JL珠宝公司商业计划书

发布时间：2018-01-17 16:08

本文关键词：JL珠宝公司商业计划书　出处：《华南理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的快速发展，居民消费水平的不断提高，珠宝行业经历了从最初的小作坊经营到现在的品牌化管理的成长，逐渐发展成现在消费体系中的热门产业。珠宝首饰这个古老的行业在竞争的洗礼中强势持续地发展，以其巨大的市场潜力一步步由最初只供达官显贵专属享用到如今走向规模产业。在一些主要城市中，购买珠宝首饰已经成为一种即兴消费行为，甚至成为一种投资保值的手段。本文是JL珠宝公司为了推广珠宝品牌加盟连锁店市场而准备的面向投资者的投资可行性分析商业计划书。通过运用战略管理、营销管理,财务管理等系一列学科的理论和方法对项目背景介绍、行业分析、竞争分析、市场营销策略、融资方式及投资回报、财务分析等方面进行分析，期望为项目融资500万元，为企业能按战略意图迅速进入目标市场，为投资者赢得可观的利润回报。本文首先通过JL珠宝公司的介绍，充分说明JL珠宝公司有实力做好珠宝品牌终端销售。然后本文采用宏观环境分析模型——PEST模型和行业竞争分析Poter五力模型分析JL珠宝公司的内外部环境，发现我国正处于经济结构转型的关键阶段，，珠宝行业更加规范化和透明化，市场潜力巨大。同时，JL珠宝公司所具有的独特资源和能力恰恰与珠宝行业的关键成功因素相匹配。接着通过STP营销理论和SWOT分析模型等分析对细分市场的分析与研究，确定JL珠宝公司的战略规划和目标，制定与之匹配的营销组合策略。希望通过对目标市场和目标客户的全面分析和精准定位，迅速、成功地推广市场品牌和知名度，塑造出自己强势的JL品牌；最后通过销售收入预测与财务盈利分析，论证了此项目利润可观，且能够实现规模增长，在财务上是可行的，并针对一些可能的风险提出相应的防范与应对措施。 JL珠宝公司商业计划书不仅具有融资的重要功能，而且帮助即将进入珠宝首饰行业中的投资者们提供珠宝行业中所面临的一系列管理、营销、品牌、财务等方面的参考，能对企业的发展具有战略性的指导意义。
[Abstract]:With the rapid development of Chinese economy and the continuous improvement of the consumption level of the residents, the jewelry industry has experienced the growth of brand management from the initial small workshop operation to the present. Gradually developed into a hot industry in the current consumption system. Jewelry, the ancient industry in the baptism of competition in a strong and sustained development. With its huge market potential, it has moved from being a luxury to a large scale industry. In some major cities, jewelry buying has become an impromptu consumption behavior. Even become a kind of investment to preserve the value of the means. This paper is an investor-oriented investment feasibility analysis business plan prepared by JL Jewelry Company in order to promote jewelry brand to join chain store market. Through the use of strategic management, marketing management. Financial management is a series of disciplines of the theory and methods of the project background, industry analysis, competition analysis, marketing strategies, financing methods and return on investment, financial analysis and other aspects of the analysis. Expect to raise 5 million yuan for the project, for the enterprise to quickly enter the target market according to strategic intent, for investors to earn a substantial return on profits. This paper first through the introduction of JL Jewelry Company. JL Jewelry Company has the strength to do a good job of jewelry brand terminal sales. Then, this paper uses the macro environment analysis model-pest model and the industry competition analysis Poter five-force model to analyze JL jewelry company. The internal and external environment. It is found that our country is in the key stage of economic structural transformation, the jewelry industry is more standardized and transparent, the market potential is huge. At the same time. JL Jewelry Company has the unique resources and ability to match the key success factors of jewelry industry. Then through the STP marketing theory and SWOT analysis model to analyze and research the market segmentation. Identify JL Jewelry Company's strategic plans and objectives and develop matching marketing mix strategies. We hope that through comprehensive analysis and accurate positioning of target market and target customers, JL Jewelry will be quick. Successfully promote the market brand and popularity, shape their own strong JL brand; Finally, through the sales revenue forecast and financial profit analysis, it is proved that the project profit is considerable, and can achieve scale growth, which is financial feasible. At the same time, some possible risks are put forward to prevent and deal with them. JL Jewelry Business Plan not only has the important function of financing, but also helps investors coming into the jewelry industry to provide a series of management, marketing, brand facing in the jewelry industry. Financial and other aspects of the reference, can be strategic guidance for the development of enterprises.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8

【参考文献】