在中堂镇建立纸业电子贸易平台符合现代市场营销理论和电子商务的发展趋势，并 且会提升本地造纸企业的竞争能力，能吸引更多的企业来中堂投资建设。本计划书的主 要研究工作体现在以下几个方面。 分析了电子商务行业现状和电子交易的重要性，结合中堂镇本地实际和项目的背 景，提出了本文研究方法和主要研究内容。 分析了电子贸易的内涵和电子贸易市场长期存在的必要性，讲述了东莞市 A 公司建 立电子贸易平台的动因以及该公司建立此项目具有的强大竞争力，并初步对项目做出了 经济分析。根据纸品贸易的客观实际和发展规划制订了电子贸易系统平台方案，因地制 宜制定了《东莞市 A 公司纸业电子贸易平台贸易规则》。 采用 SWOT 分析和波特五力模型对对项目的环境与竞争性进行了分析。 对项目作出总投资预测，通过业务量预测、业务收入预测和各种相关费用的预测综 合分析。 分析了纸业贸易平台的建立存在政策风险、环境风险、管理风险分析并对以上风险 提出一定的对策。 关键词，中堂造纸；电子贸易；竞争性分析；盈利分析Abstract The establishment of electronic trading platform in ZhongTang town which in DonGuan city in line with the modern theory of marketing and e-commerce development trend. This project will enhance the competitiveness of the local paper-making enterprises and able to attract more enterprises to invest in ZhongTang town. This business plan mainly studied in the following areas， This plan analyses the status of e-commerce industry and the importance of electronic transactions. This plan shows the research methods and content which combines the condition of ZhongTang town and project background. This plan analyses the content of electronic transactions and the necessity electronic transactions. This plan introduces a company’s motivation and great advantage of establishing paper electronic trading platform. This plan introduces the proposal of establishing paper electronic trading platform, which according to the reality of paper trading. And the proposal named Trade rule of A company’s paper electronic trading platform in DongGuan . This business plan using Michael Porters five forces model and SWOT method to analyse the circumstance of the paper E-commerce project. This plan predicts the total investment of the project through the comprehensive analysis by forecasting the amount of business, revenue and relates cost of the paper E-commerce project. This plan analyses the policy risks, environmental risk, management risk of establishing paper electronic trading platform, and introduces the methods to reduce those risks. Key words，Paper-making of ZhongTang town；Paper-making industry；E-commerce； competition analysis；Investment analysis;目 录 摘要.........................................................................................................................................I ABSTRACT ...............................................................................................................................II 第一章 绪论............................................................................................................................1 1.1 背景和意义...................................................................................................................... 1 1.2 文献综述.......................................................................................................................... 2 1.2.1 电子商务与电子交易............................................................................................... 2 1.2.2 国际电子商务的最新演进趋向............................................................................... 3 1.2.3 东莞市电子商务发展现状....................................................................................... 4 1.2.4 电子交易的发展趋势分析....................................................................................... 5 1.3 电子交易市场长期存在的必要性.................................................................................. 6 1.4 电子商务与商品交易市场的有机结合是未来发展的方向.......................................... 7 1.5 建立纸业电子交易平台的动因...................................................................................... 8 1.5.1 符合国家、地方经济产业政策发展的方向........................................................... 8 1.5.2 坚实的市场需求....................................................................................................... 9 1.5.3 强大的竞争优势....................................................................................................... 9 1.5.4 当地政府的高度的支持......................................................................................... 10 1.5.5 优越的地理位置..................................................................................................... 10 1.6 研究方法及主要内容.................................................................................................... 10 1.7 本章小结........................................................................................................................ 11 第二章 项目的商业计划概述..............................................................................................12 2.1 贸易平台建设................................................................................................................ 12 2.1.1 电子贸易平台设计的目标与原则......................................................................... 12 2.1.2 贸易规则的制定..................................................................................................... 12 2.1.3 交易信息的管理..................................................................................................... 14 2.1.4 交易软件系统......................................................................................................... 15 2.1.5 系统的应用功能..................................................................................................... 16 2.2 配套辅助设施建设........................................................................................................ 212.3 员工的配置及工资计划................................................................................................ 23 2.4 项目承担单位简介........................................................................................................ 25 2.5 项目进度计划................................................................................................................ 26 2.6 本章小结........................................................................................................................ 26 第三章 项目市场分析与竞争性分析..................................................................................27 3.1 市场分析与定位 ............................................................................................................ 27 3.1.1 市场分析................................................................................................................. 27 3.1.2 市场定位................................................................................................................. 28 3.1.3 市场分析总结......................................................................................................... 28 3.2 竞争性分析.................................................................................................................... 28 3.2.1 现有竞争者的威胁................................................................................................. 29 3.2.2 新进入者的威胁..................................................................................................... 29 3.2.3 与传统贸易形式相比的竞争优势......................................................................... 30 3.2.4 竞争性分析总结..................................................................................................... 30 3.3 SWOT 分析 .................................................................................................................... 30 3.3.1 中堂建设纸业电子贸易平台的优势..................................................................... 31 3.3.2 在中堂建设纸业电子贸易平台的劣势................................................................. 33 3.3.3 SWOT 分析总结...................................................................................................... 34 3.4 本章小结........................................................................................................................ 34 第四章 纸业电子贸易平台提供的服务和运营策略..........................................................35 4.1 平台的服务功能............................................................................................................ 35 4.2 项目的运营方向............................................................................................................ 36 4.3 项目运营的目的............................................................................................................ 36 4.4 项目运营策略................................................................................................................ 37 4.5 本章小结........................................................................................................................ 40 第五章 项目的财务分析......................................................................................................41 5.1 投资预算分析................................................................................................................ 41 5.2 业务收入分析................................................................................................................ 41 5.2.1 纸品贸易量的预测................................................................................................. 41 5.2.2 业务收入的预测..................................................................................................... 425.3 总成本与费用预算........................................................................................................ 44 5.3.1 平台的基础建设..................................................................................................... 45 5.3.2 平台系统的硬件和软件.......................................................................................... 47 5.3.3 运营费用预算......................................................................................................... 48 5.4 盈利能力分析................................................................................................................ 48 5.5 资金筹集方案................................................................................................................ 50 5.6 本章小结........................................................................................................................ 50 第六章 项目的风险与对策分析..........................................................................................51 6.1 政策风险的分析和对策................................................................................................ 51 6.2 环境风险的分析与对策................................................................................................ 51 6.3 管理风险的分析与对策................................................................................................ 53 6.4 投资风险的分析与对策................................................................................................ 53 6.5 本章小结........................................................................................................................ 54 结 论......................................................................................................................................55