网上销售作为一种新的商业模式，近几年来发展的如火如荼。eBay、淘宝等网上交 易平台迅速扩张，eBay的用户数量现已突破2个亿，而淘宝的用户数量也达到了1900万。 目前市场上有很多网上交易平台，如eBay、Taobao、Amazon等。电子商务凭借其时效 性强、便捷、低成本等优势已经引起了业内厂商的广泛关注，而各类传统领域的厂商也 纷纷进入电子商务市场。ZML照明公司积累有20余年的丰富的电工、照明产品经验和行 业经营经验，这些丰富的产品、行业经验使得操作“灯火万家”网上商城项目更具专业 优势。 该计划书从项目介绍、市场分析、营销策略及项目管理、财务分析、风险分析和控 制等五个方面对项目进行了讨论。首先在第一章“项目介绍”里，陈述了整个项目的商 业模式.在第二章对网络购物整体市场状况作了分析，并从“灯火万家”公司的各个业务 部分分别分析了其市场机会和竞争状况。第三章则是该项目的市场营销和项目管理规 划。第四章对项目的收益和成本进行了财务分析，并对资金的需求作了一个估算。第五 章讨论了该项目面临的主要风险和相应得对策。我们有理由相信，在这样一个快速增长 的网上零售市场上，“灯火万家”网上商城会有一个美好的前景。 关键字，电子商务；照明产品；商业计划书II ABSTRACT As a new business model, online-sales developed very quickly in recent years. The users on the eBay have been more than two hundred million, and the number of users on Taobao, the biggest C2C online trade platform located in china, has also reached nineteen million. Now there are many online platform you can sale or buy, such as eBay, Taobao, Amazon etc. And more and more traditional manufacturer in china has pay attention to online-sales market recently because the advantage of online-sales, such as quick in time, lower cost and comfortable to use etc. ZML lighting industry company as a professional manufacturer which specializing in design and production of lighting products, it was rich in experience of lighting industry more than 20 years, it help the company take advantage in online-sales platform at beginning. This business plan introduced the “Bright the city” project from five aspects; they are project introduction, market analysis, marketing and sales strategy, financial analysis, risk and control etc. In the first part we related the project in details. In second part we analyzed the whole situation of online-sales market, and also the opportunity and competition of each business area of this project. The third part was the marketing plan for whole project. In the fourth part we do the financial analysis for the project. And last part we discussed the main risk of the project and related countermeasure. And we have reason to believe that “Bright the city” project will have a bright perspective at a rapidly developing market. Keywords: E-commerce, lighting products, business planIII 目 录 摘要...................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表目录.................................................................................................................................VII 第一章 绪 论........................................................................................................................1 1.1 研究背景.......................................................................................................................... 1 1.1.1 中国互联网经济和网上购物市场的蓬勃发展....................................................... 1 1.1.2 节能环保照明的新发展和照明产品垂直 B2C 市场的空白.................................. 2 1.1.3 研究的意义............................................................................................................... 3 1.2 文献综述.......................................................................................................................... 3 1.2.1 商业计划书编制方面................................................................................................ 4 1.2.2 战略管理方面........................................................................................................... 4 1.2.3 营销管理方面........................................................................................................... 5 1.2.4 财务管理方面........................................................................................................... 6 第二章，公司及项目概况........................................................................................................8 2.1 公司概况.......................................................................................................................... 8 2.2 项目概况.......................................................................................................................... 9 2.2.1 项目的构成............................................................................................................... 9 2.2.2 产品的选择............................................................................................................... 9 2.2.3 服务内容................................................................................................................. 10 2.2.4 网络社区建设......................................................................................................... 11 2.3 本章小结........................................................................................................................ 11 第三章，市场分析..................................................................................................................12 3.1 中国电子商务 B2C 市场现状分析 .............................................................................. 12 3.1.1 2009 年的中国电子商务 B2C 市场........................................................................ 12 3.1.2 2010 年的上半年电子商务 B2C 市场概括............................................................ 12 3.1.3 中国电子商务 B2C 市场产业链分析.................................................................... 13 3.2 照明产品网购市场总体规模估算................................................................................ 15 3.3 目标消费者市场定位.................................................................................................... 17IV 3.4 市场竞争格局................................................................................................................ 18 3.5 项目投资 SWOT 分析 .................................................................................................. 20 3.6 本章小结........................................................................................................................ 24 第四章，项目运营与管理......................................................................................................25 4.1 团队建设 ........................................................................................................................ 25 4.1.1 部门配置及职能...................................................................................................... 25 4.1.2 组织文化................................................................................................................. 30 4.2 网站建设........................................................................................................................ 30 4.2.1 网店系统.................................................................................................................. 30 4.2.2 社区系统................................................................................................................. 31 4.2.3 用户注册................................................................................................................. 31 4.2.4 电子支付.................................................................................................................. 31 4.2.5 用户体验................................................................................................................. 31 4.2.6 商品推荐.................................................................................................................. 31 4.2.7 在线客服.................................................................................................................. 31 4.3 商品管理........................................................................................................................ 32 4.3.1 商品信息管理.......................................................................................................... 32 4.3.2 商品销售管理......................................................................................................... 32 4.4 营销管理........................................................................................................................ 33 4.4.1 营销管理流程......................................................................................................... 33 4.4.2 营销战略.................................................................................................................. 33 4.5 渠道管理 ........................................................................................................................ 35 4.5.1 采购渠道管理......................................................................................................... 35 4.5.2 销售渠道管理......................................................................................................... 36 4.6 价格管理 ........................................................................................................................ 36 4.6.1 商品价格制定......................................................................................................... 36 4.6.2 商品价格管理.......................................................................................................... 37 4.7 物流管理 ........................................................................................................................ 37 4.7.1 第三方物流管理..................................................................................................... 37 4.7.2 自提点建设.............................................................................................................. 37V 4.8 仓库管理 ........................................................................................................................ 38 4.8.1 仓库商品管理.......................................................................................................... 38 4.8.2 仓库人员管理.......................................................................................................... 38 4.8.3 仓储技术学习......................................................................................................... 38 4.9 项目进度管理................................................................................................................ 39 4.10 本章小结...................................................................................................................... 40 第五章 财务分析与风险控制................................................................................................41 5.1 资金计划 ........................................................................................................................ 41 5.1.1 资金投入及资金来源.............................................................................................. 41 5.1.2 资金使用计划.......................................................................................................... 41 5.2 财务分析........................................................................................................................ 42 5.2.1 经营收入预测.......................................................................................................... 42 5.2.2 成本费用明细表...................................................................................................... 42 5.2.3 固定资产明细表...................................................................................................... 43 5.2.4 资产负债表.............................................................................................................. 44 5.2.5 利润表...................................................................................................................... 45 5.2.6 现金流量表............................................................................................................. 45 5.3 财务指标分析................................................................................................................ 46 5.3.1 基本盈利能力指标.................................................................................................. 46 5.3.2 投资回收期............................................................................................................. 47 5.3.3 投资净现值（NPV）............................................................................................. 47 5.3.4 内部回报率（IRR） ............................................................................................... 48 5.4 风险与控制 .................................................................................................................... 48 5.4.1 市场风险及对策..................................................................................................... 48 5.4.2 财务风险及对策..................................................................................................... 49 5.5 本章小结........................................................................................................................ 50 结 论......................................................................................................................................51