三创大赛策划书终稿1.docx

三创大赛策划书终稿1.docx

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电子商务“创新、创意、创业”大赛

乐道旅游网站

项目策划书

小组名称:

PlayerTeam

组长：

户金荣

组员：

孙越胡圆庞晓桐刘军令

目录

摘要................................................................................................................................4

1.项目背景....................................................................................................................4

2.项目简介....................................................................................................................5

3.网站功能....................................................................................................................6

3.1.旅游门户.............................................................................................................6

3.2.SNS社区............................................................................................................6

4.市场分析....................................................................................................................7

4.1.大学生旅游市场的特征.....................................................................................7

4.2.旅游产品分析.....................................................................................................9

4.2.1.概述...............................................................................................................9

4.2.2.旅游产品的特点.........................................................................................10

4.3竞争对手分析...................................................................................................10

4.3.1.旅行社企业网站.........................................................................................10

4.3.2.综合性旅游网站.........................................................................................11

4.3.2.主题性特色网站.........................................................................................12

4.3.3.地方政府背景类网站.................................................................................12

4.3.4.现有大学生旅游网站.................................................................................13

4.4竞争优势分析...................................................................................................13

5.可行性分析..............................................................................................................15

5.1开发大学生旅游网站的可行性.......................................................................15

5.2.开展SNS社区服务的可行性.........................................................................17

5.2.1.SNS社区与传统BBS相比.....................................................................17

5.2.2.SNS社区与传统即时通信相比...............................................................17

5.2.3.SNS社区与视频语音通信相比...............................................................18

5.1开发SNS+旅游网站的可行性........................................................................18

6.市场营销..................................................................................................................19

7.网站推广..................................................................................................................20

7.1.信息搜集期.......................................................................................................20

7.2网站试运营期...................................................................................................20

7.2.1.线下宣传推广.............................................................................................21

7.2.2.线上宣传推广.............................................................................................22

7.3.网站建设初期...................................................................................................22

7.3.1.线下宣传推广.............................................................................................22

7.3.2.线上宣传推广.............................................................................................22

7.4.网站发展期.......................................................................................................23

7.41.线下宣传推广..............................................................................................24

7.4.2.线上宣传推广.............................................................................................24

7.5.网站稳定期.......................................................................................................25

5

2.............................................................................................线下宣传推广7.5.1.

7.5.2.线上宣传推广.............................................................................................25

7.6.网站推广评估...................................................................................................26

8.成本分析..................................................................................................