随着人们对健康的日益重视和餐饮消费习惯的转变，家庭就餐 （注，在家里就餐）服务市场前景广阔，同时，传统餐饮行业近年来 陷入低谷，面临艰难转型。在互联网创业、创新的推动下，社区电商 受到追捧，但是，其盈利模式仍然不清晰，面对当前的资本寒潮，也 只能是在困境中等待突围。 报告通过案例研究和对比分析等方法，对家庭就餐服务市场和社 区电商平台的现状进行了研究，提出了类似“滴滴”的商业模式，即， 利用自建社区电商平台，整合众多小微餐饮企业的闲置资源，为社区 家庭提供以半成品菜为核心产品的家庭就餐服务，帮助传统餐饮企业 转型，促进社区电商发展，同时也满足居民需求。报告按通用商业计 划书的格式编写，包括了产品与服务概况、市场环境分析、营销计划、 运营规划和财务与风险分析等内容。 作者作为 MBA 创业班学员，边学习边创业。报告中的创业项目 实现了互联网与传统餐饮行业的紧密结合，使得弱小的小微餐饮企业 能够借助社区电商平台进入广阔的家庭就餐服务市场。项目具有一定 的创新性，对类似的“互联网+”创业项目有很好的借鉴作用。 关键词，家庭就餐，半成品菜，社区电商平台 报告类型，商业计划书II UYD COMMUNITY ELECTRONIC BUSINESS PLATFORM BASED ON FAMILY DINING SERVICE BUSINESS PLAN ABSTRACT As people pay more attention to health and food consumption habits change, family dining (at home dining) service market prospects, while the traditional food industry in recent years into a trough, facing a difficult transition. In the Internet business, innovation, driven by community electricity providers are sought after, but its profit model is still not clear, in the face of the current capital cold, can only be in the dilemma waiting for a breakthrough. Through the case study and comparative analysis, this paper studies the current situation of the family dining service market and the community electronic business platform, and puts forward a business model similar to the Didi, that is: the use of self-built community electronic business platform, integrating many small Micro-catering enterprises idle resources for community households to provide semi-finished dish as the core product of the family dining service to help traditional food business transformation and promote the development of community electricity providers, but also to meet the needs of residents. The paper is written in the format of a generic business plan that includes product and project profiles, market environment analysis, marketing plans, operational planning, and financial and risk analysis. The author as an MBA business class students, while learning and entrepreneurship. The project in the paper realizes the close integration of Internet and traditional catering industry, which makes the small Micro-catering enterprises can enter into the vast family dining service market with the help of community electricity business platform.The project has a certain degree of innovation, similar to the Internet + entrepreneurial projects have a good reference. KEY WORDS ， Family dining;Semi-finished dish;Community electronic business platform TYPE OF DISSERTATION / THESIS: Business plan浙江工业大学硕士学位报告 “优一点”基于家庭就餐服务的社区电商平台商业计划书 III 目 录 1 绪论..........................................................................................................1 1.1 研究背景............................................................................................................1 1.1.1 家庭就餐服务市场前景广阔................................................................1 1.1.2 餐饮企业在低谷中艰难转型................................................................1 1.1.3 社区电商在危机中等待突围................................................................2 1.2 研究目的和意义................................................................................................3 1.2.1 研究目的................................................................................................3 1.2.2 研究意义................................................................................................3 1.3 研究方法与技术路线..........................................................................................................4 1.3.1 商业计划书的编写................................................................................4 1.3.2 商业模式理论综述................................................................................5 1.3.3 相关理论观点........................................................................................6 1.3.4 研究方法................................................................................................7 1.3.5 技术路线................................................................................................7 1.4 报告主要内容....................................................................................................8 1.5 本章小结............................................................................................................9 2 业务发展研究及计划...........................................................................11 2.1 家庭就餐服务市场研究..................................................................................11 2.1.1 食材配送..............................................................................................11 2.1.2 净菜、半成品菜..................................................................................12 2.1.3 厨师上门服务......................................................................................12 2.1.4 外卖......................................................................................................13 2.2 社区电商平台研究..........................................................................................14 2.2.1 社区电商业务模式的选择..................................................................14 2.2.2 社区电商的切入方式..........................................................................15 2.3 企业现状..........................................................................................................16 2.4 企业计划..........................................................................................................16 2.4.1 业务发展小结......................................................................................16 2.4.2 业务模式设计......................................................................................17 2.4.3 经营模式设计......................................................................................18 2.5 市场前景和竞争优势......................................................................................18 2.5.1 市场前景..............................................................................................18 2.5.2 竞争优势..............................................................................................18浙江工业大学硕士学位报告 “优一点”基于家庭就餐服务的社区电商平台商业计划书 IV 2.6 本章小结..........................................................................................................19 3 产品与服务...........................................................................................21 3.1 半成品菜..........................................................................................................21 3.1.1 半成品菜介绍......................................................................................21 3.1.2 半成品菜特点......................................................................................22 3.1.3 小微餐饮企业提供半成品菜的优势与劣势......................................22 3.2 生产解决方案..................................................................................................23 3.2.1 品牌......................................................................................................23 3.2.2 菜品设计..............................................................................................24 3.2.3 烹饪说明书..........................................................................................24 3.2.4 调料包..................................................................................................24 3.2.5 包装盒..................................................................................................24 3.3 社区电商平台..................................................................................................25 3.3.1 社区电商平台的构成..........................................................................25 3.3.2 社区电商平台的功能模块..................................................................25 3.4 本章小结..........................................................................................................27 4 市场与竞争分析...................................................................................29 4.1 宏观环境分析..................................................................................................29 4.1.1 政治（Police）..................................................................................29 4.1.2 经济（Economic）..............................................................................29 4.1.3 社会（Social）..................................................................................31 4.1.4 科技（Technology）..........................................................................31 4.2 行业环境分析..................................................................................................32 4.2.1 供应商的议价能力..............................................................................32 4.2.2 购买者的议价能力..............................................................................32 4.2.3 新进入者的威胁..................................................................................33 4.2.4 替代品的威胁......................................................................................33 4.2.5 同业竞争者的竞争程度......................................................................33 4.2.6 竞争策略小结......................................................................................34 4.3 SWOT 分析与战略选择.....................................................................................34 4.3.1 优势（Strength）..............................................................................34 4.3.2 劣势（Weakness）..............................................................................35 4.3.3 机会（Opportunity）........................................................................35 4.3.4 危险（Threats）................................................................................36 4.3.5 SWOT 分析模型.....................................................................................36浙江工业大学硕士学位报告 “优一点”基于家庭就餐服务的社区电商平台商业计划书 V 4.4 本章小结..........................................................................................................37 5 营销策略设计.......................................................................................39 5.1 市场细分（SEGMENTATION）..............................................................................39 5.2 目标市场（TARGETING）...................................................................................40 5.3 市场定位（POSITIONING）................................................................................40 5.4 营销组合策略..................................................................................................41 5.4.1 产品策略（Product）........................................................................41 5.4.2 价格策略（Price）............................................................................42 5.4.3 渠道策略（Place）............................................................................42 5.4.4 促销策略（Promotion）....................................................................44 5.5 本章小结..........................................................................................................44 6 生产与运营模式设计...........................................................................45 6.1 营利方式..........................................................................................................45 6.2 商业模式..........................................................................................................45 6.2.1 提供物方面..........................................................................................45 6.2.2 客户方面..............................................................................................45 6.2.3 基础设施方面......................................................................................46 6.2.4 财务方面..............................................................................................46 6.2.5 商业模式要素画布绘制......................................................................46 6.3 经营计划..........................................................................................................47 6.4 公司战略..........................................................................................................48 6.5 本章小结..........................................................................................................48 7 财务与风险分析...................................................................................49 7.1 融资计划..........................................................................................................49 7.1.1 资金投入估算......................................................................................49 7.1.2 融资方案..............................................................................................50 7.1.3 分红计划..............................................................................................50 7.1.4 退出方式..............................................................................................50 7.2 财务预测与评价..............................................................................................51 7.2.1 收入预测..............................................................................................51 7.2.2 支出预测..............................................................................................53 7.2.3 利润预测..............................................................................................54 7.2.4 财务评价结论......................................................................................54 7.3 风险分析及对策..............................................................................................55 7.3.1 信用风险..............................................................................................55浙江工业大学硕士学位报告 “优一点”基于家庭就餐服务的社区电商平台商业计划书 VI 7.3.2 法律风险..............................................................................................55 7.3.3 人员风险..............................................................................................55 7.3.4 竞争风险..............................................................................................56 7.3.5 管理风险..............................................................................................56 7.4 本章小结..........................................................................................................56 8 管理团队与组织模式设计...................................................................57 8.1 组织结构..........................................................................................................57 8.2 部门职责..........................................................................................................57 8.2.1 行政部..................................................................................................57 8.2.2 市场营销部..........................................................................................58 8.2.3 电商事业部..........................................................................................58 8.2.4 产品事业部..........................................................................................59 8.3 团队建设..........................................................................................................59 8.3.1 核心团队..............................................................................................59 8.3.2 公司文化..............................................................................................60 8.3.3 人力资源规划......................................................................................60 8.4 本章小结..........................................................................................................60 9 结论........................................................................................................61