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什刹海乒乓球店是一家由本论文作者经营的小型个体商店，销售乒乓器材及运动服饰。英语论文范文自2000年春季开张以来，依托什刹海体校以及周边中小学校、机关团体，以可靠的质量、热情的服务赢得了一批忠实的客户。但是，由于受经营规模较小、营业时间较短、交通拥堵等客观因素限制，经营业绩一直不佳。
现代科技尤其是互联网技术的飞速发展给小型企业提供了难得的发展机遇。本论文设计将此店扩建成一家网上商店，通过采用24小时网上订购、送货上门、顾客在线交流等先进营销方式，力图在较短时期内改进服务，打开市场，广辟客源，从而使营业额及利润有较大增长。
本论文前期通过目标客户的分组问卷调查、SWOT分析法等研究方法找出扩建设计的方向。中期在网上商店的设计和建设过程中，通过《项目进度流程表》、《项目负责人工作日志》等形式来检查和保证设计内容得到及时调整和如期完成。后期在网上商店建成试营阶段，主要采取前后营业绩效的对比来进行评估。
经过前期仔细的调查分析及切实可行的设计，中期认真的建设施工和后期客观评估，本论文设计的网上商店得以顺利建成运营，不但实现了商品品种多样化、营业时间全天化、服务效率快捷化，而且客户数量持续快速增长，营业收入和利润均获得了预期的效果。实践证明，信息社会给小型企业提供了广阔的舞台，只要与时俱进，创新营销方式，同样能以小搏大、一展身手。

关键词：网上商店；乒乓球店；小型企业；扩建

Abstract

This dissertation presents a detailed report of a project implemented to expand a small table tennis shop to an e-shop. Shi Cha Hai Table Tennis Shop provides a range of equipments for professionals and amateurs, however, problems exist with the shop in that there are insufficient clients due to limited choices on brands, short business hour and traffic jams. It is hypothesized that the e-shop can serve multiple markets and customers through 24 hours online order, real time chat room, online forum, e-mail, and other practical modern technologies. A two-month project was launched to design and construct the online shop. Scientific research methods of customer survey, such as focus group, face-to-face interviews, and SWOT analysis were used in the identification and analysis of the problems. Flowchart, project framework and several other methods were also adopted in the design, implementation and evaluation of the project. With the efforts of all our project members, we achieved our final goal successfully. The e-shop attracts enormous customers, clients were multiplied out of our expectation, and the revenue increased rapidly. The results of the project demonstrated that the application of information technologies is an effective approach for small enterprises to get outstanding achievement.

Key words: e-shop; Table Tennis Shop; small enterprises; expansion

Table of Contents

Pages
1. Introduction ………………………………………………………… 1
2 Summary of the Preliminary research…………………………… 2
2.1. Problem …………………………………………………………… 2
2.2. Problem analysis……………………………………………………………… 2
    2.2.1 Company’s current situation………………………………… 2
    2.2.2 Needs and wants analysis…………………………………… 3
    2.2.3 SWOT analysis………………………………………………… 4
3. Project Objective and Hypothesis……………………………… 6
3.1. Project Objective……………………………………………………………… 6
3.2. Project Hypothesis…………………………………………………………… 6
4. Project Rationale…………………………………………………… 6
5. Project Design……………………………………………………… 7
5.1. Planning activities…………………………………………………………… 7
5.1.1 Activities with time-scale…………………………………………… 7
5.1.2 People involved and responsibilities………………………… 10
5.2. Costing………………………………………………………………………… 10
5.3. Risks analysis………………………………………………………………… 11
5.4. Management and control…………………………………………………… 12
6. Project Implementation…………………………………………… 13
6.1. General introduction of time, place
of project implementation……………………………………………………
13
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