XY 公司做为一个小微公司，一直以来坚持消费类电子产品的软硬件设计。公司创 建伊始，就以为终端客户提供“交钥匙”解决方案做为立世之本。从视频转换类产品做起， 在这个细分市场占据半壁江山。时光荏苒，凭借着对消费类数码电子市场 4 年的深刻理 解，以及对客户的耕耘，XY 公司拥有了稳定的客户群和出货量。但是，消费类电子产 品升级很快，面对快速更新的数码电子市场，只有不断的推出创新的产品才能站得住脚。 XY 公司新引进了一条产品线，为消费类音频产品。为了满足更多的应用场景下消费者 的需求，而且避开 XY 公司的一直以来不面对最终消费者的劣势。借着电子商务蓬勃发 展的东风，XY 组建了一个团队，开始运营线上商铺，希望依托自身的设计实力，抓住 市场中细分的机会来实现下游的延伸。最终达到公司产品多元化，自主品牌化的目的。 借此壮大公司规模。 电子商务作为区别于传统营销市场的特殊存在，给 XY 公司提供了一个开放自由而 有效的平台。 本文对 XY 公司的内部环境资源进行综合梳理，结合 XY 公司所处的行业现状以及 宏观经济环境，采用 SWOT 分析法找出 XY 公司以及电子商务发展所面对的优势及劣势 以及外部环境所带来的机遇和威胁。并且从 XY 公司整体的发展战略出发，与公司实际 情况相结合，对公司期望建立的电子商务平台进行市场定位，以此为依据制定并选择适 合公司电子商务发展的营销战略。即推出明星产品，短时间内覆盖足够的数量，这是一 个从无到有的建立一整套的电子商务平台，包括 B2C 电子商铺，网络推广等一揽子的 方案。计划书给出了具体的实施步骤以及时间表，并且对整个电子商务平台做出了周密 的风险分析和详尽的财务分析，提出了对各种风险的控制措施，进而保证了整个计划书 科学有效的执行。 关键词，电子设计 发展战略 b2C 电子商务ABSTRACT Base on situation of electronic business and the macro environment, this paper proposal a solution of e commerce. The purpose is advancing the XY Company’s strategy. This proposes include the B2C e store and online marketing. At first, analyze the feature of XY Company. According to result, recommend a schedule and step. Then this proposal research the electronic market and finish financial analysis, it is helpful for XY company position their product and customer. Final, after risk analyze, propose advice lots of comments for control risk. These item help this paper achieved. XY Company is a small company. The revenue is 10 million at 2013. It is a design house in electronic commerce field. They have hardware and software design team. They are support factory which deliver innovation and quality consumer product to market quickly. From 2010 to 2013, they have lots of experience in commerce market. In XY Company’s strategy, they would like to expend their business. The e commerce is a good mode to expend their business. In this paper, PEST analysis (Political, Economic, Social and Technological analysis) describes a framework of macro environmental factors used in the environmental scanning component of strategic management. It focuses on economic and technological analysis. The Michael Porter's Five Forces Model is used for clarify the company stratagem. After these, this paper use SWOT analyze to find out the advantage and disadvantage of XY Company. They should face to the opportunity and threats. Actually, The e store’s situation and sales stratagem direct the way to market. They should propose the star product to market and influence more customers in market. After all, this paper recommends a standard which evaluation the e store. The detail schedule and financial statement is necessary. Keywords: Design/ Development Strategy/ business to consumer e commerceIII 目 录 摘要...........................................................................................................................................I ABSTRACT.............................................................................................................................. II 第一章 绪论..............................................................................................................................1 1.1 研究背景..................................................................................................................... 1 1.2 文献综述...................................................................................................................... 3 1.2.1 STP 理论........................................................................................................... 3 1.2.2 网络营销理论................................................................................................... 4 1.2.4 环境分析.......................................................................................................... 7 1.2.5 电商平台技术及其应用.................................................................................. 7 1.3 计划书的内容和结构.................................................................................................. 8 第二章 电子商务平台项目背景............................................................................................11 2.1 XY 公司概述 ............................................................................................................. 11 2.2 项目简介................................................................................................................... 11 2.3 项目特点................................................................................................................... 12 2.3.1 建立一个综合性的民乐电子商务平台......................................................... 12 2.3.2 公司拥有较深的民乐研究背景..................................................................... 15 2.3.3 先进的无线音频技术 蓝牙............................................................................ 16 2.4 本章小结................................................................................................................... 17 第三章 外部分析....................................................................................................................19 3.1 一般环境分析............................................................................................................ 19 3.1.1 政治因素分析................................................................................................ 19 3.1.2 经济因素分析................................................................................................ 21 3.1.3 社会因素分析................................................................................................. 24 3.1.4 技术因素......................................................................................................... 26IV 3. 2 市场环境分析........................................................................................................... 28 3.2.1 蓝牙音箱市场容量分析................................................................................ 28 3.2.2 消费者行为分析............................................................................................. 29 3.3 竞争环境分析............................................................................................................ 32 3.3.1 竞争者............................................................................................................ 32 3.3.2 替代品的威胁................................................................................................. 39 3.3.3 潜在进入者的威胁......................................................................................... 41 3.3.4 供应商议价..................................................................................................... 43 3.3.5 购买者议价..................................................................................................... 44 3.4 本章小结................................................................................................................... 45 第四章 资源能力分析............................................................................................................47 4.1 资源分析.................................................................................................................... 47 4.2 能力分析................................................................................................................... 50 4.2.1 产品研发能力................................................................................................. 51 4.2.2 制造能力......................................................................................................... 52 4.2.3 客户管理能力................................................................................................. 52 4.2.4 人力资源管理能力......................................................................................... 53 4.2.5 电商平台运作能力......................................................................................... 53 4.2.6 品牌运作能力................................................................................................. 53 4.4 核心竞争力............................................................................................................... 54 4.4.1 人才竞争力..................................................................................................... 54 4.4.2 创新竞争力..................................................................................................... 55 4.4.3 流程竞争力..................................................................................................... 57 4.5 企业级电商全网战略布局....................................................................................... 58 4.6 本章小结................................................................................................................... 59 第五章 市场细分和品牌定位................................................................................................61V 5.1 SWOT 分析及结论.................................................................................................... 61 5.1.1 机会................................................................................................................ 61 5.1.2 威胁................................................................................................................ 62 5.1.3 优势................................................................................................................ 63 5.1.4 劣势................................................................................................................ 63 5.2 市场细分.................................................................................................................... 66 5.3 目标市场选择............................................................................................................ 68 5.4 品牌定位.................................................................................................................... 71 5.5 营销策略................................................................................................................... 73 5.6 本章小结................................................................................................................... 74 第六章 经营策略....................................................................................................................76 6.1 XY 公司组织架构 ..................................................................................................... 76 6.2 项目团队架构............................................................................................................ 78 6.3 团队建设和培养....................................................................................................... 80 6.3.1 招聘................................................................................................................. 80 6.3.2 薪酬结构........................................................................................................ 81 6.3.3 考核................................................................................................................ 82 6.4 项目时间表............................................................................................................... 82 6.5 本章小结................................................................................................................... 83 第七章 财务评价和风险控制................................................................................................84 7.1 经营预测................................................................................................................... 84 7.2 财务数据分析............................................................................................................ 86 7.3 项目风险控制........................................................................................................... 89 7.3.1 电商平台风险................................................................................................. 90 7.3.2 运营与管理风险............................................................................................. 92 7.4 风险控制................................................................................................................... 93VI 7.4.1 电商平台风险控制........................................................................................ 93 7.4.2 公司层面的风险控制.................................................................................... 93 7.5 本章小结................................................................................................................... 94 结 论........................................................................................................................................96