生鲜网电商商业策划书（推荐）.docx

生鲜网电商商业策划书（推荐）

第一篇：生鲜网电商商业策划书（推荐）篇一：鑫鑫生鲜电商策划书鑫鑫生鲜电子商务策划书时间：2014.5.23组员：陈俊鑫、谢林跃、郑辉目录一、项目概述..........................................................4（一）项目背景...............................................4（二）项目简介...............................................4（三）项目建设规划...........................................5（四）项目投资与经济效益分析.................................6二、项目背景..........................................................7（一）项目建设的必要性.......................................7（二）生鲜商品的种类与特点...................................7（三）鑫鑫生鲜发展垂直B2C连锁的SWOT分析..................9三、项目市场分析与定位...............................................12（一）生鲜消费分析..........................................12（二）市场竞争者分析........................................14（三）项目定位..............................................17四、项目建设规划.....................................................20（一）经营模式..............................................20（二）直营店建设............................................20（三）生鲜基地规划..........................................22（四）生鲜物流体系规划......................................22（五）直营店管理............................................27五、人力资源配置.....................................................29（一）组织结构..............................................29（二）人员配置..............................................32六、营销策略.........................................................34（一）产品策略..............................................34（二）价格策略..............................................35（三）销售渠道..............................................35（四）促销手段..............................................36（五）形象工程策划..........................................37七、投资估算与资金来源...............................................38（一）投资估算依据..........................................38（二）投资估算..............................................38（三）资金来源..............................................38八、财务评价.........................................................40（一）财务评价依据..........................................40（二）营业收入、营业税金和附加估算..............