“趣点唱APP”商业计划书

一、基本背景资料

社交应用是互联网经济的一大热点，而结合社交平台进行的移动互联网应用则是极佳模式，具备良好的受益人群和市场规模效应，其中我们开发的趣点唱APP则运用新的商业模式，结合社交+C2B+众筹的模式开创的点唱平台，这种模式主要包括：

1、C2B模式，用户可以@指定歌手，以佣金的形式索要点唱的歌曲或者发起合唱。 

2.歌手可以发布原创歌曲，以众筹的模式获取支持。

3.我们拥有上千名人气主播和原创歌手资源。APP上线后即可签约。

二、市场环境分析

（一）市场前景

某PC端平台音乐表演业务20##年Q4季度，音乐业务总营收达到5560万美元，付费人数90.2万，人均付费ARPU 373元。付费用户人数一直在增长，Q4达到90.2万人，按照公布的9000万/月活跃人数推算，其Q4真实音乐活跃用户约为4000-5000万人，付费渗透率约为2% （根据招股书中公布的人数比例推算）。

传统客户端游戏的充值渗透率一般在8%-15%，考虑到音乐用户参与深度更浅，因此预测音乐用户付费渗透率最高能到达4%-5%左右，即200万人左右。目前趣点唱现有歌手资源，根据平台分成比例3:7计算，平均每人每月为所属PC端平台带来5-15万的收益。

（二）目标人群

利用现有的资源来准确的锁定用户群体，我们拥有上千名人气主播和原创歌手资源，每个人的粉丝人数基本在5万-30万之间，每天还会有上百的新粉丝增加，通过外部推广可以快速准确的锁定目标用户为平台引入流量。 

三、竞争力评估

（一）优势分析

类似趣点唱app有很多，例如YY、唱吧，YY是以视频直播为主，主播与粉丝之间的互动很局限，大部分的粉丝有点歌需求都难以实现。唱吧是以K歌为主，只是满足用户一个自娱自乐的需求。趣点唱的优势是拥有大量的主播和原创歌手资源，可以准确的锁定目标用户并且响应用户需求。利用C2B模式获取自身利益。

趣点唱同时具备其他一些类似应用平台的功能，包括基本功能，例如点唱、K歌等，也包括与原创歌手的互动，这种模式强调的是社交网络的营销和规模效应，营造良好的口碑。

趣点唱在众多类似的应用软件中独具特色，其开创的新颖的社交+C2B+众筹的模式开创的点唱平台区别于传统模式，加入更多的社交网络文化和互动，重视客户体验和自主性，同时基于此而建立的营销平台具备明显的竞争力，其中音乐唱吧+社交互动+同城交友活动，以及创造性提出的泛媒体营销分账，将进一步减少营销成本，扩大各个平台的链接。

趣点唱所借鉴国外盈利模式构建的内置广告以及免费盈利模式，是非常具备市场潜力，打破传统的硬广告以及强迫式的营销推广，更加注重客户的满意度和心理预期，以更加人性化的设计取得客户信赖，从而将盈利点提高到新的层次。趣点唱的市场前景以及目前群体庞大且较为集中，趣点唱专注于社交网络平台上的应用，致力于应用新的模式开启消费者的热点，具有相当大的利润空间和盈利范围，后续积累更多的客户之后即可推广更多的付费项目和功能，发挥多元化的平台价值。

（二）风险评估

1、技术风险

使用真实信息注册，容易被别人窃取，对此APP将制定严格的信息管理制度，同时开发防木马病毒的相关软件，以保证客户信息的安全保密。

2、政策风险

APP的信息容易掺入一些虚假的信息成分，造成对会员情感的伤害，对此APP将制定严格的信息审核程序，并实施会员实名制，会员须凭自己的有效身份证号才可以获得会员资格，并设立专门的投诉受理窗口，及时取消非法会员资格，删除不实信息。

3、市场风险

风险主要体现在市场竞争。随着行业发展和收入的增加及诱人的发展前景，必定会吸引更多投资者进入本行业，另一方面，产品在进入市场也形成了与已有品牌有效的竞争，这势必会影响到市场拓展的速度和获利的空间。

（三）知识产权保护

本APP自主开发，核心知识产权属个人所有，不存在任何产权纠纷。

四、商业实施方案

（一）运营模式

运营模式主要包括市场推广、日常运作两个主要方面。

1、市场推广

市场推广需要结合各种互联网平台和应用平台广告进行双向发力。

（1）互联网平台渠道

搜索引擎推广：百度等搜索引擎的推广。

目录营销：登录免费分类目录、登录付费分类目录、搜索引擎优化、关键词广告、关键词竞价排名、网页内容定位广告。

信息发布推广：将有关的网站推广信息发布在其他潜在用户可能访问的网站上，利用用户在这些网站获取信息的机会实现网站推广的目的。

资源合作推广：交换链接、交换广告、内容合作、用户资源合作等方式，在具有类似目标网站之间实现互相推广的目的，其中最常用的资源合作方式为网站链接策略，利用合作伙伴之间网站访问量资源合作互为推广。

微信：微信作为目前流行度非常高的社交媒体，已经成为大众主流，而各类型的朋友圈也是商家娱乐集聚地，因此我们可以推出趣点唱的公众号，通过推出一些活动信息和比赛推广，同时也可以加以有趣味的测试、笑话或者知识、新闻等吸引微友的关注和兴趣。

（2）APP内置广告

内置广告的免费软件备受关注，通过点击量为开发者带来收益的，因此开发者要想获得更多的收入，就需要用户更多的点击免费软件中的内置广告。通过将广告内置一些软件，待客户打开软件之后急于点击菜单，然而软件稍微一卡滞，我就点到广告上去了。这样的误点击对开发者来说同样是种回报，而对用户来说也并没有太不好的影响——只要别点到广告就会推出程序打开广告网页。通过将广告植入我们的APP之后，试用免费模式下载，并通过这种内置广告消化一部分营销成本。

 2、日常运作

（1）音乐唱吧+ 社交互动 + 同城交友活动

整个平台前期将以自主研发地方棋牌游戏平台切入市场，争夺用户，以扩大平台用户基数为己任；同城社区及线下活动服务则是为了给棋牌平台增加凝聚力，黏住新加入的平台用户，并通过线下活动对平台形成口碑营销，进行传播与推广；后期则通过将棋牌平台用户引导进入web休闲游戏来加大用户的人均贡献值，来获取丰厚的收益。

（2）创新的泛媒体分账营销模式。

为了降低营销成本，加强传播效果，所以我们创新地启用了泛媒体营销策略。泛媒体分账营销的核心就是公司将不再直接支付广告费用于媒体，而是同媒体建立联合运营的模式。

当媒体为游戏产品进行了宣传推广之后，接受宣传的用户将会获得推广识别码，当用户通过此识别码注册游戏并付费之后，媒体将永久的获得此用户在科技平台的消费分成。此模式既让的宣传落到了实处，又让媒体享受到更长远的利润，形成一种双赢局面。

（3）创造新的经营策略

免费增值盈利模式包括了各种App内置购买形式，比如购买虚拟物品，在游戏中升级或提速，购买额外的功能(购买多玩儿几关游戏或新增游戏内容)，购买更多时间使用App，付费删除广告，等等。举个例子，《纽约时报》的App应用可以允许用户查看一定数量的文章，但是部分文章是不对免费用户开放的，除非你是订购用户。这种方式可以为趣点唱所用，基于这种模式的运营将提升客户体验和示范效应，扩大应用的下载量和推广度。

（二）盈利模式

1.C2B模式的点歌，按比例抽取歌手的佣金。

2.粉丝为歌手购买的增值业务，（例如：守护，礼物），按比例跟歌手分成。

3.众筹模式成功后的原创歌曲，需购买收听，维护知识产权价值。

4.会员费用，建立平台的不同会员权限和收费标准，扩大客户群和价值链。

（三）财务计划

（四）部门设置

五、未来展望及总结

移动互联网的飞速发展，数字音乐的主战场也从以前的PC端逐渐向移动端进行转移，音乐APP之间的竞争成为移动终端的主要内容之一，随着技术的成熟，音乐APP逐渐成为了手机播放的竞争主体。

趣点唱综合其他音乐类APP的优势，并加入自己新的技术设计和互动模式的创新，将带给消费者新的试听体验，市场潜力巨大。同时其开启的免费盈利模式加内置广告的营销策略，将缩减营销成本，从而节省资金，转而加大技术和产品应用的扩展，后续可以利用现有的下载量和客户的知名度创新更多的平台，增加更多的盈利空间。

投资趣点唱将进一步跟随移动互联网强劲的增产潜力和市场消费能力，随着更多的融资，将发挥更大的市场价值，推动一场新的增长趋势，趣点唱无论是市场开发前景、相对竞争力和比较优势以及营销推广模式、广告以及盈利范围都是独特的，综合起来将创造更多的利润价值。前景十分广阔，值得期待。

第二篇：美团商业计划书

MEITUAN BUSINESS PLAN

班级：英语121

组员：1231010 程涵

1231015 纪鹏云

1231018 董园园

1231020 马雯

1231027 雷金鹏

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Table of Contents

1. EXECUTIVE SUMMARY

2. COMPANY SUMMARY & MANAGEMENT 3. PRODUCT OR SERVICE

4. MARKET ANALYSIS

5. MARKETING STRATEGY & FINANCIAL PLAN

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1. Executive Summary

1.1 Company Overview:Meituan takes homonym for "group once a day” in Chinese. Meituan was established on March 4, 2010. Meituan is earliest Chinese group-buying on the Internet. On the one hand, Meituan is a company that provides the most trustworthy, low discount and high quality service to customers. On the other hand, it is also helps the businesses of Meituan to find the most appropriate consumers and offer them the maximum benefits of the Internet marketing. Meituan is a combination of social media and e-commerce instead of the traditional old-fashioned e-commerce.

1.2 Holdings: $12 million capital injection when Meituan founded, $50 million investment from Alibaba and Hongshan. Ali will hold the group shares about 10% - 15%.In March 2014, for $300 million Cround of financing.

1.3 Management: business is developing very fast and has a standardized modeling.

①.No management or spontaneous management;

②.Scientific management belongs to the modern enterprise management; ③.A fair, open and transparent way of management.

1.4 Service: Meituan has just completed the development of $700 million in financing, which valued at $7 billion. Compared with other sites, Meituan is more close to the masses.it is inevitably leads to a lot of new entrants into the group-buying industry, and then there is competition in the industry. Meituanhas a good after-sales service, larger market share, excellent team and multi-channel marketing; it will survive in fierce competition.

1.5 Market analysis: Meituan business coverage is wide, which means the more value of it in the market of natural. According to the definition of the market, buying is monopoly competition, but Meituan provides different services.

1.6 Strategy implementation: Given the Meituan in a speed development time, so the choice of strategy can be a little aggressive. The group itself is an industry leader and maintains their industry leading position. So Meituanstrategy can be summarized as flexible composite, that is, through innovation to keep aggressive at the same time, maintain and leading position in the industry and the stability of the company.

1.7 Financial plan: Meituan will be in a few big categories: hotels, movies, and continue to invest in such fields as take-away meals.

2. Company Summary & Management

Meituan has provided beneficial conditions for consumers to find the most trustworthy business,accompanying with ultra-low discount but high quality service. For businesses to find the most appropriate consumers, for merchants to provide maximum benefits of Internet marketing.

2.1The scale of Meituan

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The sales amount of Meituan in July 2012 was more than 500 million yuan, the local service sales accounted for 95.14% of total sales.

The sales number in August 2014 was over 4.5 billion yuan. By August, the monthly sales number of Meituan subsection including Beijing, Shenzhen, Shanghai, Guangzhou, Xian, Wuhan, Hangzhou, Chengdu reached RMB 100 million respectively.

2.2 National operation centers

Meituan will set a national operation center in the provincial capital of Hebei province --Shijiazhuang, the reporter learns from Shijiazhuang city business bureau that Meituan will build up a national operation centre in Jinshi industrial park in Shijiazhuang. In the future, Shijiazhuang national operation will take over data processing, call center, service management, document edit, daily business operations and other functions. As soon as Shijiazhuang national operation centre opens, it will have a size of 3000 employees,which is expected to provide 5000 positions in five years and create output value of 100 billion yuan.

2.3 Service system

(a) Integrity is the foundation of Meituan, neither in the past nor in the future, will nobodycheat in the number of deals.

(b)In the aspect of system and culture,Meituan teaches each employee to treat both merchants and customers sincerely.

(c) Once the trading list is launched on Meituan, it cannot be changed so it prevents of the possibility of fraudulent numbers.

(d) Meituan will establish "the supervision committee". it will invite media, famous blogs and the Internet industry professionals as well as common netizens to join.

(e) Since its inception on March 4, 2010, Meituan has been trying to provide a local service for consumer e-commerce. As the first group shopping which applied to join in the 12315 green satisfactions in the first place while developing itself.

2.4 No anxiety after consumption

(a) "No consumption within 7 days, unconditional refund" plan

Meituan promises that every consumer who has successful group shopping in Meituan application,if not use the consuming ticket in 7days due to some reasons, can call the web service to reflect, and if it accord with standard of refund, the nets will return the money to consumers in the first time.

(b)"consumption not satisfied, receive for free" plan

Meituan adds the creative protection for consumers that if they are not satisfied with the service,they can receive the service for free,on the basic of "not spending within 7 days, unconditional refund" plan, which provides a more complete protection.

(c)"overdue consumption, immediate refund “plan

On March 4, 2011, the first anniversary of the establishment of Meituanannounced "overdue return” plan officially. Namely in the future

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Meituan users with overdue consumption will receive a refund service. Before March 31, Meituan has returned 10milion yuan to the corresponding network users. The move in group-buying industry is the first time in the world. Utmost safeguard the interests of users, remove the trouble back at home of users.

3. Product or Service

3.1Meituanfocuses on the local service of group-buying,and based on the satisfaction of consumer, in a word; the protection measures of consumer can be done very well.

3.2 Meituan firstly found consumer protective systems of carefree group-buying ,it included you can get no conditional refund if don't consume group-buying ticket in one week if you feel unsatisfactory ,Meituan will pay it for you ;if your expired group-buying coupons don't be used , you would get unconditional refund . there are other favorable , and there is a suitable one for you .if consumers face with all of problem in the process of group-buying , Meituan will solve them .because the service quality of Meituan is very good , so Meituan get good reputation in the consumers , some old consumers will introduce many new consumers to Meituan. Therefore,Meituan have broad consumer market.

3.3 When consumer buy something in the Meituan , the seller will be responsible for logistics , actually consumer also need to pay for a part of fee .and the way of logistic is that you will receive a unique network code when you have paid for it. Then when you arrive at the city that you want to live,you can get corresponding commodity .theoretically ,it can save time and fee of logistic ,and it will made consumer more reassuring , so consumer will buy many products on the Meituan.

3.4 over the several years, Meituan always insist on the management of the supreme statues of consumers, Meituanproduct is produced to meet the requirement of consumer,and it marketing and service structure is designed for the interest of consumer. Besides, Meituan can adopt reasonably consumer’s suggestion.

3.5 Meituan faced with different consumers , then it would use different marketing means .for example , many consumer can use Meituan APP. Wherever you are , you can get everything that you want , so it is convenient .you should not get to some shop ,and products also can be taken to you hand.

3.6Every day,Meituan often hold some favorable activities, you only use few money to buy some product. Actually, you enjoy a big discount.

3.7Meituan can create consumer value,and they hope get the satisfaction and loyalty of consumer. Meanwhile, with the repaid development of economy,Meituan also consistently expand service scope, pioneer new consumption market. It can be getting more attention of consumer.

3.8Meituan consumer value mainly get loyalty of consumer, it can protect

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the choice and convenience of consumer.

4. Market analysis

As Brain Wood said, if there is no competition, there is probably no market.

There are several forms of network group-buying. Group-buying organized by sellers. The group’s biggest feature is the preferential price, with all the advantage of network shopping, such as saving time, saving money and saving energy.

4.1 .Market size and growth:

As a popular development of group-buying network, the Meituan’s market size has reached at least 90 billion yuan, with its establishment for 5 years, the sales volume of Meituan has been rapidly increasing. It is reported that in the April of 2015, the whole trading volume has made a breakthrough for 8.4 billion. Compared with the last month, the chain growth has risen to 12%. According to such rate, the annual trade volume will be reached more than 130 billion.

4.2. Industry performance:

As a earliest established network at home, Meituan is also the strongest group-buying network in all aspects. First and foremost, Meituan is different from Groupon in their values. Meituan pursue that customers first and sellers second, however, Groupon puts the sellers first while customers second. What’s more, Meituan permits that there is no need to worry about your group-buying, in the other word; it means that group-buying is secured. It also has guarantee of the after-sale services. At the beginning it attached much attention on honesty, it has provide a good price , goods and good service for customers

4.3. Competitor analysis:

It is unavoidable that the competition exists. And the competition comes from the same industry. Meituan’s competitors are a series of group-buying network like public comments on the net, the shake hand net, the full seat net, and the sticky rice net as well as love helping net., all of which are newly-born after the Meituan and their service also very attractive.

4.4. SWOT Analysis:

Advantage:

Meituan is becoming more and more popular in the modern society. It has an excellent technical team and rich experience. Its products mostly are in service.

Disadvantage:

The way of spreading and investing is relatively narrow. The management of guests finance is not perfect.

Opportunity:

Group-buying in china has a large market. There are many customers in Meituan, and with the development of web internet, group-buying will come to

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people’s life.

Threat:

The group-buying market is in chaos, there are some incorrect management and policies. The profit model is simplex and the attractiveness to the finance is a little small.

5. Marketing Strategy & Financial Plan

5.1 Marketing strategy:

5.1.1. Product strategy

The purpose of Meituan is to find the most trusted business for consumers, to allow consumers to enjoy the lowest discount services every day and to find

the most appropriate products for consumers. Meanwhile provides maximum

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internet promotion for businessmen.

5.1.2. Channel strategy

Network group purchase is a kind of network marketing activities, is also a kind of service and marketing activities, because of service inseparability characteristics, so it is a generally direct channel strategy.

5.1.3. Promotion strategy

Now Meituan mostly uses lottery promotion, advertisement and Invite rebate.

5.1.4. Personnel strategy

Meituan pays more attention to the needs of high qualified personnel and also scientifically, systematically trains their staff, shortens the training period and improves the efficiency of office and training department. At the same time, Meituan treats fairly on the promotion of staff and plays a role in motivating the staff

5.2 Financial Plan

5.2.1. Opportunities and Risks

Nowadays, we can see many opportunities for the development of team buying on the Internet. First, huge netizens provide a broad space for the development of team buying on the Internet. So Meituan has a broad prospect of market. Second, the continuous development of the Internet and the diversification of the online payment tools will give us a positive impetus to the development of Meituan. Now the popularity of Internet offers the opportunity to Meituan to expand user groups, each of the Internet users, especially office white-collar workers and university students groups are likely to become the net user groups of Meituan, together with the brand awareness and consumer satisfaction of Meituan can be counted on one’s fingers, then when people use the team buying on the Internet, people are likely to become Meituan users, which more than other competitors. The increasing diversity of Online payment tools will provide convenience for the future of group buying on the Internet, and can save the time and cost of the product, let consumers constantly to take part in group buying on the Internet at any time. By doing so also provides considerable convenience for consumers. Nowadays, mobile phone operators and manufacturers are cooperating in the development of mobile payment instruments, so in the future, diversification payment tool and mobile payment will continue to bring new vitality to the network groups. Last but not least, China's overall economic level and product diversification and the diversification of the consumers’ personalities offer chance to the development of team buying on the Internet. Thus consumers prefer to accept new consumption patterns of group buying on the Internet Meituan will have a bright future.

We also face a lot of risks. First, the competition between group buying networks. The competition between e-commerce giant and group buying network. Second, the limitation of website management – Regional . Lastly, merchant can’t give reliable guarantee to the quality of service and products.

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5.2.2. Financial projections

First, Meituan will draw on a variety of intelligent terminal application and will accumulate the maximum of consumer users and large-scale operational network which can maximize the user groups of team buying on the Internet, as well as the promotion of commercial services, and form a virtuous cycle of business service chain.

Second, about payment, we will use QR codes, sound waves and other means of payment. Thus we will no longer have to worry about preparing the cash in advance, don't have to worry about receiving counterfeit money, and also have real time control over sales.

Lastly, we will restrain and guarantee the quality of service and create a transaction security.

5.2.3. Forecasts

All in all, we hope that we can have 10 billion Yuan loan. We are sure that we will have a good development. We will overcome the threat and find the good solution. Meituan is still in an initial stage, we have potential to develop, innovate and imitate. In the future; we will have a vertical business. This can improve Meituan firmly face uncertainty in the risk of the market. Then we will copy cat's movie model in more areas. Last, we will cooperate with online company and sell some products to the right businesses.

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