E-commerce project planning of flower industry

In the planning book column, I have compiled relevant planning book cases for your reference. For your convenience, you can collect the planning book column.

Business plan of online flower shop

I. Project background

All kinds of flowers tell a thousand words, and every sentence explains "beauty", especially now. With the continuous improvement of people's living standards, the quality of life is also constantly improving, and the pursuit of life. Flowers have become an indispensable decoration in people's lives, and flower consumption has become more and more popular in recent years. In addition to their beautiful appearance, they can also develop people's imagination and make people more subtle and tasteful when communicating with each other. In this way, we take the flower distribution as the market entry point, take into account the website's long-term market share and short-term rate of return on capital to seize the market, and set up an online campus flower shop with the theme of satisfying personalized consumption and taking flowers as the pilot.

Second, the project strategy of the company

1, providing a unique corporate mission.

Effective and smooth sales channels will promote the great development of the flower market on the basis of providing products and services. Our bluebird will become a lovely messenger, sending blessings and happiness to thousands of families and creating the best living environment for mankind!

2. Company objectives

Based on the vast land, serve Wuhan, radiate Central China, and establish a first-class online flower shop.

Our company will use one year to establish a certain popularity among consumers in Wuhan and strive to make ends meet. During the investment period, only the west campus of Geological University, where the main website is located, is selected as the pilot market. The market capacity of this area is more than 3000 people, which is representative. The pilot period is one and a half months. When the mode is successful, it will be promoted in the form of ASP in the substation. After three to six months of operation, it will be extended to other markets.

Third, business environment and customer analysis.

1, industry analysis

"Jade Bird Flower Shop of Geological University" website is a vertical website for 6.5 million college students launched by college students, so the target consumers are college students. In addition to the main station of Wuhan Geo University, the website has sub-stations in colleges and universities in Hubei, so the tentative target consumers are mainly college students in Hubei, and the market will be gradually expanded in the future. Take China Geo University as an example, there are nearly 20,000 students of all kinds. Eight schools have nearly 200,000 target consumers. According to the latest statistics, there are about 6.5 million college students in China. This market is huge, and considering that students will still become loyal customers of the website after graduation in the future, the capacity of the target market is also considerable.

2. Analysis of survey results

Our company focuses on the analysis of Wuhan university students' customers, mainly by means of questionnaires (see Annex 1 for the questionnaire) and individual interviews. This time, we sent out 50 questionnaires and collected 37. Due to the limited time, the number of questionnaires is small, but it still reflects the consumer psychology and needs to some extent.

(1) Have obvious curiosity, innovative convergence, and listen to the introduction of classmates or friends to produce purchase behavior.

⑵ The purchase behavior is basically emotional, but it is rational due to the influence of one's own economic income, so one will generally choose a variety with lower price but stronger romantic color.

⑶ College students have no fixed purchase pattern, and their purchase behavior is often random.

(4) Strong ability to accept and absorb new things, pursuing fashion and advocating individuality.

5. The factors influencing product purchase are: price, variety, packaging, service, etc.

[6] The purchase behavior is very festive, generally concentrated around Teachers' Day, Valentine's Day, Christmas and friends' birthdays.

3. Target customer analysis

College students generally don't ask about the price, but from the perspective of online orders, they focus on the mid-range price. Judging from the number of orders, they are more inclined to express their feelings, such as most orders 1 (you are the only one for me), 3 (I love you), 19 (love for a long time), 2 1 (like) and so on. On Teacher's Day.

Fourth, business strategy.

1, team member

Jin (group leader): mainly responsible for the production and maintenance of the website.

Jiang: Mainly responsible for development planning.

Xin Li: Mainly responsible for business strategy and project planning.

Wang Peng: Mainly responsible for market research and result analysis.

2. Marketing strategy analysis

2. 1 brand strategy

At the beginning of website construction, we attached great importance to brand. In brand packaging, artists adopted a design scheme combining dynamic and static pages according to detailed market research and bold prediction, carefully planned visual images and text fonts, and strived for unique innovation.

2.2 Price strategy

Jade bird online flower shop strives for perfection in raw materials, packaging and service, and strives to give customers maximum enjoyment and psychological satisfaction. Take the price route and quality route simultaneously to meet the needs of consumers at different levels.

2.3 Promotion strategy

(1) publicity strategy

Make use of school radio stations, newspaper columns and publicity columns for free publicity, make use of the information flow advantages of the website itself for publicity, highlight the image, establish good relations with major newspapers, local radio stations and TV stations, and adopt a strategic model of mutual benefit and win-win.

(2) service.

The service of the online flower shop must be first-class. For the distribution team, as long as there is an order, it must be delivered on time according to the order requirements, and it is a smiling service. In terms of after-sales service, the customer service department is responsible for the following ways:

① Call to thank you or send an email to remind you of friendship, and send e-cards to customers on major holidays.

(2) unconditionally accept customer returns and concentrate customer complaints.

(3) Establish a consumer questionnaire, focusing on gifts, and grasp the first-hand information of consumer demand.

④ Customers who order for the first time will get a vase with flowers and enjoy a preferential price, and enjoy the membership price after becoming a member.

⑤ Hold member salons online or offline from time to time to exchange information, communicate feelings and answer questions that customers are most interested in.

⑥ Establish customer database files. When customers repeat orders, just enter their names and other customer information will be automatically transferred to the system.

2.4 Channel construction

At present, online flower shops mainly establish business relations with first-class wholesalers. When choosing a wholesaler, we will generally examine its business performance, reputation, cooperative attitude, timely delivery, etc., and ask the wholesaler to have several marketing outlets in different areas of the same city to facilitate the university distributors to pick up flowers on the spot. Usually sign cooperation agreements with wholesalers to reach an agreement on issues such as price and product quality.

3. The implementation of online flower shop strategy

(1) Market Scope Selection During the investment period, only the west campus of China Geo University, where the main website is located, is selected as the pilot market. The market capacity of this region is more than 3,000 people, which is representative. The pilot period is one and a half months. After the model is successful, it will be popularized in substation in the form of ASP. Trial operation will be carried out in seven other substations that have been built, and it will be extended to other markets after three to six months of operation.

(2) Focus on promoting customers. The target audience is mainly students. They are interested in fashion and tend to lead the trend. For engineering students with strong logical thinking, we use the early audience to spread and achieve the publicity effect.

(3) On-site promotion, September 8 and September 9 are selected as key publicity days. Before this, leaflets will be distributed to the student dormitory, and the publicity contents include:

Hanging banners with uniform colors, located on the main road of the campus, numbered 3-5, with the theme of "Jade Bird Flower Shop" website and "Campus Flower Shop Grand Launch".

Where there is a large flow of students in the school, a publicity desk is set up near the entrance of the dormitory and canteen, and 3-5 microcomputers are placed, which can be queried and ordered online; Put up a publicity board, introduce the contents of the flower shop in detail, put up real flowers, and publicize the distribution of gifts on the same day.

Please broadcast the publicity materials drawn up by the propaganda department of Jade Bird Flower Shop once in the morning, once in the evening and once in the evening on the school radio station for several days.

In order to create an atmosphere, two young ladies were arranged to wear ribbons printed with the website of "Jade Bird Flower Shop" to explain, and a lucky draw was also organized. Winners can order flowers below 20 yuan on site, and the website will pay the fee.

On the day of publicity, please invite the media related to the school to report on the spot, such as Wuhan Evening News and local TV stations.

Prediction and analysis of the marketing effect of verbs (abbreviation of verb)

1, turnover income

According to the investigation and analysis, we can predict that the daily sales will exceed 1000 yuan on major holidays.

2. Payment method

According to relevant materials, online payment will reach 20%. We are actively contacting China Merchants Bank and other financial institutions to establish business cooperation and promote online payment.

3. Ordering method

E-mail order, directly enter the "Jade Bird Flower Shop" website campus flower shop to order, telephone order. In addition, we focus on launching SMS orders that are popular with students.

4. Customer characteristics

Younger, 100% are young people, mainly boys; They have high reputation, high cultural quality and no bad debts.

5. Consumption characteristics

Flowers below 60 yuan are the most popular.

6. Information infrastructure

The company website mainly exists in the form of virtual host, and the company does not need information hardware facilities for the time being. For the development of information software and the construction of website, the company will complete it through internal members who are good at computers and recruiting members with professional knowledge in this field. Although B2C websites can achieve zero inventory in theory, it is very difficult to do so in reality.

Estimation of operating cost of intransitive verbs

1, principle

Use every penny on the cutting edge and give full play to the value of every penny.

2. Initial investment

During this period, the funds are mainly used for overall network service (virtual host) outsourcing, product procurement, system development and maintenance, early publicity, logistics and distribution, etc. It is estimated that it will cost about 20,000 yuan. It takes about one month from the establishment of the website to the normal operation of the website.

3. Second investment

At this stage, our service will spread to universities and Wuhan urban area, and the service content will be greatly expanded and the service quality will be further improved. The source of funds is mainly the accumulation of the company's early profits and the introduction of foreign funds, such as bank credit.

Seven, the system development plan

1, system development plan

According to the lack of funds at the beginning of the company's establishment and the actual situation of our development team, we decided to build the company's website by means of virtual host. Of course, with the expansion of business and abundant funds, we will consider setting up our own website. After the system is formed, the company will conduct real-time testing step by step according to the predetermined system functional requirements. The completeness of the system is undoubtedly a process of testing, perfecting, retesting and perfecting until the system functions meet the company's expected requirements.

2. System logic scheme

System logic scheme is the overall framework to realize the business objectives, strategies and methods of electronic mall. The following six modules are explained in combination with the actual situation of the company: system business activity flow, system overall logical structure, system data distribution, information processing module and security control module.

Eight. Project overview

1, investigation of major work completion

Knowing the real needs of college students' friends, the company made an overall plan in achieving the goal, operating mechanism and project strategy. In addition, in terms of system development scheme, the company also consulted a large number of documents about website services in combination with the actual situation in China, and combined with the knowledge of e-commerce learned in class, made a website operation process and design process suitable for the company. And the system logic scheme suitable for our company. Most importantly, in view of the special requirements of college students and friends in the current flower market, we have designed a series of service products ourselves, such as ordering flowers by SMS, attaching greeting cards, making phone calls, etc., and set reasonable prices. At the same time, we also set up a forum, which not only meets the actual needs of young students, but also meets the needs of consumers of different ages in society!

2. Shortcomings and difficulties

Because our company has just started planning, there is a serious shortage of funds, and because of the tight time, the whole planning is inevitably lacking, but we will try our best to enrich and improve it. In terms of website design and production, because our team members don't know enough about this aspect, we have great difficulties in website design, but through the concerted efforts of everyone in Qi Xin, the website of Jade Bird Flower Shop has begun to take shape, giving people the hand of roses. Finally,

I recommend it carefully.