本文選題：移動O2O + 商業(yè)計劃書�。� 參考：《華南理工大學》2014年碩士論文

【摘要】：不同于傳統(tǒng)的“電子商城+物流配送”模式，本論文提出了基于移動終端的“線上購物+到店體驗+購物分享”的全新解決方案。消費者通過移動終端下單并完成線上支付，獲得電子消費憑證，然后到實體店體驗提貨，購買后消費者可以分享購物體驗，供有共同需求的消費者參考，形成閉環(huán)的購物體驗。這種模式特別適合需要線下體驗的產品及服務，同時給消費者提供雙重實惠。一方面是線上訂購、支付的便捷，另一方面是就近線下體驗的方便。本商業(yè)計劃書目的對平臺的可行性進行分析。 本論文從戰(zhàn)略分析，市場營銷、人力資源、財務分析、風險分析等方面對移動O2O平臺進行了全面分析。首先從政治、經濟、社會文化、技術環(huán)境等方面進行了宏觀分析，然后分析了平臺所處的行業(yè)環(huán)境、競爭環(huán)境以及自身條件，，最后利用SWOT模型分析，確定了平臺“集中化”的戰(zhàn)略方向與“差異化”的營銷模式。在確定平臺的戰(zhàn)略定位之后，進行市場營銷分析及STP分析，確定了平臺立足于珠三角，為主營業(yè)務為童裝、20-30歲年輕人以及特服的中小鞋服企業(yè)服務。依據(jù)以上的分析進行4P營銷策略規(guī)劃。接著為了戰(zhàn)略及市場營銷策略的落地，分析了平臺的組織結構、人力投入以及運營等方面。在第六章中對平臺未來財務數(shù)據(jù)進行預測，并進行了較為全面的財務分析。通過分析得出項目所需初始投資為35萬元，五年期凈現(xiàn)值NPV為1,751,207元，內部收益率IRR為19.67%。最后分析了平臺可能面臨的技術、市場、管理風險，并作出相應的控制及對策。通過本論文的論證，本平臺風險可控，投資是可行的。 本商業(yè)計劃書對于探索移動互聯(lián)時代、移動O2O應用服務的盈利模式及運營模式具有重要的意義。
[Abstract]:Different from the traditional mode of "electronic shopping mall logistics distribution", this paper proposes a new solution of "online shopping to store experience shopping sharing" based on mobile terminal. Consumers send orders through mobile terminals and complete online payment, obtain electronic consumption vouchers, and then go to the physical store experience to pick up the goods. After buying, consumers can share the shopping experience, for consumers with common needs for reference, forming a closed-loop shopping experience. This model is especially suitable for products and services that require offline experience while providing consumers with dual benefits. On the one hand, it is convenient to order online and pay, on the other hand, it is convenient to experience offline. The purpose of this business plan is to analyze the feasibility of the platform. This paper analyzes the mobile O2O platform from strategic analysis, marketing, human resources, financial analysis, risk analysis and other aspects. First of all, from the political, economic, social and cultural, technological environment and other aspects of the macro analysis, and then analysis of the platform's industry environment, competitive environment and their own conditions, finally using the SWOT model analysis, The strategic direction of centralization and the marketing mode of differentiation are determined. After the strategic positioning of the platform is determined, the marketing analysis and STP analysis are carried out, and the platform is based on the Pearl River Delta and serves the main business for the children's wear 20-30 years old young people and the small and medium-sized shoe clothing enterprises with special clothing. According to the above analysis, 4 P marketing strategy planning. Then, for the landing of strategy and marketing strategy, the organizational structure, manpower input and operation of the platform are analyzed. In the sixth chapter, the future financial data of the platform are predicted, and a more comprehensive financial analysis is carried out. Through analysis, it is concluded that the initial investment of the project is 350000 yuan, the net present value of five years is 1751207 yuan, and the internal rate of return is 19.67 yuan. Finally, the technology, market and management risk of the platform are analyzed, and the corresponding control and countermeasures are made. Through the demonstration of this paper, the risk of this platform is controlled and the investment is feasible. This business plan is of great significance for exploring the profit model and operation mode of mobile O2O application service in the era of mobile interconnection.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F724.6

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