“有需必供”便利店创业计划讲解.docVIP

2009全国高职高专市场营销案例大赛 营销案例 题目：“有需必供”便利店创业计划 参赛学校 金华职业技术学院 参赛选手 周超 徐苏勇 张柏涛 指导老师 彭杰 联系方式 摘要 便利店，指在一个小的商圈范围内，用开架售货的方式，销售日常生活必需品、急需品及提供便民服务的小型商店。便利店作为超级市场的补充业态一经出现，而并非大家认为的超市或是杂货店，强而是调给消费者带来了距离、时间、商品、服务等诸多方面的便利。 “专业化便利店”或者可以称之为“便利店中的便利店”。在这样的便利店中“便利”更是胜过了“商品”，为顾客提供的便利化服务已经成了这种店里唯一的商品。 便利店还未进入广大大学校园是一大损失，大学校园内的学生与便利店的目标顾客有很大的吻合性。如今大学生数量众多，是一个活跃的消费群体，若考虑到大学生特有的消费方式和需求，在学校成立一家以满足广大师生学习和生活共性需求的便利店无疑是迎合市场需求，填补校园市场空白的项目。 我们的创业项目就是依托于便利店这一概念，采用批量代购预批量销售的方式在满足同学们的实体商品的需求的同时满足同学们的便利需求。 作为大学生创业，我们最了解学生的需求，在最需要之前将需求送达学生之手，而作为大学生，我们的营销策略也将优于传统的社会商铺，达到真正的“无孔不入”。 其中重要的是我们通过货源地批量采购的模式以具有保障质量的同时以最低的价格服务于同学，真正完善学校市场，占有学生市场。 目录 一、创业背景·······················································1 二、公司概况······················································1 （一）公司基本设想············································1 （二）主要服务项目·············································2 三、市场分析·······················································2 （一）市场可行性分析···········································2 （二）市场需求分析············································2 （三）市场占有率分析··········································2 （四）地理位置分析·············································3 （五）心理分析·················································3 （六）调查问卷分析·············································3 （七）SWOT分析················································4 四、营销策略·······················································6 （一）产品定位·················································6 （二）销售渠道·················································6 1.以班级（专业）为单位进行产品销售······························6 2.以寝室楼为单位进行产品销售····································7 3.通过于其他创业门店的合作及代理································7 4.和学校建立合作关系，为学校采购部分必需品（探索）···············8 5.网上网店销售·················································8 （三）产品定价·················································8 五、货物采购及配送·················································8 （一）采购，配送及仓储问题解决··································8 （二）流程图···········