随着城市综合型服务社区的建成和使用，满足社区居民日常消费及生活服 务的需求正处于不断增长的旺盛期。在西北内陆城市兰州，目前的零售市场还 没有形成一种让客户产生依赖的综合服务体系，特别是逐渐兴起的社区便利店， 还远未达到信息化便利店的经营水平，与东部发达城市的行业市场相比差距显 著。 “每时美客”社区便利店的创建，旨在满足快节奏生活下社区居民的便捷 购物需求，致力于为住户提供全方位的生活服务解决方案。摒弃传统的便利店 以卖方为主的经营理念，站在消费者的立场开展从采购、配送到销售的日常经 营活动。以目前较为成熟的信息共享系统为支撑，创建符合本地居民消费需求 的社区服务终点站，努力为社区居民带来全新的购物服务享受。 本文通过对社区便利店的市场调研和分析比较，参考国内外连锁便利店的 发展现状，从创业的角度寻找适合服务型社区便利店发展的营销模式，以 “每 时美客”社区便利店为研究对象，运用市场营销、组织人事、战略分析、公司 财务、风险管理等理论知识，通过对便利店的学习借鉴和创新创意，制定“每 时美客”社区便利店的商业计划。 关键词：社区便利店；便捷服务；创业；商业计划书MBA 学位报告 作者：完颜晓丹 “每时美客”社区便利店商业计划书 II Abstract With comprehensive community service completion and use of the city, meet the needs of community residents' daily consumption and life service is in the midst of the exuberant growing period. In the northwest inland city of lanzhou, the current retail market has not yet formed a kind of let customers rely on comprehensive service system, especially the emerging community convenience stores, convenience stores is still far from reach informationization management level, compared with the developed eastern city industry market gap significantly. The purpose of creating “Moment Convenience Store” is to meet the needs of convenient sh opping of people who live in the fast-paced living condition, and to provide a full range of living service solutions. Instead of the traditional convenience store is given priority to with the seller, s tand in the position of consumer from the procurement and distribution to sales of daily business activities. Supported by information sharing system is relatively mature, created in accordance w ith the local residents' consumption demand of community service terminal, efforts to bring new shopping service for the community residents to enjoy. This paper based on the market research and comparative analysis of community convenien ce store, and reference convenience store chain development present situation at home and abroa d, to find a suitable service from the perspective of entrepreneurial community convenience store marketing mode of development, to \all\ community convenience store as the research object, using the market marketing, organization of personnel, strategic analysis, corporate finance, risk management, and other theoretical knowledge, through to the convenience store to learn from an d innovative ideas, develop \moment\ community convenience store business plan. Keywords: Convenient services; Entrepreneurship; Abusiness planMBA 学位报告 作者：完颜晓丹 “每时美客”社区便利店商业计划书 III 目录 一、绪论.............................................................................................................................. 1 1.1 项目背景及意义..................................................................................................1 1.2 项目介绍.............................................................................................................. 2 1.3 相关理论综述......................................................................................................2 1.4 研究方法与内容...................................................................................................3 二、“每时美客”外部环境分析............................................................ 6 2.1 宏观环境分析......................................................................................................6 2.2 行业环境分析....................................................................................................11 2.3 行业竞争分析.....................................................................................................16 2.4 竞争对手分析....................................................................................................18 三、“每时美客”内部环境分析与战略制定.......................................22 3.1 组织资源............................................................................................................ 22 3.2 技术资源............................................................................................................ 23 3.3 物流资源............................................................................................................ 24 3.4 客户资源............................................................................................................ 25 3.5 战略制定............................................................................................................ 26 四、“每时美客”目标市场选择与定位...............................................28 4.1 市场细分............................................................................................................ 28 4.2 目标市场............................................................................................................ 31 4.3 产品及服务定位................................................................................................33 4.4 市场发展规划....................................................................................................34 五、“每时美客”营销分析..................................................................36 5.1 4C 营销理论的策略选择..................................................................................36 5.2 “每时美客”促销方案...................................................................................40 5.3 长期营销策略分析........................................................................................... 42MBA 学位报告 作者：完颜晓丹 “每时美客”社区便利店商业计划书 III 六、“每时美客”财务分析..................................................................44 6.1 投资估算............................................................................................................ 44 6.2 资本预算............................................................................................................ 46 6.3 促销方案成本预算........................................................................................... 47 七、“每时美客”风险管理..................................................................49 7.1 风险识别与分类................................................................................................49 7.2 风险程度表........................................................................................................49 7.3 风险应对措施....................................................................................................51 结论和展望.................................................................................................................57