服装行业被誉为永远的朝阳行业，童装市场又被称作是这个永远朝阳行业内最具增 长潜力的细分行业，童装行业市场现正处于高速成长期。发展童装 B2C 业务具有明显 的成本及渠道优势，网络渠道性价比高，既可以节省传统的渠道、店面及人员成本，又 可以借助互联网将企业品牌渗透至更多的二三线城市，同时还可以与消费者分享渠道利 润并了解用户实际需求。 本文是为广州淘童电子商务有限公司（以下简称“TT”公司）通过电子商务的形式 运营淘童品牌童装（以下简称“TT”童装）而编写的商业计划书，公司计划打造一个综 合的网上童装销售平台即淘童网平台（以下简称“TTW”平台），该平台包含官方网站 淘童网以及在其他知名电子商务销售平台开设的淘童网店，以淘童网为主体。 TT 公司充分利用广州童装的产业集群优势、上下游企业联盟优势而成立，具有很 强的产品优势与人才优势；公司强势进入电子商务领域销售童装，打造一体化的网上综 合童装商城，突破了传统童装销售渠道的红海，开拓了一片蓝海，具有天然的营销优势 与渠道优势；项目全面覆盖 0-16 岁的婴幼童、中小童、大童，全面覆盖八大风格主题， 具有差异化的垂直优势。 本报告综合应用战略、营销、运营、人力资源以及财务管理等学科的理论知识，全 面规划了 TT 公司的发展方向及运作策略。本文对影响企业发展的内外部环境进行分析， 并利用 SWOT 分析模型，选择了“集中化”的战略方向与“差异化”的营销模式。项 目计划一次性筹资 2000 万，分三期建设，预计到第五年末销售额达到 3 亿元左右。项 目高效整合内部经营团队、高效整合价值链，打造持久的运营优势。公司对 TT 童装品 牌进行了梳理与定位，坚持走“文化立品”的品牌战略。本文还对项目未来经营期的财 务数据进行了预测，对项目做了较为全面的财务分析，并对可能出现的风险做了评估， 论证了本项目风险可控，是可行的。本商业计划书对于探索当下电子商务时代，我国童 装 B2C 企业如何运用科学管理、差异化营销等手段做强做大具有重要的意义。 关键词，童装；电子商务；商业计划书；集中化；差异化；价值链II ABSTRACT The apparel industry is known as the eternal sunrise industry, and children's clothing market has been called the most potential segment for growth within the industry. The children's clothing industry, now is growing fast. The development of children's clothing B2C business has obvious cost and channel advantages. Network channels are Cost-effective, and stores and personnel costs can be saved. Network enterprises can make use of the Internet to penetration to the more affluent cities. The channel profit can also be shared with consumers and network enterprises can understand better the actual needs of users. This article is the business plan written for the Taotong child e-commerce Co.Ltd(hereinafter referred to as TT company) to operate taotong brand children's clothing(hereinafter referred to as TT Kids) in the form of e-commerce.The company plans to build a comprehensive online children's clothing sales platform—the Taotong network platform (hereinafter referred to as TTW platform). The platform contains the official website of taotong network and online taotong shops of other well-known e-commerce sales platform,And the taotong network is the main part of TTW platform. TT company make full use of the advantages of industrial clusters of Guangzhou Kids. The project has natural product and personnel advantages.TT company strongly enter into the sale's field of children's clothing,and create integrated online children's clothing store, breaking the traditional children's clothing sale's channel in the Red Sea, openning up a sea of blue.TT Kids have a natural marketing advantage and channel advantages and comprehensively cover from 0 to16 years old children,and have a comprehensive coverage of the eight style theme, with the differentiatedly vertical advantage. There is the comprehensive application of strategy, marketing operations, human resources and financial management in this arcticle. There is a comprehensive plan for the TT's direction of development and operational strategies. Accounting to internal and external environment analysis, and SWOT analysis model,This project select the strategic direction of the centralization and the marketing model of the differentiation . We finance for the project for 20 million one-time.The project will be built in three phases.The sale's amount of this project is expected to 300 million yuan at the end of the fifth year. The Project efficiently integrates the internal management team and external supply chain to build sustainable operational advantage. TT company sticks to the brand strategy of cultural priority. The project predict possible operations risk and financial data in the future, has a comprehensiveIII financial analysis,and assess the possible risk. It is proved that this project is feasible. The business plan is of greate significance for the exploration of the present situation of electronic commerce. Also It is of greate significance for China's children's clothing B2C businesses how to use the scientific management and differentiated marketing to become bigger and stronger. Key words ，children's clothing；e-commerce；business plan；centralization；differentiation； value chainIV 目 录 摘要.........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表清单............................................................................................................................... VIII 第一章 绪 论..........................................................................................................................1 1.1 研究背景及意义............................................................................................................. 1 1.2 国内外研究现状及文献综述......................................................................................... 4 1.2.1 商业计划书的文献.................................................................................................. 4 1.2.2 电子商务方面的研究文献...................................................................................... 5 1.2.3 本文所涉及的有关理论........................................................................................ 10 1.3 研究内容及方法........................................................................................................... 11 1.3.1 研究内容................................................................................................................ 11 1.3.2 研究方法................................................................................................................ 12 第二章 “TTW”平台时尚童装项目基本构想........................................................................13 2.1 项目背景分析............................................................................................................... 13 2.2 公司、产品及项目营销模式构想............................................................................... 18 2.2.1 公司及网站基本构想............................................................................................ 18 2.2.2 产品及目标客户定位............................................................................................ 19 2.2.3 项目营销模式构想................................................................................................ 20 2.3 项目运营模式构想....................................................................................................... 21 2.3.1 项目基本运营模式构想........................................................................................ 21 2.3.2 项目团队构想........................................................................................................ 21 2.3.3 资金需求与退出机制............................................................................................ 22 2.4 本章小结....................................................................................................................... 23 第三章 “TTW”平台时尚童装项目战略分析........................................................................24 3.1 项目外部环境分析....................................................................................................... 24 3.1.1 宏观环境分析-PEST 分析 .................................................................................... 24V 3.1.2 行业环境分析-五力模型分析............................................................................... 33 3.2 项目内部环境分析....................................................................................................... 36 3.2.1 盈利模式................................................................................................................ 36 3.2.2 资源清单................................................................................................................ 36 3.2.3 能力分析................................................................................................................ 36 3.3 竞争优势分析............................................................................................................... 37 3.3.1 公司的优势............................................................................................................ 38 3.3.2 公司的劣势............................................................................................................ 39 3.3.3 公司的机会............................................................................................................ 40 3.3.4 公司的威胁............................................................................................................ 42 3.4 项目战略分析与选择................................................................................................... 43 3.5 本章小结....................................................................................................................... 44 第四章 “TTW”平台时尚童装项目市场分析及营销策略....................................................45 4.1 童装市场分析............................................................................................................... 45 4.1.1 童装市场基本情况分析........................................................................................ 45 4.1.2 童装市场存在问题分析........................................................................................ 45 4.1.3 童装网络消费趋势崛起........................................................................................ 47 4.1.4 B2C 童装网购平台领导品牌分析......................................................................... 48 4.2 目标市场分析............................................................................................................... 49 4.2.1 目标市场选择........................................................................................................ 49 4.2.2 目标市场分析........................................................................................................ 50 4.3 目标市场规模预测....................................................................................................... 51 4.4 营销策略....................................................................................................................... 53 4.4.1 产品策略................................................................................................................ 53 4.4.2 价格策略................................................................................................................ 53 4.4.3 渠道策略................................................................................................................ 53 4.4.4 推广策略................................................................................................................ 53 4.5 本章小结....................................................................................................................... 54VI 第五章 “TTW”平台时尚童装项目营运规划........................................................................55 5.1 人力资源规划............................................................................................................... 55 5.1.1 各部门核心工作职能............................................................................................ 56 5.1.2 核心团队................................................................................................................ 56 5.1.3 人员需求................................................................................................................ 57 5.1.4 薪酬模式................................................................................................................ 57 5.2 价值链管理规划........................................................................................................... 57 5.2.1 “TT”公司的核心竞争力 ........................................................................................ 57 5.2.2 “TT”公司的价值链管理 ........................................................................................ 58 5.3 运营管理规划............................................................................................................... 60 5.3.1 网站规划................................................................................................................ 60 5.3.2 服务规划................................................................................................................ 62 5.3.3 品牌规划................................................................................................................ 62 5.4 项目建设进度及控制................................................................................................... 63 5.5 本章小结....................................................................................................................... 63 第六章 “TTW”平台时尚童装项目投资估算与财务评估....................................................64 6.1 项目投资估算与财务基础预测................................................................................... 64 6.1.1 项目投资估算........................................................................................................ 64 6.1.2 财务分析基于以下基础假设................................................................................ 64 6.1.3 项目财务基础预测................................................................................................ 64 6.2 利润表、现金流量表及资产负债表估算及预测....................................................... 67 6.2.1 利润预测表............................................................................................................ 67 6.2.2 资产负债预测........................................................................................................ 68 6.2.3 现金流预测............................................................................................................ 69 6.3 财务分析与评价........................................................................................................... 70 6.3.1 静态财务效益的分析............................................................................................ 70 6.3.2 动态财务效益的分析............................................................................................ 70 6.4 本章小结....................................................................................................................... 71VII 第七章 项目不确定性分析....................................................................................................72 7.1 盈亏平衡分析............................................................................................................... 72 7.2 敏感性分析................................................................................................................... 72 7.2.1 单因素敏感性分析................................................................................................ 72 7.2.2 双因素敏感性分析................................................................................................ 73 7.3 概率分析....................................................................................................................... 74 7.4 项目管理措施与建议................................................................................................... 76 7.4.1 项目技术管理措施与建议.................................................................................... 76 7.4.2 项目市场管理措施与建议.................................................................................... 76 7.4.3 项目经营管理措施与建议.................................................................................... 77 7.5 本章小结....................................................................................................................... 78 结 论......................................................................................................................................79