整编XX地区特产专营性质的专卖连锁店创业项目商业计划书.docx

整编XX地区特产专营性质的专卖连锁店创业项目商业计划书.docx

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整编XX地区特产专营性质的专卖连锁店创业项目商业计划书

XX地区特产专营性质的专卖连锁店创业项目商业计划书

目录

一．摘要··························································4

二．公司简介······················································4

1.公司简介·······························································4

2.公司的宗旨和目标·······················································4

3.产品优势·······························································4

4.技术优势·······························································4

5.核心管理团队···························································4

三．市场分析······················································5

1.市场介绍·······························································5

2.目标市场·······························································5

3.需求分析·······························································5

四．竞争分析······················································6

1.主要竞争对手分析·······················································6

2.市场竞争策略···························································6

3.竞争优势分析···························································7

五．产品服务······················································7

1.产品发展规划···························································7

2.研究与开发·····························································7

3.生产与运输·····························································8

4.实施与服务·····························································8

六．市场营销······················································8

1.市场开发策略···························································8

2.产品定位分析···························································9

3.产品定价策略···························································9

4.渠道网络建设···························································9

5.广告宣传策略···························································9

6.营销团队建设··························································10

七．财务计划·····················································10

1.资金需求说明··························································10

2.资金投入计划··························································10

3.投资手艺预测··························································10

八．风险分析·····················································11

1.市场与竞争风险························································11

2.产品与技术风险·······················································11

3.财务风险·····························································11

4.管理风险·····························································11

5.政策风险·····························································11

九．内部管理····················································11

1.公司组织结构·························································11

2.公司管理制度·························································12

3.人力资源计划·························································12

4.内部激励方案·························································12

一．摘要

现在各地的农副土特产十分丰富，深受广大市民的喜爱，无论是走亲访友，还是佳节送礼，都是送礼的上上之选，横县的土特产也是一样，但是虽然土特产品种丰富，当地政府也在这方面的政策上给予当地农民很多惠农政策，在当地市场销量很好，但是由于缺乏有效的宣传和包装，所以使当地的县外市场一直不是很好。

所以，开办一家营销农产品特色店，将本地的土特产经过筛选，包装后，推销到县外等县，市等地区，成为一种发展趋势。

通过调查，在横县，只有两家规模比较大的特产店，其他的都是农民自己进行小产量的售卖，而且横县的特产远近闻名，喜欢横县特产的人很多，销售市场空间很大。

所以我们的横县特产营销以打造“优质横县特产产品链”为目标，是以经营策划横县各种特产专营性质的专卖店，重质量，守信誉，价格实惠。

横县特产专卖店地址定在南宁市内，通过各种宣传推销，来扩大横县特产的影响力，将横县特产售往各地。

二．公司简介

1.公司简介

横县特产专卖店是以经营横县各种土特产为主的专卖店，主要有大头菜，大粽，粉利，芝麻饼，茉莉花茶等等土特产，集合收购土特产，加工，销售为一体的经营销售模式，使广大人民都能买到正宗的横县土特产。

2.公司的宗旨和目标

横县特产专卖店的宗旨是让广大群众都能买到质量好，正宗的横县特产。

本店的目标是把横县特产经南宁市这个市场，辐射到南宁市周边的市，县份，扩大横县特产的市场，使横县特产闻名广西。

3.产品优势

横县的特产种类繁多，而且横县是中国茉莉之乡，每年都会举办茉莉花节，横县特产口味丰富，品种多样，并且横县鱼生也是远近驰名，过节送礼，横县特产是首选，而且横县特产基本都可以开袋即食，方便又实惠。

4.技术优势

横县特产是横县发展经济的一大优势，也是重要的领域，除了茉莉花是横县经济收入的主要部分外，横县特产也是不可多得的优势，从种植到收获，都有着自身的种植技巧，也只有横县才能种植出好的横县特产。

5.核心管理团队

本店的经营管理团队有6人，一人负责原料采购，一人负责联系加工厂，进行合作加工，一人负责运输，一人负责财务，一人负责南宁的店面及营销方案，一人负责总领全局，并代表本店对外沟通。

三．市场分析

1.市场介绍

南宁市管辖下有6个县，分别是横县、宾阳县、上林县、马山县、武鸣县、隆安县。

横县距离南宁市120公里，距离很近，横县特产在南宁市及其周边的县份知名度很高，每年无论是单位或个人，来横县采购特产的人数都在上涨，订购的数量也很大，但是由于横县只有两家专卖店在经营横县特产，而且规模不是很大，虽然都有自己的收购和加工厂，但是并不能囊括横县全部优秀的特产，有些小型的个体店虽然手工好，特产的质量好，但是也仅限在横县小有口碑，并没有能走出横县。

因此，在南宁市开一家横县特产专卖店，不仅能把横县的特产更好的介绍出去，还能和横县县内优秀的有着传统手艺的小型个体店合作，拓宽他们的销路。

南宁市的群众或者各县的群众，想要购买横县特产，只要到南宁的横县特产专卖店就可以订购。

2.目标市场

我们的横县特产专卖店的目标市场有三个阶段，第一个阶段就是把横县特产专卖店的知名度有效的扩散到南宁市及其周边6个县份，第一个阶段为期2年，通过广告宣传，展板宣传，还有定期的优惠活动，以及通过每年横县都举办的茉莉花茶交易会和茉莉花茶节，通过农产品展销会和美食节，或者作为横县官方指定的特产订购点来扩大知名度，提高本店的信誉。

第二个阶段就是通过第一个阶段所积累的市场占有率及人脉关系和口碑等等有利因素，进一步扩大到以南宁市为中心的周边除管辖的6个县外的市和县。

第二阶段为期2年，主要是提高知名度，让更多的人了解横县特产并购买横县特产。

第三阶段就是通过前两个阶段所积累的有利因素，尝试和其他企业合作，扩大经营，并且把横县特产专卖店开到其他地方，真正地把横县特产介绍出去。

目前对于横县特产的市场情况，大概主要集中在南宁市及其管辖内的6个县份，至于其他市场状况占有的比例一直都不高，虽然每年横县举办的茉莉花茶交易会都能吸引全国各地的商家来投资，但是主要集中在茉莉花加工上，横县特产并没有相茉莉花一样受到关注，因此除了逢年过节，也就是在花交会上，横县特产销售量有所增加，由于花交会都是在8月或9月举办，而横县的大粽、粉利却是在冬天的时候比较多，所以也致使花交会上特产的销量不高。

对于横县特产的目标市场的发展趋势，还是很乐观的，随着今年横县茉莉花在广西甚至全国都有一定的知名度，横县特产也为越来越多人所知道，但是横县特产基本也仅能到横县才能买到正宗的，所以，随着这个趋势的发展，在南宁开一家横县特产专卖店，是符合这个趋势的，并且南宁是广西的首府，随着以往中国东盟博览会在南宁的成功召开，越来越多人知道南宁，并来南宁游玩，因此，横县特产专卖店开在南宁，是天时地利人和。

3.需求分析

对于横县特产的客户需求，就第一个阶段来讲，大致可以分为三个部分，第一部分就是横县县内的需求，虽