自 2010 年起，中国经济增长出现了持续放缓的现象，中国经济需要寻找新 的经济增长点。当前中国经济的发展模式在持续不断地变革当中，这也为服务 业的发展带来了新的机遇和挑战。有专家预测未来服务业将成为国家经济发展 的强劲推动力，服务业发展模式将发生颠覆性的变化，服务水平将不断提高。 心动奶茶项目就是在这样的背景下应运而生。心动奶茶是休闲餐饮的一种形 式，将高校校园作为营销场所，将高校学生作为目标顾客，为他们提供可消费 的起的好饮品，同时将奶茶与书吧结合，在校园内开展各种以读书为主题活 动，培养在校生拥有一个良好的读书习惯。 本文从心动奶茶项目的项目背景开始介绍，通过管理学中 PEST 理论对该项 目的环境进行分析，SWOT 分析法、波特五力模型对企业的竞争环境及优势劣势 进行分析。并对消费者习惯进行了网络及现场问卷调查，以了解消费者的消费 习惯。通过这些分析方法，制定出企业的产品策略、价格策略、渠道策略以及 促销策略。根据企业经营策略，对企业的投资、盈利能力等做出预测，制定出 有助于企业发展的财务计划，并根据现实情况预测心动奶茶所面临的风险，提 出相应的对策。 心动奶茶在创业初期，将塑造品牌、推广品牌为首要任务，会利用微博、 微信等平台进行宣传，利用美团外卖等平台推出送餐业务，最终目标开发心动 奶茶自己的 APP，完成自己的网络建设，最终实现心动奶茶自己的 O2O 战略， 为心动奶茶的未来发展奠定基础。 该商业计划书的撰写同时，我们阅读了较多相关资料，做了较为充分的调 研，，收集了大量信息。通过论证，为心动奶茶的发展奠定理论基础。 关键词：商业计划书；休闲餐饮；心动奶茶；高校校园MBA 学位报告 作者：岳涛 心动奶茶公司商业计划书 II Abstract Since 2010, Chinese economic growth has slowed down. Chinese economy needs to seek new economic growth points, consequently, the economic development model is in continual reform, which usher in new opportunities and challenges for service industry. It is forecasted by experts that service industry will become strong driving force for national economic development and that the development model of service industry will change sharply, service quality will be improved at the same time. Moved milk tea, a sort of leisure catering industry, just emerges in such a background. Located in university campus, its target customers are university students, providing them with affordable beverage. Meanwhile, it connects milk tea with book bar, aiming at cultivating university students’ good reading habits. The paper introduces the background of Moved milk tea, and analyses its circumstances and the enterprise competition circumstances as well as the advantages and disadvantages by using PEST theory in management, SWOT method, Michael Porter's Five Forces Model respectively, via which, formulates products strategy, price strategy, source strategy and sale strategy. It also forecasts enterprise investment and profit capacity on the basis of enterprise management strategy, lays out financial scheme which is beneficial to enterprise development and proposes the solution to the risk that Moved milk tea might encounter. During its early entrepreneurship, Moved milk tea will set priorities on brand building and spreading, will advertise through micro-blog and We Chat, and will manage delivery service via Mei Tuan, to achieve the ultimate objective--developing its own APP and website and making O2O strategy work out which lays foundation for future development of Moved milk tea. The business plan is based on abundant correlative material, substantial investigation and research and plentiful data, which are theoretical foundation for Moved milk tea’s development. Key words: Business Plan； Leisure Catering；Moved Milk Tea； University CampusMBA 学位报告 作者：岳涛 心动奶茶公司商业计划书 III 目录 中文摘要..................................................................................................I Abstract..................................................................................................II 目录.......................................................................................................III 一、绪论.................................................................................................1 （一）研究背景.........................................................................................................1 （二）研究思路和研究方法....................................................................................2 二、项目介绍......................................................................................... 7 （一）项目概述.........................................................................................................7 （二）项目组织及团队............................................................................................9 （三）融资计划及负责退出方案.........................................................................11 （四）盈利模式.......................................................................................................11 （五）人力资源管理..............................................................................................11 三、心动奶茶环境分析........................................................................13 （一） 宏观环境分析.............................................................................................13 （二）行业环境分析..............................................................................................17 （三）竞争环境分析..............................................................................................18 （四）心动奶茶项目的 SWOT 分析....................................................................20 四、消费者行为分析............................................................................23 （一）调查分析.......................................................................................................23 （二）调查总结.......................................................................................................28 五、市场营销策略............................................................................... 30 （一）STP 目标市场营销......................................................................................30 （二）营销组合策略..............................................................................................32 （三）加盟商策略.................................................................................................. 36 （四）企业 CIS........................................................................................................37 六、财务规划与融资............................................................................40 （一）总投资预测.................................................................................................. 40MBA 学位报告 作者：岳涛 心动奶茶公司商业计划书 IV （二）盈利能力预测..............................................................................................41 （三）融资方案与退出机制..................................................................................43 （四）分配机制.......................................................................................................43 （五）成本控制.......................................................................................................43 七、风险管理及控制............................................................................45 （一）法律风险......................................................................................................45 （二）行业风险......................................................................................................46 （三）市场风险......................................................................................................47 （四）管理风险......................................................................................................47 （五）投资风险......................................................................................................48 八、结论...............................................................................................50