“99创意”礼品公司商业计划书

发布时间：2018-10-14 12:11

【摘要】：具有13亿人口的中国礼品市场有着巨大的市场容量和增长潜力，随着中国奥运会成功举办和加入世界贸易组织，人们消费水平的不断提高和档次上升，中国的礼品市场将会有一个新的增长，而且，随着经济的快速增长和商务往来的增多，高档礼品市场逐年增多。目前，中国已经成为世界礼品生产基地，并成为世界第一大奢侈品市场和礼品大国。本文以商业计划书的形式，，运用市场营销学、电子商务、消费者行为学、宏微观经济学、财务管理、风险管理等理论，对“99创意”礼品公司作为研究对象，定位于中高端商务礼品市场，对该项目的市场营销、战略制定、运营计划、财务管理、风险控制等各方面进行了系统分析和详细研究，通过公司的最终赢利吸引投资者投资，为企业的未来发展奠定良好的融资基础。本文首先介绍了企业及项目概况，对商务礼品行业市场宏观环境和微观环境进行PEST分析，即分析政策、经济、社会、技术等市场因素，以及针对“99创意”礼品公司企业面临的机遇与挑战，制定其目标和发展战略。用波特五力模型分析了企业在礼品行业竞争环境中的竞争力。利用SWOT分析工具分析了项目的优势、劣势、机会和威胁,在此基础上进行了目标市场分析和定位。其次,本文对“99创意”礼品公司进行了市场分析，通过STP营销对高端礼品市场进行细分和策略分析，制定了6P营销策略和服务计划，并提出了公司高端礼品营销的战略。再次,本文对新设立的“99创意”礼品公司制定了运营计划，并制定了宣传和推广步骤。最后，本文对“99创意”礼品公司做了财务投资分析和风险分析，并提出了风险对策。通过投资现金预期流量分析、销售收入预计分析、各成本费用预计分析、项目投资净现值、投资回收期、内涵报酬率、预计资产负债分析、预计利润等财务分析，论证了投资“99创意”礼品公司项目的可行性，通过“99创意”礼品公司商业计划书的实施，公司将取得良好的预期效益。
[Abstract]:China's gift market, with a population of 1.3 billion, has huge market capacity and growth potential. With the successful hosting of the Olympic Games and China's accession to the World Trade Organization, people's consumption level has been continuously improved and upgraded. China's gift market will have a new growth, and with the rapid growth of the economy and business exchanges, the high-end gift market is increasing year by year. At present, China has become the world gift production base, and the world's largest luxury goods market and gift country. In the form of business plan, using the theories of marketing, electronic commerce, consumer behavior, macro and micro economics, financial management, risk management, etc. Positioning in the high-end business gift market, the project marketing, strategy formulation, business plan, financial management, risk control and other aspects of the system analysis and detailed study, through the company's final profits to attract investors to invest. For the future development of enterprises to lay a good foundation for financing. This paper first introduces the general situation of enterprises and projects, carries on the PEST analysis to the business gift industry market macroscopic environment and the microscopic environment, namely analyzes the policy, the economy, the society, the technology and so on market factor, Aiming at the opportunities and challenges faced by 99 Creative Gift Company, the paper formulates its goal and development strategy. This paper analyzes the competitiveness of enterprises in the competitive environment of gift industry with Porter's five-force model. The advantages, disadvantages, opportunities and threats of the project are analyzed by using the SWOT analysis tool, and the target market is analyzed and positioned on this basis. Secondly, this paper analyzes the market of "99 Creative" Gift Company, classifies and analyzes the high-end gift market through STP marketing, formulates 6P marketing strategy and service plan, and puts forward the high-end gift marketing strategy of the company. Thirdly, this paper formulates the business plan of 99 Creative Gift Company, and formulates the propaganda and promotion steps. Finally, this paper makes financial investment analysis and risk analysis to 99 Creative Gift Company, and puts forward the risk countermeasures. Through the analysis of the expected flow of investment cash, the forecast analysis of sales income, the forecast analysis of each cost and expense, the net present value of the investment of the project, the investment payback period, the connotation rate of return, the analysis of the expected assets and liabilities, the expected profit and so on, The feasibility of investing in 99 creative gift company project is demonstrated. Through the implementation of business plan of 99 creative gift company, the company will obtain good expected benefit.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F722;F723;F426.8

【参考文献】