【摘要】：女性消費群體一直以來是中國電商平臺的主流消費群體,而據(jù)阿里巴巴近年的數(shù)據(jù)顯示,8成的家庭消費支出是由太太軍團掌控的,所以說太太軍團的決策正最大程度的影響著家庭消費的數(shù)量與質(zhì)量。隨著電子商務的快速發(fā)展,網(wǎng)上購物已成為大多數(shù)人生活的一部分,而電子商務在移動終端的普及下進入又一個高潮,2016年的雙11,阿里巴巴平臺交易額突破1200億便是最好的佐證。但是隨著電商數(shù)量的不斷增多,電商平臺在市場上也面臨著前所未有的競爭壓力,所以一個電商平臺的良好的發(fā)展,必從品牌定位、戰(zhàn)略決策、渠道建設、平臺架構、用戶發(fā)展、資本運營及推廣宣傳等方面全方位考慮,從而使平臺能在同類市場或細分市場中脫穎而出,提升消費者對品牌的認可度和忠誠度,全職太太是一個垂直社群類電商創(chuàng)業(yè)項目,撰寫商業(yè)計劃書將有助于該項目理清發(fā)展運營思路,同時也將為未來戰(zhàn)略經(jīng)營決策提供參考。本文以深圳市通對網(wǎng)絡科技有限公司的“全職太太”電商平臺項目為背景,以撰寫切實可行的商業(yè)計劃書為基本方式,將MBA學習所學的相關理論融會貫通,并運用科學的方法,以保證商業(yè)計劃書的科學性和可行性。同時,本文會對“全職太太”電商平臺項目的現(xiàn)狀、發(fā)展規(guī)劃及平臺的商業(yè)運營模式做全方位的詳細介紹。在論文的撰寫過程,為確保計劃的切實可行,本人參考了大量的國內(nèi)外的基礎文獻,也引用了互聯(lián)網(wǎng)的行業(yè)大數(shù)據(jù)作為分析依據(jù)。在項目的環(huán)境分析中,充分運用了PEST分析法對“全職太太”電商平臺項目的宏觀環(huán)境進行了全方位綜合分析;針對行業(yè)的競爭環(huán)境分析,則充分運用波特五力模型的相關理論作為依據(jù)。在影響企業(yè)發(fā)展的內(nèi)外部環(huán)境分析方面,則運用了SWOT分析模型,以幫助企業(yè)充分認清自己優(yōu)勢與劣勢,為選擇適合自己戰(zhàn)略決策提供理論依據(jù)。在資金方面,項目整體規(guī)劃籌資3000萬,分三個階段進行分步式實施,預計5年內(nèi)累積發(fā)展用戶達100萬以上,第5年末年交易額達到2個億以上。本文旨在綜合運用戰(zhàn)略管理、市場營銷管理、企業(yè)運營管理、人力資源等相關學科的理論知識,并結(jié)合財務管理的分析方法對該項目運營及投資情況進行結(jié)綜合分析,對項目的收益合理預測,并對可能出現(xiàn)的風險進行預測與評估,以科學的方式論證“全職太太”電商項目的可行性和風險的可控性,為項目的投資決策和運營發(fā)展提供重要的戰(zhàn)略依據(jù)。
[Abstract]:The female consumer group has always been the mainstream consumer group in China's e-commerce platform. According to data from Alibaba in recent years, 80% of household consumer spending is controlled by the wife corps. So the decisions of the wife's army are affecting the quantity and quality of household consumption to the greatest extent. With the rapid development of e-commerce, online shopping has become a part of the lives of most people, and e-commerce has entered another climax with the popularity of mobile terminals. In 2016, Shuang11, Alibaba platform turnover exceeded 120 billion is the best evidence. However, with the increasing number of e-commerce, the e-commerce platform is also facing unprecedented competitive pressure in the market, so the good development of an e-commerce platform must be based on brand positioning, strategic decision-making, channel construction, platform architecture. User development, capital operation and promotion of all aspects of consideration, so that the platform can stand out in similar markets or segments of the market, enhance consumer brand recognition and loyalty, Full-time wife is a vertical community ecommerce startup project. Writing a business plan will help the project to clarify its operational thinking and provide a reference for future strategic business decisions. In this paper, based on the "full-time wife" e-commerce platform project of Shenzhen Tongyang Network Technology Co., Ltd., taking the practical business plan as the basic way, the relevant theories learned by MBA are integrated, and the scientific method is used. To ensure the scientific and feasibility of the business plan. At the same time, this paper will introduce the status quo, development plan and business operation mode of "full-time wife" ecommerce platform. In the process of writing this paper, in order to ensure the feasibility of the plan, I refer to a large number of basic literature at home and abroad, and cite big data, the Internet industry, as the basis for analysis. In the environmental analysis of the project, the PEST analysis method is fully used to analyze the macro environment of the "full-time wife" e-commerce platform project, and the competition environment of the industry is analyzed. The relevant theories of Porter's five-force model are fully used as the basis. In the aspect of internal and external environment analysis which affects the development of enterprises, SWOT analysis model is used to help enterprises fully recognize their own strengths and weaknesses, and to provide theoretical basis for choosing their own strategic decisions. In terms of funding, the overall project plan raised 30 million, divided into three stages to carry out the step-by-step implementation, it is estimated that the cumulative development of more than 1 million users within five years, the annual turnover reached more than 200 million at the end of the fifth year. The purpose of this paper is to make comprehensive analysis of the operation and investment of the project by using the theoretical knowledge of strategic management, marketing management, enterprise operation management, human resources and other related disciplines, and combining with the analysis method of financial management. Reasonable prediction of project income, and prediction and evaluation of possible risks, in order to demonstrate the feasibility and risk controllability of the "full-time wife" e-commerce project in a scientific way. Provide important strategic basis for project investment decision and operation development.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6

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