糖果行业是传统快消品行业，国内糖果市场仍具较大发展空间。数据显示，目前全 球发达地区年人均糖果消费量约为 3 公斤，我国为 0.7 公斤。潘高寿是已有百年历史的 国内知名中药品牌，主要产品之一为“川贝枇杷膏”。川贝枇杷润喉糖是在其核心配方 基础上研制出的产品，正处在市场增长瓶颈阶段，面临的主要挑战为找到激烈市场竞争 中的突破口，获取新的增长空间。 本报告为潘高寿川贝枇杷糖品牌的商业计划书，主要内容包括，1.文献综述，2.项 目背景介绍，3.行业现状分析，4.相关竞争品牌对比，5.营销战略思路，6.创新计划，7. 人力资源配合，8.政策以及财务风险控制。本报告运用波特五力竞争模型、4PS 营销理 论、产品创新开发等理论，论证了项目的可行性，同时在财务分析中客观评估了未来五 年的成本和收益，分析了项目的盈利性。 我们对国内糖果行业及细分润喉糖行业进行了梳理和评估，着重说明随生活水平提 升及消费升级，我国国民对糖果的需求进一步加大，尤其是保健功能类糖果，即该类产 品具有较大市场开发空间。此外，我们对比了同类润喉糖产品，明确了潘高寿川贝枇杷 糖在品牌形象、产品质量、功效等方面的优势，以及在市场营销方面的短板，且由于润 喉糖市场属传统快消品红海市场，需找到准确切入点以突破。结合潘高寿川贝枇杷糖配 方特点，我们发现吸烟人群的润喉保健需求明显，而市场上相关产品不多，故将“烟后 清咽”作为一个主要突破点创造市场需求，将烟草连锁店作为主要销售渠道，吸烟人群 作为主要销售对象。基于此，我们重新定制“烟后清咽”市场营销策略，同时客观评估 广州易博士健康产业有限公司的实力和优劣势，发挥公司在互联网行业积累的经验，采 用定制及相关互联网营销手段，提高潘高寿川贝枇杷糖的品牌优势、市场销量及利润率。 本报告得出结论，广州易博士健康产业有限公司提出的潘高寿川贝枇杷糖“烟后清 咽”项目机会高于风险，优势大于劣势，可操作性高，合理盈利可能性大，具有较好的 市场前景。 关键字，波特五力竞争模型；4Ps 营销理论；创造市场需求；收益分析II Abstract This thesis is a business plan for Pan Gaoshou Throat Candy. Candy industry is a traditional fast-moving consumer goods industry, which has huge potential for development in China. The previous data shows that the yearly average consumption of candy per person is nearly 3 kg in developed countries; however, there is only 0.7 kg in China. Pan Gaoshou is one of the most famous century-old traditional Chinese medicine brands and Pan Gaoshou Throat Candy is one of the most important products in Pan Gaoshou; however, Pan Gaoshou Throat Candy undergoes its bottleneck period in pursuing development of sales. Because of this, my team and I systematically analyze the project according to the theory of management science and built up the corresponding implementation plan in order to increase the sale of Pan Gaoshou Throat Candy. The main contents of this thesis includes: literature review, introduction of project background, analysis of the status of the industry, comparison of the relevant competing brands, basic ideas of marketing strategy, innovation plans in the fierce market competition, human resources cooperation, policies and finances risk control. In addition, this thesis applies Michael Porter's Five Forces Model, 4Ps marketing theory and other marketing theories for proving the feasibility of implementation. Last but not least, we include the profit analysis to estimate the cost and revenue in the next five years. What is more, this paper investigates the domestic candy industry and points out that with the improvement of the living standards and consumption upgrading in China, the demand of candy will boost dramatically, especially, the candy combines with health functions. In addition, compared with the candy of other brands with similar functions, the advantages of Pan Gaoshou Throat Candy are obvious; examples are a well-known traditional brand, high product quality and significant effect on benefiting throat. However, the disadvantage is also clear comparing with others, which is marketing. The fierce competition in the throat candy market requires us to find the breakthrough point accurately. Based on the formulated characteristics of the Pan Gaoshou Throat Candy, we found that the demand of smoking people is very high and there are lacks of related products on the market. Therefore, we regard “one candy after smoking” as a major breakthrough point, using tobacco chain stores as the main sales channel and the smoking population as the main sales target. After the breakthrough point has been found, we develop our own marketing strategy on the strength of relative merits of Guangzhou E-books Health Industry Co., Ltd. With relatively limited financial support, we create customizing candy and sale the Pan GaoshouIII Throat Candy to the consumer directly in order to reduce the cost of marketing channels. Meanwhile, we use our accumulated experience in the Internet industry and apply marketing methods to enhance the influence of brand, sales and profitability. To sum up, “one candy after smoking” is a profitable project with higher chance than risk. In addition, the project is feasible and has a brilliant future. Key words: Pan Gaoshou Throat Candy; one candy after smoking; business plan; marketing strategy; profit analysisIV 目 录 摘要 .......................................................................................................................................................................I Abstract................................................................................................................................................................. II 第一章 绪论 .......................................................................................................................................................... 1 1.1 计划书的目的....................................................................................................................... 1 1.2 选题的背景和意义 ................................................................................................................ 1 1.3 文献综述 ............................................................................................................................. 2 1.3.1 企业战略管理和营销理论概述 ......................................................................................... 2 1.3.2 战略管理中要点分析....................................................................................................... 3 1.3.3 营销组合及特点 ............................................................................................................. 4 1.3.4 创新战略管理................................................................................................................. 4 1.4 研究方法和主要内容............................................................................................................. 5 1.5 本章小结 ............................................................................................................................. 6 第二章 项目环境分析........................................................................................................................................... 7 2.1 行业概述 ............................................................................................................................. 7 2.1.1 糖果发展历史................................................................................................................. 7 2.1.2 国内糖果市场................................................................................................................. 7 2.1.3 国内润喉糖市场 ............................................................................................................. 8 2.1.4 产品形态 ....................................................................................................................... 9 2.1.5 主要渠道 ....................................................................................................................... 9 2.2 相关产业政策分析 .............................................................................................................. 10 2.3 行业发展趋势..................................................................................................................... 11 2.4 市场竞争分析......................