本报告是针对在河南省郑州市金博大一楼建立汉玉工房绳结翡翠加盟店的 项目可行性分析研究。本报告运用现代项目管理的分析框架，对拟建项目投资决 策前进行全面技术经济分析研究，综合多种科学成果和手段对拟建项目技术、经 济和财务进行综合分析。通过对拟建项目有关因素的调查研究、分析计算，论证 项目和方案的技术、经济可行性，选择最优方案，为项目的决策提供科学依据。 本报告的研究对象是汉玉工房绳结翡翠金博大加盟店，主要研究本店投资 经营是否可行。针对可行性方面的论证，共分行业市场可行性分析、技术可行性 分析、财务可行性分析和风险可行性分析四个方面对本项目进行分析研究。 在行业市场可行性分析中，对项目面临的市场环境和商圈状态进行了分析， 这两部分是决定和影响珠宝饰品行业经营与管理的主要因素。技术可行性分析方 面主要研究了项目实施技术的可行性与营销组合的分析。财务可行性分析则主要 从财务的角度分析研究项目能否带来预期的效益，主要是通过一些财务指标来说 明分析的。在风险可行性分析研究中，对相关政策及内部经营管理方面进行了风 险分析，以有助于投资者提高风险意识，加强对风险的管理，以取得预期的效益。 本篇报告的创新在于内容和方法的创新。一是根据本人所看过的有关项目 的可行性研究报告大都是对工程项目的可行性分析研究，对于珠宝饰品加盟的可 行性分析目前还没有找到。依据项目的需要，本报告的主要内容是对建立珠宝饰 品加盟店的可行性分析研究。二是根据本人所拜读过的项目可行性研究报告大多 是侧重于市场和财务两个方面的分析。本文则根据项目的需求的不同，又着重分 析了项目的实施的技术可行性。使得项目更加清晰、明确，也便于将来的管理与 控制。最后，在分析方法方面，我们有拘泥于方法的形式，重在应用的效果。 本报告共划分了六个章节。首先是绪论，主要介绍了项目可行性研究的有 关理论和方法与连锁经营概念，第一章从绍了本项目的基本情况，从而为后面的 可行性研究做准备。第二到五章是本文的重点，报告从市场、技术、财务、风险 四个方面对项目的可行性进行全面的分析论证，评价其可行性程度，为投资决策 提供理论依据。第六章则是本文的结论和对本项目的建议。 关键词:项目可行性汉玉工房加盟项目营销组合 Abstract This thesis is a result of feasibility research of opening a store of HanYU Jadeite at the first floor of Kingbird Mall in Zhengzhou City Henan Prov. Under the modern project management analyzing structure, fully analyzed the project to bi invested in all technology and economic research, multi scientific method and research way are implemented to analyze this project in technology, economic and finance. Through the computing and analysis and investigation, the best solution was found and supplied scientific proves for this project. The analyzing goal is the store of HanYU Jadeite at the first floor of Kingbird Mall, and the author mainly discussed whether the project is applicable. In order to show the investors the project is applicable, the author analyzed the project if four aspects: market feasibility、technology feasibility、finance feasibility and risk feasibility. In the first part of market feasibility, the market environment and business circle were analyzed, because these two kinds of aspects are the main elements that affect the jewelry decoration operating and management. In the analysis, the technology feasibility was discussed; the project implementing technology and the project plan are also introduced. In the part of finance analyzing, the author analyzed the whether the project can bring profit to the investors; it is mainly discussed through some financial indicators. And at last, the author made a risk analysis about the inner operating and management, it is helpful to promote the acknowledgement about the risk of the project, and reinforce the management about the risks, so that the expected profit can be earned. The innovation of this thesis lies in the innovation of the contents and methods. At the first, most the researches of project feasibility are about engineering project. The project feasibility research for the jewelry decoration was not found so far. The thesis is about the study of project feasibility about the jewelry decoration according to the necessary f project. Secondly, most documents about the project feasibility are about the market and finance. In the thesis, the operating was also studied, thus the project became very clear and easy to be controlled and managed. Furthermore, the author was not limited by the methods or ways, but focused in the effect. This thesis can be divided into six chapters. In the first chapter, the basic condition of the project is introduced. Form the second chapter to the fifth chapter, the author analyzed the feasibility of the project from the aspects If market, technology, finance, risk, finally the feasibility of the project was found out. In the sixth chapter, the author gave the suggestion for the project. Key word: project feasibility HanYu Jadeite chain project marketing integration III 目录 引言·............................................................................................1 第一章项目总论·.. ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 8 1.1项目所在地基本情况·..............................................................9 1.2汉玉工房简介·....................................................................10 1.3金博大汉玉工房绳结翡翠加盟店简介·......................................13 第二章翡翠饰品行业市场与商圈的分析·................................... 15 2.1翡翠饰品的产业分析·························································巧 2.2环境分析·..........................................................................18 2.3商圈的分析·.......................................................................25 2.4珠宝饰品行业市场与商圈分析的小结·.........................................35 第三章汉玉工房加盟项目的市场营销组合研究·..........................36 3.1项目实施的技术可行性研究·.. ... ... ... ... ... ... ... ... ... ... ... ... ... 3 6 3.2汉玉工房加盟项目的营销组合策略研究·...................................37 3.3汉玉工房加盟项目的营销组合研究小结·...................................42 第四章财务可行性分析·........................................................... 43 4.1项目整体投资估算·..............................................................43 4.2汉玉工房绳结翡翠金博大加盟店损益预估分析·.............................45 4.3财务可行性分析小结·...........................................................47 第五章风险可行性分析·...........................................................48 5.1汉玉工房加盟项目的外部风险分析·.........................................48 5.2内部管理与控制风险分析················································49 5.3汉玉工房加盟项目风险分析小结·............................................50 第六章结论与投资建议·........................................................... 51 附录一:郑州市绳结翡翠市场认知度及消费现状调查问卷表·........53 附录二:特许连锁经营的优势与劣势分析·......................................55