首页 > 资料专栏 > 经营 > 管理专题 > 计划管理 > 2020年深绿公司植物配送及换新服务商业计划书DOC

2020年深绿公司植物配送及换新服务商业计划书DOC

美清
V 实名认证
内容提供者
热门搜索
资料大小:1263KB(压缩后)
文档格式:DOC
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2021/1/13(发布于广东)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
近几年来,随着空气污染的日趋严重,居民对于空气质量,尤 其是与平时生活工作息息相关的室内空气质量的要求越来越高。 在普通民众用于控制室内空气污染工具中,绿色植物简单、美观、 且对于控制室内空气污染有效,所以广受居民的喜爱,其需求量也 每日倍增。因此深绿公司面向绿植消费市场的客户需求提供盆栽 花卉产品及衍生服务一站式销售以帮助消费者铸就健康美观的室 内环境。 本商业计划书阐述了深绿公司植物配送与换新服务的主要内 涵,明确了其运营模式及优劣势,所在行业环境中的机会和威胁。 分析了客户需求,进而研究了竞争对手的优劣势,确认了深绿公司 采用策略方向。通过调查问卷,了解消费者的需求、购买动机等因 素。利用 STP 市场细分策略和组合营销 4Ps 策略分析,制定了适 合深绿公司发展的营销策略。并通过在运营计划进行公司架构制 定和发展计划,描绘了公司在经营过程中所需要准备的资源以及 相关相应体系。最后本商业计划书对该项目预测了未来五年的财 务预测与分析,针对可能存在的风险提出相应对策,对执行计划做 出总结概要。 通过本文研究表明,盆栽花卉零售业商业潜力巨大,投资门槛 较低,消费者需求稳定,经济效益显著,是一个实际可行的商业机 会。II 关键词 深绿公司 盆栽花卉 商业计划 客户分析 竞争分析ABSTRACT III THE BUSINESS PLAN OF DARK GREEN COMPANY’S PLANT DELIVERY AND SELLING SERVICE ABSTRACT In recent years, with the expending of air pollution, residents are taking great care of the air quality especially on the indoor air quality which is closely related to the daily life. Green plants is a simple and effective tool for controlng indoor air pollution, which is widely accepted by urban residents. Thus the requirements is increasing day by day. Dark Green company plan to meet the consumer’s needs by providing new products combination and services. This business plan introduces the new project of Dark Green Company and its new service. It also expressed Dark green company's innovation business mode and the advantages & disadvantages of the industry environment. This business plan also analyzes target customers and competitors, and make the related strategy routing. By using questionnaire to figure out the deep needs from the consumer. Such business plan uses STP method and 4Ps strategy analysis, to make the marketing strategy. After introducing the management team and structure, the plan forecasts the 5 years development target and the finance performance. Analyzing the risks when operating. In the end. The business plan summarized the key points of the project of Dark green Company. By the research of the business plan, it shows that the plant retail industry has huge potential, low investment threshold, stable consumer demand and significant economic benefits, which is a practical and feasible chance. Xiaoxi Zhang Supervised by Xiaojun Wu Keyword: Dark Green Company Plants Business Plan Consumer Analysis Competitiveness AnalysisIV 目 录 摘要......................................................................................................................... I Abstract .................................................................................................................III 第一章 绪论...........................................................................................................1 1.1 报告研究的背景及意义 ...............................................................................1 1.1.1 背景 .....................................................................................................1 1.1.2 研究意义和目标 .................................................................................2 1.2 研究内容和方法 ...........................................................................................2 1.2.1 研究内容 .............................................................................................2 1.2.2 研究方法 ...............................................................................................3 1.2.3 技术路线 ...............................................................................................4 第二章 深绿公司及项目介绍...............................................................................5 2.1 深绿公司简介 ..............................................................................................5 2.2 深绿公司植物配送及换新服务概述 ..........................................................5 2.3 深绿公司价值主张 ......................................................................................6 2.4 本章小结 .......................................................................................................7 第三章 盆栽花卉零售行业分析...........................................................................8 3.1 行业分析方法简述 .......................................................................................8 3.2 盆栽花卉零售行业宏观分析 .......................................................................8 3.2.1 社会文化环境(Social) ......................................................................8 3.2.2 法律环境(Legal)...............................................................................9 3.2.3 经济环境(Economic)......................................................................10 3.2.4 政治环境(Political).........................................................................10 3.2.5 科技环境(Technology) ..................................................................11 3.3 盆栽花卉零售行业微观分析 .....................................................................11 3.3.1 供应商的议价能力 ..............................................................................11 3.3.2 购买者的议价能力 ..............................................................................12V 3.3.3 潜在竞争者进入的能力 ......................................................................12 3.3.4 替代品的替代能力 ..............................................................................12 3.3.5 行业内竞争者现在的竞争能力 ..........................................................13 3.4 本章小结 .....................................................................................................13 第四章 客户分析.................................................................................................14 4.1 深绿公司问卷调查设计 .............................................................................14 4.2 现有市场分析 .............................................................................................16 4.3 消费者需求分析 .........................................................................................19 4.4 消费者购买动机分析 .................................................................................20 4.5 消费者购买渠道分析 .................................................................................21 4.6 衍生品及相关服务分析 .............................................................................21 4.7 本章小结 .....................................................................................................23 第五章 竞争对手分析.........................................................................................25 5.1 竞争对手分析 ............................................................................................25 5.2 深绿公司优劣势分析 .................................................................................27 5.3 竞争战略及战略选择 .............................................................................28 5.3.1 竞争战略及战略选择 ..........................................................................28 5.3.2 战略及策略选择 ..................................................................................29 5.4 本章小结 .....................................................................................................31 第六章 深绿公司市场营销计划.........................................................................32 6.1 市场细分、目标市场选择和市场定位 ....................................................32 6.1.1 市场细分 ..............................................................................................32 6.1.2 目标市场选择 ......................................................................................33 6.1.3 市场定位 ..............................................................................................34 6.1.4 销售目标预测 ......................................................................................35 6.2 营销组合策略 ............................................................................................36 6.2.1 产品策略 ..............................................................................................37 6.2.2 价格策略 ..............................................................................................37 6.2.3 促销策略 ..............................................................................................38 6.2.4 渠道策略 ..............................................................................................40VI 6.3 营销成本估算 ............................................................................................40 6.4 本章小结 ....................................................................................................41 第七章 深绿公司运营计划.................................................................................42 7.1 管理团队与组织结构 .............................................................................42 7.1.1 组织架构..........................................................................................42 7.1.2 管理团队配置..................................................................................43 7.1.3 管理团队薪酬..................................................................................43 7.2 深绿公司运营模式 .................................................................................44 7.3 深绿公司运营流程规范 .........................................................................44 7.4 深绿公司运营特点 .................................................................................45 7.5 深绿公司运营目标 .................................................................................45 7.6 本章小结 .................................................................................................46 第八章 财务预测.................................................................................................47 8.1 资金投入计划 .........................................................................................47 8.2 未来五年财务预测 .................................................................................47 8.2.1 销售收入及成本预测对照表 .............................................................48 8.2.2 利润表预测 .........................................................................................50 8.2.3 现金流量表预测 .................................................................................50 8.2.4 资产负债表预测 .................................................................................51 8.3 投资与收益分析.....................................................................................53 8.3.2 销售净利率分析 .................................................................................54 8.4 净现值(NPV)分析 ..................................................................................54 8.5 社会效益 .................................................................................................55 8.6 风险分析与对策.....................................................................................55 8.7 本章小结 .................................................................................................56 第九章 执行摘要.................................................................................................57 9.1 深绿公司业务简要说明 .........................................................................57 9.2 市场规模和市场需求 .............................................................................58 9.3 深绿公司独特资源 .................................................................................58 9.4 本章小结 .................................................................................................59VII