YY西点烘焙坊连锁经营商业计划书

发布时间：2018-07-28 13:20

【摘要】：随着国民生活水平的不断提高,人们的购买力也越来越大,西点已经逐步进入普通市民的家庭,更成为了年轻人的日常消费品。中国烘焙行业近几年高速发展,大量国外品牌烘焙坊涌入中国市场且发展趋势良好,但因为中国市场的庞大,烘焙行业远远没有饱和的迹象。据权威调查研究机构数据显示:至2012年底,烘焙行业实现销售收入1886亿元,同比增长13.6%,2013年,行业销售收入为2202亿元。据预测,2017年我国烘焙食品行业的销售收入预计达到4658亿元,2020年我国烘焙食品行业的销售收入预计将达到5500亿人民币。虽然中国的市场仍然庞大,但是大多数烘焙企业都将目光聚焦在商业区域,如大型商场,交通枢纽商圈,景点商圈等等,而社区周边要么稍有烘焙坊,要么是一些国内名不见经传的小面包房,yy公司在这样的情况下应运而生,服务社区,将最美味、健康、时尚的烘焙产品带到社区。yy公司是一家西点烘焙连锁经营的公司,计划在5年内店面增加到8家。主要提供烘焙成品、烘焙食材、烘焙设备和创意设计服务等。烘焙成品包括:面包、蛋糕、西点、饮品等等。面包、西点的定价为5-15元,蛋糕定价为90-400元不等,饮品的价格为4-15元。烘焙食材主要有面粉、添加剂、谷物、配料等等。烘焙设备主要为量杯、电子秤、面粉筛、打蛋器、土司模型、蛋糕模型、烤盘、烤炉、搅拌机、饼干模、发酵箱、切面机、刮刀等等。创意设计服务主要包括diy烘焙,私人定制,烘焙厨艺班,亲子烘焙等等。目前为止主要市场覆盖面为新兴的中高档小区,随着品牌效应的渐渐扩展,后期可以竞争到更多小区。本商业计划书通过对yy公司西点烘焙连锁经营所处的内外部环境进行分析,认为消费者对健康、时尚、方便生活的诉求,城市化发展和中产阶级的快速壮大,以社区为中心对烘焙产品的需求,以及经济增长带来的消费能力的提高等多方面构成了yy公司的机遇,而yy公司的威胁主要来自于企业成本不断上升、现有的竞争对手竞争等因素。yy公司的内部优势包括着手于新兴小区,丰富的产品品类,先进烘焙技术,创意服务的提供,内部劣势主要是全新品牌,缺乏相关的经验等。但从总体来看,公司的优势明显,外部机会多,从而确定了公司整体的增长型战略。通过调查研究和数据统计,对yy公司进行目标消费者分析,了解消费者需求、购买动机和影响客户购买决策的主要因素。利用市场定位策略和营销组合4p策略,对竞争对手和yy公司进行竞争情况分析后,我们可以掌握竞争对手的主要情况,并制定yy公司西点烘焙连锁经营从产品、促销、价格、渠道开发的营销计划。运营计划则详细描述了yy公司西点烘焙连锁经营的管理团队构成及未来五年的发展目标以及在公司运营上所需的各类资源,并建立相应的评价体系。本文最后对yy公司西点烘焙商业计划进行了为期五年的财务预测与分析,揭示该计划可能存在的风险并提出对策,并对执行计划做出总结概要。
[Abstract]:With the continuous improvement of the national living standard, the purchasing power of people is becoming more and more big, the West Point has gradually entered the ordinary citizens' family, and it has become the daily consumer goods of the young people. The baking industry in China has developed rapidly in recent years. A large number of foreign brand roasting mills are pouring into the Chinese market and the trend is good, but because the Chinese market is huge, The baking industry is far from saturated. According to data from the authorities, the roasting industry achieved a sales revenue of 188 billion 600 million yuan by the end of 2012, up 13.6% year on year. In 2013, the industry sales revenue was 220 billion 200 million yuan. It is predicted that in 2017, the sales revenue of the baking food industry of our country is expected to reach 465 billion 800 million yuan in 2017, and the baking food of our country in 2020. The industry's sales revenue is expected to reach 550 billion yuan. Although China's market is still large, most roasting companies focus on commercial areas, such as shopping malls, transportation hub circles, scenic spots and so on, and the neighborhood of the community has a little baking workshop, it is a small bakery in China, YY company. In this case, serving the community, bringing the most delicious, healthy, and fashionable baking products to the community.Yy company is a roasting chain of West Point, which is planned to increase to 8 stores in 5 years. It mainly provides baked goods, baking materials, baking equipment, baking equipment and creative design services. The baking finished products include bread, cake and West. The price of the bread, the Western point is 5-15 yuan, the cake is priced at 90-400 yuan, the price of the drink is 4-15 yuan. The baking materials are mainly flour, additives, grain, ingredients and so on. The baking equipment is mainly measuring cup, electronic scale, Flour Sifter, egg jolt, toast model, cake model, baking tray, oven, blender, biscuit die, fermentation box, cutting surface. Creative design services include DIY baking, private customization, baking cooking class, parent-child roasting, and so on. So far the main market coverage is the emerging middle and high grade community, with the gradual expansion of the brand effect and the later competition to more residential areas. This business plan is based on the roasting chain operation of YY Company West Point. The internal and external environment is analyzed. It is considered that consumers' demand for health, fashion, and convenience of life, the development of the city and the rapid growth of the middle class, the needs of the roasted products in the community as the center, and the increase of the consumption ability brought by the economic growth are the opportunities for the YY company, and the threat of the YY company is mainly from the enterprises. The internal advantages of.Yy company, such as the rising cost of the industry and the competition of the existing competitors, include the beginning of the New District, the rich product category, the advanced roasting technology, the provision of creative service, the internal disadvantage mainly the brand new brand and the lack of relevant experience. The company's overall growth strategy is determined. Through investigation and data statistics, the YY company is carried on the target consumer analysis to understand the consumer demand, the purchase motivation and the main factors that affect the customer's purchase decision. Using the market positioning strategy and the marketing mix 4P strategy, we can analyze the competition between the hand and the YY company. In order to master the main competitor's main situation, and formulate the marketing plan of YY Company West Point roasting chain management from product, promotion, price, channel development. The operation plan describes in detail the composition of YY company's roasting chain management team and the development goals for the next five years, and the various kinds of resources needed in the operation of the company, and the establishment of the various kinds of resources for the operation of the company. At the end of this paper, the financial forecast and analysis of the bake business plan of YY company was carried out for five years, and the possible risks of the plan were revealed and the countermeasures were put forward, and a summary of the implementation plan was made.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.82

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