【摘要】：隨著國(guó)民生活水平的不斷提高,人們的購(gòu)買(mǎi)力也越來(lái)越大,西點(diǎn)已經(jīng)逐步進(jìn)入普通市民的家庭,更成為了年輕人的日常消費(fèi)品。中國(guó)烘焙行業(yè)近幾年高速發(fā)展,大量國(guó)外品牌烘焙坊涌入中國(guó)市場(chǎng)且發(fā)展趨勢(shì)良好,但因?yàn)橹袊?guó)市場(chǎng)的龐大,烘焙行業(yè)遠(yuǎn)遠(yuǎn)沒(méi)有飽和的跡象。據(jù)權(quán)威調(diào)查研究機(jī)構(gòu)數(shù)據(jù)顯示:至2012年底,烘焙行業(yè)實(shí)現(xiàn)銷(xiāo)售收入1886億元,同比增長(zhǎng)13.6%,2013年,行業(yè)銷(xiāo)售收入為2202億元。據(jù)預(yù)測(cè),2017年我國(guó)烘焙食品行業(yè)的銷(xiāo)售收入預(yù)計(jì)達(dá)到4658億元,2020年我國(guó)烘焙食品行業(yè)的銷(xiāo)售收入預(yù)計(jì)將達(dá)到5500億人民幣。雖然中國(guó)的市場(chǎng)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(chǎng),交通樞紐商圈,景點(diǎn)商圈等等,而社區(qū)周邊要么稍有烘焙坊,要么是一些國(guó)內(nèi)名不見(jiàn)經(jīng)傳的小面包房,yy公司在這樣的情況下應(yīng)運(yùn)而生,服務(wù)社區(qū),將最美味、健康、時(shí)尚的烘焙產(chǎn)品帶到社區(qū)。yy公司是一家西點(diǎn)烘焙連鎖經(jīng)營(yíng)的公司,計(jì)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(shè)備和創(chuàng)意設(shè)計(jì)服務(wù)等。烘焙成品包括:面包、蛋糕、西點(diǎn)、飲品等等。面包、西點(diǎn)的定價(jià)為5-15元,蛋糕定價(jià)為90-400元不等,飲品的價(jià)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(shè)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(pán)、烤爐、攪拌機(jī)、餅干模、發(fā)酵箱、切面機(jī)、刮刀等等。創(chuàng)意設(shè)計(jì)服務(wù)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(chǎng)覆蓋面為新興的中高檔小區(qū),隨著品牌效應(yīng)的漸漸擴(kuò)展,后期可以競(jìng)爭(zhēng)到更多小區(qū)。本商業(yè)計(jì)劃書(shū)通過(guò)對(duì)yy公司西點(diǎn)烘焙連鎖經(jīng)營(yíng)所處的內(nèi)外部環(huán)境進(jìn)行分析,認(rèn)為消費(fèi)者對(duì)健康、時(shí)尚、方便生活的訴求,城市化發(fā)展和中產(chǎn)階級(jí)的快速壯大,以社區(qū)為中心對(duì)烘焙產(chǎn)品的需求,以及經(jīng)濟(jì)增長(zhǎng)帶來(lái)的消費(fèi)能力的提高等多方面構(gòu)成了yy公司的機(jī)遇,而yy公司的威脅主要來(lái)自于企業(yè)成本不斷上升、現(xiàn)有的競(jìng)爭(zhēng)對(duì)手競(jìng)爭(zhēng)等因素。yy公司的內(nèi)部?jī)?yōu)勢(shì)包括著手于新興小區(qū),豐富的產(chǎn)品品類(lèi),先進(jìn)烘焙技術(shù),創(chuàng)意服務(wù)的提供,內(nèi)部劣勢(shì)主要是全新品牌,缺乏相關(guān)的經(jīng)驗(yàn)等。但從總體來(lái)看,公司的優(yōu)勢(shì)明顯,外部機(jī)會(huì)多,從而確定了公司整體的增長(zhǎng)型戰(zhàn)略。通過(guò)調(diào)查研究和數(shù)據(jù)統(tǒng)計(jì),對(duì)yy公司進(jìn)行目標(biāo)消費(fèi)者分析,了解消費(fèi)者需求、購(gòu)買(mǎi)動(dòng)機(jī)和影響客戶(hù)購(gòu)買(mǎi)決策的主要因素。利用市場(chǎng)定位策略和營(yíng)銷(xiāo)組合4p策略,對(duì)競(jìng)爭(zhēng)對(duì)手和yy公司進(jìn)行競(jìng)爭(zhēng)情況分析后,我們可以掌握競(jìng)爭(zhēng)對(duì)手的主要情況,并制定yy公司西點(diǎn)烘焙連鎖經(jīng)營(yíng)從產(chǎn)品、促銷(xiāo)、價(jià)格、渠道開(kāi)發(fā)的營(yíng)銷(xiāo)計(jì)劃。運(yùn)營(yíng)計(jì)劃則詳細(xì)描述了yy公司西點(diǎn)烘焙連鎖經(jīng)營(yíng)的管理團(tuán)隊(duì)構(gòu)成及未來(lái)五年的發(fā)展目標(biāo)以及在公司運(yùn)營(yíng)上所需的各類(lèi)資源,并建立相應(yīng)的評(píng)價(jià)體系。本文最后對(duì)yy公司西點(diǎn)烘焙商業(yè)計(jì)劃進(jìn)行了為期五年的財(cái)務(wù)預(yù)測(cè)與分析,揭示該計(jì)劃可能存在的風(fēng)險(xiǎn)并提出對(duì)策,并對(duì)執(zhí)行計(jì)劃做出總結(jié)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(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類(lèi)號(hào)】：F426.82

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