随着中国经济的高速发展，国民收入不断增加，人们日益追求高品质的生活，由此 产生消费升级所带来的经济效益不容小觑，而进口中、高端服装将长期受益于此。ZH 集 团是一家资金实力雄厚的央企，目前正为手中资金寻找较好的投资渠道，同时希望抓住 服装消费升级的机遇培育出新的盈利增长点，计划与欧洲著名的百年老店 JV 集团共同 出资筹建 ZP 公司作为 JV 集团旗下的 CT 品牌服装运营载体。 本文的研究目标为运用投资回报分析工具，为 ZH 集团利用 ZP 公司这个平台引进 CT 服装品牌项目提供投资决策支持，同时采用战略、营销手段、运营管理、人力资源 等学科知识，为成功引进 CT 服装后的品牌运营提供商业策划，从而打消投资方对投资 本项目的疑虑，使其放心投资。 本文采用的是商业计划书的文体进行撰写，首先介绍了研究的背景和意义，通过对 相关文献的研究确定研究的方法；通过对 CT 品牌服装项目的外部、内部环境分析 （SWOT 分析），设计并选定项目战略；使用营销学中 STP 理论寻找 CT 品牌服装目标 市场，并制定相应的定价及广告推广等营销策略；通过对 CT 品牌服装项目的人力资源 规划、服务质量管理计划以及 CT 品牌运营方案对 CT 品牌服装项目的整个运营方式进 行规划；使用净现值、投资回收期以及内部收益率等计算方法对 CT 品牌服装项目进行 投资回报分析；最后利用单、双因素敏感性分析，找出影响 CT 品牌服装项目的关键风 险因素并阐述相关的应对措施。 根据本文的投资回报分析结果显示，CT 品牌服装项目的投资回收期、项目的净现 值、内部收益率、以及修正后内部收益率等指标均表现良好，由此可见 CT 品牌服装项 目的具有良好经济投资价值。同时通过风险与不确定性分析可知此项目具有较强的风险 防御特性并对有关的风险管控措施进行阐述。综上，CT 品牌服装项目的投资回报情况 良好，投资者所承担的风险总体来说的可控的，并且属于可接受范围之内，CT 品牌服 装项目值得投资。 关键词，商业计划书、服装、消费升级、投资回报II ABSTRACT With the rapid development of China’s economy and continuous increase of national income, people have been gradually in pursuit of high quality life, which has resulted in the consumption upgrade. The economic benefit brought by that is not to be sniffed at either, and the import mid and high-end clothing will benefit from this for a long time. As a central enterprise with financial strength, ZH group has been presently looking for a better investment channel for the fund in his hand and meanwhile the group hopes to grasp the opportunity of clothing consumption upgrade to foster new profit growth point. It plans to co-fund with the European well-known hundred - year - old JV group to establish ZP Company as the operating carrier of CT brand clothing subordinate to JV group.As the aim of this paper, it is to apply the analysis tool of investment & return in providing investment decision-making support for introduction of CT brand clothing project by ZH group which utilizes the platform of ZP Company. Meanwhile, by adopting academic knowledge such as the strategy, marketing, operation management, human resource and so on, it will provide the commercial planning after successful introduction of CT clothing for its brand operating so as to eliminate the investors’ doubt on this project and they will be confidently pumping in capital. Written as the form of Business Plan, this paper has initially introduced the research background and influence, and made decision of the research method through the research of related literatures; through the analysis of both external and internal environment of CT brand clothing project (SWOT: Superiority Weakness Opportunity Threats), this paper has designed and chosen the project strategy; by adopting the STP theory of Marketing to look for the target market of CT brand clothing, it has developed the corresponding marketing strategies as pricing and advertising promotion; based on the HR planning and service quality management of CT brand clothing project, and operation planning of CT brand, it has made planning for the whole operation mode of CT brand clothing project; using the calculation methods of the net present value, payback period and internal rate of return, it has made analysis of return of investment of CT brand clothing project; finally, by the sensitive analysis of single and double factors, this paper has found out the key risk factors affecting CT brand clothing project and illustrated related countermeasures.III According to this paper's analysis result of return of investment, it shows that indicators of CT brand clothing project, such as investment payback period, the net present value, internal rate of return, and the revised internal rate of return, are all of good performance. Thus it can be seen that the CT brand clothing project has very good economic investment value. Meanwhile, through the analysis of risk and uncertainty, we can see that this project has strong characteristics of risk prevention and this paper has also made illustrations of related risk management and control measures. In conclusion, the return of investment of CT brand clothing project is in good condition and the risk that investors have to bear is overall under control and belongs to the acceptable range. CT brand clothing project is worth the investment. Keyword: Business Plan, clothing, consumption upgrade, return of investmentV 目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单...............................................................................................................................VIII 第一章 绪 论............................................................................................................................1 1.1 研究背景及意义.............................................................................................................. 1 1.1.1 服装行业发展简介................................................................................................... 1 1.1.2 项目背景简介........................................................................................................... 2 1.1.3 研究的意义............................................................................................................... 3 1.2 文献综述.......................................................................................................................... 3 1.2.1 商业计划书的文献................................................................................................... 3 1.2.2 战略管理的文献....................................................................................................... 4 1.2.3 营销管理的文献....................................................................................................... 5 1.3 研究内容及方案.............................................................................................................. 5 1.3.1 研究内容................................................................................................................... 5 1.3.2 研究方法................................................................................................................... 6 第二章 CT 品牌服装项目战略分析........................................................................................8 2.1 项目外部环境分析.......................................................................................................... 8 2.1.1 宏观环境分析........................................................................................................... 8 2.1.2 服装行业分析......................................................................................................... 11 2.2 项目内部环境分析........................................................................................................ 12 2.2.1 CT 品牌价值............................................................................................................ 12 2.2.2 SWOT 分析.............................................................................................................. 12 2.2.3 项目战略分析......................................................................................................... 14 2.3 战略选择........................................................................................................................ 14 2.4 本章小结........................................................................................................................ 15 第三章 CT 品牌服装项目营销策略......................................................................................16 3.1 市场细分........................................................................................................................ 16 3.2 目标市场选择................................................................................................................ 17VI 3.3 目标市场规模................................................................................................................ 18 3.4 定价策略........................................................................................................................ 19 3.5 广告推广........................................................................................................................ 20 3.6 促销活动........................................................................................................................ 20 3.7 其他营销方式................................................................................................................ 21 3.8 本章小结........................................................................................................................ 21 第四章 CT 品牌服装项目运营规划......................................................................................23 4.1 人力资源规划................................................................................................................ 23 4.1.1 组织架构................................................................................................................. 23 4.1.2 人员需求................................................................................................................. 24 4.1.3 薪酬......................................................................................................................... 25 4.1.4 人员招聘计划......................................................................................................... 26 4.2 服务质量管理................................................................................................................ 27 4.2.1 前台服务标准......................................................................................................... 27 4.2.2 后台工作质量控制................................................................................................. 28 4.3 CT 品牌运营策略 .......................................................................................................... 28 4.4 本章小结........................................................................................................................ 29 第五章 CT 品牌服装项目投资估算与财务分析..................................................................30 5.1 收入估算........................................................................................................................ 30 5.2 投资成本估算................................................................................................................ 31 5.3 CT 品牌服装项目现金流预测 ...................................................................................... 36 5.4 CT 品牌服装项目的筹资方式 ...................................................................................... 39 5.5 CT 品牌服装项目投资回报分析 .................................................................................. 39 5.6 CT 品牌服装项目投资权益调节 .................................................................................. 42 5.7 资本退出方式................................................................................................................ 42 5.8 本章小结........................................................................................................................ 43 第六章 风险与不确定性分析................................................................................................45 6.1 单因素敏感性分析........................................................................................................ 45 6.2 双因素敏感性分析........................................................................................................ 46 6.3 CT 品牌服装项目风险控制对策 .................................................................................. 47VII 6.3.1 营业收入不达预期风险......................................................................................... 48 6.3.2 汇率波动风险......................................................................................................... 48 6.3.3 租金上涨风险......................................................................................................... 48 6.4 本章小结........................................................................................................................ 48 结 论......................................................................................................................................49