正版 电子商务“三创赛”的理论与实践 苗苗主编 电子工业出版社

1 章 走进赛道现场····················································································.1
1.1 “三创赛”的那些年（2009-2020 年）···············································.1
1.2 “三创赛”助你走上创新创业的赛道··················································.2
第 2 章 打开商业计划书 ················································································.4
2.1 什么是商业计划书············································································.4
2.1.1 商业计划书的概念·······································································.4
2.1.2 案例――Airbnb 的商业计划书························································.5
2.2 商业计划书的作用············································································.7
2.2.1 商业计划书的核心竞争力······························································.7
2.2.2 商业计划书与高校创业教育···························································.8
2.3 商业计划书的撰写············································································.8
第 3 章 启动商业执行···················································································.10
3.1 执行摘要·························································································.10
3.1.1 执行须知··················································································.10
3.1.2 项目执行··················································································.10
3.1.3 盈利模式··················································································.24
3.1.4 项目理念··················································································.26
3.2 项目案例――“启程”····································································.26
3.2.1 项目简介··················································································.26
3.2.2 启程项目背景············································································.27
3.2.3 挖掘项目亮点············································································.28
3.2.4 分析市场痛点············································································.29
3.2.5 确定目标市场············································································.31
3.2.6 规划产品服务············································································.31
3.2.7 打造项目团队············································································.32
3.2.8 做实营销策略············································································.34
3.2.9 构建盈利模式············································································.34
第 4 章 锤炼产品与服务 ···············································································.36
4.1 产品与服务概述·····························································.36
4.1.1 产品与服务介绍·········································································.36
4.1.2 产品与服务的核心功能································································.37
4.1.3 产品与服务的延伸功能································································.38
4.1.4 产品与服务的增值功能································································.38
4.2 “启程”的产品与服务······································································.38
4.2.1 “潮果”平台让水果重新启程 ························································.38
4.2.2 “潮果”产品不只“潮”那么简单 ··················································.39
4.2.3 水果好吃不停，服务永无止境·······················································.47
4.2.4 做产品玩品类，打造潮果优势·······················································.51
4.3 产品与服务――参赛常见问题与解答···············································.51
4.4 产品与服务――参赛项目演示文稿 ··················································.56
4.5 产品与服务――参赛路演及答辩技巧···············································.68
第 5 章 市场分析··························································································.70
5.1 市场分析工具··················································································.70
5.1.1 宏观（国内外）环境分析·····························································.70
5.1.2 中观（行业）环境分析································································.71
5.1.3 微观（企业）环境分析································································.72
5.2 “启程”的市场分析·········································································.73
5.2.1 市场情况··················································································.73
5.2.2 市场趋势··················································································.74
5.2.3 直播带货市场现状······································································.75
5.2.4 宏观市场分析············································································.75
5.3 市场分析――参赛常见问题与解答 ··················································.77
5.4 市场分析――参赛项目演示文稿······················································.78
5.5 市场分析――参赛路演及答辩技巧 ··················································.79
6 章 营销策略··························································································.81
6.1 营销策略思维··················································································.81
6.1.1 整合传播策略············································································.81
6.1.2 市场细分策略············································································.85
6.1.3 产品定位··················································································.87
6.1.4 市场定位··················································································.88
6.1.5 品牌定位··················································································.90
6.2 “启程”的营销策略·········································································.91
6.2.1 “启程”的营销战略 ····································································.91
6.2.2 “潮果”品类的线上营销策略 ························································.93
6.2.3 “潮果”品类的线下营销策略 ························································.97
6.3 营销策略――参赛常见问题与解答 ················································.100
6.4 营销策略――参赛项目演示文稿····················································.102
6.5 营销策略――参赛路演及答辩技巧 ················································.104
第 7 章 商业模式························································································.105
7.1 用“商业画布”描述商业模式 ·······················································.105
7.1.1 客户细分················································································.105
7.1.2 价值主张················································································.106
7.1.3 直接渠道和间接渠道·································································.107
7.1.4 客户关系················································································.108
7.1.5 收入来源················································································.109
7.1.6 核心资源··················································································110
7.1.7 关键业务··················································································111
7.1.8 重要合作··················································································111
7.1.9 成本结构··················································································112
7.2 “启程”的商业模式·········································································113
7.3 商业模式――参赛常见问题与解答 ··················································114
7.4 商业模式――参赛项目演示文稿······················································114
7.5 商业模式――参赛路演及答辩技巧 ··················································118
第 8 章 财务分析························································································.120
8.1 财务管理基本知识·········································································.120
8.1.1 三张会计报表··········································································.120
8.1.2 财务分析方法··········································································.120
8.1.3 财务分析指标··········································································.122
8.1.4 财务风险管理··········································································.123
8.2 “启程”的财务分析·······································································.126
8.2.1 年度销售数据··········································································.126
8.2.2 资产报酬················································································.127
8.2.3 资金结构与融资·······································································.127
8.2.4 未来两年财报预测····································································.128
8.3 财务分析――参赛常见问题与解答 ················································.130
8.4 财务分析――参赛项目演示文稿····················································.131
8.5 财务分析――参赛路演及答辩技巧 ················································.132
第 9 章 风险分析及对策 ·············································································.133
9.1 常见投资风险类型·········································································.133
9.1.1 股本结构················································································.133
9.1.2 资本进入················································································.133
9.1.3 资本退出················································································.134
9.1.4 投融资风险管理·······································································.136
9.2 “启程”的风险分析及对策·····························································.138
9.2.1 市场风险················································································.138
9.2.2 安全风险················································································.139
9.2.3 管理风险···············································

苗苗，博士，副教授，西南交通大学西南交通大学经济管理学院行为大数据研究院执行院长。全国万名优秀创新创业导师，四川省创新创业导师，成都市政府绩效考核特聘专家，全国电子商务专业指导委员会理事，美国宾州州立大学，乔治梅森大学访问学者。

站在参赛者的角度，再现了“三创赛”国家特等奖“启程”项目的创业之旅

从想法的萌生到一份合格商业计划书的完成，创业就是一个不断"升级打怪”的过程。 本书站在参赛者的角度，再现了"三创赛”国家特等奖"启程”项目的创业之旅，给想要 参赛的学生提供一份行动指南。 本书先详细介绍了"三创赛”的竞赛背景及宗旨；然后整理了商业计划书各个板块所 应用的理论知识和团队项目商业计划书全文，并在每个板块后总结了备赛的心得体会和路 演技巧，分析了比赛过程中的常见问题和解决方法；最后从团队建设和项目内容两方面为 读者排忧解惑。为配合讲解，本书还列举了大量生动实用的案例，以帮助读者深入领会。