近年来，随着中国经济和技术水平的大幅度提升，优质的中国商品在国内市场的需 求在不断攀升，国内消费者也改变原来对进口商品的偏好，越来越青睐高质量的中国商 品。参考欧美市场，户外运动的大众化是户外用品行业发展的动力和催化剂，中国参与 户外运动的群众数量也在不断扩容，户外用品行业获得了较快发展的必要条件。 相比专业户外的高难度、高风险，泛户外更偏向于健康、休闲、娱乐，已成为户外 行业发展的主流。由于宽泛的定位能带来更广泛的消费群体，这对中国的电子商务企业 来讲，无疑是个良好的商机。本以 MH 户外用品电商项目作为研究对象，通过商业 计划书的形式，运用战略管理、营销管理、运营管理和财务管理等方面的理论，对建立 一个户外用品电子商务公司的项目进行全方位的分析和规划。 该计划书从项目介绍、市场分析、营销策略及项目管理、财务分析、风险分析和控 制等五个方面对项目进行了讨论。首先在第一章“项目介绍”里，陈述了整个项目的商 业模式。在第二章对公司和项目状况进行介绍，网络购物整体市场状况作了分析，并从 MH 户外用品的各个业务部分分别分析了其市场机会和竞争状况，发现户外用品市场存 在市场机会。第三章则是对项目的外部环境、内部资源和能力进行分析，发现 MH 户外 用品电商项目既存在市场机会，又具有一定的优势，适合进入。第四章运用 SWOT 矩阵 分析该项目的优势、劣势、机遇与威胁，并运用 SWOT 矩阵图解析该项目应采用的备择 战略，本项目应该抓住市场机会，采取低成本的竞争策略进行市场扩张，满足客户追求 高性价比户外用品的需求。第五章对 MH 户外用品电商项目的市场营销进行规划。第六 章第六章是项目的实施与保障措施。第七章对项目的收益和成本进行了财务分析，并对 资金的需求和未来的收益作了一个估算，估算出本项目前 5 年的 NPV 为 160.89 万元， 大于 0；项目前 5 年 MIRR 为 18.43%，大于本项目的资本成本；计算得出动态回收期 为 4.07 年。本章还讨论了该项目面临的主要风险，并提出了相应的对策。本文认为， 在快速增长的户外用品电商市场上，MH 户外用品电商项目会有一个美好的前景。 关键词，户外用品；电子商务；商业计划书II Abstract In recent years， with the rapid improvement of China's economy and technology， the demand for high-quality Chinese goods in the domestic market is constantly rising， domestic consumers also change their original preference for imported goods， more and more in favor of high-quality Chinese goods.Referring to the European and American markets， the popularity of outdoor sports is the driving force and catalyst for the development of outdoor industry， and the number of people participating in outdoor sports in China is also expanding， and the outdoor industry has obtained the necessary conditions for rapid development. Compared with professional outdoor high difficulty， high risk， pan-outdoor more health ， leisure ， entertainment ， has become the mainstream of outdoor industry development.Analyze and plan the project of establishing an e-commerce company for outdoor products. The project is discussed in terms of project introduction， market analysis， marketing strategy and project management， financial analysis， risk analysis and control.The first chapter， Project introduction， describes the business model of the whole project.In the second chapter， the company and the project are introduced， the overall market situation of online shopping is analyzed， and the market opportunity and competition situation of MH outdoor products are analyzed from each business part of MH， and it is found that there are market opportunities in the outdoor goods market.The third and fourth chapter analyzes the external environment and internal resources and capabilities of the project， and finds that there is a market for the MH outdoor products e-commerce project. Opportunity， have certain advantage， suit to enter.The fifth chapter plans the marketing of MH outdoor products e-commerce project.In chapter 6， the income and cost of the project are analyzed， and the demand for funds and the future income are estimated. The NPV of the first five years of the project is estimated to be 1.6089 million yuan.The MIRR of the first five years of the project is 18.43， which is larger than the capital cost of the project， and the dynamic payback period is 4.07 years.The fifth chapter discusses the main risks faced by the project and the corresponding countermeasures.In this paper， we believe that in the fast growing outdoor use， There will be a bright future for MH Outdoor products Electronic CommerceIII Project. Keywords: Outdoor supplies ; Electronic Commerce; Business planIV 目 录 摘要.......................................................................................................................................I Abstract................................................................................................................................. II 第 1 章 绪论..........................................................................................................................1 1.1 研究背景和意义...........................................................................................................1 1.2 文献综述 ......................................................................................................................2 1.2.1 电子商务方面 .......................................................................................................2 1.2.2 户外用品营销方面 ...............................................................................................4 1.2.3 战略分析方面 .......................................................................................................5 1.3 研究目标与内容..........................................................................................................6 1.4 研究方法与路径..........................................................................................................6 1.4.1 研究的方法...........................................................................................................6 1.4.2 研究的路径...........................................................................................................6 第 2 章 公司概况及项目简介...............................................................................................9 2.1 MH 公司概述 ............................................................................................................9 2.1.1 公司介绍...............................................................................................................9 2.1.2 公司主营业务 .....................................................................................................10 2.1.3 公司的主要产品 .................................................................................................11 2.2 项目的投资计划及预期的目标...............................................................................11 2.2.1 项目介绍.............................................................................................................11 2.2.2 项目的预期目标 .................................................................................................12 2.3 本章小结 ....................................................................................................................13 第 3 章 MH 公司内外部环境分析....................................................................................14 3.1 宏观环境分析..........................................................................................................14 3.1.1 政治环境分析 .....................................................................................................14 3.1.2 经济环境分析 .....................................................................................................15 3.1.3 社会环境分析 .....................................................................................................15 3.1.4 技术环境分析 .....................................................................................................16 3.2 行业环境分析............................................................................................................16 3.2.1 供应商的议价能力 ..............................................................................................17V 3.2.2 买方议价能力 ......................................................................................................17 3.2.3 新进者的威胁 ......................................................................................................18 3.2.4 替代品的威胁 ......................................................................................................18 3.2.5 现有竞争对手的竞争...........................................................................................19 3.3 竞争对手分析 ............................................................................................................20 3.4 消费需求分析 ............................................................................................................20 3.5 公司内部资源分析.....................................................................................................22 3.5.1 财务资源.............................................................................................................22 3.5.2 组织资源.............................................................................................................23 3.6 公司能力分析............................................................................................................23 3.6.1 营销能力.............................................................................................................23 3.6.2 管理能力.............................................................................................................23 3.7 本章小结 ...................................................................................................................24 第 4 章 综合分析及战略选择.............................................................................................25 4.1 项目的机会与威胁..................................................................................................25 4.1.1 项目的机会.........................................................................................................25 4.1.2 项目的威胁.........................................................................................................25 4.2 项目的优势与劣势.....................................................................................................26 4.2.1 项目的优势.........................................................................................................26 4.2.2 项目的劣势.........................................................................................................26 4.3 SWOT 模型分析 ........................................................................................................27 4.4 项目竞争战略 ............................................................................................................29 4.5 项目商业模式............................................................................................................30 4.6 本章小结 ....................................................................................................................31 第 5 章 MH 公司营销战略与营销组合策略 ......................................................................32 5.1 STP 战略分析.............................................................................................................32 5.1.1 市场细分.............................................................................................................32 5.1.2 目标市场..............................................................................................................33 5.1.3 市场定位.............................................................................................................35 5.2 营销组合策略分析..................................................................................................36VI 5.2.1 产品策略.............................................................................................................36 5.2.2 定价策略.............................................................................................................37 5.2.3 渠道策略.............................................................................................................38 5.2.4 促销策略.............................................................................................................39 5.3 本章小结 ....................................................................................................................39 第 6 章 商业计划的实施与保障.......................................................................................40 6.1 商业计划的预算与保障 ..........................................................................................40 6.1.1 人力资源的规划与组建......................................................................................40 6.1.2 核心团队的组建与完善......................................................................................42 6.1.3 企业管理制度与文化..........................................................................................43 6.2 项目的周期 .............................................................................................................44 6.3 本章小结 ...................................................................................................................44 第 7 章 商业计划的效益分析与风险分析........................................................................45 7.1 项目经济效益分析..................................................................................................45 7.1.1 财务分析与预测 .................................................................................................45 7.1.2 投资计划的效益分析..........................................................................................47 7.2 商业计划的风险分析与控制策略.............................................................................49 7.3 本章小结 ...................................................................................................................50 结 论...................................................................................................................................51