巢湖学院首届电子商务大赛策划书.docx

资源优化整合平台——以开发和推广旅游为例策划书书团队名称：柠檬水项目联系人：彭勇联系方式：18205654645策划时间：2015.10.25目录一、项目背景1.社会背景......................................................42.政策背景......................................................93.经济背景.....................................................114.技术背景.....................................................13二、项目概述1.项目服务产品.................................................152.电子商务平台.................................................163.服务产品与电子商务结合.......................................17三、企业基本状况1.企业名称.....................................................182.企业文化.....................................................183.企业机制体系.................................................184.企业管理.....................................................18四、竞争分析1.行业内部的竞争..............................................192.顾客的议价能力...............................................203.供货厂商的议价能力...........................................204.潜在竞争对手的威胁...........................................215.替代产品的压力...............................................21五、市场分析....................................................21六、市场营销1.营销阶段分析..................................................242.营销人群......................................................253.营销组合......................................................254.营销策略......................................................25财务分析1.资金来源......................................................292.资金使用......................................................293.成本费用预测..................................................304.成本报表和资产负债表..........................................31八、投资分析1.股本结构与规模................................................312.资金的来源与运用..............................................323.投资环境风险分析..............................................323.1投资市场环境的分析.........................................323.2市场需求..........