甜品店策划书详解.docVIP

PAGE  PAGE 16 甜 品 店 策 划 案 制作人：潘英剑 目录 一、企业描述··················································3 二、市场分析 （一）目标顾客分析······················································3 （二）目标市场分析·····················································4 （三）顾客需求分析·····················································5 （四）价格定位分析······················································5 （五）分析总结·························································6 三、竞争分析 （一）行业竞争者·······················································7 （二）消费者···························································10 （三）替代者···························································10 （四）竞争优劣分析表···················································11 四、企业组织结构 （一）企业形式·························································11 （二）企业组织结构图···················································11 五、营销策略 （一）产品策略························································12 （二）价格策略························································12 （三）促销策略························································12 六、店内装修创意 （一）菜单制作························································13 （二）愿望墙···························································13 （三）娱乐项目························································13 （附图） 七、风险分析预测 （一）环境风险·························································14 （二）经营风险························································14 （三）市场风险·························································14 （四）财务风险·························································14 八、投资预算 （一）建设投资·························································15 （二）管理成本·························································15 附录1（调查问卷） 一、企业描述 （一）店名：“？？”甜品店 （二）经营范围：港式甜品、各类饮品、蛋糕等。 （三）经营规模：小型 （四）经营理念：打造极致的产品、舒适的环境 （五）产品描述：“？？”甜品店是一家以甜品为主的综合休闲店。主打产品有补上 二、市场分析 根据附录1的市场问卷调查，随机在选址处调查了30位行人，得出以下数据，并对某些可用性问题的数据进行了一定的分析，对甜品店的创业会有一定的参考性。 （一）目标顾客分析： Q1：您是否经常吃甜品？（单选）条件 选项A几乎天天B每周两次以上C每周一两次D几乎不吃调查人数14-18周岁男性111318-25周岁男性325