本文關鍵詞：JL珠寶公司商業(yè)計劃書　出處：《華南理工大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 珠寶行業(yè) 投資分析 消費需求 商業(yè)計劃書

【摘要】：隨著中國經(jīng)濟的快速發(fā)展，居民消費水平的不斷提高，珠寶行業(yè)經(jīng)歷了從最初的小作坊經(jīng)營到現(xiàn)在的品牌化管理的成長，逐漸發(fā)展成現(xiàn)在消費體系中的熱門產(chǎn)業(yè)。珠寶首飾這個古老的行業(yè)在競爭的洗禮中強勢持續(xù)地發(fā)展，以其巨大的市場潛力一步步由最初只供達官顯貴專屬享用到如今走向規(guī)模產(chǎn)業(yè)。在一些主要城市中，購買珠寶首飾已經(jīng)成為一種即興消費行為，甚至成為一種投資保值的手段。 本文是JL珠寶公司為了推廣珠寶品牌加盟連鎖店市場而準備的面向投資者的投資可行性分析商業(yè)計劃書。通過運用戰(zhàn)略管理、營銷管理,財務管理等系一列學科的理論和方法對項目背景介紹、行業(yè)分析、競爭分析、市場營銷策略、融資方式及投資回報、財務分析等方面進行分析，期望為項目融資500萬元，為企業(yè)能按戰(zhàn)略意圖迅速進入目標市場，為投資者贏得可觀的利潤回報。 本文首先通過JL珠寶公司的介紹，充分說明JL珠寶公司有實力做好珠寶品牌終端銷售。然后本文采用宏觀環(huán)境分析模型——PEST模型和行業(yè)競爭分析Poter五力模型分析JL珠寶公司的內(nèi)外部環(huán)境，發(fā)現(xiàn)我國正處于經(jīng)濟結構轉型的關鍵階段，，珠寶行業(yè)更加規(guī)范化和透明化，市場潛力巨大。同時，JL珠寶公司所具有的獨特資源和能力恰恰與珠寶行業(yè)的關鍵成功因素相匹配。接著通過STP營銷理論和SWOT分析模型等分析對細分市場的分析與研究，確定JL珠寶公司的戰(zhàn)略規(guī)劃和目標，制定與之匹配的營銷組合策略。希望通過對目標市場和目標客戶的全面分析和精準定位，迅速、成功地推廣市場品牌和知名度，塑造出自己強勢的JL品牌；最后通過銷售收入預測與財務盈利分析，論證了此項目利潤可觀，且能夠實現(xiàn)規(guī)模增長，在財務上是可行的，并針對一些可能的風險提出相應的防范與應對措施。 JL珠寶公司商業(yè)計劃書不僅具有融資的重要功能，而且?guī)椭磳⑦M入珠寶首飾行業(yè)中的投資者們提供珠寶行業(yè)中所面臨的一系列管理、營銷、品牌、財務等方面的參考，能對企業(yè)的發(fā)展具有戰(zhàn)略性的指導意義。
[Abstract]:With the rapid development of Chinese economy and the continuous improvement of the consumption level of the residents, the jewelry industry has experienced the growth of brand management from the initial small workshop operation to the present. Gradually developed into a hot industry in the current consumption system. Jewelry, the ancient industry in the baptism of competition in a strong and sustained development. With its huge market potential, it has moved from being a luxury to a large scale industry. In some major cities, jewelry buying has become an impromptu consumption behavior. Even become a kind of investment to preserve the value of the means. This paper is an investor-oriented investment feasibility analysis business plan prepared by JL Jewelry Company in order to promote jewelry brand to join chain store market. Through the use of strategic management, marketing management. Financial management is a series of disciplines of the theory and methods of the project background, industry analysis, competition analysis, marketing strategies, financing methods and return on investment, financial analysis and other aspects of the analysis. Expect to raise 5 million yuan for the project, for the enterprise to quickly enter the target market according to strategic intent, for investors to earn a substantial return on profits. This paper first through the introduction of JL Jewelry Company. JL Jewelry Company has the strength to do a good job of jewelry brand terminal sales. Then, this paper uses the macro environment analysis model-pest model and the industry competition analysis Poter five-force model to analyze JL jewelry company. The internal and external environment. It is found that our country is in the key stage of economic structural transformation, the jewelry industry is more standardized and transparent, the market potential is huge. At the same time. JL Jewelry Company has the unique resources and ability to match the key success factors of jewelry industry. Then through the STP marketing theory and SWOT analysis model to analyze and research the market segmentation. Identify JL Jewelry Company's strategic plans and objectives and develop matching marketing mix strategies. We hope that through comprehensive analysis and accurate positioning of target market and target customers, JL Jewelry will be quick. Successfully promote the market brand and popularity, shape their own strong JL brand; Finally, through the sales revenue forecast and financial profit analysis, it is proved that the project profit is considerable, and can achieve scale growth, which is financial feasible. At the same time, some possible risks are put forward to prevent and deal with them. JL Jewelry Business Plan not only has the important function of financing, but also helps investors coming into the jewelry industry to provide a series of management, marketing, brand facing in the jewelry industry. Financial and other aspects of the reference, can be strategic guidance for the development of enterprises.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.8

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