Requesting a career planning plan

1. Project content and implementation steps

The project content and implementation steps will be introduced one by one based on the following practical tasks.

Task 1: Propose product and service projects

To engage in e-commerce, you must first master the characteristics of e-commerce and its differences from traditional commerce, and understand the characteristics of domestic and foreign e-commerce. What are the current status and favorable conditions for development, and what are the main obstacles affecting development? China's Internet is developing rapidly. There are currently more than 100 million Internet users, making it the world's second largest Internet country. More than 20 million of them have purchased goods online, accounting for 20.7% of China's total Internet users. There is a huge demand for e-commerce. space.

According to the "CNNIC 2004 China Internet Hotspot Report", it was found that:

(1) The proportion of people with an average shopping amount of less than 500 yuan per time is as high as 87.2%, of which 39% of users are between 101 yuan and 500 yuan, 32.9% of users are between 50 yuan and 100 yuan, and only 15.3% are below 50 yuan, which is about twice the range of 501 yuan to 1,000 yuan.

(2) Among shopping netizens, more than 15% have purchased clothing and household items respectively, indicating that China’s B2C market has shifted from mainly books, periodicals, imaging products and computer digital products to a Diversified consumer market development. In addition, according to relevant media surveys, the top 10 product categories currently suitable for online sales are: jewelry, digital products, computers, mobile phones, clothing, men's products, adult products, cosmetics, health products, sports and travel products.

(3) In a survey of the reasons why netizens choose online shopping, nearly half of them chose "to purchase goods that are not available locally."

(4) A survey of netizens’ methods of purchasing target commodities shows that the general method is: “Search – Compare – Consult”.

(5) According to a survey of current payment methods on well-known domestic shopping websites, more than half of shopping netizens currently choose online payment methods.

The development of e-commerce in our country is still in the research and development stage. New business models, new products and services are still emerging, and industry representative companies, industry leaders, and even new wealthy figures are constantly emerging. . Immature industries are more conducive to entrepreneurs, especially now that e-commerce entrepreneurship technology services and government support are very mature. Although it is easy for people to do e-commerce nowadays, it often happens that individuals or companies fail to start and operate online businesses. This is exactly what is called the success of those who follow the trend, and the most important reason for failure is that they are too impatient, blindly chase the trend, and hastily. He mounted his horse without realizing what he was doing.

What should be done, what can and cannot be done in e-commerce, what is suitable for you to do, and how to do each stage, there is a lack of a scientific and feasible project plan.

In this task, we need to combine creative thinking with calm analysis. On the one hand, we must jump out of the traditional business concepts and the limitations of material commodities, understand e-commerce in a broad sense, and boldly develop new ones. The types of goods and services must have the courage to lead new trends; on the other hand, they must not be too whimsical, violate the inherent laws of e-commerce, and go beyond the objective needs of the current stage and the limitations of their own conditions. That is to say, we must not only achieve independent innovation, but also seek truth from facts.

The steps are as follows:

1. Choose products suitable for your business (target products)

Choose products (target products) suitable for your business to open a store The first step is also a critical step. Therefore, the first step is to search online through search engines for the latest relevant guidance information and analysis on online store operations.

2. Browse relevant e-commerce websites

You can log in to the China E-commerce Company Service Platform (NetMall) to learn relevant knowledge about building e-commerce websites. You can also choose to log in to Taobao, eBay, Alibaba and other websites to build a store. During the competition, NetMall will be used as the operating platform. Each student needs to build a store on this platform. It is recommended to work in groups of 2-4 people, but please note that business performance is based on If the headcount is evenly distributed, that is, if one person builds a store and the marketing performance is 350 yuan to pass, three people need to run 350*3=1050 yuan to be qualified.

3. Browse some shopping websites

Learn about the display methods and business strategies of e-commerce websites, and analyze the business opportunities of target products in the current e-commerce market. You can refer to the recommendations on NetMall Well-known domestic shopping websites, such as Xidan Shopping Network (igo5), Gome Electrical Appliances Network (gome), Taobao, eBay, Alibaba, etc.

Through the above steps, you can understand the specific forms of current e-commerce applications and some services for running successful online stores, so as to choose the main direction of your own business.

Task 2: Collect and organize relevant information

Developing a feasible plan must be based on the collection and organization of relevant information. The relevant knowledge and methods will be discussed in this article It is introduced in detail in Project 2. The emphasis here is:

(1) To make full use of network search tools and find useful information for yourself in the vast sea of ????the Internet, this requires mastering certain search methods and skills. , improve search efficiency, especially what keywords and search tools to use.

(2) The information collected must be complete and credible, and it must be clear which aspects of the information in the plan are representative and convincing. When collecting, the source of the information must be understood to eliminate false information.

(3) To analyze and mine the collected information, we must not only find useful information from clues, but also verify and verify the information.

(4) It is necessary to pay attention to the fact that economic information, especially e-commerce information, changes rapidly. It is necessary not only to find the development pattern from the comparison of historical data, but also to use the latest data to explain the current situation. . Only the plan written based on such information will be feasible.

The operation steps are as follows:

1. Investigate the supply and demand situation of goods or services

The main content is to analyze the situation on the premise of selecting the business direction. Products or services that are suitable for you; here you must consider not only market demand, but also the required technical conditions and your own interests, hobbies and familiarity, and try to give full play to your own strengths and advantages. Don’t blindly chase the wind, and don’t aim too high. The main method is to retrieve relevant network information, list possible goods and services, analyze them one by one, screen them layer by layer, and then make a comprehensive comparison.

2. Investigate the competition situation in the market

Perhaps the project you selected has many competitors. What can you learn from their methods and contents? What are the gaps? You will How big the market share is? To know yourself and the enemy, you need to understand the websites that are running similar projects, and you can also investigate and learn from the losers. The main method is to understand the market macro demand through some comprehensive websites and consulting agencies, and to investigate the operating status and competitive strength of opponents by browsing similar websites.

3. Analyze the development prospects

When analyzing the prospects, you should consider how much room for development the project you choose will have in the future. Is your project going to develop your brand into a high-quality product in the future? , or gradually increase the number of projects towards comprehensive development: whether to focus on gathering financial resources or absorbing popularity; whether to move from joining other people's malls to an independent website, or preparing to attract a certain degree of popularity; the acquisition of larger websites, both It is necessary to have a certain main direction of development and to be prepared for various emergencies.

Task 3: Design the overall plan and stage goals

Online entrepreneurship generally requires building its own business platform. You can choose the following methods:

(1) Register a domain name, purchase a server or rent space to establish a virtual host yourself, and be responsible for purchasing and selling the goods yourself, and buy and sell through online transactions.

Features: Establishing your own product sales website requires a certain amount of network technology and initial investment. The cost of publicity and promotion during the operation process is high, and it is suitable for long-term operations and larger-scale development needs.

(2) "Online franchising", profit sharing is achieved by leasing commercial storefronts in large online malls or selling goods from the parent website.

Features: You can take advantage of the popularity and credibility of well-known websites, requiring less investment, but relying more on the parent website and having poor operational flexibility, so it is suitable for initial operations and entrepreneurial training.

The process of online marketing is to promote your products through various channels. Marketing methods include: email marketing, search engine marketing, online advertising marketing, link exchange/ad exchange marketing, publishing website information marketing on newsgroups or forums, etc. No matter what method, there must be certain strategic goals.

The operation steps are as follows:

1. Construction or selection of network business platform

Tongzhan is a marketing platform that is responsible for introducing website services or services to customers. products, promote the website operator’s philosophy and carry out specific operations. Online operations require technology development, creative packaging, information integration, customer service, etc. Website platform construction includes: co-site column planning, co-site overall design and packaging, site function development, co-site information enrichment and other processes. If you develop it yourself, you should consider what kind of server, operating system, and database to use; if you join someone else's platform, you should also investigate whether the functions of the above software and hardware can meet your own business needs. The main method is to technically analyze the advantages and disadvantages of independent co-location, hosting, and virtual hosting, or to investigate the popularity, development trends, and operating characteristics of each public platform.

2. Determination of strategic goals in the business preparation stage

You can divide your operations into different stages such as medium-term, long-term, and short-term. Each stage has different strategic goals. Including online store size, capital investment, profit budget, business projects and business methods, etc. The start-up stage is generally more difficult. Don’t set your short-term goal expectations too high, and think more about the difficulties. When you have a certain foundation and strength, you should promptly consider the issue of developing a new level or starting a second business.

Long-term goals can consider whether the future direction is how to expand or refine, how to create new business opportunities, and even ways to transition.

3. Develop specific implementation steps and measures

In this step, it is how to formulate specific implementation plans based on strategic goals, especially for the most recent stage goals. Measures should be implemented in terms of time, personnel, methods, strategies, and techniques, and specific conditions must be fully considered to make the plan operable. You can learn from the establishment process of already operating online stores to understand the necessary policies and procedures, try to avoid duplication and ineffective work, and avoid detours.

Task 4: Write and organize a written report

The business plan is the soul of the entire entrepreneurial process. In addition to allowing entrepreneurs to clearly understand their entrepreneurial content and determine their entrepreneurial goals, it also Can also have the function of persuading others. For example, entrepreneurs can use a business plan to persuade others to join a joint venture, buy shares, or even obtain a startup fund from a bank or the government.

The content of the business plan should be as follows:

(1) Type of business: including the name of the business, the organizational form of the business, the project or the name of the main product, etc. It is the most basic content of starting a business.

(2) Fund planning: Funding refers to the source of funds for starting a business, which should include the ratio of personal and other investment amounts, bank loans, etc., which will affect the amount of shares and dividend distribution of the entire business. In addition, the distribution ratio of the total funds of the entire business plan should also be clearly recorded. If you want to apply for a loan with a business plan, you should also explain the specific purpose of the loan.

(3) Stage goals: Stage goals refer to short-term goals, medium-term goals and long-term goals after starting a business. They mainly allow entrepreneurs to understand the possibilities of their career development and the goals of each stage.

(4) Financial estimate: Detail the estimated income and estimated expenses. You should even list the estimated operating income and expenses for each of the first 3 or 5 years after the company is established. list. The main purpose of these estimates is to allow entrepreneurs to calculate profits and understand when they will break even.

(5) Marketing strategy: Marketing strategy includes understanding where the service market or product market is, where the sales methods and competitive conditions are, and the main purpose is to find out the positioning of the target market.

(6) Possible risk assessment: This project refers to the setbacks that entrepreneurs may suffer during the entrepreneurial process, such as: changes in the economic climate, too strong competitors, loss of customers, etc. These risks All will lead to entrepreneurial failure. Therefore, risk assessment may be an indispensable item in the business plan.

(7) Others: including motivation for starting a business, shareholder list, scheduled number of employees, management system and future prospects, etc.

A business plan can help entrepreneurs record many entrepreneurial contents and entrepreneurial ideas, and can help entrepreneurs plan a blueprint for success. If the entire business plan is detailed and clear, it will be useful to entrepreneurs or partners involved in the business. By speaking, it may be possible to achieve greater awareness, concentrate efforts, and help entrepreneurs move towards success.

The steps are as follows:

1. Draft the framework of the plan

The plan can have different purposes, whether to attract investment, obtain loans, or persuade Superior, seek cooperation, or provide information and prepare to join. Determine the main content according to the purpose of the plan, consider what the necessary content is, what the key points are, and do not omit them. At the same time, design the logical relationship and hierarchical structure. Collect some plans that are close to your goals and have excellent designs as a reference.

2. Write the detailed content of the plan

Write and process the plan in detail for the framework that has been determined. It is necessary to repeatedly refine the narrative method, professional concepts, and written expressions. , there is a clear meaning that the plan can be composed of a cover, table of contents, main text, appendices, etc. The sources cited must be credible. If the plan is long, there should be a brief summary.

3. Format the plan manuscript

Use word processing tools to format the plan. In addition to text, you can also have some charts.

2. Relevant knowledge

(1) Characteristics and advantages of online marketing

1. Broad business space

The development of network technology has enabled the market to break through space limitations . The Internet marketing market is facing an open and globalized market, from a local market restricted by geographical location in the past to a wide-ranging global market. Facing the Internet, which provides unlimited business opportunities, companies can actively join in and carry out global marketing activities.

2. All-weather operating hours

Virtual stores in the online market can provide services 24 hours a day and are open 365 days a year, which facilitates consumer purchases, especially It is more attractive to people who are usually busy at work and have no time to shop.

3. Storeless business model

Virtual stores in the online market only use the Internet as the media they use, without the need for storefronts or decorations. Displayed goods and service personnel, etc.

4. Low inventory management method

Virtual stores in the online market can place orders with manufacturers after receiving customer orders without having to display the goods for customers. To choose, just type the goods menu on the web page. Especially with the development of society, consumer demand in the online market is developing towards personalization, and there is no need to store goods. In this way, the store will not increase costs due to inventory.

5. Low-cost competitive strategy

Because ordinary stores need to pay store rent, decoration costs, electricity bills, business taxes and personnel management fees during the operation process, while the online market The virtual store on the Internet only needs to pay for the cost of setting up your own website and web pages, software and hardware fees, network usage fees and future maintenance fees. This greatly reduces the cost, and its selling price is generally lower than that of traditional stores, which is conducive to increasing the competitiveness of online merchants and the online market.

6. Streamlined marketing links

The development of network technology has made it possible to meet the personalized needs of consumers. Consumers have changed from passive reception to active participation, and customers do not have to wait. With the help of the enterprise, you can query the information about the products you need, place orders according to your own needs, and participate in the design, manufacturing and upgrading of products, which greatly simplifies the marketing process of the enterprise.

In short, the development from the traditional physical market to the online market is a qualitative leap. The online market has characteristics that the traditional market does not have, and these characteristics are the advantages of the online market.

(2) How to choose a network platform

The network platform is the carrier for e-commerce operations and is a factor that must be considered for online entrepreneurship. An ideal e-commerce platform should have the following basic characteristics: good brand image, simple and fast application procedures, stable back-end technology, fast and thoughtful customer service, complete payment system, necessary distribution services, and after-sales service guarantee measures, etc. . Of course, you also need to have the highest possible number of visits, complete online store maintenance and management, order management and other basic functions. Some can also provide some advanced services, such as online store promotion, online store visit traffic analysis, etc.

The construction of network sites can be divided into two types: one is to build the same site yourself; the other is to outsource the overall network service. If the enterprise you want to start is large-scale, has sufficient funds, and needs to communicate with the outside world a lot of information, it is ideal to choose to establish an independent enterprise network and access the Internet; if the enterprise does not exchange a lot of information with the outside world and has limited funds, it is better to choose Outsourcing the entire network service is ideal. There are also two options for outsourcing overall network services:

7. Virtual host

Virtual host is to run multiple sites on a physical server, and each site can serve customers Provides a variety of common services and runs independently of each other as if they were running on separate physical servers.

Since multiple virtual hosts share the resources of one real host, the server hardware of the virtual host service provider has relatively high performance, the communication lines are relatively smooth, and can achieve very high data transmission speeds. ; Provides users with a good external environment; users do not need to be responsible for machine hardware maintenance, software configuration, network monitoring, file backup, etc., and the hardware costs, network maintenance costs, and communication line costs borne by each user are greatly reduced.

8. Server hosting

Server hosting means renting an ISP rack location and establishing an enterprise Web service system. The enterprise host is placed in the ISP computer room, and the ISP assigns a P address and provides necessary maintenance work. This method does not require the enterprise to apply for a dedicated line and build a complex network environment.

Nowadays, many large websites have established e-commerce platforms, specifically providing space for some small and medium-sized enterprises to open online stores and providing corresponding services. It is a good choice for early-stage online entrepreneurship. Choosing such a platform is equivalent to renting a counter in a shopping mall. The performance of the platform depends to a large extent on factors such as the mall's popularity, passenger flow, and service level. Therefore, it is crucial to choose a website platform with complete functions, convenient management, and high traffic volume.

(3) Strategic goals of Internet marketing

The strategic goals of Internet marketing refer to determining the expected goals to be achieved after launching Internet marketing, formulating corresponding steps, and organizing relevant departments and personnel participation. Generally, the following types of Internet marketing goals are mainly considered:

1. Sales-type Internet marketing goals

Sales-type Internet marketing goals refer to companies that use the interactivity of the Internet to expand online sales. , directness, real-time and globality provide customers with a convenient and fast online point of sale. Currently, many traditional retail stores have online sales points, such as the online sales site of Beijing Book Building.

2. The goal of service-oriented Internet marketing

The goal of service-oriented Internet marketing is mainly to provide online services to customers. Customers can use online service personnel to provide long-distance consultation and after-sales service. Currently, most information technology companies have established such sites.

3. Brand-based online marketing goals

The main goals of brand-based online marketing are to establish your own brand image online, strengthen direct contact and communication with customers, and build customer brand loyalty. degree, laying the foundation for the company's subsequent development and cooperating with the realization of the company's current marketing goals. Most sites currently fall into this category.

4. Enhanced Internet Marketing Objectives

Enhanced Internet Marketing Objectives mainly replace traditional marketing methods through Internet marketing, comprehensively reduce marketing expenses, improve marketing efficiency, improve marketing management and enhance the enterprise Competitiveness. Current Dell, Amazon, Haier and other sites belong to this type.

In addition, there are hybrid online marketing goals. This type of goal is to achieve the above goals at the same time, such as Amazon. Corn Company established an online bookstore as its main sales business site, and used it to create a world-famous website brand. It also used new marketing methods to enhance corporate competitiveness. It can be said that it is both a sales type and a brand type, and it is also an improvement. type.

(4) Internet Marketing Product Strategy

The key to the survival and development of an enterprise lies in whether the products it operates can meet the needs of consumers. Any company's product strategy must adapt to consumer needs and their development trends.

5. The concept of traditional marketing products

According to traditional concepts, products refer to some tangible labor products, such as clothing, furniture, televisions, etc. But from a marketing point of view, the marketing process is not just a process of selling products.

The marketing process is first of all a process of meeting customer needs, and customer needs are multifaceted, including not only physical and material needs, but also psychological and spiritual needs. Therefore, the marketing product should be a product as a whole, including three levels: core products, tangible products and additional products (extended products), as shown in Figure 2.

Since online marketing is to carry out marketing activities in online virtual markets to achieve corporate marketing goals, facing online virtual markets that are different from traditional markets, some unique demand characteristics of online consumers must be met. Therefore, the connotation of online marketing products is somewhat different from that of traditional products. The main reason is that the levels of online products are greatly expanded compared to those of traditional marketing products.