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杭州田园馆创业计划书[出版时间：2007年10月]指导老师：许明，程淑华小组成员：王阿明，宓骏康，戴海斌，宣伊娜专业名称：工商企业管理、会计目录第一章摘要·····························································2第二章企业介绍·························································5一、宗旨······························································5二、企业简介··························································5三、企业战略··························································6四、组织与人员························································6五、技术分析··························································7六、知识产权··························································8七、场地与设施························································8八所有的陈列点，如货架、专柜、堆头、业管理、会计等八、风险分析·························································10第三章需求分析·······················································11一、小区居民结构与收入水平···········································11二、目标顾客的消费特点与习惯·········································12第四章产品与服务·····················································13一、产品品种规划·····················································13二、采购与配送·······················································14三、包装·····························································15四、储存·····························································16五、定价策略·························································16第五章市场分析························································18一、SWOT分析·························································18二、市场竞争者·······················································20第六章营销策划························································22一、销售策略························································22二、人员促销·························································29第七章财务计划·······················································29一、投资预算·························································29二、收入与利润·······················································31三、预计三年内利润···················································32第八章附录附表一································································32附表二································································37第一章摘要一、宗旨及商业模式由于大型超市的数量不断增加，中小超市由于在商品品种以及经营项目、经营理念的落后，加上经营成本居高不下，导致生存空间越来越小，从而引发了业态的变革，从而产生了居于超市和小型杂货铺另外一种业态——便利店。其中我们对此产生出一个以蔬菜集中的便利店想法，突出自己的特色，主要是为方便周围的居民和各种人群而开设的一种小型超市，是生存于大型综合卖场及购物中心的商圈市场边缘的零售业态。以经营种类齐全及经营日常必需为主的一种零售业态，主要开设于各社区及流动人口较多且以快速消费商品的地方附近。商圈一般覆盖周围1000M左右的范围。未来随着生活节奏的不断加快，一是综合的大型卖场，一是方便快捷的便利店经营，应是零售行业主流发展趋势。为了突出我们新颖的创业构思和具有差异化的特点。所以我们准备在杭州中高档商业住宅区（首家店选址于天目山路丰潭路秋水苑22幢一层商铺）开设田园馆，以方便快捷的蔬菜超市形式成为周边住户的购菜地点首选。田园馆的宗旨是倡导“绿色、洁净、便捷”的购菜方式，推广新型的购菜理念，提供科学的营养指导，启发人们形成健康的饮食观念和科学的营养保健，创造美好生活。另外我们依据采用国际独有的互惠营销的理念，结合电子商务，实体连锁店，会员制营销，信用卡结算的模式，拷贝全球商业新模式。二、产品和服务我们田园馆会提供数十种新鲜蔬菜、肉制品、水产品等原料及净菜熟菜，也可以由顾客自主选购搭配，并可提供馆内专业营养师为顾客营养配菜调料的服务。我们的产品所使用微波保鲜技术和新型薄膜保鲜技术，均属于当前世界普遍使用的保鲜技术，能有效地保持各种菜类的新鲜度、有光泽。随着高科技的发展使得买菜也变得轻松简单，我们考虑设立田园馆的网站，让人们也可通过网络，来订购电子净菜，突出网络带给人们的享受。如此一来，我们将会增添网上订购，售后送菜上门。让顾客更贴近田园馆，带去一份别样的家的感受。三、目标市场我们把田园馆的目标顾客定位于中高档商业住宅区的居民，特别针对住宅区内的白领阶层，中产阶层。根据我们的调查，大多白领阶层工作压力大、工作节奏快，没有时间经常去较远的周边菜场购菜。然而他们的收入水平一般较高，对价格敏感度相对较低，更容易接受“绿色、洁净、便捷”的健康购菜理念。我们相信：一旦取得他们的满意和认可，顾客将会更加持久地选择此项生活方式。四、竞争分析我们的主要竞争对手为传统社区菜场，各大中型超市，以及流动摊贩。我们的竞争优势主要体现在以下几方面：相对于传统菜场与大型超市来说，我们在地理位置上更加贴近顾客;与传统菜场的脏乱相比，我们有舒适的购物环境，保证顾客有愉悦的购物心情;最为重要的是我们的产品是绿色的，我们能够提供已清理或者已搭配好菜原料，在保证新鲜程度的同时，能够最大限度地节约顾客的洗、捡，切等清理菜的时间;另外，在店内我们也有专业的营养师给顾客饮食营养的建议。这些特色保证了田园馆的强有力的竞争优势。五、组织与人员田园馆设立采购、销售、财务等相应部门，我们相信自己的能力和发展战略头脑，对创业充满激情。以下列出人员可保证实现我们的计划。王阿明，男，负责人宣伊娜，女，财务主管宓骏康，男，采购主管戴海斌，男，销售主管六、财务预算运用到财务能力分析方法，盈利能力指标、营运能力指标、偿债能力指标、增长能力指标，以及从静态和动态多个方面分别说明田园馆的财务状况和经营成果。田园馆投入资金需人民币20万左右。预计收益情况如下：单位：万元(RMB)第一年。