中国移动互联网迅猛发展。2013 年中国移动互联网网民的数量达到 5 亿人。中国移 动互联网 2013 年市场规模为 1060.3 亿元，同比增长 81.2%。预计到 2017 年，移动互联 网网民将成为互联网的第一大用户群体，移动端将成为网民最主要的上网渠道。中国银 欧亿·体育（中国）有限公司理财产品存续和发行募集情况良好，个人客户理财意愿和购买能力提升。据统计， 截至 2014 年 6 月 30 日，全国银欧亿·体育（中国）有限公司理财产品存续 51560 只，理财资金账面余额 12.65 万亿元，银欧亿·体育（中国）有限公司金融机构共发行理财产品 87718 只，累计募集资金 49.41 万亿元。其中， 一般个人客户产品募集资金 34.33 万亿元，私人银行客户专属产品募集资金 2.63 万亿 元。2013 年是互联网金融的元年，余额宝等互联网金融产品市场异常火爆，同时，国家 对互联网金融的发展持支持态度，各地方政府纷纷出台互联网金融发展扶持政策。在上 述良好的背景环境下，专家们一致认为，2014 年将迎来移动互联网金融的元年，移动互 联网金融产品具有巨大的市场潜力。 ZJB 理财产品移动商城是一个购买银行理财产品的移动互联网应用平台，是一款全 新的移动互联网金融产品。本文首先介绍了产品的功能、核心价值、目标客户和盈利模 式等基本情况；然后对当前的宏观环境和欧亿·体育（中国）有限公司环境进行了详细的分析，在 SWOT 分析的 基础上对产品的发展战略作出了选择；接下来，本文重点介绍了产品的营销计划和运营 规划，并基于营销目标做了财务预测和效益评估；最后，本文对项目的不确定性及风险 进行了分析，给出了相应的风险应对策略。 本文认为，ZJB 理财产品移动商城作为一款移动互联网金融产品，符合广大客户的 需求，也顺应市场发展的潮流。同时，通过分析和预测，可以看到产品的特点明显，具 有较强的盈利能力，投资风险较小。因此，本项目具有较好的社会、经济价值，完全值 得投资。 关键词，商业计划书；移动互联网金融；理财产品；移动商城II Abstract The rapid development of China's mobile Internet. In 2013 the number of Chinese mobile Internet users reached 500 million people. China's mobile Internet market size in 2013 was 106.03 billion yuan, an increase of 81.2%. Expected to 2017, mobile Internet users will become the first major user groups of the Internet, mobile end users will be the most important Internet channels. Chinese banking and financial products offering to raise subsisting in good condition, personal wealth management to enhance the willingness and ability to buy. According to statistics, as of June 30, 2014, the National Banking subsisting 51,560 financial products, financial book balance of 12.65 trillion yuan of funds, financial products 87,718 banking financial institutions issued a total, total funds raised 49.41 trillion yuan. Among them, the general individual customers' products to raise funds 34.33 trillion yuan, private banking customers exclusive products to raise funds 2.63 trillion yuan. 2013 was the first year of Internet financial, Internet and other financial products market balance treasure booming, while the State of the Internet supportive financial development, local governments have introduced Internet financial development policies. In the above good background environment, the experts agreed that 2014 will usher in the first year of the mobile Internet finance, financial products, mobile Internet has huge market potential. ZJB financial products is a mobile mall to buy financial products, mobile Internet application platform, is a new mobile Internet financial products. This paper first introduces the basic situation functionality, core values, target customers and profit model and other products; then the current macroeconomic environment and industry environment carried out a detailed analysis on the basis of SWOT analysis on the development of strategic products made a choice; Next, the article focuses on the product's marketing plans and operational planning, and marketing goals made based on financial projections and benefit assessment; Finally, uncertainty and risk of the project were analyzed and the corresponding risk response strategies . This paper argues that, ZJB financial products as a mobile Internet mobile mall of financial products to meet the needs of our customers, but also conform to the trend of market development. At the same time, through analysis and forecasting, you can see the obviousIII characteristics of the product, with strong profitability, less investment risk. Therefore, this project has a better social, economic value, totally worth the investment. Key words: business plan; Mobile Internet financial ; Financial Products; Mobile MallIV 目录 摘要.........................................................................................................................................................I Abstract.....................................................................................................................................................II 图表清单................................................................................................................................................VII 第一章 绪 论................................................................................................................................. 1 1.1 研究背景和意义............................................................................................................................1 移动互联网迅猛发展.............................................................................................................1 银行理财市场稳健增长.........................................................................................................1 移动互联网金融将迎来元年.................................................................................................2 本文研究的实际意义.............................................................................................................3 1.2 文献研究综述................................................................................................................................3 1.2.1 关于商业计划书的编写.........................................................................................................3 1.2.2 移动互联网金融研究现状.....................................................................................................4 1.2.3 移动电子商务研究现状.........................................................................................................5 1.2.4 其它相关理论观点.................................................................................................................6 1.3 研究方法与内容............................................................................................................................9 第二章 产品及项目概要.............................................................................................................11 2.1 产品基本构想..............................................................................................................................11 2.1.1 产品功能...............................................................................................................................11 2.1.2 产品价值...............................................................................................................................12 2.1.3 目标客户...............................................................................................................................12 2.2 产品优劣势..................................................................................................................................13 2.3 盈利模式......................................................................................................................................13 2.4 发展规划......................................................................................................................................14 2.5 本章小结......................................................................................................................................14 第三章 市场环境分析.................................................................................................................15 3.1 宏观环境分析..............................................................................................................................15 3.1.1 政策环境.....................................