近年来，我国电子商务迅速发展，淘宝、聚美、唯品会等一系列的电子商务平台如 雨后春笋般发展起来，同时，跨境电商平台也随之发展，出现了众多跨境电商平台如顺 风海淘、网页考拉海购、蜜芽等。目前跨境电商快速壮大，已经成为电商领域的新蓝海。 另外政府也有着一定的政策支持，发展潜力巨大。本文研究了在此电商大潮流下，MLZ 跨境电子商城如何打造中国具有影响力国际品牌直销社区平台。 本文以商业计划书的形式，结合战略、营销、运营、人力资源及财务等理论知识， 对 MLZ 跨境电商项目进行全面规划。首先，对项目进行详细的外部及内部环境分析、 市场机会分析、竞争性分析及 SWOT 分析；其次，根据分析结论，对项目进行市场定 位，并制定 4P 营销策略进行品牌推广，进而对项目进行运营规划；最后对项目进行较 全面的财务分析，并对可能出现的风险做出分析，提出防范措施。 本项目计划投资 1000 万，其中初始投资为 300 万，计划向风险投资者融资 700 万。 以项目资本成本 15%作为贴现率计算，项目经营前 5 年的净现值（NPV）为 2737.26 万 元，修正的内部收益率（MIRR）为 68.48%，动态投资回收期为 2.206 年。 通过上述分析，得出本项目的建设是可行，具有良好社会效益及经济效益。 关键词，商业计划书；跨境电商；化妆品II Abstract With the rapid development of e-commerce, In recent years, a series of e-commerce platforms such as Taobao, Jumei, VIP growing fast. At the same time, cross-border electronic business platform also will be developed, there have been a number of cross-border electronic business platform such as fengqu, Neteast koala sea purchase, honey bud baby. Currently cross-border electricity growth rapidly, and has become the new blue ocean in the field of electronic business. Also, the Government also has a certain degree of policy support, have huge potential for development. In this paper,under the electricity business big trend, how MLZ create a cross-border electronic business platform to ba a influential international brand direct community platform. This business plan chooses MLZ Cross-border e-commerce project as the object, using the form of a business plan, through the comprehensive knowledge of strategic management, marketing management, operation management and financial management theory to analyze the project. This business plan firstly introduced the project background, development planning and business model of the project, and then using PEST model and Porter’ five-forces model to analyze the macro environment and industry competition environment, finally using SWOT method to reveal the advantages and disadvantages of the project as well as the external opportunities and threats and drew up a conclusion that the project faces with an excellent external environment, the internal advantages outweigh the disadvantages. On this basis, the paper use the STP marketing analysis to determine the target market and the location of the project; then use the 4P theory developed marketing mix strategy for the project. Finally, a more comprehensive project financial analysis, risk analysis and to make possible, propose preventive measures. On the basis of the above analysis, the paper introduces the investment and financing plans and exit way of the project, makes an income and expenditure forecast, cash flow forecast and the project benefit evaluation, etc. The project’s initial investment is 3 million yuan, of which 7 million yuan is planned to bring in the venture capital. On 15% discount rate, the net present value (NPV) is 27.3726 million yuan in the first 5 years, with 68.48%modified internal rate of return and 2.2 years dynamic investment recovery period. The economic benefit is very significant for the project. Through the above analysis, the construction of this project is feasible, with good social and economic benefits. Key word， Cross-border e-commerce; cosmetic; Business planIII 目 录 摘要..........................................................................................................................................1 ABSTRACT .............................................................................................................................. II 目 录........................................................................................................................................III 第一章 绪论..............................................................................................................................1 1.1 研究的背景与意义.......................................................................................................... 1 1.2 相关文献综述.................................................................................................................. 2 1.2.1 商业计划书的编写................................................................................................... 2 1.2.2 本文编写涉及的有关知识....................................................................................... 3 1.2.3 跨境电子商务的研究文献....................................................................................... 5 1.3 研究内容与方法.............................................................................................................. 6 1.3.1 研究内容................................................................................................................... 6 1.3.2 研究方法................................................................................................................... 7 第二章 项目概况......................................................................................................................8 2.1 项目背景.......................................................................................................................... 8 2.1.1 电商的快速发展....................................................................................................... 8 2.1.2 跨境电商的兴起....................................................................................................... 9 2.1.3 资本看好垂直标品类创业企业.............................................................................. 9 2.2 项目简介.......................................................................................................................... 9 2.3 商业模式.......................................................................................................................... 9 2.4 战略规划........................................................................................................................ 10 2.4.1 商城使命与目标..................................................................................................... 10 2.4.2 项目发展规划......................................................................................................... 11 2.5 本章小结........................................................................................................................ 11 第三章 市场机会与竞争性分析............................................................................................13 3.1 外部环境分析................................................................................................................ 13 3.1.1 宏观环境分析......................................................................................................... 13 3.1.2 行业环境分析......................................................................................................... 15 3.1.3 竞争对手分析......................................................................................................... 17IV 3.2 项目的竞争性分析........................................................................................................ 19 3.2.1 替代品的威胁......................................................................................................... 20 3.2.2 同行业竞争者......................................................................................................... 20 3.2.3 潜在进入者的威胁................................................................................................. 21 3.2.4 供应商议价能力..................................................................................................... 21 3.2.5 消费者议价