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2020年Q不銹鋼飾品項目商業計劃書DOC

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更新時間:2021-8-31

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隨著全球經濟發展,人類社會物質文明高度發展。人們越來越重視著裝的 時尚性和人性化,而此趨勢推動了飾品市場的快速發展,不銹鋼飾品成為新寵。 據海關總署數據統計顯示,2012年中國飾品出口已超過了 2000億元。不銹鋼 飾品己經占據歐美時尚飾品市場份額的68%;銅,合金,銀飾品僅占32%的市場 份額。同時飾品行業也成為商務部門28大類監測商品中增長速度最快的行業。 然而不繡鋼飾品行業具有進入門濫低、競爭劇烈,市場分散的特點,如何 將不銹鋼飾品行業做專做強最大程度提高競爭優勢本以“Q不銹鋼飾品” 項目作為著手點,以商業計劃書的形式分別從產品、競爭分析,市場營銷,SWOT, CIS、財務測算等方面進行闡述,對項目的發展前景和風險進行分析。 本計劃書首先從項目市場背景開始,通過市場和競爭分析、產品和品牌介紹、 企業競爭策略/營銷策略等方面進行詳細闡述,同時運用市場分析工具如PEST 分析、SWOT分析以及財務測算如盈虧測算,凈資產收益率,單因彈性風險分析, 確立項目的可行性以及運營前景。依靠項目負責人外貿從業經驗,不銹鋼飾品 設計經驗,多年的財務經理團隊獲取投資人認同。計劃用1年時間,采用國際 知名展會和B2B平臺推廣,為企業吸納中小買家客戶群體,受到國外買家認可, 在未來的3年時間,外銷市場不斷增加市場占有率的同時在國內形成自己的Q 品牌運營。 : 本項目主要是從市場競爭入手,同時注意營銷模產品設計的創新。利 用品牌定位,產品定位,營銷策劃的具體手段,形成自己的企業文化。同時通 過財務測算,可以看出在創新模式下,不銹鋼飾品市場依然有廣闊的發展前景。 關鍵詞:商業計劃書;不銹鋼飾品;品牌; I -MBA學位作者:劉靜 蔻蔻不銹鋼飾品公司商業計劃書 Abstract In pace with the development of global economy, the material and spiritual civilization ofhuma n society have been highly developed. People's dressing tends to contain more fashion and hum anization elements, which is continuous promoting the development of jewelry market. Stainles s steel jewelry now has become the new favorite. According to statistical data by the General Ad ministration of Customs, China1 exports of jewelry has exceeded RMB 200 billions in 2012. Acc ording to the study, stainless steel jewelry has taken 68% share of the fashion jeweliy market in Europe and the USA. While, copper jewelry, alloy jewelry and silver jewelry in total account for 32% of the market What's more, Hie jewelry industry is the most fast developing business amo ng the 28 catagories of monitoring goods by commercial departments. However, as the stainless steel jeweliy market is featured by low entry-barrier, intense competi tion and market diversification, the new challenge will be how to make it more professional,str onger and how to enhance the competitive advantages to the maximum.Based on an intemation al trade project Q stainless steel jeweliy, in the form of a business plan, the paper sets out the a rguments firom aspects of marketing, product design, financial estimates, etc. and analyzes the d evelopment prospects and risks of the project. The business plan is not only the detailed elaborati on of the project, which serves as guide to action, but also a description of specific project imple mentation for investors, which faciliates fund raising. A^th project market background as starting point, by using market analysis tools such as PEST a nalysis, SWOT analysis, financial estimates, eg. cash flow estimates, ROE, and elasticity univar iate risk analysis, the plan established the feasibility and operation prospects of the project throug hdetailed elaboration in aspects of market and competition analysis, product and brand introduct ion, enterprise competition strategy, marketing strategy, etc. The main foundation for investor recognition are project leader's experience in intemation trade a nd stainless steel jewelry design, as well as the financial manager team with years of experience. The initial plan includes attending well-know international trade fairs and carrying out promotio ns on B2B platforms, in order to take in small and medium sized customer base and gain recogni tion from international buyer X wittiin 1 year. The plan in the next 3 years is to keep increasing market share and build up the brand operation of Q in the meantime. The project mainly starts from market competion, while focusing on marketing pattern and produ ct design innovation. The plan is to establish the company's enterprise culture through specific m n -MBA學位作者:劉靜 蔻蔻不銹鋼飾品公司商業計劃書 ethods such as brand positioning, production posisition and marketing plan. It is observed from t he financial estimates that the stainless steel jewelry market still enjoys a vast potentional of futu re developments in an innovation pattern. Keywords: Business plan, stainless steel jewelry, brand. -MBA學位作者:劉靜 蔻蔻不銹鋼飾品公司商業計劃書 目錄 —、緒論 1 (-)研究背景 1 (二)研究意義 2 (三)相關理論和方法 3 二、項目簡介與項目分析 6 (一)項目簡介 6 (二)項目計劃 7 (三)產品特色、經營模式 7 (四)項目組織和團隊 10 (五)商標與專利 12 (六)公司戰略 13 三、市場和競爭分析 14 (一)行業歷史、現狀與前景 14 (二)市場規模和增長趨勢 15 (三)客戶來源分析 16 (0) SWOT分析 19 四、品牌形象塑造 21 (一)理念識別系統(Ml) 22 (二)行為識別系統(BI) 22 (三)視覺識別系統(VI) 23 五、營銷策略 27 (一)STP營銷分析 27 (二)產品策略 29 (三)價格策略 29 (四)渠道策略 29 (五)促銷策略 30 IV -MBA學位作者:劉靜 蔻蔻不銹鋼飾品公司商業計劃書 六、財務規劃和測算 32 (一)項目投資說明: 32 (二)項目利潤預測分析表 33 (三)現金流量表 34 (四)財務分析 35 (五)單因素敏感性分析 35 (六)本章小結 36 七、關鍵風險和問題 37 (一)市場風險 37 (二)經濟風險 37 (三)管理風險 38 (四)財務風險 40 (五)政策風險 40 (六)競爭風險 41 (七)不可抗力等其他風險 41 (八)本章小結 41 微 42
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