摘要
本文从跨境母婴电商存在的三个基本问题出发，结合育儿实际问题，发现新
的市场机会，在此基础上萌生创业的想法，结合相关理论提出基本思路和方法
近年来跨境电商持续高速增长，国家及地方政府在政策上也是大力扶持，发展前
景明朗。随着全面二孩政策的开放，以及第三次婴儿潮人群进入生育年龄，母婴
家庭人群数量递增的多重因素下，母婴市场进一步扩大。从行业背景及市场环境
来看，跨境母婴电商创业具备市场基础。虽从市场和竞争看，跨境母婴电商行业
竞争激烈，平台占据市场的大部分份额。但在新零售、消费升级的双重驱动下，
跨境电商母婴向全球化、O2O、社区化/社群化、移动化方向发展，这一趋势诞生
了新的机会，加之传统电商零售的短板，更加剧了这一转变过程。本创业项目正
是抓住这一转型的机遇， 剖析产业背景、宏观环境、行业及竞争环境，发现未来
跨境母婴行业发展的一个可行方案——跨境电商+母婴O2O模式，结合专业母婴
咨询服务形成社群电商，打造母婴生态的经营模式。文章采用SWOT理论，分析
项目的优势、劣势、机会和威胁，并提出战略建议，同时运用STP营销理论对市
场细分和定位，并以此为基础规划市场营销方案。另外，结合创业机会分析，找
准跨境母婴电商未来发展趋势和方向，制定公司战略，为项目的执行方案提供总
领性指导。在该指导战略下，着重关注5个方面的管理规划，即组织架构及人员
分工、运营管理、市场营销、风险管理、财务分析及预测。首先，组织架构及人
员分工设计规划了项目的组织架构及人员职责，为项目在人力资源管理上提供依
据。其次，运营管理以公司战略为指导，阐述了产品与服务获取、电商平台规划、
门店管理、供应链管理、成本管理五个方面的内容，构成了公司运营的基本框架
然后以细分市场为基础，采用服务营销7Ps理论为基础规划市场营销策略，并识
别项目风险，提出风险应对措施，降低创业风险。最后，通过对财务条件进行假
设，预测未来五年财务报表并据此进行投资分析，再次证明该项目具备可行性，
并能获得一定的回报
关键词：创业计划，跨境母婴电商，母婴O2O
ABSTRACT
II
ABSTRACT
Starting from the three basic issues of cross-border maternal and infant product
e-commerce, based on realistic problems of childcare and new market opportunities,
this thesis analyze the idea and methodology of a start-up business in this industry. In
recent years, cross-border e-commerce has witnessed rapid growth. National and local
governments are also strongly supportive on policy aspect, and the development
prospects are promising. Due to multiple factors such as the implementation of China’s
two-child policy, and the third baby boomers entering the childbearing age, increasing
number of households with pregnant mother or infant, the market of maternal and
infant product has further expanded. From the perspective of industry nature and
market environment, there is market foundation for starting a business on cross-border
maternal and infant product e-commerce. Although from the perspective of market and
competition, the cross-border maternal and infant product e-commerce industry is
fiercely competitive, and several e-commerce platforms occupy most of the market's
share. However, under the dual drive of new retail and consumer upgrades,
cross-border maternal and infants e-commerce are shifting toward globalization, O2O,
community-oriented/communization, and mobilization. This trend has created new
opportunities. The shortcoming of traditional e-commerce has exacerbated this
transformation. This start-up project is to seize the opportunity brought by the
transformation, analyze the industrial background, macro environment, industrial and
competitive environment, and provide a feasible solution for the development of the
cross-border maternal and infant product e-commerce – cross-border e-commerce +
maternal-infant O2O mode. A community-oriented e-commerce is formed by providing
professional maternal and infant consulting services to create an ecological business
model. This thesis adopts the SWOT theory to analyze the strength, weakness,
opportunities and threats of the project, and proposes strategic suggestions. At the same
time, it uses the STP marketing theory for market segmentation and positioning, which
is used as a basis for planning marketing programs. In addition, combining the analysis
of start-up opportunities, the thesis analyzes the future trends and directions of
cross-border maternal and infant product e-commerce, formulate corporate strategies,
and provide overall guidance for project implementation programs. Under this guiding。