互联网+生鲜电子商务项目策划书目录一、项目概述.......................................................................................................................1（一）项目背景...................................................................................................................1（二）项目简介...................................................................................................................1（三）项目建设规划...........................................................................................................2（四）项目投资与经济效益分析.......................................................................................4二、项目背景.......................................................................................................................5（一）项目建设的必要性...................................................................................................5（二）生鲜商品的种类与特点...........................................................................................8（三）互联网+XX生鲜发展垂直B2C连锁的SWOT分析...........................................9三、项目市场分析与定（一）生鲜消费分析........................................................................................................12（二）市场竞争者分析....................................................................................................16（三）项目定位................................................................................................................20四、项目建设（一）经营模式................................................................................................................23（二）直营店建设............................................................................................................23（三）生鲜基地规划........................................................................................................25（四）生鲜物流体系规划................................................................................................26（五）直营店管理............................................................................................................30五、人力资源配（一）组织结构................................................................................................................33（二）人员配置................................................................................................................36六、营销策略（一）产品策略................................................................................................................38（二）价格策略................................................................................................................39（三）销售渠道................................................................................................................39（四）促销手段................................................................................................................40（五）形象工程策划........................................................................................................41七、投资估算与资金来源（一）投资估算依据........................................................................................................42（二）投资估算..................................................................................................
