情系三农大学生电子商务三创赛获奖作品.docx

情系三农大学生电子商务三创赛获奖作品.docx

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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

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______

*******************

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

姓名

所在院系

联系电话

联系邮箱

王亚红

体育学院

团队详细信息

姓名

专业

联系电话

联系邮箱

队长

李明娃

940

队员1

何秉轩

队员2

谢栋

队员3

程林

队员4

范晋丞

作品名称

情系三农

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

1.1整体市场容量及前景```````````````````````````````````````````````````````````7

1.1.1总体网民规模`````````````````````````````````````````````````````````````7

1.1.2中国水果行业数量规模`````````````````````````````````````````````````7

1.2网站目标市场分析``````````````````````````````````````````````````````````````7

1.2.1网络社区交友````````````````````````````````````````````````````````````7

1.2.2中国水果行业电子商务发展阶段````````````````````````````````````8

1.3网站目标用户的分析```````````````````````````````````````````````````````````9

1.3.1用户分析``````````````````````````````````````````````````````````````````9

1.4市场趋势和机会`````````````````````````````````````````````````````````````````9

1.4.1市场趋势``````````````````````````````````````````````````````````````````9

1.4.2市场机会```````````````````````````````````````````````````````````````````````9

第二章运营方案

2.1公司理念```````````````````````````````````````````````````````````````````````````9

2.2公司目标```````````````````````````````````````````````````````````````````````````9

2.3发展战略```````````````````````````````````````````````````````````````````````````10

2.3.1整合用户服务与社区服务`````````````````````````````````````````````````10

2.3.2提供渠道、重视借助外力、整合资源````````````````````````````````````10

2.3.3逐步推广扩散``````````````````````````````````````````````````````````````11

2.4业务与赢利模式```````````````````````````````````````````````````````````````````11

2.4.1业务体系````````````````````````````````````````````````````````````````````11

2.4.2业务详述````````````````````````````````````````````````````````````````````11

2.4.3业务发展规划```````````````````````````````````````````````````````````````11

2.4.4盈利模式````````````````````````````````````````````````````````````````````11

第三章网站项目实施方案

3.1总体架构```````````````````````````````````````````````````````````````````````````12

3.2各部分内容`````````````````````````````````````````````````````````````````````````14

3.2.1资讯频道`````````````````````````````````````````````````````````````````````14

第四章网络推广方案

4.1目标市场分析```````````````````````````````````````````````````````````````````````14

4.2目标群体的行为方式```````````````````````````````````````````````````````````````15

4.3网站的网络营销战略目标``````````````````````````````````````````````````````````15

4.3.1快速扩张阶段````````````````````````````````````````````````````````````````15

4.3.2过滤时期`````````````````````````````````````````````````````````````````````15

4.3.3稳定时期`````````````````````````````````````````````````````````````````````15

4.4网络营销定位```````````````````````````````````````````````````````````````````````15

4.4.1搜索引擎定位````````````````````````````````````````````````````````````````15

4.4.2许可Email营销定位`````````````````````````````````````````````````````````16

4.4.3口碑传播定位`````````````````````````````````````````````````````````````````16

4.5整合网络营销组合策略与实施方案`````````````````````````````````````````````````16

4.5.1网络营销整体思路````````````````````````````````````````````````````````````16

4.5.2品牌推广思路``````````````````````````````````````````````````````````````````17

4.5.3搜索引擎营销``````````````````````````````````````````````````````````````````17

4.5.4社会化媒体营销```````````````````````````````````````````````````````````````17

4.5.5网站联盟广告``````````````````````````````````````````````````````````````````17

4.5.6其他网络营销方式`````````````````````````````````````````````````````````````17

4.5.7线下推广````````````````````````````````````````````````````````````````````````17

第五章竞争分析

5.1电子商务模式的分析````````````````````````````````````````````````````````````````17`

5.2五力分析``````````````````````````````````````````````````````````````````````````````18

5.2.1五力分析总括``````````````````````````````````````````````````````````````````18

5.2.2五力分析详解``````````````````````````````````````````````````````````````````18

第六章管理体系

6.1公司文化``````````````````````````````````````````````````````````````````````````````18

6.1.1文化基调```````````````````````````````````````````````````````````````````````18

6.1.2公司宗旨````````````````````````````````````````````````````````````````````````19

6.1.3核心价值理念``````````````````````````````````````````````````````````````````19

6.1.4基本价值观`````````````````````````````````````````````````````````````````````19

6.1.5企业精神````````````````````````````````````````````````````````````````````````19

6.1.6品牌个性````````````````````````````````````````````````````````````````````````19

6.2组织结构```````````````````````````````````````````````````````````````````````````````19

6.3经营团队```````````````````````````````````````````````````````````````````````````````20

6.4人事制度```````````````````````````````````````````````````````````````````````````````20

6.5激励机制```````````````````````````````````````````````````````````````````````````````21

第七章财务可行性分析

7.1项目投资概括``````````````````````````````````````````````````````````````````````````21

7.1.1资金结构与规模````````````````````````````````````````````````````````````````21

7.1.2其它资金来源```````````````````````````````````````````````````````````````````21

7.2主要财务假设和财务数据预估````````````````````````````````````````````````````````21

7.2.1主要财务假设```````````````````````````````````````````````````````````````````21

7.2.2财务数据预估费用估算````````````````````````````````````````````````````````21

7.3预计财务报表````````````````````````````````````````````````````````````````````````21

7.4财务比率分析````````````````````````````````````````````````````````````````````````22

7.4.1反映营业能力的财务比率````````````````````````````````````````````````````22

7.4.2反映盈利能力的财务比率````````````````````````````````````````````````````23

第八章风险分析与规避

8.1政策风险``````````````````````````````````````````````````````````````````````````````23

8.1.1风险详述```````````````````````````````````````````````````````````````````````23

8.1.2应对措施```````````````````````````````````````````````````````````````````````23

8.2资源风险``````````````````````````````````````````````````````````````````````````````23

8.2.1风险详述```````````````````````````````````````````````````````````````````````23

8.2.2应对措施````````````````````````````````````````````````````````````````````````24

8.3市场风险```````````````````````````````````````````````````````````````````````````````24

8.3.1风险详述````````````````````````````````````````````````````````````````````````24

8.3.2应对措施````````````````````````````````````````````````````````````````````````24

8.4技术风险```````````````````````````````````````````````````````````````````````````````24

8.4.1风险详述````````````````````````````````````````````````````````````````````````24

8.4.2应对措施````````````````````````````````````````````````````````````````````````24

8.5竞争风险```````````````````````````````````````````````````````````````````````````````24

8.5.1风险详述````````````````````````````````````````````````````````````````````````24

8.5.2应对措施````````````````````````````````````````````````````````````````````````24

8.6财务风险```````````````````````````````````````````````````````````````````````````````25

8.6.1风险详述````````````````````````````````````````````````````````````````````````25

8.6.2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大农村，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，达到节俭成本的目的。

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—60元的广告费，主要是做水果商的大多数不懂竞价推广，地面的宣传时他们的主要方式，所以商城在经营的初期，几乎没有什么竞争，并且并不是水果商都愿意做初期的亏本生意，这就导致投竞价广告时，关键词的单价将非常的低，可能会低至0.1—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大农村，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

1.1整体市场容量及前景

1.1.1总体网民规模

截至2010年6月，中国网民规模达到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%，