本文是 JL 珠宝公司为了推广珠宝品牌加盟连锁店市场而准备的面向投资者的投资
可行性分析商业计划书。通过运用战略管理、营销管理,财务管理等系一列学科的理论和
方法对项目背景介绍、行业分析、竞争分析、市场营销策略、融资方式及投资回报、财
务分析等方面进行分析，期望为项目融资 500 万元，为企业能按战略意图迅速进入目标
市场，为投资者赢得可观的利润回报。
本文首先通过 JL 珠宝公司的介绍，充分说明 JL 珠宝公司有实力做好珠宝品牌终端
销售。然后本文采用宏观环境分析模型——PEST 模型和行业竞争分析 Poter 五力模型
分析 JL 珠宝公司的内外部环境，发现我国正处于经济结构转型的关键阶段，珠宝行业
更加规范化和透明化，市场潜力巨大。同时，JL 珠宝公司所具有的独特资源和能力恰恰
与珠宝行业的关键成功因素相匹配。接着通过 STP 营销理论和 SWOT 分析模型等分析
对细分市场的分析与研究，确定 JL 珠宝公司的战略规划和目标，制定与之匹配的营销
组合策略。希望通过对目标市场和目标客户的全面分析和精准定位，迅速、成功地推广
市场品牌和知名度，塑造出自己强势的 JL 品牌；最后通过销售收入预测与财务盈利分
析，论证了此项目利润可观，且能够实现规模增长，在财务上是可行的，并针对一些可
能的风险提出相应的防范与应对措施。
JL 珠宝公司商业计划书不仅具有融资的重要功能，而且帮助即将进入珠宝首饰行业
中的投资者们提供珠宝行业中所面临的一系列管理、营销、品牌、财务等方面的参考，
能对企业的发展具有战略性的指导意义。
关键词：珠宝行业；投资分析；消费需求；商业计划书ABSTRACT
With the rapid development of China's economy, people’s consumption levels kept
improving, jewelry industry experience from the initial small workshops operate to the
present growth of brand management and becomes a popular industry in the consumer system.
Jewelry as the oldest industry which is exclusive to the nobility as luxury goods at initial stage,
have now blossom into scale industry with its huge market potential step by step, continues to
develop and gain strength in competition. In some major cities, buying jewelry has become an
impromptu consumption behavior, even become a means of investment.
This paper the business plan for JL Jewelry Company to explore Brand Franchise Chain
Store Of Jewelry was launched in investment project feasibility and market prospects. By
using the theories and methodologies of strategy management, marketing management and
financial management etc., the article has a rounded analysis on company background,
industry analysis, competition analysis, market marketing strategy, financing way and
investment repayment, finance analysis, expected a 40-million-Yuan investment for the
project to rapidly access to target markets and wins the considerable profit repayment for the
investors. Not only this business plan has the financing function, but moreover Provide
strategic guidance in enterprise's development.
Firstly, the paper introduces the basic situation of JL Jewelry Company that it has the
strength to do the jewelry brand terminal sales. Then by using the macro environment analysis
model—PEST model, the Industry competitive analysis--Porter's Five Forces Model, the
article has a analysis on company’s internal and external environment, founded that China is
in a crucial stage of economic transformation, and the jewelry market becomes more
regulated, transparent and huge. At the same time, the unique resources and competence of JL
Company match the key factors of a success jewelry company. Then, by using STP Marketing
Theory and the model of SWOT we determined the strategy of JL Company. We also
established the target market and suitable 4ps of JL Company through the analysis of market
segmentations. Through a rounded analysis of the target market and target customers, JL
Company expected a rapid and successful marketing and brand recognition. In the end, we
confirmed that the project could make good profit and returns to scale by sales forecasting
and profitability analysis and we proposed some plans for preventing risks that is possible.
This business plan was not only a financing tool but also references about how to face
the problems of management, marketing, brand and financing for the jewelry investors, even
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