自2012年9月取得了全国连锁薯条专卖品牌“薯格-sugar”在甘肃省的区域 代理权以来,经过了一年多的时间发展,目前在甘肃省内已拥有直营店2家,加 盟店26家。但是随着“薯格-sugar”店面数量的增多,更加需要店面科学布局、 连锁店的标准化管理、物料的精准配送、员工的快速成长、品牌在消费者的迅速 认知,来提高“薯格-sugar”的在同类市场的竞争实力,提升消费者对的认可度, 从而撰写了该商业计划书。 本文以现有项目的实施为背景,通过撰写商业计划书的形式,将所学的相关 理论与方法运用其中。并对“薯格-sugar”薯条专门店项目在甘肃省的发展现状 即运作模式做了详细介绍。在撰写过程中参考了大量的文献和外文书籍并通过互 联网查找了相关行业数据作为文章论证的依据。在项目实施环境分析中运用了 PEST分析法对项目在甘肃省的宏观环境进行了综合分析,然后运用了波特五力 分析模型对“薯格-sugar”所处的行业竞争环境进行全面分析,最后运用了 SWOT 分析方法对“薯格-sugar”项目所面临的机遇与威胁,以及经营过程中存在的优 势与劣势进行总结选择适合自己的发展策略。在这个过程中我们还运用了问卷调 查的方法对前来“薯格-sugar”店消费的顾客进行调查和研究并加以总结。再根 据选定的目标市场进行市场定位,并运用服务营销的理论制定出适合“薯格 -sugar在甘肃市场发展的营销组合策略。 本文在最后部分运用了财务管理的分析方法对该项目投资情况进行分析,并 将项目收益进行了计算和预测,通过实际数据论证该项目的可行性,让更多的加 盟商有信心加入“薯格-sugar”薯条专门店项目,使项目投资者实现品牌经营、 规模经营,效益丰硕的远大目标。 关键词:商业计划书;薯格-sugar;休闲餐饮;营销组合 I MBA学位报告 作者:张鹏 薯格-sugar”项目在甘肃市场发展的商业计划书 ABSTRACT Since September 2012 the chips of monopolized brand ShuGe-Sugar which is the national chain storesacquired the dealership in the area of Gansu province. After more than a year of development, there are 2 direct-sale stores and 26 franchise units in that area at present But as the number of the stores increased, more needs appears to achieve a scientific layout,store management standardization, accuracy delivery of material, rapid growth of staffs' and high brand recognition among consumers.In order to improve the competition strength of Shuge-Sugar in the similar market, and promote the recognition of consumers, then writing down this business plan. Thepaper first simply reviews the form of writing a business plan and the main theory and research techniques which applied to use in the process of writing this plan, then makes a detailed introduction for the present development of the chips store project of Shuge - Sugar in Gansu province.During the process of writing this plan which referencesto a great deal of literature and foreign language books,and find the relevant data via the internet as the basis of article arguments.In project implementation environment analysis which using the PEST analytic method to make a comprehensive analysis of macro environment in Gansu province, then using the Porter's Five Forces Model to make an analysis on Shuge - Sugar leisure catering industry environment, then finally using the SWOT method to analyze the opportunities and threats which exist in the course of the operation and this project will face,and thento summarize the advantages and disadvantages of choosing suitable development strategy. In the process, we also use the method of market research on customers who come to Shuge- sugar^for consumption to make investigation and research then summarize them,then according to the selected target market to develop a suitable marketing mix strategy for the target market In the final part of this paper which using the analysis methods of financial management to calculate and predict onthe project investment and profit, and demonstrate the project investment returns through a group of actual data to let more franchisees have the confidence to join the store project of Shuge - sugar5then to let project investors realize the ambitious targeton implement brand management, scale operation and benefit great returns. Key words: Business Plan;Shuge-Sugar;Leisure catering industry; Marketing Mix strategy II MBA学位报告 作者:张鹏 “薯格-sugar”项目在甘肃市场发展的商业计划书 目录 —、 1 (一)本文研究的背景 1 (二)研究思路和研究方法 2 (三)研究内容 3 (四)相关理论综述 4 二、公司及“薯格-sugar’’项目情况介绍 8 (一)公司概况 8 (二)“薯格-sugar项目概况 9 三、“薯格-sugar项目实施的环境分析 14 (一)宏观环境分析 14 (二)行业环境分析 17 (三)竞争环境分析 23 (四)项目的SWOT分析 29 四、消费者行为分析 32 五、市场营销策略及实施 38 (一)STP目标市场营销 38 (二)全国统一服务营销组合策略 41 (三)单店营销策略 50 (四)反馈控制 52 六、财务规划 55 (一)初始总投资金额估算 55 (二)盈利情况 56 (三)单店盈亏平衡销售点 57 (三)资金来源与退出机制 58 (四)风险与保障 58 七、结束语 60