發(fā)布時(shí)間：2018-06-28 22:00

  本文選題：移動(dòng)O2O + 商業(yè)計(jì)劃書　； 參考：《華南理工大學(xué)》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(dòng)終端的“線上購(gòu)物+到店體驗(yàn)+購(gòu)物分享”的全新解決方案。消費(fèi)者通過移動(dòng)終端下單并完成線上支付，獲得電子消費(fèi)憑證，然后到實(shí)體店體驗(yàn)提貨，購(gòu)買后消費(fèi)者可以分享購(gòu)物體驗(yàn)，供有共同需求的消費(fèi)者參考，形成閉環(huán)的購(gòu)物體驗(yàn)。這種模式特別適合需要線下體驗(yàn)的產(chǎn)品及服務(wù)，同時(shí)給消費(fèi)者提供雙重實(shí)惠。一方面是線上訂購(gòu)、支付的便捷，另一方面是就近線下體驗(yàn)的方便。本商業(yè)計(jì)劃書目的對(duì)平臺(tái)的可行性進(jìn)行分析。 本論文從戰(zhàn)略分析，市場(chǎng)營(yíng)銷、人力資源、財(cái)務(wù)分析、風(fēng)險(xiǎn)分析等方面對(duì)移動(dòng)O2O平臺(tái)進(jìn)行了全面分析。首先從政治、經(jīng)濟(jì)、社會(huì)文化、技術(shù)環(huán)境等方面進(jìn)行了宏觀分析，然后分析了平臺(tái)所處的行業(yè)環(huán)境、競(jìng)爭(zhēng)環(huán)境以及自身?xiàng)l件，，最后利用SWOT模型分析，確定了平臺(tái)“集中化”的戰(zhàn)略方向與“差異化”的營(yíng)銷模式。在確定平臺(tái)的戰(zhàn)略定位之后，進(jìn)行市場(chǎng)營(yíng)銷分析及STP分析，確定了平臺(tái)立足于珠三角，為主營(yíng)業(yè)務(wù)為童裝、20-30歲年輕人以及特服的中小鞋服企業(yè)服務(wù)。依據(jù)以上的分析進(jìn)行4P營(yíng)銷策略規(guī)劃。接著為了戰(zhàn)略及市場(chǎng)營(yíng)銷策略的落地，分析了平臺(tái)的組織結(jié)構(gòu)、人力投入以及運(yùn)營(yíng)等方面。在第六章中對(duì)平臺(tái)未來財(cái)務(wù)數(shù)據(jù)進(jìn)行預(yù)測(cè)，并進(jìn)行了較為全面的財(cái)務(wù)分析。通過分析得出項(xiàng)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(nèi)部收益率IRR為19.67%。最后分析了平臺(tái)可能面臨的技術(shù)、市場(chǎng)、管理風(fēng)險(xiǎn)，并作出相應(yīng)的控制及對(duì)策。通過本論文的論證，本平臺(tái)風(fēng)險(xiǎn)可控，投資是可行的。 本商業(yè)計(jì)劃書對(duì)于探索移動(dòng)互聯(lián)時(shí)代、移動(dòng)O2O應(yīng)用服務(wù)的盈利模式及運(yùn)營(yíng)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(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F724.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前9條

1 王艷江;;淺談當(dāng)下電子商務(wù)O2O模式新機(jī)遇[J];電子世界;2012年12期

2 張丹;何黎;;淺析經(jīng)濟(jì)危機(jī)背景下中國(guó)電子商務(wù)的發(fā)展契機(jī)[J];技術(shù)與市場(chǎng);2009年04期

3 夏偉;;中國(guó)電子商務(wù)現(xiàn)狀與發(fā)展趨勢(shì)分析[J];科技廣場(chǎng);2011年04期

4 馬紅春;;O2O電子商務(wù)模式在我國(guó)的應(yīng)用現(xiàn)狀分析[J];科技視界;2012年26期

5 李明;楊武宏;;WEB2.0時(shí)代的精準(zhǔn)營(yíng)銷理論與方法[J];市場(chǎng)周刊(理論研究);2007年07期

6 王娜;;電子商務(wù)中的O2O模式[J];山東行政學(xué)院學(xué)報(bào);2012年05期

7 馮莉;;淺析我國(guó)移動(dòng)電子商務(wù)的發(fā)展[J];現(xiàn)代經(jīng)濟(jì)信息;2010年21期

8 吳曉松;國(guó)際電子商務(wù)發(fā)展?fàn)顩r及我國(guó)的應(yīng)對(duì)策略[J];云南財(cái)貿(mào)學(xué)院學(xué)報(bào);2001年01期

9 楊盛強(qiáng);;O2O電子商務(wù)模式之我見[J];信息與電腦;2012年09期

本文編號(hào)：2079514