美团商业计划书

美团商业计划书满团网商业计划书组长：***组员：***、***、***、***、***、**目录第一章1.11.21.31.4 摘要................................................................................................. .............. 3 项目策划背景.................................................................................................3 项目的介绍................................................................................................... .. 3 项目的盈利模式. (3)项目的市场定位 (3)1.51.61.7第二章2.12.22.3第三章3.13.23.3第四章4.1 4.2第五章5.1 5.2 5.3第六章6.1 6.2项目实施目标.................................................................................................4 项目的竞争情况 (4)项目的资金需求 (4)公司介绍................................................................................................. ....... 4 公司简介................................................................................................. ........ 4 公司发展战略..................................................................................................5 公司管理................................................................................................... ........ 5 市场分析................................................................................................. ....... 8 市场背景................................................................................................. ........ 8 竞争者................................................................................................. ........... 8 竞争策略................................................................................................. ........ 9 产品和服务................................................................................................... .. 7 产品服务及盈利. (7)产品及服务规划 (7)营销策略................................................................................................. ....... 9 营销目标定位..................................................................................................9 营销任务及SWOT分析................................................................................. 10 营销策略及促销策略..................................................................................... 10 经营风险与策略 (11)面临的困难和主要风险.................................................................................11 我们采取的策略.. (12)第一章摘要1.1 项目策划背景自从引入美国Groupon模式，团购网在中国疯狂增长。

短短半年时间国内些模式的团购网站便发展到了近2000家，这其中有行业巨头拉手、美团等。

这些网站增长如此之快，必然有其独到之处，但是这种模式不是都一定能成功的。

目前团购网众多，市场处于混乱，但是专业性团购网较少，故专业性团购网的商机是非常明显的。

我们的方案就是做到专业，开设团购网所用的资金不大，也就是低投入高回收。

团购网讲求的是价廉物美，方便快捷，更新速度快，让消费者每天都充满新鲜感和购买的欲望。

1.2 项目的介绍项目名称：满团网团购平台我们所提供的服务：前期主要为优惠券团购，中后期也做广告。

我们提供服务的过程中应该注意的各种因素：? 强化网站的品牌信誉度，并努力得到消费者认可。

? 引导一种新型的购物理念，并把这种理念做到推广。

? 要让客户相信我们，理解我们的理念，快速推广我们的项目。

1.3 项目的盈利模式? 以优惠券团购制胜，走量吸引客户。

? 商家返利，让客户在网站上投放广告、推广盈利。

? 通过网络营销等手段打开网站的客流量以后，吸引商家对本网站进行广告投资，实现虚拟资产的盈利。

1.4 项目的市场定位网站定位：专业优惠券团购网目标客户：商家：帮助他们推广品牌，做促销，拓宽他们的渠道。

消费者：中青年女性、具有团购习惯的家庭主妇1.5 项目实施目标? 前期目标：吸引商家，增强知名度，通过口碑建立初步品牌知名度。

? 中期目标：代理商家的推广与广告服务。

1.6 项目的竞争情况我们的直接竞争对手是：温州团、空中团、温尚团、拉手网、美团1.7 项目的资金需求经过初步预算，我公司建成需前期投入20万元，这部分资金主要采用资金筹集方法：? 公司成员自主筹集? 吸引风险投资第二章公司介绍2.1 公司简介公司名称：蓓蓓网络科技有限公司宗旨：为客户提供更为方便快捷、实惠的购物体验，为商家提供更为系统的宣传平台。

本公司是基于互联网的电子商务网站实体公司，以优惠券的团购为主，通过信息流、物流的整合为消费者提供购物便利。

主营范围：优惠券团购副营范围：通过对各实体商家资料的整合，商家可以自己提供团购信息，为他们免费提供宣传平台，以此吸引消费者，扩大网站流量，增加商家品牌力。

2.2 公司发展战略我公司的发展战略：网站建立-推广（建立信任度）-百度、贴吧等门户网站免费推广（扩大网站流量）-分销（扩大品牌知名度）1. 团购平台建立、各大引擎提交、完善网站内部构架，添加内容，初步SEO.2. 在免费引擎中全面推广，写软文，发帖子等，同时准备公司成立。

借大学生创业优惠条件，成立公司，并取得营业许可。

3. 公司寻找自己稳定的货源，代理商家广告。

4.优化资源配置，调整公司结构，在探索中寻求进一步创新，谋求更大发展实现盈利，网站品牌深入人心。

2.3 公司管理本公司由一个董事会和四个部门组成，具体情况如图2-2：图2-2各部门的主要职责为：? 董事会：管理和协调网站内部各部门之间的工作，制定公司运营方案和发展计划。

? 人事部：人员招聘、财务管理等（***）；? 技术部：负责网站建设、技术维护及公司整体运营，网站美工（***、***）? 市场部：负责市场开发及公关，信息收集（***、***）；? 营销部：营销策划、网络营销以及售后服务（***、**）；篇二：美团商业计划书MEITUAN BUSINESS PLAN班级：英语121组员：1231010 程涵1231015 纪鹏云1231018 董园园1231020 马雯1231027 雷金鹏Table of Contents1. EXECUTIVE SUMMARY2. COMPANY SUMMARY & MANAGEMENT3. PRODUCT OR SERVICE4. MARKET ANALYSIS5. MARKETING STRATEGY & FINANCIAL PLAN1. Executive Summary1.1 Company Overview:Meituan takes homonym for group once a day” in Chinese. Meituan was established on March 4, 2010. Meituan is earliest Chinese group-buying on the Internet. On the one hand, Meituan is a company that provides the most trustworthy, low discount and high quality service to customers. On the other hand, it is also helps the businesses of Meituan to find the most appropriate consumers and offer them the maximum benefits of the Internet marketing. Meituan is a combination of social media and e-commerce instead of the traditional old-fashioned e-commerce.1.2 Holdings: $12 million capital injection when Meituan founded, $50 million investment from Alibaba andHongshan. Ali will hold the group shares about 10% - 15%.In March 2014, for $300 million Cround of financing.1.3 Management: business is developing very fast and has a standardized modeling.①.No management or spontaneous management;②.Scientific management belongs to the modern enterprise management; ③.A fair, open and transparent way of management.1.4 Service: Meituan has just completed the development of $700 million in financing, which valued at $7 billion. Compared with other sites, Meituan is more close to the masses.it is inevitably leads to a lot of new entrants into the group-buying industry, and then there is competition in the industry. Meituanhas a good after-sales service, larger market share, excellent team and multi-channel marketing; it will survive in fierce competition.1.5 Market analysis: Meituan business coverage is wide,which means the more value of it in the market of natural. According to the definition of the market, buying is monopoly competition, but Meituan provides different services.1.6 Strategy implementation: Given the Meituan in a speed development time, so the choice of strategy can be a little aggressive. The group itself is an industry leader and maintains their industry leading position. So Meituanstrategy can be summarized as flexible composite, that is, through innovation to keep aggressive at the same time, maintain and leading position in the industry and the stability of the company.1.7 Financial plan: Meituan will be in a few big categories: hotels, movies, and continue to invest in such fields as take-away meals.2. Company Summary & ManagementMeituan has provided beneficial conditions for consumers to find the most trustworthy business,accompanying withultra-low discount but high quality service. For businesses to find the most appropriate consumers, for merchants to provide maximum benefits of Internet marketing.2.1The scale of MeituanThe sales amount of Meituan in July 2012 was more than 500 million yuan, the local service sales accounted for 95.14% of total sales.The sales number in August 2014 was over 4.5 billion yuan. By August, the monthly sales number of Meituan subsection including Beijing, Shenzhen, Shanghai, Guangzhou, Xian, Wuhan, Hangzhou, Chengdu reached RMB 100 million respectively.2.2 National operation centersMeituan will set a national operation center in the provincial capital of Hebei province --Shijiazhuang, the reporter learns from Shijiazhuang city business bureau that Meituan will build up a national operation centre in Jinshi industrialpark in Shijiazhuang. In the future, Shijiazhuang national operation will take over data processing, call center, service management, document edit, daily business operations and other functions. As soon as Shijiazhuang national operation centre opens, it will have a size of 3000 employees,which is expected to provide 5000 positions in five years and create output value of 100 billion yuan.2.3 Service system(a) Integrity is the foundation of Meituan, neither in the past nor in the future, will nobodycheat in the number of deals.(b)In the aspect of system and culture,Meituan teaches each employee to treat both merchants and customers sincerely.(c) Once the trading list is launched on Meituan, it cannot be changed so it prevents of the possibility of fraudulent numbers.(d) Meituan will establish the supervision committee. it will invite media, famous blogs and the Internet industryprofessionals as well as common netizens to join.(e) Since its inception on March 4, 2010, Meituan has been trying to provide a local service for consumer e-commerce. As the first group shopping which applied to join in the 12315 green satisfactions in the first place while developing itself.2.4 No anxiety after consumption(a) No consumption within 7 days, unconditional refund planMeituan promises that every consumer who has successful group shopping in Meituan application,if not use the consuming ticket in 7days due to some reasons, can call the web service to reflect, and if it accord with standard of refund, the nets will return the money to consumers in the first time.(b)consumption not satisfied, receive for free planMeituan adds the creative protection for consumers that if they are not satisfied with the service,they can receive the service for free,on the basic of not spending within 7 days, unconditional refund plan, which provides a more complete protection.(c)overdue consumption, immediate refund “planOn March 4, 2011, the first anniversary of the establishment of Meituanannoun ced overdue return” plan officially. Namely in the futureMeituan users with overdue consumption will receive a refund service. Before March 31, Meituan has returned 10milion yuan to the corresponding network users. The move in group-buying industry is the first time in the world. Utmost safeguard the interests of users, remove the trouble back at home of users.3. Product or Service3.1Meituanfocuses on the local service of group-buying,andbased on the satisfaction of consumer, in a word; the protection measures of consumer can be done very well.3.2 Meituan firstly found consumer protective systems of carefree group-buying ,it included you can get no conditional refund if dont consume group-buying ticket in one week if you feel unsatisfactory ,Meituan will pay it for you ;if your expired group-buying coupons dont be used , you would get unconditional refund . there are other favorable , and there is a suitable one for you .if consumers face with all of problem in the process of group-buying , Meituan will solve them .because the service quality of Meituan is very good , so Meituan get good reputation in the consumers , some old consumers will introduce many new consumers to Meituan. Therefore,Meituan have broad consumer market.3.3 When consumer buy something in the Meituan , the seller will be responsible for logistics , actually consumer also need to pay for a part of fee .and the way of logistic is that you will receive a unique network code when you have paid for it. Then when you arrive at the city that you want tolive,you can get corresponding commodity .theoretically ,it can save time and fee of logistic ,and it will made consumer more reassuring , so consumer will buy many products on the Meituan.3.4 over the several years, Meituan always insist on the management of the supreme statues of consumers, Meituanproduct is produced to meet the requirement of consumer,and it marketing and service structure is designed for the interest of consumer. Besides, Meituan can adopt reasonably consumer’s suggestion.3.5 Meituan faced with different consumers , then it would use different marketing means .for example , many consumer can use Meituan APP. Wherever you are , you can get everything that you want , so it is convenient .you should not get to some shop ,and products also can be taken to you hand.3.6Every day,Meituan often hold some favorable activities, you only use few money to buy some product. Actually, you enjoy a big discount.3.7Meituan can create consumer value,and they hope get the satisfaction and loyalty of consumer. Meanwhile, with the repaid development of economy,Meituan also consistently expand service scope, pioneer new consumption market. It can be getting more attention of consumer.3.8Meituan consumer value mainly get loyalty of consumer, it can protect篇三：美团网商业模式及经营策略分析美团网商业模式及经营策略分析摘要随着美国的Groupon团购网的疯狂崛起，全世界都掀起了模仿它的狂潮。