情系三农--大学生电子商务三创赛获奖作品.doc
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第二届全国大学生电子商务“创新、创意及创业”挑战赛
重庆赛区作品
创新创意创业
作品编号：
_____CQB091_____
参赛学校：
___重庆邮电大学__
作品名称:
______情系三农____
团队名称：
_____梦之队______
指导老师：
____王亚红_______
团队成员：
_李明娃_何秉轩_谢栋_程林_范晋丞_
2010年11月
作品信息表
学校
重庆邮电大学
团队名称
梦之队
指导老师详细信息
所在院系
联系
联系邮箱
王亚红
体育学院
1127012463@qq
团队详细信息
专业
联系
联系邮箱
队长
李明娃
940214303@qq
队员1
何秉轩
963647305@qq
队员2
谢栋
395108832@qq
队员3
程林
505064250@qq
队员4
范晋丞
作品名称
情系三农
目录
三创概要
一项目的执行内容````````````````````````````````````````````````````````````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
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第二章运营方案
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2.3.2提供渠道、重视借助外力、整合资源````````````````````````````````````10
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第三章网站项目实施方案
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第四章网络推广方案
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第五章竞争分析
5.1电子商务模式的分析````````````````````````````````````````````````````````````````17`
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第六章管理体系
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第七章财务可行性分析
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第八章风险分析与躲避
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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
一项目的执行内容
我们主要是以区域性电子商务网站作为整个产业链条中的核心，企业可以通过区域性电子商务网站与水果电商协会相互联系，洽谈合作事项，通过电商协会带动农民共同致富，促使企业与农民直接签订单。
我们的优势在于能够深入到广阔农村，与电商协会、农户建立起合作关系，以此作为自身资源优势，从而能够面向企业洽谈订单。
二项目的发展前景
中国是一个农业大国，农村人口接近9亿，占全国人口70％；农业人口达7亿人，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，谁抓住了这一脉搏谁就抓住了机遇，但我国农村的数字化进程和城市相比存在很大的差距，因此，缩小数字鸿沟是当前新农村建设必然面临的重大问题。
只有数字鸿沟缩小了，经济鸿沟才能随之缩小。
所以涉农的电子商务是未来电商发展的主要方向，即三农电子商务具有良好的发展前景。
三运营的核心模式
我们将采用〔农民+水果〕+〔水果电子商务协会〕+〔电子平台〕发展模式，线上和线下相结合，使水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。
四项目的执行优势
1）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发展。
2）整合性
采用〔农民+水果〕+〔水果电子商务协会〕+〔电子平台〕发展模式，线上和线下相结合，使水果行业聚集在这种行业性很强的电子商务平台上，通过产业链的连接，使各个环节高度整合起来，到达节俭成本的目的。
3）创新性
我们的创新主要是针对营销环节：
做竞价消费，建立论坛，在客户进行第一次的消费时，顺赠一张论坛的邀请卷，用户凭邀请码方可进入论坛，论坛设立相关的水果介绍及相应的一些选购知识和其他的水果换季的一些常识。
对于竞价的消费几乎每200成交额需用30——0.5元之间，这样每100的浏览才导致10元—50元的广告费。
并且在各大网站及论坛上投放相应的广告，让水果商城的广告在这个地区无处不在。
4）发展性
在不同的季节与时令，对水果人们会有不同的选择与需求，我们将会在商城的页面上做个窗口，来征求消费群的意见，百分百的做到顾客的满意。
同时我们还会对我们的服务定期的做调查，以便更好的服务顾客。
五项目的可行性
1）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发展做好铺垫。
2）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。
3）风险控制
通过集资，我们要做到现金流的连续循环，为公司的持续发展做好安全保障，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。
六项目的总结
我们主要是以区域性电子商务网站作为整个产业链条中的核心，企业可以通过区域性电子商务网站与水果电商协会相互联系，洽谈合作事项，通过电商协会带动农民共同致富，促使企业与农民直接签订单。
我们的优势在于能够深入到广阔农村，与电商协会、农户建立起合作关系，以此作为自身资源优势，从而能够面向企业洽谈订单。
同时还可利用自身资金优势聘请农业专家，并根据订单，通过电商协会，引导农民生产，而农业专家则可对农民的生产起到技术指导作用。
农产品需求企业、农业专家、农民都可以通过电子商务网站的合理运作，得以协调运转。
第一章市场分析
截至2010年6月，中国网民规模到达4.2亿，突破了4亿关口，较2009年底增加3600万人；互联网普及率攀升至31.8%，较2009年底提高2.9个百分点。
宽带网民规模为36381万，使用电脑上网的群体中宽带普及率已经到达98.1%。
我国网民规模达2.77亿，半年新增网民4334万，增幅为18.6%。
其中只使用上网的网民占整体网民比例提升至11.7%。
农村网民规模到达1150万，占整体网民的27.4%，半年增长7.7%，低于城镇网民相应增幅。
网民年龄结构继续向成熟化发展。
30岁以上各年龄段网民占比均有所上升，整体从2009年底38.6%攀升至2010年中的41%。
与此同时，网民学历结构呈低端化变动趋势。
初中和小学以下学历网民增速超过整体网民。
2008年末重庆市常住人口为2839.00万人，总人口。
重庆主城区户籍人口842万人，其中城市人口641万人，流动人口1028万.（2008年）。
其中渝中区户籍人口逾66万，实际居住人口255万。
江北区户籍人口50万，流动人口312万。
南岸区户籍人口56万，常住人口124万。
沙坪坝区户籍人口近74万，实际居住人口175万。
九龙坡区常住人口70余万。
普通本科院校15所，军事系统本科院校3所，独立本科院校7所，专科〔高职〕院校29所，成人高校10所〔潜在市场〕。
目前国内涉农网站已经有17822个。
而果品行业专业网站大约有40多家。
其中中国果品信息网等5家网站位列农业100强网站之列。
除行业性水果专业网站外，还有荔枝，芒果，香蕉，梨，枣等各种单品水果专业网站。
同时，各地农业网站都不同进度的设有水果频道和专栏。
果品企业是应用网络营销的主体，主要是大中城市的果品龙头企业和大型批发，集贸市场。
目前，在水果产地县，镇的一些运销大户，专业合作社，也创建了网站，网络营销正在起步和发展。
根据素有“中国苹果之都”美誉的山东栖霞调查，大约200家果品商储公司中，近20%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
升级会员 