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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 指导老师详细信息 姓名 所在院系 王亚红 体育学院 团队详细信息 姓名 专业 队长 李明娃 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 团队名称 联系电话 13696408304 联系电话 15215039280 13752926016 15215045668 13650586074 15320215121 梦之队 联系邮箱 1127012463@qq.com 联系邮箱 940214303@qq.com 963647305@qq.com 395108832@qq.com 505064250@qq.com

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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

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

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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

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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

5