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1MEITUANBUSINESSPLAN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2TableofContents1.EXECUTIVESUMMARY2.COMPANYSUMMARY&MANAGEMENT3.PRODUCTORSERVICE4.MARKETANALYSIS5.MARKETINGSTRATEGY&FINANCIALPLAN31.ExecutiveSummary1.1CompanyOverview:Meituantakeshomonymforgrouponceaday”inChinese.MeituanwasestablishedonMarch4,2010.MeituanisearliestChinesegroup-buyingontheInternet.Ontheonehand,Meituanisacompanythatprovidesthemosttrustworthy,lowdiscountandhighqualityservicetocustomers.Ontheotherhand,itisalsohelpsthebusinessesofMeituantofindthemostappropriateconsumersandofferthemthemaximumbenefitsoftheInternetmarketing.Meituanisacombinationofsocialmediaande-commerceinsteadofthetraditionalold-fashionede-commerce.1.2Holdings:$12millioncapitalinjectionwhenMeituanfounded,$50millioninvestmentfromAlibabaandHongshan.Aliwillholdthegroupsharesabout10%-15%.InMarch2014,for$300millionCroundoffinancing.1.3Management:businessisdevelopingveryfastandhasastandardizedmodeling.①.Nomanagementorspontaneousmanagement;②.Scientificmanagementbelongstothemodernenterprisemanagement;③.Afair,openandtransparentwayofmanagement.1.4Service:Meituanhasjustcompletedthedevelopmentof$700millioninfinancing,whichvaluedat$7billion.Comparedwithothersites,Meituanismoreclosetothemasses.itisinevitablyleadstoalotofnewentrantsintothegroup-buyingindustry,andthenthereiscompetitionintheindustry.Meituanhasagoodafter-salesservice,largermarketshare,excellentteamandmulti-channelmarketing;itwillsurviveinfiercecompetition.1.5Marketanalysis:Meituanbusinesscoverageiswide,whichmeansthemorevalueofitinthemarketofnatural.Accordingtothedefinitionofthemarket,buyingismonopolycompetition,butMeituanprovidesdifferentservices.1.6Strategyimplementation:GiventheMeituaninaspeeddevelopmenttime,sothechoiceofstrategycanbealittleaggressive.Thegroupitselfisanindustryleaderandmaintainstheirindustryleadingposition.SoMeituanstrategycanbesummarizedasflexiblecomposite,thatis,throughinnovationtokeepaggressiveatthesametime,maintainandleadingpositionintheindustryandthestabilityofthecompany.1.7Financialplan:Meituanwillbeinafewbigcategories:hotels,movies,andcontinuetoinvestinsuchfieldsastake-awaymeals.2.CompanySummary&ManagementMeituanhasprovidedbeneficialconditionsforconsumerstofindthemosttrustworthybusiness,accompanyingwithultra-lowdiscountbuthighqualityservice.Forbusinessestofindthemostappropriateconsumers,formerchantstoprovidemaximumbenefitsofInternetmarketing.2.1ThescaleofMeituan4ThesalesamountofMeituaninJuly2012wasmorethan500millionyuan,thelocalservicesalesaccountedfor95.14%oftotalsales.ThesalesnumberinAugust2014wasover4.5billionyuan.ByAugust,themonthlysalesnumberofMeituansubsectionincludingBeijing,Shenzhen,Shanghai,Guangzhou,Xian,Wuhan,Hangzhou,ChengdureachedRMB100millionrespectively.2.2NationaloperationcentersMeituanwillsetanationaloperationcenterintheprovincialcapitalofHebeiprovince--Shijiazhuang,thereporterlearnsfromShijiazhuangcitybusinessbureauthatMeituanwillbuildupanationaloperationcentreinJinshiindustrialparkinShijiazhuang.Inthefuture,Shijiazhuangnationaloperationwilltakeoverdataprocessing,callcenter,servicemanagement,documentedit,dailybusinessoperationsandotherfunctions.AssoonasShijiazhuangnationaloperationcentreopens,itwillhaveasizeof3000employees,whichisexpectedtoprovide5000positionsinfiveyearsandcreateoutputvalueof100billionyuan.2.3Servicesystem(a)IntegrityisthefoundationofMeituan,neitherinthepastnorinthefuture,willnobodycheatinthenumberofdeals.(b)Intheaspectofsystemandculture,Meituanteacheseachemployeetotreatbothmerchantsandcustomerssincerely.(c)OncethetradinglistislaunchedonMeituan,itcannotbechangedsoitpreventsofthepossibilityoffraudulentnumbers.(d)Meituanwillestablishthesupervisioncommittee.itwillinvitemedia,famousblogsandtheInternetindustryprofessionalsaswellascommonnetizenstojoin.(e)SinceitsinceptiononMarch4,2010,Meituanhasbeentryingtoprovidealocalserviceforconsumere-commerce.Asthefirstgroupshoppingwhichappliedtojoininthe12315greensatisfactionsinthefirstplacewhiledevelopingitself.2.4Noanxietyafterconsumption(a)Noconsumptionwithin7days,unconditionalrefundplanMeituanpromisesthateveryconsumerwhohassuccessfulgroupshoppinginMeituanapplication,ifnotusetheconsumingticketin7daysduetosomereasons,cancallthewebservicetoreflect,andifitaccordwithstandardofrefund,thenetswillreturnthemoneytoconsumersinthefirsttime.(b)consumptionnotsatisfied,receiveforfreeplanMeituanaddsthecreativeprotectionforconsumersthatiftheyarenotsatisfiedwiththeservice,theycanreceivetheserviceforfree,onthebasicofnotspendingwithin7days,unconditionalrefundplan,whichprovidesamorecompleteprotection.(c)overdueconsumption,immediaterefund“planOnMarch4,2011,thefirstanniversaryoftheestablishmentofMeituan5announcedoverduereturn”planofficially.NamelyinthefutureMeituanuserswithoverdueconsumptionwillreceivearefundservice.BeforeMarch31,Meituanhasreturned10milionyuantothecorrespondingnetworkusers.Themoveingroup-buyingindustryisthefirsttimeintheworld.Utmostsafeguardtheinterestsofusers,removethetroublebackathomeofusers.3.ProductorService3.