第一章项目概况.............................................................................................................................1
1.1项目名称............................................................................................................................11.2项目简介............................................................................................................................11.3项目核心优势....................................................................................................................11.4战略规划............................................................................................................................11.5融资方案............................................................................................................................11.6财务评价............................................................................................................................1第二章行业和市场分析.................................................................................................................2
2.1我国网络购物市场发展状况............................................................................................2
2.1.1我国网络购物市场现状分析.................................................................................22.1.2我国大学生网络购物市场分析.............................................................................32.2湖南省大学生网络购物市场分析....................................................................................52.3长沙大学生网络购物市场分析........................................................................................52.4大学生消费行为分析........................................................................................................62.5市场容量预测....................................................................................................................8
2.5.1长沙市市场容量预测.............................................................................................82.5.2湖南省生活类网购市场容量预测.........................................................................92.5.3全国生活类网购市场容量预测...........................................................................112.6竞争对手分析..................................................................................................................13第三章产品与服务.......................................................................................................................15
3.1项目简介..........................................................................................................................153.2项目试运营情况..............................................................................................................153.3**商城...............................................................................................................................173.4线下体验店......................................................................................................................183.5增值服务..........................................................................................................................19第四章商业模式...........................................................................................................................20
4.1商业模式..........................................................................................................................204.2盈利模式..........................................................................................................................20第五章战略规划...........................................................................................................................21
5.1项目核心优势..................................................................................................................215.2战略目标..........................................................................................................................21第六章营销策略...........................................................................................................................22
6.1推广策略..........................................................................................................................22
6.1.1线上推广...............................................................................................................226.1.2线下推广...............................................................................................................226.2品牌策略..........................................................................................................................226.3渠道策略..........................................................................................................................22第七章组织结构及管理团队.......................................................................................................23
7.1组织结构..........................................................................................................................237.2管理团队..........................................................................................................................23第八章投资估算...........................................................................................................................24
8.1资金筹措方案..................................................................................................................24
II
8.2资金使用计划..................................................................................................................248.3退出机制..........................................................................................................................24第九章财务预测...........................................................................................................................25
9.1财务假设..........................................................................................错误！未定义书签。9.2财务预测..........................................................................................错误！未定义书签。
9.2.1收入预测...............................................................................错误！未定义书签。9.2.2成本预测...............................................................................错误！未定义书签。9.2.3利润预测...............................................................................错误！未定义书签。9.2.4净现金流量预测...................................................................错误！未定义书签。9.3财务分析..........................................................................................错误！未定义书签。第十章风险分析...........................................................................................................................26
10.1技术风险与控制............................................................................错误！未定义书签。10.2财务风险与控制............................................................................错误！未定义书签。10.3质量风险与控制............................................................................错误！未定义书签。10.4产品风险与控制............................................................................错误！未定义书签。