随着社会发展和财富积累，以及城市化进程加快，生活质量水平的提高，消 费者消费习惯的转变，人们对衣食住行越发关注，对食品安全的要求更是严苛。 原生态、绿色有机、非转基因、低碳低脂、无农药、无残留、原汁原味的食品在 的销售量逐渐增长。土特产这类来自特定区域的纯天然产品，当属“放心食品” 首选。各个地市为了宣传旅游、地区文化也会借助各类传媒不遗余力的协助宣传、 推广当地特殊产品，这对于土特产行业发展起到有益的推进作用，因此未来市场 对土特产需求会越来越旺盛。 最近几年，随着互联网技术的不断普及，各个行业都在运用互联网平台提升 行业竞争力，虽然土特产零售行业还存在着产品质量良莠不齐、商业开发力度不 大、缺乏统一流通、生产资源散乱等诸多问题，但是依托网络平台，发展潜力和 发展空间都非常广阔。河南地处中原，中原地区气候独特，物产丰富，土特产种 类多样。河南省范围内的土特产经营大多是中小型企业，受企业规模和传统组织 方式的影响，消费者对产品的认知度较低，在“大众创新、万众创业”和绿色消 费升级的时代，亟需对土特产品进行有效整合，进行品牌的培育和推广。 本商业项目试图借助网络销售平台，力图打造河南土特产商业品牌，以更好 的运营方式组织和销售河南省内土特产品。公司有多个创始合伙人通过资金众筹 组建，通过对河南省土特产市场的跟踪研究，采用网络化和创新性经营，突出网 络的优势，实现实时在线交易，同时覆盖加盟连锁店或者线下代理商的业务。项 目以 O2O 形式搭建专业土特产购物商城，产销联营、供销一体，线上线下联动， 把控风险、精细化管理、以销售为核心，不断占领市场获得合理的利润，达到企 业和特产商户、消费者共赢的目标。 关键词，互联网+；土特产；商业计划书II Abstract With the development of society and accumulation of wealth ， and the acceleration of urbanization， the improvement of quality of life and the change of consumer habits， people pay more and more attention to food， clothing and housing， and the requirements for food safety are more severe. The sales of the food in the original ecology， green organic， non transgenic， low carbon and low fat， no pesticide， no residue and raw juice have increased gradually. Native products such as pure natural products from specific areas are the first choice of safe food. In order to publicize tourism and regional culture， various cities will help all kinds of media to propagate and promote local special products， which will play a beneficial role in promoting the development of local products industry. Therefore， the market will have more and more demand for local products in the future. In recent years， with the increasing popularity of the Internet technology， various industries are using the Internet platform to enhance the competitiveness of the industry， although the local retail industry has the quality of the products， the development of small business uneven in quality， lack of unified distribution， production resources scattered such problems， but relying on the network platform， the development potential and development space is very broad. Henan is located in the Central Plains，the Central Plains region has a unique climate，rich products and various kinds of special soil products. Henan province within the scope of products operating mostly small and medium-sized enterprises， affected the enterprise scale and the traditional way of organization， consumer products， low awareness， in the mass innovation， entrepreneurship and the green era of consumption upgrade， the urgent need for effective integration of local products， training and promotion of the brand. This project is trying to use the commercial network sales platform， trying to build a Henan native commercial brand， with better organization operation and sales in Henan native products. The company has a number of founding partners through raise public funds set up by tracking research on the local market in Henan Province， using the network and innovative business， highlighting the advantages of the network，realize real-time online trading，while covering the agent chain or join line of business. The project in the form of O2O to build a professional specialty shoppingIII mall， sales associates， supply and marketing integration of online and offline interaction， the risk control， fine management， sales oriented， continue to dominate the market for a reasonable profit to enterprises and businesses， consumers win-win target products. Key Words: Internet Plus；Native Products； Business PlanIV 目 录 摘要............................................................................................................................... I Abstract ............................................................................................................................. II 目 录.............................................................................................................................. IV 第 1 章 基本情况............................................................................................................. 1 1.1 项目的背景............................................................................................1 1.1.1 互联网经济发展前景广阔........................................................1 1.1.2 健康消费理念深入人心............................................................2 1.2 项目实施的意义....................................................................................2 1.2.1 减少中间环节，提高土特产交易效率....................................2 1.2.2 促进河南省土特产电子商务快速发展....................................2 1.2.3 有效提升河南土特产品的质量和价值....................................3 1.3 项目的可行性........................................................................................4 1.3.1 具有丰富资源和市场开发潜力................................................4 1.3.2 市场竞争面来看项目具有可行性............................................4 1.3.3 做土特产电商的条件已经具备................................................5 1.4 电子商务相关研究进展........................................................................6 1.4.1 国外电子商务相关研究进展....................................................6 1.4.2 国内电子商务相关研究进展....................................................8 1.5 商业模式相关研究进展........................................................................9 1.5.1 电子商务商业模式概念分析....................................................9 1.5.2 电子商务商业模式类型分析..................................................10 1.5.3 电子商务新兴商业模式发展..................................................11 第 2 章 公司介绍........................................................................................................... 13 2.1 公司简介和文化..................................................................................13 2.1.1 公司简介..................................................................................13 2.1.2 公司企业文化..........................................................................13 2.2 公司经营方式......................................................................................14 2.2.1 利用好历史文化特色来经营..................................................14 2.2.2 产品创新经营..........................................................................14 2.2.3 网络化经营..............................................................................15 2.2.4 品牌的精准定位......................................................................16V 2.3 公司经营产品目录..............................................................................18 2.4 产品特点分析......................................................................................19 2.5 产品标准和质检控制..........................................................................19 2.6 产品发货和售后服务..........................................................................20 2.6.1 发货方式及流程......................................................................20 2.6.2 退换货公司内部管理制度......................................................20 2.6.3 客户换货条件和流程..............................................................21 2.6.4 客户退货条件和流程..............................................................21 2.6.5 公司拒绝客户退、换货的条件..............................................21 2.7 公司经营管理团队..............................................................................21 2.8 公司拥有的优势..................................................................................22 2.8.1 新公司前期工作已经做完......................................................22 2.8.2 强有力的执行团队..................................................................22 2.8.3 启动和发展资金充裕...............................................................22 2.8.4 独有的产品资源......................................................................22 第 3 章 市场分析........................................................................................................... 23 3.1 土特产总体市场分析..........................................................................23 3.2 个人消费市场分析..............................................................................23 3.3 旅游消费市场分析..............................................................................24 3.3.1 旅游消费市场现状..................................................................24 3.3.2 旅游消费市场特点分析..........................................................25 3.4 礼品市场分析......................................................................................25 3.4.1 礼品市场的现状......................................................................25 3.4.2 礼品消费市场特点分析..........................................................25 3.5 团体消费市场分析..............................................................................26 3.5.1 团体消费市场现状..................................................................26 3.5.2 团体消费市场特点分析..........................................................26 3.6 需求市场定位分析..............................................................................27 3.6.1 低端土特产市场......................................................................27 3.6.2 中端土特产市场......................................................................27 3.6.3 高端土特产市场......................................................................27 3.7 潜在市场调查分析..............................................................................28 3.8 市场问题和对策..................................................................................30 第 4 章 竞争环境分析................................................................................................. 32VI 4.1 宏观环境分析......................................................................................32 4.1.1 政治环境..................................................................................32 4.1.2 经济环境..................................................................................32 4.1.3 社会文化环境..........................................................................33 4.1.4 技术环境..................................................................................33 4.2 行业竞争分析......................................................................................33 4.2.1 新进入者的威胁......................................................................33 4.2.2 替代品的威胁..........................................................................34 4.2.3 消费者讨价还价的能力..........................................................35 4.2.4 供应商讨价还价的能力..........................................................35 4.2.5 现有竞争者的竞争能力..........................................................35 4.3 主要竞争对手分析..............................................................................36 4.3.1 直接竞争者..............................................................................36 4.3.2 间接竞争者..............................................................................36 4.4 竞争态势 SWOT 分析............................................................................37 4.5 竞争战略选择......................................................................................37 第 5 章 商业模式......................................................................................................... 39 5.1 土特产商业模式的分析......................................................................39 5.1.1 利用资本实现跨越式发展......................................................39 5.1.2 做好整条产业链促进发展......................................................39 5.1.3 以融合经营为主......................................................................39 5.1.4 做好网络平台和综合服务......................................................40 5.2 企业管理模式......................................................................................40 5.2.1 团队管理..................................................................................40 5.2.2 股权管理..................................................................................41 5.2.3 决策管理..................................................................................42 5.2.4 财务管理..................................................................................42 5.2.5 文化管理..................................................................................42 5.3 公司运营模式......................................................................................43 5.3.1 线上网络运营模式..................................................................43 5.3.2 线下实体运营模式..................................................................43 5.4 公司的盈利模式..................................................................................44 第 6 章 营销策略......................................................................................................... 46 6.1 商品营销目标......................................................................................46VII 6.2 商品营销战略......................................................................................46 6.3 网络营销实施策略..............................................................................46 6.4 人员促销策略......................................................................................48 6.5 针对特产的其它营销策略..................................................................48 6.5.1 专卖制营销策略......................................................................48 6.5.2 会员制营销策略......................................................................49 6.5.3 配送制营销策略......................................................................49 6.5.4 分级制营销策略......................................................................49 6.6 公司销售目标......................................................................................50 第 7 章 融资方案........................................................................................................... 52 7.1 融资方式..............................................................................................52 7.2 股权融资方案......................................................................................52 7.2.1 融资用途..................................................................................52 7.2.2 融资期限..................................................................................52 7.2.3 股权分配情况..........................................................................52 7.2.4 融资额度和投向......................................................................52 7.3 项目众筹融资方案..............................................................................53 7.3.1 众筹产品规划..........................................................................53 7.3.2 众筹的管理和运营..................................................................53 7.3.3 众筹股权结构及利润分配......................................................54 7.3.4 项目众筹步骤..........................................................................54 7.3.5 项目众筹的作用......................................................................54 第 8 章 投资回报和退出机制..................................................................................... 56 8.1 股利回报..............................................................................................56 8.2 退股机制..............................................................................................56 8.3 转、赠股份...........................................................................................56 第 9 章 风险控制........................................................................................................... 57 9.1 品牌、营销渠道风险控制..................................................................57 9.2 物流风险控制......................................................................................57 9.3 产品质量风险控制..............................................................................57 9.4 同质化风险控制..................................................................................58 9.5 经营成本风险控制..............................................................................58 9.6 资金风险控制......................................................................................58 9.6.1 完善资金支付授权体系..........................................................58VIII 9.6.2 健全财务管理制度和流程......................................................58 9.6.3 加强计划管理、提高调控能力..............................................59 9.6.4 严格支付管理、创新管理手段..............................................59 9.6.5 严格法律约束..........................................................................59 第 10 章 公司管理......................................................................................................... 60 10.1 公司组织架构....................................................................................60 10.2 公司薪酬福利结构............................................................................61 10.3 销售提成............................................................................................63 10.4 年终奖................................................................................................63 10.5 股权管理............................................................................................63 第 11 章 财务分析......................................................................................................... 64 11.1 资金预算............................................................................................64 11.2 资金运用............................................................................................64 11.3 投资回报............................................................................................65 11.4 资产负债表........................................................................................67 11.5 现金流量表........................................................................................68 结束语............................................................................................................................. 69