近些年来,随着互联网普及率的提高,物流体系的日趋完善,以及安全电 子支付体系的建立,我国电子商务取得了飞速的发展。目前电子商务已渗透到 我们生活的方方面面,且出现了众多垂直化、区域性电子商务平台。未来电子 商务的竞争,在于市场细分和服务提升。自高等院校大规模扩招以来,高校园 区如雨后春笋般出现。高校园区是一块特殊的市场,大学生消费群体稳定且消 费意愿强烈,但目前专注于高校市场的电子商务平台不多。基于以上背景,本 文制定了 “龙子湖商城”电子商务平台商业计划书。 龙子湖高校园区位于郑州市郑东新区,目前园区内有华北水利水电大学、 郑州航空工业管理学院、河南财经政法大学等十几所高等院校,师生人数将近 20万。“龙子湖商城”作为区域性电子商务平台,定位于为龙子湖高校园区内 师生提供便捷优质的服务。“龙子湖商城”采用B2C电子商务模式,在项目运营 前期商城自营业务有通信运营商业务和3C产品销售,同时引进外部商家入驻提 供生活用品销售,待项目成熟后逐步增加服务和产品。“龙子湖商城”同时也釆 用了 020模式。“龙子湖商城”为消费者提供电脑访问和手机客户端访问两种途 径,用户可在线浏览、购买、下单,订单生成后由商城配送。支付方式可选择 货到付款、刷卡、在线付款等3种方式;同时项目在两所高校建立实体店面, 为消费者提供体验、咨询、售后等服务。 本文以“龙子湖商城”为研究对象,以商业计划书的形式,运用营销管理、 风险管理、财务管理、消费者行为学等理论,对“龙子湖商城”项目的策划、 运营、投资、风控等各方面进行详细分析,使投资人对本项目有清晰的认识, 从而为项目融资创造条件。 本文首先介绍了 “龙子湖商城”项目概况,确定本项目提供的商品和服务, 并制定了 “龙子湖商城”未来5年的发展规划。在环境分析中,本文通过PEST 分析了政治、经济、社会、技术等因素;介绍了龙子湖高校园区地理人文环境 以及消费环境,对消费者行为作出分析;利用波特五力模型分析了项目的竞争 环境,并对项目作出SWOT分析。在以上分析基础上,“龙子湖商城”项目制定 了品牌营销、服务营销、关系营销等营销策略组合。第五章为“龙子湖商城” I 项目制定了组织架构和人力资源规划,详细的运营计划,以及宣传和推广方案。 文中最后对“龙子湖商城”项目的财务和风险进行评估。通过数据测算,得出 “龙子湖商城”项目风险可控,值得投资的结论。 关键词:商业计划书;电子商务;高校园区 II Abstract In recent years,with the improvement of Internet penetration, logistics system gradually perfect, and the establishment of safe electronic payment system,electronic commerce has obtained the rapid development in china. At present, the e-commerce has penetrated into every aspect of our lives, and appeared many vertical and regional e-commerce platform. The competition of e-commerce in the future lie in market segmentation and service improvement. Since large-scale enrollment expansion in colleges and universities, university park sprang up. University campus is a special market,consumer groups of university students is stable and consumption desire is strong.The e-commerce platform is currently focused on the market of University rarely.Based on the above background, this paper formulated the Longzi Lake Mall e-commerce platform business plan. Longzi Lake university park is located in Zheng Dong New District of Zhengzhou City, including more than a dozen universities such as North China University of Water Resources and Electric Power,Zhengzhou Institute of Aeronautical Industry Management,Henan University of Economics and Law, the number of teaches and students nearly 200000.As a regional e-commerce platform ,Longzi Lake Mall positioned to provide convenient and quality services for teachers and students in tiie university park .Longzi Lake Mall adopt the B2C e-commerce mode,the communication operator business and 3C product sales as proprietary business at the early stage of the project,at the same time introducing external tenants to provide supplies sales,after project is mature and gradually increase the services and products. Longzi L^ce Mall also adopted 020 mode. Longzi Lake Mallto provide consumers with computer access and mobile client access two ways,users can browse online, purchase orders, and orders generated by the mall distribution. Payment can choose online payment, credit card, cash on delivery payment three ways.At the same time project establish entity stores in two universities, provide consumers with experience, consulting and after-sales III services and other services. This paper takes Longzi Lake Mall as the research object5in the form of a business plan,the use of marketing management, risk management, financial management, consumer behavior theory and other theories, drew up a detailed analysis of the project's marketing, operations, investment and risk control.So investors can have a clear understanding of the project so as to create conditions for project financing. This paper first introduces the general situation of Longzi Lake Mall project5determine the goods and services provided by the project,and formulated the ”Longzi Lake Mall development plan in the next five years.In environmental analysis, this paper through the PEST model analyzes the factors such as politics, economy, society, technology;Introduces the Longzi Lake university park geography humanities environment and the consumption environment, make an analysis of consumer behavior; Using Potter's five forces model analyses the competitive environment of the project. And make a SWOT analysis for the project. Based on the above analysis, Longzi Lake Mall project to developthe brand marketing, service marketing, relationship marketing and other marketing strategy combination. The fifth chapter made tiie organizational structure and human resources planning to Longzi Lake Mall project, including the detailed operating plans, publicity and promotion plan. Finally this paper evaluate the finance and risk of Longzi Lake Mall project. Obtained through data measurement,draw the conclusion that Longzi Lake Mall project risk controllable, worth the investment. Key Words : Business plan; E-commerce; University Park IV 目录 m m i Abstract Ill 第一章绪论 1 第一节选题背景 1 第二节选题意义 2 第三节研究内容 2 第四节研究方法及工具 3 第二章项目概况 4 第一节“龙子湖商城”项目概述 4 第二节产品及服务 6 第三节运营模式 8 第四节运营团队 8 第五节发展规划 8 第三章营销环境分析 10 第一节宏观环境 10 第二节微观环境 12 第三节竞争环境 14 第四节SWOT分析 17 第四章市场营销策略 19 第一节品牌营销策略 19 第二节服务营销策略 21 第三节关系营销策略 23 V 第四节4Cs营销策略 24 第五章项目实施 26 第一节组织架构与人力资源规划 26 第二节网站建设及APP开发 28 第三节网站的购物流程、订单处理流程 29 第四节项目运营及推广 30 第五节配送与支付方式 32 第六章财务分析与风险管理 33 第一节收益来源 33 第二节收益预测 34 第三节成本估算 35 第四节财务分析 36 第五节融资渠道及退出机制 37 第六节风险管理 38 ^ 40