改革开放以来，我国制革行业得到快速发展，皮革专业市场也随之风生水起，在全 国遍地开花，其呈现的井喷态势引起业界关注。皮革专业市场的繁荣在某种程度上反映 了产业的繁荣，但在其快速发展的过程中聚焦了一系列问题，一方面由于产业转移、产 能过剩、成本飙升、利润下降、再加上皮革中小型生产厂家资源有限、创新能力低、品 牌意识薄弱，导致其在如此激烈的竞争环境下生存发展困难重重；另一方面由于早期市 场规划缺乏特色、经营品种繁杂，难以实现规范性和统一性的市场管理，市场内皮革销 售商 “以自我为中心，追求利润最大化、轻服务、不零售”等不良行为高涨，忽略了 产品经营过程中的服务价值，最终导致采购商采购的产品质量难以得到保障、同类产品 价格差异悬殊、交货时间过长等一系列问题。皮具生产商往往为寻找某种产品四处奔波， 到处比价，采购成本无形上升。在 DG 皮革专业市场内建立一个皮革超市平台，就是在 此背景下提出来的，希望通过该项目的实施，充分整合和利用中小型皮革生产厂家资源， 实施皮革超市的标准化、专业化、规范化管理，打造一个皮具生产企业的供应商联盟平 台，提供全方位、一站式以供应链为核心的多样化产品，对有效促进皮革超市健康发展、 推动皮革市场产业的升级转型、具有十分重要的意义。 本文即为在 DG 皮革专业市场内实施建立皮革超市的商业计划书。采用文献法、问 卷调查等方法，首先对该项目进行了详细的背景介绍，内、外部环境分析、市场需求分 析，运用波特五力竞争模型，对同行业的竞争、潜在的竞争、供应商竞争、客户竞争及 替代品竞争等方面进行分析，并对项目进行 SWOT 分析，得出项目的外部环境比较有 利，内部的优势远大于劣势。同时采用 STP 营销分析，对项目进行合理的定位后，制定 其推广策略。在此基础上，对项目的组织运营设计也做了详细的规划，并进行合理的投 资估算和效益分析。同时，对项目可能出现的风险，我们也进行了系列研究，并提出了 有效的防范措施。 通过财务预测分析得出，项目净现值（NPV）4081300 远大于零，动态回收期为年 3.62 年，内部报酬率为 30.61%，由此可见，该项目的经济利益显著，有较大的成长空 间及良好的发展前景。同时，对项目存在的风险进行分析，最终认为本项目的风险较小， 得出具备一定的投资价值的结论。 关键词，皮革；超市；商业计划书II Abstracts Since the reform and opening up , China's leather industry has been rapid development, and the leather professional market also grow fast in everywhere,a situation which presents blowout caused concern to the industry. Prosperity leather professional market to some extent reflects the prosperity of the industry,though we need to focus on a range of issues in the course of rapid development:On the one hand due to the transfer of industry overcapacity , rising costs , falling profits,coupled with the limited resources of the manufacturer of small and medium leather , low innovation, brand awareness is weak ,resulting in such a competitive environment, survival and development difficulties; On the other hand due to the lack of features early market planning ,business species complex , difficult to achieve unity of normative and market management, leather trader in the market ,self-centered , the pursuit of profit maximization, light service , not retail and other bad behavior rising, which ignored the value of goods and services in the course of business ,resulting in product quality buyers purchasing difficult to be guaranteed, the disparity in the price of similar products , delivery time is too long and other issues , and resulting in leather buyers often run around looking for a product everywhere parity , rising procurement costs of intangible. Establishing leather supermarket in the DG leather professional market , is put forward under the background.We hope through the implementation of the project, we should got the integration and utilization of the resources of small and medium manufacturers of leather, then we should got the leather supermarkets implementation of standardized , professional , standardized management to create a leather goods business procurement platform vendor alliances to provide comprehensive ,one-stop supply chain as the core of diversified products, which has great significance to effectively promote the healthy development of the leather supermarket to promote tran This article shall be a business plan that establishing leather supermarket in DG Market embodiment. We use literature, questionnaires and other methods, carried out a detailed internal and external environment analysis, market analysis, competitive analysis and SWOT analysis,and proposed the establishment of supermarkets leather importance and urgency.On this basis, the paper also made a detailed business plan on the design of the project organization's operations, gave the project a reasonable estimate of investment and benefit analysis,meanwhile, we also conducted a series of studies on project risks that may arise, and proposes effective preventive measures.The Business Plan prompt us, leather market will have a larger room for growth and good prospects for development in recent years, the dataIII and rigorous analysis detailed of the paper will offers an important reference value to the company offers, who interested in doing similar projects. We can conclude through the financial forecast and analysis that the project net present value (NPV) 4081300 much greater than zero, and the dynamic payback period is 3.62 years, the internal rate of return 30.61%, so the economic benefits of the project is significant, there is greater room for growth and good prospects for development.Meanwhile, we concluded that risk of the project is little by analyzing the risk of the project, and the project which has some investment value. Keywords: Leather; Supermarket; Business; PlanIV 目 录 摘要...............................................................................................................................................II Abstracts............................................................................................................................................II 图表清单........................................................................................................................................VII 第一章 绪论.....................................................................................................................................1 1.1 选题背景及研究意义...........................................................................................................1 1.2 文献综述................................................................................................................................ 2 1.2.1 国内外皮革市场发展概况............................................................................................2 1.2.2 中国皮革行业发展瓶颈................................................................................................3 1.2.3 中国皮革行业发展策略................................................................................................4 1.3 研究的内容和研究方法.......................................................................................................7 1.3.1 研究内容..........................................................................................................................7 1.3.2 研究方法..........................................................................................................................8 第二章 环境分析及市场需求分析...............................................................................................9 2.1 环境分析................................................................................................................................ 9 2.1.1 宏观环境分析.................................................................................................................9 2.1.2 微观环境分析...............................................................................................................12 2.2 皮革超市市场需求分析.....................................................................................................14 2.2.1 国内皮革专业市场现状及发展趋势.........................................................................14 2.2.2 DG 皮革专业市场现状.................................................................................................16 2.3.3 DG 专业市场皮革超市需求分析................................................................................17 2.3 本章小结..............................................................................................................................24 第三章 项目市场定位及推广策略.............................................................................................25 3.1 皮革超市 SWOT 分析........................................................................................................25 3.1.1 皮革超市概况...............................................................................................................25 3.1.2 皮革超市承建运营单位概况......................................................................................29 3.1.3 皮革超市 SWOT 分析.................................................................................................30 3.2 市场细分及目标市场.........................................................................................................31 3.2.1 目标市场........................................................................................................................31V 3.2.2 市场定位........................................................................................................................32 3.3 超市选址..............................................................................................................................33 3.3.1 DG 市场的整体概况.....................................................................................................33 3.3.2 项目选址........................................................................................................................34 3.4 推广策略..............................................................................................................................36 3.5 本章小结..............................................................................................................................37 第四章 组织架构及运营管理......................................................................................................38 4.1 组织架构..............................................................................................................................38 4.1.1 管理职能和机构设计.................................................................................................. 38 4.1.2 项目团队........................................................................................................................39 4.2 皮革超市运营管理..............................................................................................................40 4.2.1 运营模式........................................................................................................................40 4.2.2 盈利模式........................................................................................................................40 4.2.3 盈利点分析...................................................................................................................40 4.3 本章小结..............................................................................................................................41 第五章 财务预测及分析..............................................................................................................42 5.1 资金需求..............................................................................................................................42 5.1.1 资金需求概况...............................................................................................................42 5.1.2 资本结构与规模...........................................................................................................43 5.1.3 融资方案备选...............................................................................................................44 5.2 收益及费用支出估算.........................................................................................................44 5.2.1 收入预测........................................................................................................................44 5.2.2 成本及费用支出预测.................................................................................................. 45 5.2.3 盈利能力分析...............................................................................................................46 5.2.4 现金流分析...................................................................................................................47 5.3 财务评价..............................................................................................................................47 5.4 盈亏平衡分析......................................................................................................................48 5.5 风险资本退出......................................................................................................................49 5.6 本章小结..............................................................................................................................50 第六章 风险管理...........................................................................................................................51VI 6.1 风险识别与分类..................................................................................................................51 6.1.1 风险识别........................................................................................................................51 6.1.2 风险识别及应对措施.................................................................................................. 51 6.2 本章小结..............................................................................................................................53 结 论..............................................................................................................................................54