礼服尚品文化传播有限公司是国内高端专注礼服定制的服务公司。礼服尚 品以独特的时尚视角展现高端礼服的魅力，本着一对一的全程式服务，能让定 制者在过程中感受设计师的高超设计能力，也能让定制者得到一套真正专属自 己的礼服。礼服尚品实行新型的 OAO 运作模式，使线上与线下完美结合。线上 开辟自己的官方网站，消费者可以自由舒适地在网站上挑选自己喜欢的礼服样 式，线下在北上广等大城市创立礼服展示中心，让线上的选择变成线下的订购， 并通过先进的 3D 人体扫描仪器，轻松为消费者提供全新的试穿体验。礼服尚品 本着以客为先的服务态度，不断将新鲜的概念，时尚的元素融入礼服定制之中， 令礼服定制可塑性更高，务求为定制者缔造永志难忘的甜美回忆。贴心而周到 的服务理念，让顾客可享受一整套量身定做的服务。 通过对礼服尚品文化传播有限公司商业计划书的编写，可以为礼服尚品公 司在将来项目的运作过程中，提供重要参考和依据。对行业、客户及竞争对手 的分析，清晰了项目启动后所面对的市场环境、目标人群及竞争格局。通过一 系列的营销计划，让礼服尚品公司能够快速进入到中国市场，并产生效益。运 营计划为项目指明前进方向，财务计划的预测为项目的开展提供强有力的保障。 本商业计划书以笔者在 MBA 期间学习到的 4PS 理论、STP 理论，数据库 营销理论、波特五力模型、SLEPT 模型为主要的理论基础。针对礼服尚品文化 传播有限公司计划启动的高端礼服定制进行了深入的分析和研究。本商业计划 书的第一章内容对礼服定制行业的国内外的发展情况进行了介绍，并对该业务 的大背景环境做了简述，说明了研究内容及研究路线；第二章是礼服尚品文化 传播有限公司的整体分析，对礼服尚品文化传播有限公司选取该业务及营销模 式的目标与原则以及网络营销本身的优势和劣势进行了详细介绍；第三章通过 对礼服定制行业的宏观、微观环境的分析，阐述礼服尚品文化传播有限公司可 能会面临的机遇和威胁；第四章主要研究礼服尚品文化传播有限公司的目标群摘要 V 体：高端和中高端娱乐、影视及商业企业大亨，了解他们对礼服定制行业的认 知程度以及消费习惯；第五章通过对礼服定制行业市场上竞争对手的分析，提 出相应的竞争策略；第六章通过运用 STP 理论、4PS 理论提出营销策略，并结 合网络营销计划和盈利模式的分析，为礼服尚品文化传播有限公司提出一个可 执行的营销计划，最后运用数据库营销理论为整个营销计划提供保障；第七章 是对整个项目运营的计划，包括短期和长期的运营程序，以及运营团队的规划； 第八章主要介绍资金需求量、具体用途及使用计划，预测三张报表，并且分析 项目的盈利能力；第九章是整个项目的执行摘要。 本商业计划书，能为礼服尚品在未来执行的过程中提供强有力的保障，也 有助于礼服尚品成为中国首屈一指的中高端礼服定制企业巨头，同时为繁荣中 国的礼服定制市场做出贡献。 关键词 礼服尚品；礼服定制；OAO；精准营销；一对一服务东华大学工商管理硕士学位报告 VI ABSTRACT Full Dress ShangPin Culture Communication Co. Ltd. is a Domestic high-end focus full dress Service Company. Full Dress ShangPin show the charm of high-end dress in a unique fashion perspective, with the purpose of a pair of a full-service program, can allow customization to feel superior design ability of the designers in the process , can also allow the custom to get a truly their own exclusive dress.Full Dress ShangPin will implement the new OAO mode of operation, so that the perfect combination of online and offline. On Line opens up its own official website, and consumers can feel comfortable on the site to pick their favorite style of dress,off line founds dress exhibition center in Guangzhou,Shanghai,Beijing and other big cities , let line choice into a line under the order, and through the advanced 3D body scanning instrument,it can be easy for consumers to provide new try on experience.Full Dress ShangPin with the attitude of “customer first” service constantly brings fresh concept and fashion elements into the custom dress, making more high dress custom plasticity, to ensure to create everlasting unforgettable sweet memories for customs.Considerate and thoughtful service concept, so that customers can enjoy a complete set of tailor-made services. Through the preparation of the business plan of Full Dress ShangPin Culture Communication Co. Ltd. , it can provide an important reference and basis for the future of the company in the future. Analysis of the industry, customers and competitors, clear the project after the start of the market environment, the target population and competitive landscape. Through a series of marketing plan, Full Dress ShangPin company can quickly enter into the Chinese market, and gain benefits. Specify the direction for the project operation plan, forecast financial plan to provide a powerful guarantee for the project. The business plan takes the author’s learning during the MBA as the main theoretical basis,including the 4Ps theory, STP theory, database marketing theory, Porter's five forces model, SLEPT model and so on. Athorough analysis andAbstract VII Research on the custom of the high-end dress which is planned by the dress culture Communication Co., ltd..The first chapter of the business plan is the development of full dress industry at home and abroad, briefly describes the business background of the environment, describes the research contents and research route; the second chapter is the overall analysis of Full Dress ShangPin Culture Communication Co. Ltd., selects the business and marketing pattern of the goals and principles as well as the network marketing advantages and disadvantages to be introduced in detail.;The third chapter through the analysis of full dress industry’s macro and micro environment , elaborates that Full Dress ShangPin Culture Communication Co. Ltd. may face opportunities and threats;The fourth chapter mainly studies the Full Dress ShangPin Company’s target groups: high-end and high-end entertainment and business tycoons, understands their cognition of custom dress industry and consumer habits; the fifth chapter through the analysis of the competitor's custom dress industry market, puts forward the corresponding competition strategy; the sixth chapter uses the STP theory, 4PS theory, marketing strategy, and combines with the analysis of network marketing plan and profit model, for Full Dress ShangPin Culture Communication Co. Ltd. puts forward an executable marketing plan, and finally use the number of security database marketing theory for the entire marketing plan; the seventh chapter is on the operation of the project plan, including short-term and long-term operating procedures, planning and operation team; the eighth chapter mainly introduces the demand of funds, and uses specific plans, Three forecast report, and analysis of the profitability of the project; the ninth chapter is the whole project executive summary. The business plan can provide strong protection for Shangpin in the process of execution in the future, and also help Shangpin became one of China's leading high-end dress custom corporate giants, contributing to the prosperity of China's full dress market. Keywords: Full Dress ShangPin; Dress custom; OAO;Precise marketing; One to one service东华大学工商管理硕士学位报告 VIII 目录 摘要-----------------------------------------------------------------------------------------IV ABSTRACT----------------------------------------------------------------------------------VI 目录----------------------------------------------------------------------------------------- VIII 第一章 绪论----------------------------------------------------------------------------------- 1 1.1 理论意义----------------------------------------------------------------------------1 1.1.1 有关网络营销的理论背景------------------------------------------------- 1 1.2 实际意义----------------------------------------------------------------------------2 1.2.1 探索这一商业模式的现实意义------------------------------------------- 2 1.2.2 本文选题的现实意义-------------------------------------------------------2 1.3 研究内容----------------------------------------------------------------------------3 1.4 研究方法及技术路线--------------------------------------------------------------4 第二章 礼服尚品文化传播有限公司分析----------------------------------------------- 7 2.1 企业简介 -------------------------------------------------------------------------- 7 2.1.1 礼服尚品文化传播有限公司 - 企业文化 --------------