甜品店项目策划书.pdf

甜 品 店 策 划 案 制作人：潘英剑 目录 一、企业描述· ·················································3 二、市场分析 （一）目标顾客分析· ·····················································3 （二）目标市场分析·····················································4 （三）顾客需求分析·····················································5 （四）价格定位分析· ·····················································5 （五）分析总结·························································6 三、竞争分析 （一）行业竞争者· ······················································7 （二）消费者···························································10 （三）替代者···························································10 （四）竞争优劣分析表· ··················································11 四、企业组织结构 （一）企业形式· ························································11 （二）企业组织结构图· ··················································11 五、营销策略 （一）产品策略························································12 （二）价格策略························································12 （三）促销策略························································12 六、店内装修创意 （一）菜单制作························································13 （二）愿望墙···························································13 （三）娱乐项目························································13 （附图） 七、风险分析预测 （一）环境风险· ························································14 （二）经营风险························································14 （三）市场风险· ························································14 （四）财务风险· ························································14 八、投资预算 （一）建设投资· ························································15 （二）管理成本· ············