日居屋创业策划.docVIP

“日居屋”饮店创业计划书 PAGE PAGE 2 目 录 1、执行摘要·········································· 1 2、公司介绍··········································1 2.1“日居屋”简介···················································1 2.2特色和创新之处··················································5 2.3服务理念························································6 3、市场分析···········································6 3.1 “日居屋”SWOT分析···············································9 3.2目标市场定位···················································12 4、营销策略·········································14 4.1产品品牌策略···················································14 4.2宣传策略 ······················································14 4.3价格策略·······················································15 4.4促销策略·······················································16 4.5营业推广·······················································19 4.6公共关系·······················································20 5、公司战略与管理···································21 5.1公司战略目标···················································21 5.2组织架构·······················································22 5.3职能分工·······················································23 5.4工作流程设计···················································29 5.5管理章程·······················································30 5.6培训考核·······················································31 5.7企业文化建设···················································33 6、财务分析··········································34 7、风险分析··········································41 附录················································42 调查问卷···························································42 饮店消费者调查报告·················································44 执行摘要 “日居屋”是以特色创新为主的店，店内以日本茶艺作为主体，辅以“DIY设计”、“特色日式厢房”等内容，顾客可以在店内享受不同于常的感觉，独特的日式风格可以给顾客提供一个优雅安静的品尝、商谈环境 日居屋，它开创了一个消费者需求中心由产品转向服务，再由服务转向体验的时代，标准的服务加上高质量的顾客体验为日居屋带来竞争力，成功地创立了一种以创造“日居屋体验”为特点的“饮品宗教”，也正是这种顾客的体验，日居屋向目标消费者传递着其核心的文化价值诉求，日居屋用体验经管模式将自己的价值观和品牌文化延伸开来。 日居屋致力于提供最优质的饮品和服务，营造独特的“日居