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SHOW TIME DIY 鞋店
创业计划书
所在院校，系：
班级：
小组成员：
指导教师：
摘 要
DIY 是英文“ Do it yourself ”（自己动手做）的缩写。 DIY 商品在中国目前的市场上所占比重并不庞大， 而此类商品也没有成为老百姓茶余饭后的话题。 所以 DIY 系列商品在市场上还是有很大的发展空间的。所以我们决定在北京开一家 DIY 的鞋店。
随着中国的发展， 社会的进步， 人们已经不再局限于物质生活上的满足，而是追求精神方面的享受。 所以如何享受才是他们所思考的话题。
现如今，吃饭不仅仅为了温饱、穿衣不仅仅为了保暖。生活必须品除了发挥它本身的功能之余又被 21 世纪的人们赋予了一种新的定义，那就是彰显身份、引领时尚、秀出个性。
据调查，如今青少年的消费心理大多都是求异心理。 但是由于青少年的购买能力有限， 不能通过一些国际大品牌来吸引众人眼球。 所以 DIY 比较受到青少年青睐， 此类产品不仅能让他们消费得起， 还能
满足他们的求异心理， 彰显他们不同的性格， 让他们在茫茫人海中脱
颖而出。
我们决定把 DIY 鞋店开在学校旁边。 因为学校附近交通便利， 市
场广阔，同时不在商业区所以低价比较低廉，因此，可以大大的减少
成本，提高利润。而且目前学校附近 DTY鞋店较少，自然竞争比较小，
前景光明。
目 录
一、鞋店概况 ····················································3 （一） 鞋店名称·················································3
（二）鞋店组织结构 ···············································3
（三）鞋店性质···················································3
（四）主营业务···················································4
（五）鞋店宗旨···················································4
（六）鞋店目标···················································4
（七）鞋店介绍···················································4二、市场分析····················································5 (一)市场描述····················································5
（二）市场调查··················································6
（三）目标市场···················································6
（四）目标客户···················································6
（五）建设进度···················································6
三、外部环境分析·················································7
四、内部环境分析·················································7
、优势························································7
、劣势 ························································8
、长远战略····················································8
五、营销策略·····················································8
（一）产品组合描述···············································8
（二）竞争策略···················································9
六、财务预测·····················································9
（一）资金来源······································
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