SN首饰体验馆项目投资可行性研究

发布时间：2018-07-20 21:42

【摘要】：珠宝首饰行业是非常古老的行业,在经济中占有十分重要的地位。中国现已成为全球最大的珠宝首饰消费市场,然而最近3年,中国珠宝首饰的销售额呈现断崖式的下降,由此珠宝首饰行业进入洗牌、整合、升级的阶段。要想在这种行业背景下立于不败之地,就要开始探索珠宝首饰行业的全新经营模式。SN首饰体验馆项目主要在传统珠宝首饰经营模式的基础上开拓新的经营模式,要想正式投入运营仍需对项目有更全方位的可行性研究以及更多的资金支持。因此,本文对SN首饰体验馆项目进行投资可行性研究,拟为投资者提供SN首饰体验馆项目是否具有投资可行性的参考意见,同时也为投入经营后的SN首饰体验馆提供营销策略、定价方式、营销渠道等方面的建议。本文的研究内容包括所处行业可行性分析、市场可行性分析、技术可行性分析、环境可行性分析、财务可行性分析、敏感性及风险分析。其中,所处行业可行性分析、技术可行性分析和环境可行性分析部分主要是定性研究,市场可行性分析、财务可行性分析、敏感性及风险分析部分主要是定量研究。本文的创新点体现在两个方面,一方面是研究对象的创新,投资项目可行性研究的对象和以往的工程、工业项目有所不同,本文是以盈利性质的SN首饰体验馆为研究对象,为投资者提供决策建议;另一方面,在内容上进行了创新,第一,基于“波特五力模型”对珠宝首饰行业竞争结构进行了分析,第二,将列联分析方法应用于目标消费群体的预测中去,第三,将营销组合问题作为SN首饰体验馆市场可行性分析的重要内容,也是本文的重要创新点。通过一系列的研究,本文得出结论如下:SN首饰体验馆项目的投资具有可行性。投资回收期为3.94年,净现值NPV远大于0,计算期内投资效益较好,内含报酬率大于社会折现率。总的来说,SN首饰体验馆项目既能满足投资者的收益需求,又能为消费者提供个性需求,还能为社会发展做出一定贡献,项目发展前景可观。
[Abstract]:Jewelry industry is a very old industry, occupies a very important position in the economy. China has become the world's largest jewelry consumer market, but in the last three years, sales of jewelry in China have shown a precipitous decline, so the jewelry industry has entered the stage of shuffle, integration and upgrading. In order to be invincible in this industry background, we should begin to explore the brand new business model of jewelry industry. San Jewelry experience Museum project mainly develops a new business model on the basis of traditional jewelry management mode. In order to formally put into operation, the project still needs more comprehensive feasibility study and more financial support. Therefore, this article carries on the investment feasibility study to the SN jewelry experience hall project, intends to provide the SN jewelry experience hall project to have the investment feasibility the reference opinion, but also provides the marketing strategy for the SN jewelry experience hall after putting into operation. Pricing methods, marketing channels and other aspects of the recommendations. The research contents of this paper include industry feasibility analysis, market feasibility analysis, technical feasibility analysis, environmental feasibility analysis, financial feasibility analysis, sensitivity and risk analysis. Among them, the industry feasibility analysis, technical feasibility analysis and environmental feasibility analysis part is mainly qualitative research, market feasibility analysis, financial feasibility analysis, sensitivity and risk analysis part is mainly quantitative research. The innovation of this paper is reflected in two aspects, one is the innovation of the research object, the object of feasibility study of investment project is different from the previous project, and the industrial project is different. On the other hand, it makes innovations in content. Firstly, it analyzes the competition structure of jewelry industry based on Porter's five Force Model. The method is applied to the prediction of the target consumer group. Thirdly, the marketing combination is regarded as the important content of the market feasibility analysis of SN Jewelry experience Hall, which is also the important innovation point of this paper. Through a series of studies, this paper draws the conclusion that the investment of the jewelry experience hall project of the: SN is feasible. The payback period of investment is 3.94, the NPV of net present value is far greater than 0, the investment benefit is better and the internal return rate is larger than the social discount rate in the calculating period. In general, the jewelry experience museum project can not only meet the income needs of investors, but also provide individual needs for consumers, and also contribute to the social development, the project development prospects are considerable.
【学位授予单位】：中国地质大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.8;F406.7

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