I S 公司线上首饰定制项目商业计划书 摘要 珠宝首饰正成为继住房、汽车之后中国老百姓的第三大消费 热点。珠宝首饰定制服务也被众人争相追捧,首饰定制的灵魂来自 独有的设计,精确的理念以及精细的手工艺,每件首饰只有一个主 人。因此，基于这样一个独特的理念而萌生了打造一个线上珠宝 首饰定制项目。 本商业计划书阐述了 S 公司线上珠宝首饰定制平台项目，通 过公司内外部分析，运用 SLEPT 模型进行了外部分析，通过 SWOT 分析了该平台的优劣势，所在行业环境中的机会和威胁；进而阐 述该项目的独特优势。 S 公司的行业竞争对手，为传统零售模式的珠宝商、已经在天 猫商城开设网店的知名珠宝品牌商，以及一些线下线上未成气候 的微商及小型定制作坊。该项目的优势在于珠宝设计在线体验式 消费，将会开发直观的 APP 设计营运软件及网站平台，比传统商 业模式更便捷，打破了空间、时间、地域的购物限制；相比较传 统行业仅提供已经设计成型的珠宝成品供客户选购的卖方市场， 该线上平台更讲究的是由客户自己设计产品，创造买方需求。 运用问卷调查的方式，根据调研结果分析了客户需求及市场 细分，通过目标客户分析，了解了消费者需求、购买动机以及影 响客户购买决策的主要因素。利用 STP 进行市场细分，以及基于 4P 理论进行产品订价策略，制定了 S 公司线上首饰平台项目的价摘要 II 格策略、发展战略。进一步了解了市场上其他竞争对手的优劣势， 进而明确了 S 公司的差异化策略。 同时，本商业计划书还制定了 S 公司的电子商务模式，预测 及分析了未来五年的财务状况，针对公司将来可能存在的风险提 出对策，对商业项目的可执行做出了总结。 关键词：S 公司首饰定制 商业计划 电子商务 市场分析 消费 者分析 财务分析 风险分析ABSTRACT III THE BUSINESS PLAN OF SHARE-PRECIOUS COMPANY’SJEWELLERY DIYAND CUSTOM-MADE ONLINE SERVICE ABSTRACT Jewellery is becoming the third largest consumer hot spot in China following purchasing property and automobile. Jewellery custom-made services wil bepopular. Because the E-commerce platform will provide an unique DIY style product by costomer themselves andfine craftsmanship jewellery. Each piece of jewellery is only one. The business plan describes the formula S online jewelry custom platform project, a clear mode of operation of the platform and the advantages and disadvantages of the industry environment, opportunities and threats; analysis of customer needs and market segments, and then study the rest of the market competitors' strengths and weaknesses. Through the target customer analysis, to understand consumer demand, buying motives and the main factors influencing customer purchase decisions. Use STP market segmentation, and product pricing strategy 4P theory, developed a pricing strategy online jewelry company S platform project development strategy. Meanwhile, the business plan the company has also developed a S e-commerce model, forecast and analysis of the financial position of the next five years, put forward countermeasures against the possible risks of the company's future, executable commercial projects made a summary. Keyword:S Company, Jewellery Design, E-commerce, Business Plan, Market Analysis, Consumer Analysis, Finance analysis, Income and Risk Analysis.目录 IV 目录 S 公司线上首饰定制项目商业计划书 ................................................................ I THE BUSINESS PLAN OF SHARE-PRECIOUS COMPANY’SJEWELLERY DIY AND CUSTOM-MADE ONLINE SERVICE...........................................................................................................III 第一章 绪论 ........................................................................................................1 1.1 研究的背景及意义 .........................................................................1 1.1.1 背景 ................................................................................................... 1 1.1.2 研究意义和目标 ................................................................................ 2 1.2 研究内容和方法 .....................................................................................4 1.2.1 研究内容 ............................................................................................ 4 1.2.2 研究方法............................................................................................... 6 1.2.3 技术路线.............................................................................................. 7 第二章 S 公司及项目介绍..................................................................................9 2.1S 公司简介 ..............................................................................................9 2.2S 公司产品配送及附加服务概述 .........................................................10 2.3 S 公司价值主张.................................................................................... 11 2.4 本章小结............................................................................................... 11 第三章 珠宝行业分析.......................................................................................12 3.1 行业分析方法简述 ...............................................................................12 3.2 珠宝首饰行业宏观分析 .......................................................................13 3.2.1 社会文化环境（Social） .................................................................... 13 3.2.2 法律环境（Legal） ............................................................................. 15 3.2.3 经济环境（Economic） ...................................................................... 15 3.2.4 政治环境（Political）......................................................................... 16 3.2.5 科技环境（Technology） .................................................................. 17 3.2.6 S 公司宏观外部分析总结 ................................................................... 17目录 V 3.3 珠宝首饰行业微观分析 .......................................................................18 3.3.1 供应商的议价能力 ............................................................................. 18 3.3.2 购买者的议价能力 ............................................................................. 19 3.3.3 潜在竞争者进入的能力 ...................................................................... 19 3.3.4 替代品的替代能力 ............................................................................. 19 3.3.5 行业内竞争者现在的竞争能力 .......................................................... 20 3.3.6S 公司内部微观分析总结 .................................................................... 20 3.4 本章小结...............................................................................................21 第四章 客户分析...............................................................................................22 4.1 S 公司问卷调查设计 ............................................................................22 4.2 现有市场分析 .......................................................................................29 4.3 消费者需求分析 ...................................................................................30 4.4 消费者购买动机分析 ...........................................................................31 4.5 消费者购买渠道分析 ...........................................................................32 4.6 衍生品及相关服务分析 .......................................................................33 4.7 消费者的购买能力 ...............................................................................34 4.8 本章小结...............................................................................................35 第五章 竞争对手分析.......................................................................................37 5.1 主要竞争对手分析 ..............................................................................37 5.2SWOT 分析法下的战略选择 ................................................................38 5.2.1 主要竞争对手优劣势分析 .................................................................. 38 5.2.2 战略行动方案 ..................................................................................... 38 5.3 竞争战略选择 .......................................................................................39 5.3.1 核心竞争目标及原则 ......................................................................... 39 5.3.2 竞争差异化战略分析 ......................................................................... 40 5.4 本章小结...............................................................................................41 第六章 S 公司市场营销计划............................................................................42 6.1 市场细分、目标市场选择和市场定位 ................................................42 6.1.1 市场细分............................................................................................. 42 6.1.2 目标市场选择 ..................................................................................... 43目录 VI 6.1.3 市场定位............................................................................................. 44 6.1.4 销售目标预测 ..................................................................................... 46 6.2 营销组合策略 .......................................................................................46 6.2.1 产品策略............................................................................................. 47 6.2.2 价格策略............................................................................................. 49 6.2.3 促销策略............................................................................................. 50 6.2.4 渠道策略............................................................................................. 51 6.2.5 品牌策略............................................................................................. 52 6.3 本章小结...............................................................................................53 第七章 运营计划...............................................................................................54 7.1 公司发展现状 .......................................................................................54 7.2 管理团队与组织结构 ...........................................................................54 7.2.1 管理团队组织架构 ............................................................................. 54 7.2.2 人员配置............................................................................................. 55 7.2.3 员工薪酬............................................................................................. 56 7.3 项目实施...............................................................................................57 7.3.1 实施计划............................................................................................. 57 7.3.2 过程控制............................................................................................. 57 7.4 本章小结...............................................................................................58 第八章 财务预测...............................................................................................59 8.1 资源投入计划 .......................................................................................59 8.2 未来五年财务预测 ...............................................................................59 8.2.1 利润表预测 ......................................................................................... 60 8.2.2 现金流量表预测 ................................................................................ 61 8.2.3 资产负债表预测 ................................................................................ 62 8.3 投资与收分析 .......................................................................................63 8.4 净现值(NPV)分析 ................................................................................64 8.5 社会效益与风险分析 ...........................................................................65 8.5.1 社会效益分析 .................................................................................... 65目录 VII 8.5.2 风险分析............................................................................................ 66 8.5.3 风险对策............................................................................................ 67 8.6 本章小结...............................................................................................68 第九章 执行摘要...............................................................................................69 9.1 S 公司业务简要说明 ............................................................................69 9.2 市场规模和市场需求 ..........................................................................69 9.3 S 公司独特资源....................................................................................70 9.4 S 公司融资计划....................................................................................70 9.5 本章小结...............................................................................................70 附录....................................................................................................................72