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X公司基于O2O模式的社区服务平台商业计划书DOC

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近几年,随着我国城市化进程的加速发展,城市中的社区以及社区配套体系得到 了进一步的完善,但是社区商业存在的问题日益突显,一方面是社区服务内容配比不 均衡,这不仅导致过多同一服务商之间的竞争逐步恶劣,同时还导致社区居民所需的 其他社区服务的缺失;另一方面电子商务发展对传统社区商业的冲击,近几年电子商 务的迅猛发展已经形成了网上购物新常态,这给线下传统的服务商带来了巨大的挑 战,没有客源就意味着无法生存,长此以往,将会给社区经济带来严重后果。 本文主要基于 O2O 模式,从以下六大主要方面进行分析,试图发现社区商业机 会, (1) 发现行业中存在的问题和潜在的机会 (2) 提供什么样的产品/服务去解决这个问题 (3) 如何将产品/服务让广大消费者认知并使用 (4) 我们需要建立一个怎样的团队,采用什么样的文化去推动团队 (5) 我们的团队和业务需要多少钱来启动和运营,后续的融资如何帮助团队前进 (6) 过程中的风险如何面对 本文综合营销、战略、人力资源、财务与法律等在 MBA 学习期间学到的各种理 论知识,以实际情况对社区服务平台进行综合规划,包括发展方向、战略定位、运营 模式等。本文的思路是通过对行业进行五力模型和 SWOT 分析,以确定战略方向; 通过 STP 工具对市场进行细分和定位,并且使用 4P 理论制定营销策略;根据市场细 分定位和营销策略来构思社区产品的功能以及技术架构;上述的一切需要有一支战斗 力强的团队去实现,在整个运营、推广过程中要保证健康的现金流,同时也通过对风 险进行分析来制定应对方案。 综上所述,本文是希望通过创建社区服务平台而编写的商业计划书,旨在希望研 究通过社区服务平台提供的 O2O 服务将社区用户从线上带到线下的社区商业进行消 费,从而在帮助社区发展商业的同时,希望经过长期的运营后可以通过消费大数据为 未来的社区配套服务提供参考价值。 主题词,社区 O2O 电子商务 商业计划书II Abstract In recent years, with the acceleration of urbanization process in China, urban communities and community facilities system has been further improved, however, community business problems is gradually stand out , On the one hand , community service ratio is not balanced , which leads to excessive competition between the same service provider, at the same time, results in the deletion of other community services required to community residents ; On the other hand, with the rapid development of e-commerce in recent years , the online shopping has become the new norm, which brings great challenges to traditional service providers, no source means not survive, it will cause serious impact on the economic community at the long run. In view of this paper will analyzed community business from the following six aspects on account of O2O mode, trying to find business opportunities in the community found: (1)Discovery problems and potential opportunities that exist in the industry; (2)Provide what kind of products / services to solve this problem; (3)How will make the product / service awareness and use to the majority of consumer; (4)What we need to build a team, what kind of culture to promote team; (5)How much money to make our team and business start-up and operational how the follow-up financing to help the team move forward; (6)How to face the risks involved in. This paper adopts a comprehensive theoretical knowledge of marketing, strategy, human resources and finance and other related disciplines, planning comprehensively the strategic positioning, development direction and business model of the community service platform . This paper analyses the industry by applying the industry's five forces model and SWOT to determine the strategic direction ; using STP tool for market segmentation and positioning, and adopting the 4P theory to develop marketing strategies ; designing the function and technical architecture of the community products in the light of market segmentation and marketing strategy ; The realization of the above-mentioned work needs to have a strong combat team to achieve, and a healthy cash flow to be ensured in the whole operation , at the same time, analyses risk by the probability to develop response plans. In summary, this paper hopes this business plan being writed by creating community service platform can help the community commercial economy through the O2O serviceIII being provided by community service platform , which will make a community of users from online to offline to consume, at the same time, the accumulation of consumption data can provide reference value for the future of the community facilities in the long run . Key words: community o2o e-commerce business planIV 目录 摘要..................................................................................................................................................... I Abstract .............................................................................................................................................. II 目录...................................................................................................................................................IV 图表目录.........................................................................................................................................VIII 1 引言............................................................................................................................................ 1 1.1 研究背景和意义..................................................................................................................... 1 1.1.1 研究背景........................................................................................................................... 1 1.1.2 研究意义.......................................................................................................................... 2 1.2 相关文献研究综述............................................................................................................... 3 1.2.1 商业计划书.................................................................................................................... 3 1.2.2 创业团队........................................................................................................................ 4 1.2.3 O2O 社区 ....................................................................................................................... 4 1.2.4 信息不对称下的大数据................................................................................................ 5 1.3 研究内容及方法................................................................................................................... 6 2 概述............................................................................................................................................ 7 2.1 社区商业的商机................................................................................................................... 7 2.1.1 社区商业发展概述........................................................................................................ 7 2.1.2 社区发展带来的困境.................................................................................................... 7 2.1.3 困境中的机遇................................................................................................................ 7 2.2 公司的产品与服务............................................................................................................... 8 2.2.1 O2O 的概念 ................................................................................................................... 8 2.2.2 产品与服务.................................................................................................................... 9 2.2.3 应用价值........................................................................................................................ 9 2.3 公司的优势........................................................................................................................... 9V 2.3.1 产品优势........................................................................................................................ 9 2.3.2 团队优势........................................................................................................................ 9 2.4 融资计划与经营预测........................................................................................................... 9 2.4.1 融资计划........................................................................................................................ 9 2.4.2 经营预测...................................................................................................................... 10 3 行业分析与战略定位.............................................................................................................. 12 3.1 行业环境与竞争对手分析................................................................................................. 12 3.1.1 行业环境分析.............................................................................................................. 12 3.1.2 竞争对手分析.............................................................................................................. 13 3.2 SWOT 分析.......................................................................................................................... 15 3.3 战略选择............................................................................................................................. 17 4 市场分析与营销计划..............................................................................................................18 4.1 市场细分............................................................................................................................. 18 4.1.1 市场细分的因素.......................................................................................................... 18 4.1.2 市场细分的特征.......................................................................................................... 18 4.2 市场选择............................................................................................................................. 19 4.2.1 分析及评价细分市场.................................................................................................. 19 4.2.2 确定目标市场.............................................................................................................. 20 4.3 市场定位............................................................................................................................. 20 4.4 营销策略分析..................................................................................................................... 21 4.4.1 产品策略...................................................................................................................... 21 4.4.2 价格策略...................................................................................................................... 22 4.4.3 渠道策略...................................................................................................................... 22 4.4.4 促销策略...................................................................................................................... 23 4.5 营销模式............................................................................................................................. 24 4.5.1 效果营销........................................................................................................................ 25VI 4.5.2 互动营销........................................................................................................................ 25 4.5.3 CRM 营销 ..................................................................................................................... 26 5 产品与技术.............................................................................................................................. 27 5.1 产品概述............................................................................................................................. 27 5.1.1 外卖订餐功能.............................................................................................................. 29 5.1.2 足疗预约功能.............................................................................................................. 29 5.2 技术概述............................................................................................................................. 30 6 团队构成和组织管理..............................................................................................................32 6.1 创始团队构成..................................................................................................................... 32 6.2 组织结构与岗位职责......................................................................................................... 32 6.2.1 组织结构...................................................................................................................... 32 6.2.2 岗位职责...................................................................................................................... 33 6.3 公司文化............................................................................................................................. 34 6.4 考核与激励......................................................................................................................... 34 6.4.1 考核制度...................................................................................................................... 34 6.4.2 激励政策...................................................................................................................... 36 7 启动与运营计划......................................................................................................................37 7.1 启动..................................................................................................................................... 37 7.1.1 团队组建...................................................................................................................... 37 7.1.2 研发工作...................................................................................................................... 37 7.1.3 招商入住...................................................................................................................... 38 7.2 运营..................................................................................................................................... 39 8 财务计划..................................................................................................................................40 8.1 平台投入与收益估算......................................................................................................... 40 8.1.1 基础投入估算.............................................................................................................. 40 8.1.2 经营期投入估算与收益估算(1-3 年).................................................................... 42VII 8.2 盈利能力分析..................................................................................................................... 46 8.3 平台融资计划..................................................................................................................... 47 8.3.1 融资项目的论证.......................................................................................................... 47 8.3.2 融资途径的选择.......................................................................................................... 47 8.3.3 融资的计划与利润分配.............................................................................................. 47 8.3.4 融资的归还.................................................................................................................. 48 9 风险预测与应对方案..............................................................................................................49 9.1 资金风险与应对方案......................................................................................................... 49 9.1.1 资金风险...................................................................................................................... 49 9.1.2 应对方案...................................................................................................................... 49 9.2 技术风险与应对方案......................................................................................................... 49 9.2.1 技术风险...................................................................................................................... 49 9.2.2 应对方案...................................................................................................................... 49 9.3 市场风险与应对方案......................................................................................................... 50 9.3.1 市场风险...................................................................................................................... 50 9.3.2 应对方案...................................................................................................................... 50 9.4 人力风险与应对方案......................................................................................................... 50 9.4.1 人力风险...................................................................................................................... 50 9.4.2 应对方案...................................................................................................................... 50 9.5 管理风险与应对方案......................................................................................................... 50 9.5.1 管理风险...................................................................................................................... 50 9.5.2 应对方案...................................................................................................................... 51 结论..................................................................................................................................................52