运用红人电商的运营方式将粉丝变现的成功案例数不胜数，短期间内快 速的增长和可观的投资收益，使得从事传统童鞋行业的笔者惊叹不已。传统 童鞋行业现未有高渗透品牌出现，市场总额却超 500 亿，并且以每年的销售 增长率 10%以上的速度增长,其市场价值潜力巨大。本文将传统童鞋行业融合 到红人电商的风口，制作童鞋红人电商新品牌的商业计划书。研究该项目能 否在五年的运营中，完成一亿以上的年销售额并且市场占有率到达 0.25%。 为了研究项目的可行性，首先，笔者对公司进行了细致的策划，制定了 红人电商的商业模式和公司希望获得 0.25%的市场份额的目标愿景。其次， 对公司的内部优势劣势及外部的环境进行分析，得出了在童鞋行业竞争中采 用 SO 增长型战略，在二胎政策的影响下以团队专业的供应链管理的能力， 开发高颜值功能性强的童鞋产品。不仅在产品上创新，还运用红人电商的营 销运营创新，在短期积累粉丝口碑和品牌人物化特点传播，以差异化方式在 市场中竞争对手。再次，制作了市场调查问卷从消费者的角度了解客户，运 用 STP、4P 以及 4C 分析法，确定市场营销计划。然后，制定运营计划对人 员和生产计划进行管理。最后，针对 P 公司五年的财务状况制作了损益表、 资产负债表、现金流量表三大报表，并且进行了分析得出项目的可行性非常 高，盈利状况良好。在第一年投资的九百万元人民币，通过五年的经营活动 预计在 2023 年年销售收入超过 1.3 个亿的高销售额。产品销售到 11818 件就 可以达到盈亏平衡，净资产收益率最高达 58%和净现值分析报告中 NPV=135814282.75,数据上表现出色。东华大学工商管理硕士学位报告 II 该项目商业计划书的研究结果表明：该项目是一个高效的且潜力巨大的 项目。预计在 2023 年可以完成一亿的年销售额，在童鞋细分品类上获得一定 的市场份额，并且发展潜力巨大。 关键词 商业计划书 市场营销计划 红人电商 童鞋 财务计划东华大学工商管理硕士学位报告 III Abstract There are numerous successful cases of celebrity e-business using products to turn fans into cash. The rapid growth and considerable investment gains in a short period of time make the author who is engaged in the traditional children's shoes industry amazed. There is no high penetration brand in the traditional children's shoes industry, with the total market value exceeding 50 billion and the annual sales growth rate of more than 10%. This paper combines children's shoes from traditional industries into the mainstream of celebrity e-commerce, and makes business plans for new brands. To study whether the project can achieve annual sales of over 100 million and market share of 0.25% in five years' operation. In order to study the feasibility of the project, first of all, the author made a detailed plan for the company, and developed the business model of celebrity e-commerce and the company's target vision of market share of 0.25%. Secondly, by analyzing the company's internal advantages and disadvantages as well as the external environment, it is concluded that the growth strategy is adopted in the competition of children's shoes industry. Under the influence of the two-child policy, the team's professional supply chain management ability is adopted to develop children's shoes with high appearance level and strong functionality. It not only innovates in products, but also used the marketing innovation of celebrity e-commerce to compete in the market in a differentiated way. Thirdly, a东华大学工商管理硕士学位报告 IV market survey questionnaire was prepared to understand customers from the perspective of consumers, and STP, 4P and 4C analysis were used to determine the marketing plan. Then, make the operation plan and manage the personnel and production plan. Finally, three statements, including income statement, balance sheet and cash flow statement, were made according to the financial situation of P company for five years, and the feasibility of the project was found to be very high and the profitability was good. With an investment of 9 million RMB in the first year, the sales revenue is expected to exceed 130 million in 2023 through five years of operation. When the product is sold to 11818 pieces, the break even can be achieved, with the highest return on equity of 58% and the NPV=135814282.75 in the net present value analysis report, the data performance is excellent. The results of the business plan show that the project is an efficient and promising project. It is estimated that 100 million annual sales will be completed in 2023, and it will gain a certain market share in the children's shoes segment, and it has great development potential. Keywords Business Plan Marketing Plan Celebrity E-commerce Children's shoes Financial Plan Pan Yun Shang（MBA) Supervised by____XU MING____东华大学工商管理硕士学位报告 - V - 目录 摘要...............................................................................................................................I Abstract......................................................................................................................III 目录.............................................................................................................................V 第一章 绪论................................................................................................................1 1.1 童鞋红人电商项目研究的背景....................................................................1 1.1.1 红人电商的商业潜力巨大，并且具有资本价值...............................1 1.1.2 母婴市场发展增长迅猛，是红人电商的下一个突破口..................5 1.1.3 团队与女鞋红人电商合作经验揭秘商业模式...................................8 1.2 选题的意义...................................................................................................11 1.3 相关的概念和研究综述...............................................................................11 1.3.1 商业计划书的文献学习的启示..........................................................11 1.3.2 童鞋行业的研究启示..........................................................................12 1.3.3 创新商业模式的文献综述的启示..................................................... 13 1.3.4 相关分析策略.......................................................................................15 1.4 童鞋红人电商项目研究内容和技术路线................................................. 18 第二章 童鞋红人电商项目的概述........................................................................19 2.1 公司策划概述...............................................................................................19 2.2 童鞋红人电商项目公司内部的优势及劣势.............................................21 2.2.1 内部资源优势.......................................................................................21 2.2.2 内部资源劣势.......................................................................................23东华大学工商管理硕士学位报告 - VI - 2.2.3 内部资源劣势的应对策略..................................................................24 2.3 本章小结.......................................................................................................25 第三章 童鞋行业市场现状分析............................................................................26 3.1 童鞋行业市场规模分析.............................................................................. 26 3.2 童鞋行业的发展现状...................................................................................27 3.3 公司外部环境分析.......................................................................................27 3.3.1 童鞋红人电商项目的宏观环境分析................................................. 27 3.3.2 童鞋红人电商项目的微观环境分析................................................. 30 3.4 本章小结.......................................................................................................33 第四章 消费者分析.................................................................................................34 4.1 目标消费者分析...........................................................................................34 4.2 客户市场调研问卷分析.............................................................................. 34 4.3 客户 4C 分析和启示....................................................................................38 4.4 本章小结.......................................................................................................41 第五章 竞争对手分析.............................................................................................42 5.1 主要竞争对手...............................................................................................42 5.1.1 miki HOUSE 最好穿的学步鞋...........................................................42 5.1.2 TIP TOEY JOEY 高颜值很多星二代都穿.......................................43 5.1.3 江博士 健康性价比的老品牌............................................................44 5.2 三家主要竞争对手的竞争力对比与本童鞋项目的对比分析................45 5.3 童鞋红人电商项目的 SWOT 分析和战略选择........................................47 5.3.1 SWOT 分析...........................................................................................47东华大学工商管理硕士学位报告 - VII - 5.3.2 战略选择...............................................................................................48 5.3.3 竞争策略...............................................................................................49 5.4 本章小结.......................................................................................................50 第六章 市场营销计划.............................................................................................51 6.1 市场细分、目标市场选择和市场定位..................................................... 51 6.1.1 市场细分...............................................................................................51 6.1.2 选择目标市场.......................................................................................53 6.1.3 市场定位...............................................................................................54 6.2 营销组合策略...............................................................................................54 6.2.1 产品策略...............................................................................................54 6.2.2 价格策略...............................................................................................57 6.2.3 渠道策略...............................................................................................57 6.2.4 促销策略...............................................................................................60 6.3 品牌营销推广策略和项目管理..................................................................62 6.4 本章小结.......................................................................................................65 第七章 运营计划.....................................................................................................66 7.1 运营管理团队...............................................................................................66 7.1.1 组织结构和职能...................................................................................67 7.2 P 公司运营里程碑及生产运营...................................................................70 7.2.1 运营目标...............................................................................................70 7.2.2 运营业务的里程碑.............................................................................. 71 7.2.3 生产运营计划.......................................................................................72东华大学工商管理硕士学位报告 - VIII - 7.3 绩效考评和员工激励...................................................................................75 7.3.1 绩效考评...............................................................................................75 7.3.2 考评方式及原则...................................................................................76 7.3.3 评价等级...............................................................................................78 7.3.4 员工激励...............................................................................................79 7.4 本章小结.......................................................................................................79 第八章 财务管理和风险控制................................................................................ 81 8.1 资金需求及来源...........................................................................................81 8.1.1 投资预算...............................................................................................81 8.2 盈亏平衡分析...............................................................................................84 8.3 财务预算表...................................................................................................84 8.3.1 损益预估表...........................................................................................84 8.3.2 现金流预测...........................................................................................86 8.3.3 资产负债表...........................................................................................89 8.4 投资收益回报分析.......................................................................................92 8.5 净现值分析...................................................................................................93 8.6 可行性分析...................................................................................................94 8.7 本章小结.......................................................................................................95 第九章 执行摘要.....................................................................................................97 9.1 童鞋红人电商项目简要说明......................................................................97 9.2 童鞋红人电商项目市场规模与需求........................................................100 9.3 童鞋红人电商项目的竞争优势................................................................100东华大学工商管理硕士学位报告 - IX - 结论..........................................................................................................................101