【正文】 總體規(guī)模估算 ...........................................................................................................................11目標(biāo)消費(fèi)者市場(chǎng)定位 .......................................................................................................................13市場(chǎng)競(jìng)爭(zhēng)格局 ...................................................................................................................................14第五章：投資分析與管理 ................................................................................16項(xiàng)目投資 SWOT 分析 .....................................................................................................................16預(yù)期資金投入與市場(chǎng)回報(bào) ...............................................................................................................19財(cái)務(wù)控制與管理 ...............................................................................................................................22第六章：項(xiàng)目執(zhí)行 ...........................................................................................23團(tuán)隊(duì)建設(shè) ...........................................................................................................................................23網(wǎng)站建設(shè) ...........................................................................................................................................28商品管理 ...........................................................................................................................................29營(yíng)銷管理 ...........................................................................................................................................30渠道管理 ...........................................................................................................................................32價(jià)格管理 ...........................................................................................................................................33B2C 項(xiàng)目商業(yè)計(jì)劃書.物流管理 ...........................................................................................................................................34倉(cāng)庫管理 ...........................................................................................................................................35第七章：項(xiàng)目執(zhí)行步驟 ....................................................................................36第八章：項(xiàng)目遠(yuǎn)景 ...........................................................................................37表目錄表 1 “有家”廚房網(wǎng)上架商品系列目錄 ..........................................................7表 2 “有家”廚房網(wǎng)增強(qiáng)型服務(wù)列表 ..............................................................9表 3 “有家”廚房網(wǎng)消費(fèi)者市場(chǎng)定位主要特征 ...............................................13表 4 “有家”廚房網(wǎng)投資預(yù)算 ...........................................................................20表 5 “有家”廚房網(wǎng)網(wǎng)購(gòu)市場(chǎng)份額爭(zhēng)奪目標(biāo)及預(yù)期收入 ...............................21表 6 “有家”廚房網(wǎng)盈利情況分析 ...................................................................21表 7 B2C 網(wǎng)站可選擇的主要營(yíng)銷手段 ...........................................................31表 8 “有家”廚房網(wǎng)項(xiàng)目執(zhí)行計(jì)劃表 ...............................................................36圖目錄圖 1 中國(guó)網(wǎng)絡(luò)零售 C2C 市場(chǎng)發(fā)展情況 ............................................................3圖 2 “有家”廚房網(wǎng)的市場(chǎng)競(jìng)爭(zhēng)格局圖 ...........................................................16圖 3 SWOT 矩陣 ...............................................................................................18圖 4 “有家”廚房網(wǎng)管理架構(gòu)圖 .......................................................................24..第一章：計(jì)劃書概要本計(jì)劃書包括以下章節(jié)，各章節(jié)內(nèi)容簡(jiǎn)述如下：第二章：項(xiàng)目背景，從廚具行業(yè)的選擇、B2C 模式的選擇、方太的選擇和時(shí)機(jī)的選擇 4 個(gè)方面的分析闡述了“有家”廚房網(wǎng)項(xiàng)目的建設(shè)背景；第三章：項(xiàng)目介紹，從項(xiàng)目構(gòu)成類型（B2C 購(gòu)物網(wǎng)站+廚房門戶社區(qū)） 、B2C 購(gòu)物網(wǎng)站銷售商品范圍、銷售服務(wù)內(nèi)容和社區(qū)建設(shè)內(nèi)容 4 個(gè)方面介紹了“有家”廚房網(wǎng)項(xiàng)目的業(yè)務(wù)內(nèi)容和服務(wù)功能；第四章：市場(chǎng)分析，對(duì)廚房用品網(wǎng)購(gòu)市場(chǎng)的整體規(guī)模進(jìn)行了初步探討，對(duì)“有家”廚房網(wǎng)的市場(chǎng)定位和所面臨的競(jìng)爭(zhēng)格局進(jìn)行了相關(guān)描述，使得我們對(duì)項(xiàng)目操作的機(jī)遇和挑戰(zhàn)有一個(gè)相對(duì)客觀的認(rèn)識(shí)；