“谷鲜生”生鲜电商的创业方案策划

“谷鲜生”生鲜电商的创业方案策划(论文19000字)
摘要
生鲜电商新模式的出现，使农产品销售模式发生天差地别的改变，传统的生鲜销售模式受到巨大冲击。并且生鲜电商的市场规模，每年都在以惊人的速度扩大。电商行业的经营模式日新月异，业内人在不断的探索中绘制生鲜电商的蓝图。
本论文以“谷鲜生”店铺为研究案例，对生鲜创业从前期准备到中后期的实操进行一个详细的阐述，旨在形成一个对大学生生鲜创业有参考意义的方案。从淘宝的优劣势、生鲜电商创业存在的问题分析入手；然后参考相关文献中对生鲜电商创业的建议，选择合适的经营模式；紧接着筹划淘宝店铺的开设，包括产品定位、网店知识学习、前期预算的统计以及店铺装修；接下来就是营销推广，通过问卷调查的形式，分析调查数据制定推广方法；最后就是物流基础知识的补充。

关键词：生鲜创业  淘宝店铺  营销推广  物流
"GuFresh " E-commerce entrepreneurial plan
ABSTRACT
The emergence of a new model of fresh e-commerce has changed the agricultural sales model to a different one, and the traditional fresh sales model has been greatly impacted. And the market size of fresh e-commerce is expanding at an alarming rate every year. The business model of the e-commerce industry is changing with each passing day, and people in the industry are drawing a blueprint for fresh e-commerce in continuous exploration.
In this paper, the case of "GuFresh" shop is taken as a research case, and a detailed explanation is given to the actual operation of the fresh start-up business from the preliminary preparation to the middle and later stages. The aim is to form a plan with reference significance for freshman entrepreneurship. From the analysis of the advantages and disadvantages of Taobao and the problems existing in fresh e-commerce entrepreneurship; then refer to the suggestions in the relevant literature for fresh e-commerce entrepreneurs and select the appropriate business model; then plan the opening of Taobao stores, including product positioning, Store knowledge learning, budget statistics for the up-front period, and shop decoration; followed by marketing promotion, through the form of questionnaires, analysis of survey data to develop promotion methods; and finally, the basic knowledge of logistics.
Keywords: Fresh Startup；Taobao Store,；Marketing；Logistics
 
目  录
摘要    I
ABSTRACT    II
第一章绪论    1
1.1研究背景及意义    1
1.1.1研究背景    1
1.1.2研究意义    1
1.2研究内容与方法    1
1.2.1研究内容    1
1.2.2拟采取的研究方法    2
第二章文献综述    4
2.1生鲜创业的研究现状    4
2.2生鲜淘宝店铺的创建装修以及营销策略    4
2.3生鲜物流分析    4
2.4文献综合评述    5
第三章生鲜电商创业环境的分析    6
3.1生鲜电商的市场前景    6
3.2生鲜电商创业的SWOT分析    6
3.2.1优势    6
3.2.2劣势    7
3.2.3机遇    7
3.2.4威胁    7
3.3“谷鲜生”生鲜电商经营模式    8
3.3.1代销模式的特点    8
3.3.2自购自销模式介绍    8
3.3.3货源的选择    9
第四章淘宝店铺的创建与管理    10
4.1店铺创建的前期准备    10
4.1.1产品定位    10
4.1.2淘宝开店基础知识的学习    10
4.2淘宝生鲜店铺前期资金投入    12
4.2.1淘宝店铺基础服务费用    12
4.2.2店铺硬件设施费用    13
4.2.3进货款    14
4.2.4快递费用    14
4.3创建淘宝店铺    14
4.3.1开通淘宝店铺相关账号    14
4.3.2网店开张    15
4.4商品上架与订单流程    16
4.4.1商品的上架    16
4.4.2订单流程    21
4.5店铺装修提高流量转化    23
4.5.1装修前期的准备工作    23
4.5.2开通淘宝旺铺专业版和智能版    24
4.5.3PC端首页装修    24
4.5.4手机端首页装修    27
第五章“谷鲜生”物流模式分析    30
5.1供应商直邮    30
5.1.1阿里巴巴1688下单    30
5.1.2售后处理    30
5.2店铺发货    30
5.2.1包装技巧    30
5.2.2降低快递费用    31
5.2.3办理快递退赔    31
第六章“谷鲜生”营销推广    32
6.1“谷鲜生”站外推广    32
6.1.1微信订阅号推广    32
6.1.2新浪微博推广    33
6.1.3邮件推广    34
6.2 “谷鲜生”内部促销推广    34
6.2.1满就减优惠券    34
6.2.2建立淘宝群    35
参考文献    36
结束语    37
致谢    38