不同于传统的“电子商城+物流配送”模式，本报告提出了基于移动终端的“线上 购物+到店体验+购物分享”的全新解决方案。消费者通过移动终端下单并完成线上支付， 获得电子消费凭证，然后到实体店体验提货，购买后消费者可以分享购物体验，供有共 同需求的消费者参考，形成闭环的购物体验。这种模式特别适合需要线下体验的产品及 服务，同时给消费者提供双重实惠。一方面是线上订购、支付的便捷，另一方面是就近 线下体验的方便。本商业计划书目的对平台的可行性进行分析。 本报告从战略分析，市场营销、人力资源、财务分析、风险分析等方面对移动 O2O 平台进行了全面分析。首先从政治、经济、社会文化、技术环境等方面进行了宏观分析， 然后分析了平台所处的行业环境、竞争环境以及自身条件，最后利用 SWOT 模型分析， 确定了平台“集中化”的战略方向与“差异化”的营销模式。在确定平台的战略定位之 后，进行市场营销分析及 STP 分析，确定了平台立足于珠三角，为主营业务为童装、 20-30 岁年轻人以及特服的中小鞋服企业服务。依据以上的分析进行 4P 营销策略规划。 接着为了战略及市场营销策略的落地，分析了平台的组织结构、人力投入以及运营等方 面。在第六章中对平台未来财务数据进行预测，并进行了较为全面的财务分析。通过分 析得出项目所需初始投资为 35 万元，五年期净现值 NPV 为 1,751,207 元，内部收益率 IRR 为 19.67%。最后分析了平台可能面临的技术、市场、管理风险，并作出相应的控 制及对策。通过本报告的论证，本平台风险可控，投资是可行的。 本商业计划书对于探索移动互联时代、移动 O2O 应用服务的盈利模式及运营模式 具有重要的意义。 关键词，移动 O2O 商业计划书 盈利模式 运营模式II ABSTRACT Different from the traditional mode of e-commerce + logistics, this paper presented on online+offline+ share of new solutions based on mobile terminals. Through mobile terminal，Consumers can order and complete the payment online, receive electronic consumer vouchers, and go to store for the experience. Consumers purchased product can share shopping experience, for others reference, form a closed-loop shopping experience.This model is especially suitable for offline experience of products and services, at the same time provides consumers with double benefits.On the one hand, the convenience of online shopping and payment, on the other hand is offline experiences to the nearest store.The purpose of this business plan to analysis the feasibility of the platform. In this paper, it provide a comprehensive analysis for the thorough platform with a comprehensive application of strategic analysis, marketing, human resources, financial analysis, risk analysis.First of all, analyzes the macroscopic environment in the political, economic, social, cultural and technical environment aspects。.Then analyzes the industry environment 、 competitive environment and own conditions of the platform, and finally use the SWOT model analysis, determine the centralization and differentiation strategic direction of the platform.Then it begining marketing analysis with the STP method.The platform provide service for little clothing enterprises ,which the main business as children's clothing, 20 to 30 years old young man, and special clothes.based on the above analysis, 4p marketing strategy planning.In this paper ,it had analyzed the organizational structure, human investment and operation of the platform , etc.In the sixth chapter to predict future financial data platform, and conducted a comprehensive financial analysis.Through analysis it is concluded that the initial investment is 35000, five-year net present value of NPV is 1751207, IRR is 19.67%.Finally it analysis the platform may face technology, market, management risk, and make corresponding control and countermeasures.Through the argument of this paper, this platform in a controlled, investment is feasible. This business plan is of great importance for exploring the profit pattern and operation mode of mobile O2O Key Word，Mobile O2O ; Business Plan ; Profit Model ; Operating ModelI 目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表目录..................................................................................................................................IV 第一章 绪论..............................................................................................................................1 1.1 研究背景.......................................................................................................................... 1 1.2 研究意义.......................................................................................................................... 1 1.3 文献综述.......................................................................................................................... 2 1.3.1 战略管理................................................................................................................... 2 1.3.2 营销管理................................................................................................................... 3 1.3.3 商业计划书............................................................................................................... 4 1.3.4 O2O 相关 ................................................................................................................... 4 1.3.5 移动互联网............................................................................................................... 4 1.3.6 电子商务................................................................................................................... 5 1.3.7 社交媒体营销........................................................................................................... 5 1.4 研究路径与方法.............................................................................................................. 6 1.4.1 主要研究内容........................................................................................................... 6 1.4.2 研究方法................................................................................................................... 6 第二章 项目介绍......................................................................................................................8 2.1 项目背景介绍.................................................................................................................. 8 2.2 整体思路.......................................................................................................................... 8 2.3 产品及服务...................................................................................................................... 9 2.3.1 产品介绍................................................................................................................... 9 2.3.2 产品架构................................................................................................................. 11 2.3.3 会员管理................................................................................................................. 11 2.3.4 积分管理................................................................................................................. 11 2.3.5 优惠券管理............................................................................................................. 12 2.3.6 资讯、活动发布..................................................................................................... 12 2.3.7 圈子及兴趣小组..................................................................................................... 13II 2.3.8 订单管理................................................................................................................. 13 2.3.9 信息分享................................................................................................................. 13 2.3.10 移动支付............................................................................................................... 13 2.4 运营及盈利模式.............................................................................