[创业大赛DIY鞋店策划书.doc

穿出我样DIY 鞋店 创业计划书 所在院校，系：工商管理 班级： 物流121 小组成员： 房坤 张伟 吴志伟 王书明 宫嘉良 王辉 高森 席荦 负责人： 宫嘉良 联系电 摘 要 DIY是英文“Do it yourself ”（自己动手做）的缩写。 DIY商品在中国目前的市场上所占比重并不庞大，而此类商品也没有成为老百姓茶余饭后的话题。所以DIY系列商品在市场上还是有很大的发展空间的。所以我们决定在北京开一家DIY的鞋店。 随着中国的发展，社会的进步，人们已经不再局限于物质生活上的满足，而是追求精神方面的享受。所以如何享受才是他们所思考的话题。 现如今，吃饭不仅仅为了温饱、穿衣不仅仅为了保暖。生活必须品除了发挥它本身的功能之余又被21世纪的人们赋予了一种新的定义，那就是彰显身份、引领时尚、秀出个性。 据调查，如今青少年的消费心理大多都是求异心理。但是由于青少年的购买能力有限，不能通过一些国际大品牌来吸引众人眼球。所以DIY比较受到青少年青睐，此类产品不仅能让他们消费得起，还能满足他们的求异心理，彰显他们不同的性格，让他们在茫茫人海中脱颖而出。 我们决定把DIY鞋店开在学校旁边。因为学校附近交通便利，市场广阔，同时不在商业区所以低价比较低廉，因此，可以大大的减少成本，提高利润。而且目前学校附近DTY鞋店较少，自然竞争比较小，前景光明。 目 录 一、鞋店概况 ····················································3 （一） 鞋店名称·················································3 （二）鞋店组织结构···············································3 （三）鞋店性质···················································3 （四）主营业务···················································4 （五）鞋店宗旨···················································4 （六）鞋店目标···················································4 （七）鞋店介绍···················································4 二、市场分析····················································5 (一)市场描述····················································5 （二）市场调查··················································6 （三）目标市场···················································6 （四）目标客户···················································6 （五）建设进度···················································6 三、外部环境分析·················································7 四、内部环境分析·················································7 1、优势························································7 2、劣势 ························································8 3、长远战略····················································8 五、营销策略·····················································8 （一）产品组合描述···············································8 （二）竞争策略···················································9 六、财务预测··············