生鲜电商商业计划书组员：湛希迎、兔兔、雷鸣时间：20XX.11.19目录生鲜电商商业计划书......................................................1组员：湛希迎、兔兔、雷鸣................................................1时间：2015.11.19目录............................................1一、项目概述............................................................4（一）项目背景.........................................................4（二）项目简介.......................................................................4（三）项目建设规划..................................................................5（四）项目投资与经济效益分析..................................................6二、项目背景............................................................7（一）项目建设的必要性...........................................................7（二）生鲜商品的种类与特点.....................................................7（三）生鲜电商发展垂直B2C连锁的SWOT分析...........................9三、项目市场分析与定位.................................................12（一）生鲜消费分析................................................................12（二）市场竞争者分析............................................................14（三）项目定位......................................................................17四、项目建设规划.......................................................20（一）经营模式......................................................................20（二）直营店建设...................................................................20（三）生鲜基地规划................................................................22（四）生鲜物流体系规划.........................................................22（五）直营店管理...................................................................27五、人力资源配置.......................................................29（一）组织结构......................................................................29（二）人员配置......................................................................32六、营销策略...........................................................34（一）产品策略......................................................................34（二）价格策略......................................................................35（三）销售渠道......................................................................35（四）促销手段......................................................................36（五）形象工程策划................................................................37七、投资估算与资金来源.................................................38（一）投资估算依据................................................................38（二）投资估算......................................................................38（三）资金来源......................................................................38八、财务评价...........................................................40（一）财务评价依据................................................................40（二）营业收入、营业税金和附加估算......................................40（三）总成本费用及经营成本估算.............................................41（四）财务评价结论................................................................45九、风险分析及对策.....................................................46...