近年来，由于服装类产品更新换代的时间越来越快,服装市场 的也竞争越来越大。同时，随着中国经济的不断发展以及中国全 面融入国际社会，人们对服装服饰类产品有着越来越高的要求,服 装不仅仅是要求能蔽体保温，还希望拥有更多的时尚、合体、个 性化的衣裳。基于此，国内服装私人定制产业得到了蓬勃发展， 各类服装品牌如雨后春笋般出现，定制市场这块蛋糕越做越大。 [1] 但是，目前市场上现有的服装定制产品，已远不能满足客户的定 制需求，一方面仅能提供有限的定制服务，比如仅限少量颜色的 选择或者一些印花、绣花的选择；另一方面，定制价格高，时间 慢，让一些普通消费者望而却步。 本商业计划书旨在通过成立双龙健制衣（上海）有限公司， 依托互联网的大数据和大平台，建立互联网+服装私人定制 C2M 平II 台，加快线上私人定制平台与定制产品的设计、开发、生产和销 售。本商业计划书制定了详细的营销计划，大力推广该产品，以 快速占领市场，满足本商业计划的目标客户的需求。该商业项目 与双龙健公司的使命、愿景、价值和目标相一致，将为客户带来 “快捷、舒适、平价”的定制服务，为股东带来投资回报，是一 个多赢的商业计划。 本商业计划书以线上商业西装定制服务为初始主要产品，利 用 SLEPT 和 SWOT 模型详细的分析了本商业项目的外部机会与威 胁，内部优势和劣势；通过对市场需求和国内外的竞争分析，制 定了独特的商业模式和详细的营销计划；通过对公司内部的资源 及价值链分析，确定了公司的最佳运营计划；通过对项目投资和 收益的估算，论证了财务方面项目的可行性；通过对项目运行中 的风险的评估，最大程度上减少了公司执行该战略所承担的风险。 主要包括以下研究方法， 1.公司概述，包括市场销售数据、公司的财务数据的分析。 该部分通过分析公司 MVVG，指明了项目的战略目标，明确了项目III 核心价值为客户提供”快捷、舒适、平价”的线上服装私人定制 产品。 2.行业分析，本商业计划通过 SLEPT 模型，对企业微观及宏 观的外部环境进行分析，明确了项目运行的外部机会和威胁。同 时，通过职能分析法、资源优势法对该项目的优劣势进行了深入 的分析。 3.客户分析，该部分对潜在的市场需求、容量进行了分析， 然后使用调查问卷和面地面访谈法对本线上私人定制的市场需求 和应用前景进行了分析研究。 4.竞争分析，通过行业中 2 家优秀的竞争对手的分析，比较 了本项目与竞争对手之间在销售产品、销售价格、销售渠道和营 销策略之间的优势和劣势，然后制定本产品在市场的销售价格以 及战略上的竞争策略。 5.市场营销分析，根据市场细分理论对线上私人定制 C2M 平 台项目的目标市场进行细分和定位，确定最适合本项目的目标市 场。同时，根据制定 4PS 模型切实可行的营销计划和营销策略。IV 通过分析，坚定了本项目对目标市场的信心，预测了其潜在的巨 大市场前景。 6.运营分析，通过有效的整合现有资源，合理进行人员及设 备的投资，完善运营计划；通过对生产需求和人力资源分析，建 立合理的组织结构；通过对工艺路线、生产节拍的分析，合理规 划生产线布局及产能计划。 7.财务分析，对双龙健（上海）互联网+服装私人定制 C2M 平 台项目进行了五年的财务预测和分析，详细陈述了该项目对投入 资金的需要和使用情况。通过五年的财务报表预测，可以看到该 项目从第二年开始盈利，第三年开始可以收回投资。 总之，通过以上各个方面的分析，本商业项目运作计划易于 操作，各项数据翔实可信，坚定了股东的信心，也为其他投资者 提供了一个愿意投资的好商业项目。 [11] 关键词 互联网+ 服装私人定制 C2M 电子商务平台 商务西装 商业计划书V BUSINESS PLAN OF SLJ(SH) APPAREL COMPANY TO DEVELOP INTERNET PLUS APPAREL CUSTOMIZATION C2M PLATFORM Abstract Nowadays, with the frequent updating of apparel products, the market competition in apparel industry become more and more drastic. In the meantime, as the rapid development of economic in China, more and more young people would like to get many more types of clothes which will be more fashionable, cheap and instant. On the basis of these needs, the customization markets have been mushrooming with many soaring apparel brands.According to the statistics, many more consumers are interested in having their own style apparels on the basis of their sizes, favorite colors and personal characters. As a result, customized clothes have been more and more focused because of its remarkable fitness and personalized customization. However, the current online customization platforms are far away from what the customer’s needs. On the one hand, some customization shops have their own limits of service. They don’t have enough abilities and skills on handling many more customization services except for only a few colors, embroideries and some prints. On the other hand, the hing price prevent more young customers from buying their customized clothes. Relying on the large data and big platform form internet, this article aims at innovating internet plus apparel customization C2M platform and speeding up the business of on-line apparel customization service through setting up SLJ apparel(SH) company. This business project develops specific marketing plan and operating plan in order to get the market share and meet the customers’ needs. The project is a win-win business plan in accord with SLJ’s MVVG and will bring about “instant, fashionable, cheap” service to target customers and investment return to shareholders. It applies report research, market questionnaire, induction and deduction method, comparative analysis, data and trend analysis, empirical analysis with reference of various related reports and papers. The methods of survey base on analysis of questionnaire of target consumer and different data. The article take advantage of many models such as SLEPT and SWOT to analyze the development trends of customization industry, the market needs ofVI business suits and the environment of competition for this business project. At the same time, this business also analyze the advantages as well as the disadvantages of the long-term strategy of SLJ(SH). The main contents include: 1. Company’s profile: This part is consisted of market sales data and the company's financial data. This part analyze the MVVG and value chain of SLJ(SH), to determine the project target and core value. It also evaluate the advantages and disadvantages of this project through analysis of internal resources. 2. Industry analysis: Through Porter’s Five Forces and SLEPT model of micro and macro analysis of the external environment, this part comprehends the external opportunities and risks. Meanwhile, on the basis of the company's marketing data analysis, it will specify the market needs of target customers. 3. Customer analysis. This part will evaluate potential market demands and capacity, and then makes use of the questionnaire, face-to-face discussion with customers to define the target customers. 4. Competitive analysis: This part is to analyze 2 main domestic competitors’ products, promotion, place and selling price, in order to analyze our marketing strategy, then formulates the domestic market selling price and competition strategy. 5. Market analysis: This part analyzes the target market segmentation and positioning of this project. It also utilize 4P’s to analyze customer needs, eventually make the feasible marketing plan. In the analysis of place and distribution, after analyzed conventional value chain of firm’s, we changed or rather expanded its business distribution channel in the next 5 years. 6. Operation analysis: Through integrating current resources, this part will analyze the investment for personnel and equipment. Through analyzing the production requirements, and human resources, the part will set up the company’s organizational structure and design our best production line and utilize the production capability. 7. Financial analysis: This part will conduct the five-year financial plan and specify how to use the investment. After assessment of the investment risks, this part will give the financial analysis for this business plan that it is worth the investment from shareholders. Qian Xiaojun (MBA) Supervised by Professor: Wu XiaojunVII KEY WORDS: Internet Plus, Apparel Customization, C2M Platform, Business suit, Win-win Business PlanVIII - 目 录 摘要...................................................................................................................................I Abstract..............................................................................................................................V 目录...............................................................................................................................VIII 第一章 绪论.....................................................................................................................1 1.1 研究背景和意义..............................................................................................1 1.1.1 研究背景介绍............................................................................................1 1.1.2 研究的意义................................................................................................1 1.2 研究内容与研究路线......................................................................................2 1.2.1 研究内容....................................................................................................2 1.2.2 研究路线....................................................................................................3 第二章 项目概述.............................................................................................................5 2.1 双龙健制衣公司概述......................................................................................5 2.1.1 公司简介....................................................................................................5 2.1.2 公司 MVVG 及战略目标........................................................................7 2.1.3 企业的伦理道德.......................................................................................8 2.1.4 公司的社会责任承担.............................................................................. 9 2.2 互联网+服装私人定制 C2M 电子商务平台项目介绍............................ 9 2.2.1 服装私人定制 C2M 平台项目概述......................................................9 2.2.2 服装私人定制 C2M 平台服务介绍......................................................9 2.2.3 服装私人定制 C2M 平台产品介绍....................................................11 2.2.4 服装私人定制 C2M 平台关键时间节点...........................................11 2.3 职能分析法识别 C2M 平台项目内部资源及优劣势分析....................12 2.3.1 职能优势分析.........................................................................................12 2.3.2 职能劣势分析.........................................................................................13 2.3.3 职能劣势的解决对策............................................................................13 2.4 资源观法识别 C2M 平台项目的优势和劣势..........................................13 2.4.1 资源优势分析.........................................................................................13IX 2.4.2 资源劣势分析.........................................................................................14 2.5 双龙健公司私人定制 C2M 平台项目内部优势和劣势........................14 2.5.1 内部优势分析.............................................................................................14 2.5.1 内部劣势分析.............................................................................................15 2.6 本章小结.........................................................................................................15 第三章 行业分析..........................................................................................................16 3.1 服装私人定制行业概述...............................................................................16 3.1.1 服装私人定制行业概述........................................................................16 3.1.2 服装私人定制的市场需求描述...........................................................17 3.2. 互联网服装线上销售概述..........................................................................17 3.2.1 互联网服装线上销售的规模和趋势..................................................18 3.2.2 互联网服装线上销售投诉概况..........................................................20 3.3 微观环境威胁与机会分析...........................................................................20 3.4 宏观环境威胁与机会分析...........................................................................22 3.5 本章小结.........................................................................................................24 第四章 客户分析..........................................................................................................25 4.1 目标客户调查数据来源...............................................................................25 4.2 潜在客户组成结构分析...............................................................................25 4.2.1 潜在客户所在城市和地区................................................................... 25 4.2.2 潜在客户的性别构成............................................................................27 4.2.3 潜在客户的年龄结构............................................................................27 4.2.4 潜在客户的收入情况............................................................................28 4.2.5 潜在客户对线上定制产品交期的期待.............................................29 4.3 目标客户需求分析........................................................................................30 4.3.1 潜在客户数量.........................................................................................30 4.3.2 目标客户聚焦与定位............................................................................30 4.3.3 产品年销售数量预计............................................................................32 4.3.4 产品价格定位.........................................................................................33 4.4 本章小结.........................................................................................................34 第五章 竞争分析..........................................................................................................35 5.1 服装私人定制整体市场环境分析..............................................................35 5.2 主要竞争对手及其竞争优劣势分析.........................................................35 5.2.1 青岛红领集团及其竞争优劣势分析..................................................36X 5.2.2 e 服私坊及其竞争优劣势分析.............................................................37 5.3 双龙健公司服装私人定制 C2M 平台 SWOT 分析................................38 5.4 双龙健公司服装私人定制 C2M 平台优劣势及竞争策略....................39 5.4.1 竞争优势分析.........................................................................................39 5.4.2 竞争劣势分析.........................................................................................40 5.4.3 竞争策略......................................................................................................41 5.5 本章小结.........................................................................................................41 第六章 营销计划..........................................................................................................43 6.1 市场细分与定位............................................................................................43 6.1.1 市场细分..................................................................................................43 6.1.2 目标市场选择.........................................................................................45 6.2 市场营销组合分析........................................................................................45 6.2.1 产品策略..................................................................................................46 6.2.2 价格策略..................................................................................................47 6.2.3 渠道策略..................................................................................................47 6.2.4 促销策略..................................................................................................49 6.3 本章小结.........................................................................................................50 第七章 运营计划..........................................................................................................51 7.1 私人定制 C2M 运营流程.............................................................................51 7.2 公司筹建及运营计划...................................................................................52 7.3 组织架构及团队建设...................................................................................54 7.3.1 组织架构..................................................................................................54 7.3.2 人员配备..................................................................................................54 7.4 薪资指出与绩效考核...................................................................................56 7.4.1 薪资支出..................................................................................................56 7.4.2 绩效考核..................................................................................................59 7.5 本章小结.........................................................................................................59 第八章 项目财务计划..................................................................................................60 8.1 项目资金需求量、具体用途及使用计划................................................ 60 8.2 收入、成本分析及盈利预测......................................................................62 8.2.1 收入分析..................................................................................................62 8.2.2 成本分析..................................................................................................63 8.2.3 盈利能力分析.........................................................................................65XI 8.3 财务报表预测.................................................................................................62 8.3.1 利润表预测...............................................................................................62 8.3.2 现金流量表预测.......................................................................................66 8.3.3 资产负债表预测.......................................................................................69 8.4 项目投资构成.................................................................................................70 8.5 项目风险评估及对策...................................................................................70 8.5.1 外部环境风险.........................................................................................70 8.5.2 内部环境风险.........................................................................................71 8.5.3 风险预防对策.........................................................................................71 8.6 项目退出机制.................................................................................................72 8.7 本章小结.........................................................................................................72 第九章 执行摘要..........................................................................................................73 9.1 双龙健公司互联网+服装私人定制 C2M 项目概述...............................73 9.2 互联网+服装私人定制 C2M 项目市场需求............................................73 9.3 互联网+服装私人定制 C2M 项目核心竞争优势...................................74 9.3.1 产品优势..................................................................................................74 9.3.2 价格优势..................................................................................................74 9.3.3 渠道优势..................................................................................................75 9.3.4 促销优势..................................................................................................75 结论..................................................................................................................................76