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2020年筑思白领服务平台商业计划书DOC

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随着国内经济的稳步增长,国民收入水平得到了极大的提高。尤其是具有高学历和 工作经验的白领群体,拥有越来越可观的可支配收入。他们普遍有着乐于接受新事物、 乐于享受生活的观念。领先于小康线的生活状态,使他们的消费观念与大众普遍消费观 念有了明显的差异与不同的变化趋势。本报告的主要目的是在以上提到的白领消费趋势 下,为创建一个针对白领的服务平台制定商业计划。通过白领服务平台实现供需双方的 精准匹配,满足白领实现生活消费的全面升级和诉求。 报告的目标市场选择在海南海口地区,因为这个地区是创始团队的故乡。报告通过 实地调研、潜在客户访谈及数据分析、数据对比等方法对市场和客户进行研究。采用按 目的、分阶段的产品策略,为整个商业计划的演进设计五类产品按四期项目逐步落地的 形式,以最终实现综合的白领服务平台全面落地。 最终研究产出了包含产品及服务介绍、调研结果、商业模式、营销计划、发展计划、 财务计划及风险计划囊括主要商业内容的商业计划书。 本报告内容除了涉及白领客群商业模式的探索之外,还探索了当前“消费升级”趋 势及对项目分阶段推进的规划设计,本次报告写作不仅是作者本人对创业计划的系统梳 理同时也通过科学的框架为创业计划提供了诸多新思路,同时希望这篇报告可以对相关 报告提供一定的参考价值。 关键词,白领;服务平台;消费升级;商业计划- II - “Juice White-collar Service Platform”Business Plan Abstract With the steady growth of the domestic economy, the level of national income has been greatly improved. In particular, white collar workers with high educational background and working experience have more and more significant disposable income. They have a general idea of accepting new things and enjoying life. The state of life which is ahead of well-off makes their consumption concept and the general consumption concept of the public have obvious trend of change. They leap from material pursuit to spiritual enjoyment earlier, and pay more attention to the spirit and happiness brought by product quality, health, safety and consumption. We think this is the trend of the "new generation of consumption upgrades". On the other hand, we also see that most of the brands that are chanting the slogan of consumption upgrading are still staying in fashion, clothing, jewelry and luxury goods industries. There are few brands or products that really cater to the upgrading of consumption in daily life. The requirement of improving the quality of life from white-collar groups is difficult to be statisfied. The main purpose of this paper is to design a service platform for white-collar workers who are under the trend of white-collar consumption which mentioned above. It is hoped that white-collar service platform can help white-collar achieve a comprehensive upgrade of consumption on life. The target market of the paper is in Haikou, Hainan province, which is the hometown of the founding team. The paper includes the studies on markets and customer mainly by means of field research, potential customer interview, data analysis, data comparison. Using the goal and stage product strategy, 5 types of products are designed for the evolution of the whole business plan. And in the form of the gradual landing of the 4 projects, a comprehensive landing of a comprehensive white-collar service platform is finally achieved. The final research output includes product and service introduction, research result, business mode, marketing plan, development plan, financial plan and risk plan. After studying, we insist that the upgrading of white-collar consumption is an important trend in the current social development. The design and launch of corresponding products has its own value, but this trend is both opportunities and challenges. Real project landing still needs more detailed research, planning, excellent product design, project management and operational management support. Key Words: white-collar; service platform; consumption upgrade; business plan- III - 目 录 摘要.............................................................................................................................I Abstract ............................................................................................................................. II 1 绪论.............................................................................................................................. 1 1.1 研究目的及意义............................................................................................... 1 1.1.1 研究目的................................................................................................ 1 1.1.2 研究意义................................................................................................ 1 1.2 国内外文献综述............................................................................................... 2 1.3 研究内容与方法............................................................................................... 3 1.4 报告的基本框架............................................................................................... 3 2 项目简介...................................................................................................................... 4 2.1 项目背景........................................................................................................... 4 2.2 项目内容........................................................................................................... 4 2.2.1 项目愿景................................................................................................ 4 2.2.2 项目产品................................................................................................ 4 2.3 项目名称........................................................................................................... 5 2.4 项目特色........................................................................................................... 5 2.4.1 指定路线................................................................................................ 5 2.4.2 双向延伸................................................................................................ 6 2.4.3 供应及寻源............................................................................................ 6 2.4.4 订购团送................................................................................................ 7 2.4.5 双端引流................................................................................................ 7 2.4.6 平台递进路线........................................................................................ 7 3 商业模式...................................................................................................................... 8 3.1 价值提案........................................................................................................... 8 3.2 目标客户........................................................................................................... 8 3.3 渠道通路........................................................................................................... 9 3.4 客户关系........................................................................................................... 9 3.5 关键资源......................................................................................................... 10 3.6 关键业务......................................................................................................... 11 3.7 关键合作......................................................................................................... 13 3.8 成本结构......................................................................................................... 13- IV - 3.9 盈利模式......................................................................................................... 13 4 环境分析.................................................................................................................... 14 4.1 市场分析........................................................................................................... 14 4.1.1 技术分析.............................................................................................. 15 4.1.2 经济分析.............................................................................................. 15 4.1.3 社会分析.............................................................................................. 15 4.1.4 政治分析.............................................................................................. 18 4.2 竞争分析......................................................................................................... 18 5 团队规划与管理........................................................................................................ 21 5.1 启动期组织结构............................................................................................. 21 5.2 成熟期组织结构............................................................................................. 21 6 营销计划.................................................................................................................... 23 6.1 营销战略......................................................................................................... 23 6.1.1 市场细分.............................................................................................. 23 6.1.2 市场选择.............................................................................................. 26 6.1.3 市场定位.............................................................................................. 26 6.2 营销策略......................................................................................................... 26 6.2.1 产品策略.............................................................................................. 26 6.2.2 价格策略.............................................................................................. 31 6.2.3 渠道策略.............................................................................................. 32 6.2.4 推广策略.............................................................................................. 33 6.3 客户关系管理................................................................................................. 35 6.4 客户运营......................................................................................................... 36 7 发展计划.................................................................................................................... 38 7.1 发展里程碑计划............................................................................................. 38 7.2 初创期计划..................................................................................................... 38 7.3 发展期计划..................................................................................................... 38 7.4 营收期计划..................................................................................................... 39 8 财务分析及计划........................................................................................................ 40 8.1 首期投入计划................................................................................................. 40 8.2 固定成本预估................................................................................................. 41 8.2.1 第一年固定成本.................................................................................. 41- V - 8.2.2 第二年固定成本.................................................................................. 41 8.2.3 第三年固定成本.................................................................................. 42 8.3 变动成本预估................................................................................................. 42 8.3.1 筑思茶歇.............................................................................................. 42 8.3.2 筑思生活.............................................................................................. 43 8.3.3 筑思放松.............................................................................................. 43 8.3.4 筑思平台.............................................................................................. 43 8.4 预期营收......................................................................................................... 43 8.5 预期回报......................................................................................................... 45 9 风险预测及计划........................................................................................................ 47 9.1 竞争风险......................................................................................................... 47 9.2 人员风险......................................................................................................... 47 9.3 管理风险......................................................................................................... 47 9.4 法律风险......................................................................................................... 48 9.5 供应风险......................................................................................................... 48 结 论..........................................................................................................................49