随着互联网与移动互联网的迅速发展和广泛运用，信息化和网络化的电子 商务应用的步伐加快，全球经济已经跨入了网络经济时代，市场竞争规则，以 及生活方式都发生了深刻变化。跨境电子商务作为推动全球经济一体化、贸易 全球化的技术基础，具有十分重要的战略意义。为了顺应互联网与移动互联网 的发展趋势，以及利用电子商务平台在全世界范围内整合资源，提供效率，提 供更有效的增值服务，寻找创业机会，我和我的合作伙伴一起，研究全球范围 内电子商务创业的机会与发展，主要研究和开拓跨境电商业务，主营产品是女 性时尚配饰，主要是女性用于时装搭配的丝巾，围巾，胸针，项链，毛衣链等 配饰产品，为全世界的女性客户的服装搭配起到不可替代的作用。我和我的合 作伙伴看好跨境电子商务的发展前景，鉴于国内在电子商务方面的发展比较成 熟，再加上中国具备世界加工厂的货源优势，我们决定做跨境电商创业项目。 我们对女性配饰跨境电商市场业务进行调查研究并做出可行性分析，明确 本项目发展和运营的思路，做好阶段实施计划和资金计划，财务风险控制。本 文运用了调查分析法，SWOT 战略分析法，波力特五力模型，STP 分析法，4P 营 销策略组合等研究方法，对跨境电商市场和女性配饰跨境电商业务进行全面剖 析，对各大跨境电商实际交易数据的搜集和分析是本项目研究的基础，从项目 的研究背景, 研究意义开始，对项目的行业现状，具有的发展空间与机会进行 调查与挖掘,充分深入分析本项目的外部环境和内部条件，并作出相应合适的战 略选择。介绍本项目的主营产品，产品的供应链管理，及电商网站的服务规划， 对女性配饰行业的国际市场进行多层次剖析，确立本项目的目标市场，明确该 项目清晰的市场定位，并作出最合适的营销策略组合。同时对本项目的人力资 源规划做出详解，包括团队组织架构，各部门的核心工作职能，核心团队成员， 以及人员配备和薪酬制度的介绍。最后对本项目的各项财务数据进行分析，制 定出公司的融资计划, 资金使用计划等，并对项目进行风险评估和防范。最后 得出本商业计划书的结论。 关键词：跨境；电子商务；时尚配饰；零售MBA 学位报告 作者：杨茜 时尚配饰跨境电商项目商业计划书 III Abstract With the rapid development of the Internet and mobile Internet and widely used, the pace of information technology and network-based e-commerce applications to speed up the global economy has entered the era of network economy, market competition rules, and way of life have undergone profound changes. International e-commerce as promoting technological basis for global economic integration, trade globalization, strategically very important. In order to comply with the development trend of the Internet and mobile Internet, and the use of e-commerce platform integrated with the worldwide resources to provide efficient value-added services, look for entrepreneurial opportunities, my partners and I, research worldwide electronic development of business opportunities and entrepreneurship, the main research and business to develop international e-commerce supplier, the main product is the women's fashion accessories, mainly scarves for women's fashion with scarves, brooches, necklaces, sweater chain, etc. For the world of female beauty outfit plays an irreplaceable role in the crowning touch. We are optimistic about the prospects of international e-commerce, in the light of the development of domestic e-commerce, and the China as worldwide factory, we decided to do international e-commerce business. We have done deeply women accessories business market investigation and make feasibility analysis, a clear idea of the project development and operation, good planning and implementation stages of financial planning, financial risk control. In this paper, we have used the survey analysis, SWOT strategic analysis, Michael Porter's Five Forces Model, STP analysis, 4P marketing strategy, e-commerce supplier market and international e-commerce supplier for Women accessories business to conduct a comprehensive analysis, collection and analysis of the international e-commerce supplier is the basis of actual transactions of this research project, starting from the background of the project, the significance of the industry status quo of the project, with the development of space and opportunities for investigation and excavation, full-depth analysis for the external environment and internal conditions of the project, and make the appropriate right strategic choice. Introducing the project's main products, supply chain management, and the service plan of our website, on the international market women accessories industry multi-level analysis, the establishment of the target market of the project, the project explicitly clear market positioning, and make the most appropriate marketing strategy combination. While the human resources planning of this project, including team organizationMBA 学位报告 作者：杨茜 时尚配饰跨境电商项目商业计划书 IV structure, core functions of every department, the core team members, as well as staffing and remuneration system. Finally, the financial data of the project analysis, preparation of the company's financing plans, plans to use the funds, and project risk assessment and prevention. Finally, the present business plan drawn conclusions. Key words: International；E-commerce；fashion accessories；RetailMBA 学位报告 作者：杨茜 时尚配饰跨境电商项目商业计划书 V 目 录 一、绪论.................................................................................................1 （一）研究背景与意义...............................................................................................1 （二）研究内容............................................................................................................3 （三）研究方法............................................................................................................3 （四）相关理论............................................................................................................5 二、项目介绍......................................................................................... 8 （一）行业现状............................................................................................................8 （二）项目概述......................................................................................................... 10 （三）项目机会......................................................................................................... 11 三、战略分析....................................................................................... 14 （一）外部环境分析.................................................................................................14 （二）项目的 SWOT 分析.........................................................................................22 （三）战略选择......................................................................................................... 25 （四）运营策略......................................................................................................... 26 四、产品与服务....................................................................................28 （一）项目的主营产品.............................................................................................28 （二）产品的采购模式和组合策略........................................................................29 （三）网站与店铺的规划.........................................................................................30 （四）服务规划......................................................................................................... 32 五、市场分析与营销策略....................................................................38 （一）市场细分与目标客户....................................................................................38 （二）市场定位......................................................................................................... 39 （三）营销策略组合.................................................................................................40 六、人力资源与运营规划....................................................................44 （一）项目团队的组织架构....................................................................................44 （二）各部门的核心工作职能................................................................................44 （三）核心团队......................................................................................................... 45 （四）人员配备与薪酬制度....................................................................................46 七、 财务分析与融资规划..................................................................48MBA 学位报告 作者：杨茜 时尚配饰跨境电商项目商业计划书 VI (一) 财务分析.............................................................................................................48 (二) 融资计划.............................................................................................................50 (三) 资金使用.............................................................................................................51 (四) 退出机制.............................................................................................................51 八、 风险评估与防范..........................................................................53 （一）市场风险......................................................................................................... 53 （二）财务风险......................................................................................................... 53 （三）管理风险......................................................................................................... 53 九、结论...............................................................................................55