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2020年XY公司電商平臺商業計劃書DOC

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基本簡介
XY 公司做為一個小微公司,一直以來堅持消費類電子產品的軟硬件設計。公司創 建伊始,就以為終端客戶提供“交鑰匙”解決方案做為立世之本。從視頻轉換類產品做起, 在這個細分市場占據半壁江山。時光荏苒,憑借著對消費類數碼電子市場 4 年的深刻理 解,以及對客戶的耕耘,XY 公司擁有了穩定的客戶群和出貨量。但是,消費類電子產 品升級很快,面對快速更新的數碼電子市場,只有不斷的推出創新的產品才能站得住腳。 XY 公司新引進了一條產品線,為消費類音頻產品。為了滿足更多的應用場景下消費者 的需求,而且避開 XY 公司的一直以來不面對最終消費者的劣勢。借著電子商務蓬勃發 展的東風,XY 組建了一個團隊,開始運營線上商鋪,希望依托自身的設計實力,抓住 市場中細分的機會來實現下游的延伸。最終達到公司產品多元化,自主品牌化的目的。 借此壯大公司規模。 電子商務作為區別于傳統營銷市場的特殊存在,給 XY 公司提供了一個開放自由而 有效的平臺。 本文對 XY 公司的內部環境資源進行綜合梳理,結合 XY 公司所處的行業現狀以及 宏觀經濟環境,采用 SWOT 分析法找出 XY 公司以及電子商務發展所面對的優勢及劣勢 以及外部環境所帶來的機遇和威脅。并且從 XY 公司整體的發展戰略出發,與公司實際 情況相結合,對公司期望建立的電子商務平臺進行市場定位,以此為依據制定并選擇適 合公司電子商務發展的營銷戰略。即推出明星產品,短時間內覆蓋足夠的數量,這是一 個從無到有的建立一整套的電子商務平臺,包括 B2C 電子商鋪,網絡推廣等一攬子的 方案。計劃書給出了具體的實施步驟以及時間表,并且對整個電子商務平臺做出了周密 的風險分析和詳盡的財務分析,提出了對各種風險的控制措施,進而保證了整個計劃書 科學有效的執行。 關鍵詞,電子設計 發展戰略 b2C 電子商務ABSTRACT Base on situation of electronic business and the macro environment, this paper proposal a solution of e commerce. The purpose is advancing the XY Company’s strategy. This proposes include the B2C e store and online marketing. At first, analyze the feature of XY Company. According to result, recommend a schedule and step. Then this proposal research the electronic market and finish financial analysis, it is helpful for XY company position their product and customer. Final, after risk analyze, propose advice lots of comments for control risk. These item help this paper achieved. XY Company is a small company. The revenue is 10 million at 2013. It is a design house in electronic commerce field. They have hardware and software design team. They are support factory which deliver innovation and quality consumer product to market quickly. From 2010 to 2013, they have lots of experience in commerce market. In XY Company’s strategy, they would like to expend their business. The e commerce is a good mode to expend their business. In this paper, PEST analysis (Political, Economic, Social and Technological analysis) describes a framework of macro environmental factors used in the environmental scanning component of strategic management. It focuses on economic and technological analysis. The Michael Porter's Five Forces Model is used for clarify the company stratagem. After these, this paper use SWOT analyze to find out the advantage and disadvantage of XY Company. They should face to the opportunity and threats. Actually, The e store’s situation and sales stratagem direct the way to market. They should propose the star product to market and influence more customers in market. After all, this paper recommends a standard which evaluation the e store. The detail schedule and financial statement is necessary. Keywords: Design/ Development Strategy/ business to consumer e commerceIII 目 錄 摘要...........................................................................................................................................I ABSTRACT.............................................................................................................................. II 第一章 緒論..............................................................................................................................1 1.1 研究背景..................................................................................................................... 1 1.2 文獻綜述...................................................................................................................... 3 1.2.1 STP 理論........................................................................................................... 3 1.2.2 網絡營銷理論................................................................................................... 4 1.2.4 環境分析.......................................................................................................... 7 1.2.5 電商平臺技術及其應用.................................................................................. 7 1.3 計劃書的內容和結構.................................................................................................. 8 第二章 電子商務平臺項目背景............................................................................................11 2.1 XY 公司概述 ............................................................................................................. 11 2.2 項目簡介................................................................................................................... 11 2.3 項目特點................................................................................................................... 12 2.3.1 建立一個綜合性的民樂電子商務平臺......................................................... 12 2.3.2 公司擁有較深的民樂研究背景..................................................................... 15 2.3.3 先進的無線音頻技術 藍牙............................................................................ 16 2.4 本章小結................................................................................................................... 17 第三章 外部分析....................................................................................................................19 3.1 一般環境分析............................................................................................................ 19 3.1.1 政治因素分析................................................................................................ 19 3.1.2 經濟因素分析................................................................................................ 21 3.1.3 社會因素分析................................................................................................. 24 3.1.4 技術因素......................................................................................................... 26IV 3. 2 市場環境分析........................................................................................................... 28 3.2.1 藍牙音箱市場容量分析................................................................................ 28 3.2.2 消費者行為分析............................................................................................. 29 3.3 競爭環境分析............................................................................................................ 32 3.3.1 競爭者............................................................................................................ 32 3.3.2 替代品的威脅................................................................................................. 39 3.3.3 潛在進入者的威脅......................................................................................... 41 3.3.4 供應商議價..................................................................................................... 43 3.3.5 購買者議價..................................................................................................... 44 3.4 本章小結................................................................................................................... 45 第四章 資源能力分析............................................................................................................47 4.1 資源分析.................................................................................................................... 47 4.2 能力分析................................................................................................................... 50 4.2.1 產品研發能力................................................................................................. 51 4.2.2 制造能力......................................................................................................... 52 4.2.3 客戶管理能力................................................................................................. 52 4.2.4 人力資源管理能力......................................................................................... 53 4.2.5 電商平臺運作能力......................................................................................... 53 4.2.6 品牌運作能力................................................................................................. 53 4.4 核心競爭力............................................................................................................... 54 4.4.1 人才競爭力..................................................................................................... 54 4.4.2 創新競爭力..................................................................................................... 55 4.4.3 流程競爭力..................................................................................................... 57 4.5 企業級電商全網戰略布局....................................................................................... 58 4.6 本章小結................................................................................................................... 59 第五章 市場細分和品牌定位................................................................................................61V 5.1 SWOT 分析及結論.................................................................................................... 61 5.1.1 機會................................................................................................................ 61 5.1.2 威脅................................................................................................................ 62 5.1.3 優勢................................................................................................................ 63 5.1.4 劣勢................................................................................................................ 63 5.2 市場細分.................................................................................................................... 66 5.3 目標市場選擇............................................................................................................ 68 5.4 品牌定位.................................................................................................................... 71 5.5 營銷策略................................................................................................................... 73 5.6 本章小結................................................................................................................... 74 第六章 經營策略....................................................................................................................76 6.1 XY 公司組織架構 ..................................................................................................... 76 6.2 項目團隊架構............................................................................................................ 78 6.3 團隊建設和培養....................................................................................................... 80 6.3.1 招聘................................................................................................................. 80 6.3.2 薪酬結構........................................................................................................ 81 6.3.3 考核................................................................................................................ 82 6.4 項目時間表............................................................................................................... 82 6.5 本章小結................................................................................................................... 83 第七章 財務評價和風險控制................................................................................................84 7.1 經營預測................................................................................................................... 84 7.2 財務數據分析............................................................................................................ 86 7.3 項目風險控制........................................................................................................... 89 7.3.1 電商平臺風險................................................................................................. 90 7.3.2 運營與管理風險............................................................................................. 92 7.4 風險控制................................................................................................................... 93VI 7.4.1 電商平臺風險控制........................................................................................ 93 7.4.2 公司層面的風險控制.................................................................................... 93 7.5 本章小結................................................................................................................... 94 結 論........................................................................................................................................96
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