College students online shop business plan _ college students online shop business plan model essay

Nowadays, online shop entrepreneurship has become a craze sweeping the network. So, I followed suit and collected a business plan for college students' online stores that won the grand prize in the National Business Plan Competition. I hope you like reading this college student online shop business plan.

The first part of college students' online shop business plan

First, the online shop planning

1. 1 product positioning

Main products: daily necessities and sporting goods.

On the university campus, the business plan of our online shop was investigated in the early stage, mainly to investigate the daily shopping habits and economic affordability of college students. According to the results of market research and the actual situation, we chose daily necessities and sporting goods as the main commodities. Among the daily necessities, we chose Danzi. Danzi quickly caught the hearts of young people with its low price and high quality, which is very consistent with our target consumer groups, so we chose Danzi.

1.2 price positioning

Considering the affordability of college students, we mainly focus on middle and low-grade goods. At first, we used low-price strategy to attract customers, focusing on small profits but quick turnover; In the middle and later period, after the brand and reputation of the enterprise are stable, the price will be appropriately adjusted according to the market and operating costs, but the quality level will not decline to ensure the sustainable operation of our company.

According to the consumption power of target customers, online stores adopt the following two different pricing strategies.

Low-price promotion strategy: in order to attract customers with prices, most products in the store have relatively low prices to ensure an advantage in the network price war.

L premium pricing strategy: mainly for some high-end goods, and guide high consumption with quality services.

In order to accumulate popularity, we chose several products as spike and group purchase products, with almost zero profit and remarkable promotion effect.

1.3 customer orientation

The initial customer groups of online stores are mainly college students.

College students' consumption behavior has the characteristics of diversified structure, catching up with fashion trends, large consumption gap and strong stages, and their purchase behavior is easy to occur, and the price of products is the decisive factor in the purchase behavior.

In the online shop marketing activities, we will focus on college students, young office workers and white-collar workers to provide customers with personalized services and products.

1.4 store style positioning

Shop decoration mainly reflects the youthful and lively atmosphere, which conforms to the characteristics of target consumer groups and can arouse their singing sense.

1.5 market prospect

With the popularization of computers, the development of network and e-commerce, online shopping attracts more and more consumers to participate in online shopping because of its convenient, fast, cross-time and cross-regional characteristics. These characteristics of online shopping are very consistent with the lifestyle of modern young people and have a great encouraging effect on the development of online stores. The current e-commerce environment has been greatly improved, and both law and security are enough to convince consumers of e-commerce.

Two. Market and feasibility analysis

2. 1 customer analysis:

Our main customers are college students.

According to the survey, the characteristics of the target audience are as follows:

Have obvious curiosity, have convergence in consumption, and listen to the introduction of classmates or friends to produce purchase behavior.

The purchase behavior is basically emotional, but due to the influence of their own economic income, the purchase behavior is rational, and generally they choose goods with lower prices but strong romantic colors.

Without a fixed buying pattern, buying behavior is often random.

Strong ability to accept and absorb new things, pursuing fashion and advocating individuality.

The factors that affect the purchase of products are: price, variety, packaging, service, etc.

The purchase behavior is very festive, generally focusing on Teacher's Day, Valentine's Day, Christmas and friends' birthdays.

Carry out differentiated marketing activities and provide products and services according to their respective characteristics.

2.2 Competition analysis

According to the data just surveyed on Taobao and Alibaba, there are currently 209 online stores selling sporting goods on Taobao, 587 online stores selling Danzi cosmetics, 65,438 online stores selling sporting goods on Alibaba and 90 online stores selling Danzi cosmetics. The word-of-mouth of stores on Taobao is shown in the following table:

Among them, the main situation of Crown cosmetic shops is as follows:

Price characteristics of main products sold by cosmetics store reputation (yuan)

Hui Yuan Fang Si Guan is suitable for Herbal Medicine, Danzi, Nature Hall and Youlai 20- 100. They are very familiar with makeup knowledge and have special beauty consultants.

Sell three beautiful crowns: Natural Hall, Danzi, Appropriate Herbs, Adele 0-200. The complex decoration can give a professional first impression.

Blue Sunday Sanguan Nature Hall, Mentholatum, Danzi and Mei Ting 0-400 all have many products, which are cheap and more selective for consumers.

Amy's two brands, Danzi, Wen Biquan, Ji Chun, Fang Yimei, and men's series, have more comprehensive products.

2.3SWOT analysis

(A) Advantages

1. Strong support from the school.

Our school actively responds to the policy of "the state encourages students to start their own businesses". In order to provide a platform for students majoring in e-commerce and improve their practical operation ability, the college has given strong support in terms of manpower, material resources and financial resources in this national network entrepreneurship competition. The "Everyday Sports" online mall has received strong support from college leaders and professional teachers.

2. Fu You fully supports it. com。

Fu You. Com's entrepreneurial platform can not only provide a good network display platform, but also search for high-quality goods nationwide. The perfect logistics and payment system also makes online shopping worry-free. Fu You, so to speak. Com has minimized our risks and costs.

3. Good campus market environment.

Our target consumers are college students, so we should first base ourselves on the local area. There are eight universities in Wuhu with more than 98,000 students. They spend a lot on daily life and school supplies. At the same time, they like surfing the Internet and have certain time and conditions for surfing the Internet, which brings business opportunities to "daily exercise". Therefore, it is necessary to open the "Everyday Sports" online mall to seize the university market.

(2) Disadvantages

1. Lack of experience and low management level.

Due to the short establishment time and lack of experience in the operation and management of shopping malls, some problems in shopping malls have not been properly handled. At the same time, due to the limited talent and technical force in the construction of shopping malls, the construction and management of shopping malls are directly affected.

2. Low credibility and insufficient market development.

"Everyday Sports" online mall was established in the second half of 20 10. The establishment and operation time is short, at the same time, the website advertising is not strong enough, and the promotion activities and information are asymmetric, which leads to its low popularity and insufficient market development. Therefore, it is urgent to improve the credibility of online stores.

(3) Opportunities

1. The state encourages college students to start their own businesses.

In recent years, colleges and universities have continuously expanded their enrollment, and the number of graduates has greatly increased. Due to the impact of the economic crisis, the supply of graduates exceeds the demand, and the employment of college students has become a concern of the state. To this end, the state has issued a series of preferential policies and measures to support college students' entrepreneurship. "Everyday Sports" online mall is an entrepreneurial platform for students majoring in e-commerce in our school, which lays a solid foundation for future employment or entrepreneurship.

2. The school's vigorous advocacy.

Based on the concept of "cultivating students' professional ability as the standard", in order to improve the practical operation ability of students majoring in e-commerce and make them know and understand the market operation of e-commerce more clearly, the school funded the establishment of the "Everyday Sports" online mall. The support of the school makes the online shopping mall of "Everyday Sports" even more powerful.

3. College students are keen on online shopping.

With the further development of e-commerce, college students' enthusiasm for online shopping is getting higher and higher, and the online shopping market is further expanded, which provides an opportunity for us to establish an "everyday exercise" online mall.

(4) threats

1. Competition of similar websites.

At present, domestic large-scale online shopping platforms mainly include Taobao, Paipai and Yi Bei. They occupy the huge market of online shopping with their rich product categories, huge scale and high management level. Through investigation and analysis, among people who like online shopping, 95% and above will choose large websites such as Taobao. At the same time, the follow-up of some private online stores has set off an upsurge of online shopping competition, which has brought great pressure and challenges to the "Everyday Sports" online mall.

2. The competition of traditional stores.

There are large and small campus supermarkets and shops in Wuhu Eight Miles, and some large supermarkets (Century Lianhua, Wal-Mart and Auchan) have followed suit, eager to share a piece of the college student market. This also increases the competitive pressure of "daily exercise".

2.4 Feasibility analysis

Necessity of investment

According to the above customer analysis, industry analysis and competitiveness analysis, combined with the development trend of e-commerce in China and the state's support for college students' entrepreneurship, the online shop has a good investment environment and is suitable for investment.

technical feasibility

Relying on the technical platform provided by Fu You. And got the technical support from the teachers of the Department of Economics and Trade of Anhui Business Vocational and Technical College, Fu You Online Shop. Com has been established, and the establishment of the online shop is entirely up to us.

Organizational feasibility

The business plan has been completed, the organization has been established, and all five of us have rich experience in online store management. The training plan has been formulated, and Anhui Business Vocational and Technical College strongly supports it to ensure the smooth implementation of online stores.

economic viability

The online shop is located in Wuhu University Park, which is one of the dual cores of Wanjiang City Belt to undertake industrial transfer demonstration zone. The region has strong economic vitality, rapid development of e-commerce, large market capacity and high technology level. Network entrepreneurship can not only improve our comprehensive ability, but also reduce the pressure of employment and set an example for others. Online shop management can not only increase employment, but also serve as a base for college students' entrepreneurial practice, which has high economic and social benefits.

Social feasibility

At present, the state gives college students a lot of support in terms of policies and funds. Relevant departments in Anhui Province have formulated many preferential policies to support Anhui college students' entrepreneurship. Wuhu is applying to create a national-level innovative city and strongly encourages college students to start businesses; Anhui Business Vocational and Technical College gives some support and help to college students' entrepreneurship.

Three. Personnel and organizational structure

Efficient management and execution team is the key to the success of entrepreneurship. There are five people in our team. According to everyone's characteristics and abilities, we have the following division of labor:

General Manager/Human Resources Department (Gui Jianmin): Responsible for the overall work of the online shop. In charge of human resources department, responsible for improving the personnel system of online stores, training new employees, recruiting human resources and formulating salary system.

Marketing Department (Wang Guishan): responsible for the external advertising and image planning of online stores, enhancing the popularity of online stores, all businesses of online stores and other companies, and expanding new markets.

Customer Service Department (Shen Wenling): Responsible for mastering the inventory information of suppliers, managing the punctuality and service attitude of ordinary customer service personnel, supervising online trading operations and providing online consulting services.

Finance Department (Fang Ran): Responsible for recording the accounts of financial expenditure and income business of online stores, and reporting the status of liquidity and the profit and loss of online stores every month. And solve the payment problem in enterprise management.

Technology Department (Yu Xia): Responsible for the initial technical development of the website, the maintenance in the middle and later period, and the updating of the webpage content. And solve unexpected problems in website operation, such as hacker attacks.

Four. Marketing strategy and implementation plan

4. 1 marketing channel

According to the investigation and analysis, the marketing channels mainly include:

Direct selling by manufacturers/suppliers (online)

At present, online stores mainly use this marketing channel, which not only saves the storage cost and logistics cost of online stores, but also improves the trade efficiency. Customers generally trust manufacturers and big suppliers, deal with problems in a timely manner, and their reputation is guaranteed.