2014 年中共中央一号文件首次提出“加强农产品电子商务平台建设”的论述，商务 部 2013 年 12 月出台《促进电子商务应用的实施意见》，在 10 项重点任务第二条提出， “加强农村和农产品电子商务应用体系建设”。2014 年预计涉农电子商务将得到高速发 展，进入“成长期”，天猫/淘宝农产品交易额预计将超过 1000 亿元，京东将加快农产 品电商步伐，我买网、一号店、顺风优选龙宝溯源网等都将加快其速度，并且涉外电子 商务也成为新的亮点。 在此背景下，xl 公司以母公司在全国农产品批发市场资源为依托，拟推出农产品批 发市场电子交易平台，即通过搭建信息化平台,以低成本、高效率、快捷的方式将农产品 批发市场与消费者链接起来,解决农产品批发市场传统交易模式下存在的成本高、效率低、 资源浪费多、配送渠道混乱、质量安全问题频发等问题。交易平台通过整合批发市场商 户货源，以农产品批发市场下游客户为切入点，通过线上采购线下统一配送模式，降低 批发市场下游客户采购成本、保障食品安全、提高农产品流通效率。在平台达到一定规 模后，依托下游客户和销地批发市场商户的渠道优势，吸引产地农户、供货商加入平台， 形成完整的农产品产供应链。 本文由八部分组成，第一部分主要描述了本文的写作背景以及相关理报告献的研究 和研究方法；第二部分着重对平台和商业模式进行介绍；第三部分重点对市场环境进行 分析，从宏观环境、行业环境、竞争环境和竞争对手等几方面进行了分析，并通过 SWOT 分析得出企业的战略定位；第四部分则是对目标市场进行分析和定位，第五部分是平台 的营销策略分析，从产品、价格、渠道、促销、人员、过程和环境等分析了平台采取的 营销策略组合；第六部分介绍人力资源规划及运营规划；第七部分就是对该项目的财务 数据进行的财务分析，通过财务指标来评估项目的盈利性和市场前景。第八部分主要是 对平台的不确定性及风险进行分析，并提出控制措施。 通过本文的研究，希望能为我国农业产品流通及安全控制有所帮助，并结合企业自 身经营发展和管理的特点，更好的了解目标市场，构建合适的商业运营模式，最终使企 业利益最大化目标得以实现。 关键词，商业计划书；农产品批发市场；电子交易平台II Abstract CPC Central Committee Document No. 2014 was first proposed Strengthening agricult ural e-commerce platform exposition, in December 2013 the Ministry of Commerce issued t o promote e-commerce applications opinions in Article 10 proposed key tasks: Strengthenin g Rural system construction and agricultural e-commerce applications. 2014 is expected to s peed the development of agro-commerce will get into the growing, Tmall / Taobao transacti on volume is expected to produce more than 100 billion Chinese Yuan, JD will accelerat e the pace of being an agricultural electricity supplier, womai, 1haodian, sfbest, longbsc will accelerate their speed, and foreign e-commerce has become a new bright sp ot. Under this background, relies on the parent company’s agricultural resources and advant age of China wholesale markets, xl company will draw up the electronic trading platforms of agricultural products wholesale markets, namely through building information platform, low c ost, high efficiency and fast way of producing links wholesale and consumer together, to solv e the current problems of traditional agricultural products wholesale market under the traditio nal trading patterns, such as high cost, inefficiency, waste of resources and more chaotic distri bution channels, quality and safety issues etc. Wholesale trading platform through the integrat ion of commercial supply of agricultural products, with the downstream customers of wholesa le market as the starting point, through online purchasing and unified offline distribution mod e, reducing the purchasing costs of downstream wholesale customers, ensure food safety, imp rove the efficiency of agricultural products circulation. After the platform reaches a certain siz e, relying on the advantages of downstream customers and channel sales to wholesale mercha nts, attract origin farmers, suppliers to join the platform, a complete supply chain of agricultur al production. This paper consists of eight parts, the first part describes the writing background, theoreti cal literature related to research and research methods; the second part focuses on introducing the platforms and business models; the third part focuses on the analysis of the market enviro nment, from the macro industry environment, the competitive environment to competitors etc. aspects are analyzed, through SWOT analyzed the position of enterprises; the fourth part is th e target market analysis and positioning, the fifth part analyzes marketing strategy of platform, from product, price, channel, promotion, personnel, process and environmental analysis of th e platform to get a set combination of marketing strategies; the sixth part describes the human resources planning and operational planning; part seventh is through analyzing the financial dIII ata by financial indicators, to assess the profitability and market prospects of the project. Part eighth mainly focus on analyzing the uncertainties and risk of platform, and proposes control measurements. Through this research, I hope could help control the flow and safety of our country’s agricultural products, and could combine with their own business development and management features, understands the target market better, build the right business model, and ultimately companies could be able to achieve the objectives of maximum benefits. Abstract，the Business Plan ； Agricultural Product Wholesale Market； Electronic Trading PlatformIV 目 录 摘要..........................................................................................................................................................................I ABSTRACT..................................................................................................................................................................II 目 录....................................................................................................................................................................... IV 图表清单................................................................................................................................................................. VI 第一章 绪论.............................................................................................................................................................1 1.1 研究背景及意义............................................................................................................................................1 1.1.1 研究背景................................................................................................................................................ 1 1.1.2 研究意义................................................................................................................................................ 2 1.2 文献综述........................................................................................................................................................4 1.2.1 商业计划书............................................................................................................................................ 4 1.2.2 电子商务................................................................................................................................................ 5 1.3 研究内容及方法............................................................................................................................................6 1.3.1 研究目标................................................................................................................................................ 6 1.3.2 拟采用的研究方法................................................................................................................................ 7 第二章 项目简介.....................................................................................................................................................9 2.1 公司简介........................................................................................................................................................9 2.2 项目简述........................................................................................................................................................9 2.3 商业模式......................................................................................................................................................10 2.3.1 XL 农产品交易平台...............................................................................................................................10 2.3.2 商业模式构成...................................................................................................................................... 11 2.3.3 产品及服务描述.................................................................................................................................. 12 2.4 内部环境分析..............................................................................................................................................13 第三章 市场环境分析...........................................................................................................................................15 3.1 宏观环境分析..............................................................................................................................................15 3.1.1 政策环境.............................................................................................................................................. 15 3.1.2 经济环境.............................................................................................................................................. 16 3.1.3 社会环境.............................................................................................................................................. 16 3.1.4 技术环境.............................................................................................................................................. 17 3.2 行业分析......................................................................................................................................................17 3.2.1 行业概况.............................................................................................................................................. 17 3.2.2 行业市场容量（以深圳为例）.......................................................................................................... 18 3.2.3 行业主要服务商.................................................................................................................................. 19 3.3 竞争环境分析..............................................................................................................................................19 3.3.1 现有竞争对手分析.............................................................................................................................. 19 3.3.2 新进入者分析...................................................................................................................................... 19 3.3.3 替代产品的威胁.................................................................................................................................. 19 3.3.4 供应商讨价还价能力.......................................................................................................................... 20 3.3.5 顾客讨价还价能力.............................................................................................................................. 20 3.4 竞争对手分析..............................................................................................................................................20 3.4.1 农贸市场（含二批三批市场）.......................................................................................................... 20 3.4.2 配送公司.............................................................................................................................................. 20 3.4.3 农产品电商.......................................................................................................................................... 21 3.4.4 餐饮采购平台...................................................................................................................................... 21 3.5 项目 SWOT 分析..........................................................................................................................................22 3.5.1 SWOT 分析.............................................................................................................................................22 3.5.2 SWOT 分析矩阵.....................................................................................................................................23 第四章 目标市场分析与定位...............................................................................................................................24V 4.1 市场细分......................................................................................................................................................24 4.1.1 按单次交易规模对客户进行分类...................................................................................................... 24 4.1.2 按照产销功能对客户进行分类.......................................................................................................... 24 4.2 目标市场......................................................................................................................................................24 4.2.1 餐饮行业.............................................................................................................................................. 24 4.2.2 企事业单位食堂.................................................................................................................................. 24 4.2.3 超市（含超市、便利店、水果店、农贸市场经营户）.................................................................. 25 4.3 市场定位......................................................................................................................................................25 第五章 营销策略...................................................................................................................................................27 5.1 产品策略......................................................................................................................................................27 5.2 价格策略......................................................................................................................................................27 5.3 渠道策略......................................................................................................................................................28 5.4 促销策略......................................................................................................................................................29 5.5 人员策略......................................................................................................................................................29 5.6 过程策略......................................................................................................................................................29 5.7 环境策略......................................................................................................................................................30 第六章 组织保障和运营规划...............................................................................................................................31 6.1 人力资源规划..............................................................................................................................................31 6.1.1 平台职能架构...................................................................................................................................... 31 6.1.2 人力结构及规划.................................................................................................................................. 32 6.2 运营规划......................................................................................................................................................32 6.2.1 运营目标.............................................................................................................................................. 32 6.2.2 近期运营规划...................................................................................................................................... 33 6.2.3 中期运营规划...................................................................................................................................... 34 6.2.4 远期运营规划...................................................................................................................................... 34 第七章 投资估算与财务评价...............................................................................................................................35 7.1 投资估算......................................................................................................................................................35 7.2 收入及费用支出估算..................................................................................................................................35 7.2.1 收入预测.............................................................................................................................................. 35 7.2.2 成本费用支出预测.............................................................................................................................. 36 7.3 利润表、资产负债表和现金流量表..........................................................................................................38 7.3.1 利润表.................................................................................................................................................. 38 7.3.2 资产负债表.......................................................................................................................................... 39 7.3.3 现金流量表.......................................................................................................................................... 40 7.3.4 盈利能力分析...................................................................................................................................... 41 7.4 投资决策分析..............................................................................................................................................42 第八章 不确定性与风险分析...............................................................................................................................43 8.1 敏感性分析..................................................................................................................................................43 8.2 项目风险与控制..........................................................................................................................................44 8.2.1 缺乏供应链运营支撑体系.................................................................................................................. 44 8.2.2 产品的自然属性带来的电子交易困境.............................................................................................. 44 8.2.3 供应链资源整合的效益与质量问题.................................................................................................. 45 8.2.4 交易客户的诚信问题.......................................................................................................................... 46 结 论.......................................................................................................................................................................47