【正文】 1 20xx“金夫人金點子”重慶工商職業(yè)學(xué)院創(chuàng)意創(chuàng)業(yè)大賽 暨“金夫人杯”財經(jīng)管理系第六屆營銷創(chuàng)意大賽 題目： “ 多多商城 創(chuàng) ” 業(yè)計劃書 隊長聯(lián)系方式： 張臣淑 13658213201 指導(dǎo)教師： 李雨虹 參賽團隊名稱： 蝸牛向前沖 參賽選手： 張臣淑 高金雨 郭蓉 2 目錄 ......................................... 5 創(chuàng)意概述 ....................................................... 5 市場分析 ............................................................................................................... 6 服務(wù)介紹 ............................................................................................................... 6 市場營銷 .............................................................................................................. 7 公司戰(zhàn)略 .............................................................................................................. 7 公司財務(wù) .............................................................................................................. 8 風險管理 .............................................................................................................. 8 投資退出策略 ....................................................................................................... 8 ................................................ 9 項目簡介 ............................................................................................................... 9 行業(yè)背景 ..............................................................................................................10 3．市場分析 .............................................. 12 市場定位 ..............................................................................................................12 目標市場 ..................................................................................................12 目標消費群及服務(wù)細分 .............................................................................13 產(chǎn)品及服務(wù)的創(chuàng)新處 ............................................................................................14 行業(yè)分析 ..............................................................................................................14 市場調(diào)研 ..............................................................................................................15 調(diào)查問卷 ..................................................................................................15 需求分析 ..............................................................................................................19 地理環(huán)境分析 ...........................................................................................19 3 潛在消費者分析 ........................................................................................19 競爭分析 ..............................................................................................................20 競爭者分析 ...............................................................................................20 競爭力分析（ Porter39。s Five Forces） ............................................................22 機遇風險分析（ SWOT 分析 ） ...........................................................................25 市場分析總結(jié) ......................................................................................................26 4 服務(wù)項目 ............................................................................................................27 創(chuàng)業(yè)初期 .....................................................................................................27 創(chuàng)業(yè)中期 .....................................................................................................28 創(chuàng)業(yè)后期 .....................................................................................................29 5. 市場營銷 .............................................. 30 建立營銷信息系統(tǒng) ................................................................................................31 定位策略 (pricing) .................................................................................................32 網(wǎng)站定位依據(jù) ...........................................................................................32 網(wǎng)站商品分類 ...........................................................................................33 產(chǎn)品策略（ product） ...........................................................................................34 產(chǎn)品的界定 ...............................................................................................34 具體的網(wǎng)站策略 ........................................................................................34 營銷計劃（ promotion） .......................................................................................34 營銷計劃概述 ...........................................................................................34 整合宣傳 ..................................................................................................36 ............................................... 37 公司概述 ..............................................................................................................37 公司發(fā)展規(guī)劃 .......................................................................................................38 短期 .........................................................................................................38 中期 .........................................................................................................38 長期 .........................................................................................................39 公司管理體系 .......................................................................................................40 發(fā)展初期 ..................................................................................................40 發(fā)展中期 ..................................................................................................41 發(fā)展后期 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