导　　师： 汪洋

学科专业： 1202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 服装行业被誉为永远的朝阳行业，童装市场又被称作是这个永远朝阳行业内最具增长潜力的细分行业，童装行业市场现正处于高速成长期。发展童装B2C业务具有明显的成本及渠道优势：网络渠道性价比高，既可以节省传统的渠道、店面及人员成本，又可以借助互联网将企业品牌渗透至更多的二三线城市，同时还可以与消费者分享渠道利润并了解用户实际需求。 本文是为广州淘童电子商务有限公司（以下简称“TT”公司）通过电子商务的形式运营淘童品牌童装（以下简称“TT”童装）而编写的商业计划书，公司计划打造一个综合的网上童装销售平台即淘童网平台（以下简称“TTW”平台），该平台包含官方网站淘童网以及在其他知名电子商务销售平台开设的淘童网店，以淘童网为主体。 TT公司充分利用广州童装的产业集群优势、上下游企业联盟优势而成立，具有很强的产品优势与人才优势；公司强势进入电子商务领域销售童装，打造一体化的网上综合童装商城，突破了传统童装销售渠道的红海，开拓了一片蓝海，具有天然的营销优势与渠道优势；项目全面覆盖0-16岁的婴幼童、中小童、大童，全面覆盖八大风格主题，具有差异化的垂直优势。 本论文综合应用战略、营销、运营、人力资源以及财务管理等学科的理论知识，全面规划了TT公司的发展方向及运作策略。本文对影响企业发展的内外部环境进行分析，并利用SWOT分析模型，选择了“集中化”的战略方向与“差异化”的营销模式。项目计划一次性筹资2000万，分三期建设，预计到第五年末销售额达到3亿元左右。项目高效整合内部经营团队、高效整合价值链，打造持久的运营优势。公司对TT童装品牌进行了梳理与定位，坚持走“文化立品”的品牌战略。本文还对项目未来经营期的财务数据进行了预测，对项目做了较为全面的财务分析，并对可能出现的风险做了评估，论证了本项目风险可控，是可行的。本商业计划书对于探索当下电子商务时代，我国童装B2C企业如何运用科学管理、差异化营销等手段做强做大具有重要的意义。 The apparel industry is known as the eternal sunrise industry, and children's clothingmarket has been called the most potential segment for growth within the industry. Thechildren's clothing industry, now is growing fast. The development of children's clothing B2Cbusiness has obvious cost and channel advantages. Network channels are Cost-effective, andstores and personnel costs can be saved. Network enterprises can make use of the Internet topenetration to the more affluent cities. The channel profit can also be shared with consumersand network enterprises can understand better the actual needs of users. This article is the business plan written for the Taotong child e-commerceCo.Ltd/(hereinafter referred to as 'TT' company/) to operate taotong brand children'sclothing/(hereinafter referred to as 'TT' Kids/) in the form of e-commerce.The company plansto build a comprehensive online children's clothing sales platform—the Taotong networkplatform /(hereinafter referred to as 'TTW' platform/). The platform contains the officialwebsite of taotong network and online taotong shops of other well-known e-commerce salesplatform,And the taotong network is the main part of 'TTW' platform. TT company make full use of the advantages of industrial clusters of Guangzhou Kids.The project has natural product and personnel advantages.TT company strongly enter into thesale's field of children's clothing,and create integrated online children's clothing store,breaking the traditional children's clothing sale's channel in the Red Sea, openning up a sea ofblue.TT Kids have a natural marketing advantage and channel advantages andcomprehensively cover from0to16years old children,and have a comprehensive coverage ofthe eight style theme, with the differentiatedly vertical advantage. There is the comprehensive application of strategy, marketing operations, humanresources and financial management in this arcticle. There is a comprehensive plan for theTT's direction of development and operational strategies. Accounting to internal and externalenvironment analysis, and SWOT analysis model,This project select the strategic direction ofthe 'centralization' and the marketing model of the ' differentiation '. We finance for theproject for20million one-time.The project will be built in three phases.The sale's amount ofthis project is expected to300million yuan at the end of the fifth year. The Project efficientlyintegrates the internal management team and external supply chain to build sustainableoperational advantage. TT company sticks to the brand strategy of 'cultural priority'. Theproject predict possible operations risk and financial data in the future, has a comprehensive financial analysis,and assess the possible risk. It is proved that this project is feasible. Thebusiness plan is of greate significance for the exploration of the present situation of electroniccommerce. Also It is of greate significance for China's children's clothing B2C businesseshow to use the scientific management and differentiated marketing to become bigger andstronger.

关 键 词： 童装 电子商务 商业计划书 集中化 差异化 价值链

分 类 号： [F426.86 F724.6 F722.1]

领　　域： [经济管理] [经济管理] [经济管理]