近年来,老挝国家经济实现了较快增长，消费者对服装产品的需求量也随之 增加，相应地对服务质量、水平的要求也日益提升。尤其是随着老挝国家互联网 及智能移动的普及，以网上购物为消费习惯的电子商务在慢慢地进入老挝人的生 活。YOUR MARKET 是一个以销售老挝服装及服饰为主的电子商务平台的创业 项目。 本论文以该平台创业项目为研究对象，结合 MBA 专业所学的相关理论知识 和研究方法，同时也使用科学方法，分析了该项目提出的背景，介绍了该项目的 具体情况，运用 PEST 工具分析了该项目的在老挝国家面临的政策、经济、社会、 科技的外部环境，通过调研和查阅资料的手段，分析了老挝国家万象市的服装服 饰市场情况，并提出了该项目的市场服装服饰的销售模式、促销手段和销售服务 策略，论文还就该项目的投资与收益、未来可能的融资计划、现金的使用以及退 出机制做了分析，最后就该项目的风险类别、风险管控、风险防范提出了可能出 现的风险。论文研究的目的是为了保证本项目创业计划书的可行性和科学性，为 决策提供依据。 本论文采用了文献查阅的方法、对比借鉴的方法、实地调研的方法，运用了 PEST 战略分析工具和 4P、5R 等市场营销策略分析工具，充分参照、借鉴了中 国电子商务平台公司的运营经验和模式，实地考察了老挝国家万象市服装及服饰 市场的现状，力图实现本论文理论性与实践性、规范性和操作性的统一。 关键词，老挝万象，电商平台，创业计划书II Abstract In recent years, Lao's economy has achieved rapid growth, consumer demand for clothing products has also increased, and the corresponding requirements for service quality and level are also increasing. Especially with the popularity of Internet and intelligent mobile in Laos, e-commerce, which takes online shopping as its consumption habit, is slowly entering Lao people's life. YOUR MARKET is an entrepreneurship project of an e-commerce platform which mainly sells Lao clothing and apparel. This thesis takes the platform entrepreneurship project as the research object, combines the relevant theoretical knowledge and research methods learned by the MBA major, and also uses the scientific method to analyze the background of the project, introduces the specific situation of the project, and analyzes with the PEST tool. The project's external environment of policy, economy, society and technology in Laos, through the means of research and access to information, analyzed the clothing and apparel market in Vientiane, Laos, and proposed the market clothing and apparel of the project. Sales model, promotion means and sales service strategy, the paper also analyzed the investment and income of the project, possible future financing plan, cash use and exit mechanism, and finally proposed the risk category, risk management and risk prevention of the project. Preventive measures have made possible risks. The purpose of this paper is to ensure the feasibility and scientific of the project entrepreneurship plan and to provide a basis for decision-making. This thesis adopts the method of literature review, the method of comparative reference, the method of field research, the use of PEST strategic analysis tools and 4P, 5R and other marketing strategy analysis tools, fully reference and draw on the operating experience of Chinese e-commerce platform companies and The model, on-the-spot investigation of the status quo of the clothing and apparel market in Vientiane, Laos, aims to achieve the unity of the theoretical and practical, normative and operational aspects of this paper. Key words: Vientiane Laos, e-commerce platform, business planIII 目录 摘要 ..............................................................I Abstract ..........................................................II 1 绪论 .............................................................1 1.1 YM 电商项目的创业背景.....................................1 1.2 创业的目的和意义 ...........................................1 1.3 创业的思路与方法 ...........................................2 2 YM 老挝电子商务平台项目介绍......................................4 2.1 项目的提出 .................................................4 2.2 合伙人简介 .................................................4 2.3 经营的范围.................................................5 3 YM 老挝电商项目的环境分析........................................7 3.1 政策环境分析 ...............................................7 3.2 经济环境分析 ...............................................8 3.3 社会环境分析 ...............................................9 3.4 技术环境分析 ..............................................10 4 YM 老挝电商项目的市场分析.......................................12 4.1 市场规模分析 ..............................................12 4.1.1 市场细分 ............................................12 4.1.2 目标市场 ............................................12 4.2 目标客户分析 ..............................................13 4.2.1 消费需求解析 ........................................13 4.2.2 服饰风格偏好.........................................15 4.2.3 品牌选择透视.........................................15 4.2.4 购买产品类型.........................................16 4.3 平台竞争优势..............................................17 5 YM 老挝电商项目的营销分析.......................................19 5.1 产品的购销模式 ............................................19 5.2 营销团队与激励 ............................................20 5.3 营销理论的应用 ............................................21 5.3.1 产品策略.............................................21IV 5.3.2 价格策略.............................................22 5.3.3 渠道策略.............................................22 5.3.4 促销策略.............................................22 5.4 服务营销策略 ..............................................23 5.5 平台运营策略 ..............................................24 6 YM 老挝电商项目的财务分析.......................................25 6.1 投资收益分析 ..............................................25 6.2 项目融资计划..............................................25 6.3 平台资金使用 ..............................................26 6.4 股东退出机制 ..............................................27 7 YM 老挝电商项目的风险分析.......................................29 7.1 法律风险 ..................................................29 7.2 财务风险 ..................................................30 7.3 市场风险 ..................................................29 7.4 信用风险 ..................................................30 7.5 管理风险 ..................................................30 8 结论 .............................................................32