I 摘要 本报告为一份有关于校园 APP 的商业计划书，计划书提出了一个非常新 颖的移动互联网项目——校多多项目，它是一个希望通过校多多 APP 来抢占 校园社交市场、校园 OTO 市场、校园广告市场和校园游戏市场的项目，校 多多 APP 是一款带有游戏化社交性质的 APP，该应用将大学校园生活中涉及 到的方方面面全部轻游戏化，希望通过这种有趣的形式成功地吸引大学生用 户的使用，利用学生在使用校多多 APP 过程中消费的 OTO 金额、消费游戏 和论坛道具金额带来收入。与之配合的是，校多多项目为校园周边商家打造 了向学校输送传递信息的商企后台，并为之提供各种增值服务来盈利。 随着移动互联网的迅速发展，“SoLoMo+OTO”的模式席卷中国服务业， 2015 年，整个 OTO 市场规模将达到 4188.5 亿，生活服务类 OTO 就是下一 个万亿市场。作为 OTO 市场的重要组成部分，校园 OTO 市场也引来了无数 商家的青睐。然而，截至到 2014 年年底，仅仅只有北京和上海的校园 OTO 市场在渐渐被打开，其他省市的校园市场还有非常大的市场份额，于是，本 商业计划书决定着手用移动互联网里一种全新的游戏化社交模式来打开校园 OTO 市场，争取在 2015 年这个商家布局 OTO 的窗口期占有一席之地。 针对本项目，报告按照商业计划书的模式对项目进行了可行性分析论证。 首先是对本项目的商业模式进行了阐述，对游戏化社交模式这个概念进行了 图文说明，然后对校多多项目涉及到的市场进行了前期调研分析，确定了校 多多项目的目标客户群及市场定位， 根据竞争分析和 SWOT 分析得出了项 目的竞争策略。接着，从产品与服务设计、市场与销售策略、组织运营策略、摘要 II 财务分析、风险分析等多个角度对项目进行了阐述。最终得出该项目确实可 行且操作性很强的结论。 由于本项目是一个 APP 项目，项目的核心是创意和新颖的商业模式，所 以本文重点在于商业模式介绍、市场分析、产品与服务设计和财务分析这几 个方面。 本项目的创新点在于提出了一个全新的社交模式——“游戏化社交模 式”，即游戏化的“SoLoMo+OTO”模式，首先把用户角色游戏化，再把用 户通过 APP 发送信息、进行 OTO、点击广告后获得的积分用一种道具或者 游戏币的形式给予用户，用户可以用此来在道具商店里自由售卖，也可以参 与各类社交游戏、论坛游戏或者喂食宠物等。这种新颖的模式把所有以前 OTO 盈利模式的弊端都解决了，可以说既是一种全新的社交模式，还是一种 全新的商业模式。 本文搜集资料所用方法，调查法、访谈法、查阅资料法、统计数据法。 关键词 校园市场 校园 OTO 市场 游戏化社交 SoLoMo东华大学工商管理硕士学位报告 III Abstract This thesis is a business plan about campus APP, it presents a very novel mobile internet project-- the XiaoDuoDuo APP project. It wants to capture the campus OTO market through the “Gamification of SoLoMo Model” in XiaoDuoDuo app, and the gamification model means the campus life is made into a game. We hope the college student will enjoy their campus life in this app, and will pay for some value-added services, so we can get profit from it . Of course, we will provide a platform for the seller around the campus to help them sell the OTO servers or send a advertisement to the campus, and we can also get profit from them. With the rapid development of mobile internet, SoLoMo+OTO model becomes very popular in China service industry. In 2015, the OTO market size will reach 418.85 billion RMB, and it will be the next trillion market. As an important part of the OTO market, the campus OTO market also attracted numerous businessmen favor. However, there was only a little of the campus OTO market had been open in Beijing and Shanghai by the end of 2014, and there still has a large market share in other provinces. So this paper decided to use a new mobile Internet’s model which is called “Gamification of SoLoMo Model” to oen the camous OTO market, to grab the market share in the window period of OTO in 2015. In the next, we will do a lot of feasibility analysis of this project. Firstly, we will give the graphic description of the business model and the “Gamification of SoLoMo Model”, then give market analysis of our target market, to determine the target customer group and market positioning, then give the competitive strategy by SWOT analysis. After that, we will describe the project by A plurality of point of product and service design, market and sales strategy, operation strategy, financial analysis, risk analysis. And finally, we prove that this project is feasible. As this project is a APP project, and its core is originality and innovative business models, so this paper focuses on the introduction of commercial pattern, market analysis, product and service design and financial analysis. The project innovation is to propose a new social model -- Gamification of东华大学工商管理硕士学位报告 IV SoLoMo Model . Firstly it will make the user image like a game, secondly it wil use the virtual currency or game props to replace the points which are got by sending the message or clicking the ads or using the OTO servers, and the user can use the virtual currency or game props to take part in all kinds of social game. This novel mode will solve the previous problem of the OTO profit model, and it will change the pattern of the OTO market. This collection of methods used in data: survey method, interview method, data access method, statistics method. 赵培(business management major) supervised by 刘长奎 Keywords Campus Market, Campus OTO Market, Gamification of SoLoMo Model, SoLoMo东华大学工商管理硕士学位报告 V 目录 摘要......................................................................................................................... I Abstract .................................................................................................................III 第一章 绪论...........................................................................................................1 1.1 选题缘由 ..................................................................................................1 1.2 选题的目的与意义 ..................................................................................1 1.3 国内外研究现状 ......................................................................................2 1.4 研究内容 ..................................................................................................4 1.5 研究路线与研究方法 ..............................................................................5 第二章 公司介绍...................................................................................................8 2.1 公司成立与宗旨 ......................................................................................8 2.2 公司经营范围以及提供产品服务 ..........................................................8 2.3 MVVG 简介 ..............................................................................................8 2.4 组织结构 ..................................................................................................9 2.5 创业初期各部门职能说明 ....................................................................10 2.6 核心团队简介 ........................................................................................11 2.7 人力资源战略 ........................................................................................11 2.8 公司战略 ................................................................................................13 2.9 本章小结 ................................................................................................14 第三章 项目介绍.................................................................................................15 3.1 项目背景 ................................................................................................15 3.2 项目宗旨 ................................................................................................16 3.3 项目内容介绍 ........................................................................................17 3.4 核心产品介绍 ........................................................................................20 3.5 增值服务介绍 ........................................................................................29 3.6 研究与开发 ............................................................................................30 3.7 未来产品与服务规划 ............................................................................31 3.8 服务与支持 ............................................................................................34 3.9 本章小结 ................................................................................................34 第四章 市场分析.................................................................................................36 4.1 调研方法与初步分析 ............................................................................36目录 - VI - 4.2 市场探查及细分 ....................................................................................38 4.3 目标客户群分析 ....................................................................................43 4.4 市场优先及定位 ....................................................................................47 4.5 竞争分析 ................................................................................................50 4.6 项目 SWOT 分析 ...................................................................................54 4.7 竞争策略 ................................................................................................58 4.8 预估的市场份额和销售额 ....................................................................59 4.9 本章小结 ................................................................................................60 第五章 市场与销售.............................................................................................61 5.1 产品服务策略 ........................................................................................61 5.2 价格策略 ................................................................................................63 5.3 渠道与伙伴 ............................................................................................64 5.4 市场推广策略 ........................................................................................66 5.5 本章小结 ................................................................................................67 第六章 财务分析.................................................................................................68 6.1 资金需求与使用计划 ............................................................................68 6.2 融资计划 ................................................................................................69 6.3 关键的财务假设 ....................................................................................70 6.4 会计报表 ................................................................................................73 6.5 投资指标分析 ........................................................................................76 6.6 本章小结 ................................................................................................77 第七章 风险分析.................................................................................................78 7.1 研发风险 ................................................................................................78 7.2 资金风险 ................................................................................................78 7.3 管理风险 ................................................................................................78 7.4 竞争风险 ................................................................................................79 7.5 本章小结 ................................................................................................79 第八章 执行摘要.................................................................................................80 8.1 投资亮点 ................................................................................................80 8.2 公司介绍 ................................................................................................80 8.3 项目介绍 ................................................................................................80 8.4 用户规模预测及盈利预测 ....................................................................81 8.4 战略规划 ................................................................................................81目录 - VII - 8.5 融资计划及用途 ....................................................................................81 结论.......................................................................................................................82