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2020年直销互动服务平台商业计划书DOC

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直销的生意就是做人的生意,做人的生意就是做人的服务。移动互联网的核心是连 接人和服务,所以移动互联网的兴起及微信的流行,为直销企业解决团队的管理和营销 带来了新的希望。 本报告结合直销和移动互联网,提出了利用移动互联网,特别是微信,让直销团队 抛开传统的团队管理模式、进而主动拥抱移动互联网,借助移动互联网而构建一个互动 服务的直销人平台,让团队利用移动互联网快速解决直销三大难题,则“发展新人”,“留 住老人”,“提升业绩”,以降低营销成本,提高工作效率和团队的稳定性。 本报告从战略分析,市场营销、人力资源、财务分析、风险分析等方面对直销互动 服务平台进行了全面分析。首先从政治、经济、社会文化、技术环境等方面进行了宏观 分析,然后分析了平台所处的行业环境、竞争环境以及自身条件,最后利用 SWOT 模 型分析,确定了平台“集中化”的战略方向与“差异化”的营销模式。在确定平台的战 略定位之后,进行市场营销分析及 STP 分析,确定了平台立足于直销行业,重点做直销 互动管理,面向的是直销成员,帮助上下线随时随地高效互动,并稳定提升业绩。 接着为了战略及市场营销策略的落地,分析了平台的组织结构、人力投入以及运营 等方面。在第六章中对平台未来财务数据进行预测,并进行了较为全面的财务分析。通 过分析得出项目所需初始投资为 400 万元。 最后分析了平台可能面临的技术、市场、管理风险,并作出相应的控制及对策。通 过本报告的论证,本平台风险可控,投资是可行的。 本商业计划书对于探索移动互联网+直销的商业模式具有重要的意义。 关键词,直销;商业模式;互联网+;微营销II ABSTRACT Direct selling business is a man of business, the business of life is life service. The core of the mobile Internet is the connection and the service, so the mobile Internet rise and micro channel of popular, for direct selling enterprises solve the management and marketing team has brought new hope. This paper combined with direct and mobile Internet, proposes the use of mobile Internet, especially micro channel, direct sales team to put aside the traditional mode of team management, and then take the initiative to embrace the mobile Internet, with mobile Internet and construct a service interactive marketing platform, let the team using mobile Internet quickly solve three problems of direct, to develop the new member and to retain the old member, performance improvement, to reduce marketing costs, improve team working efficiency and stability. This paper from the strategic analysis, marketing, human resources, financial analysis, risk analysis and other aspects of a comprehensive analysis of the direct interactive service platform. Firstly, from the political, economic, social and cultural environment, technology and other aspects of the macro analysis, and then analyzes the platform of the industry environment, competitive environment and their own conditions, finally using the SWOT model analysis, determining the strategic direction of the platform of centralization and difference marketing model. After determining the strategic positioning platform, analyzes the marketing analysis and STP, the platform is based on the direct selling industry, focus on the direct interaction management is oriented to direct members, help on line whenever and wherever possible efficient interaction and stable performance. Then to landing strategy and marketing strategy, analyzes the platform organization structure, human input and operation. To forecast the platform in the future financial data in Chapter 6 and comprehensive financial analysis. Through the analysis it is concluded that the project, the initial investment of 500 million yuan. Finally, it analyzes the technology, market, management risk, and make corresponding control and countermeasures. Through this thesis, the risk control of the platform, the investment is feasible. This business plan is of great significance to explore the business model of mobile Internet direct sales. Key Word,Direct Selling, Business Model, Internet plus, Micro Marketing.III 目 录 摘要 .............................................................................................................................................................. I ABSTRACT ..................................................................................................................................................... II 目 录 ............................................................................................................................................................ III 图表目录 .....................................................................................................................................................VI 第一章 绪论 ................................................................................................................................................ 1 1.1 研究背景 ................................................................................................................................................ 1 1.2 研究内容与意义 .................................................................................................................................. 3 1.3 文献综述 ................................................................................................................................................ 4 1.3.1 直销 ................................................................................................................................................ 4 1.3.2 商业模式 ...................................................................................................................................... 5 1.3.3 营销管理 ...................................................................................................................................... 6 1.3.4 互联网+ ........................................................................................................................................ 7 1.3.5 微营销 ........................................................................................................................................... 8 1.4 研究方法 .............................................................................................................................................. 10 1.5 本文结构 .............................................................................................................................................. 10 第二章 项目介绍 .................................................................................................................................... 11 2.1 项目背景介绍 .................................................................................................................................... 11 2.2 整体思路 .............................................................................................................................................. 11 2.3 产品及服务 ......................................................................................................................................... 12 2.3.1 产品架构 .................................................................................................................................... 12 2.3.2 直销 APP ..................................................................................................................................... 13 2.3.3 大中台 ......................................................................................................................................... 21 2.4 运营及盈利模式 ............................................................................................................................... 24 2.5 本章小结 .............................................................................................................................................. 24 第三章 战略分析 .................................................................................................................................... 25 3.1 外部环境分析 .................................................................................................................................... 25IV 3.1.1 总环境分析 ............................................................................................................................... 25 3.1.2 行业环境分析 .......................................................................................................................... 27 3.1.3 竞争环境分析 .......................................................................................................................... 27 3.2 内部环境分析 .................................................................................................................................... 29 3.3 竞争优势及战略选择 ...................................................................................................................... 31 3.4 本章小结 .............................................................................................................................................. 33 第四章 市场分析及营销策略 .............................................................................................................. 34 4.1 市场分析 .............................................................................................................................................. 34 4.2 营销战略选择 .................................................................................................................................... 35 4.3 目标市场及市场定位 ...................................................................................................................... 35 4.3.1 目标市场分析 .......................................................................................................................... 35 4.3.2 市场定位分析 .......................................................................................................................... 35 4.4 营销组合策略 .................................................................................................................................... 36 4.4.1 产品策略 .................................................................................................................................... 36 4.4.2 价格策略 .................................................................................................................................... 36 4.4.3 渠道策略 .................................................................................................................................... 36 4.4.4 促销策略 .................................................................................................................................... 36 4.4.5 “4C”理论的应用 ................................................................................................................. 37 4.5 本章小结 .............................................................................................................................................. 37 第五章 人力资源规划和运营思路 .................................................................................................... 38 5.1 职能架构及部门职责 ...................................................................................................................... 38 5.2 平台管理团队及管理理念 ............................................................................................................ 39 5.2.1 人员需求及管理团队 ............................................................................................................ 39 5.2.2 管理理念及员工文化修养 ................................................................................................... 41 5.3 运营思路 .............................................................................................................................................. 42 5.4 本章小结 .............................................................................................................................................. 43 第六章 投资估算与财务预测分析 .................................................................................................... 44 6.1 平台资金投入估算 .......................................................................................................................... 44V 6.2 项目收入及费用估算 ...................................................................................................................... 46 6.2.1 环境假设及财务评价原则 ................................................................................................... 46 6.2.2 营业收入预估 .......................................................................................................................... 47 6.2.3 费用支出预估 .......................................................................................................................... 47 6.3 利润表、资产负债表及现金流量表预估 ................................................................................ 48 6.3.1 利润表预估 ............................................................................................................................... 49 6.3.2 资产负债表预估 ...................................................................................................................... 49 6.3.3 现金流量表预估 ...................................................................................................................... 50 6.3.4 营运及盈利能力分析 ............................................................................................................ 51 6.4 投资决策分析 .................................................................................................................................... 52 6.5 本章小结 .............................................................................................................................................. 53 第七章 风险分析与对策 ....................................................................................................................... 55 7.1 项目风险与控制 ............................................................................................................................... 55 7.1.1 平台研发风险与控制 ............................................................................................................ 55 7.1.2 市场风险与控制 ...................................................................................................................... 56 7.1.3 管理风险与控制 ...................................................................................................................... 57 7.2 本章小结 .............................................................................................................................................. 57 结 论 ........................................................................................................................................................... 58