商务社交网站（BSNS）是为商务人士创造在线交流和拓展人脉的平台。从对网站 的发展趋势及对国内外知名的 BSNS 网站分析中，可以发现国内 BSNS 网站有很大的发 展空间。根据国内商务人士的需求进行本土化的创新，创建适合国内人士的有价值的商 务社交平台才是 BSNS 网站在中国市场成功的关键。 基于国内商务人士对人脉的需求但又很难建立关系的困境，本文提出“地球村”商 务社交网站的计划。此网站以协助用户建立关系并维持关系为服务理念，借鉴国内外 BSNS 网站的运营模式，提出了 C2B2C 的商业模式，为企业及个人提供更快捷、更高效 的供与求无缝对接渠道。此模式是以商业活动为纽带，连接两个不同的个体，使得双方 获益。 本文以商业计划书的形式，结合战略、营销、运营、人力资源及财务等理论知识， 对拟投资的“地球村”商务社交网站项目进行全面规划。首先，对项目进行详细的外部 及内部环境分析，市场机会分析，竞争性分析及 SWOT 分析；其次，根据分析结论， 对项目进行市场定位，并制定 4P 营销策略进行品牌推广，进而对项目进行运营规划； 最后对项目进行较全面的财务分析，并对可能出现的风险做出分析，提出防范措施。通 过上述分析，得出本项目的建设是可行，具有良好社会效益及经济效益。 关键词，商务社交网站；财务分析；商业计划书II Abstract Business Social Networking Site (BSNS) is a platform for business people to create online exchanges and expand the network of people. From the website development trend and domestic and international famous BSNS website analysis, can be found the domestic BSNS site has much room for development. According to the demand of the domestic business people to make indigenous innovation and create valuable social platform for them is the key to success in the Chinese market. Based on the needs of the business people on the network of people, but with the difficulty to establish the good relationships, this article puts forward the global village business social networking site plan. This site, to help users to build and maintain relationships as the service concept, learning from domestic and international BSNS site operating models, proposes C2B2C business model to provide faster, more efficient supply and demand seamless connection channels for enterprises and individuals. This model is based on the business activities as a link connecting the two different individuals, so that both sides benefit. This article in the form of a business plan, combined with theoretical knowledge such as strategy, marketing, operations, human resources and financial planning, conducts a comprehensive project plan about the proposed investment in the global village business networking site project. Firstly, the project conducts a detailed external and internal environment analysis, market opportunity analysis, competitive analysis and SWOT analysis; Secondly, according to the conclusions based on the above analysis, make market positioning, set out the 4P marketing strategies, and carry out brand promotions; Thirdly, in order to project smooth implementation, conduct operations planning; Finally, do a comprehensive financial analysis of the project, analyze possible risks, and propose preventive measures. Through the above analysis, it’s known that the construction of the project is feasible, with good social and economic benefits. Key words: Business social networking; Financial analysis; A business planIII 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单.................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 研究的背景与意义.......................................................................................................... 1 1.2 文献综述.......................................................................................................................... 2 1.2.1 社交网站（SNS）.................................................................................................... 2 1.2.2 电子商务................................................................................................................... 4 1.2.3 网络招聘................................................................................................................... 5 1.2.4 商务社交网站........................................................................................................... 7 1.3 研究内容与方法 .............................................................................................................. 8 1.3.1 研究内容................................................................................................................... 8 1.3.2 研究方法................................................................................................................... 9 第二章 项目概况....................................................................................................................11 2.1 项目背景........................................................................................................................ 11 2.2 项目简介........................................................................................................................ 11 2.3 商业模式........................................................................................................................ 12 2.4 战略规划........................................................................................................................ 12 2.4.1 网站使命与目标..................................................................................................... 12 2.4.2 项目发展规划......................................................................................................... 13 2.4.3 项目市场规划......................................................................................................... 13 2.5 本章小结........................................................................................................................ 14 第三章 市场机会与竞争性分析............................................................................................15 3.1 外部环境分析................................................................................................................ 15 3.1.1 政策分析................................................................................................................. 15 3.1.2 经济分析................................................................................................................. 16 3.1.3 社会文化及人口环境分析..................................................................................... 18 3.1.4 技术环境分析......................................................................................................... 19IV 3.2 内部环境分析................................................................................................................ 19 3.2.1 资源分析................................................................................................................. 19 3.2.2 能力分析................................................................................................................. 20 3.3 项目的市场分析............................................................................................................ 20 3.3.1 市场供需分析......................................................................................................... 21 3.3.2 市场发展分析......................................................................................................... 22 3.3.3 消费者分析............................................................................................................. 25 3.4 项目的竞争性分析........................................................................................................ 26 3.4.1 竞争对手................................................................................................................. 26 3.4.2 替代品的威胁......................................................................................................... 31 3.4.3 潜在进入者的威胁................................................................................................. 31 3.4.4 供应商与客户议价能力......................................................................................... 32 3.5 项目 SWOT 分析 .......................................................................................................... 32 3.5.1 优势（Strength） ................................................................................................... 33 3.5.2 劣势（Weakness） ................................................................................................. 33 3.5.3 机会（Opportunity） ............................................................................................. 34 3.5.4 威胁（Threat） ...................................................................................................... 35 3.5.5 组合分析................................................................................................................. 35 3.6 本章小结........................................................................................................................ 36 第四章 市场定位与营销策略................................................................................................38 4.1 市场定位（STP）......................................................................................................... 38 4.1.1 市场细分................................................................................................................. 38 4.1.2 目标市场................................................................................................................. 41 4.1.3 市场定位................................................................................................................. 41 4.2 营销目标........................................................................................................................ 42 4.3 营销策略........................................................................................................................ 43 4.3.1 产品策略................................................................................................................. 43 4.3.2 价格策略................................................................................................................. 44 4.3.3 渠道策略................................................................................................................. 45 4.3.4 促销策略................................................................................................................. 45V 4.4 本章小结........................................................................................................................ 46 第五章 运营规划....................................................................................................................48 5.1 网站建设........................................................................................................................ 48 5.2 招商及运营.................................................................................................................... 49 5.2.1 网站招商................................................................................................................. 49 5.2.2 运营规划................................................................................................................. 49 5.2.3 品牌规划................................................................................................................. 49 5.3 公司组织结构及人员配置............................................................................................ 50 5.3.1 公司组织结构......................................................................................................... 50 5.3.2 人员配置及薪酬..................................................................................................... 50 5.4 价值链管理.................................................................................................................... 54 5.4.1 公司核心竞争力..................................................................................................... 54 5.4.2 公司价值链管理..................................................................................................... 55 5.5 本章小结........................................................................................................................ 55 第六章 财务分析....................................................................................................................57 6.1 总投资估算 .................................................................................................................... 57 6.2 筹资方案及资本退出方式 ............................................................................................ 57 6.2.1 筹资方案................................................................................................................. 57 6.2.2 资本退出方式......................................................................................................... 57 6.3 财务效益预测分析 ........................................................................................................ 58 6.3.1 销售收入预测......................................................................................................... 59 6.3.2 成本分析................................................................................................................. 59 6.4 财务指标分析 ................................................................................................................ 64 6.5 本章小结........................................................................................................................ 65 第七章 风险分析及对策........................................................................................................66 7.1 风险定量分析................................................................................................................ 66 7.1.1 单因素敏感性分析................................................................................................. 66 7.1.2 多因素敏感性分析................................................................................................. 66 7.2 风险定性分析与对策.................................................................................................... 67 7.2.1 市场风险与对策..................................................................................................... 67VI 7.2.2 管理风险与对策..................................................................................................... 68 7.2.3 资金风险与对策..................................................................................................... 69 7.2.4 技术风险与对策..................................................................................................... 70 7.3 本章小结........................................................................................................................ 70 结 论........................................................................................................................................71