近年来，中国企业在国内市场上受经济增速放缓、市场环境压力、劳动力成本上 升等因素影响, 同时也考虑到综合竞争力提升与深化品牌影响,并需跻身产业链高端环节 等因素, 我国企业近年来积极拓展和融入海外市场, 将采购、研发、生产、销售等业务 逐步全球化，可以说企业的全球化经营已成为必然趋势。另一方面，世界经济持续温 和复苏及欧美等发达国家较为宽松的货币政策影响，中国企业对海外业务的开拓热情 也逐步高涨，中国与美国、俄罗斯、德国及欧盟各国之间的经济合作进一步深化，“一 带一路”相关政策加快实施和落地，这些利好因素将帮助中国企业在较好的国际营商环 境中进一步开拓海外国际市场。 在中国企业进行出海的过程中，将会面对完全陌生的市场环境及营销模式。而在 海外市场营销策略中，数字广告营销是必不可少的组成部分。那么在中国企业以建立 业务全球化的出海浪潮中，如何为企业出海提供高效便利的出海营销服务及相关产品 成为巨大的挑战和机遇。 基于此背景，A公司开启了海外智能营销平台的项目。此商业计划书则是对该项 目进行研究与论证。首先，本商业计划书介绍了项目概况，并对产品原型的功能细节 及商业模式分析展开陈述和讨论；其次，通过使用PEST及SWOT工具对项目开展的 环境因素进行分析阐述；再次，通过运营管理与营销策略的分析，用以清晰产品及市 场定位及经营定位；之后，通过财务预测与分析章节，对项目开展进行财务数据测算 及可行性分析；最后，对项目可能面临的风险及对策展开论述，并给出相应的对策。 综上，通过以上论述与结论制定出一份切实可行的商业计划书，为A公司海外智 能营销平台项目作出投资决策，解决项目过程中可能出现的问题和风险，为海外智能 营销平台项目的开展与实施提供参考性意见。 关键词：数字营销平台；海外数字营销；商业计划书 II Abstract In recent years, with the continued moderate recovery of the world economy and the influence of looser monetary policies in developed countries such as Europe and the United States, Chinese companies ?enthusiasm for overseas business development has gradually increased, and economic cooperation between China and the United States, Russia, Germany and European Union countries The deepening of the “Belt and Road” related policies has accelerated the implementation and implementation. These favorable factors will help Chinese enterprises to further explore overseas international markets in a better international business environment. At the same time, after more than 30 years of sustained high growth, the domestic "demographic dividend" effect gradually subsided, and also faced with the arrival of the Lewis turning point, China's economic situation will enter a "new normal". In the domestic market, Chinese companies are affected by factors such as slowing economic growth, market environment pressures, and rising labor costs. At the same time, they have also taken into account factors such as comprehensive competitiveness improvement and deepening brand influence, and they need to be among the high-end links of the industrial chain. To actively expand and integrate into overseas markets, and gradually globalize procurement, R & D, production, sales and other businesses, it can be said that the global operation of enterprises has become an inevitable trend. In the process of going overseas, Chinese companies will face a completely strange market environment and marketing model. In overseas marketing strategies, digital advertising marketing is an indispensable component. Then, in the wave of Chinese enterprises going global to establish business globalization, how to provide enterprises with efficient and convenient overseas marketing services and related products has become a huge challenge and opportunity. Based on this background, Company A started the project of overseas intelligent marketing platform. This business plan is to research and demonstrate the project. First, this business plan introduces the project overview, and presents and discusses the functional details of the product prototype and business model analysis; second, the use of PEST and SWOT tools to analyze and explain the environmental factors of the project; again, through operation management And marketing strategy analysis to clear product and market positioning and business positioning; afterwards, through financial forecasting and analysis chapters, financial data calculation and feasibility analysis of project development; finally, the project may face risks and countermeasures And give corresponding countermeasures. III In summary, through the above discussion and conclusions, a practical business plan was formulated to make investment decisions for Company A ?s overseas intelligent marketing platform project, solve possible problems and risks in the project process, and develop overseas intelligent marketing platform projects. Provide reference opinions for implementation. Keywords: digital marketing platform; Overseas digital marketing; Business plan IV 目 录 摘要 .............. I Abstract ......... II 第一章 绪论 ... 1 1.1 研究背景与意义 ................. 1 1.2 文献综述 ............................. 2 1.3 研究内容与方法 ................. 6 1.3.1 研究目标与内容 .......... 6 1.3.2 拟采取的研究方法及研究路径 ................. 6 第二章 项目介绍 .......................... 8 2.1 A公司概况 ......................... 8 2.2 项目概况 ............................. 8 2.2.1 项目开展背景 .............. 8 2.2.2 项目概况 ...................... 9 2.2.3 项目特点 ...................... 9 2.2.4 产品原型功能概览 .... 10 2.2.5 数据中心 .................... 10 2.2.6 营销管理 .................... 11 2.2.7 创意中心 .................... 12 2.2.8 市场洞察 .................... 13 2.2.9 帮助中心 .................... 13 2.2.10 用户中心 .................. 14 2.3 项目团队简介 ................... 14 2.4 商业模式分析 ................... 15 2.5 本章小结 ........................... 17 第三章 项目环境分析 ................ 18 3.1 外部环境分析 ................... 18 3.1.1 政策环境 .................... 18 3.1.2 经济环境 .................... 18 3.1.3 社会坏境 .................... 21 V 3.1.4 技术环境 .................... 21 3.2 行业环境分析 ................... 22 3.2.1 行业环境分析 ............ 22 3.2.2 行业内现有竞争者 .... 22 3.2.3 供应商议价能力 ........ 22 3.2.4 消费者议价能力 ........ 23 3.2.5 潜在进入竞争者的威胁 ........................... 23 3.2.6 潜在替代品的威胁 .... 23 3.3 项目SWOT分析 .............. 23 3.3.1 优势分析 .................... 24 3.3.2 劣势分析 .................... 24 3.3.3 机会分析 .................... 24 3.3.4 威胁分析 .................... 25 3.3.5 竞争优势及战略选择 25 3.4 本章小结 ........................... 25 第四章 运营管理 ........................ 26 4.1 经营定位与经营目标 ....... 26 4.1.1 经营定位 .................... 26 4.1.2 经营目标 .................... 26 4.2 项目团队与组织 ............... 27 4.2.1 项目组织结构设置 .... 28 4.2.2 项目管理团队 ............ 29 4.2.3 项目人员规划 ............ 29 4.3 本章小结 ........................... 30 第五章 营销策略 ........................ 31 5.1 市场分析与定位 ............... 31 5.1.1 细分市场 .................... 31 5.1.2 目标市场 .................... 32 5.1.3 市场定位 .................... 33 5.2 营销策略 ........................... 33 VI 5.2.1 产品策略分析 ............ 33 5.2.2 价格策略分析 ............ 34 5.2.3 渠道策略 .................... 34 5.2.4 促销策略 .................... 36 5.2.5 人员策略 .................... 36 5.2.6 过程策略 .................... 36 5.2.7 有形展示策略 ............ 37 5.3 本章小结 ........................... 37 第六章 财务预测与分析 ............ 38 6.1 投资估算与财务分析 ....... 38 6.1.1 项目投资估算 ............ 38 6.1.2 经营收入预测 ............ 39 6.1.3 投资回收期分析 ........ 41 6.1.4 内部收益率分析 ........ 41 6.1.5 财务净现值 ................ 42 6.2 本章小结 ........................... 42 第七章 风险与对策分析 ............ 43 7.1 政策风险及对策 ............... 43 7.2 技术风险及对策 ............... 43 7.3 市场风险及对策 ............... 44 7.4 财务风险及对策 ............... 44 7.5 本章小结 ........................... 44 结 论 ............ 46