第五届浙江省大学生电子商务竞赛作品名称：麦客大学生电子服务平台作品类别：综合类2010年4月9日目录第一章执行总结...........................................51.1公司概述...........................................................................................................51.2市场介绍...........................................................................................................61.3营销概述...........................................................................................................61.4投资与财务.......................................................................................................61.5组织与人力资源...............................................................................................7第二章项目背景...........................................82.1产业背景...........................................................................................................82.1.2产业环境................................................................................................82.1.2产业概述................................................................................................82.2政策背景...........................................................................................................92.3技术背景...........................................................................................................9第三章市场分析..........................................113.1目标市场.........................................................................................................113.2市场规模.........................................................................................................113.3市场结构.........................................................................................................123.4市场趋势与机会.............................................................................................123.5行业政策.........................................................................................................133.6调查问卷分析.................................................................................................13第四章、竞争分析.........................................164.1竞争影响力分析（波特五力模型分析）.....................................................164.2SWOT分析.....................................................................................................204.3竞争优势.........................................................................................................21第五章、公司战略.........................................235.1公司概述.........................................................................................................235.2发展战略.........................................................................................................235.2.1整体战略..............................................................................................235.2.2具体实践..............................................................................................245.2.3发展规划..............................................................................................245.2.4企业发展目标的实现..........................................................................275.3计划实施情况（营销成果）........................................................................
