“悠部落”休闲吧商业计划书.docx

北京信息科技大学“悠部落”休闲吧商业计划书小组成员：工商0903/王春龙/2009011804：三、市场分析；PPT演讲工商0904/周国凯/2009011837：五、市场营销策略；PPT制作工商0901/张德建/2009011724：四、管理情况工商0903/邓太胜/2009011799：二、公司概况工商0904/刘金/2009011819：一、创业经营宗旨和理念目录一、创业经营宗旨和理念···························4 1、宗旨······································42、理念······································5二、公司概况·····································6 1、店面简介···································6 2、发展远景及战略（商业构想，竞争力分析）·63、主营产品·····························74、选址计划······························8三、市场分析······································91、市场背景分析································9 2、目标消费群体及市场需求分析··················93、价格定位分析································104、市场有效性分析······························145、市场优势分析································146、市场劣势分析································157、市场风险分析································15四、管理情况······································161、管理理念····································162、管理人员与相应管理职责······················163、财务管理····································174、投资管理····································18五、市场营销策略··································191、品牌策略····································192、价格策略····································193、营销方式····································194、人员········································215、分销渠道····································216、广告与促销策略······························217、营销预算····································228、竞争者分析··································24一、创业经营宗旨和理念1、宗旨为大学生创造休闲、交流的优美环境，给大学生活增添不一样的色彩。现代大学生，因为就业、生活压力大而没法找到真实的自我，整天忙碌于学习呆板的课本知识，为奖学金争得头破血流，却忽视发展自己的社会生存能力，无节制的参加各种社团活动，想方设法让自己在大学这个小社会里“游刃有余”，或是在过度放松里放纵自己，夜不归宿地网游，每天无所事事在宿舍里宅着，整天除了风花雪月没有别的事情可做，从而迷失自己的方向。而我们希望通过创造一个安静、有情调、充满理性阳光的环境，来让大学生们冷静的思考，真诚的交流。大学生这个让社会敏感的群体，它的特殊性在于其“半成品性”。我们是一群向真正的成年人过渡的孩子，我们激情、年轻、敢想敢做、富有创造性；我们浮躁、冲动、缺乏前瞻性和整体眼光。这样复杂的特点造就了我们这个特殊的群体，而能不能成功过渡，不仅是我们每一个人在未来成功与否的关键，更是为我们这个群体增添社会影响力的关键，只有这样，社会才不至于脱节，才不至于失去发展的动力。我们的休闲吧致力于调整大学生的心态，我们不仅仅是在提供饮品点心，更是在为消费者打造一个特殊的环境：在这里，你能安静的看一本充满理性光芒的书，你能和一个志同道合的人碰出思想的火花，你能在这里做到“吾当一日三省吾身”；我们认为这样才是一个合格的大学