情系三农大学生电子商务三创赛获奖作品

第二届全国大学生电子商务“创新、创意及创业〞挑战赛赛区作品创新 创意 创业作品编号：_____CQB091_____参赛学校： 邮电大学__作品名称: 情系三农 团队名称： 梦之队______指导老师： 王亚_______团队成员：_明娃_何秉轩_栋_程林_晋丞_201011学校邮电大学学校邮电大学团队名称梦之队指导老师详细信息所在院系 联系 联系王亚红 体育学院 1127012463qq.团队详细信息专业联系联系队长明娃940214303qq.作品名称何秉轩栋程林晋丞情系三农963647305qq.395108832qq.505064250qq.目录三创概要一 项 目 的 执 行 容````````````````````````````````````````````````````````````5二 项 目 的 发 展 前 景````````````````````````````````````````````````````````````5三 运 营 的 核 心 模 式````````````````````````````````````````````````````````````6四 项 目 的 执 行 优 势````````````````````````````````````````````````````````````6五 项 目 的 可 行 性````````````````````````````````````````````````````````````````````````6六 项 目 的 总 结```````````````````````````````````````````````````````````````````````````7第一章市场分析整 体 市 场 容 量 及 前 景```````````````````````````````````````````````````````````7总 体 网 民 规 模`````````````````````````````````````````````````````````````7中 国 水 果 行 业 数 量 规 模`````````````````````````````````````````````````7目 标 市 场 分 析``````````````````````````````````````````````````````````````7网 络 社 区 交 友````````````````````````````````````````````````````````````7中国水果行业电子商务发展阶段````````````````````````````````````8目 标 用 户 的 分 析```````````````````````````````````````````````````````````9用 户 分 析``````````````````````````````````````````````````````````````````9市 场 趋 势 和 机 会`````````````````````````````````````````````````````````````````9市 场 趋 势``````````````````````````````````````````````````````````````````9市 场 机 会```````````````````````````````````````````````````````````````````````9第二章运营方案公 司 理 念```````````````````````````````````````````````````````````````````````````9公 司 目 标```````````````````````````````````````````````````````````````````````````9发 展 战 略```````````````````````````````````````````````````````````````````````````10

整 合

户 服 务 与

区 服 务`````````````````````````````````````````````````10

提供渠

道、重

视借助

外力、整

合资源````````````````````````````````````10

逐 步 推

广 扩 散``````````````````````````````````````````````````````````````112.4

业 务 与

赢 利 模 式```````````````````````````````````````````````````````````````````11业 务 体 系````````````````````````````````````````````````````````````````````11业 务 详 述````````````````````````````````````````````````````````````````````11

业 务 发

展 规 划```````````````````````````````````````````````````````````````11盈 利 模 式````````````````````````````````````````````````````````````````````11第三章工程实施方案总 体 架 构```````````````````````````````````````````````````````````````````````````12各 部 分 容`````````````````````````````````````````````````````````````````````````14资 讯 频 道`````````````````````````````````````````````````````````````````````14第四章网络推广方案4.1 目 标 市 场 分 析```````````````````````````````````````````````````````````````````````144.2

目 标 群 体 的

行 为 方 式```````````````````````````````````````````````````````````````154.3

的 网 络 营 销

战 略 目 标``````````````````````````````````````````````````````````15快 速 扩 阶 段````````````````````````````````````````````````````````````````15过 滤 时 期`````````````````````````````````````````````````````````````````````15稳 定 时 期`````````````````````````````````````````````````````````````````````15网 络 营 销 定 位```````````````````````````````````````````````````````````````````````15

搜 索 引

擎 定 位````````````````````````````````````````````````````````````````154.4.2 许 可

Email

营 销 定 位`````````````````````````````````````````````````````````16

口 碑 传

播 定 位`````````````````````````````````````````````````````````````````16整 合 网 络 营

销 组 合

策 略 与 实 施 方 案`````````````````````````````````````````````````16

网 络 营 销 整

体 思 路````````````````````````````````````````````````````````````16

品 牌 推

广 思 路``````````````````````````````````````````````````````````````````17

搜 索 引

擎 营 销``````````````````````````````````````````````````````````````````17

社 会 化

媒 体 营 销```````````````````````````````````````````````````````````````17联 盟 广 告``````````````````````````````````````````````````````````````````17其 他 网 络 营 销 方 式`````````````````````````````````````````````````````````````17线 下 推 广````````````````````````````````````````````````````````````````````````17第五章竞争分析电 子 商 务 模 式 的 分 析````````````````````````````````````````````````````````````````17`五 力 分 析``````````````````````````````````````````````````````````````````````````````18

五 力 分

析 总 括``````````````````````````````````````````````````````````````````18

五 力 分

析 详 解``````````````````````````````````````````````````````````````````18第六章管理体系公 司 文 化``````````````````````````````````````````````````````````````````````````````18文 化 基 调```````````````````````````````````````````````````````````````````````18公 司 宗 旨````````````````````````````````````````````````````````````````````````19

核 心 价

值 理 念``````````````````````````````````````````````````````````````````19基 本 价 值 观`````````````````````````````````````````````````````````````````````19企 业 精 神````````````````````````````````````````````````````````````````````````19品 牌 个 性````````````````````````````````````````````````````````````````````````19组 织 结 构```````````````````````````````````````````````````````````````````````````````19经 营 团 队```````````````````````````````````````````````````````````````````````````````20人 事 制 度```````````````````````````````````````````````````````````````````````````````20激 励 机 制```````````````````````````````````````````````````````````````````````````````21第七章财务可行性分析项 目 投 资 概 括``````````````````````````````````````````````````````````````````````````21

资 金 结

构 与 规 模````````````````````````````````````````````````````````````````21

其 它 资

金 来 源```````````````````````````````````````````````````````````````````21主 要 财 务 假

设 和 财

务 数 据 预 估````````````````````````````````````````````````````````21

主 要 财

务 假 设```````````````````````````````````````````````````````````````````21

财 务

据 预 估 费 用 估 算````````````````````````````````````````````````````````21预 计 财 务 报 表````````````````````````````````````````````````````````````````````````21财 务 比 率 分 析````````````````````````````````````````````````````````````````````````22

反 映

业 能 力 的

务 比 率````````````````````````````````````````````````````22

反 映

利 能 力 的

务 比 率````````````````````````````````````````````````````23第八章风险分析与躲避政 策 风 险``````````````````````````````````````````````````````````````````````````````23风 险 详 述```````````````````````````````````````````````````````````````````````23应 对 措 施```````````````````````````````````````````````````````````````````````23资 源 风 险``````````````````````````````````````````````````````````````````````````````23风 险 详 述```````````````````````````````````````````````````````````````````````23应 对 措 施````````````````````````````````````````````````````````````````````````24市 场 风 险```````````````````````````````````````````````````````````````````````````````24风 险 详 述````````````````````````````````````````````````````````````````````````24应 对 措 施````````````````````````````````````````````````````````````````````````24技 术 风 险```````````````````````````````````````````````````````````````````````````````24风 险 详 述````````````````````````````````````````````````````````````````````````24应 对 措 施````````````````````````````````````````````````````````````````````````24竞 争 风 险```````````````````````````````````````````````````````````````````````````````24风 险 详 述````````````````````````````````````````````````````````````````````````24应 对 措 施````````````````````````````````````````````````````````````````````````24财 务 风 险```````````````````````````````````````````````````````````````````````````````25风 险 详 述````````````````````````````````````````````````````````````````````````25应 对 措 施````````````````````````````````````````````````````````````````````````25附 件 一 三 农 问 题`````````````````````````````````````````````````````````````````````````26附 件 二 “ 三 农 〞 电 子 商 务 面 临 的 挑 战```````````````````````````````````````````````````27附件三 服务“三农〞的聚众式平台大有作为``````````````````````````````````29附件四 “三农〞电子商务建设已具备各种条件``````````````````````````````````````30附 件 五 “ 三 农 〞 电 子 商 务 模 式 图 解```````````````````````````````````````````````````31三创概要一工程的执行容二工程的开展前景9707亿人，占产业总人口的50.1％。“众所周知，当今社会是一个数字化时代，谁三运营的核心模式〕开展模式，四工程的执行优势专业性我们主要针对水果行业，利用电子平台，为农民解决水果的批发与零售，是水果行业可持续的开展。整合性采用〔农民+水果〕+〔水果电子商务协会〕+〔电子平台〕开展模式，线上创新性20030—600.1—0.510010—50广告在这个地区无处不在。4)开展性还会对我们的效劳定期的做调查，以便更好的效劳顾客。五工程的可行性人力的支持我们将会招聘专业的电子商务方面的人才，管理人才，财务师等智力人才，为我们整个产链的可持续开展做好铺垫。可盈利性通过我们的独特经营模式，高度整合整个产业链与消费者，减少不必要的中间环节，同时严格协调物流，做到滴水不漏，为创造更大的盈利空间做准备。风险控制同时也要加强一些意外风险的抵御能力使公司真正的做大做强。六工程的总结第一章市场分析整体市场容量及前景总体网民规模截至201064.242009360031.8%，较20092.93638198.1%2.77433411.7%115027.47.7%30岁以上各年龄段网民占比均有所上200938.6%2010年中的41%2008年末市2839.003253.328426411028.(200866255503125612474175701537〔高职〕2910所〔潜在市场。中国水果行业数量规模1782240510020020%的企业有不同程度的网络营销应用。但从整体看，果品行业的网络营销还远未开展起来，极具开展潜力。目标市场分析网络社区交友换季的一些常识。IDQQ进作用。200100QQ中国水果行业电子商务开展阶段第一步：明确电子商务价值定位与主体定位。包括政府、企业、学者等各方，尤其是政府都想通过电子商务这种方式真正让农民受益，提升农业现代化，须在构建电子商务之初就明确电子商务价值定位。了主流C2CB2BB2CFORC、B2B2C等相关模式逐渐开展起来。对于三农电子商务而言，到底采用哪种适宜市场化的运营。易观国际认为，最终应实现政府主导，企业运营，农民受益。第三步：进行有效的资源配置。从当前实行三农电子商务开展现状而言，三善的配套体系。易观认为，政府当前应积极完善相关配套体系。目标用户的分析用户分析C，具有止渴生津,通利小便之成效。适宜于市场趋势和时机市场趋势现在社会节奏逐渐加快,人们只专注于他们的事业之中,所以越来越难像以往腾出时间到外选购商品,人们更容易,也更愿意在自己的办公室里点击电脑便可购得所需商品,慢慢地网上销售便成了以后主要的销售领域.市场时机以往水果大多在农贸市场,街边摊档购置,很快,水果可以在超市购置,所经人手越来越少,选购越来越方便,技术越来越成熟,所以我们认为水果以后广在网上售并不是不可能的,现在便有了三农电子商务的萌芽,但规模还不是很大,这就给了我们很大的开展空间.第二章运营方案公司理念〕开展模式，公司目标果行业聚集在这种行业性很强的电子商务平台上，增加网上订单的数量。开展战略整合用户效劳与社区效劳20030—600.1—0.510010—50终身客户的打造，90%以上的利用将来自后续营销，所以在客户进行第一次后，就是后续的打造。果换季的一些常识。IDQQ进作用。200100QQ提供渠道、重视借助外力、整合资源一B2C电子商务的媒体曝光率和展示率直接影响用户转化率和忠诚度，通过处理危机事件，协助新闻公关组合活动筹划执行组确定新闻和活动的品牌涵义，参与，并与其沟通确定发布文稿〔word、、演讲大纲等〕。采用〔农民+水果水果电子商务协会电子平台〕开展模式，线业链的连接，使各个环节高度整合起来，到达节俭本钱的目的。逐步推广扩散第二阶段：过渡时期经过第一阶段的铺垫，聚集了一定塑料的用户，到了第二阶段，推广的目的新增用户数量，不再是推广的最终目的，只要保持一定的数量即可之变化。第三阶段：稳定时期广的投入期待获得更好的推广效果渐的把更多的消费者吸引过来，形成我们特有的用户群体。业务与赢利模式业务体系〕开展模式，业务详述业务开展规划近期：开展本地的水果市场，并且垄断，当老大中长期：面对的是全国市场，设立代理，在全国销售水果盈利模式在追销中获得大局部的利益第三章工程实施方案总体架构场部完成对外推广的促销宣传〔搜索引擎竞价、网络营销等〕；客服部职能及运作心，其他几个部门主要是辅助和配合客服运营。客服运营组负责咨询、客服效劳和在线客服的咨询、产品咨询、订单处理、咨询手册等〕，培训客服技巧和技能，纠正客服不良习惯，提高效劳满意度；作考核和测评。市场部职能及运作EDM合作、媒体合作、新闻炒作、口碑合作、活动及研讨会等；负责研究分析CRMCRM终提高订单转化率。市场部的职能包括两块，对外是推广合作，对是营销分析，两块职能相互交叉和协同，推广合作必须以营销分析结果为主，提高推广效果。市场局部为三个组：媒介合作、活动推广和营销分析。运营和促销；媒介推广分为三局部，支付合作包括跟支付宝、财付通、银联在〔百度和谷歌为主〕、EMDCPS策略，不断提高投产比。B2C参与，并与其沟通确定发布文稿〔word、、演讲大纲等〕。运营部职能及运作〔利用EDM运营局部为四个组：产品分析组、销售组、促销组和筹划编辑组。过外部资源提升潜力产品的销量，分析研究不确定产品的原因。以及EMD促销和产品展示页面、flash任何B2CEDM、门户和垂直等EDMflash采购及物流部职能及运作采购及物流部负责产品的采购，各类产品在全国的仓储布局、调整和管理，配送合作和订单配送工作；具体为与运营部确定采购，根据筛选供给商，争取最从职能上，采购及物流局部为三个组，分别是采购组、仓储组和配送组。格，多利用及推广资源，争取以资源换价格。仓储组分为仓储运营和供给链优化两个职能，仓储运营负责仓储中心的布率和仓储利用率。身配送人员〕的不恰当配送行为进行处分和处理。技术部职能及运作技术部负责建设和系统开发，包括B2C的架构和技术开发，CRM系统、Call_Center效劳器和网络运营商的选择和管理等。技术部从职能上分为三个组，包括开发组、系统开发组和系统维护组。开发组主要负责B2C页面设计和SEO系统开发组主要负责相关系统的开发工作，具体为客户关系管理系统〔Call_Center〕，采购和仓储管理系统〔〔系统维护组主要是效劳器管理、网络管理和系统调试等根底工作。各局部容资讯频道仔细在上面的客服组查找第四章网络推广方案网络营销方案BtoC子商务和BtoC目标群体的行为方式企业需求分析根据农民和消费者的预期效劳，再结合我们的电子平台能够提供的效劳，找到契合点，并且把这个契合点运用到不同的推广方法，进行有选择性的的推广。此外，我们在实际操作中还可能在正常的运营中遇到一些小问题，例如对新能够区别同类，形成竞争优势的网络营销战略目标第一阶段：快速扩时期第二阶段：过渡时期经过第一阶段的铺垫，聚集了一定塑料的用户，到了第二阶段，推广的目的新增用户数量，不再是推广的最终目的，只要保持一定的数量即可之变化。第三阶段：稳定时期广的投入期待获得更好的推广效果渐的把更多的消费者吸引过来，形成我们特有的用户群体。网络营销定位SEM百度推广和googleadsensegoogleadsense语的文案筹划与撰写，合理的整合热门关键词和长尾关键词的选择，选用adwords和百度推广的区域定位功能初期可以只针对市用户显示广告，节约本钱。优化这里的优化主要还是涉及到首页品牌关键词的优化，至少品牌关键词在各搜索引擎必须排到第一。许可EmailEmail捡了有效的列表：选择优秀的营销软件不要滥发编辑优秀的容1〕病毒源选择传播途径选择效果评估媒体的选择1〕合作灭提可以使大门户，地方门户，高校论坛，垂直容与论坛等，出于本钱考虑，针对于主流大门户，比方网易，新浪，投放的广告方式主要是软文。而地区门户，搞笑论坛，垂直容门户则可以适当的考虑软文2〕广告的形式软文，banner整合网络营销组合策略与实施方案网络营销整体思路聚会，年终奖励，企业活动和员工福利等等。20030—600.1—0.510010—50后续营销，终身客户的打造，90%以上的利用将来自后续营销，所以在客户进行第一次后，就是后续的打造。1〕建立论坛，在客户进行第一次的消费时，顺赠一论坛的邀请卷，用户凭水果换季的一些常识。IDQQQQ的促进作用。在每一次送货的时候都进行赠送一定数额的现金卷，这样会很大程度的200年的时间所带来的利润会远高于100元，广告费就可以轻松的赚回来。QQ品牌推广思路权威媒体+草根媒体+眼球推广搜索引擎营销1〕ggadwords搜索行为和需求搜索引擎广告系统选择PPC入。效果监测和预估：通过GGGGanalyticsADWORDS实现在GG搜索引擎营销根底数据统计通过统计跟踪特定关键词的搜索量，点击量，和注册量。来评估关键词的转化率用户行为分析通过GG分析的覆盖图，统计分析访问者的主要点击注册页面的那些从而帮助改善的功能布局，提高注册率转化跟踪系统分析通过转化跟踪测定的潜在用户，销量或其他的操作，帮助这些信息来制定收益更高的广告策略给予论坛的病毒式营销传播营销息的曝光率和影响力指数增长成为可能。第五章竞争分析电子商务模式的分析:电子商务模式简介：骤。电子商务模式可以从多个角度建立不同的分类框架，最简单的分类莫过于BtoB、BtoCCtoC中国电子商务开展现状：1997传、启蒙和推广阶段进入到了务实的开展实施阶段。电子商务模式的优势：效率进行大围的宣传。五力分析五力分析总括：“五种力量模型〞是将影响竞争及决定竞争强度的因素归纳为五个方面的每一种竞争力的强弱，决定于产业的结构或经济及技术等特质。联网进行的信息交流直接影响着传统的产业。五力分析详解：新进入者的威胁：目前这种对农产品的网上推广，是一个创新点，几乎没有比一般市场商品底，购置者议价的余地较低。替代品或效劳的威胁：由于先行进入该类市场，所以类似替代品和相关效劳的威胁较小。现有厂商的竞争程度：由于该市场是个新兴的市场，因此现有厂商的竞争程度低，有利于公司的继续开展。第六章管理体系公司文化:文化基调：高效利用网络，一切效劳顾客。公司宗旨：提供最优异，高质量的效劳。核心价值理念：让每一个顾客都享受到我们优异的效劳企业精神：团结，积极，热情，顾客至上。品牌个性：网络营销，物美价廉，效劳一流，满足群众。组织结构：各个职能部门：各个职能部门：后勤保障部行政部财务部物流配送部公司决策人员监事会效劳中心备注：监事会：负责监督公司各项制度的执行情况，及资金流向的合理性，对公司高层决定和员工进行监督工作，和效劳中心一起负责员工的考核。感受到高质量的优异效劳。要求准时并且保证货物准确的送达至客户手中。行政部：负责公司的日常运行，人事调动，协调各部按要求有序的工作，负责对员工的各种考核，评优评奖。工资，奖金及各种福利的发放。后勤保障部：负责公司的各种物品的采购，保洁等日常事物。经营团队：监事会会长：总经理：效劳中心主任：后勤保障部部长：行政部部长：财务部部长：物流配送部部长：人事制度：对员工的主要要求：1〕深刻理解公司“为顾客提供最优异，高质量的效劳“的宗旨，并将其用到日常工作中。2〕为之而努力。顾客记于心中。重视工作时的细节，不为大事而慌，不应小事而疏忽。招聘人才：1〕在招聘是注重人才的软硬实力，能否真信理解公司的宗旨，是否将公司看作是自己的事业等。在招聘时进行暗访，对所用对象进行全方位的了解，综合考虑。培训制度：对新人的培训：重点理解公司的宗旨，并将其看作是一种信念。快上手。对员工的培训：强化对公司宗旨的理解。针对平时常出现的问题进行解决。对要晋升的员工的培训：让其掌握该职位所需的各种技能。日常考核：出勤考核，工作态度考核。效劳态度考核(主要依据):顾客评价个配货站监督人员的反应平时突击抽查鼓励机制：通过年终的评优评奖进行精神物质双奖励。奖励。对于平时积极创新，能为公司提供新建议，并得到采用的进行奖励。奖励机制要适时灵活的应用，只要以公司成长为己任，能够促进公司开展的员工都可以得到奖励。以精神为主，配合物质奖励。工程投资概括资金结构与规模长期资金(1~2万元),短期资金(5000元)其它资金来源自有资金、吸收资金、专项资金主要财务假设和财务数据预估主要财务假设会计主体假设。指会计工作所效劳的特定单位或组织。它是对会计工作的空间围所作的限定。经营下去。这是对会计工作的时间围的限定。会计分期。指将企业持续不断的生产经营过程人为地划分为假设干连续、等距离的时间"间隔"。货币计量。指会计主体在会计核算过程中采用货币作为统一的计量单位。它是对会计计量手段、方法的限定。财务数据预估费用估算预计财务报表〔一〕经营预算〔OperationalBudget〕。经营预算是指企业日常发生的各项本活动的预算。它主要包括销售预算、生产预算、直接材料采购预算、直人工预算、制造费用预算、单位生产本钱预算、供的收入维持经营费用的支出和获利的，因而销售预算也就成为预算控制的根底〔二〕投资预算〔InvestmentBudget〕。〔三〕财务预算〔FinanciaIBudget〕。1).现金预算主要反映方案期间预计的现金收支的详细情况。在完成了步的制的。我国最常见的是按季和按月进行编制。2.)预计收益表〔或称为预计利润表〕。是用来综合反映企业在方案期生产中最主要的预算表之一。3)综上所述可见，企业的预算实际上是包括经营预算、投资预算和财务算三大类，由各种不同的个别预算所组成的预算体系。财务比率分析反映营业能力的财务比率标：应收帐款周转率=赊销收入净额/应收帐款平均余额=17.78存货周转率=销售本钱/存货平均余额=4996.94流动资产周转率=销售收入净额/流动资产平均余额=1.47固定资产周转率=销售收入/0.85总资产周转率=销售收入净额/总资0.52由于上述的这些周转率指标的分子、分母分别来自资产负反映盈利能力的财务比率盈利能力是各方面关心的核心，也是企业成败的关键，只有长期盈利，企业才能真正做到持续经营因此无论是投资者还是债权人都对反映企业盈利能力的比率非常重视一般用下面几个指标衡量企业的盈利能力再以ABC公司为例毛利率销售收入－本钱销售收入=71.73% 营业利润率营业利润/销售收入净利润＋所得税＋利息费用销售收入=36.64% 净利润率=净利润/销售收入=35.5% 总资产报酬率=净利润/总资产平均值=18.48% 权益报酬率=净利润/