[正版图书]电子商务“三创赛”的理论与实践陈俏妤电子商务高等学校教材普通大众书管理书籍

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 产品与服务的核能································································.37
4.1.3 产品与服务的延能································································.38
4.1.4 产品与服务的增能································································.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 风险················································································.139
9.2.3 管理风险················································································.139
9.2.4 技术风险················································································.140
9.2.5 KOL 流失风险·········································································.140
9.2.6 财务风险················································································.141
9.3 风险分析及对策――参赛常见问题与解答······································.142
9.4 风险分析及对策――参赛项目演示文稿 ·········································.143
9.5 风险分析及对策――参赛路演及答辩技巧······································.143
第 10 章 项目进展···············································································.144
10.1 项目流程·····················································································.144
10.1.1 项目启动 ··············································································.145
10.1.2 项目规划 ··············································································.145
10.1.3 项目执行 ··············································································.145
10.1.4 项目控制 ··············································································.146
10.1.5 项目完成 ··············································································.146
10.2 “启程”的项目进展 ·····································································.147
10.3 项目进展――参赛常见问题与解答···············································.150
10.4 项目进展――参赛路演及答辩技巧···············································.151
第 11 章 未来展望······················································································.152
11.1 未来战略 ·····················································································.152
11.2 “启程”的未来展望 ·····································································.154
11.3 未来展望――参赛常见问题与解答···············································.155
11.4 未来展望――参赛路演及答辩技巧···············································.156
第 12 章 比赛期间容易遇到的问题 ·····························································.157
12.1 团队····························································································.157
12.1.1 队长职责 ··············································································.157
12.1.2 团队凝聚力 ···········································································.158
12.2 项目内容·····················································································.160
12.2.1 时间规划 ··············································································.160
12.2.2 头脑风暴 ··············································································.160
12.2.3 如何复盘 ··············································································.163
附录 A 关于比赛心态、压力等 ···································································.165
附录 B “三创赛”简介 ···············································································.166

从想法的萌生到一份合格商业计划书的完成，创业是一个不断"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"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；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。

第1章走进赛道现场

创新驱动是国家新时期经济发展的战略决策，2014年开始，创新创业已经成为社会的强音，创新人才更为国家所需。而全国大学生电子商务“创新、创意及创业”挑战赛（以下简称“三创赛”）的举办，吸引着大学生投身于火热的创新创业中去，创新创业已经成为当代大学校园内的热门话题。“三创赛”让在校大学生有更多的机会去追逐创新创业的话题，激活创业的初心与梦想。“三创赛”能够助力在校大学生们培养创新意识，构筑创意思维，拓屈创业能力，让他们成为符合国家发展需求的创新型人才。

全国大学生电子商务“创新、创意及创业”挑战赛由管，高等学校电子商务类专业教学指导委员会主办，多年来得到了、等的大力支持，为高等学校落实、《关于实施高等学校本科教学质量与教学改革工程的意见》，开展创新教育和实践教学改革，加强产学研之间的联系起到了积极的示范作用。该项赛事也是中国高等教育学会发布的“全国高校学科竞赛排行榜评估体系”中评估全国高校创新创业人才培养质量的重要指标之一，旨在激发大学生兴趣与潜能，培养大学生创新意识、创意思维、创业能力及团队协同实战精神的学科竞赛。

1.1“三创赛”的那些年（2009-2020年）

自2009年次举办“三创赛”起，参赛团队从届的1500多支团队，发展到第十届的65119支团队（如图1-1所示），其影响力在全国范围内越来越大，规模也越来越大几年，大学生创业团队在比赛中呈现的项目质量有大幅度提升，这些进入国赛的项目倾向于满足社会的现实需求，更加突出创新，更加体现创意，其中大部分项目团队己经成立了自己的公司，并处于运营阶段。

1.2“三创赛”助你走上创新创业的赛道

电子商务是一门专业学科，我国经济社会的发展对创新型电子商务人才培养提出了迫切的需求，“三创赛”为大学生理论联系实际、学以致用，强化网络交互能力、团队协作能力、项目组织开发能力等大学生创新创业素质培养，在实践中学习、在实战中成长，提供了施展才华的广阔空间。

1.提高创新意识

创新是世界发展的动力，也是一个民族的灵魂。提高学生的创新意识，培养学生们的创新思维是时代发展需要，是实现我国“科教兴国”的重要途径。“三创赛”一直秉持“创新、创意、创业”的要旨，为高校学子搭建一个将专业知识与社会实践相结合的平台，提供自由创造、自主运营的空间。相比其他的大学生创业类型比赛，“三创赛”为显著的特点在于它更加依托电子商务运营模式。“三创赛”平台可以大化激发学生们的创造力，也正是因为这样，才可以广泛地吸引大学生们参与，通过大赛将其专业知识与实践相结合，提升其创新意识和创业精神。

2.提高表达沟通能力

当代社会，良好的表达沟通能力已经成为一项必不可少的能力。石油大王洛克菲勒说：“假如人际沟通能力也是同糖或咖啡一样的商品的话，我愿意付出比太阳底下任何东西都珍贵的价格购买这种能力。”参赛选手在参与比赛的过程中必须与队友进行有效的沟通。队员们一开始组建团队，大多数情况下互相不够了解，在这种情况下，某一个队员即使有新颖的想法或不一样的观点，也需要通过合理的沟通方式传达给队友。这对参赛选手来说是一次的锻炼与磨砺。此外，“三创赛”历经校赛选拔、省赛选拔、国赛选拔，经过层层答辩，赛事规模越来越大，场合越来越正式，关注度越来越高，正好给了参赛选手一个循序渐进的过程，把他们逐步培养成为敢表达、能表达、会表达的大学生。参赛选手在经历这样一个过程后，其登台演讲、沟通表达能力都会有一个显著的提高。

3.养成制订计划的习惯

从比赛本身来说，“三创赛”持续的时间长，学生必须对项目的进展体的规划才能够按部班地按时完成。计划像一座桥，连接我们现在所处的位置和你想要去的地方。在制订计划后，要努力按照计划进行，而不能将其仅仅作为一个摆设。如果不执行，计划会成为空话，没有一点作用还耽误时间去制订；反之，如果能够按照计划一步一步地实现，哪怕遇到不可抗因素，通过不断克服困难也会日积月累达成终的目标。没有计划的人生杂乱无章，看似忙碌却是空缺的。“三创赛”教会学生做计划，养成做计划的习惯，对学生之后的发展具有重要的意义。

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站在参赛者的角度，再现了“三创赛”国家“启程”项目的创业之旅