货比三家是中国人购物的普遍心态，而口碑相传是众多消费类商家最希望达到的效 果。面对在潜力巨大的中国消费市场，很多人希望通过互联网把这个市场和众多的消费 者整合在一起。2007 年美国次货危机，到今年已经演变成一场全球金融海啸。不论是美 国还是中国，大部分消费者在面对经济危机发生的时候，首先考虑的是改变自己的消费 习惯与模式，由此引发整个消费观念的变化。消费者倾向于采用更为廉价的商品以及服 务应付日常所需，压缩非必要的开支。我国互联网越来越普及，人们不但希望网络能够 提供丰富的内容，而且希望自己能够参与进去，成为一个真正的“网络公民”。人们的这 种欲求也促使互联网业发展到了一个新的阶段，即所谓的“WEB2.0”时代。群体参与、 共同建设、源于生活又反馈于生活成为这个网络时代的主题。从这个时代开始，人们开 始了现实生活与网络虚拟生活的融合――网络成为生活的一部分。 因共同的志向，我们组成了一个创业团队，并具备了成功经营比较购物电子商务所 需关键因素，优势互补的优秀团队、优秀的开发能力、设计合理的赢利模式、对客户的 巨大价值、专业的营销战略等。 月光宝盒网根据网络消费者的特点进行开发，为网络消费者提供一个自动比价、自 动比较采购方案、24 小时无缝接入的虚拟社区，为商家提供一个产品咨询销售服务平台。 月光宝盒网的出现，将能大大提升网络消费者对于产品及服务的售前售中售后体验，加 强产品展现力、商家服务的水平及售后服务。 文章根据市场分析的数据，运用了战略管理、营销管理、SWOT 分析方法，针对经 营环境和行业状况的调研结果，提出了企业的整体定位，企业的目标客户群以及发展目 标。月光宝盒网根据网络消费者的特点进行开发，为网络消费者提供一个自动比价、自 动比较采购方案、24 小时无缝接入的虚拟社区，为商家提供一个产品咨询销售服务平台。 作者最后根据网站项目的特点和目标市场制订出盈利模式和工作安排。最后根据公 司的运营收入、人力资源计划等情况，预测了公司未来三年的资产负债表、利润表和现 金流量表，运用了投资回收期法、净现值法和内部收益率等财务分析方法，从财务分析 的角度论证了项目的可行性。 关键词，购物；搜索；比较；商业计划 IAbstract Shop around is a common way of purchasing in China. To gain a good reputation is always what the companies want. Facing such a huge Chinese consumer market, to link the customers and the market together through the Internet becomes a niche. The US subprime mortgage crisis, in2007, has led to a global financial crisis this year. In USA and in China, people change their way of consumption when experiencing such crisis, and finally change the concept. Therefore, they may purchase a cheaper product or service to meet their needs and reduce the outlay. The widely use of Internet makes people ask for more. Abundant information is no longer enough, they are willing to get involved and become a so-called “internet citizen”. The internet upgrades itself by entering upon a new phase - WEB2.0 to meet such a demand. Group participation, mutual construction, learns from the daily life and feedback is going to be the themes of network age. From now on, people start to integrate real life with internet virtual life. We build a team based on mutual targets and interests. Moreover, our team has some important elements for operating an E-commerce such as complementary advantage, excellent development ability, reasonable profit mode, huge value for customers and professional marketing strategies etc. We research moonlight box online according to online consumers. It can give an automatic price comparison、plan comparison、virtual community service to online consumers whenever necessary. It is a sales and service platform for business. Moon light box will greatly enhance the experience of the consumer in buying products and services. It will make products and service more attractive and improve the service of business in the sales and after-sales. This article is based on the data from the marketing analysis, by using the theories of strategy management, marketing management and the SWOT analysis mode. We offer some suggestion about the positioning, development strategy and teach the company to choose their target customers, after doing some researches on the business environment. The moonlight box online is customized that it gives an automatic price comparison, plan comparison, virtual community service to their consumers whenever necessary. According to the characteristics and the target market of the moonlight box, the author creates a revenue mode and a flow chart of the work arrangement. Finally, basing on the Statistical analysis of the finance and the human resource, the author makes a forecast on the flow of assets and liabilities and tells the possibility of the project. KEY WORDS: Shopping; Searching; Comparison; Business Plan II目 录 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 第一章 绪论..............................................................................................................................6 1.1 选题的背景及意义.......................................................................................................... 6 1.1.1 选题的背景............................................................................................................... 6 1.2 选题意义.......................................................................................................................... 7 1.3 文献综述.......................................................................................................................... 8 1.3.1 国内外对比较购物相关领域的研究成果理论....................................................... 8 1.3.2 网络购物................................................................................................................. 10 第二章 市场分析....................................................................................................................12 2.1 行业分析........................................................................................................................ 12 2.1.1 总体概况................................................................................................................. 12 2.2 搜索行业分析，............................................................................................................ 12 2.3 口碑营销，.................................................................................................................... 13 2.4 用户行为分析，............................................................................................................ 14 2.4.1 网络消费者需求特征............................................................................................. 14 2.4.2 网络消费者行为特征............................................................................................. 14 2.4.3 影响网络消费者购买的主要因素......................................................................... 15 2.5 竞争分析........................................................................................................................ 16 2.5.1 传统综合购物网站分析，..................................................................................... 16 2.5.2 比较购物网站分析，............................................................................................. 18 2.6 本章小结........................................................................................................................ 21 第三章 月光宝盒网定位及赢利模式....................................................................................22 3.1 市场前景........................................................................................................................ 22 3.2 进入时机........................................................................................................................ 22 3.3 目标客户群，................................................................................................................ 22 3.4 市场形象，.................................................................................................................... 22 1华南理工大学硕士学位报告 3.5 SWOT分析 ..................................................................................................................... 23 3.6 网站功能........................................................................................................................ 23 3.7 赢利模式........................................................................................................................ 25 3.8 本章小结........................................................................................................................ 26 第四章 营销策略....................................................................................................................27 4.1 比较的产品.................................................................................................................... 27 4.1.1 开始阶段................................................................................................................. 27 4.1.2 成熟阶段................................................................................................................. 27 4.2 产品研发........................................................................................................................ 27 4.2.1 比较购物搜索引擎的数据来源............................................................................. 27 4.2.2 后期研发................................................................................................................. 28 4.2.3 平台建设................................................................................................................. 28 4.2.4 网站架构................................................................................................................. 28 4.2.5 网页风格................................................................................................................. 29 4.2.6 动态功能开发......................................................................................................... 29 4.2.7 网上广告计划......................................................................................................... 29 4.2.8 网站测试................................................................................................................. 29 4.2.9 项目工程进度......................................................................................................... 30 4.2.10 其他注意事项....................................................................................................... 30 4.3 营销组合........................................................................................................................ 30 4.3.1 渠道策略................................................................................................................. 30 4.3.2 促销策略................................................................................................................. 30 4.3.3 网络推广模型......................................................................................................... 31 4.3.4 广告宣传，............................................................................................................. 33 4.4 服务、投诉与应对机制................................................................................................ 34 4.5 本章小结........................................................................................................................ 34 第五章 月光宝盒网公司运营与管理..................................................................................35 5.1 发展战略........................................................................................................................ 35 5.2 公司的组织结构和管理模式........................................................................................ 35 5.3 部门职责及协调机制.................................................................................................... 36 2目 录 5.4 现有人力资源或经营团队............................................................................................ 37 5.4.1 成员简历及业绩..................................................................................................... 37 5.4.2 团队精神................................................................................................................. 38 5.4.3 与企业的利害关系................................................................................................. 38 5.4.4 管理团队的开放性................................................................................................. 38 5.5 人事计划........................................................................................................................ 39 5.6 薪资方案........................................................................................................................ 39 5.7 人力资源规划................................................................................................................ 40 5.8 研究与开发.................................................................................................................... 41 5.9 本章小结........................................................................................................................ 41 第六章 财务分析....................................................................................................................42 6.1 资金计划........................................................................................................................ 42 6.1.1 资金投入及资金来源............................................................................................. 42 6.1.2 资金使用计划......................................................................................................... 42 6.2 财务分析........................................................................................................................ 42 6.2.1 经营收入预测......................................................................................................... 38 6.2.2 成本费用明细表..................................................................................................... 39 6.2.3 薪金水平明细表..................................................................................................... 44 6.2.4 固定资产明细表..................................................................................................... 45 6.2.5 资产负债表............................................................................................................. 45 6.2.6 利润表..................................................................................................................... 46 6.2.7 现金流量表............................................................................................................. 46 6.3 财务分析指标................................................................................................................ 47 6.3.1 投资回收期............................................................................................................. 48 6.3.2 净现值(NPV)和内部收益率（IRR）.................................................................... 48 6.4 投资回报........................................................................................................................ 49 6.5 本章小结........................................................................................................................ 49 第七章 月光宝盒网风险控制..............................................................................................50 7.1 风险................................................................................................................................ 50 7.1.1 技术风险................................................................................................................. 50 3华南理工大学硕士学位报告 7.1.2 市场风险................................................................................................................. 50 7.1.3 经营风险................................................................................................................. 50 7.1.4 财务风险................................................................................................................. 51 7.2 对策................................................................................................................................ 51 7.2.1 技术风险对策......................................................................................................... 51 7.2.2 市场风险及对策..................................................................................................... 51 7.2.3 经营风险及对策..................................................................................................... 51 7.2.4 财务风险对策......................................................................................................... 48 7.3 网站生命周期管理........................................................................................................ 48 7.3.1 网站生命周期的五个阶段..................................................................................... 48 7.3.2 网站生存周期规划................................................................................................. 48 7.4 本章小结........................................................................................................................ 48 结 论........................................................................................................................................54