本文是大安公司为了实施“纯美包包网”项目而撰写的面向公司股东的投资可行性 分析商业计划书。本计划书包括了，项目背景介绍、战略分析、商业模式介绍和财务分 析几方面内容。 文章首先介绍近年来包包行业的发展状况，着重讲述了广大女性消费者购买包包的 心理诉求及广泛的市场需求。接下来对目前影响行业发展的主要的大环境因素，如政治、 经济、社会、技术等进行了分析和预测，紧接着分析其对行业的影响，以行业内资深人 士意见为参考，以数据为支持，对国内网上包包的需求量进行了较为精确的预测。同时 对包包生产制造行业进行了认真分析和对比，并对大安公司的优势劣势进行了客观评 估，最后得出结论，“纯美包包网”是一个增长潜力巨大，值得实施的项目，同时自身 也具备开展该项目的能力。 在商业模式的选择上，大安公司以 18 至 28 岁的年轻女性为目标客户，围绕他们的 诉求通过网上进行直销。利用高价值的产品和个性化的服务来吸引客户，在最短的时间 内提高市场占有率；通过开展网上定制业务，更好地满足客户个性化的需求和实现利润； 结合客户关系管理系统，力求深入的了解客户需求及服务她们，与其建立长期的关系， 提高她们对品牌的忠诚度，以此来实现公司长期的业务成长和赢利水平的提高。最后本 文对项目的可行性进行了详尽专业的财务分析，力求以数字说话，通过财务指标计算， 来评估项目的可操作性和赢利性。 本文在分析论证的过程中综合运用了 PESTEL 大环境分析，波特五力竞争分析， SWOT 战略分析,对项目的可行性进行了论证；并利用 STP 定位分析，网络营销策略对 项目进行规划；在财务分析中运用了内部收益率、净现值分析等财务指标对项目的赢利 性进行了充分的论证，最后得出结论，大安公司的“纯美包包网项目”具有非常好的市 场前景，并且具有较高的赢利性和可操作性。 关键字，纯美包包网；网络营销；快速反应供应链管理II ABSTRACT The article is the proposal of Pure&Pretty Net implemented by Tai On company. It is writed for analysing the feasibility of investment. The proposal consist of four part: background presentation, strategy analysing, business model and financing analysing. E-marketing and Quick-response supply chain management relevant theory was used to planning the detailed tactics of the project. The article at first describe the situation of the bag industry in recent year, emphasizing on the psychological demand of mass female consumer, and analyze the main environment factors, such as politics, economy, society, technology, etc, which affect the industry. Then by taking the consultant’s comment and statistic into account, it precisely predicts the sale of bag consumer buy via internet. Compared with the competitor, it assesses the strength and weakness of Tai On company, and gets the conclusion that not only Pure&Pretty Net is a potential and trustworthy investment, but also the company is competent to implement it. Tai On company choose the business model which target the young girls of age between 18 to 28, engage in E-marketing on the basis of their demand. It uses high value product and service to attract clients and increase the occupy rate in market. By carrying out made-to-order business, it better satisfy the individual want and make profits. With the customer management system, company can establish good connection with target clients and raise the customer satifation and faith for our brand, so that ensure the business development and profit in long term. At last the article has a financial analysis in detail to prove that the project is feasible and profitable. During analysing period, the article use some strategy analytic theory, such as PEST model, five power competitive analysis, and SWOT model. STP targeting theory and 4P’S was used to plan the project. At last the financial assess way—NPV and IRR was used to prove if the project is feasible and profitable. Key words， Pure&Pretty Net; E-marketing; Quick-response supply chain managementIII 目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 第一章 绪论..............................................................................................................................1 1.1 研究背景 ......................................................................................................................... 1 1.2 计划书的目的与意义 ..................................................................................................... 1 1.3 文献综述 ......................................................................................................................... 2 1.4 研究内容 ......................................................................................................................... 4 1.5 研究方法 ......................................................................................................................... 5 1.6 本章小结 ......................................................................................................................... 5 第二章 项目概况......................................................................................................................7 2.1 项目介绍 ......................................................................................................................... 7 2.2 项目实施的意义 .............................................................................................................. 7 2.3 盈利模式与融资方案 ...................................................................................................... 8 2.4 本章小结 .......................................................................................................................... 8 第三章 大安公司简介..............................................................................................................9 3.1 公司概况 ......................................................................................................................... 9 3.2 管理团队 .......................................................................................................................... 9 3.3 本章小结 .......................................................................................................................... 9 第四章 外部环境分析............................................................................................................11 4.1 PEST 宏观环境分析 ...................................................................................................... 11 4.2 女包行业环境分析 ....................................................................................................... 12 4.2.1 行业背景................................................................................................................. 12 4.2.2 五力竞争分析......................................................................................................... 12 4.3 消费者行为分析 ........................................................................................................... 14 4.4 本章小结 ....................................................................................................................... 17 第五章 内部环境分析............................................................................................................18 5.1 资源分析 ....................................................................................................................... 18 5.2 能力分析 ....................................................................................................................... 18IV 5.3 本章小结 ....................................................................................................................... 19 第六章 SWOT 分析................................................................................................................20 6.1 SWOT 分析 .................................................................................................................... 20 6.2 战略选择 ....................................................................................................................... 21 6.3 本章小结 ........................................................