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2020年佛山GMF烘焙DIY项目商业计划书DOC

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随着我国社会的进步和经济的繁荣,人们的饮食观念不断成熟,追求健康,崇尚天 然已经成为一种科学的生活方式。近几年,我国烘焙业一直保持在 10% 以上的增长速 度,相关统计显示,2016 年烘焙行业实现销售收入 2100 亿元的产业规模。低糖、低脂 肪,原料天然无污染是消费者对烘焙食品的新要求,特别是最近几年食品安全问题事件 层出不穷,更使人们对食品的安全要求继续向上提高。怎么样产出的烘焙食品才能最让 消费者安全放心呢,那就是自己亲手做的食品,即 DIY。本报告以佛山 GMF 烘焙 DIY 项目作为研究对象,通过商业计划书的形式,运用战略、营销和财务等管理学的理论, 对项目的各个方面进行详细的分析和总体规划。这不仅有利于本项目的运作,还增强了 项目的可行性,同时也为项目进行了风险预测和对策,为项目的成功提供了宝贵的指导 作用。 本文首先介绍选题的背景与意义、项目的基本情况和业务内容等方面进行了归纳。 接着,运用 PEST 模型和波特的行业竞争结构分析模型分别对宏观环境和行业竞争环境 进行了详细的分析,并且运用 SWOT 分析法对项目内部的优劣势以及外部的机会与威 胁进行了深入的研究分析,由此可知项目面临的外部环境还是十分理想的,而且内部的 优势也比劣势占优。通过以上的分析,再利用 STP 营销学为本项目选择正确的目标市场, 并且对现时项目的产品、形象、品牌进行定位置;再结合市场需求分析作为依据定制出 适合的营销目标;然后运用经典的 4P 以及 7P 理论为项目定制出与之相适应的营销组合 策略,以求达到品牌宣传、扩大影响力和提高市场占有率。在营销计划的基础上,结合 材料成本、租金成本、人员成本等方面进行了收入与支出预算,并制定相关现金流表; 最后提出本项目的风险与对策。通过以上的分析得出本项目是经济效益明显并可行的。 关键词,烘焙;营销策略;商业计划书II Abstract Along with our social progress and economic booming,people’s diet concept is becoming more and more mature.Pursuing healthy and advocating the natural trend become a kind of scientific living style. In recent years,China’s baking industry keeps 10% increasing rate annually.Related statistics shows that the baking industry sales income reached 210 billion in the year of 2016.The new requirement for baking should be for low sugar, low fat, pollution-free and natural raw material. Especially, food safety events emerged in endlessly in the recent years, which make peopleraise the standard requirement on food safety more strictly. Here comes a question on how to produce the baking food in a more safety wayThat is to DIY. This paper is to take Foshan GMF DIY baking shop as a research object, by the form of a business plan,management theory of strategy, marketing and financial, ect so that there will be a detailed analysis and general overall planning in every aspect. This will not only help to better operate but also to enhance the feasibility of this project. Meanwhile, it will also offer risk prediction and countermeasures for this project,and provide valuable guidance to the success of the project. This paper first is to introduce the background and significance why to choose this subject and introduce the basic situation and summarize the business content. Then,detailed analysis is done for the macro environment and industry competitive environmentrespectively by PEST model and Porter five models and deeply analysis is also mentioned for the interior advantages and disadvantages for this project and external opportunities and threads by SWOT. By the above analysis, make the suitable marketing goal by STP marketing for the target market product, image and branding and the analysis for the marketing demand. And customize the corresponding marketing strategy by using classical 4P and7P theory in order to achieve for the brand publicity, expand influence and increase the marketing share. Make the budget for the income and outcome on the basis of the marketing plan, and by combining with the cost of materials, renting cost and personnelcosts,ect.Then relevant cash flow table is formulated and risk and countermeasures are proposed.Through all the above analysis of this project, it concludes that this project is feasible and the economic benefit is obvious. Keywords,baking; marketing strategy; business planIII 目录 摘要.............................................................................................................................................I Abstract ......................................................................................................................................II 图表清单..................................................................................................................................IV 第一章 绪论..............................................................................................................................1 1.1 研究的背景和意义 .......................................................................................................... 1 1.2 文献综述 ......................................................................................................................... 1 1.2.1 商业计划书............................................................................................................... 1 1.3 研究的方法与内容 ......................................................................................................... 5 第二章 项目概况......................................................................................................................7 2.1 项目简介 ......................................................................................................................... 7 2.2 组织架构及团队 ............................................................................................................. 7 2.3 项目选址及硬件条件 ..................................................................................................... 9 2.4 本章小结 ....................................................................................................................... 10 第三章 项目环境分析............................................................................................................ 11 3.1 宏观环境分析 ............................................................................................................... 11 3.1.1 政策法律环境......................................................................................................... 11 3.1.2 经济环境................................................................................................................. 11 3.1.3 社会环境.................................................................................................................. 13 3.1.4 技术环境................................................................................................................. 13 3.2 行业环境分析 ............................................................................................................... 14 3.2.1 行业内竞争者......................................................................................................... 15 3.2.2 供应商的讨价还价................................................................................................. 17 3.2.3 购买者的讨价还价................................................................................................. 18 3.2.4 潜在进入者的威胁................................................................................................. 18 3.2.5 替代品的替代能力................................................................................................. 19 3.3 SWOT 分析 .................................................................................................................... 19 3.3.1 优势......................................................................................................................... 20 3.3.2 劣势......................................................................................................................... 20IV 3.3.3 机会......................................................................................................................... 20 3.3.4 威胁......................................................................................................................... 21 3.3.5 综合分析................................................................................................................. 22 3.4 本章小结 ....................................................................................................................... 22 第四章 营销战略....................................................................................................................24 4.1 STP 分析 ........................................................................................................................ 24 4.1.1 市场细分................................................................................................................. 24 4.1.2 目标市场选择......................................................................................................... 25 4.1.3 市场定位................................................................................................................. 25 4.2 营销策略 ....................................................................................................................... 26 4.2.1 产品策略................................................................................................................. 26 4.2.2 价格策略................................................................................................................. 28 4.2.3 分销策略................................................................................................................. 29 4.2.4 促销策略................................................................................................................. 30 4.3 本章小结 ....................................................................................................................... 32 第五章 项目经济效益预测及财务分析................................................................................33 5.1 必要的说明和假设 ....................................................................................................... 33 5.2 投资计划 ....................................................................................................................... 34 5.3 退出方式 ....................................................................................................................... 34 5.4 项目发展规划 ............................................................................................................... 35 5.5 销售收入预测 ................................................................................................................ 36 5.6 支出预测 ....................................................................................................................... 36 5.7 现金流量预测 ............................................................................................................... 37 5.8 项目效益评价 ............................................................................................................... 40 5.8.1 项目的净现值......................................................................................................... 40 5.8.2 项目的内部收益率................................................................................................. 40 5.8.3 项目的投资回收期................................................................................................. 41 5.9 本章小结 ....................................................................................................................... 41 第六章 项目风险及对策........................................................................................................42 6.1 市场风险与对策 ........................................................................................................... 42V 6.2 经营风险与对策 ........................................................................................................... 42 6.3 财务风险与对策 ........................................................................................................... 43 6.4 本章小结 ....................................................................................................................... 43 结 论........................................................................................................................................44