每年一度的电商“双 11”购物狂欢节刚刚结束，紧接着便是各大媒体关于“双 11” 铺 天盖地的报道。2015 年的“双 11”购物狂欢节，各大电商业绩一片飘红，纷纷都递交 了一份令人满意的成绩单。据报道，全国销售额达到 1200 亿元，其中天猫的成交额更 是破纪录的超 912 亿元。我们相信，没有网购的市民或许只是少数。如果问你到底有多 久没有逛过百货商场了，相信有不少人会表示，已经有段时间了，又或者逛商场的频率 已经降低了不少。2015 年，番禺万达百货关门、高德汇改名并招进保税店、北京路商铺 租金见顶降租招客、各类跨境电商体验店遍地开花，这些种种已发生的事实都预示着零 售商业的格局已经被大大地改写。有业内人士表示，传统一铺养三代的观念已经发生变 化，什么样的商铺才最能挣钱，也更加地考验投资者们和运营者们的眼光了。 百货店关门、北京路旺铺降租 15 万/月。广州零售商业如何破冰，第一太平戴维斯 认为，随着“互联网+”概念的兴起，零售行业以“O+O”为模式的实体店与电商相互 补充的模式成为 O2O 的升级版。实体店围绕线上线下打造全方位的生态圈，电商企业 亦借助线下实体体验店发展，这将进一步改写未来零售业的格局。 基于“北京路商圈”的 O2O，是以广州老牌步行街北京路及其所在商圈为服务单位， 针对商圈中的上千家商店，凭借移动互联网技术，以“集成服务”为经营理念，满足消 费者不同购物需求的商务模式。通过网站或者手机 App，让消费者快速、便捷的了解到 商圈中所有商品的第一手资讯，例如新货上架、商品促销、打折等。让消费者足不出户， 在网络中自由行走，开心方便地购物，安全省钱省心，快捷、安全。 本商业计划书是通过 A 公司融资开发北京路商圈零售业 O2O 项目的研究，为相关 债权人充分提供项目投资信息，计划通过债权融资方式为项目筹集部分资金用于运作项 目；同时，本商业计划书针对 A 公司开发北京路商圈 O2O 项目的平台系统设计开发、 销售策略、成本控制、财务计划、风险预测及管控等作出分析，为项目的成功运作提供 必要的可靠依据。本次开发项目的 A 公司，是一家资深的 IT 服务公司，业务范围包括 电商 B2C/P2P/O2O、金融 BI 等 IT 技术领域。 关键字，北京路 商圈 电子商务 O2O 风险管控II Abstract The annual carnival electrical contractor double 11 shopping has just concluded, and then we can so many media reports about double 11. During double 11 shopping carnival of 2015, each e-commerce company had got a wonderful performance.According to those reports, we can get that the sale had been up to 120 billion yuan. In particular, Tmall also set a new record of more than 91.2 billion yuan. We believe that only little people don't have online shopping experience. If someone askes you how long you don't go to marketplaceMaybe a lot of people will say that it's a long time, or don't go to marketplace as much as before. In 2015, the panyu wanda had been closed. Gao Dehui had been renamed and moved into the bonded store. The shops of Beijing road had been to reduce the rent. All kinds of cross-border e-commerce have been springing up...All these show us thatthe pattern of retail business has been greatly changed. The specialist said that traditional concept had been changed. How to earn moneyIt will be a very test of investors and operators. Department stores had been closed, and Beijing road reduced the rent low to 150000/month...How can Guangzhou retail business break the iceSavills believes that with the rise of the concept of Internet +, O + O retail industry and e-commerce will become updated version of O2O. Entity shops will set up a comprehensive system online. And e-commerce companies also develop and grow up with offline entities shops. All of these will rewrite the retail business in the future. This O2O project is based on Beijing road business circle, and it provides service for those stores in the business circle with mobile Internet technology. It satisfies different consumers with integrated service. Through the website or mobile App, O2O can help the consumers to learn the infomation about the commodities quickly and conveniently, such as the new goods shelves, product promotion, discount, etc. This business plan provide those relevant creditors with sufficient investment information. And A company has a plan to raise funds for Beijing Road O2O project. At the same time, the business plan makes analysis about development, sales strategy, cost control, financial planning and risk prediction, and then provides necessary and reliable basis for the success of the project operation. A company is A veteran of the IT services company, and its scope of business includes e-commerce B2C/P2P/O2O, financial BI, IT technology and so on. Keywords: Beijing road, business circle, e-commerce, O2O, risk controlsIII 目 录 摘要.....I Abstract II 第一章 绪论1 1.1 背景和意义 ... 1 1.2 国内外 O2O 发展现状.... 4 1.2.1 国内 O2O 发展现状 . 4 1.2.2 国外 O2O 发展现状 . 5 1.3 主要内容及研究方法 ..... 5 第二章 公司介绍....7 2.1 公司介绍 . 7 2.2 团队介绍 . 7 2.2.1 总经理..... 8 2.2.2 项目经理. 8 2.2.3 技术研发部... 9 2.2.4 业务拓展部... 9 2.2.5 客户服务部... 9 2.2.6 行政/财务部 10 2.3 项目介绍 ..... 10 2.3.1 系统设计..... 11 2.3.2 网络设计..... 13 2.4 公司开发动因 ... 13 2.5 A 公司特色模式. 14 本章小结 14 第三章 市场需求分析15 3.1 消费市场分析 ... 15 3.2 店铺市场需求分析 . 16 3.3 目标市场分析 ... 18 3.3.1 目标商铺客户分析. 18IV 3.3.2 目标消费者定位..... 18 本章小结 20 第四章 外部环境分析21 4.1 市场环境分析 ... 21 4.2 市场竞争性分析 ..... 21 4.3 项目 SWOT 分析 .... 22 4.3.1 优势. 22 4.3.2 劣势. 23 4.3.3 机会. 23 4.3.4 威胁. 24 本章小结 24 第五章 盈利模式及营销策略25 5.1 盈利模式 ..... 25 5.1.1 会员管理费. 25 5.1.2 平台交易费用... 25 5.1.3 增值服务费用... 25 5.1.4 广告费... 26 5.2 营销推广策略 .... 26 5.2.1 精准销售策略.... 26 5.2.2 低价推广策略... 28 5.2.3 移动互联网营销策略... 29 5.2.4 其他营销策略... 29 本章小结 30 第六章 融资计划及财务分析31 6.1 融资计划 ..... 31 6.1.1 资金来源..... 31 6.1.2 融资计划..... 31 6.2 财务分析及预测 ..... 33 6.2.1 预测前提..... 33 6.2.2 成本预测..... 33V 6.2.3 收入预测..... 35 6.2.4 损益预测..... 36 6.2.5 现金流预测. 37 6.2.6 投资回收期. 37 本章小结 39 第七章 风险分析与对策..40 7.1 市场风险及对策 ..... 40 7.2 管理风险及对策 ..... 41 7.3 技术风险及对策 ..... 41 7.4 法律政策风险及对策 ... 41 本章小结 42 结 论..43