对团购网站项目运营商业计划书

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第一章项目背景·······························································3

1.1 项目概述······························································3

1.2 项目优势分析···························································3

1.3 项目可行性分析·························································3

第二章团购网站市场分析·······················································3

2.1 政治因素·······························································4

2.2 经济因素·······························································4

2.3 技术因素·······························································4

2.4 社会因素·······························································4

2.5 参加团购的人群分析·····················································4

2.6 主要团购网站商品购买人数分析···········································6

第三章项目基础建设···························································6

3.1 网站的总体定位·························································6

3.2 网站发展目标···························································6

3.3 网站规划与建设·························································7

3.4 组织结构建设···························································7

3.5 组织职能和招募要求·····················································8

3.6 人员培训······························································11

第四章网站运营流程及效益分析················································11

4.1 团购网站基本运营流程··················································11

4.2 团购网站收益分析······················································11

第五章网站运营初期基本战略··················································12

5.1 网站推广方案··························································12

5.2 初期重点业务策略······················································13

第六章网站运营费用预算······················································17

6.1 网站运营所需硬件费用··················································17

6.2 网站人员基本工资······················································17

6.3 宣传推广费用··························································17

第七章网站发展初期时间节点··················································17

第八章网站中长期目标设定····················································18

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一.项目背景

1.1 项目概述

在如今国家对公民个人的社会养老，医疗，事业等保障不断完善的形势下，个人消费

越来越成为市场的主体。“又好又要省钱”是自古以来永恒不变的一个生活准则，特别是

在物价飞涨的今天，人们对购物、消费更加是精打细算。因此在生活中常见身边的同事、同

学或朋友就一起去向同一个商家进行采购，以让商家提供更低的价格，这也就是最初形式

的“团购”。

　　团购，即为团体采购，也称集体采购。一般是由某个人或组织进行召集，将有意向购

买同一产品的消费者组织起来，大量向厂家或总代进行购买行为，从而在保证质量的情况

下，获得产品超低价格和服务保障。团购的商品一般具有较高的品牌知名度、占有较大的市

场份额、服务体系完善，售后服务好、产品质量稳定，经得起时间检验、能提供完整的企业

和产品信息等特点。

　　据调查，目前团购的主要产品包括装修建材、家居用品、汽车、房产、家电、培训、电脑、

数码、生活用品等各个领域。团购最早在北京、上海、深圳等城市兴起，目前已经迅速在全

国各大城市蔓延开来，成为众多消费者追求的一种现代、时尚的购物方式，因为它有效的

防止了不成熟市场的暴利、个人消费的盲目、抵制了大众消费的泡沫，让消费者实实在在享

受到“又好又省钱”。

1.2 项目优势分析

　　团购能够带来上述好处的原因：一是参加团购能够有效降低消费者的交易成本，在

保证质量和服务的前提下，获得合理的低价格。团购实质形同于批发，团购相当于以批发

价格购得团购数量的产品。通过团购，可以将被动的分散购买变成主动的大宗购买，所以

购买同样质量的产品，能够享受更低的价格和更优质的服务；二是能够彻底转变传统消费

行为中，因市场不透明和信息不对称，而导致的消费者弱势地位。通过参加团购能够更好

的了解产品的规格、性能、合理价格区间，可以参考团购组织者和其他购买者对产品客观公

正的评价，在购买和服务过程中占据主动地位，真正买到质量好、服务好、价格合理、称心

如意的产品，达到省时、省心、省力、省钱的目的。

1.3 项目可行性分析

　　团购是参与的人数越多越能够获得更低廉的价格和更好的服务，传统形式的组织方

式受到了如信息面窄、效率低等各方面因素的限制，导致无法组织人数较多的团购活动。由

于互联网的大面积普及和其诸多特点，通过网络发起、组织团购活动自然成为了最主要的

方式，通过网络能进行全面的信息展示、完成规范的团购流程、形式多样的互动等等，更加

符合了现代化的生活方式。因此，专业性的团购网站也就应运而生，成为了消费者向商家

团购的桥梁，给买家带来了实惠，给企业带来订单，网站也从中获得了相当可观的收益。

二．团购网站市场分析

目前国内的团购市场已经从实物产品的团购向各个领域延伸，从餐饮娱乐，美容美体

等各种服务行业和经营性的商家及产品，已经无所不在。下面我们就从政治因素，经济因

素，技术因素和社会坏境四个方面优劣来具体分析我国目前的团购市场的现状。

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