高校是一个非常特殊的市场，消费群体主要是由在校的大学生组成，相对于一般的商 业消费市场而言，这是一个特殊的市场细分，是一个不可忽视但又尚未被充分合理开发的 消费市场。因此，高校校园市场有非常广阔的前景，和巨大的商机。对这一特殊市场的开 发，可行性研究是前期决策不可取少的一项基础性工作。本文研究 LG 大学校园超市项目 的可行性，目的在于减少决策失误，充分地利用有限的资源，来满足 LG 大学学生在学校 内购物的广大需求，为广大师生提供便捷的服务，加强校园超市的标准化、专业化、规范 化管理，对于促进校园超市健康发展，使之在和社会同行业竞争中立于不败之地，具有重 要意义。 本文在介绍 LG 大学校园的市场现状的基础上，运用案例研究的方法，对 LG 大学校园 超市的可行性进行了分析同时归纳出了 LG 大学校园超市的未来发展趋势及在该校园中的 未来竞争力。通过调查的数据分析，得出了 LG 大学校园的市场需求分析以及需求预测； 通过分析校园整体概况及各个售点情况的对比，通过比较选择的方法，对可供选择的地址 情况及这些地址的优劣势进行了分析；在充分分析组织设计，经营品种设计，供应商选择 的基础上，确定了项目实施的各项技术方案的可行性；随后对该项目投资的相关财务数据 进行了预测，分析了项目各项财务指标，并做了相关经济分析，从经济效益角度得出该项 目投资是可行的；最后得出本文的结论。 文章论证了 LG 大学校园超市项目是可行的。在充分利用所学理论知识并结合 LG 大学 校实际情况下，通过研究给出了 LG 大学校园超市的投资策略，为项目投资决策提供了依 据，并对超市将来发展可能遇到的问题提出了几点建议。 关键字：校园超市，可行性研究，市场需求，经营策略，财务效益评价LG 大学开办校园超市的可行性研究 ii FEASIBILITY STUDY OF THE SUPERMARKET IN LG COLLEGE ABSTRACT College is a very special market because consumers are mainly university students. Compared with the general business consumption market, this is a special market segment, which can not be ignored and has not yet been fully developed. Therefore, the college campus has a very broad market prospect and tremendous business opportunities. For the development of this particular market, the feasibility study is a preliminary and indispensable aspect in decision-making. This paper is an effort to study the feasibility of the campus supermarket project with the purpose of reducing the faults in strategy, making full use of the limited resources to meet the need of LG university students and provide convenient service for teachers and students. It is great significance for enhancing the standardization, specialization, management, promoting the healthy development of campus supermarket, and therefore being competitive in society. This paper employs the methods of both case study and comparative research, which summarizes the developing tendency and competitiveness of campus supermarket in the future on the basis of introducing its current situation. According to the survey data, the paper obtains the demand analysis and demand forecasting in LG university. By analyzing the general condition of college campus and comparing different sale stations, it explains the chosen address by illustrating its advantages and disadvantages. After full analysis of organizational design, business species and vendor selection, it determines the feasibility of various technologies in the project. It consequently predicts the relevant financial data of this investment, analyzes financial indicators of this project and also the related economy, and comes to the conclusion that it is feasible to carry out this project from the economic point of view. Finally it arrives at the conclusion of the whole paper. From what have been argued in the above sections, it can be seen that the project of LG campus supermarket is feasible. Concerning theoretical knowledge and specific situation in LG campus, this paper provides investment strategy for LG campus supermarket which is helpful for investment decisions, and also points out several suggestions for some problems maybe encountered in the future development. KEY WORDS：Campus supermarket； feasibility studies；market demand； business strategy； financial benefit evaluationLG 大学开办校园超市的可行性研究 目 录 第一章 绪 论 ................................................................... 1 §1-1 选题背景与意义 ................................................................ 1 1-1-1 我国校园超市的发展趋势....................................................... 1 1-1-2 LG 大学开办校园超市的背景分析................................................ 1 §1-2 研究意义 ...................................................................... 3 §1-3 主要研究内容 .................................................................. 3 §1-4 研究方法....................................................................... 4 第二章 LG 大学校园超市的市场需求分析 ....................................... 5 §2-1 LG 大学校园的市场需求分析...................................................... 5 2-1-1 国内大学生消费现状........................................................... 5 2-1-2 国内大学校园市场特点 ........................................................ 6 2-1-3 LG 大学校园的市场需求分析.................................................... 6 §2-2 超市竞争力分析与培育.......................................................... 13 第三章 LG 大学校园超市的地址选择 ........................................... 14 §3-1 校园整体概况及各个售点情况 ................................................... 14 3-1-1 校园整体概况................................................................ 14 3-1-2 各个零售点情况.............................................................. 15 §3-2 项目选址...................................................................... 16 3-2-1 选址原则.................................................................... 16 3-2-2 备选地址分析 ............................................................... 17 3-2-3 超市地址选择................................................................ 17 第四章 LG 大学校园超市的组织设计 ........................................... 19 §4-1 管理体制和机构设置 ........................................................... 19 §4-2 劳动定员的配备方案 ........................................................... 19 §4-3 各岗位职责.................................................................... 21 §4-4 管理制度...................................................................... 23 第五章 经营品种设计及供应商选择............................................ 25 §5-1 主要功能定位及经营品种设计.................................................... 25 §5-2 供应商评价、选择与管理........................................................ 27 5-2-1 市场竞争环境及超市供应商需求分析............................................ 27 5-2-2 供应商的选择................................................................ 31 第六章 LG 大学校园超市的投资估算与资金筹措.............................. 33 §6-1 估算项目总投资额.............................................................. 33 6-1-1 项目建设投资................................................................ 33 6-1-2 固定资产预算................................................................ 36河北工业大学工商管理硕士（MBA） 6-1-3 项目流动资金投资............................................................ 38 6-1-4 项目投资的总体估算.......................................................... 39 §6-2 资金筹措方案及投资使用计划 ................................................... 39 6-2-1 资金筹措方案................................................................ 39 6-2-2 投资使用计划................................................................ 39 第七章 财务效益分析............................................................ 41 §7-1 收集和估算出的财务数据........................................................ 41 §7-2 财务报表...................................................................... 41 §7-3 技术经济指标.................................................................. 42 第八章 不确定性分析............................................................ 44 第九章 项目总评 ................................................................. 45 §9-1 项目评估的结论 .......................