“清真”意为“合法”，具体指的是穆斯林只能吃合乎教法的食物。根据古兰经 教法规定，“禁戒你们吃自死物、血液、猪肉以及诵非真主之名而宰的动物”(《古 兰经》2;172-173)。所谓的清真产品是指在伊斯兰教法的基础上，依照穆斯林的生活 习惯加工、制作的食品和用品。它大致包括清真食品，清真用品，清真药品等。所谓 跨境电商则是一种新型的贸易进行方式。它是指分属于不同国家和地区的不同交易主 体，通过国际互联网等相关的信息交易共享平台，通过 B2B 和 B2C 等交易模式，实现 企业或个人与消费者之间达成交易意愿并、支付结算，再通过跨境物流将商品送到消 费者手中的一种新型贸易方式。 清真产品因其取材干净卫生，制作过程考究严格，已经从广大穆斯林的专属产品 逐渐为更多追求健康消费的消费者认识和了解。根据有关数据统计，当前全世界的清 真食品总产值大于 2 万亿美元，然而中国所有的清真产品企业的总产值却不足１亿美 元，也没有成熟的垂直于清真产品的综合性网络平台。 在上述分析基础上，本文主要围绕建立清真食品跨境电商平台项目展开论述。首 先论述我国的清真产品的民族特色优势和区位竞争优势，分析清真产品国际市场营销 现状。然后对清真产品跨境电商市场发展前景进行探讨，提出专业化的清真食品跨境 电子商务平台构建和开放是拓宽清真产品进入国际市场的最佳路径，也能够促进企业 间的互利共赢和多边资源的优化配置。 最后，本文结合作者对市场实地的考察以及查阅相关的书籍和资料搜集数据制定 了未来三年公司的发展方向。通过 SWOT 分析工具对优势、劣势，机遇、挑战四个方 面进行了分析和梳理。通过商业模型画布分析罗列了企业发展过程中的各个环节，开 创性的提出通互联网技术和管理设计理念，将互动营销的概念开创性地运用到公司的 营销战略中，通过与客户的多重互动，鼓励客户参与设计产品，同时拉动消费和推广。 并且将品牌孵化和多品牌管理与网上商城经营结合，一切以提高客户消费体验为中心 创造价值，从而实现利润的良性增长。 本商业计划书从公司发展的最初阶段开始策划做起，从单纯的一个网络电商，逐 步发展成为一个综合性的 O2O 贸易平台。打造这样一个垂直于清真产品的零售平台是 一个漫长的过程，资金和人力的投入量可以依据市场发展和变现能力而变化。我们做 对资金使用计划和未来三年的盈利情况做了简单的预测。最后，报告对风险管控和团 队建设进行了分析和描述。 关键词：清真产品，跨境电商，O2OII Business Proposal of Cross-border Electronic Commerce of Halal Products Abstract Halal refers to legality and exactly means only legal food can be eaten in Muslim. The Koran states that you are forbidden to eat dead things, blood, pork and any butchered animal over which the name of other than Allah has been invoked. (The Koran 2; 172-173). The halal products refer to food and goods produced and processed based on Islam laws and according to Muslim habits and customs. It roughly includes halal food, goods and medicines. Cross-border electronic commerce is a new mode of trade. It refers to a novel mode of transaction by which varied transaction participants from different countries and regions to realize transaction willings, payment and settlement between enterprises or individuals and consumers via Internet or other relevant information transaction sharing platforms through B2B and B2C trading mode to further deliver goods to customers through cross-border logistics. Due to clean materials and strict and fastidious process, more and more consumers pursuing healthy consumption know and come to understand halal products which are originally exclusive to Muslim. According to relevant data statistics, total output value of halal food is currently more than USD 2000 billion in the world; however, total output value of all halal food enterprises in China is less than USD 100 million and a mature and comprehensive network platform is not available for halal food. Based on the above analysis, this paper spreads out discussion by centering on establishment of cross-border electronic commerce platform for halal food. Firstly, it addresses ethnic characteristics and advantages as well as competition advantages of halal products in China and analyzes the international marketing status of halal products. Secondly, development prospects of cross-border electronic commerce market of halal products are investigated in this paper, and then it proposes that establishment and openness of specialized cross-border electronic commerce platform is the optimal way for expanding the international market of halal products, and can promote mutual benefits amongIII enterprises and optimization of multilateral resources. Finally, this paper drafts the development direction of the company in future three years in combination of on-the-spot market investigation and data collection with reference to relevant books conducted by the author. Through SWOT analysis, such four aspects as advantages, disadvantages, opportunities and challenges are analyzed and teased. It analyzes and sets out all links in the process of enterprise development by means of business model canvas, and takes the initiative to put forward that interactive marketing concept is firstly applied to marketing strategy of the company by means of Internet technology and management design concepts and customers are encouraged to involve in product design through multiple interaction with customers, thereby spurring consumption and promotion. Brand incubation and multi-brand management are combined with online shopping operation to create values by focusing on improvement of customer experience on consumption, thereby realizing healthy growth of profit. The business proposal schemes the initial development phase of the company which gradually becomes a comprehensive O2O trading platform from a pure online e-commerce. Setting up a retail platform for halal products is a long course and the investment of funds and human resources can be varied with market development and realization capacity. We make a brief forecast on fund utilizing plans and profit in future three years. Finally, this paper analyzes and describes risk management and control as well as team building. Key words: halal products, cross-border electronic commerce,O2OIV 目录 第一章引言 .............................................................. 1 1.1 研究背景及意义 ....................................................1 1.2 文献综述 ..........................................................3 1.3 研究方法与路径 ....................................................3 第二章清真产品跨境电商发展概述...................................................................................................4 2.1 清真产品及其产业发展 ..............................................4 2.1.1 清真产品 ....................................................4 2.1.2 清真产品相关产业发展现状 ...................................6 2.2 清真产品跨境电商发展现状和趋势 ...............................................................................7 第三章清真产品市场分析.....................................................................................................................9 3.1 清真产品市场需求分析..........................................................................................................9 3.1.1 穆斯林人口总量增大，市场需求旺盛................................................................10 3.2 竞争环境分析 .....................................................11 3.2.1 清真产品销售平台发展状况 ..................................12 3.3 运用 SWOT 分析工具对商业模式进行分析 .............................12 3.3.1 优势 .......................................................12 3.3.2 劣势 .......................................................13 3.3.3 机遇 .......................................................14 3.3.4 挑战 .......................................................15 3.4.产品价值曲线图.....................................................................................................................16 第四章项目介绍 .....................................................................................................................................18 4.1 公司概况 ........................................................18 4.2 公司的战略定位 ..................................................18 4.2.1 成为以营销导向，以生产为支持的清真产品跨境电商平台运营商 ...19 4.2.2 公司发展的三个阶段......................