【作者】 杨海涛；

【导师】 雷亮；

【作者基本信息】 兰州大学 ， 工商管理（专业学位）， 2017， 硕士

【摘要】 女性消费群体一直以来是中国电商平台的主流消费群体,而据阿里巴巴近年的数据显示,8成的家庭消费支出是由太太军团掌控的,所以说太太军团的决策正最大程度的影响着家庭消费的数量与质量。随着电子商务的快速发展,网上购物已成为大多数人生活的一部分,而电子商务在移动终端的普及下进入又一个高潮,2016年的双11,阿里巴巴平台交易额突破1200亿便是最好的佐证。但是随着电商数量的不断增多,电商平台在市场上也面临着前所未有的竞争压力,所以一个电商平台的良好的发展,必从品牌定位、战略决策、渠道建设、平台架构、用户发展、资本运营及推广宣传等方面全方位考虑,从而使平台能在同类市场或细分市场中脱颖而出,提升消费者对品牌的认可度和忠诚度,全职太太是一个垂直社群类电商创业项目,撰写商业计划书将有助于该项目理清发展运营思路,同时也将为未来战略经营决策提供参考。本文以深圳市通对网络科技有限公司的“全职太太”电商平台项目为背景,以撰写切实可行的商业计划书为基本方式,将MBA学习所学的相关理论融会贯通,并运用科学的方法,以保证商业计划书的科学性和可行性。同时,本文会对“全职太太”电商平台项目的现状、发展规划及平台的商业运营模式做全方位的详细介绍。在论文的撰写过程,为确保计划的切实可行,本人参考了大量的国内外的基础文献,也引用了互联网的行业大数据作为分析依据。在项目的环境分析中,充分运用了PEST分析法对“全职太太”电商平台项目的宏观环境进行了全方位综合分析;针对行业的竞争环境分析,则充分运用波特五力模型的相关理论作为依据。在影响企业发展的内外部环境分析方面,则运用了SWOT分析模型,以帮助企业充分认清自己优势与劣势,为选择适合自己战略决策提供理论依据。在资金方面,项目整体规划筹资3000万,分三个阶段进行分步式实施,预计5年内累积发展用户达100万以上,第5年末年交易额达到2个亿以上。本文旨在综合运用战略管理、市场营销管理、企业运营管理、人力资源等相关学科的理论知识,并结合财务管理的分析方法对该项目运营及投资情况进行结综合分析,对项目的收益合理预测,并对可能出现的风险进行预测与评估,以科学的方式论证“全职太太”电商项目的可行性和风险的可控性,为项目的投资决策和运营发展提供重要的战略依据。更多还原

【Abstract】 Female consumer groups have been Chinese business platform of the mainstream consumer groups,according to the Alibaba in recent years,data show that 8 of the household consumption expenditure is made by the lady legion,so that the effect of decision is wags maximum amount and quality of family consumption.With the rapid development of business,online shopping has become a part of most people’s lives,and electronic commerce will electricity consumption to a climax in the popularization and development of mobile terminal is,2016 double 11,Alibaba platform transactions exceeded 120 billion is the best evidence.But with the growing number of business,electronic business platform is also facing the hitherto unknown pressure of competition in the market,so a good business platform for development,will be from the brand positioning,strategic decision,channel construction,platform architecture,user development,capital operation and promotion and other aspects of comprehensive consideration,so that the platform can similar talent shows itself market or market segment,enhance consumer brand recognition and loyalty,thus writing ideas of the development and operation of the business plan in order to find a full-time wife platform,help enterprise to make strategic decision to provide reference.This paper takes Shenzhen city of network science and technology limited company "full-time wife" business platform project as the background,to compose a viable business plan as the basic method,mastery of MBA learning theory study,and the use of scientific methods,in order to ensure the scientificity and feasibility of the business plan.At the same time,this article will be full-time wife,the current situation of the electronic business platform project,the development plan and the business model of the platform to do a detailed introduction.In the writing process,in order to ensure the feasibility of the program,I refer to a large number of domestic and international literature,but also cited the Internet industry as the basis for the analysis of large data.In the analysis of the project environment,make full use of the PEST analysis of the macro environment for the "full-time wife" business platform project conducted a comprehensive analysis of the full range;according to the analysis of industry competition environment,will make full use of the theory of Potter’s five forces analysis model as the basis.In the analysis of the internal and external environment that affects the development of enterprises,the SWOT analysis model is used to help the enterprises to fully understand their own advantages and disadvantages,and to provide theoretical basis for the selection of their own strategic decisions.The overall project financing 30 million,divided into three stages of implementation,is expected to accumulate more than 1 million users within the development of more than 5 years,in the past year,the platform has not reached more than fifth transactions.This paper aims at the theoretical knowledge of comprehensive use of strategic management,marketing management,enterprise management,human resources and other related disciplines,combined with the analysis methods of financial management of operating and investment the project carried a comprehensive analysis,the forecast of project income is reasonable,and the prediction and assessment of the possible risks,controllable the scientific method demonstrated the feasibility and risk of full-time wife "project electricity supplier,provide strategic basis for project investment decision-making and operational development.更多还原