【正文】 淘寶網(wǎng)店 “ too衣褲”商品項(xiàng)目策劃書 學(xué)生姓名 歐愛琴 周凱麗 王慧 肖斌 彭燦 班 級(jí) 湖南鐵道職業(yè)技術(shù)學(xué)院 指導(dǎo)老師 程鵬 答辯日期 成 績 內(nèi)容摘要 隨著互聯(lián)網(wǎng)時(shí)代的到來，中國網(wǎng)絡(luò)購物的用戶規(guī)模不斷上升。網(wǎng)上購物是互聯(lián)網(wǎng)作為網(wǎng)民實(shí)用性工具的重要體現(xiàn)，對于一些傳統(tǒng)企業(yè)而言，通過傳統(tǒng)的營銷手段已經(jīng)很難對現(xiàn)今的市場形成重大改變。隨著中國整體網(wǎng)絡(luò)購物環(huán)境的改善、網(wǎng)上支付和網(wǎng)上銀行的快速發(fā)展，網(wǎng)絡(luò)購物市場的增長趨勢明顯。以大學(xué)生為代表的年輕一代開始頻繁的網(wǎng)絡(luò)上尋找他們喜歡的商品，網(wǎng)絡(luò)購物已經(jīng)在全世界成為了一種新的潮流。為了解決以上問題，跟上時(shí)代發(fā)展的步伐，我們將致力打造一個(gè)全新的網(wǎng)店。本項(xiàng)目主要從市場分析、網(wǎng)店構(gòu)建與運(yùn)營管理、財(cái)務(wù)分析和風(fēng)險(xiǎn)分析及解決方法。所以借助 “淘寶網(wǎng)”這個(gè)平臺(tái)開設(shè)“ Too 衣褲”旗艦店。 關(guān)鍵詞：“優(yōu)酷專賣”、網(wǎng)絡(luò)購物、網(wǎng)店構(gòu)建、 “ Too 衣褲”網(wǎng)上商店項(xiàng)目策劃書 1 項(xiàng)目概述 ...................................................................................................................... 4 項(xiàng)目背景 ............................................................................................................. 4 項(xiàng)目介紹 ............................................................................................................. 4 2 市場需求分析 ............................................................................................................... 5 市場背景介紹 ...................................................................................................... 5 市場調(diào)查 ............................................................................................................. 5 業(yè)務(wù)分析 ............................................................................................................. 6 競爭對手的分析 ................................................................................................... 6 企業(yè)的電子商務(wù)需求 ............................................................................................ 8 3 項(xiàng)目可行性分析 ............................................................................................................ 8 技術(shù)可行性分析 ................................................................................................... 8 經(jīng)濟(jì)可行性分析 .................................................................................................. 9 實(shí)施可行性分析 .................................................................................................. 9 4 網(wǎng)店未來發(fā)展規(guī)劃 .................................................................................................... 10 5 項(xiàng)目構(gòu)建 .................................................................................................................. 10 網(wǎng)店規(guī) 劃 ........................................................................................................... 10 硬件設(shè)施 ........................................................................................................... 11 網(wǎng)店欄目功能設(shè)計(jì) ............................................................................................. 11 網(wǎng)店形象設(shè)計(jì) .................................................................................................... 12 網(wǎng)店業(yè)務(wù)流程設(shè)計(jì) ............................................................................................. 13 6 項(xiàng)目運(yùn)營與管理 .......................................................................................................... 15 網(wǎng)店的運(yùn)營計(jì)劃 ................................................................................................. 15 網(wǎng)店的運(yùn)營策略 ................................................................................................. 17 價(jià)格策略 .................................................................................................. 17 推廣策略 .................................................................................................. 17 產(chǎn)品策略 .................................................................................................. 22 項(xiàng)目團(tuán)隊(duì)管理 .................................................................................................... 23 7 財(cái)務(wù)分析 ..................................................................................................................... 24 資金的來源與運(yùn)營 ............................................................................................. 24 投資投入 .......................................................................................................... 24 投資回報(bào) ........................................................................................................... 25 .....................................................................