冰激凌市场是一个巨大的消费市场，上至老人，下至儿童无不将冰激凌视为消暑 解渴、休闲娱乐的佳品。消费者的需求和档次在不断提高，传统的超市销售、路边小 摊的便利性已无法实现对这一消费群体的吸引和品牌忠诚度的建立，而以冰激凌专卖 店为主要形式的冰吧应该是时下流行青年的时尚选择。 力奇梦冰激凌店是冰激凌专卖店的一种，它主要是以源自澳洲的一款冰激凌力奇 梦工厂(Naked Fruit）果粒奇为主打品牌。它将打破了传统冷饮店单一性的格局,向冷 饮多元化发展，是集冷饮店和其他休闲场所的长处取一身，具备冷饮和休闲于一体的 别具一格的休闲吧。 为了该冰激凌店能够顺利打开市场，稳步经营，实现经济效益以及吸引风险投资 的可行性，本文结合冰激凌行业目前发展状况和行业的实际情况综合运用市场营销管 理、战略管理、企业管理等方面的理论，在充分市场调研的基础上对其外部市场环境、 行业环境、竞争环境及竞争对手、消费需求及消费者特征等情况进行详尽阐述，并集 合该店内部资源、组织经营能力等方面运用 SWOT 法进行综合分析，并按照消费观念、 年龄、职业、性别等需求特征对冰激凌市场进行细分，确定力奇梦冰激凌店目标市场 为中高端消费，目标群体定位，白领、商业人事、附近高档社区的家庭人员等高收入 群体 ，进而提出该店的经营目标、营销策略及经营管理、规避风险等措施。最终通过 财务分析结果展示该店创办计划是可行的。它不仅从理论上而且在实践中对该店的创 办、稳步发展提供了一套可行性的依据和较强的可操作性及现实指导意义。 关键词，冰激凌； 创办融资；商业计划II Abstract The ice cream market is a huge consumer market, to the elderly, down to the children all to ice cream as a refreshing thirst-quenching, leisure and entertainment to share. Consumer demand and grades, the traditional supermarket sales, the convenience of the roadside stalls has been unable to attract and brand loyalty of the consumer groups to establish, and ice cream stores as the main form of ice It should be popular youth fashion. The Naked Fruit dream ice cream shop is a kind of ice cream stores, mainly from Australia, an ice cream: Naked Fruit DreamWorks (NAKED FRUIT) fruit odd main brand. Breaking the unity of the pattern of the traditional cold stores. Cold diversified development, it will be a set of cold stores and other leisure facilities strengths to take one, with cold drinks and leisure in one unique leisure. To smooth the ice cream shop can open up the market, steady business, and the feasibility to achieve economic efficiency and attract venture capital, this paper combined with the integrated use of the actual situation of the ice cream industry development and industry marketing management, strategic management, business management and other aspects of the theory in the external market environment, industry environment, competitive environment and competitors, consumer demand and consumer characteristics on the basis of full market research to elaborate, and a collection of store internal resources, organizational and operational capacity using the SWOT method a comprehensive analysis and in accordance with the needs of consumer attitudes, age, occupation, gender and other characteristics; competition and competitive ice cream market segments, to determine the the Naked Fruit dream ice cream shop target market for high-end consumer, target groups positioning: white-collar worker and business man or women and so on in higher income groups, and then asked the store's business objectives, marketing strategy and management, to avoid the risk measures. Final financial analysis results show that the store was founded plan is feasible. It is not only in theory and in practice on the shop's founder, the steady development of the basis of a feasibility and strong operational and practical guiding significance. Key Words:Ice cream;Finaceing of eastablish;Business planIII 目 录 摘要.........................................................................................................................................I Abstract .................................................................................................................. II 目 录...................................................................................................................III 图表目录 ...............................................................................................................VI 第一章 绪论............................................................................................................1 1.1 选题的背景与意义..................................................................................................... 1 1.2 文献综述..................................................................................................................... 2 1.2.1 我国冰激凌市场前景相关文献评述 ............................................................ 2 1.2.2 小企业创立的相关文献评述 ........................................................................ 4 1.2.3 商业计划书分析的相关文献评述 ............................................................... 5 1.2.4 冰激凌营销环境分析文献评述 .................................................................... 5 1.3 研究的主要内容与方法............................................................................................. 5 第二章 力奇梦冰激凌店概况....................................................................................7 2.1 力奇梦冰激凌店的发展愿景与计划......................................................................... 7 2.1.1 力奇梦冰激凌店的创立 ................................................................................ 7 2.1.2 力奇梦冰激凌店发展愿景 ........................................................................... 7 2.1.3 力奇梦冰激凌店发展计划 ............................................................................ 8 2.2 力奇梦冰激凌店的组织结构.................................................................................... 9 2.3 力奇梦冰激凌店经营范围...................................................................................... 10 2.3.1 力奇梦冰激凌店地址 .................................................................................. 10 2.3.2 产品介绍与选择 ......................................................................................... 11 2.3.3 店面主题装饰介绍 ..................................................................................... 11 2．4 本章小结................................................................................................................ 12 第三章 力奇梦冰激凌店创立的环境分析.................................................................13 3.1 外部环境分析........................................................................................................... 13 3.1.1 基于 PEST 的宏观环境分析....................................................................... 13IV 3.1.2 天气气候情况 .............................................................................................. 15 3.1.3 深圳的人口数量、结构及收入状况 ......................................................... 15 3.2 行业环境分析........................................................................................................... 16 3.3 冰激凌店内部环境分析........................................................................................... 25 3.3.1 力奇梦 SWOT 分析及对策......................................................................... 26 3.3.2 需求特征分析 .............................................................................................. 28 3.4 本章小结................................................................................................................... 35 第四章 STP 战略 ...................................................................................................36 4.1 市场细分................................................................................................................... 36 4.2 目标市场选择........................................................................................................... 38 4.3 准确定位、突出特色............................................................................................... 38 4.3.1 市场定位 ...................................