近年来IT互联网和软件产业在国内外发展迅速，使得IT软件市场也日益成熟和竞争 激烈，加上用户支付习惯逐渐成熟，诸多手机移动互联网应用发展也非常迅猛，因此， 针对传统软件平台网站的商业模式和盈利模式的转变等研究对软件产业来说越来越重 要，探索适合PC端软件平台商业模式成为当务之急，本商业计划书主要对x网站平台进 入移动互联网领域以及其他商业化相关部署和执行。 本计划书是通过对x软件平台P2D项目的分析和研究，提供给股东投资信息，同时也 是项目执行的计划纲要，并且论证投入一笔资金到该项目的可行性；同时该商业计划书 描述了x软件平台的背景、推广策略、市场分析、项目框架、财务计划以及风险分析， 明确了项目实施的计划和方法步骤，为项目的执行提供了执行纲要，具有指导作用。 在市场分析方面，本文运用PEST，SWOT及竞争分析等方法对本项目的内外部市场营 销环境进行阐述，例如国家行业政策，需求状况等。在竞争对手分析方面，本文对目前 较大的几个竞争对手进行了详细的分析，并利用SWOT模型分析了X软件平台网站的优势、 劣势、机会和威胁，通过市场分析制定了“P2D”项目的盈利模式和市场战略，最后对项 目经济效益和投资收益、风险控制等进行重点阐述。通过本文的研究表明，本项目具有 较强的盈利能力，前景乐观。 关键词，软件平台；商业计划书；网站II Abstract In recent years ,IT on the Internet and the software industry at home and abroad has developed rapidly, in the face of increasingly mature and competitive IT software market, as well as the gradually mature of users’ paying habits, all kinds of mobile Internet applications under the premise of developing rapidly, in view of the traditional software platform website and explore the transformation of business model and profit model for the software industry, which become more and more important. In order to explore suitable for PC software platform, business model become a top priority, the business plan is mainly for x website platform setpping into the field of mobile Internet and other commercial related deployment and execution, which named ‘P2D project’. This plan is based on the analysis of x software platform P2D project and research, provide shareholder investment information,and it is also the project execution plan outline, argument into a sum of money to the project's feasibility.At the same time the business plan describes the background of x software platform, the promotion strategy, market analysis, project framework, financial planning and risk analysis, It makes us clear about the project implementation plans and procedures, to perform provides an outline of the project as a guide book. In terms of market analysis, this paper uses the PEST, SWOT and competitive analysis methods such as light on the internal and external marketing environment of the project, such as national industry policy, demand. In competitor analysis, in this paper, the current large few competitors are analyzed in detail, and making use of the SWOT model analysis of X software platform website strengths, weaknesses, opportunities and threats, and got the conclusion of this project belongs to the ‘SO’ combination, By the analysis of the market made the profit model of P2D project and market strategy, and finally to the project economic benefits and return on investment, risk control and ‘SO’ on are emphatically expounded. After studing this article, we can see that the project has strong profitability and very wonderful outlook. Keywords: Software Platform; Business Plan; WebsiteIII 目 录 摘要...........................................................................................................................................I Abstract ......................................................................................................................................II 第一章 绪论..............................................................................................................................1 1.1 研究的背景和意义.......................................................................................................... 1 1.1.1 研究的背景.............................................................................................................. 1 1.1.2 目的与意义.............................................................................................................. 3 1.2 文献综述.......................................................................................................................... 4 1.2.1 网络平台的概念...................................................................................................... 4 1.2.2 国内软件行业发展.................................................................................................. 4 1.2.3 国内外平台研究热点.............................................................................................. 5 1.3 研究内容 ......................................................................................................................... 6 1.3.1 研究内容与方法....................................................................................................... 6 1.3.2 创新之处................................................................................................................... 6 1.3.3 报告结构.................................................................................................................. 7 第二章 项目概述......................................................................................................................9 2.1 X 平台及其商业模式简介............................................................................................ 9 2.2 平台产品和服务.......................................................................................................... 13 2.2.1 基于 Html5 技术的新平台.................................................................................. 13 2.2.2 目标用户................................................................................................................ 15 2.3 项目前景 ....................................................................................................................... 15 2.3.1 App 开发者集聚地 .............................................................................................. 15 2.3.2 开软件付费下载先河.......................................................................................... 16 2.3.3 权威的认证和测评.............................................................................................. 17 本章小结..............................................................................................................................17 第三章 x 软件平台市场分析.................................................................................................18 3.1 PEST 外部环境分析 ................................................................................................... 18 3.1.1 政治法律环境分析................................................................................................ 18 3.1.2 经济环境分析........................................................................................................ 18IV 3.1.3 社会文化因素........................................................................................................ 19 3.1.4 技术环境................................................................................................................ 19 3.1.5 PEST 小结 ........................................................................................................... 20 3.2 产业价值链分析.......................................................................................................... 20 3.2.1 研究价值和开发价值.......................................................................................... 20 3.2.2 推出价值和维护价值.......................................................................................... 21 3.2.3 x 平台价值链....................................................................................................... 21 3.3 竞争分析 ....................................................................................................................... 22 3.3.1 现有行业竞争者.................................