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怪鮮生_生鮮零售創業商業計劃書

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更新時間:2021-11-7

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摘要
目前生鮮零售市場上仍然主要以夫妻店形式的個體戶、路邊攤、菜市場為主,
雖然價格低廉、但品質一般且不具備先進的營銷理念與 服務策略。另外諸如美菜
網、盒馬鮮生、每日優鮮、叮咚買菜等新零售商具備相當的營銷、品牌、供應鏈
以及資金優勢,但是也發生了諸多因過度擴張、經營不善、資金 鏈斷裂帶來的關
店甚至破產跑路事件。
本文以生鮮零售項目創業為研究對象,主要從環境分析、市場分析、競爭戰
略、運營管理、服務營銷以及營銷推廣策略、財務 經濟指標等方面,采用 PEST 分
析法、SWOT 分析和波特五力模型分析、經濟技術指標測算分析等方法對生鮮零
售創業項目的成敗得失進行解讀、對創業項目未來做出規劃 。
文中首先針對生鮮零售行業概況、發展歷程進行了闡述。同時對生鮮零售行
業面臨的宏觀、微觀環境進行了分析,也對當前生鮮零售市場狀況進行了分析。
其次, 針對生鮮零售行業創業所需市場分析、產品管理、服務營銷、運營管理以
及經濟指標可行性、風險問題與應對策略等問題進行了對比分析,發現了生鮮零
售行業進入階段 做好市場定位、選擇合適的營銷策略非常重要、經營階段面臨的
產品品質難以把控、供應鏈管理難度大、電商業務存在產品保質及配送難的問題。
就這些問題利用相應的 理論知識進行深度的市場、戰略、運營、服務、營銷推廣
分析,充分認識生鮮零售行業經營的本質之道。
本文在結合自身前期實際業務經營過程中得失成敗的經驗教訓, 綜合運用
MBA 所學知識進行深剖細析,提出了在定位上面要精準、市場定位要對周邊人流、
消費水平進行詳盡調查分析,并且對周邊競品進行對比分析,精準定位。在生 鮮
產品管理上要以新鮮為先、口感第一,過多的產品包裝及渲染增加過多成本卻對
促進銷售意義不大。在服務管理上面,重視消費者口碑效應,除了做到服務態度
好 外,還要針對出現的問題快速反應、及時溝通,避免客戶流失及口碑變差。在
供應鏈及運營管理上面,需采用制造業的精益生產原理做到精細化管控、極限化
成本管理、 業務流程改造以最大程度節約成本、提高顧客便利度。在營銷推廣方
面,避免無效推廣、精準營銷,促銷活動應當結合自身經營情況合理制定,達到
最大化促進銷售、吸 引與培養忠實顧客的作用。
關鍵詞:生鮮零售,創業,社區,營銷策略,競爭戰略ABSTRACT
II
ABSTRACT
At present, the fresh retail market is still dominated by the self-employed in the
form of mom-and-pop stores, roadside stands and vegetable markets. Although the price
is low, the quality is general and there is no advanced marketing concept and service
strategy. In addition, new retailers such as Meicai.com, Hema Fresh, Daily Fresh and
Ding Dong Buy Vegetables have considerable advantages in marketing, brand, supply
chain and capital, but there have also been many shut-offs and even bankruptcies caused
by excessive expansion, poor management and capital chain rupture.
Based on fresh retail business project as the research object, mainly from the
environment analysis, market analysis, competitive strategy, operations management,
service marketing and marketing strategy, financial indicators, etc., using PEST analysis,
comparative analysis and porter five model analysis, economic and technical index
calculation analysis method to interpret fresh retail business project success or failure of
the gain and loss, make a plan for start-ups in the future.
Firstly, the general situation and development process of fresh retail industry are
described. At the same time, the macro and micro environment of fresh retail industry
are analyzed, and the current situation of fresh retail market is also analyzed. Secondly,
in view of the retail industry market analysis, needed fresh product management, service
marketing, operations management, and economic indicators feasibility, risk issues and
coping strategies through the contrast analysis of found fresh retail industry enters the
stage ready market positioning, select the appropriate marketing strategy is very
important, management stage facing the product quality is difficult to control, supply
chain management is difficult, electric business, the difficulty of product quality and
delivery. Based on these problems, in-depth analysis of market, strategy, operation,
service and marketing promotion is carried out with relevant theoretical knowledge, so
as to fully understand the essential way of fresh retail industry operation.
In this paper, combined with their own experience and lessons of success and
failure in the early stage of the actual business operation process, the comprehensive use
of MBA knowledge for a deep analysis, put forward in the positioning to be cautious,
market positioning to the surrounding people, consumption level of a detailed
investigation and analysis, and comparative analysis of the surrounding competitiveABSTRACT
III
products, careful positioning. In terms of fresh product management, we should give
priority to freshness and taste first. Excessive product packaging and rendering increase
too much cost but have little significance in promoting sales. In terms of service
management, we should attach importance to the word-of-mouth effect of consumers. In
addition to having a good service attitude, we should respond quickly and timely
communicate with customers to avoid customer loss and deteriorating word-of-mouth.
In terms of supply chain and operation management, lean production principles of
manufacturing industry should be adopted to achieve refined control, extreme cost
management, and business process transformation to save costs and improve customer
convenience to the greatest extent. In terms of marketing promotion, it is necessary to
avoid ineffective promotion and precision marketing, and promotional activities should
be rationally formulated in combination with their own operating conditions, so as to
maximize the role of promoting sales, attracting and cultivating loyal customers.
Keywords: Fresh retail, entrepreneurship, community, marketing strategy,competitive
strategy目錄
IV
目 錄
第一章 緒 論....................... 1
1.1 創業背景與項目介紹.......................... 1
1.1.1 創業背景... 1
1.1.2 項目介紹... 2
1.2 研究意 義............... 2
1.3 理論基礎與研究現狀.......................... 3
1.3.1 生鮮零售相關研究.................. 3
1.3.2 創新與創 業.............................. 4
1.3.3 商業計劃書編制...................... 5
1.4 研究內容與論文框架.......................... 6
1.4.1 研究內容... 6
1.4.2 研究分析方法與思路.............. 7
1.5 本章小結............... 7
第二章 內外部環境與行業競爭分析.............. 8
2.1 基于 PEST 的宏觀環境 分析.............. 8
2.2 生鮮零售行業環境分析.................... 12
2.2.1 生鮮零售行業概況................ 12
2.2.2 行業發展趨 勢........................ 14
2.2.3 基于波特五力模型的競爭環境分析................... 15
2.3 內部環境分析..... 19
2.3.1 企業簡介. 19
2.3.2 企業資 源. 20
2.3.3 企業文化. 20
2.4SWOT 分析與戰略決策.................... 22
2.4.1 SWOT 分析............................. 22
2.4.2 基于 SWOT 的戰略決 策....... 22
2.5 本章小結............. 24
第三章 營銷策略............. 25
3.1 目標市場與目標顧客........................ 25
3.1.1 市場細分. 25目 錄
V
3.1.2 目標市場. 26
3.1.3 市場定位. 29
3.1.4 目標顧客群............................ 29
3.2 營銷策略定位..... 29
3.2.1 差異化策 略............................ 30
3.2.2 聯合策略. 30
3.2.3 服務營銷策略........................ 30
3.3 營銷策略............. 31
3.3.1 產品策略. 31
3.3.2 定價策略. 33
3.3.3 渠道策略. 34
3.3.4 促銷策略. 36
3.4 本章小結............. 37
第四章 運營管理............. 38
4.1 采購管 理............. 38
4.2 運營管理............. 39
4.3 本章小結............. 41
第五章 項目經濟指標分析............................ 42
5.1 盈利策 略............. 42
5.2 經濟指標測算假設............................ 43
5.3 投資估算............. 44
5.4 短期經營預算..... 45
5.5 長期經營預 算..... 45
5.6 經濟可行性分析. 49
5.6.1 投資價值分析........................ 49
5.6.2 盈利情況分析........................ 50
5.6.3 盈虧平衡分 析........................ 50
5.7 財務管理要點..... 51
5.7.1 成本管控. 51
5.7.2 費用管理. 51
5.7.3 會員制折扣模式盈利分析.... 51
5.8 財務風險 分析..... 51
5.9 財務評價結論..... 52目錄
VI
5.10 本章小結........... 52
第六章 風險問題與應對策略........................ 53
6.1 面臨的風險與 問題............................ 53
6.1.1 市場競爭風險........................ 53
6.1.2 自身經營風險........................ 53
6.1.3 安全風險. 53
6.2 應對與解決......... 54
6.3 本章小結............. 54
第七章 總結與展望......... 55
7.1 總結與回顧......... 55
7.2 展望與規劃......... 56 。。。。。。以下內容略
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