xxxxxxxx-生鲜O2O项目计划书目 录 一、项目概述..................................................1（一）项目背景................................................1（二）项目简介................................................1（三）项目建设规划............................................3（四）项目投资与经济效益分析..................................5二、项目背景..................................................6（一）项目建设的必要性........................................6（二）生鲜商品的种类与特点....................................6（三）xxxxxx生鲜进展社区O2O与垂直B2C连锁的 SWOT 分析..........8三、项目市场分析与定位.......................................11（一）生鲜消费分析...........................................11（二）市场竞争者分析.........................................13（三）项目定位...............................................17四、项目建设规划.............................................20（一）经营模式...............................................20（二）直营店建设.............................................20（三）生鲜基地规划...........................................22（四）生鲜物流体系规划.......................................22（五）直营店管理.............................................24五、人力资源配置.............................................27（一）组织结构...............................................27（二）人员配置...............................................29六、营销策略..................................................31（一）产品策略................................................31（二）价格策略................................................32（三）销售渠道................................................33（四）促销手段................................................33（五）形象工程策划............................................35七、投资估算与资金来源........................................36（一）投资估算依据............................................36（二）投资估算................................................3...
