长春地区婚恋交友网站创业计划
摘要
随着经济的高速发展,传统观念、习俗的改变,互联网用户规模急剧扩大,互联网已与人们的日常工作生活密不可分,网络交友正成为人们普遍接受的交友模式之一。目前,中国大陆交友网站市场正处于成长期,商业模式处于探索阶段。
本论文研究是建立互联网门户网站为长春市未婚男女提供婚恋交友服务,为长春地区婚恋交友网站创业计划项目提供科学的决策依据。通过对互联网交友市场进行行业分析与市场研究,针对长春地区进行市场细分与市场定位,设计出符合地区市场需要的网站栏目与内容;婚恋网站较一般交友网更为严肃,鼓励用户诚实注册、诚信交往,对网站栏目进行诚信审核设计;为适应竞争需要与公司持续发展,组建好团队与组织结构,选择合理的营销方案与商业模式。本论文对网站创业计划进行设计和论证,对栏目内容、服务设计、商业模式、营销计划、经营状况、团队和资源进行经济效益分析和风险等分析。最后,根据对整个网站计划的全面评估,得出该项目科学的结论。
According to the investigation report provided by the authority organization of China internet, Chinese netizen is about 182 million, which accounts for more than 10% out of the entire country’s population, among which, 65% single ones, 40% with associate degree.
With the coming of the information times, the spreading of internet, the time and cost savings of the internet marriage, easy communication and wide range of contacting, it becomes an easy accepted marriage approach for young people. The traditional Chinese marriage medi-agency has a huge market; however, it cannot get the recognition of the young people due to bad credit and small scope. The development speed for Chinese internet friend-making market drops behind the world for more than 2-3 years. Our friend-making market goes into growing stage in 2005. the internet operation becomes commercialized, and the charging standard and service mode get more and more people’s recognition。The investigation reflects, 70% of the interviewees would like to pay for internet friend-making.
In 2007, Chinese internet friend-making market scale was 500 million. It is expected to be 680 million in 2008 and 1.6billion in 2011. Changchun is the capital of Jilin Province, where the economy is developed, population is huge, also there are many colleges and has a strong influence for nearby cities, which has big market potential. After calculation, ChangChun internet friend-making market scale will be 4.08 million RMB in 2008, and in 2011 it will be 9.6million RMB.
It has three marriage manners in ChangChun area: the first is traditional marriage bureau, the second is huge marriage interview meeting which is held by media, third is internet marriage. The internet marriage divide several types because different emphasis: 1、traditional 2、business 3、entertainment 4、mainly for marriage.
This website creation plan is mainly for those who are twenty to forty five in ChangChun area, utilizes the location advantages and specializes to build professional and effective marriage and friend-making platform for those middle-high single people. Its professional service will help middle-high end single group to realize love and dream, to promote social harmony.
This thesis analyzes the critical local websites, seriously summarizes the profit-earning mode, unique service and development prospect for the websites of the same types. It combines the local features and the humanistic situation to provide a detailed design for the website service conception and column content; also it adds the customized love service. In order to build up website brand and good reputation, to encourage members to make friends sincerely, it also sets up systematic membership credit checking policy and complains system. It designs relative charging policy for different member levels to meet various demands.
Team work construction strives to simplify personnel and improve efficiency. It tries to make a platform that everyone can be responsible for their own roles and fully play their role. The department setup is flat.
The investment for the website project plan is 500,000 RMB, and it adopts direct stock financing solutions, in which each shareholder will take the responsibility and share the profit based on the share percentage.
After calculation, the first year of the website operation will be in the market cultivating stage, where each item of spending will be big. The first year the charging to members will not happen, and the earning from the advertisement can be neglected, therefore it is expected it will loss 360,000 RMB. From the second year of operation, it will begin to earn: it can reach 470,000 RMB for its main business and other business, and can realize 45,000 RMB net profits, which can not compensate the first year loss. For the third year, the total business income can be 650,000 RMB, and net profit can be 187,800 RMB. For the forth year the profit after tax will be 172,900 RMB, and for the fifth year the profit after tax will be 476,700 RMB.
This thesis also does a thorough analysis for the risks in terms of technology, market, operation, management, finance, profit earning mode, and develop prevention actions for the above risks.
The investment for this website creation plan is less, the startup is quick, the technology is mature, the target market is clear, the team is flexible and effective. After the comprehensive analysis, it shows this creation plan is feasible in Changchun area, and has realistic direction.
本论文研究是建立互联网门户网站为长春市未婚男女提供婚恋交友服务,为长春地区婚恋交友网站创业计划项目提供科学的决策依据。通过对互联网交友市场进行行业分析与市场研究,针对长春地区进行市场细分与市场定位,设计出符合地区市场需要的网站栏目与内容;婚恋网站较一般交友网更为严肃,鼓励用户诚实注册、诚信交往,对网站栏目进行诚信审核设计;为适应竞争需要与公司持续发展,组建好团队与组织结构,选择合理的营销方案与商业模式。本论文对网站创业计划进行设计和论证,对栏目内容、服务设计、商业模式、营销计划、经营状况、团队和资源进行经济效益分析和风险等分析。最后,根据对整个网站计划的全面评估,得出该项目科学的结论。
According to the investigation report provided by the authority organization of China internet, Chinese netizen is about 182 million, which accounts for more than 10% out of the entire country’s population, among which, 65% single ones, 40% with associate degree.
With the coming of the information times, the spreading of internet, the time and cost savings of the internet marriage, easy communication and wide range of contacting, it becomes an easy accepted marriage approach for young people. The traditional Chinese marriage medi-agency has a huge market; however, it cannot get the recognition of the young people due to bad credit and small scope. The development speed for Chinese internet friend-making market drops behind the world for more than 2-3 years. Our friend-making market goes into growing stage in 2005. the internet operation becomes commercialized, and the charging standard and service mode get more and more people’s recognition。The investigation reflects, 70% of the interviewees would like to pay for internet friend-making.
In 2007, Chinese internet friend-making market scale was 500 million. It is expected to be 680 million in 2008 and 1.6billion in 2011. Changchun is the capital of Jilin Province, where the economy is developed, population is huge, also there are many colleges and has a strong influence for nearby cities, which has big market potential. After calculation, ChangChun internet friend-making market scale will be 4.08 million RMB in 2008, and in 2011 it will be 9.6million RMB.
It has three marriage manners in ChangChun area: the first is traditional marriage bureau, the second is huge marriage interview meeting which is held by media, third is internet marriage. The internet marriage divide several types because different emphasis: 1、traditional 2、business 3、entertainment 4、mainly for marriage.
This website creation plan is mainly for those who are twenty to forty five in ChangChun area, utilizes the location advantages and specializes to build professional and effective marriage and friend-making platform for those middle-high single people. Its professional service will help middle-high end single group to realize love and dream, to promote social harmony.
This thesis analyzes the critical local websites, seriously summarizes the profit-earning mode, unique service and development prospect for the websites of the same types. It combines the local features and the humanistic situation to provide a detailed design for the website service conception and column content; also it adds the customized love service. In order to build up website brand and good reputation, to encourage members to make friends sincerely, it also sets up systematic membership credit checking policy and complains system. It designs relative charging policy for different member levels to meet various demands.
Team work construction strives to simplify personnel and improve efficiency. It tries to make a platform that everyone can be responsible for their own roles and fully play their role. The department setup is flat.
The investment for the website project plan is 500,000 RMB, and it adopts direct stock financing solutions, in which each shareholder will take the responsibility and share the profit based on the share percentage.
After calculation, the first year of the website operation will be in the market cultivating stage, where each item of spending will be big. The first year the charging to members will not happen, and the earning from the advertisement can be neglected, therefore it is expected it will loss 360,000 RMB. From the second year of operation, it will begin to earn: it can reach 470,000 RMB for its main business and other business, and can realize 45,000 RMB net profits, which can not compensate the first year loss. For the third year, the total business income can be 650,000 RMB, and net profit can be 187,800 RMB. For the forth year the profit after tax will be 172,900 RMB, and for the fifth year the profit after tax will be 476,700 RMB.
This thesis also does a thorough analysis for the risks in terms of technology, market, operation, management, finance, profit earning mode, and develop prevention actions for the above risks.
The investment for this website creation plan is less, the startup is quick, the technology is mature, the target market is clear, the team is flexible and effective. After the comprehensive analysis, it shows this creation plan is feasible in Changchun area, and has realistic direction.
引文
[1] 陈光耀、周吉祥 日本婚介机构考察及我国婚介机构管理工作的思考 中国民政 2005 年第 2 期
[2] 孙艳 网络婚介走红中国 海内与海外 2005 年第 2 期
[3] Shane, S. and S. Venkataraman, The promise of entrepreneurship as a field of research, Academy of Management Review, Vol. 25, No. 1, pp. 217-226
[4] 《中国互联网络发展状况统计报告》中国互联网络信息中心 2007 年 7月
[5] 刘向晖 《互联网草根革命》清华大学出版社 145 页
[6] 张宝山《2007 年中国网络休闲和婚恋交友发展迅速》 来源:艾瑞网http://news.iresearch.cn/viewpoints/79276.shtml
[7] Wind.Y. Issues and Advanes in Segmentation Research. JournaJ of Marketing Researh,1978,15(3):317 一 337
[8] 阳翼 基于价值观的独生代市场细分研究 管理评论 2008 年第 2 期
[9] 杨芳《中国 MBA 论文选》(第三辑)第一版本 第 88 页
[10] 菲力普·科特勒 市场营销管理(亚洲版上下) 中国人民大学出版社 1997,1
[11] Jerry Wind and A.Rangaswamy,“Customerization:The Second Revolution in Mass Customization,”Wharton School Working Paper,June 1999.
[12] [美] 菲利普.科特勒《营销管理》上海人民出版社
[13] 王建红《珍爱网率先提出安全交友倡议》来源:http://tech.sina.com.cn
[14] 《探索婚恋网赢利模式》 来源:西部数码网http://www.west263.com/www/info/70478-1.htm
[15] 刘锦慧《VC 综合分析:婚恋交友网站盈利模式初探》 来源:艾瑞网
[16] 《交友网站难咽免费大餐 运营问题考验网站未来》 来源:互联网观察中心 http://www.weamax.com
[17] 《网络婚介潜力巨大 想挣钱先过诚信这一关》 来源:经济参考报2006 年 06 月 15 日
[18] See, for instance, R.L.Daft, Organization Theory and Design, 7th ed. (Cincinnati, OH: Southwestern, 2001)
[19] K.Knight, “Matrix Organization: A Review,” Journal of Management Studies, May 1976, pp. 111-30; L.R.Bruns and D.R.Wholey, “Adoption and Abandonment of Matrix Managemnet Programs:Effects of Organizational Characteristis and Interorganizational Networks,” Academy of Management Journal,Feruary 1993,pp. 106-38;and R.E.Anderson, “Matrix Redux,” Business Horizons, November-December 1994,pp.6-10.
[20] [美] 斯蒂芬·P·罗宾斯(Stephen P.Robbins) 《组织行为学》中国人民大学出版社
[21] See, for instance, S.M.Davis and P.R.Lawrence, “Problems of Matrix Organization,” Harvard Business Review, May-June 1978,pp,131-42.
[22] 格雷厄姆·胡利 约翰·桑德斯 奈杰尔·皮尔西 《营销战略与竞争定位》 中国人民大学出版社 2007 年 4 月第一版
[23] Dik Warren Twedt, “How to Plan New Products, Improve Old Ones, and Create Better Advertising,” Journal of Marketing(January 1969) 53-57
[24] David Walker and Tony M.Dubitsky, “why Liking Matters,” Jouranal of Advertising Research(May-June 1994) 9-18
[25] www.infores.com, Leonard M. Lodish, Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger,Beth Lubetkin, Bruce Richardson, and Mary Ellen Stevens, “How T.V. Advertising Works: A Meta Analysis of 389 Real World Split Cable T.V.Advertising Experiments,” Journal of Marketing Research, 32(May 1995):pp. 125-139.
[26] Louis W.Stern and Adel I.El-Ansary, Marketing Channels,5th ed.(Upper Saddle River, Nj:Prentice Hall,1996).
[27] 吴健安 《市场营销学》 安徽人民出版社 1994 年 8 月 第一版
[28] Lawrence G.Friedman and Timothy R.Furey, The Channel Advantage : Going to Marketing with Multiple Sales Channels (Wobrun, MA:Butterworth-Heinemann, 1999)
[29] Jonathan D.Hibbard, Nirmalya Kumar, and Louis W.Stern, “Examining the Impact of Destructive Acts in Marketing Channel Relationships,” Journal of Marketing Research 38(February 2001), pp.45-61.
[30] Tung-Zong Chang and Albert 26, 1999, p.4B “Price, Product Information, and Purchanse Intention: An Empirical study,” Journal of the Academy of also G. Dean Kortge and Patrick A. Okonkwo, “perceived Value Approach to Pricing,” Industrial Marketing Management(May 1993): 133-140
[31] 曹文彬 何建敏 《企业合作性竞争策略分析》管理工程学报 2002 年 16 卷 2 期
[32] Myers, S. The Capital Structure Puzzle, Journal of Finance. July, 1984, pp 575-592.
[33] 斯蒂芬 A.罗斯等 《公司理则》 机械工业出版社 2006 年 4 月第 1版 第 19 页第 9 行
[34] 叶忠明 秦洪珍 五秀芬 《会计学》 首都经济贸易大学出版社 中国农业大学出版社 2002 年 2 月 第二版
[35] 傅家骥 仝允桓 《工业技术经济学》 清华大学出版社 1996 年 9月 第 3 版 第 51 页第 1-19 行
[36] 陈传明 周小虎 《管理学》 清华大学出版社 2003 年 9 月 第 1版
[37] 余凯成 程文文 陈维政 《人力资源管理》 大连理工大学出版社 1999 年 7 月 第 1 版
[38] 郭涛 《互联网企业创业初期如何融资》 来源:China Venture 投资中国网
[39] 《2007 年中国休闲和婚恋交友发展迅速》来源:艾瑞网
[2] 孙艳 网络婚介走红中国 海内与海外 2005 年第 2 期
[3] Shane, S. and S. Venkataraman, The promise of entrepreneurship as a field of research, Academy of Management Review, Vol. 25, No. 1, pp. 217-226
[4] 《中国互联网络发展状况统计报告》中国互联网络信息中心 2007 年 7月
[5] 刘向晖 《互联网草根革命》清华大学出版社 145 页
[6] 张宝山《2007 年中国网络休闲和婚恋交友发展迅速》 来源:艾瑞网http://news.iresearch.cn/viewpoints/79276.shtml
[7] Wind.Y. Issues and Advanes in Segmentation Research. JournaJ of Marketing Researh,1978,15(3):317 一 337
[8] 阳翼 基于价值观的独生代市场细分研究 管理评论 2008 年第 2 期
[9] 杨芳《中国 MBA 论文选》(第三辑)第一版本 第 88 页
[10] 菲力普·科特勒 市场营销管理(亚洲版上下) 中国人民大学出版社 1997,1
[11] Jerry Wind and A.Rangaswamy,“Customerization:The Second Revolution in Mass Customization,”Wharton School Working Paper,June 1999.
[12] [美] 菲利普.科特勒《营销管理》上海人民出版社
[13] 王建红《珍爱网率先提出安全交友倡议》来源:http://tech.sina.com.cn
[14] 《探索婚恋网赢利模式》 来源:西部数码网http://www.west263.com/www/info/70478-1.htm
[15] 刘锦慧《VC 综合分析:婚恋交友网站盈利模式初探》 来源:艾瑞网
[16] 《交友网站难咽免费大餐 运营问题考验网站未来》 来源:互联网观察中心 http://www.weamax.com
[17] 《网络婚介潜力巨大 想挣钱先过诚信这一关》 来源:经济参考报2006 年 06 月 15 日
[18] See, for instance, R.L.Daft, Organization Theory and Design, 7th ed. (Cincinnati, OH: Southwestern, 2001)
[19] K.Knight, “Matrix Organization: A Review,” Journal of Management Studies, May 1976, pp. 111-30; L.R.Bruns and D.R.Wholey, “Adoption and Abandonment of Matrix Managemnet Programs:Effects of Organizational Characteristis and Interorganizational Networks,” Academy of Management Journal,Feruary 1993,pp. 106-38;and R.E.Anderson, “Matrix Redux,” Business Horizons, November-December 1994,pp.6-10.
[20] [美] 斯蒂芬·P·罗宾斯(Stephen P.Robbins) 《组织行为学》中国人民大学出版社
[21] See, for instance, S.M.Davis and P.R.Lawrence, “Problems of Matrix Organization,” Harvard Business Review, May-June 1978,pp,131-42.
[22] 格雷厄姆·胡利 约翰·桑德斯 奈杰尔·皮尔西 《营销战略与竞争定位》 中国人民大学出版社 2007 年 4 月第一版
[23] Dik Warren Twedt, “How to Plan New Products, Improve Old Ones, and Create Better Advertising,” Journal of Marketing(January 1969) 53-57
[24] David Walker and Tony M.Dubitsky, “why Liking Matters,” Jouranal of Advertising Research(May-June 1994) 9-18
[25] www.infores.com, Leonard M. Lodish, Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger,Beth Lubetkin, Bruce Richardson, and Mary Ellen Stevens, “How T.V. Advertising Works: A Meta Analysis of 389 Real World Split Cable T.V.Advertising Experiments,” Journal of Marketing Research, 32(May 1995):pp. 125-139.
[26] Louis W.Stern and Adel I.El-Ansary, Marketing Channels,5th ed.(Upper Saddle River, Nj:Prentice Hall,1996).
[27] 吴健安 《市场营销学》 安徽人民出版社 1994 年 8 月 第一版
[28] Lawrence G.Friedman and Timothy R.Furey, The Channel Advantage : Going to Marketing with Multiple Sales Channels (Wobrun, MA:Butterworth-Heinemann, 1999)
[29] Jonathan D.Hibbard, Nirmalya Kumar, and Louis W.Stern, “Examining the Impact of Destructive Acts in Marketing Channel Relationships,” Journal of Marketing Research 38(February 2001), pp.45-61.
[30] Tung-Zong Chang and Albert 26, 1999, p.4B “Price, Product Information, and Purchanse Intention: An Empirical study,” Journal of the Academy of also G. Dean Kortge and Patrick A. Okonkwo, “perceived Value Approach to Pricing,” Industrial Marketing Management(May 1993): 133-140
[31] 曹文彬 何建敏 《企业合作性竞争策略分析》管理工程学报 2002 年 16 卷 2 期
[32] Myers, S. The Capital Structure Puzzle, Journal of Finance. July, 1984, pp 575-592.
[33] 斯蒂芬 A.罗斯等 《公司理则》 机械工业出版社 2006 年 4 月第 1版 第 19 页第 9 行
[34] 叶忠明 秦洪珍 五秀芬 《会计学》 首都经济贸易大学出版社 中国农业大学出版社 2002 年 2 月 第二版
[35] 傅家骥 仝允桓 《工业技术经济学》 清华大学出版社 1996 年 9月 第 3 版 第 51 页第 1-19 行
[36] 陈传明 周小虎 《管理学》 清华大学出版社 2003 年 9 月 第 1版
[37] 余凯成 程文文 陈维政 《人力资源管理》 大连理工大学出版社 1999 年 7 月 第 1 版
[38] 郭涛 《互联网企业创业初期如何融资》 来源:China Venture 投资中国网
[39] 《2007 年中国休闲和婚恋交友发展迅速》来源:艾瑞网