中国改革开放三十年来，经济的快速发展，收入水平的不断提高，人们开 始追求更高的生活质量，中国的饰品市场繁荣火爆。网上购物环境不断成熟， 互联网理念深入人心,开展电子商务正当其时。 深圳兰贵人电子商务有限公司是由兰州大学 MBA 的八位同学一起参与的 创业项目。本项目依托于其中一位同学的实体饰品公司--深圳佳鑫饰品有限公 司，是该饰品公司在 B2C 领域的延伸。该饰品公司经过多年的积累，有稳定的 供货商，能拿到极低的进货价，并且和物流公司沟通良好，能拿到全国六元包 邮的低价。深圳兰贵人电子商务有限公司接到订单后，由深圳佳鑫饰品有限公 司统一包装和发货。 本商业计划书会通过调查分析的方法搜集数据，对天猫饰品交易数据进行 统计分析，统计时段是最近一年，为本项目找到天猫市场的竞争规律。然后， 根据 PEST 分析法，通过政治(politics)，经济(economic)，社会(society)，技术 (technology)这四个因素来进行分析公司所面临的状况，从总体上把握宏观环境， 作为制定发展战略的基本工具。接着，用外部因素评价矩阵（EFE 矩阵）、内 部因素评价矩阵（IFE 矩阵）、SWOT 矩阵等战略分析工具，总结出本公司可 能采取的备选战略与策略—成本领先战略和差异化战略，并用 QSPM 矩阵决策 出最终的战略—成本领先战略。下一步，本商业计划书将从市场分析开始，对 目标市场精准细分，寻找目标市场的特点，针对性地设计符合市场需求的产品 服务组合，塑造兰贵人“高质优价”的品牌形象。围绕符合本创业项目发展的 价格策略、渠道策略和宣传策略，通过财务分析、盈亏平衡分析，项目风险的 评估，制定相应的对策，得出本项目风险可控，创业可行的结论。 关键词：商业计划书； 饰品； 电子商务MBA 学位报告 作者：罗雯妍 深圳兰贵人电子商务有限公司商业计划书 III Abstract With three decades of reform and opening up, China economic develops rapidly , people's income levels continue to improve ,people have started to pursue a higher quality of life and Chinese jewelry market booms. Online shopping environment continues to mature and Internet Thinking concept win popular support among people. It’s the time to carry out electronic commerce. Shenzhen Lan elegant E-Commerce Co., Ltd. is a project sponsored by eight MBA students from Lanzhou University. The project is based on a entity Jewelry company owned by one of the 8 students - Shenzhen Jiaxin Jewelry Co., Ltd，is the extension of the jewelry Co., Ltd in the field of B2C. Owing to years of accumulation, the company wins stable suppliers , very low purchase price and good relationship with logistics company who offers free shipping service when the transaction amount reaches more than six yuan for one shipment. After received orders from Shenzhen Lan elegant E-Commerce Co., Ltd, Shenzhen Jiaxin Jewelry Co., Ltd will unified packaging and shipment. The business plan collects and analyzes TMall’s daily jewelry transaction datas of the last whole year by means of investigation and analysis to find the rules of market competition for this project. Then, the author uses PEST analysis to analyze the macro environment that the company faces from aspects of politics, economy ,society and(technology, and take which as basic tools for making development strategy of the company . And then, it takes other analysis tools including the external factor evaluation matrix (EFE) matrix, the internal factor evaluation matrix (IFE ), SWOT (strong point, weak point, opportunity, threaten)etc. to make selective development strategies that the company may adopt, that is, the strategy of cost leadership and the cultural difference strategy. And it uses QSPM matrix to make a final decision-the cost leadership strategy. At the next step, the paper carries out an accurate segmentation research on the target market, finds out the characteristics of the target market, and assist on designing new product mixes to meet the market demands , shaping a brand image of high quality and competitive price. At the end, the paper spread financial analysis, profit and loss balance analysis, project risk evaluation and Countermeasures of the formulation analysis ,around with the price strategy, channel strategy and promotion strategy that meets the development of the pioneering project.MBA 学位报告 作者：罗雯妍 深圳兰贵人电子商务有限公司商业计划书 IV Key words: business plan; ornaments ; electronic commerceMBA 学位报告 作者：罗雯妍 深圳兰贵人电子商务有限公司商业计划书 V 目录 一、绪论.................................................1 （一）项目背景和意义 ........................................... 1 （二）创业项目概述 ............................................. 2 （三）相关理论、方法和框架 ..................................... 3 二、公司内外部环境分析 ...................................5 （一）宏观环境分析 ............................................. 5 （三）目标市场分析 ............................................ 18 （四）市场竞争环境分析 ........................................ 19 （五）内部环境分析 ............................................ 22 三、公司战略制定 ........................................26 （一）公司使命和愿景 .......................................... 26 （二）公司战略分析评价 ........................................ 26 （三）公司发展战略 ............................................ 34 四、公司主要产品和服务 ..................................37 （一）产品服务特征 ............................................ 37 （二）产品和服务介绍 .......................................... 37 五、营销策略 ............................................49 （一）市场定位 ................................................ 49 （二）营销策略组合 ............................................ 50 六、公司组织与人力资源管理 ..............................59 （一）公司组织机构设置 ........................................ 59 （二）人力资源发展规划 ........................................ 59 七、公司融资方式和财务预测 ..............................61MBA 学位报告 作者：罗雯妍 深圳兰贵人电子商务有限公司商业计划书 VI （一）资金来源 ................................................ 61 （二）股权分配 ................................................ 61 （三）资金使用 ................................................ 62 （四）投资估算 ................................................ 63 （五）收入、成本费用、税金及利润估算 .......................... 64 （六）基本财务报表 ............................................ 65 （七）投资可行性分析 .......................................... 69 （八）盈利情况分析 ............................................ 70 （九）盈亏平衡分析 ............................................ 71 （十）财务评价结论 ............................................ 71 八、公司风险分析及对策 ..................................72 （一）风险分析 ................................................ 72 （二）风险对策 ................................................ 72 结论....................................................74