福禄寿喜珠宝天猫旗舰店商业计划书

发布时间：2018-01-10 02:28

本文关键词：福禄寿喜珠宝天猫旗舰店商业计划书　出处：《兰州大学》2014年硕士论文　论文类型：学位论文

【摘要】：福禄寿喜珠宝的天猫旗舰店项目是创业项目,本文是这个项目的计划书,主要内容是向合作伙伴和投资人介绍公司的详细规划,分析目标市场,介绍本项目的盈利模式,预测投资收益,以达到融资的目标。创业项目的选择与作者的工作经历有关,本文作者已从事珠宝行业近十年,有四年珠宝零售管理经验,比较了解行业特点；之后在国家权威质检机构的关键技术岗位任职六年,积累丰富的珠宝专业知识,工作过程中接触到诸多钻石贸易公司、首饰设计企业及OEM珠宝加工厂,对珠宝产业链有全面深入的了解。业余时间经营过淘宝店铺,积累了一些网络店铺的运营经验。目前中国网络营销的发展趋势是B2C模式所占比重越来越大,天猫商城的市场份额超过国内B2C模式营销总额的一半,发展前景广阔,是本项目创业的最佳平台。本项目以钻石首饰、贵重宝石首饰的订制为主营业务、兼营黄金等贵金属首饰。计划发展到一定阶段后向体验店模式过度,在深圳开设第一家体验店,并逐渐向内地拓展市场,积极探讨连锁经营模式。为准确分析天猫市场,本文借助国内先进的网络交易统计软件《情报通》获取数据,对天猫商城珠宝交易数据进行统计分析,统计时段是刚过去的一年,统计珠宝销售规模约15.47亿,统计总销量约350万件。同时分析天猫商城几家优秀的竞争对手,研究其如何在天猫商城经营,分析竞争对手的交易规模、各首饰品种的交易比例及交易总额；分析竞争对手的促销策略、价格策略、渠道策略等市场营销手段,为本项目找到天猫市场竞争规律。对天猫商城最新实际交易数据的分析是本项目市场定位的基础。通过对目标市场细分,结合本店自身特点,比较项目的优势、劣势、机会与威胁,为创业项目进行市场定位、设定营销目标、制定营销策略、建设人才梯队,然后做投资估算、财务分析、盈亏平衡分析以及风险评估,最终得出商业计划书的结论。
[Abstract]:Fortune jewelry Tmall flagship store is entrepreneurial projects, this paper is the project plan, the main content is to introduce the detailed planning of partners and investors of the company, the target market analysis, introduced the project profit model, prediction of investment income, in order to achieve financial goals. And the author choose entrepreneurial project work experience, the author has been engaged in jewelry industry for nearly ten years, with four years of management experience in retail jewelry, a better understanding of the characteristics of the industry; after the key technical positions in the national quality inspection authority for six years, accumulated rich jewelry professional knowledge, access to many Diamond Trading Co in the process of work, jewelry design enterprises and OEM jewelry processing factory a comprehensive, in-depth understanding of the jewelry industry chain. In his spare time to run Taobao store, accumulated some network of shops operating experience.
At present, the development trend of Chinese network marketing B2C mode is the growing proportion of Tmall mall's market share more than half of the total domestic B2C marketing mode, broad prospects for development, is the best platform for this project. This project is based on the entrepreneurial diamond jewelry custom jewelry of precious stones as the main business, engaged in gold and other precious metal jewelry plan. After a certain stage of development to the store experience over, opened the first store in Shenzhen, and gradually expand to the mainland market, actively explore the business model.
To accurately analyze the Tmall market, with the domestic advanced network transaction statistics software < information > data acquisition, statistical analysis of Tmall mall jewelry trading data, statistical period is just over a year, statistics jewelry sales volume of about 1 billion 547 million, total sales of about 3 million 500 thousand. At the same time, analysis of Tmall mall several excellent competition how to study its rivals, Tmall mall management, analysis of competitors, transaction size, transaction volume and proportion of trading the jewelry varieties; the analysis of the competition promotion strategy, price strategy, channel strategy and marketing means, for the project to find the market competition law. The analysis of Tmall Tmall mall is the latest actual transaction data based on the project market positioning. According to target market segmentation, combined with our own characteristics, project advantages, disadvantages, opportunities and threats, for entrepreneurial projects Market positioning, setting marketing objectives, developing marketing strategies, building talent echelon, and then making investment estimation, financial analysis, breakeven analysis and risk assessment, and finally draw the conclusion of the business plan.

【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F724.6

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