【摘要】：隨著國民生活水平的不斷提高,人們的購買力也越來越大,西點已經(jīng)逐步進入普通市民的家庭,更成為了年輕人的日常消費品。中國烘焙行業(yè)近幾年高速發(fā)展,大量國外品牌烘焙坊涌入中國市場且發(fā)展趨勢良好,但因為中國市場的龐大,烘焙行業(yè)遠遠沒有飽和的跡象。據(jù)權威調(diào)查研究機構數(shù)據(jù)顯示:至2012年底,烘焙行業(yè)實現(xiàn)銷售收入1886億元,同比增長13.6%,2013年,行業(yè)銷售收入為2202億元。據(jù)預測,2017年我國烘焙食品行業(yè)的銷售收入預計達到4658億元,2020年我國烘焙食品行業(yè)的銷售收入預計將達到5500億人民幣。雖然中國的市場仍然龐大,但是大多數(shù)烘焙企業(yè)都將目光聚焦在商業(yè)區(qū)域,如大型商場,交通樞紐商圈,景點商圈等等,而社區(qū)周邊要么稍有烘焙坊,要么是一些國內(nèi)名不見經(jīng)傳的小面包房,yy公司在這樣的情況下應運而生,服務社區(qū),將最美味、健康、時尚的烘焙產(chǎn)品帶到社區(qū)。yy公司是一家西點烘焙連鎖經(jīng)營的公司,計劃在5年內(nèi)店面增加到8家。主要提供烘焙成品、烘焙食材、烘焙設備和創(chuàng)意設計服務等。烘焙成品包括:面包、蛋糕、西點、飲品等等。面包、西點的定價為5-15元,蛋糕定價為90-400元不等,飲品的價格為4-15元。烘焙食材主要有面粉、添加劑、谷物、配料等等。烘焙設備主要為量杯、電子秤、面粉篩、打蛋器、土司模型、蛋糕模型、烤盤、烤爐、攪拌機、餅干模、發(fā)酵箱、切面機、刮刀等等。創(chuàng)意設計服務主要包括diy烘焙,私人定制,烘焙廚藝班,親子烘焙等等。目前為止主要市場覆蓋面為新興的中高檔小區(qū),隨著品牌效應的漸漸擴展,后期可以競爭到更多小區(qū)。本商業(yè)計劃書通過對yy公司西點烘焙連鎖經(jīng)營所處的內(nèi)外部環(huán)境進行分析,認為消費者對健康、時尚、方便生活的訴求,城市化發(fā)展和中產(chǎn)階級的快速壯大,以社區(qū)為中心對烘焙產(chǎn)品的需求,以及經(jīng)濟增長帶來的消費能力的提高等多方面構成了yy公司的機遇,而yy公司的威脅主要來自于企業(yè)成本不斷上升、現(xiàn)有的競爭對手競爭等因素。yy公司的內(nèi)部優(yōu)勢包括著手于新興小區(qū),豐富的產(chǎn)品品類,先進烘焙技術,創(chuàng)意服務的提供,內(nèi)部劣勢主要是全新品牌,缺乏相關的經(jīng)驗等。但從總體來看,公司的優(yōu)勢明顯,外部機會多,從而確定了公司整體的增長型戰(zhàn)略。通過調(diào)查研究和數(shù)據(jù)統(tǒng)計,對yy公司進行目標消費者分析,了解消費者需求、購買動機和影響客戶購買決策的主要因素。利用市場定位策略和營銷組合4p策略,對競爭對手和yy公司進行競爭情況分析后,我們可以掌握競爭對手的主要情況,并制定yy公司西點烘焙連鎖經(jīng)營從產(chǎn)品、促銷、價格、渠道開發(fā)的營銷計劃。運營計劃則詳細描述了yy公司西點烘焙連鎖經(jīng)營的管理團隊構成及未來五年的發(fā)展目標以及在公司運營上所需的各類資源,并建立相應的評價體系。本文最后對yy公司西點烘焙商業(yè)計劃進行了為期五年的財務預測與分析,揭示該計劃可能存在的風險并提出對策,并對執(zhí)行計劃做出總結概要。
[Abstract]:With the continuous improvement of the national living standard, the purchasing power of people is becoming more and more big, the West Point has gradually entered the ordinary citizens' family, and it has become the daily consumer goods of the young people. The baking industry in China has developed rapidly in recent years. A large number of foreign brand roasting mills are pouring into the Chinese market and the trend is good, but because the Chinese market is huge, The baking industry is far from saturated. According to data from the authorities, the roasting industry achieved a sales revenue of 188 billion 600 million yuan by the end of 2012, up 13.6% year on year. In 2013, the industry sales revenue was 220 billion 200 million yuan. It is predicted that in 2017, the sales revenue of the baking food industry of our country is expected to reach 465 billion 800 million yuan in 2017, and the baking food of our country in 2020. The industry's sales revenue is expected to reach 550 billion yuan. Although China's market is still large, most roasting companies focus on commercial areas, such as shopping malls, transportation hub circles, scenic spots and so on, and the neighborhood of the community has a little baking workshop, it is a small bakery in China, YY company. In this case, serving the community, bringing the most delicious, healthy, and fashionable baking products to the community.Yy company is a roasting chain of West Point, which is planned to increase to 8 stores in 5 years. It mainly provides baked goods, baking materials, baking equipment, baking equipment and creative design services. The baking finished products include bread, cake and West. The price of the bread, the Western point is 5-15 yuan, the cake is priced at 90-400 yuan, the price of the drink is 4-15 yuan. The baking materials are mainly flour, additives, grain, ingredients and so on. The baking equipment is mainly measuring cup, electronic scale, Flour Sifter, egg jolt, toast model, cake model, baking tray, oven, blender, biscuit die, fermentation box, cutting surface. Creative design services include DIY baking, private customization, baking cooking class, parent-child roasting, and so on. So far the main market coverage is the emerging middle and high grade community, with the gradual expansion of the brand effect and the later competition to more residential areas. This business plan is based on the roasting chain operation of YY Company West Point. The internal and external environment is analyzed. It is considered that consumers' demand for health, fashion, and convenience of life, the development of the city and the rapid growth of the middle class, the needs of the roasted products in the community as the center, and the increase of the consumption ability brought by the economic growth are the opportunities for the YY company, and the threat of the YY company is mainly from the enterprises. The internal advantages of.Yy company, such as the rising cost of the industry and the competition of the existing competitors, include the beginning of the New District, the rich product category, the advanced roasting technology, the provision of creative service, the internal disadvantage mainly the brand new brand and the lack of relevant experience. The company's overall growth strategy is determined. Through investigation and data statistics, the YY company is carried on the target consumer analysis to understand the consumer demand, the purchase motivation and the main factors that affect the customer's purchase decision. Using the market positioning strategy and the marketing mix 4P strategy, we can analyze the competition between the hand and the YY company. In order to master the main competitor's main situation, and formulate the marketing plan of YY Company West Point roasting chain management from product, promotion, price, channel development. The operation plan describes in detail the composition of YY company's roasting chain management team and the development goals for the next five years, and the various kinds of resources needed in the operation of the company, and the establishment of the various kinds of resources for the operation of the company. At the end of this paper, the financial forecast and analysis of the bake business plan of YY company was carried out for five years, and the possible risks of the plan were revealed and the countermeasures were put forward, and a summary of the implementation plan was made.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F426.82

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