【摘要】：具有13億人口的中國(guó)禮品市場(chǎng)有著巨大的市場(chǎng)容量和增長(zhǎng)潛力，隨著中國(guó)奧運(yùn)會(huì)成功舉辦和加入世界貿(mào)易組織，人們消費(fèi)水平的不斷提高和檔次上升，中國(guó)的禮品市場(chǎng)將會(huì)有一個(gè)新的增長(zhǎng)，而且，隨著經(jīng)濟(jì)的快速增長(zhǎng)和商務(wù)往來(lái)的增多，高檔禮品市場(chǎng)逐年增多。目前，中國(guó)已經(jīng)成為世界禮品生產(chǎn)基地，并成為世界第一大奢侈品市場(chǎng)和禮品大國(guó)。 本文以商業(yè)計(jì)劃書的形式，，運(yùn)用市場(chǎng)營(yíng)銷學(xué)、電子商務(wù)、消費(fèi)者行為學(xué)、宏微觀經(jīng)濟(jì)學(xué)、財(cái)務(wù)管理、風(fēng)險(xiǎn)管理等理論，對(duì)“99創(chuàng)意”禮品公司作為研究對(duì)象，定位于中高端商務(wù)禮品市場(chǎng)，對(duì)該項(xiàng)目的市場(chǎng)營(yíng)銷、戰(zhàn)略制定、運(yùn)營(yíng)計(jì)劃、財(cái)務(wù)管理、風(fēng)險(xiǎn)控制等各方面進(jìn)行了系統(tǒng)分析和詳細(xì)研究，通過公司的最終贏利吸引投資者投資，為企業(yè)的未來(lái)發(fā)展奠定良好的融資基礎(chǔ)。 本文首先介紹了企業(yè)及項(xiàng)目概況，對(duì)商務(wù)禮品行業(yè)市場(chǎng)宏觀環(huán)境和微觀環(huán)境進(jìn)行PEST分析，即分析政策、經(jīng)濟(jì)、社會(huì)、技術(shù)等市場(chǎng)因素，以及針對(duì)“99創(chuàng)意”禮品公司企業(yè)面臨的機(jī)遇與挑戰(zhàn)，制定其目標(biāo)和發(fā)展戰(zhàn)略。用波特五力模型分析了企業(yè)在禮品行業(yè)競(jìng)爭(zhēng)環(huán)境中的競(jìng)爭(zhēng)力。利用SWOT分析工具分析了項(xiàng)目的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅,在此基礎(chǔ)上進(jìn)行了目標(biāo)市場(chǎng)分析和定位。其次,本文對(duì)“99創(chuàng)意”禮品公司進(jìn)行了市場(chǎng)分析，通過STP營(yíng)銷對(duì)高端禮品市場(chǎng)進(jìn)行細(xì)分和策略分析，制定了6P營(yíng)銷策略和服務(wù)計(jì)劃，并提出了公司高端禮品營(yíng)銷的戰(zhàn)略。再次,本文對(duì)新設(shè)立的“99創(chuàng)意”禮品公司制定了運(yùn)營(yíng)計(jì)劃，并制定了宣傳和推廣步驟。最后，本文對(duì)“99創(chuàng)意”禮品公司做了財(cái)務(wù)投資分析和風(fēng)險(xiǎn)分析，并提出了風(fēng)險(xiǎn)對(duì)策。通過投資現(xiàn)金預(yù)期流量分析、銷售收入預(yù)計(jì)分析、各成本費(fèi)用預(yù)計(jì)分析、項(xiàng)目投資凈現(xiàn)值、投資回收期、內(nèi)涵報(bào)酬率、預(yù)計(jì)資產(chǎn)負(fù)債分析、預(yù)計(jì)利潤(rùn)等財(cái)務(wù)分析，論證了投資“99創(chuàng)意”禮品公司項(xiàng)目的可行性，通過“99創(chuàng)意”禮品公司商業(yè)計(jì)劃書的實(shí)施，公司將取得良好的預(yù)期效益。
[Abstract]:China's gift market, with a population of 1.3 billion, has huge market capacity and growth potential. With the successful hosting of the Olympic Games and China's accession to the World Trade Organization, people's consumption level has been continuously improved and upgraded. China's gift market will have a new growth, and with the rapid growth of the economy and business exchanges, the high-end gift market is increasing year by year. At present, China has become the world gift production base, and the world's largest luxury goods market and gift country. In the form of business plan, using the theories of marketing, electronic commerce, consumer behavior, macro and micro economics, financial management, risk management, etc. Positioning in the high-end business gift market, the project marketing, strategy formulation, business plan, financial management, risk control and other aspects of the system analysis and detailed study, through the company's final profits to attract investors to invest. For the future development of enterprises to lay a good foundation for financing. This paper first introduces the general situation of enterprises and projects, carries on the PEST analysis to the business gift industry market macroscopic environment and the microscopic environment, namely analyzes the policy, the economy, the society, the technology and so on market factor, Aiming at the opportunities and challenges faced by 99 Creative Gift Company, the paper formulates its goal and development strategy. This paper analyzes the competitiveness of enterprises in the competitive environment of gift industry with Porter's five-force model. The advantages, disadvantages, opportunities and threats of the project are analyzed by using the SWOT analysis tool, and the target market is analyzed and positioned on this basis. Secondly, this paper analyzes the market of "99 Creative" Gift Company, classifies and analyzes the high-end gift market through STP marketing, formulates 6P marketing strategy and service plan, and puts forward the high-end gift marketing strategy of the company. Thirdly, this paper formulates the business plan of 99 Creative Gift Company, and formulates the propaganda and promotion steps. Finally, this paper makes financial investment analysis and risk analysis to 99 Creative Gift Company, and puts forward the risk countermeasures. Through the analysis of the expected flow of investment cash, the forecast analysis of sales income, the forecast analysis of each cost and expense, the net present value of the investment of the project, the investment payback period, the connotation rate of return, the analysis of the expected assets and liabilities, the expected profit and so on, The feasibility of investing in 99 creative gift company project is demonstrated. Through the implementation of business plan of 99 creative gift company, the company will obtain good expected benefit.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F722;F723;F426.8

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