本文選題：商業(yè)計(jì)劃書 + 電子商務(wù)�。� 參考：《鄭州大學(xué)》2014年碩士論文

【摘要】：近些年來,隨著互聯(lián)網(wǎng)普及率的提高,物流體系的日趨完善,以及安全電子支付體系的建立,我國(guó)電子商務(wù)取得了飛速的發(fā)展。目前電子商務(wù)已滲透到我們生活的方方面面,且出現(xiàn)了眾多垂直化、區(qū)域性電子商務(wù)平臺(tái)。未來電子商務(wù)的競(jìng)爭(zhēng),在于市場(chǎng)細(xì)分和服務(wù)提升。自高等院校大規(guī)模擴(kuò)招以來,高校園區(qū)如雨后春筍般出現(xiàn)。高校園區(qū)是一塊特殊的市場(chǎng),大學(xué)生消費(fèi)群體穩(wěn)定且消費(fèi)意愿強(qiáng)烈,但目前專注于高校市場(chǎng)的電子商務(wù)平臺(tái)不多。基于以上背景,本文制定了“龍子湖商城”電子商務(wù)平臺(tái)商業(yè)計(jì)劃書。 龍子湖高校園區(qū)位于鄭州市鄭東新區(qū),目前園區(qū)內(nèi)有華北水利水電大學(xué)、鄭州航空工業(yè)管理學(xué)院、河南財(cái)經(jīng)政法大學(xué)等十幾所高等院校,師生人數(shù)將近20萬�！褒堊雍坛恰弊鳛閰^(qū)域性電子商務(wù)平臺(tái),定位于為龍子湖高校園區(qū)內(nèi)師生提供便捷優(yōu)質(zhì)的服務(wù)�！褒堊雍坛恰辈捎肂2C電子商務(wù)模式,在項(xiàng)目運(yùn)營(yíng)前期商城自營(yíng)業(yè)務(wù)有通信運(yùn)營(yíng)商業(yè)務(wù)和3C產(chǎn)品銷售,同時(shí)引進(jìn)外部商家入駐提供生活用品銷售,待項(xiàng)目成熟后逐步增加服務(wù)和產(chǎn)品�！褒堊雍坛恰蓖瑫r(shí)也采用了020模式�！褒堊雍坛恰睘橄M(fèi)者提供電腦訪問和手機(jī)客戶端訪問兩種途徑,用戶可在線瀏覽、購(gòu)買、下單,訂單生成后由商城配送。支付方式可選擇貨到付款、刷卡、在線付款等3種方式；同時(shí)項(xiàng)目在兩所高校建立實(shí)體店面,為消費(fèi)者提供體驗(yàn)、咨詢、售后等服務(wù)。 本文以“龍子湖商城”為研究對(duì)象,以商業(yè)計(jì)劃書的形式,運(yùn)用營(yíng)銷管理、風(fēng)險(xiǎn)管理、財(cái)務(wù)管理、消費(fèi)者行為學(xué)等理論,對(duì)“龍子湖商城”項(xiàng)目的策劃、運(yùn)營(yíng)、投資、風(fēng)控等各方面進(jìn)行詳細(xì)分析,使投資人對(duì)本項(xiàng)目有清晰的認(rèn)識(shí),從而為項(xiàng)目融資創(chuàng)造條件。 本文首先介紹了“龍子湖商城”項(xiàng)目概況,確定本項(xiàng)目提供的商品和服務(wù),并制定了“龍子湖商城”未來5年的發(fā)展規(guī)劃。在環(huán)境分析中,本文通過PEST分析了政治、經(jīng)濟(jì)、社會(huì)、技術(shù)等因素；介紹了龍子湖高校園區(qū)地理人文環(huán)境以及消費(fèi)環(huán)境,對(duì)消費(fèi)者行為作出分析；利用波特五力模型分析了項(xiàng)目的競(jìng)爭(zhēng)環(huán)境,并對(duì)項(xiàng)目作出SWOT分析。在以上分析基礎(chǔ)上,“龍子湖商城”項(xiàng)目制定了品牌營(yíng)銷、服務(wù)營(yíng)銷、關(guān)系營(yíng)銷等營(yíng)銷策略組合。第五章為“龍子湖商城”項(xiàng)目制定了組織架構(gòu)和人力資源規(guī)劃,詳細(xì)的運(yùn)營(yíng)計(jì)劃,以及宣傳和推廣方案。文中最后對(duì)“龍子湖商城”項(xiàng)目的財(cái)務(wù)和風(fēng)險(xiǎn)進(jìn)行評(píng)估。通過數(shù)據(jù)測(cè)算,得出“龍子湖商城”項(xiàng)目風(fēng)險(xiǎn)可控,值得投資的結(jié)論。
[Abstract]:In recent years , with the improvement of the popularization of Internet , the improvement of logistics system and the establishment of the security electronic payment system , the electronic commerce in our country has made rapid development . At present , the electronic commerce has infiltrated into every aspect of our life , and there are many vertical and regional e - commerce platforms .

Longzi Lake University Park is located in Zhengdong New District , Zhengzhou . There are more than ten colleges and universities , such as North China Water Conservancy and Hydropower University , Zhengzhou Institute of Aviation Industry Management , Henan University of Finance and Economics , etc . The number of teachers and students is nearly 200,000 .
At the same time , the project has set up an entity store in two colleges and universities to provide consumers with experience , consulting , after - sales services .

In this paper , the author makes a detailed analysis on the planning , operation , investment , wind control and other aspects of the project of " Longzi Lake City " in the form of " Longzi Lake City " as the research object , and makes the investors have a clear understanding of the project so as to create the conditions for the project financing .

This paper first introduces the project of " Longzi Lake " project , determines the goods and services provided by this project , and develops the development plan of " Longzi Lake Mall " in the next five years . In the environment analysis , this paper analyzes political , economic , social and technical factors through PEST .
The geographical and cultural environment and consumption environment of the campus of Longzi Lake are introduced , and the consumer behavior is analyzed .
This paper analyzes the competitive environment of the project by using Porter ' s five - force model , and makes SWOT analysis on the project . On the basis of the above analysis , the project of " Longzi Lake Mall " has developed the marketing strategy combination of brand marketing , service marketing and relationship marketing . The fifth chapter evaluates the financial and risk of the project of " Longzi Lake City " . Finally , the paper concludes that the project risk of " Longzi Lake Mall " is controllable and worthy of investment .
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F724.6

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本文編號(hào)：1977376