“微果宿到”是一个基于微信平台的 B2C 水果配送项目，是一种结合当前 大学生消费习惯应运而生的新型渠道营销方式。宗旨是让大学生能用最低的价 格，买到最新鲜美味、营养丰富的时令水果，使其享受到最舒适的宿舍便民服 务。 大学校园是一个具有巨大的市场前景和潜在商业价值的零售市场,其开发 运营需要创造客户价值，而目前生鲜水果在校园里的销售，仍然采用线下销售 的传统营销方式，存在模式不一、位置固定、客源分流的缺陷，从而消耗了大 量人力、物力与财力。而对于已经充分接触了淘宝、美团等商业模式的大学生 而言，他们的消费依赖性与倾向性更适合线上与线下相结合的模式。而目前生 鲜水果的获取方式主要是线下销售模式，不仅缺乏即时性和任意性，获取时间 与成本较高，不能满足在校大学生的消费习惯与购物偏好。而使用“微果宿到” 的用户是在微信公众平台上轻松方便的下订单，一键到寝式的免费配送服务， 即宅配的“最后一公里”，解决了现有水果生鲜冷链配送的最大难点，具备与美 团类似的“轻松点击,足不出户”的获取模式。本项目的经营覆盖范围初期仅包 括大学校区，产品仅涉及未加工的新鲜水果，在积累一定的消费者数量之后， 将在保持销售低价、高品质的新鲜水果为主的前提下，逐渐加入具有品牌特色 的应季高端水果，以及低于市场价格的高附加值型水果加工品。本项目的目的 是致力于校园市场的深度发掘和客户整合，在逐渐开放与商业化的大学校园里， 提前打入并迅速占领生鲜类的水果校园市场，建立庞大的学生客户资源数据库， 逐渐发展起集水果配送、校园娱乐、健康运动为一体的校园商业产业，最终形 成校园文化科技产业链。 “微果宿到”水果配送服务商业计划书立足创新创业,使用管理学、市场营 销学、运营管理学、财务管理等相关学科的知识，系统分析了项目的科学性和 可行性,目的是引导创业，帮助创业者及投资者了解详细的项目计划和实施步骤, 明确经营理念,建立投资的信心。在做了充分的市场调查，收集了大量的行业资 料和业内数据之后，运用管理学分析工具和市场研究的方法对项目的产品、经 营方式和项目的竞争力进行了综合分析，计算和预测了整个项目的成本、费用 和未来收益。最终通过分析得到结论：“微果宿到”水果配送服务具有先进性、 差异性和市场竞争力，风险合理可控，项目建设具有较高的市场价值和社会价 值。 关键词：水果；高校校园；电子商务；商业计划书MBA 学位报告 作者：孟乾坤 “微果宿到”水果配送服务商业计划书 II Abstract Micro fruit deliver to dormitory is a platform based on WeChat B2C fruit distribution projects， purpose of the projects is to let the user can use the lowest price， buy the most delicious fresh fruit， at the same time enjoy the most comfortable service. Users can place orders on the WeChat public platform， and we will deliver free at fixed time. The objective of the business scope includes only the university campus， the early products involves only raw fresh fruit ， after accumulating a certain amount of users， will go on sale in low price with high quality under the premise of fresh fruit is given priority to ， to join with characteristic of brand high-end fruits and seasonal fruit processed products below the market price of high value-added type. Micro fruit deliver to dormitory fruit distribution service business plan from a practical perspective， using management， marketing， operations management or related disciplines of knowledge has carried on the systematic analysis to the feasibility of the project， the purpose is to help investors understand the investment projects in detail， clear business ideas， set up investment confidence， guide the entrepreneurship. The business plan for the scientific nature and feasibility of the project，collected a large amount of data，for market research，and analytical tools to the enterprise external environment ， internal environment and industrial environment of competitive forces has carried on the comprehensive analysis of target customers for the location of the project， the project's product and the mode of operation，for the entire project cost，cost and future earnings are calculated and predicted. This article is composed of ten parts， the first part describes the writing background and research purpose， significance and development status of this article. The second part analyzes the feasibility of the project. The third part mainly analyzes the market and positioning， from the macro environment， industry environment， competition environment and competitors and so on several aspects carries on the analysis， and through the SWOT analysis it is concluded that the enterprise's strategic positioning； The fourth part is the analysis of marketing strategy formulation and positioning，from product，price，channel，promotion， people， processes and environmental analysis such as the micro fruit lodge to adopt the marketing strategy combination； The fifth part is the canvas of business model. The sixth part is the project strategy planning， which introduces the project schedule and target tasks. The seventh part is the organizational structure and management team， introducing human resource planning and operation planning. The eighth part is to introduce the fund budget and fund source of the project； The ninth part is the financial analysis of the financial data of the project， which evaluates the profitability and market prospect of the project through financialMBA 学位报告 作者：孟乾坤 “微果宿到”水果配送服务商业计划书 III indicators. The tenth part mainly analyzes the uncertainty and risk of the project and puts forward control measures. Part x is the design， argumentation and description of the future business development decision of the project. Key words： Fruit；e-commerce；University campus；Business planMBA 学位报告 作者：孟乾坤 “微果宿到”水果配送服务商业计划书 IV 目 录 中文摘要 .............................................I Abstract ............................................ II 一、绪论 .............................................1 （一）项目背景................................................1 （二）项目研究目的和意义......................................2 （三）项目发展现状............................................3 二、相关文献检索与理论综述......................................................5 （一）相关文献检索............................................5 （二）相关理论综述............................................7 三、可行性分析..............................................................................9 （一）市场需求分析............................................9 （二）项目的资金来源.........................................11 （三）项目的技术支持.........................................11 （四）团队建设...............................................15 （五）运营模式...............................................20 （六）盈利模式...............................................23 四、市场分析与定位....................................................................25 （一）行业环境分析...........................................25 （二）运作环境分析...........................................26 （三）PEST 分析 ..............................................27 （四）SWOT 分析 ..............................................28 （五）STP 分析 ...............................................31 五、营销策略的制定....................................................................34MBA 学位报告 作者：孟乾坤 “微果宿到”水果配送服务商业计划书 V （一）产品策略...............................................34 （二）价格策略...............................................37 （三）渠道策略...............................................38 （四）促销策略...............................................39 六、战略规划 ...............................................................................43 （一）项目进度...............................................43 （二）目标任务...............................................44 七、资金预算与资金来源............................................................45 （一）项目成本预算...........................................45 （二）资金来源分析...........................................46 八、财务评价 ...............................................................................47 （一）财务评价依据...........................................47 （二）营业收入估算...........................................47 （三）商品折损率预算..........