太白定制酒创业计划书.docVIP

太白定制酒创业计划书 暨南大学工程硕士学位论文??太白定制酒创业计划书 摘 要随着我国经济社会快速的发展,人们对酒水的需求上升到了一个更高层次,消费者越 来越注重消费品的个性化、品牌化和高端化。定制酒作为酒水消费重要组成部分,2005年 以来更是得到了快速的发展。本论文以定制酒项目作为研究对象,运应用管理学、营销学 与创业学的相关理论,通过对中国酒饮服务行业及竞争态势的研究分析,对项目的各个方 面进行详细的分析和总体规划,制定出一份基于个性化定制酒服务的创业计划,这不仅绘 画出本项目的发展蓝图,增强创业者信心,同时也向风险投资人做出介绍,为筹集项目资 金做准备。 本文首先对项目背景、战略规划、运营管理和产品及商业模式等方面进行了归纳。接 着,分别运用 PEST模型和波特五力模型对宏观环境和行业竞争环境进行了分析,并分析 项目的市场竞争及对策,由此可知,项目的可行性较高。在此基础上,通过 STP分析为该 项目确定了目标市场,并对项目的产品、品牌、功能和形象进行了系统定位;接下来进行 市场需求分析和市场容量评估,并据此制定了合理的营销目标;随后运用 4P及 7P理论为 项目制定营销组合策略,以达到知名度提升、品牌宣传和市场占有份额提高的目的。 在以上分析基础之上,进行了投融资计划与退出方式说明、收入和支出预测、项目现 金流预测和效益评价等方面的工作。 关键词:定制酒;个性化;团购;创业计划书 I 暨南大学工程硕士学位论文??太白定制酒创业计划书 AbstractAlong with the rapid economic and social development of China, people’s demands for drinks ascend to a higher level. Nowadays, consumers pay more attention to the consumption goods which are personalized, branded and high-end. As an important part of wine consumption, custom made wine has become blossom since 2005. In this thesis, a project on custom made wine is taken as the research object with the application of the relevant theory on Management, Marketing and Entrepreneurship. By analyzing China’s drink service industry and the competitive situation, this thesis has dissected various aspects of the project in detail, and mapped out the overall planning. Thus a business plan based on personalized custom made wine service has been formulated. This business plan draws up a blueprint for the development of this whole project, and enhances entrepreneurs’ confidence. Besides it is an introduction to the venture capitalists, and can also prepare for the collection of project fundingsThis thesis first concludes the project background, strategic planning, operations of management, product and business model etc. Next it analyzes the macro environment and industry competitive environment by making use of the PEST model and Porters five forces model respectively, what followed is the analysis of the projec