区别于普通的 B2B 电子商务平台，本报告基于云服务的版型设计和品牌塑造，结 合以移动终端为入口的品牌类服装批发，提出从服装设计到流通的全方位解决方案。服 装厂商可通过移动端向云端提出版型设计或品牌开发的服务请求，平台根据厂商的整体 情况进行评估并设计出精准方案。合作品牌厂商通过平台免费开档口，拓宽交易渠道的 同时，还能获取市场的量化需求，为科学的生产决策提供依据；采购商则可利用平台的 大数据分析能力和智能化的信息处理技术快速找到符合采购商要求的精准信息，从而帮 助采购商做出理智和高效的采购决策。 本商业计划书主要运用战略管理、营销管理、财务管理等相关理论，对服装批发平 台项目进行了合理的分析和研究。文章先对服装批发行业的环境进行了分析，通过 PEST 模型明确了项目所处的宏观环境是有利的；通过波特五力模型确定了项目所处的竞争环 境相对乐观。接着利用 SWOT 方法分析出项目内部优势大于劣势，外部机会整体大于 威胁的结论，并由此制定出相应的战略方案。营销策略方面，通过 STP 战略完成市场细 分，确定目标市场和定位，并通过 4P 理论制定出能快速实现目标的营销策略。财务方 面，通过现金流预测得出项目净现值（NPV）为 181.36 万、内部收益率（IRR）和修正 内部收益率（MIRR）分别为 31%和 25%，均大于资本成本 16.9%、投资回收期为 5.4 年，以上结果确定了项目较强的盈利能力；最后分析了平台所面临的政策环境、经营管 理和财务方面的风险，并分别提出了合理对策，风险性较小。所以，移动服装批发平台 项目具有非常好的社会和经济价值，前景极其乐观。 关键词，商业计划书；服装批发；移动互联网；电子商务II ABSTRACT Different from other B2B e-commerce platform, this paper based on cloud service version design and brand building, combined with brand clothing wholesale take mobile terminal as an entrance, proposed a comprehensive solution form clothing design to circulation. Clothing manufacturers can put to the version design and brand development service from cloud, platform will base on manufacturers situation put a precise scheme. Brand clothing manufacturers through the platform free shop, increasing the trading channels, but also access to the quantitative needs, provide a scientific basis for production decisions; Buyers can use the platform’s big data analysis capabilities and intelligent information processing technology to quickly find accurate information in line with the requirments of buyers, so platform will help buyers make rational and efficient procurement decisions. This paper mainly used strategic management, marketing management, financial management and other related theories, made a rational analysis and study to the clothing mobile wholesale platform. First, analyzed the industry environment of cloting wholesale, it is clear that the macro environment is advantageous by the PEST, and the competitive environment relatively optimistic by the Potter Five; Secondly, through the SWOT analysis that the internal advantages outweigh the disadvantages, the external opportunities are greater than the threat, then made out the corresponding strategic plan; in marketing strategy, completed market segmentation, identify target markets and market positioning by the STP, made out a marketing mix strategy that can rapidly achieve the objectives by the 4P. In finance, it is sure that the NPV of project is yen1813.6 thousand yuan, the IRR is 31% and MIRR is 25%, over the cost of capital 16.9%, the payback period is 5.4years, all of the above indicators show a strong profitability of the project; Finally, analyzed the policy enviroment, management and financia risks faced by the platform, and put forward some reasonable countermeasures. SO the clothing mobile wholesale platform have the best social and economic value, prospects are optimistic. Keywords: Business Plan; Clothing Wholesale; Mobile Internet; Electornic CommerceI 目 录 摘要...................................................................... I ABSTRACT ............................................................... II 图表目录.................................................................IV 第一章 绪论...............................................................1 1.1 研究背景与意义 ...................................................... 1 1.2 文献综述 ............................................................ 2 1.2.1 服装批发研究现状................................................. 2 1.2.2 移动互联网和移动电子商务研究现状................................. 3 1.2.3 相关理论研究..................................................... 4 1.3 研究内容与方法 ...................................................... 5 1.3.1 研究内容......................................................... 5 1.3.2 研究方法......................................................... 6 第二章 项目介绍...........................................................8 2.1 项目简介 ............................................................ 8 2.1.1 项目概况......................................................... 8 2.1.2 发展目标......................................................... 9 2.1.3 项目构成和计划.................................................. 10 2.2 项目营运规划 ....................................................... 14 2.2.1 营运计划........................................................ 14 2.2.2 盈利模式........................................................ 14 2.3 本章小结 ........................................................... 16 第三章 战略规划..........................................................17 3.1 外部环境分析 ....................................................... 17 3.1.1 宏观环境分析.................................................... 17 3.1.2 竞争环境分析.................................................... 21 3.2 内部环境分析 ....................................................... 23II 3.3 竞争战略选择 ....................................................... 25 3.4 本章小结 ........................................................... 26 第四章 市场及营销策略分析................................................27 4.1 市场分析 ........................................................... 27 4.1.1 市场存在问题分析................................................ 27 4.1.2 市场发展趋势分析................................................ 28 4.2 目标市场选择和定位 ................................................. 30 4.2.1 市场细分........................................................ 31 4.2.2 目标市场确定.................................................... 33 4.2.3 市场定位........................................................ 34 4.3 营销策略分析 ....................................................... 35 4.3.1 产品策略........................................................ 35 4.3.2 价格策略........................................................ 36 4.3.3 渠道策略........................................................ 36 4.3.4 促销策略........................................................ 37 4.4 本章小结 ........................................................... 37 第五章 人力资源规划与薪酬设计............................................38 5.1 组织设计与岗位要求 ................................................. 38 5.1.1 组织架构设计.................................................... 38 5.1.2 岗位职责要求.................................................... 39 5.2 组织管理理念 ....................................................... 41 5.3 薪酬设计 ........................................................... 41 5.4 本章小结 ........................................................... 43 第六章 投资估测与财务预测分析............................................44 6.1 投资估测与投融资计划 ............................................... 44 6.1.1 投资估测........................................................ 44 6.1.2 投融资计划...................................................... 45 6.2 经营预测 ........................................................... 46III 6.2.1 环境假设........................................................ 46 6.2.2 收入预测........................................................ 46 6.2.3 支出预测........................................................ 49 6.2.4 现金流预测...................................................... 50 6.3 项目效益评估 ....................................................... 53 6.3.1 项目资本成本.................................................... 54 6.3.2 项目净现值...................................................... 54 6.3.3 项目内部收益率.................................................. 54 6.3.4 项目投资回收期.................................................. 55 6.4 本章小结 ........................................................... 56 第七章 风险管理..........................................................57 7.1 风险定性分析 ....................................................... 57 7.1.1 政策环境风险识别与对策.......................................... 57 7.1.2 经营管理风险识别与对策.......................................... 58 7.1.3 财务会计风险识别与对策.......................................... 59 7.2 风险定量分析 ....................................................... 59 7.2.1 关于净现值的单因素敏感性分析.................................... 60 7.2.2 关于内部收益率的单素敏感性分析.................................. 61 7.3 本章小结 ........................................................... 62 结 论...................................................................63