全国电子商务三创赛省赛优秀作品

第四届全国高校“创新、创业、创意”电子商务大赛

“心动365”特色礼品网站策划

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目录

第1章 背景分析…………………………………………………………………….7

1.1 中国礼品消费市场分析 ........................................................................ 7 1.2 针对需求 .............................................................................................. 9 1.3 针对问题 ............................................................................................ 10 1.4 针对平台 ............................................................................................ 10 1.5 背景总结 ............................................................................................ 11 第2章 项目概述…………………………………………………………..………..11

2.1 公司名称 ............................................................................................ 11 2.2 企业理念 ............................................................................................ 12 2.3 公司组织架构 .................................................................................... 12 2.4 运营网站 ............................................................................................ 12 2.5 网站简介 ............................................................................................ 13 2.6 盈利模式 ............................................................................................ 13 2.7 投资分析 ............................................................................................ 14 2.8 创业团队 ............................................................................................ 15 第3章 市场分析…………………………………………….…………………….21

3.1 SWOT模型分析 ................................................................................. 21 3.2 行业发展分析 .................................................................................... 21 3.3 竞争对手分析 .................................................................................... 23 3.4 STP分析 ......................................................................................... 24

3.4.1 市场细分 .................................................................................. 24

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3.4.2 目标市场 .................................................................................. 24 3.4.3 市场定位 .................................................................................. 25 3.5 市场前景预测 .................................................................................... 25 第4章 经营内容…………………………………………………………….…….27

4.1任君选

挑........................................................................................................17 4.2 如您所愿 ............................................................................................ 27 4.3 品牌推荐 ............................................................................................ 28 4.4 新品上市 ............................................................................................ 37 4.5 私人定制 ............................................................................................ 38 第5章 网站功能……………………….………………………………………….41

5.1 幸运会员旅游方案推荐 ...................................................................... 41 5.2 会员管理 ............................................................................................ 41

5.2.1 个人会员注册 ........................................................................... 41 5.2.2 商家注册 .................................................................................. 43 5.3 支付系统 ............................................................................................ 44

5.3.1 支付方式和交易流程 ................................................................. 44 5.3.2 支付宝安全支付 ........................................................................ 47 5.4 其他功能 ............................................................................................ 48

5.4.1 抽奖体系 .................................................................................. 48 5.4.2 礼品商家广告业务和在线调查业务 ........................................... 48 5.4.3 纪念专区 .................................................................................. 48

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5.4.4 快乐分享 .................................................................................. 49 5.4.5 互动专区 .................................................................................. 50

第6章 公司战略…………………………………………………………………..51

6.1 总体规划 ............................................................................................ 51 6.2 详细规划 ............................................................................................ 51

6.2.1 短期目标 .................................................................................. 51 6.2.2 中期目标 .................................................................................. 52 6.2.3 远期目标 .................................................................................. 52

第7章 商业模式…………………………………………………..………………53

7.1 商业模式简析 ..................................................................................... 53 7.2 关键要素 ............................................................................................ 53

7.2.1 客户价值 .................................................................................. 53 7.2.2 盈利模式 .................................................................................. 54 7.2.3 关键资源 .................................................................................. 55 7.2.4 关键阶段 .................................................................................. 56

第8章 营销策略…………………………………………………………….…….58

8.1 营销原则 ............................................................................................ 58

8.1.1 三四原则 .................................................................................. 58 8.1.2 4C原则 ..................................................................................... 58 8.2 营销策略 ............................................................................................ 59

8.2.1 学生群体营销策略 .................................................................... 59 8.2.2 上班族营销策略 ........................................................................ 60

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8.2.3 礼品生产企业营销策略 ............................................................. 61 8.3 营销推广 ............................................................................................ 62

8.3.1 初期推广 .................................................................................. 62 8.3.2 网站资源合作 ........................................................................... 62 8.3.3 社会化营销推广 ........................................................................ 63 8.3.4 积分促销策略 ........................................................................... 64 8.4其他策略............................................................................................. 64

8.4.1 赞助高校比赛 ........................................................................... 64 8.4.2 举办大学生原创礼品设计大赛 .......................................................... 65 8.4.3 公益慈善 ................................................................................................ 67 8.4.4 爱心接力 .................................................................................. 67

第9章 财务分析………………………………………………………..…………68

9.1 投资分析 ............................................................................................ 68

9.1.1 资金来源 .................................................................................. 68 9.1.2 股本结构与规模 ........................................................................ 68 9.1.3 资金使用 .................................................................................. 69 9.1.4 投资收益与风险分析 ................................................................. 69 9.2 财务分析 ............................................................................................ 71

9.2.1 主要财务假设 ........................................................................... 71 9.2.2 主要财务报表 ........................................................................... 73

第10章 风险分析与解决方案…………………………..……………………….76

10.1 技术风险 .......................................................................................... 76

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