BURTON中国市场商业计划书

发布时间：2019-01-03 13:35

【摘要】：自上世纪80年代户外用品进入中国市场以来,到最近几年,随着人们水平的提高,越来越多的人可以从工作与家务中解放出更多的时间来从事户外运动,于此同时,跨国户外品牌不断的进入中国市场,而本土品牌也在发展与壮大,国内的户外用品市场正进入高速发展期。而这样的市场环境,是挑战与机遇并存、风险与红利并存的不稳定期,唯有采取定位准确的产品战略与营销策略,企业才可以在国内户外用品市场上存活并持续发展。本文是单板滑雪运动用品公司BURTON自2015年1月起至2019年8月中国户外用品市场的商业计划书。由九大部分组成,第一章说明本文的写作背景、主要结构和研究意义;第二章着重对项目进行介绍;第三章对BURTON在中国户外用品市场的环境进行分析;第四章为SWOT分析与战略选择,第五章则进行BURTON品牌定位与市场细分;第六章介绍BURTON品牌的营销策略组合,在此章详细介绍了本计划书内独创的商业模式计划,即为BURTON品牌建议的滑雪旅行资源整合系统——“私人滑雪助理”;第七章讲述了团队运作计划,第八章的内容是营业收入与费用开支的预测以及财务分析;最后一章就是对该项目的风险控制。本文在分析推理的过程中综合运用PEST分析模型、SWOT分析模型、波特五力竞争模型、STP战略定位分析模型等专业理论,并在财务分析中运用了投资回报期、净现值分析等财务指标对本项目的赢利性进行了充分的论证,最后得出结论:根据本文的营销策略,2017年9月至2018年8月这个产品销售季度,BR公司可以顺利完成利润达6173.3万的盈利目标,并可以在4.22年即达到投资回报的预期,五年期投资的资产净现值为5888.39万元。
[Abstract]:Since the entry of outdoor products into the Chinese market in the 1980s, and in recent years, with the improvement of people's level, more and more people can free more time from work and housework to engage in outdoor sports, and at the same time, Multinational outdoor brands continue to enter the Chinese market, and local brands are also growing, the domestic outdoor products market is entering a period of rapid development. However, such market environment is an unstable period in which challenges and opportunities coexist, risks and dividends coexist. Only by adopting accurate product strategy and marketing strategy can enterprises survive and develop continuously in the domestic outdoor products market. This paper is a business plan for Chinese outdoor goods market from January 2015 to August 2019. The first chapter explains the writing background, the main structure and the significance of the research; the second chapter focuses on the introduction of the project; the third chapter analyzes the environment of BURTON in the outdoor products market in China; The fourth chapter is the SWOT analysis and the strategic choice, the fifth chapter carries on the BURTON brand localization and the market segmentation; The sixth chapter introduces the marketing strategy combination of BURTON brand. In this chapter, the original business model plan in this plan is introduced in detail, that is, "Private ski assistant", which is the integrated system of ski travel resources proposed for BURTON brand. The seventh chapter describes the team operation plan, the eighth chapter deals with the forecast of operating income and expenses and the financial analysis, and the last chapter deals with the risk control of the project. In the process of analysis and reasoning, this paper synthetically applies the professional theories such as PEST analysis model, SWOT analysis model, Porter five forces competition model, STP strategic positioning analysis model and so on, and applies the investment return period in the financial analysis. Financial indicators, such as net present value analysis, fully demonstrate the profitability of the project. Finally, it is concluded that according to the marketing strategy of this paper, the sales quarter of the product from September 2017 to August 2018, BR can successfully meet its profit target of $61.733 million and meet its expected return on investment in 4.22 years, with a five-year net present value of 58.8839 million yuan.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.8;F274

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