在 2016 年之前超赢公司一直为中小型零售门店提供门店系统、订货系统、供应链 系统、仓储物流系统、会员系统、O2O 电商平台、微信支付宝收单等信息化解决方案。 我们积累了近 20 万家门店商户，我们希望利用最新的云计算技术打造更具有竞争力的 商业生态链大数据云平台，帮助商户推送提供更多的增值服务，以打造“中国快消门店 商业数据服务第一平台”为使命，以“让天下没有难开的门店”这一愿景，确保实现公 司在互联网新时代环境下的转型升级。我们以门店商户的收银系统切入，以门店经营的 进、销、存、消费者大数据为核心进行大数据分析。通过消费者进行画像精准分析，对 门店经营者提供移动支付、采购货源、各渠道销售平台（微商城、小程序）、吸客引流 平台等增值服务。帮助商户引进更多的进货渠道、经营品类的优化，帮助商家向精准客 户推送销售商品。 本文采用商业计划书的文体来撰写，结合战略、营销、财务、人力资源等在 EMBA 学习期间所学的各种理论知识，对超赢门店管理大数据云平台进行综合规划，包括发展 方向、战略定位、运营模式等。采用五力模型对行业进行分析；采用 SWOT 分析法对 竞争环境进行分析；采用 STP 工具对市场进行细分和定位；采用 4P 理论制定营销策略。 本文是基于门店管理的大数据云平台而编写的商业计划书，希望帮助零售门店商户 打造新零售赋能平台，在帮助门店运营者提供运营管理云服务的同时，通过长期运营沉 淀的大数据为门店提供从优化供应链到拉动销售业绩，从而打造门店商业数据服务平 台。 关键词， 云平台；门店管理；新零售；商业计划书II Abstract Before 2016, the super win company has been providing small and medium-sized retail stores with information solutions such as store system, ordering system, supply chain system, warehousing logistics system, membership system, o2o business platform, WeChat Alipay acquirer and so on. We have accumulated nearly 200,000 store merchants. We hope to use the latest cloud computing technology to build a more competitive large data cloud platform for business ecosystem chain, to help merchants promote and provide more value-added services, with the mission of building the first platform for business data services in China's fast-disappearing stores, with the vision of let the world have no hard-to-open stores, to ensure that the company can achieve mutual benefit. The transformation and upgrading in the new era of networking. We start with the cashier system of store merchants, and analyze the big data of purchase, sale, storage and consumers. Through accurate analysis of consumers'portraits, value-added services such as mobile payment, purchasing sources, sales platforms of various channels (micro-malls, small programs) and customer attraction and drainage platforms are provided to store operators. Help merchants to introduce more channels of purchase and optimize the business category, and help merchants to push sales products to precise customers. This paper uses the style of business plan to write, combined with various theoretical knowledge of strategy, marketing, finance and human resources learned during EMBA study, to make a comprehensive plan for the big data cloud platform of super-win store management, including development direction, strategic positioning, operation mode, etc. Five-force model is used to analyze the industry; SWOT analysis is used to analyze the competitive environment; STP tools are used to subdivide and position the market; 4P theory is used to formulate marketing strategies. This paper is a business plan based on the big data cloud platform of store management, hoping to help retail stores build a new retail empowerment platform. While helping store operators to provide operation management cloud services, through long-term operation of precipitated large data to provide stores from optimizing the supply chain to stimulating sales performance, so as to build a business data service platform of stores. Key words: Cloud Platform；Store Management ；New Retail；Business PlanIII 目 录 摘要.........................................................................................................................................I Abstract .................................................................................................................................... II 第一章 绪论..............................................................................................................................1 1.1 项目研究的背景与意义.................................................................................................. 1 1.1.1 研究的背景............................................................................................................... 1 1.1.2 研究的意义............................................................................................................... 1 1.2 国内外关于云平台以及门店云平台的研究现状 .......................................................... 2 1.3 研究方法与内容.............................................................................................................. 3 1.3.1 研究目标与方法....................................................................................................... 3 1.3.2 研究内容与框架....................................................................................................... 4 第二章 项目概况详细介绍......................................................................................................6 2.1 公司概况.......................................................................................................................... 6 2.2 项目简介.......................................................................................................................... 7 2.2.1 项目总体规划........................................................................................................... 7 2.3 产品及服务...................................................................................................................... 8 2.3.1 产品介绍................................................................................................................... 8 2.3.2 消费者....................................................................................................................... 8 2.3.3 零售门店................................................................................................................... 9 2.3.4 厂商........................................................................................................................... 9 2.4 运营及盈利模式.............................................................................................................. 9 2.5 本章小结........................................................................................................................ 10 第三章 环境分析.................................................................................................................... 11 3.1 宏观环境........................................................................................................................ 11 3.1.1 政治法律环境......................................................................................................... 11 3.1.2 经济环境................................................................................................................. 11 3.1.3 社会及人口环境..................................................................................................... 12 3.1.4 技术环境................................................................................................................. 12 3.2 行业竞争环境分析........................................................................................................ 13IV 3.2.1 行业分析................................................................................................................. 13 3.2.2 潜在进入者的威胁................................................................................................. 16 3.2.3 替代品的威胁......................................................................................................... 17 3.2.4 供应商讨价还价能力............................................................................................. 17 3.2.5 购买者讨价还价能力.......................................