6.4 分销渠道(place)
...................................................................................................................36
6.5 营销计划(promotion)
...........................................................................................................37
6.5.1 营销计划概述.....................................................................................................................37
6.5.2 整合沟通.............................................................................................................................39
7、 物流配送 ............................................................................................................................43
7.1 自营物流模式
.............................................................................................................................43
7.1.1 自营物流的优点................................................................................................................43
7.1.2 自营物流的缺点.................................................................................................................44
7.2 第三方物流模式
.........................................................................................................................45
7.2.1 能够让企业集中精力于核心业务 ....................................................................................45
7.2.2 提高企业物流效率............................................................................................................45
7.2.3 减少企业固定资产投资 ....................................................................................................46
7.2.4 提升企业形象....................................................................................................................46
7.3 自营物流和第三方物流的比较分析
.........................................................................................46
7.3.1 企业规模或实力................................................................................................................47
7.3.2 物流对企业的影响度........................................................................................................47
7.3.3 企业对物流的控制力的要求 ............................................................................................48
7.3.4 企业产品自身的物流特点 .................................................................................................48
7.3.5 物流系统总成本.................................................................................................................49
7.4 物流方案
.....................................................................................................................................49
8、 风险分析及对策 .................................................................................................................51
8.1 经营风险
....................................................................................................................................51
8.1.1 成本风险............................................................................................................................51
8.1.2 质量风险............................................................................................................................52
8.1.3 交易风险............................................................................................................................52
8.1.4 管理风险............................................................................................................................53
8.2 市场风险
....................................................................................................................................54
8.2.1 市场接受度风险................................................................................................................54
8.2.2 顾客信赖度风险................................................................................................................54
8.3 财务风险
.....................................................................................................................................55
8.3.1 资金短缺的风险.................................................................................................................55
8.3.2 融资和筹资中的风险.........................................................................................................55
8.3.3 负债风险.............................................................................................................................56
9、 融资与财务 ........................................................................................................................58
9.1 财务假设
.....................................................................................................................................58
9.2 财务报表预测
.............................................................................................................................58
9.3 财务指数分析
.............................................................................................................................65