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2020年WZZ电子商务平台商业计划书DOC

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长期以来,我国目前“小农户与大市场”的矛盾关系及农产品供应链的基础设施建设 落后,致使单个农户与市场之间缺乏有效及顺畅的连接,分散的小农业主将其生产的农 产品通过“生产者 产地市场批发商 销地二级批发商 零售商 消费者”的渠道分销给市 场消费者,导致了我国农产品的流通渠道过长,流通环节诸多不合理等现象。其流通环 节的链条同欧美发达国家相比,长度几乎扩张了一倍,这种过长的流通链条,导致的直 接后果是农产品价格居高不下、产品质量安全难以得到有效保障及农产品损耗过大,而 流通环节中过多的产品损耗反过来又再次提高了农产品的价格,形成了难以解开的恶性 循环。 本文是为创建“我做煮”电子商务平台(以下简称“WZZ”平台)而编写的商业计划书。 本综合应用战略、营销、运营、人力资源以及财务等学科的理论知识,全面规划 “WZZ”平台的发展方向及运作模式。为明确“WZZ”平台的战略思路,本文对影响企业发 展的一般环境因素、行业环境因素和内部环境因素等因素进行分析,找出“WZZ”公司 的关键成功因素,最后利用 SWOT 分析模型,选择企业发展战略意义与可行性;然后 再对此业务进行市场分析及 STP 分析,依据以上的分析进行 4P 营销策略规划;同时, 本文还对“WZZ”平台的组织结构、薪酬及绩效管理等方面进行设计,并对“WZZ”平台的 经营业务进行财务预测与分析。 经过如上各方面的分析与设计,本文所述的搭建此 B2C 电子商务平台,通过选定 特定的市场切入点,利用有竞争优势的采购渠道及良好的物流配送网络,缩短流通环节 链条的长度,以“袖珍型规模,精细化作业”作为指导思想,致力于提供品质优良、价格 适当的农产品给消费者,得知此项目具有一定的社会及经济意义,对消费者及创业者均 能提供良好的双赢局面。 关键词,农产品;电子商务;供应链;商业计划书II Abstract For a long term, the contradiction between small farmers and large market and the behindhand infrastructure construction of agricultural products supply chain, have leaded to the lack of effective and smooth connection between the individual peasant households and market. Small scale peasants supply the agriculture products to consumer by this place of “producer wholesalers secondary wholesalers retailers consumers”, which result in lengthy logistics channel and excessive agriculture products price. This paper is a business plan for to create “WZZ” E commerce platform. It has schemed development direction and operation model of this platform by strategy, marketing, HR and finance theoretical knowledge. In strategy chapter, it has analyzed the external and internal environment which will influence enterprise development, and to seek the CSF, at last, choose the enterprise strategy by SOWT model. In marketing chapter, it has concluded the marketing strategy by STP and 4P model. Meanwhile, it has designed the organization structure, payment, performance management system, and analyzed the financial evaluation index of this platform. To concluded, this B2C platform can provide high quality and salable agriculture products by specific market point, competitive purchase channel and excellence logistics distribution network. You may know definitely that this platform has certain social and economic significance, and it can provide good win win situation between Startup and Consumers. Key word ,agriculture products;E commerce;Supply chain;Business planIII 目录 摘要.............................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表目录..................................................................................................................................VI 第一章绪论................................................................................................................................1 1.1 研究背景及意义 ............................................................................................................. 1 1.2 相关文献研究综述 ......................................................................................................... 1 1.2.1 关于商业计划书...................................................................................................... 1 1.2.2 电子商务方面的研究进展...................................................................................... 3 1.2.3 供应链方面的研究文献.......................................................................................... 7 1.3 研究内容及方法 ........................................................................................................... 11 第二章项目发起及战略分析..................................................................................................13 2.1 项目发起简述 ............................................................................................................... 13 2.2 “WZZ”平台投资规模及营运模式................................................................................ 14 2.2.1 “WZZ”平台投资规模............................................................................................. 14 2.2.2 “WZZ”平台营运模式............................................................................................. 15 2.3 “WZZ”平台战略分析思路............................................................................................ 17 2.4 外部环境分析 ............................................................................................................... 18 2.4.1 总环境分析............................................................................................................ 18 2.4.2 行业环境分析........................................................................................................ 20 2.4.3 竞争对手分析........................................................................................................ 22 2.5 内部环境分析 ............................................................................................................... 23 2.6 竞争优势及战略选择 ................................................................................................... 23 2.7 本章小结 ....................................................................................................................... 25 第三章市场分析及营销策略..................................................................................................26 3.1 市场分析 ....................................................................................................................... 26 3.2 营销战略选择 ............................................................................................................... 28IV 3.3 目标市场及市场定位 ................................................................................................... 29 3.3.1 目标市场分析........................................................................................................ 29 3.3.2 市场定位分析........................................................................................................ 30 3.4 营销组合策略 ............................................................................................................... 31 3.4.1 产品(Product)策略................................................................................................. 31 3.4.2 价格(Price)策略 ..................................................................................................... 31 3.4.3 渠道(Place)策略..................................................................................................... 32 3.4.4 促销(Promotion)策略 ....................................................................................... 34 3.4.5 “4C”理论的应用..................................................................................................... 35 3.5 本章小结 ....................................................................................................................... 35 第四章人力资源规划与营运管理..........................................................................................36 4.1 职能架构图及部门职责 ............................................................................................... 36 4.2 管理团队与管理理念 ................................................................................................... 37 4.2.1 人员需求与管理团队............................................................................................ 37 4.2.2 公司管理理念与员工文化修养............................................................................ 40 4.3 营运管理与绩效考核 ................................................................................................... 40 4.4 本章小结 ....................................................................................................................... 44 第五章投资估算与财务预测评价..........................................................................................45 5.1 项目投入资金估算 ....................................................................................................... 45 5.2 项目收益及费用支出估算 ........................................................................................... 47 5.2.1 环境假设及财务评价原则.................................................................................... 47 5.2.2 收益预估................................................................................................................ 47 5.2.3 成本及费用支出预估............................................................................................ 48 5.3 利润表、资产负债表及现金流量表预估 ................................................................... 52 5.3.1 利润表预估............................................................................................................ 52 5.3.2 资产负债表预估.................................................................................................... 53 5.3.3 现金流量表预估.................................................................................................... 54 5.3.4 营运及盈利能力分析............................................................................................ 55 5.4 投资决策分析 ............................................................................................................... 56V 5.5 本章小结 ....................................................................................................................... 57 第六章不确定性与风险分析..................................................................................................58 6.1 盈亏平衡点分析 ........................................................................................................... 58 6.2 敏感性分析 ................................................................................................................... 59 6.2.1 单因素分析............................................................................................................ 59 6.2.2 双因素分析............................................................................................................ 61 6.3 项目风险概率分析 ....................................................................................................... 62 6.4 项目风险与控制 ........................................................................................................... 63 6.4.1 技术风险与控制.................................................................................................... 63 6.4.2 市场风险与控制.................................................................................................... 63 6.4.3 管理风险与控制.................................................................................................... 64 6.5 本章小结 ....................................................................................................................... 64 结论..........................................................................................................................................65