1、愛窩自定義裝修在線愛窩自定義裝修在線1全國(guó)高校首屆全國(guó)高校首屆“創(chuàng)意創(chuàng)意創(chuàng)新創(chuàng)新創(chuàng)業(yè)創(chuàng)業(yè)”電子商務(wù)挑戰(zhàn)賽電子商務(wù)挑戰(zhàn)賽成果報(bào)告成果報(bào)告參賽題目：參賽題目：愛窩自定義裝修在線愛窩自定義裝修在線選題來(lái)源：選題來(lái)源：互聯(lián)網(wǎng)經(jīng)濟(jì)下的商業(yè)創(chuàng)新模式互聯(lián)網(wǎng)經(jīng)濟(jì)下的商業(yè)創(chuàng)新模式參賽隊(duì)名：參賽隊(duì)名：E網(wǎng)前沿網(wǎng)前沿參賽隊(duì)員：參賽隊(duì)員：馮紹娜、代昕、程慶蘭、樸玉花馮紹娜、代昕、程慶蘭、樸玉花輔導(dǎo)老師：輔導(dǎo)老師：李洪心李洪心隸屬學(xué)校：隸屬學(xué)校：東北財(cái)經(jīng)大學(xué)東北

2、財(cái)經(jīng)大學(xué)愛窩自定義裝修在線愛窩自定義裝修在線3“愛窩自定義裝修在線愛窩自定義裝修在線”項(xiàng)目策劃書項(xiàng)目策劃書第一部分第一部分環(huán)境分析環(huán)境分析................................................................................5一、一、外部環(huán)境分析外部環(huán)境分析.............................................5（一）（一）家居

3、裝修市場(chǎng)分析家居裝修市場(chǎng)分析...........................................................................................5（二）（二）波特行業(yè)市場(chǎng)結(jié)構(gòu)分析模型波特行業(yè)市場(chǎng)結(jié)構(gòu)分析模型...........................................................................6（三）（三）家居

4、裝修未來(lái)環(huán)境狀況的預(yù)測(cè)家居裝修未來(lái)環(huán)境狀況的預(yù)測(cè).......................................................................8二、二、內(nèi)部環(huán)境分析內(nèi)部環(huán)境分析.............................................9（一）（一）人力資源及專業(yè)技能人力資源及專業(yè)技能......................................

5、.................................................9（二）（二）運(yùn)作資金運(yùn)作資金.........................................................................................................10（三）（三）硬件設(shè)施硬件設(shè)施...................................

6、......................................................................10（四）（四）組織行為能力及團(tuán)隊(duì)素質(zhì)組織行為能力及團(tuán)隊(duì)素質(zhì).............................................................................10（五）（五）各個(gè)競(jìng)爭(zhēng)階段的導(dǎo)向各個(gè)競(jìng)爭(zhēng)階段的導(dǎo)向.................

7、....................................................................10三、三、消費(fèi)者分析消費(fèi)者分析..............................................11四、四、SWOTSWOT模型分析模型分析............................................121、優(yōu)勢(shì)優(yōu)勢(shì)................

8、......................................................................................................132、弱勢(shì)弱勢(shì)..............................................................................................................

9、........133、機(jī)會(huì)機(jī)會(huì)......................................................................................................................144、威脅威脅..............................................................................

10、........................................14第二部分第二部分項(xiàng)目介紹項(xiàng)目介紹..............................................................................1515五、五、項(xiàng)目效果圖..............................................15六、六、項(xiàng)目目項(xiàng)目目標(biāo)............

11、....................................20七、七、項(xiàng)目構(gòu)成項(xiàng)目構(gòu)成................................................21（一）（一）項(xiàng)目的體系結(jié)構(gòu)項(xiàng)目的體系結(jié)構(gòu).............................................................................................21（二）（二

12、）系統(tǒng)各層次構(gòu)成、作用系統(tǒng)各層次構(gòu)成、作用.................................................................................25（三）（三）數(shù)據(jù)庫(kù)設(shè)計(jì)數(shù)據(jù)庫(kù)設(shè)計(jì)....................................................................................................

13、.27（四）（四）應(yīng)用支持平臺(tái)應(yīng)用支持平臺(tái).................................................................................................28八、八、業(yè)務(wù)流程及支付方案業(yè)務(wù)流程及支付方案......................................28（一）業(yè)務(wù)流程：業(yè)務(wù)流程：.........................

14、............................................................................28（二）支付方案支付方案.........................................................................................................30第三部分第三部分市場(chǎng)營(yíng)銷市場(chǎng)營(yíng)銷........

15、......................................................................3232九、九、市場(chǎng)策劃市場(chǎng)策劃................................................32（一）市場(chǎng)調(diào)研市場(chǎng)調(diào)研.........................................................................

16、................................32（二）市場(chǎng)定位市場(chǎng)定位.........................................................................................................34（三）市場(chǎng)計(jì)劃市場(chǎng)計(jì)劃.........................................................

17、................................................40（四）市場(chǎng)開發(fā)策略市場(chǎng)開發(fā)策略.................................................................................................42（五）品牌策略品牌策略.............................................