【作者】 张奇；

【导师】 李志远；

【作者基本信息】 兰州大学 ， 工商管理硕士（专业学位）， 2017， 硕士

【摘要】 近二十年来中国经济迅猛发展,随之而来的是文化、行为习惯以及人们消费观的改变。作为服装市场重要组成部分,童装的市场需求和营销渠道也已经有了很大变化,特别是我国二胎政策的推行,童装市场有着很大的发展潜力,其市场容量将进一步提升。T&Q服装销售有限公司是一家位于江南水乡锦溪镇,从事服装设计、代加工并拥有十多年历史的传统中等规模的家族企业。目前为了手中的资金寻找较好的投资渠道并抓住马云口中“新零售”的机遇,公司筹建项目组推出“绿山墙的安妮公主”互联网中大童女装品牌。本文的研究目标为运用投资回报分析工具,为“绿山墙的安妮公主”这个互联网中大童女装品牌项目的顺利实施提供决策支持。于此同时,运用人力资源、市场营销、战略分析、财务分析等MBA课程所学专业知识,为项目前期的顺利运营提供科学的商业策划,从而打消投资方对投资本项目的疑虑,使其放心投资。本文采用的是商业计划书的文体进行撰写,首先介绍了项目研究背景和意义,通过查阅大量行业内的参考文献确定研究方法。其次,通过对“绿山墙的安妮公主”项目的内部及外部分析,设计并制定项目战略。然后,通过使用著名的市场细分STP理论寻找目标市场和潜在客户并制定有关的定价及新媒体推广等营销策略。通过对项目的新产品推广计划以及品牌运营方案对该项目的整个运营流程进行规划;使用净现值、投资回收期以及内部收益率等科学统筹方法对该项目进行投资回报率分析。最后,本文利用甘特图对项目实施的关键节点进行有效地把控。本商业计划书对于探索当下电子商务时代及新实体经济崛起的时代背景下,将童装产业如何通过新零售的商业模式,来制定科学合理,差异化的竞争策略来使企业本身从红海中寻找蓝海有着比较代表性地意义。更多还原

【Abstract】 Followed by cultural,behavioral habits and changes in people’s consumption concept,China’s economic developed rapidly over the past twenty years.As an important part of children’s clothing market,the market demand and the marketing channel has great changes,especially in China two-child policy implementation,children’s clothing market has a great opportunity and the market capacity will be further enhanced.T&Q clothing Sales Co.,Ltd.is located in a water town named Jinxi.It engaged in the clothing design,processing and traditional medium sized family enterprise with a history of more than and 10 years.At present,in order to find the funds in the hands of a good investment channel and seize Jack Ma’s new retail opportunities,the company planning launched the "Annie Princess" big children’s clothing E-commerce business.The purpose of this paper is to use investment return analysis tools to provide decision support for the successful implementation of the "Anne Princess" children’s clothing on-line business.At the same time,the use of human resources,marketing,strategic analysis,financial analysis and other MBA courses,for the smooth operation of the project to provide scientific business planning.These theories so as to dispel the doubts of investors to invest in the project,so that investors at ease investment.This article is used in the writing of the business plan.The paper first introduces the background and significance of the project,and finds the research method by referring to the reference literature in a large number of related industries.Second,through the internal and external analysis of the project,design and develop relevant strategies.Through the use of well-known market segmentation STP theory,here to find the target market and potential customers and to develop effective pricing and new media promote plan.The project is planned by the new product promotion plan and the brand operation plan of the project.The ROI of the project is analyzed by scientific co-ordination method such as net present value,investment payback period and internal rate of return.Finally,this paper uses the Gantt chart to effectively control the key nodes of the project implementation.This business plan for exploring the current era of e-commerce and the new entity economy under the background of the times,the children’s clothing industry by new retail business model,to develop scientific and rational,to make enterprise competitive strategy of differentiation itself has a representative significance from the red sea in search of the blue ocean.更多还原