全国电子商务三创赛省赛优秀作品
发布时间：2015-01-01 来源：文档文库
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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…………………………………………………………………….5 1.1 中国礼品消费市场分析 ................................................................................. 5 1.2 针对需求 ......................................................................................................... 6 1.3 针对问题 ......................................................................................................... 6 1.4 针对平台 ......................................................................................................... 7 1.5 背景总结 ......................................................................................................... 7 第2章 项目概述…………………………………………………………..………..7 2.1 公司名称 ......................................................................................................... 7 2.2 企业理念 ......................................................................................................... 8 2.3 公司组织架构 ................................................................................................. 8 2.4 运营网站 ......................................................................................................... 8 2.5 网站简介 ......................................................................................................... 8 2.6 盈利模式 ......................................................................................................... 8 2.7 投资分析 ......................................................................................................... 9 2.8 创业团队 ......................................................................................................... 9 第3章 市场分析…………………………………………….…………………….13 3.1 SWOT模型分析 ............................................................................................ 13 3.2 行业发展分析 ............................................................................................... 13 3.3 竞争对手分析 ............................................................................................... 14 3.4 STP分析 ..................................................................................................... 15 3.4.1 市场细分 ............................................................................................. 15 3.4.2 目标市场 ............................................................................................. 15 3.4.3 市场定位 ............................................................................................. 15 3.5 市场前景预测 ............................................................................................... 15 第4章 经营内容…………………………………………………………….…….17
4.1任君选挑........................................................................................................17 4.2 如您所愿 ....................................................................................................... 17 4.3 品牌推荐 ....................................................................................................... 18 4.4 新品上市 ....................................................................................................... 24 4.5 私人定制 ....................................................................................................... 25 第5章 网站功能……………………….………………………………………….27 5.1 幸运会员旅游方案推荐 ............................................................................... 27 5.2 会员管理
....................................................................................................... 27 5.2.1 个人会员注册 ..................................................................................... 27 5.2.2 商家注册 ............................................................................................. 28 5.3 支付系统
....................................................................................................... 28 5.3.1 支付方式和交易流程 ......................................................................... 29 5.3.2 支付宝安全支付 ................................................................................. 30 5.4 其他功能
....................................................................................................... 31 5.4.1 抽奖体系 ............................................................................................. 31 5.4.2 礼品商家广告业务和在线调查业务 ................................................. 31 5.4.3 纪念专区
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5.4.4 快乐分享 ............................................................................................. 31 5.4.5 互动专区
............................................................................................. 32 第6章 公司战略…………………………………………………………………..33 6.1 总体规划 ....................................................................................................... 33 6.2 详细规划
....................................................................................................... 33 6.2.1 短期目标 ............................................................................................. 33 6.2.2 中期目标 ............................................................................................. 33 6.2.3 远期目标
............................................................................................. 34 第7章 商业模式…………………………………………………..………………35 7.1 商业模式简析 ............................................................................................... 35 7.2 关键要素
....................................................................................................... 35 7.2.1 客户价值 ............................................................................................. 35 7.2.2 盈利模式 ............................................................................................. 35 7.2.3 关键资源 ............................................................................................. 36 7.2.4 关键阶段
............................................................................................. 36 第8章 营销策略…………………………………………………………….…….38 8.1 营销原则
....................................................................................................... 38 8.1.1 三四原则 ............................................................................................. 38 8.1.2 4C原则 ................................................................................................ 38 8.2 营销策略
....................................................................................................... 38 8.2.1 学生群体营销策略 ............................................................................. 38 8.2.2 上班族营销策略 