2013 年以来，随着传统零售行业增长速度的减慢，电子商务在我国保持了 快速的增长，正在成为我国市场经济中重要的经济增长点和产业升级创新的重要 领域。我国电子商务的高速发展，一方面得益于基础设施建设的完善，如法律法 规的健全、扶持政策的实施、支付工具的普及、个人征信体系的逐步完善、移动 互联网的高速发展及覆盖全国的物流网络的初步形成等；另一方面得益于各级政 府、企业用户和消费者对互联网和电子商务的接受程度逐步提高，电商行业也迎 来了大量的传统企业，电子商务所提供的消费大数据也反过来对传统企业的生产 运营提供了支撑。 然而我国西北地区由于网络基础设施建设滞后、互联网普及率低、交通不便、 物流设施落后、产业结构单一、企业信息化水平低、企业供应链管理粗放、电子 商务从业人员质量偏低等，电子商务发展严重滞后、电子商务交易额偏低。因此， 如何为政府及企业提供专业化的电商顶层设计方案、供应链解决方案、人才培养 计划、互联网品牌营销、电子商务渠道建设等实施方案，是从业者需要认真思考 的问题和极具有发展前景的创业机会。 本商业计划书以“电商服务”为着手点，结合电子商务行业发展的趋势、西 北地区电子商务经营环境的特点和发展中遇到的瓶颈，对电商服务项目的内容进 行了总体规划；运用波特五力模型和 SWOT 分析工具对该项目的竞争力进行了分 析，根据市场营销相关理论，对电商服务市场进行细分和定位，并据此制订了相 适宜的产品、价格、渠道和促销策略；根据财务管理理论，预测了项目的融资需 求，分析可能出现的风险并提出控制风险的办法，并对项目的组织架构、人力资 源配置等提出了规划，为项目的顺利实施奠定了可靠的基础。 关键词：电商服务；竞争分析；营销战略；商业计划书MBA 学位报告 作者：宋鹏 京智电商服务公司项目商业计划书 II Abstract Under the situation of slowing down of the national retail trade, e-commerce including online retailing has maintained a rapid growth trend since 2013. It is becoming an important economic growth point，an important area of industrial upgrading and innovation in China's market economy. There are two reasons for the rapid development of e-commerce, on the one hand, thanks to the improvements of infrastructure construction, such as the rapid development of laws and regulations, the implementation of the supporting policy, the popularization of payment instruments, the gradually perfect personal credit system, the rapid development of mobile Internet and nationwide logistics network; on the other hand, thanks to the gradually increasing acceptance of the Internet and e-commerce by government, enterprise and consumers. More and more traditional enterprises have entered the e-commerce industry; sales paid online increase continuously, consumer data offered by e-commerce in turn provide support to traditional business operation. However, e-commerce is lagging behind in the northwest of our country because of the lack of network infrastructure construction, low network popularity，traffic inconvenience, backward logistics facilities, single industrial structure, low level of enterprise informatization and management of enterprise supply chain, low quality of e-commerce practitioners. Therefore, practitioners need to consider seriously how to provide professional business top-level design, supply chain solutions, personnel training plan, Internet brand marketing, e-commerce channel construction plan for the government and enterprises, and it also has a very good prospects. This paper chooses to focus on e-commerce services. It makes the overall planning of the content of the e-commerce service project considering the development trend of e-commerce industry, the characteristics and bottleneck of the e-commerce environment in Northwest China; analyzes the competitiveness of the project using Potter's five forces model and SWOT analysis tools. According to the relevant theories of marketing, it makes the segmentation and positioning of the business services market, and then establish the suitable products, price, channel and promotion strategy; forecasts the project financing demand and analysis of the possible risk and puts forward the risk control measures by the theory of financial management, and plans the project organization and allocation of human resources, to lay a solid foundation for the implementation of the project. Key words: e-commerce service; Competitive analysis; Marketing strategy; Business planMBA 学位报告 作者：宋鹏 京智电商服务公司项目商业计划书 III 目录 中文摘要......................................................................................................I Abstract.....................................................................................................II 一、绪论.....................................................................................................1 （一）选题背景及研究意义...................................................................................1 （二）相关理论综述...............................................................................................2 （三）研究方法.......................................................................................................5 二、京智电商服务公司项目介绍............................................................7 （一）项目概述.......................................................................................................7 （二）经营目标.......................................................................................................7 （三）项目成员介绍...............................................................................................8 三、京智电商服务公司项目服务业务介绍............................................9 （一）服务概述.......................................................................................................9 （二）服务组合.....................................................................................................10 四、京智电商服务公司项目市场环境分析..........................................27 （一）宏观环境分析.............................................................................................27 （二）京东电商服务公司项目竞争性分析.........................................................29 五、京智电商服务公司项目营销策略..................................................33 （一）目标市场定位.............................................................................................33 （二）产品策略.....................................................................................................33 （三）价格策略.....................................................................................................35 （四）渠道策略.....................................................................................................36 （五）促销策略.....................................................................................................37 六、京智电商服务公司项目财务规划与融资......................................42 （一）融资需求与投向.........................................................................................42 （二）融资方案.....................................................................................................43 （三）风险与控制.................................................................................................44 （四）退出机制.....................................................................................................45 七、京智电商服务公司项目组织架构..................................................47 （一）公司组织架构.............................................................................................47 （二）管理责权描述.............................................................................................47 （三）人力资源配置.............................................................................................48 八、结论...................................................................................................49