近年来，随着中国经济发展的加速以及社会开放度的增强，越来越来的外籍人士来 到北京、上海、广州等一线城市工作与生活。但是他们因文化冲突而未能适应的饮食习 惯需求却一直未能得到满足，专门针对外籍人士的进口食品市场存在较大空白。PJ 公司 的 Xpatmall 网上超市正是应运而生。 Xpatmall 网上超市以广州市内的常住外籍人士为目标客户群体，以网络在线销售的 方式专业零售原装进口高品质食品，包括鲜肉、速冻食品、奶制品、酒类及糖果零食等。 Xpatmall 网上超市于 2011 年 12 月 1 日正式上线，至今已正常运营超过 3 个月时间。 本文通过以 PJ 公司的 Xpatmall 网上超市进行案例研究。在大量浏览网上零售业与 创业理论的国内文献后，采用文献分析法与案例研究法，对正处于创业初期的 Xpatmall 网上超市进行了宏观环境分析、行业环境分析及内部环境分析后，选择目标市场及产品 定位并制定了 Xpatmall 网上超市的未来五年发展战略规划，并主要针对第一年战略规划 时间内制定了短期的现场促销营销方案及长期的网络营销及实体营销方案，之后再给出 简略的财务分析及风险管理应对措施。在与时俱进、适时调整策略的前提下，本人得出 Xpatmall 网上超市在最近几年时间内都会有较大的成长空间以及良好的发展前景的结 论。 希望本文详细的数据以及严谨的分析能给有意开展类似项目的企业提供一定的参 考价值。 关键词，网上超市；外籍人士；进口食品；创业计划；案例研究II Abstract With the acceleration of China's economic development and social openness increases, more and more foreigners came to Beijing, Shanghai and Guangzhou to work and live. Since the cultural conflict exists, the expatriates have failed to adapt to the local food. But meanwhile the current imported food’s market also can’t match their needs. The Xpatmall online supermarket of PJ Company is emerged. Xpatmall online supermarket retails imported food with original packing to the resident expatriates in Guangzhou, which including fresh frozen, dairy, drinks, milk & dairy ,sweets & snacks and so on. Xpatmall online supermarket formally launched on December 1, 2011 and it has been in normal operation over three months. This article based on the case of Xpatmall online supermarket of PJ Company. After reading a large number of literatures related to the online retailing industry and the entrepreneurship theory, I use the literature analysis and case studies as study methods. With macro environmental analysis, environmental analysis, internal environmental analysis and STP analysis, I have made a five-year strategic development plan for the Xpatmall online supermarket. Furthermore, I have not only made short-term and long-term promotional marketing programs, but also made the simple financial analysis and the risk management response. At last, I conclude that will have good prospects for development of the Xpatmall online supermarket in recent years. I hope the detailed data and rigorous analysis in this article can provide some reference value to those intend to carry out the similar projects. Key Words: Online supermarket; Expat; Imported Food; Business Plan; Case StudyIII 目 录 第一章 绪论........................................................................................................................1 1.1 选题背景及意义...........................................................................................................1 1.2 文献综述 ......................................................................................................................2 1.2.1 网络零售业相关概念简析....................................................................................2 1.2.2 网络零售国内外研究综述....................................................................................2 1.2.3 国内外创业理论研究综述....................................................................................5 1.2.4 网络零售业及其创业相关文献评析 ....................................................................7 1.3 研究方法与内容...........................................................................................................8 1.3.1 研究方法................................................................................................................8 1.3.2 研究内容................................................................................................................8 第二章 PJ 公司及 Xpatmall 概况 .....................................................................................10 2.1 PJ 公司创立与发展简介.............................................................................................10 2.2 团队简介 ...................................................................................................................10 2.3 组织架构 ...................................................................................................................11 2.4 企业理念 ...................................................................................................................12 2.5 运营现状 ...................................................................................................................12 2.6 本章小结 ...................................................................................................................13 第三章 PJ 公司外部环境分析...........................................................................................14 3.1 宏观环境分析 ...........................................................................................................14 3.1.1 政策法规.............................................................................................................14 3.1.2 经济环境.............................................................................................................14 3.1.3 社会文化.............................................................................................................15 3.1.4 技术环境.............................................................................................................17 3.2 行业环境分析 ............................................................................................................17 3.2.1 行业展望..............................................................................................................17 3.2.2 竞争对手分析 .....................................................................................................18 3.3 本章小结 ...................................................................................................................20IV 第四章 PJ 公司内部环境分析...........................................................................................21 4.1 组织资源 ...................................................................................................................21 4.2 技术资源 ...................................................................................................................21 4.3 物流资源 ...................................................................................................................21 4.4 客户资源 ...................................................................................................................22 4.5 核心竞争力 ...............................................................................................................23 4.6 SWOT 分析 ................................................................................................................24 4.7 本章小结 ...................................................................................................................25 第五章 PJ 公司目标市场选择与定位...............................................................................26 5.1 市场细分 ...................................................................................................................26 5.1.1 消费者行为调研 ..................................................................................................26 5.1.2 市场细分..............................................................................................................27 5.2 目标市场 ...................................................................................................................27 5.2.1 细分市场评估 ......................................................................................................27 5.2.2 目标市场选择 ......................................................................................................28 5.3 产品定位 ...................................................................................................................29 5.4 市场发展规划............................................................................................................30 5.4.1 五年年度规划 ......................................................................................................30 5.4.2 五年发展规划详细分析.......................................................................................31 5.5 本章小结 ...................................................................................................................34 第六章 营销分析..............................................................................................................35 6.1 营销理论 ...................................................................................................................35 6.2 现场促销方案制定....................................................................................................35 6.2.1 广州国际学校简介 .............................................................................................35 6.2.2 具体促销实施方案 .............................................................................................36 6.2.3 方案可行性分析 .................................................................................................39 6.3 常规营销策略 ...........................................................................................................40 6.4 本章小结 ...................................................................................................................41V 第七章 财务分析..............................................................................................................42 7.1 投资估算 ....................................................................................................................42 7.1.1 资金需求.............................................................................................................42 7.1.2 筹建期资金使用 .................................................................................................42 7.1.3 资本结构与规模 .................................................................................................43 7.1.4 融资方案备选 .....................................................................................................44 7.2 资本预算 ....................................................................................................................44 7.2.1 营业预测.............................................................................................................44 7.2.2 三年净现金流 .....................................................................................................45 7.2.3 可行性分析.........................................................................................................46 7.2.4 盈利能力分析 .....................................................................................................46 7.2.5 盈亏平衡分析 .....................................................................................................46 7.3 促销方案成本预算....................................................................................................46 7.4 风险资本退出 ...........................................................................................................47 7.5 本章小结 ...................................................................................................................48 第八章 风险管理..............................................................................................................49 8.1 风险识别与分类........................................................................................................49 8.1.1 风险分析法..........................................................................................................49 8.1.2 风险识别与分类 ..................................................................................................49 8.2 风险程度简表 ...........................................................................................................50 8.3 风险应对措施 ...........................................................................................................51 8.4 本章小结 ...................................................................................................................54 结论.....................................................................................................................................55