本文是为化州橘红堂食品有限公司进行化州橘红全国连锁，招商加盟和融资而撰写 的商业计划书。本项目正值国内健康产业和移动互联网产业的高速发展时期，面向呼吸 类健康食品的细分市场里，其具有较大的发展潜力及投资空间。通过连锁经营和互联网 O2O 融合模式的研究，探索项目实施可行性。 本计划书结合作者以往在广州市场投资与区域经营的经验与管理基础，综合市场营 销学、管理学、投资行为学、财务管理、风险管理等理论知识，通过五力竞争模型分析 法、SWOT 分析法、STP、营销 7P 营销组合和互联网 O2O 融合进行了详细分析研究。 对化州橘红行业的发展现状、竞争环境和市场机会进行分析，并介绍了橘红堂公司的管 理团队、市场发展计划和组织发展框架。从市场与组织能力出发，制定了“橘红堂”全 国连锁 O2O 全网营销模式。创新地对产品、互联网技术、连锁运营和行业资源进行了 整合。研究表明，化州橘红行业处于起步期，市场潜力巨大，橘红堂公司现有的管理团 队通过在广州区域市场的三年经营，积累的经验和能力为全国连锁经营提供了有力保 障。为了规避市场和管理风险，本项目的实施采用稳步推进，由北向南渐进的市场发展 策略，借助互联网融合低成本传播的机会，以广州连锁店为市场示范点，通过直营和加 盟混合的模式进行全国市场发展。初期市场围绕北方重要城市北京、天津、哈尔滨、吉 林、长春、沈阳、大连、西安、济南、石家庄、乌鲁木齐及这些城市辐射的核心区域。 制定公司五年发展目标，项目投资 1000 万元，第二年实现 50 家直营店，250 家加盟店， 合计 300 家线下实体店，网络分销会员 30000 人，销售 1.08 亿元的销售目标。通过规模 效应，第一年内实现盈利，投资回收周期为 2 年，企业销售净利润率为 13.04%。计划 书对项目投资存在的风险进行了识别，并提出了相应的对策。因此认为，该项目具有较 强的盈利能力，投资风险较小，项目是可行的，具有较好的投资价值。 本文提出了化州橘红“健康呼吸，绿色养生”创新理念，结合移动互联网技术快速 占领呼吸类健康食品市场的营销策略。本人作为项目的主要发起人，希望能为橘红堂连 锁项目运营提供数据支撑和行动指南，同时让更多加盟者提供投资参考服务。 关键词，商业计划书；化州橘红；连锁经营；O2O 全网营销；营销方案II ABSTRACT This article is a business plan for attracting national partners, joint investment and financing of Huazhou Juhongtang Co., Ltd. This project has great potential under such a rapid development of domestic health-related industry and mobile Internet industry. We aim to study the mode of chain stores and Internet O2O integration,thus exploring feasibility of our project. Combining with my former experience of business and marketing in Guangzhou, along with the knowledge of regional business and trade, integrating marketing, investment, financial management, risk management and other theories , according to Michael Porter's five forces model analysis , SWOT , STP, 7p marketing and Internet O2O integration,the article studies and analyzes current situation, competition and the market of Huazhou Juhong industry. Also the article contains the information about our excellent team, how we organize our work and the foreseeable future of our plan. Based on the market and organization, we plan to formulate O2O network marketing mode of Huazhou Juhong, thus innovatively integrating products, Internet, chain operations and resources from different industries. This research shows that Huazhou Juhong industry is still in its infancy stage.Its potential is tremendous.With three years' marketing experience in Guangzhou, the team in Juhongtang is able to achieve the goal. In order to avoid risk of the mass market and capital, the implementation of the project adopts progressive strategies, in which we plan to develop the industry from less to more in terms of amount and from north to south in terms of location.With such a great opportunity of low spreading cost of Internet integration and former experience of the existing market in Guangzhou, this project has great feasibility nationally. Our targets in the first period are some major cities in the northern part of China, such as Tianjin, Beijing, Harbin, Jilin, Changchun, Shenyang, Dalian, Xi'an, Ji'nan, Shijiazhuang, Urumqi and the core areas around the cities. It is necessary to set a goal for our company in the following five years, which is getting an investment of 10 million yuan, achieving 50 direct-sale stores in the second year, 250 franchised outlets, a total of 300 offline stores, 30 thousand members through Internet and achieving our target profit,0.108 billion yuan.With scale effect, it will achieve profitability in the first year and have 2 years' recoveryIII period. The pure percent of profit of our company reaches 13.04%. The risk of our project will be predicted,relevant solutions will be provided as well. Therefore, the project which has strong profitability and low risk, is feasible and certainly worth investing. This article puts forward the innovative concept of “Healthy breathing, green life-nourishing” about Huazhou Juhong, combining with the new strategy of the Internet for respiratory health community. As the main explorer of this project, I hope I can provide some useful data and tips for future operations, as well as provide different service for more Franchisees. Keywords: Business plan; Huazhou Juhong; Chain operation; O2O network marketing; Marketing strategyIV 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 目 录........................................................................................................................................IV 图表目录...............................................................................................................................VIII 第一章 绪论..............................................................................................................................1 1.1 研究的背景和意义..................................................................................................... 1 1.2 文献综述..................................................................................................................... 2 1.2.1 化州橘红背景知识.............................................................................................. 2 1.2.2 商业计划书编制方面.......................................................................................... 4 1.2.3 战略管理理论...................................................................................................... 4 1.2.4 营销管理方面...................................................................................................... 5 1.3 研究的方法与内容..................................................................................................... 6 1.3.1 研究内容.............................................................................................................. 6 1.3.2 研究方法.............................................................................................................. 8 第二章 项目基本情况..............................................................................................................9 2.1 项目概述..................................................................................................................... 9 2.2 项目投资主体............................................................................................................. 9 2.3 项目投资与期限....................................................................................................... 10 2.4 项目运营构想........................................................................................................... 11 2.5 商业模式................................................................................................................... 11 2.6 项目运营团队........................................................................................................... 12 2.7 项目优势................................................................................................................... 13 2.8 本章小结...................................................................