2015 年 3 月“互联网+”被纳入国家战略，在“互联网+”的大潮下，O2O 电商行 业获得突飞猛进的发展，同时网民在移动端购物的比例大幅度提升，各个领域的 APP 呈现爆炸式增长态势，移动互联网平台如雨后春笋般呈现。 本商业计划书的目的在于对“拍我吖”媒体电商平台的商业可行性进行分析。本论 文提出了移动互联网与传统媒体相结合的全新平台—“拍我吖”，旨在解决“互联网+” 时代传统媒体发展所遭遇到的瓶颈问题，并对线上购物模式进行改造升级，形成全新的 创新性商业模式。 本报告从传统媒体的发展现状、移动互联网的平台模式、市场环境、财务计划、风 险防控等方面对“拍我吖”平台进行了全面的分析。结合平台所处的行业环境、竞争环 境以及自身优势条件，利用 SWOT 模型分析，确定了平台的 SO 战略方向；通过 STP 分析 确定目标市场定位。在以上分析和总结的基础上，对投融资计划、营销策略、财务计划 以及风险与对策等方面进行梳理和阐述。 “拍我吖”平台首创五化（场景化、电商化、分隔化、社交化、大数据化）O2O 新 媒体模式，有效解决了传统媒体与互联网的结合问题，通过打通线上线下渠道，搭建良 好的电子商交易平台。“拍我吖”不仅是直接进行广告品、新品低价购买、互动体验、 尝试新用的平台，而且是实现线上线下充分互动、展示、交易和社交的多位一体平台。 本计划书对项目投资的初创资金、追加资金以及资金来源作了说明，并对未来五年 的成本费用、收入情况进行了预测和分析，给出了财务三大报表和项目经济效益分析。 最后分别对平台在政策法律、竞争环境、物流管理、经营管理等方面的风险进行综合分 析，并提出相应对策，得出了平台风险基本可控。同时，本计划书对于探索传统平面媒 体、电视媒体、广播媒体与互联网的相互结合以及双方盈利、运营模式等具有一定的借 鉴意义。 关键词，商业计划书；传统媒体；移动互联网；媒体电商 II Abstract ‘Internet Plus’was included into the national strategy in March, 2015. ‘Internet Plus’ trend gave impetus to O2O e-commerce industry. With a sharp increase in the proportion of mobile shopping and an explosion of APP concerning various fields, mobile Internet platforms have sprung up like bamboo shoots after a spring rain. This business plan is expected to analyze the commercial viability of Paiwoya Media E-commerce Platform. Briefing on Paiwoya, a combination of the Internet and traditional media in a brand new model, this thesis aims to tackle the bottleneck issues faced by traditional media industries in ‘Internet Plus’ era and attempts to upgrade the previous online shopping models, forming a brand-new innovative commercial model. The thesis conducts a comprehensive analysis on many aspects centering on Paiwoya Platform, including the present situation of traditional media, the models of mobile Internet platform, its market environment, financial planning as well as risk control. Taken the industry status, competitive environment and its advantages into consideration, the thesis utilizes SWOT and STP to speculate the SO strategic direction and target market positioning of the platform, respectively. Moreover, it elaborates on the investment and financing plan, marketing strategy and financial planning together with risks and countermeasures after equitable summary and conclusion. Paiwoya Platform is the first to propose the five principles (scenarized, e-commercialized, compartmentalized, socialized, and big data). O2O new media model has effectively addressed the combination issues of Internet and traditional media by exploring online to offline channels and establishing well-functioning e-commerce trading platforms. Paiwoya is more of a multi-functional platform which not only encompasses direct trading activities of commercial products and new arrivals at a relatively low price, providing interactive experiences and new products experience services, but also enables a full interaction, presentation, transaction and social communication from online to offline. This business plan gives an account for the resources of start-up capital and additional investment. It analyzes and forecasts the cost and income of the next five years and provides with the balance sheet, profit and loss statement, cash-flow statement and project economic benefit analysis table. In the end, it will conduct an overall analysis on the risks in terms of policy and laws, competitive environment, logistics management and operation management and corresponding measures to be taken to prove that the risks are controllable. At the same time, this business plan will provide significant implications for further exploration of a III mutual-benefit business modell to combine the traditional print media, television, broadcast with the Internet. Keywords: Business plan; traditional media;mobile Internet; media e-commerce IV 目录 摘要..I Abstract ...... II 第一章 绪论1 1.1 研究的背景 1 1.2 研究的意义. 2 1.3 研究内容..... 3 1.4 研究方法.... 4 1.5 研究框架.... 4 第二章 项目及公司概况.......6 2.1 公司介绍..... 6 2.1.1 公司概况...... 6 2.1.2 发展历程...... 6 2.1.3 经营理念...... 7 2.1.4 企业特色...... 7 2.1.5 企业资源...... 8 2.2 项目描述.... 9 2.2.1 项目主要内容....... 9 2.2.2 项目说明...... 9 2.2.3 项目特点.... 11 2.2.4 项目盈利模式..... 12 2.3 项目组织架构.... 13 2.4 本章小结... 14 第三章 竞争环境分析15 3.1 宏观环境分析.... 15 3.1.1 政策环境..... 15 3.1.2 经济环境..... 15 3.1.3 社会环境..... 17 3.1.4 技术环境..... 18 3.2 五力模型分析.... 19 V 3.2.1 行业内竞争者...... 20 3.2.2 潜在进入者威胁.. 22 3.2.3 替代品的威胁...... 22 3.2.4 供应商讨价还价能力... 22 3.2.5 顾客讨价还价能力....... 23 3.3 项目 SWOT 分析........ 23 3.3.1 优势.... 23 3.3.2 劣势.... 25 3.3.3 机会.... 25 3.3.4 威胁.... 26 3.3.5 组合分析..... 26 3.4 本章小结... 27 第四章 营销方案........28 4.1 目标市场定位.... 28 4.1.1 市场细分..... 28 4.1.2 目标市场选择...... 29 4.1.3 目标市场定位...... 29 4.2 营销策略... 30 4.2.1 产品及服务策略.. 30 4.2.2 价格策略.... 30 4.2.3 广告策略..... 31 4.2.4 促销策略.... 32 4.2.5 渠道策略.... 32 4.2.6 其它营销策略..... 33 4.3 市场推广计划.... 34 4.3.1 起步期 34 4.3.2 开拓期 34 4.3.3 发展期........ 35 4.3.4 成熟期........ 35 4.4 本章小结... 35 VI 第五章 项目运营计划37 5.1 项目发展规划... 37 5.2 平台搭建.. 38 5.2.1 应用建设.... 38 5.2.2 移动线上支付整合....... 38 5.2.3 物流配送网络建设....... 38 5.2.4 客户服务体系搭建....... 39 5.3 渠道整合... 39 5.3.1 传统媒体渠道..... 39 5.3.2 线下品牌店渠道. 39 5.4 平台运营优化.... 40 5.5 本章小结... 41 第六章 财务计划、效益分析和风险控制....42 6.1.投融资计划........ 42 6.2 经营预测.. 42 6.2.1 未来五年收入预测...... 43 6.2.2 未来五年成本预测...... 44 6.2.3 现金流预测 44 6.3 财务报表与指标分析. 46 6.3.1 利润表 46 6.3.2 利润分配表 47 6.3.3 资产负债表 47 6.3.3 指标分析.... 49 6.4 项目经济效益评价..... 50 6.4.1 资本成本.... 50 6.4.2 经济效益评估...... 51 6.5 项目风险控制.... 52 6.5.1 政策法律风险及对策... 52 6.5.2 竞争环境风险及对策... 52 6.5.3 物流管理风险及对策... 52 VII 6.5.4 经营管理风险与对策... 53 6.6 本章小结... 53 结 论........55