随着我国互联网的快速发展，经过十多年的市场培育，电子商务市场进入了爆发式 增长阶段，一年的网络购物金额已超过 4000 亿元，传统企业纷纷涉足电子商务。本文 研究了电子商务市场和礼品行业的状况，阐述了其中的市场机会，对礼品网站的运营作 了经济分析，可供从事电子商务的企业参考，希望能对购物网站的投资者、管理者有所 启迪。本文以一个礼品网站为研究对象，以商业计划书的形式，运用战略管理学、公司 财务管理、营销管理、消费者行为学等理论，对该项目的营销、运营、投资收益、风险 控制等各方面进行了详细分析，使投资者对该项目有非常清楚的认识，从而为该项目的 融资创造条件。 本文首先对电子商务和礼品行业的宏观环境进行分析，即分析政策、法律、经济、 技术、文化等因素，明确大环境中的有利因素和不利因素，可知宏观环境是有利于“礼 来啦”网站项目发展的。分析了宏观环境后，用波特五力分析法分析电子商务市场和礼 品行业的竞争环境，制定出竞争战略。然后利用 SWOT 分析法分析项目的优、劣势、 机遇与威胁，制定出经营战略。在这些分析的基础上，通过 STP 营销选择礼品网站的目 标市场，确定网站品牌形象、产品和服务的定位。根据既定战略和 STP 营销结果，制定 了适合目标市场的 4C 营销策略组合，以实现提升网站品牌知名度、提高访问流量、扩 大市场占有份额，最终实现赢利的目的。最后对项目进行了财务分析，预测了各项成本、 现金流及未来收益，并对风险进行了预测评估及作出相应的对策。本项目初始投资为 3 百万元，其中的 200 万元计划向风险投资者融资；项目资本成本为 10.3899%；项目前 七年的净现值（NPV）为 262.82 万元，远大于零；前七年的修正内部收益率（MIRR） 为 19.8%，大于项目资本成本；贴现的回收期为 5.4 年，小于投资者期望的 7 年。综合 以上分析，得出本项目可行、值得投资的结论。 关键词，商业计划书；创业融资；礼品网站II Abstract With the rapid development of Internet in China, after ten years of market cultivation, e-commerce market has entered a phase of explosive growth, the amount of online shopping in a year has more than 400 billion yuan, traditional companies are involved in e-commerce.In this paper,It make a research on E-business and gift business conditions, describeing the market opportunities,and making a economic analysis,for reference in the e-commerce companies, hoping to investors or managers of theshopping site have the inspiration. In this paper, a gift site as the research object to the form of a business plan, the use of strategic management, financial management, marketing management, consumer behavior and other theories, conduct a detailed analysis of the project's marketing, operations, investment income, risk control.so the project investors have a very clear understanding, and thus create the conditions for financing the project. This first e-commerce and gift industry macro-environment for analysis,it analyse policy, legal, economic, technology, cultural factors, specifically the environment of the favorable and unfavorable factors, we can see the macro environment is conducive to project development. After analysis of the macroeconomic environment, with the Porter Five Forces Analysis of e-commerce market and the competitive environment in the gift industry to develop a competitive strategy. SWOT analysis method and then use the advantages of the project, weaknesses, opportunities and threats, develop a business strategy. Based on this analysis, selected gift web site’s target market by STP marketing, determine the site brand image, product and service positioning. After the STP marketing, defineing the Marketing Strategy of 4C for the target market to enhance the site to achieve brand awareness, increase visitor traffic, and expand market share, and ultimately profit purposes. Finally, it make the financial analysis of the project, predicting the cost, cash flow and future earnings, and to predict the risk assessment, make corresponding countermeasures. Initial investment of this project is 3 million, of which 200 million program to finance the venture capitalists; project capital cost of 10.3899%; the first seven years net present value (NPV) of the project was 2.6282 million yuan, much higher than zero; the first seven years’ modified internal rate of return of (MIRR) was 19.8% greater than the cost of capital projects; discounted payback period is 5.4 years less than investors expected 7 years. Based on the above analysis, it draw a conclusion of the feasibility of the project and worth the investment. Key Words:Business plan, Venture Capital Financing,Gift websiteIII 目 录 摘要.............................................................................................................................................I Abstract ..................................................................................................................................... II 图表清单.................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 报告研究的背景和意义................................................................................ 1 1.2 文献综述........................................................................................................ 2 1.2.1 商业计划书的编制 ................................................................................. 2 1.2.2 战略管理方面 ......................................................................................... 3 1.2.3 营销管理方面 ......................................................................................... 4 1.2.4 财务管理方面 ......................................................................................... 6 1.2.5 创业理论方面 ......................................................................................... 7 1.2.6 电子商务方面 ......................................................................................... 7 1.3 研究方法与内容.......................................................................................... 10 第二章 项目概况....................................................................................................................13 2.1 项目简介...................................................................................................... 13 2.2 产品及服务.................................................................................................. 13 2.3 盈利模式及融资方案.................................................................................. 13 2.4 管理团队介绍.............................................................................................. 13 2.5 战略规划...................................................................................................... 14 2.5.1 网站使命与目标 ................................................................................... 14 2.5.2 项目发展规划 ....................................................................................... 14 2.5.3 项目市场规划 ....................................................................................... 14 2.6 本章小结...................................................................................................... 15 第三章 营销环境分析............................................................................................................16 3.1 宏观环境分析.............................................................................................. 16 3.1.1 政策环境 ............................................................................................... 16 3.1.2 法律环境 ............................................................................................... 17 3.1.3 经济环境 ............................................................................................... 17 3.1.4 技术环境 ............................................................................................... 20IV 3.1.5 文化环境 ............................................................................................... 21 3.2 我国电子商务概况及礼品行业环境分析.................................................. 21 3.2.1 目前我国电子商务状况 ....................................................................... 21 3.2.2 礼品行业概况 ....................................................................................... 22 3.2.3 行业竞争波特五力分析 ....................................................................... 23 3.2.4 制定竞争战略 ....................................................................................... 25 3.3 SWOT分析 ...................................................................................................... 25 3.3.1 优势 ....................................................................................................... 25 3.3.2 劣势 ....................................................................................................... 26 3.3.3 机会 ....................................................................................................... 26 3.3.4 威胁 ....................................................................................................... 26 3.3.5 组合分析 ............................................................................................... 26 3.4 本章小结...................................................................................................... 27 第四章 市场营销策略............................................................................................................29 4.1 市场分析...................................................................................................... 29 4.1.1 营销机会分析 ....................................................................................... 30 4.1.2 消费者分析 ........................................................................................... 31 4.2 制定营销目标.............................................................................................. 35 4.3 STP分析 .......................................................................................................... 36 4.3.1 市场细分 ............................................................................................... 36 4.3.2 目标市场选择 ....................................................................................... 37 4.3.3 市场定位 ............................................................................................... 37 4.4 营销组合策略.............................................................................................. 37 4.4.1 顾客 ....................................................................................................... 37 4.4.2 成本 ....................................................................................................... 38 4.4.3 便利 ....................................................................................................... 38 4.4.4 沟通 ....................................................................................................... 39 4.5 本章小结...................................................................................................... 41 第五章 运营计划....................................................................................................................42 5.1 网站的招商及商城运营计划...................................................................... 42V 5.2 礼来啦网礼品运营计划.............................................................................. 43 5.2.1 送货方式及供货方式 ........................................................................... 43 5.3 网站的购物流程、订单处理流程和支付方式.......................................... 43 5.3.1 消费者购物流程 ................................................................................... 43 5.3.2 订单处理流程 ....................................................................................... 44 5.3.3 付款方式 ............................................................................................... 45 5.4 网站建设...................................................................................................... 45 5.5 公司组织结构及人力资源规划.................................................................. 46 5.5.1 公司组织结构 ....................................................................................... 46 5.5.2 人员配置及薪酬 ................................................................................... 48 5.6 本章小结...................................................................................................... 50 第六章 财务计划及分析........................................................................................................51 6.1 关于财务数据的说明与假设...................................................................... 51 6.2 投融资计划与退出方式.............................................................................. 51 6.2.1 投资计划 ............................................................................................... 51 6.2.2 融资计划 ............................................................................................... 52 6.2.3 退出方式 ............................................................................................... 52 6.3 项目经营预测.............................................................................................. 53 6.3.1 收入预测和支出预测 ........................................................................... 53 6.3.2 现金流预测 ........................................................................................... 53 6.4 项目经济效益评价...................................................................................... 54 6.4.1 贴现率的确定 ....................................................................................... 54 6.4.2 净现值 ................................................................................................... 56 6.4.3 回收期 ................................................................................................... 57 6.4.4 内部收益率 ........................................................................................... 57 6.5 本章小结...................................................................................................... 58 第七章 项目风险及对策........................................................................................................59 7.1 风险定性分析.............................................................................................. 59 7.1.1 政策风险及对策 ................................................................................... 59 7.1.2 市场风险及对策 ................................................................................... 59VI 7.1.3 财务风险及对策 ................................................................................... 60 7.1.4 技术风险及对策 ................................................................................... 60 7.2 风险定量分析.............................................................................................. 60 7.2.1 单因素敏感性分析 ............................................................................... 60 7.2.2 多因素敏感性分析 ............................................................................... 61 7.3 本章小结...................................................................................................... 62 结论..........................................................................................................................................63