美团商业计划书

范文1:美团商业计划书

MEITUAN BUSINESS PLAN

班级:英语121组员:1231010程涵

1231015纪鹏云1231018董园园1231020马雯1231027雷金鹏

1Table of Contents 1. EXECUTIVE SUMMARY 2. COMPANY SUMMARY & MANAGEMENT 3. PRODUCT OR SERVICE 4. MARKET ANALYSIS 5. MARKETING STRATEGY & FINANCIAL PLAN

21. Executive Summary 1.1 Company Overview:Meituan takes homonym for "group once a day” in Chinese. Meituan was established on March 4,2010. Meituan is earliest Chinese group-buying on the Internet. On the one hand, Meituan is a company that provides the most trustworthy, low discount and high quality service to customers. On the other hand, it is also helps the businesses of Meituan to find the most appropriate consumers and offer them the maximum benefits of the Internet marketing. Meituan is a combination of social media and e-commerce instead of the traditional old-fashioned e-commerce.1.2 Holdings:$12 million capital injection when Meituan founded,$50 million investment from Alibaba and Hongshan. Ali will hold the group shares about 10%- 15%.In March 2014, for $300 million Cround of financing.1.3 Management: business is developing very fast and has a standardized modeling.①.No management or spontaneous management;

②.Scientific management belongs to the modern enterprise management;③.A fair, open and transparent way of management.1.4 Service: Meituan has just completed the development of $700 million in financing, which valued at $7 billion. Compared with other sites, Meituan is more close to the masses.it is inevitably leads to a lot of new entrants into the group-buying industry, and then there is competition in the industry. Meituanhas a good after-sales service, larger market share, excellent team and multi-channel marketing; it will survive in fierce competition.1.5 Market analysis: Meituan business coverage is wide, which means the more value of it in the market of natural. According to the definition of the market, buying is monopoly competition, but Meituan provides different services.1.6 Strategy implementation: Given the Meituan in a speed development time, so the choice of strategy can be a little aggressive. The group itself is an industry leader and maintains their industry leading position. So Meituanstrategy can be summarized as flexible composite, that is, through innovation to keep aggressive at the same time, maintain and leading position in the industry and the stability of the company.

1.7 Financial plan: Meituan will be in a few big categories: hotels, movies, and continue to invest in such fields as take-away meals.

2. Company Summary & Management Meituan has provided beneficial conditions for consumers to find the most trustworthy business,accompanying with ultra-low discount but high quality service. For businesses to find the most appropriate consumers, for merchants to provide maximum benefits of Internet marketing.2.1The scale of Meituan 3

The sales amount of Meituan in July 2012 was more than 500 million yuan, the local service sales accounted for 95.14% of total sales. The sales number in August 2014 was over 4.5 billion yuan. By August, the monthly sales number of Meituan subsection including Beijing, Shenzhen, Shanghai, Guangzhou, Xian, Wuhan, Hangzhou, Chengdu reached RMB 100 million respectively.2.2 National operation centers Meituan will set a national operation center in the provincial capital of Hebei province --Shijiazhuang, the reporter learns from Shijiazhuang city business bureau that Meituan will build up a national operation centre in Jinshi industrial park in Shijiazhuang. In the future, Shijiazhuang national operation will take over data processing, call center, service management, document edit, daily business operations and other functions. As soon as Shijiazhuang national operation centre opens, it will have a size of 3000 employees,which is expected to provide 5000 positions in five years and create output value of 100 billion yuan.2.3 Service system (a) Integrity is the foundation of Meituan, neither in the past nor in the future, will nobodycheat in the number of deals.(b)In the aspect of system and culture,Meituan teaches each employee to treat both merchants and customers sincerely.(c) Once the trading list is launched on Meituan, it cannot be changed so it prevents of the possibility of fraudulent numbers.(d) Meituan will establish "the supervision committee". it will invite media, famous blogs and the Internet industry professionals as well as common netizens to join.

(e) Since its inception on March 4,2010, Meituan has been trying to provide a local service for consumer e-commerce. As the first group shopping which applied to join in the 12315 green satisfactions in the first place while developing itself.2.4 No anxiety after consumption (a)"No consumption within 7 days, unconditional refund" plan Meituan promises that every consumer who has successful group shopping in Meituan application,if not use the consuming ticket in 7days due to some reasons, can call the web service to reflect, and if it accord with standard of refund, the nets will return the money to consumers in the first time.(b)"consumption not satisfied, receive for free" plan Meituan adds the creative protection for consumers that if they are not satisfied with the service,they can receive the service for free,on the basic of "not spending within 7 days, unconditional refund" plan, which provides a more complete protection.(c)"overdue consumption, immediate refund “plan

On March 4,2011, the first anniversary of the establishment of Meituanannounced "overdue return” plan officially. Namely in the future 4

Meituan users with overdue consumption will receive a refund service. Before March 31, Meituan has returned 10milion yuan to the corresponding network users. The move in group-buying industry is the first time in the world. Utmost safeguard the interests of users, remove the trouble back at home of users.3. Product or Service 3.1Meituanfocuses on the local service of group-buying,and based on the satisfaction of consumer, in a word; the protection measures of consumer can be done very well.

3.2 Meituan firstly found consumer protective systems of carefree group-buying ,it included you can get no conditional refund if don't consume group-buying ticket in one week if you feel unsatisfactory ,Meituan will pay it for you ;if your expired group-buying coupons don't be used , you would get unconditional refund . there are other favorable , and there is a suitable one for you .if consumers face with all of problem in the process of group-buying , Meituan will solve them .because the service quality of Meituan is very good , so Meituan get good reputation in the consumers , some old consumers will introduce many new consumers to Meituan. Therefore,Meituan have broad consumer market.3.3 When consumer buy something in the Meituan , the seller will be responsible for logistics , actually consumer also need to pay for a part of fee .and the way of logistic is that you will receive a unique network code when you have paid for it. Then when you arrive at the city that you want to live,you can get corresponding commodity .theoretically ,it can save time and fee of logistic ,and it will made consumer more reassuring , so consumer will buy many products on the Meituan.3.4 over the several years, Meituan always insist on the management of the supreme statues of consumers, Meituanproduct is produced to meet the requirement of consumer,and it marketing and service structure is designed for the interest of consumer. Besides, Meituan can adopt reasonably consumer’s suggestion.

3.5 Meituan faced with different consumers , then it would use different marketing means .for example , many consumer can use Meituan APP. Wherever you are , you can get everything that you want , so it is convenient .you should not get to some shop ,and products also can be taken to you hand.

3.6Every day,Meituan often hold some favorable activities, you only use few money to buy some product. Actually, you enjoy a big discount.

3.7Meituan can create consumer value,and they hope get the satisfaction and loyalty of consumer. Meanwhile, with the repaid development of economy,Meituan also consistently expand service scope, pioneer new consumption market. It can be getting more attention of consumer.

3.8Meituan consumer value mainly get loyalty of consumer, it can protect 5

the choice and convenience of consumer.4. Market analysis As Brain Wood said, if there is no competition, there is probably no market. There are several forms of network group-buying. Group-buying organized by sellers. The group’s biggest feature is the preferential price, with all the advantage of network shopping, such as saving time, saving money and saving energy.4.1.Market size and growth: As a popular development of group-buying network, the Meituan’s market size has reached at least 90 billion yuan, with its establishment for 5 years, the sales volume of Meituan has been rapidly increasing. It is reported that in the April of 2015, the whole trading volume has made a breakthrough for 8.4 billion. Compared with the last month, the chain growth has risen to 12%. According to such rate, the annual trade volume will be reached more than 130 billion.4.2. Industry performance: As a earliest established network at home, Meituan is also the strongest group-buying network in all aspects. First and foremost, Meituan is different from Groupon in their values. Meituan pursue that customers first and sellers second, however, Groupon puts the sellers first while customers second. What’s more, Meituan permits that there is no need to worry about your group-buying, in the other word; it means that group-buying is secured. It also has guarantee of the after-sale services. At the beginning it attached much attention on honesty, it has provide a good price , goods and good service for customers 4.3. Competitor analysis: It is unavoidable that the competition exists. And the competition comes from the same industry. Meituan’s competitors are a series of group-buying network like public comments on the net, the shake hand net, the full seat net, and the sticky rice net as well as love helping net., all of which are newly-born after the Meituan and their service also very attractive.4.4. SWOT Analysis: Advantage: Meituan is becoming more and more popular in the modern society. It has an excellent technical team and rich experience. Its products mostly are in service. Disadvantage: The way of spreading and investing is relatively narrow. The management of guests finance is not perfect. Opportunity: Group-buying in china has a large market. There are many customers in Meituan, and with the development of web internet, group-buying will come to 6

people’s life.

Threat: The group-buying market is in chaos, there are some incorrect management and policies. The profit model is simplex and the attractiveness to the finance is a little small.

5. Marketing Strategy & Financial Plan 5.1 Marketing strategy:5.1.1. Product strategy The purpose of Meituan is to find the most trusted business for consumers, to allow consumers to enjoy the lowest discount services every day and to find the most appropriate products for consumers. Meanwhile provides maximum 7

internet promotion for businessmen.5.1.2. Channel strategy Network group purchase is a kind of network marketing activities, is also a kind of service and marketing activities, because of service inseparability characteristics, so it is a generally direct channel strategy.5.1.3. Promotion strategy Now Meituan mostly uses lottery promotion, advertisement and Invite rebate.5.1.4. Personnel strategy Meituan pays more attention to the needs of high qualified personnel and also scientifically, systematically trains their staff, shortens the training period and improves the efficiency of office and training department. At the same time, Meituan treats fairly on the promotion of staff and plays a role in motivating the staff 5.2 Financial Plan 5.2.1. Opportunities and Risks Nowadays, we can see many opportunities for the development of team buying on the Internet. First, huge netizens provide a broad space for the development of team buying on the Internet. So Meituan has a broad prospect of market. Second, the continuous development of the Internet and the diversification of the online payment tools will give us a positive impetus to the development of Meituan. Now the popularity of Internet offers the opportunity to Meituan to expand user groups, each of the Internet users, especially office white-collar workers and university students groups are likely to become the net user groups of Meituan, together with the brand awareness and consumer satisfaction of Meituan can be counted on one’s fingers, then when people use the team buying on the Internet, people are likely to become Meituan users, which more than other competitors. The increasing diversity of Online payment tools will provide convenience for the future of group buying on the Internet, and can save the time and cost of the product, let consumers constantly to take part in group buying on the Internet at any time. By doing so also provides considerable convenience for consumers. Nowadays, mobile phone operators and manufacturers are cooperating in the development of mobile payment instruments, so in the future, diversification payment tool and mobile payment will continue to bring new vitality to the network groups. Last but not least, China's overall economic level and product diversification and the diversification of the consumers’ personalities offer chance to the development of team buying on the Internet. Thus consumers prefer to accept new consumption patterns of group buying on the Internet Meituan will have a bright future. We also face a lot of risks. First, the competition between group buying networks. The competition between e-commerce giant and group buying network. Second, the limitation of website management Regional . Lastly, merchant can’t give reliable guarantee to the quality of service and products.8

5.2.2. Financial projections First, Meituan will draw on a variety of intelligent terminal application and will accumulate the maximum of consumer users and large-scale operational network which can maximize the user groups of team buying on the Internet, as well as the promotion of commercial services, and form a virtuous cycle of business service chain. Second, about payment, we will use QR codes, sound waves and other means of payment. Thus we will no longer have to worry about preparing the cash in advance, don't have to worry about receiving counterfeit money, and also have real time control over sales. Lastly, we will restrain and guarantee the quality of service and create a transaction security.5.2.3. Forecasts All in all, we hope that we can have 10 billion Yuan loan. We are sure that we will have a good development. We will overcome the threat and find the good solution. Meituan is still in an initial stage, we have potential to develop, innovate and imitate. In the future; we will have a vertical business. This can improve Meituan firmly face uncertainty in the risk of the market. Then we will copy cat's movie model in more areas. Last, we will cooperate with online company and sell some products to the right businesses.9

范文2:美团商业计划书

篇一:美团网商业模式及经营策略分析美团网商业模式及经营策略分析摘要

随着美国的groupon团购网的疯狂崛起,全世界都掀起了模仿它的狂潮。美团网于2010年3月4号上线运营,是国内首家团购网站。它的上线,迅速引爆了团购行业在国内的发展,两年多,中国团购网站的数量达到了六千家之多,但是2013年以来团购热潮逐渐减缓,但美团网在独立团购网站所占市场份额仍为领头羊。

本论文首先介绍美团网的基本情况及其发展阶段,然后通过竞争环境、盈利模式及经营成本等分析其商业模式,再者通过美团的组织结构和发展战略等分析其经营策略,最后总结美团网的成功之处并提出改进性建议。

[关键字]美团网商业模式经营策略一、网站简介(1)概述

美团网(/)是中国大陆地区第一个精品团购形式的类groupon电子商务网站。由创办人王兴于2010年3月4日推出。其经营范围是网络购物,美团网每天推出一单精品消费,包括餐厅、酒吧、ktv、spa、美发店等,网友能够以低廉的价格进行团购并获得优惠。美团的宗旨是为消费者发现最值得信赖的商家同时让消费者享受超低折扣的优质服务。为商家找到最合适的消费者,给商家提供最大收益的互联网推广。美团网的页面继承了groupon的极简风格,一页之内涵盖了当日团购商品的所有重要信息,以及从外部站点链接过来的第三方评论。(2)主要发展阶段

2010年5月4日至2010年8月2日美团网上海站,武汉站,广州站陆续上线2011年5月份团购网站运营状况,美团网以83.53分的成绩获得第一!2011年07月13日阿里巴巴领投美团网5000万美金

2011年11月美团网11月份销售额超过2.5亿,占据市场17%的份额,第二次夺得行业第一。2011年12月17日单日销售额突破1000万2012年3月美团网单月销售额再创历史新高,突破3亿元大关达301,586,660元,率先开启团购行业3亿时代!二、商业模式分析

(一)美团网提供的产品及服务

1.提供团购产品信息,为客户提供其所需要的产品且大多为高折扣的产品。2.美团商家营销平台,作为供应商的一个广告渠道,为其的产品进行营销。3.开放api文档。4.美团联盟。

5.消费者保障服务。包括未消费随时退款、过期未消费无条件退款、极速退款、不满意就免单。

(二)企业竞争环境及竞争优势分析

波特五力模型可以反映了企业的竞争环境,了解行业之间的竞争状态。下面运用五力模型分析美团网的竞争环境。

1、竞争环境(波特五力模型)(1)供应商的议价能力

目前美团主要发展对象是知名度较小的小企业,组织团购可以为这些供应商聚集大量人气,带来更多消费,所以他们依赖性比较大,议价能力相对比较弱。因此,美团的议价能力相对比较强。

(2)购买者的议价能力

团购网站的买方是分散的个人或群体消费者,单个买方无法大批量购买,因此买方的议价能力比较弱。但团购的消费者大部分是因为商品超低价格折扣,若有更低折扣,他们就会转移到其他网站,所以总体看买方议价能力还是比较强的。(3)新进入者的威胁

团购是一个门槛较低的行业,没有资本,规模,人员甚至技术方面的门槛。所以跟风者众多,导致一年多就上演“千团大战”。但发展至今,行业利润普遍不到10%,品牌效应初显,用户价值体验和价值创造逐渐成为竞争的焦点,服务和创新没有做好的团购网站已经难以进入该行业竞争,所以潜在进入者的威胁比较小。

(4)替代品的威胁团购行业是新兴起的商业模式,行业发展还不成熟,而已经占据很大市场份额的那些知名b2b、b2c、c2c网站都是团购网站强有力的替代品。由于团购网站出售的产品或服务在其他电子商务网站也能比较容易搜到,所以团购网站的替代品生产商具有比较大的威胁,所以美团网要加强发展差异化服务。(5)同业竞争者的竞争程度

2010年3月,美团网引发了中国的团购热潮,据统计截止2013年上半年,全国团购网站累计共6218家。目前,国内各大团购网站存在不同程度的亏损,艾瑞预计未来能真正存活下来的独立团购网站将不超过3家,现在美团网的主要竞争对手还有拉手网、窝窝网、满座网等一系列优秀团购网,所以竞争还是比较激烈的。2、企业的竞争优势在众多的团购网站中,美团在速途研究院的2013年第二季度团购市场分析报告报告中排名第一位。相比其他团购网,美团网有以下优势:

(1)品牌优势。美团网是中国第一家团购网站,带动并引领了中国团购行业的发展;美团网拥有数百万的注册用户且保持持续高速增长;美团网创始人王兴在互联网界有着很高的知名度和美誉度。

(2)服务优势。多维度提升用户体验,提现消费者第一。美团网除了严格的商家审核之外,还投入千万元进行呼叫中心建设,同时率先推出“7天内未消费,无条件退款”、“消费不满意,美团就免单”和“过期未消费,一键退款”等一系列消费者保障计划。(3)资金优势。一直高居行业榜首的营业收入以及红杉资本的投资等使得美团网的实力越发的强大。

(4)运营经验丰富。美团网有着强大的商务洽谈团队,有着丰富的商业合作谈判经验。(5)100%物流掌控。美团网的物流方式是,客户付款后将收到一个唯一的美团网验证码,然后带着验证码到相应的城市购买,可以节省快递的时间与费用。(三)企业盈利模式分析目前,美团的盈利模式有以下四个方面:

1.佣金模式。美团网最主要的盈利模式,主要是通过出售团购商品,直接赚取中间的差价;或者是通过出售商品进行高百分比的抽成;或者通过协议帮商家做折扣促销,按照协议金额形成收入。

2.广告收入。客户在美团网上做广告,美团网由此收取广告费。

3.转介费模式。美团网直接将页面链接到产品所属公司,让产品所属公司获得更多被知晓的机会,甚至开发出更多潜在客户,因此美团网通过向该公司收取转介费用。4.活动回扣。商家在美团上做活动和展会时,美团会收取回扣,获得收入。(四)经营成本分析

对于目前中国的团购网站而言,其平均毛利率仅在8%左右,相对于groupon的30%50%毛利率而言简直小巫见大巫。由于团购网站的疯长,为了获得更多的用户,争夺市场份额,其广告的投入可谓一掷千金,可是其利润的增长却跟不上广告的投入以及运营的资本。美团网在此方面表现较具优势。其广告主要集中在搜索引擎的优化,投入的成本较少。其成本主要在其庞大的机构的运营、广告、市场的拓展。较大部分团购网站来讲,其拓展是理性的而且有次序的,很大程度降低了企业的成本。(五)目标客户分析

美团网的目标客户有两类:

第一类是消费者。18至40岁的有接受一定文化教育的中产或中产以上的阶层,主要是公司白领和在校学生,因为这部分人群具有强大的消费力,也是当今网民的主体。

第二类是商家。商家主要是所提供的产品边际成本较低,往往不会因为提供较低的折扣而亏损很大,而且希望通过此来起到宣传的效果的小企业。(六)业务流程的描述三、经营策略分析(一)发展战略

美团是独立团购网的领军企业,其在执行快速扩张的过程中,又要做好行业表率以及维持自己的行业领军地位。故美团战略可以概括为柔性综合,即通过创新保持进攻性的同时,维持美团在行业内的领先地位以及公司的稳定。1.通过创新创造差异化营销

创新主要从产品创新,技术创新,营销创新三方面出发。首先产品创新,产品形态的创新,建立自己的长尾团模式。第二,技术创新,结合现在较为流行的lbs业务,做一个基于地理位置的推荐。第三,营销创新,营销可以引入意向营销理念。2.融资扩大规模

团购网站的数量已经超过市场容量,而且发展至今网络团购行业势必面临整合,团购网站应该迅速融资扩大规模、加大营销投入。为了扩大融资,美团网可以主要采取上市、向海外投资者出售企业股权进行融资。3.通过并购以及合作保持领先

通过收购或者与区域性团购网站合作的方式,深挖区域化经营,增加服务站点,更重要的是往营销平台发展,扩大美团的品牌价值,以及给企业提供统一的流程管理,保持地方的竞争力。

4.完善服务增加竞争力。包括售后服务和物流服务。5.加强对商家的管理,提高商家服务质量和诚信度。(三)市场营销策略篇二:美团商业计划书 meituan business plan 班级:英语121组员:1231010程涵1231015纪鹏云1231018董园园1231020马雯1231027雷金鹏 table of contents 1. executive summary 3. product or service 4. market analysis 5. marketing strategy & financial plan 1. executive summary 1.2 holdings:$12 million capital injection when meituan founded,$50 million investment from alibaba and hongshan. ali will hold the group shares about 10%- 15%.inmarch 2014, for $300 million cround of financing.1.3 management: business is developing very fast and has a standardized modeling.①.no management or spontaneous management;②.scientific management belongs to the modern enterprise management;③.a fair, open and transparent way of management.1.7 financial plan: meituan will be in a few big categories: hotels, movies, and continue to invest in such fields as take-away meals.2.1the scale of meituanthe sales amount of meituan in july 2012 was more than 500 million yuan, the local service sales accounted for 95.14% of total sales. the sales number in august 2014 was over 4.5 billion yuan. by august, the monthly sales number of meituan subsection including beijing, shenzhen, shanghai, guangzhou, xian, wuhan, hangzhou, chengdu reached rmb 100 million respectively.2.2 national operation centers meituan will set a national operation center in the provincial capital of hebei province --shijiazhuang, the reporter learns from shijiazhuang city business bureau that meituan will build up a national operation centre in jinshi industrial park in shijiazhuang. in the future, shijiazhuang national operation will take over data processing, call center, service management, document edit, daily business operations and other functions. as soon as shijiazhuang national operation centre opens, it will have a size of 3000 employees,which is expected to provide 5000 positions in five years and create output value of 100 billion yuan.2.3 service system (a) integrity is the foundation of meituan, neither in the past nor in the future, will nobodycheat in the number of deals.(b)in the aspect of system and culture,meituan teaches each employee to treat both merchants and customers sincerely.(c) once the trading list is launched on meituan, it cannot be changed so it prevents of the possibility of fraudulent numbers.2.4 no anxiety after consumption (a) no consumption within 7 days, unconditional refund plan meituan promises that every consumer who has successful group shopping in meituan application,if not use the consuming ticket in 7days due to some reasons, can call the web service to reflect, and if it accord with standard of refund, the nets will return the money to consumers in the first time.(b)consumption not satisfied, receive for free plan on march 4,2011, the first anniversary of the establishment of meituanannounced overdue return” plan officially. namely in the futuremeituan users with overdue consumption will receive a refund service. before march 31, meituan has returned 10milion yuan to the corresponding network users. the move in group-buying industry is the first time in the world. utmost safeguard the interests of users, remove the trouble back at home of users.3. product or service 3.1meituanfocuses on the local service of group-buying,and based on the satisfaction of consumer, in a word; the protection measures of consumer can be done very well.3.2 meituan firstly found consumer protective systems of carefree group-buying ,it included you can get no conditional refund if dont consume group-buying ticketin one week if you feel unsatisfactory ,meituan will pay it for you ;if your expired group-buying coupons dont be used , you would get unconditional refund . there are other favorable , and there is a suitable one for you .if consumers face with all of problem in the process of group-buying , meituan will solve them .because the service quality of meituan is very good , so meituan get good reputation in the consumers , some old consumers will introduce many new consumers to meituan. therefore,meituan have broad consumer market.3.4 over the several years, meituan always insist on the management of the supreme statues of consumers, meituanproduct is produced to meet the requirement of consumer,and it marketing and service structure is designed for the interest of consumer. besides, meituan can adopt reasonably consumer’s suggestion.3.5 meituan faced with different consumers , then it would use different marketing means .for example , many consumer can use meituan app. wherever you are , you can get everything that you want , so it is convenient .you should not get to some shop ,and products also can be taken to you hand.3.6every day,meituan often hold some favorable activities, you only use few money to buy some product. actually, you enjoy a big discount.3.7meituan can create consumer value,and they hope get the satisfaction and loyalty of consumer. meanwhile, with the repaid development of economy,meituan also consistently expand service scope, pioneer new consumption market. it can be getting more attention of consumer.3.8meituan consumer value mainly get loyalty of consumer, it can protect篇三:满团网商业计划书满团网商业计划书

组长:***组员:***、***、***、***、***、**目录第一章1.11.21.31.4摘要...............................................................................................................3 项目策划背景.................................................................................................3 项目的介绍.....................................................................................................3 项目的盈利模式..............................................................................................3 项目的市场定位..............................................................................................3 1.51.61.7第二章2.12.22.3第三章3.13.23.3第四章4.14.2第五章5.15.25.3第六章6.16.2项目实施目标.................................................................................................4 项目的竞争情况..............................................................................................4 项目的资金需求..............................................................................................4 公司介绍........................................................................................................4 公司简介.........................................................................................................4 公司发展战略..................................................................................................5 公司管理...........................................................................................................5 市场分析........................................................................................................8 市场背景.........................................................................................................8 竞争者............................................................................................................8 竞争策略.........................................................................................................9 产品和服务.....................................................................................................7 产品服务及盈利..............................................................................................7 产品及服务规划..............................................................................................7 营销策略........................................................................................................9 营销目标定位..................................................................................................9 营销任务及swot分析.................................................................................10营销策略及促销策略.....................................................................................10经营风险与策略.............................................................................................11面临的困难和主要风险.................................................................................11我们采取的策略............................................................................................12第一章摘要1.1项目策划背景

自从引入美国groupon模式,团购网在中国疯狂增长。短短半年时间国内些模式的团购网站便发展到了近2000家,这其中有行业巨头拉手、美团等。这些网站增长如此之快,必然有其独到之处,但是这种模式不是都一定能成功的。目前团购网众多,市场处于混乱,但是专业性团购网较少,故专业性团购网的商机是非常明显的。我们的方案就是做到专业,开设团购网所用的资金不大,也就是低投入高回收。团购网讲求的是价廉物美,方便快捷,更新速度快,让消费者每天都充满新鲜感和购买的欲望。1.2项目的介绍

项目名称:满团网团购平台

我们所提供的服务:前期主要为优惠券团购,中后期也做广告。我们提供服务的过程中应该注意的各种因素:

?强化网站的品牌信誉度,并努力得到消费者认可。? 引导一种新型的购物理念,并把这种理念做到推广。

?要让客户相信我们,理解我们的理念,快速推广我们的项目。1.3项目的盈利模式

?以优惠券团购制胜,走量吸引客户。

?商家返利,让客户在网站上投放广告、推广盈利。

?通过网络营销等手段打开网站的客流量以后,吸引商家对本网站进行广告投资,实现虚拟资产的盈利。

1.4项目的市场定位

网站定位:专业优惠券团购网目标客户:

商家:帮助他们推广品牌,做促销,拓宽他们的渠道。消费者:中青年女性、具有团购习惯的家庭主妇1.5项目实施目标

?前期目标:吸引商家,增强知名度,通过口碑建立初步品牌知名度。? 中期目标:代理商家的推广与广告服务。1.6项目的竞争情况

我们的直接竞争对手是:温州团、空中团、温尚团、拉手网、美团1.7项目的资金需求

经过初步预算,我公司建成需前期投入20万元,这部分资金主要采用资金筹集方法:? 公司成员自主筹集? 吸引风险投资第二章公司介绍2.1公司简介

公司名称:蓓蓓网络科技有限公司

宗旨:为客户提供更为方便快捷、实惠的购物体验,为商家提供更为系统的宣传

平台。本公司是基于互联网的电子商务网站实体公司,以优惠券的团购为主,通过信息流、物流的整合为消费者提供购物便利。

主营范围:优惠券团购副营范围:通过对各实体商家资料的整合,商家可以自己提供团购信息,为他们免费提供宣传平台,以此吸引消费者,扩大网站流量,增加商家品牌力。2.2公司发展战略我公司的发展战略:

网站建立-推广(建立信任度)-百度、贴吧等门户网站免费推广(扩大网站流量)-分销(扩大品牌知名度)

1.团购平台建立、各大引擎提交、完善网站内部构架,添加内容,初步seo.2.在免费引擎中全面推广,写软文,发帖子等,同时准备公司成立。借大学生创业优惠条件,成立公司,并取得营业许可。

3.公司寻找自己稳定的货源,代理商家广告。

4.优化资源配置,调整公司结构,在探索中寻求进一步创新,谋求更大发展实现盈利,网站品牌深入人心。2.3公司管理

本公司由一个董事会和四个部门组成,具体情况如图2-2:图2-2各部门的主要职责为:

?董事会:管理和协调网站内部各部门之间的工作,制定公司运营方案和发展计划。

?人事部:人员招聘、财务管理等(***);

?技术部:负责网站建设、技术维护及公司整体运营,网站美工(***、***)? 市场部:负责市场开发及公关,信息收集(***、***);

?营销部:营销策划、网络营销以及售后服务(***、**);

范文3:美团点评商业市场拓展计划书

美团点评商业拓展计划书一、

项目团队介绍

河北天熙文化传媒有限公司成立于2013年,注册资金300万,立足于河北省石家庄市,主要业务有房地产市场公关主题活动、暖场活动、汽车巡展活动、开业庆典活动、模特经纪等,目前公司在职员工20人,市场销售人员15人,管理、内勤等5人,团队稳定,具有较强执行力。

法人:武英春,具有多次创业经验,目前名下经营两家公司,另外一家为喷绘、KT版、亚克力版等宣传物料制作、销售公司。

核心合伙人:张德文,具有多年营销策划经验,曾任职燕赵都市报地产传媒中心省级媒体从业经验,全程跟进、参与燕赵都市网房产频道的创立、运营;香港上市公司天山集团项目策划经理;对广告、互联网、市场策划推广有多年经验和洞擦力。二、

正定市场状况

正定县总人口46.7万人,县城城镇人口约15万人,县城距离石家庄市区约8km,餐饮业发达,正定城区大大小小餐饮店约1000家,城区品牌餐饮店有渝香辣婆婆、峨眉小镇、郝家排骨、马家鸡等。

目前正定县主要餐饮团购到店平台有:美团大众、百度糯米、支付宝口碑,在石家庄区域,百度糯米平台目前推广力度较大,线下路演活动较多;支付宝口碑凭借支付宝庞大流量入口,借助支付宝消费结算等也有市场向上趋势;从消费者角度来说,目前美团网为使用最高频次o2oAPP,市场竞争加剧三、

营销目标

成功代理一年内,相比较现有市场,市场份额、交易量、交易额均提高30%以上,成为石家庄县级代理业绩增长百分比第一名。四、

营销团队建设

目前正定县辖1个街道(城区街道)、4个镇(正定镇、诸福屯镇、新城铺镇、新安镇),5个乡(南牛乡、南楼乡、曲阳桥乡、西平乐乡、北早现乡),共10个镇级单位。

1.人员配置

每个乡镇(含城区)2名市场开拓、维护人员,后台人员2名、财务1名、美工1名。2.统一说辞培训

对市场开拓人员统一说辞,对美团业务、对美团团购用餐给商家带来业务增长、商家合作抗性等进行百问百答;培训上岗,说辞、百问百答考核通过后上岗,3.竞争机制

以月为单位,团队业务最后一名减发工资500元以月为单位,团队销冠奖励500元

对每名业务人员所辖区餐饮商家,开拓成功率2个月达到80%以上每名业务人员,要求每日拜访商家不低于5家,每日填写业务日报,填写日报要求商家地址、餐饮类别、主营业务、负责人电话等进行详细日报报备

每日组织早晚会,对开拓计划、开拓成果、合作抗性分析进行开会总结

4.业务时间规划

代理后,1-2周内,团队人员到位1个月内所有人员具有上岗条件

五、业务执行策略总原则:强地推、深执行、考核效果

1.重点餐饮机构先行

首先对重点餐饮机构进行开拓维护,打造区域样板餐饮商家,以优质餐饮商家业绩提升数据为支撑开拓其他餐饮商家2.对竞品平台合作商家进行优先扶持

对餐饮商家与百度糯米、支付宝口碑有业务合作的餐饮进行政策扶持、物料支持、活动策划、展示排序等进行重点扶持,对竞品团购平台进行直接打击3.活动策划

根据节日节点,举办线上餐饮活动周,对商家进行广告招商,重点推介,优惠券支持等4.渠道深化全覆盖

目前正定县辖区部分偏僻地段合作餐饮没有覆盖,将渠道深化,对辖区餐饮店进行全覆盖,保证使用终端消费者在美团网平台可以最方便的找到优惠就餐商家,别的平台没有覆盖的就是我们要做的,提升消费者体验

5.终端广告宣传,对合作餐饮店进行终端物料包装

餐饮店入口张贴美团主题“推、拉”提示牌

餐桌摆放美团宣传亚克力材质公益牌、就餐牌,如使用美团买单更优惠哦、美团网提示您节约粮食店内主要位置POP海报宣传6.学校、写字楼重点消费群体推广

目前正定县大学有2所,总在校学生约1万人,写字楼数量数座,学生群体、白领群体的朋友聚餐消费、情侣约会就餐消费占到餐饮业务80%左右,对此类消费者进行重点宣传。

学校巡展:以送优惠券、送礼品等形式让学生参与,培养学生使用习惯,扩大消费使用场景写字楼巡展:与学校巡展类似

河北天熙文化传媒有限公司

2016年12月22日