I 摘要 中国文化产业的特殊性和目前对知识产权保护力度，导致目前大量的盗 版山寨文化衍生产品充斥市场，这严重的损害了文化作品版权商的利益和广 大消费者的利益。在政府大力关心扶持文化产业的背景下，文化产业势必要 与国际接轨，文化衍生产品也将获得长足发展。在此背景下，艺品文化传播 公司提出“文化产品综合服务”概念，以正版授权研发、生产文化衍生产品 模式，向广大消费者提供优质、丰富、有创意的文化衍生产品。 在对我国文化产业及国内外文化衍生产品分析的基础上，艺品文化传播 公司项目组对文化衍生产品主要消费群体，进行了专门的调研和分析。同样， 艺品文化传播公司项目也对艺品文化传播公司未来可能面对的直接竞争者和 间接竞争者进行了详细的分析和研究。为了提高艺品文化传播公司的核心竞 争力，并快速的切入和提高市场认同度，艺品文化传播公司采取了网上电子 商城销售渠道与加盟店铺销售渠道结合的方式。同时，将网上电子商城作为 最核心的品牌传播和市场推广渠道，通过持续的公关传播策划和新颖的网络 互动营销事件的策划，快速的提升 tvemall 的浏览量。考虑到艺品文化 传播公司为新创立网站，选择了低于电子商务网站转化率的比例，进行艺品 文化传播公司的未来相关销售额预测，并根据网站发展计划，预测了艺品文 化传播公司未来的人员规划以及相关薪资、固定资产投入和流动资金投入的 预测。 为了更好的让投资人了解艺品文化传播公司的未来发展趋势，艺品文化摘要 II 传播公司项目组对艺品文化传播公司进行了损益表、现金流量表和资产负债 表预测。并根据财务报表的预测，通过销售净利润率法和 NPV，进行了艺品 文化传播公司的投资价值分析，得出艺品文化传播公司是一个非常值得投资 的项目。同时，艺品文化传播公司项目组给出了清晰的投资退出机制。 最后，艺品文化传播公司项目组对艺品文化传播公司未来可能面临政策 风险、资源风向、市场风向和竞争风险进行了预测并建立了有效的解决方案。 关键词 文化衍生产品 网上商城 文化产业 商业计划Abstract III Abstract Particularity of China's cultural industry and the current efforts to protect intellectual property rights, resulting in a large number of pirated currently cottage culture -derived products flooding the market, which seriously damaged the interests of the copyright's cultural and consumers. Under the Government's strong support for cultural industri es concerned backgrounds, cultural industry is bound to international standards, cultural derivatives will also get considerable development. Art Culture Communication Co., entrepreneurial team depth analysis of China's cultural industry derivative product s, while the entrepreneurial team at e-commerce site operators, culture-derived product development, production, has a wealth of experience and accumulation. In this context, art Culture Communication Co., Ltd. made cultural products integrated service concept to genuine authorized the development, production and cultural patterns of derivative products, to provide consumers with high quality, rich, creative culture-derived products. On the basis of China's cultural industry and international cultural analysis of derivative products, arts and crafts project team and Culture Communication Co., cultural derivatives major consumer groups, conducted a special investigation and analysis. Similarly, art projects Culture Communication Co., Ltd. carried out a detailed analysis and study of the art Culture Communication Co., direct and indirect competitors may face competition in the future. In order to enhance the core competitiveness of Art Culture Communication Co., Ltd., and quickly cut and increasing market acceptance, art Culture Communication Co., Ltd. has taken the online sales channel and join the electronic mall shop sales channel combination. Meanwhile, the online electronic store as the core of the brand communication and marketing channels, communications planning network planning and innovative interactive marketing events through ongoing public relations, fast upgrade tvemall of views. Considering the art Culture Communication Co., Ltd. is a newly created Web site, select the ratio is less than the conversion rate of e-commerce sites, conduct art Culture Communication Co., Ltd. related to future sales forecasts, and in accordance with the site development plan, predict the art culture Communications Limited future workforce planning and related payroll, fixed assets and working capital investment forecast. In order to allow investors to better understand the future trends of Art Culture Communication Co., Ltd. Culture Communication art art project team conducted a CultureAbstract IV Communication Co., income statement, cash flow statement and balance sheet projections. According to the forecast of the financial statements and, through sales and net margin method NPV, the value of investments made art Culture Communication Co., Ltd. of analysis, the art Culture Communication Co., Ltd. is a very worthwhile investment projects. At the same time, art projects Culture Communication Co., an investment group gives a clear exit mechanism. Finally, the art Culture Communication Co., Ltd. project team art Culture Communi cation Co. may face future policy risk, wind resources, wind and competitive market risks were predicted and the establishment of an effective solution. Xiao Sijia(MBA) Supervised by:Wu Xiaojun Keywords derivative products, online mall culture industry business planAbstract V 目录 摘要......................................................................................................................... I Abstract .................................................................................................................III 目录........................................................................................................................V 第一章 绪论.........................................................................................................IX 1.1 项目背景 ...................................................................................................1 1.2 商业计划的思路 .......................................................................................3 第二章 公司分析...................................................................................................8 2.1 公司概况 ...................................................................................................8 2.2 创业公司核心团队 ...................................................................................8 2.3 公司组织结构图 .......................................................................................9 2.4 公司使命、远景、价值、目标 ............................................................10 第三章 机会分析.................................................................................................11 3.1 宏观环境分析（SLEPT) ....................................................................... 11 3.2 行业环境分析（波特五力分析） .........................................................17 3.3 本章小结 ................................................................................................20 第四章 消费者分析.............................................................................................21 4.1 调查问卷 .........................................................................................................21 4.2 目标客户分析 ..........................................................................................21 4.3 客户需求分析 ..........................................................................................22 4.4 客户购买动机分析 ..................................................................................23 4.5 客户购买决策 ..........................................................................................24 4.6 本章小结 ..................................................................................................25 第五章 竞争分析.................................................................................................26 5.1 文化衍生产品行业分析 .........................................................................26 5.2 中国文化衍生产品市场竞争分析 .........................................................27 5.3 SWOT 分析 ......................................................................