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2020年VB品牌服装门店加盟项目的商业计划书DOC

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近十年来,国内服装市场发展良好,不少 OEM 企业都纷纷转型自立品牌,其中快时 尚服装因其成长迅速、市场庞大而备受青睐。VB 品牌正是这股浪潮下转型的一家服装企 业。VB 公司 2006 年在广州开出第一家店铺,现于北上广多个城市有上百家门店,目前 还在不断扩张,计划 2020 年全国店铺总数 300 家。VB 品牌如此迅猛的扩张得益于其全 托管加盟模式。全托管加盟模式中,门店所有权归加盟商所有,但由 VB 公司全权管理, 加盟商仅享有提议权与监督权,因此本项目对 VB 公司的运营能力及品牌效应有着较高 的要求。本文将通过理论与数据论证加盟 VB 公司在西安熙地港购物中心的门店是可以 带来丰厚利润的,给加盟商投资提供参考依据。 本文采用的文体是商业计划书,先对商业计划书、服装行业、加盟模式的文献进行 研究,拟定相应的研究方法和内容;接着介绍项目的特色、选址和 VB 公司的管理能力; 通过分析项目的外部环境,结合自身优劣势,制定项目战略规划,为营销计划提供指导 方向;使用 STP 模型按照不同要素对市场进行分类,选定细分市场,定位市场,再根据 市场定位制定营销策略;通过预估加盟 VB 品牌服装项目的前期投入、运营的收入和成 本,计算出现金流,再运用 CAPM 模型得到项目的资本成本;在项目效益评价上,选择 了净现值、内部报酬率、修正内部报酬率及动态回收期等指标来分析;由于财务预测存 在偏差,因此最后对项目风险进行定性分析并给出相关对策,再用单因素和多因素敏感 性分析法对风险进行定量分析,找出关键风险因素并加以防范。 通过财务指标分析,该项目加盟期限为五年,净现值 392.14 万元,大于零,内部报 酬率 IRR 以及修正内部报酬率 MIRR 分别为 34.29%与 29.88 %,均大于项目的资本成本 17.13%。可见本项目的经济效益十分显著。最后,风险定性分析表明,在最悲观的情况 下,本项目的 NPV 有可能会达到-17.68 万元,小于零。对此,VB 公司对项目最敏感的 因素销量及售价组成的销售额进行定期监控,当季度销售额低于警戒线时,则会降价促 销促进销售量,并向加盟商承诺当实际销售额低于 85%,会按预算的 85%销售额向加盟 商计提收益。可见该项目虽有风险,但可以控制规避,投资者可以放心投资。 关键词,商业计划书;服装店加盟;净现值II Abstract In recent years,domestic apparel industry grows faster and faster, making more and more original equipment manufacturer(OEM) take a transformation to be a brand garment seller. And fast fashion clothing is a very popular niche market for its rapid growth and mass target consumers. VB Company is one of those transferring successfully in the trend. Launching its first store in Guangzhou in 2006, VB now has over 100 stores in China, mostly in Beijing, Shanghai and Guangzhou, and plans to open more than 300 stores before 2020. VB’s swift expanding results from its Full-hosting Franchise Mode. Under the Full-hosting Franchise Mode, franchisee, the one who makes the investment, owns the store but have no right to manage it, but the right of supervision. VB manages both its chain stores and franchise stores. In this case, VB’s management capacity plays an important role in the project. This dissertation will prove with theories and data that it is feasible to invest on VB’s franchise store in CityOn Shopping Mall. As a business plan, this dissertation will start with the subject’s significance and background through studying the relevant literature. After elaborating the project’s operation mode and VB’s management capability, we will show how to choose the proper strategy in the situation of the project. And then we make appropriate market management strategies with STP and 4P theories. Base on the above analysis, we describe the investment and financing plan through estimation of revenue and expenditure, evaluation of incremental cash flow and benefit. At last, we analysis the project’s risk and put forward some advice with Single- factor and Multi-factor method. This project's initial investment is 5.8 million Yuan and the Cost of Capitals of the project is 17.13%. NPV of the project is 3.92 million Yuan which is much larger than zero. The Modified Internal Rate of Return (MIRR) in previous five years is 29.88% which is greater than the Cost of Capitals of the project. Therefore, it can be concluded that the project's benefit is very significant. Under the most pessimistic circumstance, NPV of the project is -0.18 million, lower than zero. To prevent the most pessimistic circumstance, VB has set up a series of monitoring measures on the most sensitive factor- the sales volume. When the sales volume of the formerIII two month is lower than the cordon, VB will launch large promotion to increase the sales volume. And if the annual sales volume is lower than 85% of the predicted, VB will distribute the revenue according to 85% of the predicted. In this case, even the project has some risk, but the risk can be controlled and investment is prospective. Key Words: Business Proposal; Apparel Franchisee; NPVIV 目 录 摘要......................................................................I Abstract................................................................. II 目 录...................................................................IV 图表目录................................................................ VII 第一章 绪论............................................................... 1 1.1 研究背景和意义 ...................................................... 1 1.2 文献综述 ............................................................ 2 1.2.1 关于商业计划书的文献研究 ........................................ 2 1.2.2 关于服装行业的文献研究 .......................................... 3 1.2.3 关于连锁加盟的文献研究 .......................................... 5 1.3 研究方法与主要内容 .................................................. 6 第二章 项目特色与运营管理.................................................9 2.1 项目背景及运营模式 .................................................. 9 2.1.1 项目发起背景 .................................................... 9 2.1.2 项目加盟模式 ................................................... 10 2.1.3 项目人力资源配置 .............................................. 11 2.2 项目选址 ........................................................... 12 2.3 项目发起者的管理能力 ............................................... 14 2.3.1 VB 品牌定位..................................................... 14 2.3.2 VB 公司组织架构................................................. 15 2.3.3 VB 公司的供应链系统............................................. 16 2.3.4 VB 公司管理团队................................................. 16 2.4 本章小结 ........................................................... 17 第三章 环境分析.......................................................... 18 3.1 宏观经济情况分析 ................................................... 18 3.1.1 政策环境 ....................................................... 18 3.1.2 经济环境 ....................................................... 18 3.1.3 社会环境 ....................................................... 20V 3.1.4 技术环境 ....................................................... 20 3.2 行业竞争环境分析 ................................................... 21 3.3 SWOT 分析制定项目战略............................................... 24 3.3.1 S-优势 ......................................................... 24 3.3.2 W-劣势 ......................................................... 25 3.3.3 O-机会 ......................................................... 26 3.3.4 T-威胁 ......................................................... 27 3.3.5 战略选择 ....................................................... 27 3.4 本章小结 ........................................................... 28 第四章 营销计划.......................................................... 29 4.1 STP 营销............................................................ 29 4.1.1 市场细分 ....................................................... 29 4.1.2 目标市场选择 ................................................... 30 4.1.3 市场定位 ....................................................... 30 4.2 营销组合策略 ....................................................... 31 4.2.1 产品策略 ....................................................... 31 4.2.2 价格策略 ....................................................... 32 4.2.3 分销策略 ....................................................... 35 4.2.4 促销策略 ....................................................... 35 4.2.5 其它策略 ....................................................... 37 4.3 本章小结 ........................................................... 37 第五章 项目财务计划...................................................... 38 5.1 项目初始投入成本估算 ............................................... 38 5.2 项目经营预测 ....................................................... 39 5.2.1 收入预测 ....................................................... 39 5.2.2 支出预测 ....................................................... 42 5.2.3 现金流预测 ..................................................... 44 5.3 项目效益评价 ....................................................... 48 5.3.1 项目资本成本的确定 ............................................. 48 5.3.2 项目的净现值计算 ............................................... 51VI 5.3.3 内部报酬率计算 ................................................. 52 5.3.4 修正内部报酬率计算 ............................................. 52 5.3.5 动态投资回收期计算.............................................. 52 5.4 本章小结 ........................................................... 53 第六章 风险管理.......................................................... 54 6.1 风险定性分析 ....................................................... 54 6.1.1 政策风险及对策 ................................................. 54 6.1.2 管理风险及对策 ................................................. 54 6.1.3 经营风险及对策 ................................................. 55 6.1.4 财务风险及对策 ................................................. 56 6.2 风险定量分析 ....................................................... 57 6.2.1 单因素敏感性分析 ............................................... 57 6.2.2 多因素敏感性分析 ............................................... 58 6.3 本章小结 ........................................................... 60 结 论...................................................................61