搜索
“Carefreecabin”——悠然小居校园推广方案学校：闽江学院系部：海峡学院专业：11级电子商务团队：e路畅想团队队长：魏炜团队成员：詹文娟、邱凌云、余婕、陈哲睿2目录一．团队介绍······················································4（1）关于“e路畅想”··············································4（2）成员分工·····················································4二．选题经过······················································4（1）项目背景·····················································4（2）需求分析·····················································5三．市场分析······················································6（1）总体市场·····················································6（2）细分市场·····················································6（3）竞争对手分析·················································7（4）SWOT分析····················································8四．产品与服务····················································9（1）关于产品·····················································9（2）产品总类·····················································10（3）服务·························································10（4）顾客关系·····················································11（5）销售流程图···················································12五．项目运营······················································12（1）基本运营·····················································12(2)经营策略·····················································13（3）方案推广·····················································14（4）我们的网站——carefreecabin·································17（5）我们的微博——悠然小居时代···································173（6）盈利模式·····················································17六．财务··························································18（1）前期准备预算·················································18（2）运营中财务预算···············································23（3）后期预算·····················································24（4）预计现金流量表···············································24(5)盈利能力分析················································25七．客服与服务流程················································25（1）网站客服·····················································25（2）实体店的客服················································25八．风险控制·····················································27（1）财务风险·····················································27（2）推广风险·····················································28(3)市场风险······················································28(4)人力风险······················································29(5)食材风险······················································29(6)管理风险·····················································29（7）对策及保险···················································30九．问卷调查分析··················································30（1）问卷有效性···················································30（2）数据分析·····················································30十．附件··························································35（1）店铺租赁合同·················································35（2）食品供货协议·················································39（3）问卷调查·····················································414一．团队介绍（1）关于“e路畅想”我们团队成立于2012年3月，曾经参加过由中国互联网协会举办的“全国大学生网络商务创新应用大赛”，并获得了华南赛区三等奖。我们团队旨在在互联网发展迅猛的信息化社会，能够勇于创新，大胆想象，不断构想出新兴电子商务新模式。（2）成员分工：我们团队共有五名成员，队长：魏炜，成员：詹文娟、邱凌云、余婕、陈哲睿关于本次大赛具体安排：魏炜：主要负责策划案的整体框架的构思，把握整体的策划案严谨性，主要负责策划案中市场分析这一环节，并且对于其他成员负责的板块进行审核修改。詹文娟：主要负责方案运营，方案推广，风险控制这三块策划案环节。并且参与相关网页设计。邱凌云：主要负责产品与服务，以及相关合同的拟定。并对参加小范围的市场调查活动。建立相关的微博。余婕：主要负责财务与客服这两块环节。并参与网页设计陈哲睿：主要负责资料相关资料数据的收集，与相关材料的整合。配合整体策划案的实施。二．选题经过（1）项目背景5由于社会经济的高速发展，校园经济在市场需求的不断变化下蓬勃发展，学生们的生活质量也随之不断提高，学生们对于饮品和面包的要求不仅限于解渴、充饥，而更多的追求健康、美味、便捷、情调等，因此，市场上饮品、面包品种也是层出不穷。奶茶、咖啡和各色面包糕点也是越来越受学生的欢迎，而享受美味的同时学生们也在不断追求快捷和情调。正是由于层出不穷的烘培店以及饮品店不断涌现，导致市场相对缺少规范化，对于食品的安全也难以得到保障，而在学校周围新开了不少饮品店以及面包店，但是一般都是线下销售，也不能满足消费群体要求的提高，并且两者之间不能融合形成一套完整的销售体系。所以用线上和线下相结合的营销手段拥有十分广阔的市场，是一个值得去开发和探索的项目。（2）需求分析1.奶茶行业分析——目前奶茶的整体状况是竞争过于集中，基本处在大品牌从渠道到终端分割市场，小品牌依靠价格优势填补流通市场。但在品类的纵向和横向开发拓展上并没有表现的异常激烈。如此以来，市场竞争过度，企业利润微薄，甚至致使企业为降低产品成本而造成产品质量问题，最后导致消费者不仅没有得到实惠的产品而是遭受假冒伪劣产品之害。植物奶油等滥用导致现阶段人们对于奶茶的对人体的危害有所担心，从而直接导致奶茶销量的减少。这一直接原因主要还是部分商家贪图利益，节约成本，过多使用有害人体健康的原料。2.咖啡行业分析——中国目前的咖啡消费大约为700亿人民币，全世界咖啡市场消费市场规模为12万亿人民币。中国咖啡消费市场每年市场增长速度为15%左右，有关专家预计，10年之内中国咖啡消费市场预计可以达到1万亿元人民币，2030年之前，中国咖啡消费市场可能会到2～3万亿元人民币，成熟的中国咖啡消费市场，应该会在3～4万亿元人民币。面对强大的市场前景，以年轻人为主体特别是学生群体，定将拥有广阔的发展空间。3.烘焙行业分析——烘焙行业作为经济发展所浮现出的新的市场空间，其发展趋势蓬勃可现。在中国，它的市场之大有目共睹。有一段文字这样讲：我国平均615万人才有一家西饼店。而日本平均7000人一家；韩国平均9000人一家；新加坡平均1.1万人一家；泰国平均1.24万人一家；香港平均1.47万人一家。而我国烘焙食品企业的综合水平还比较低，品牌多而分散。无论从生产环节还是营销环节，都需要很大的提升，现在烘焙行业正在朝规模化方向发展，扩大趋势很快，很多知名的企业都在加快对店面的投资运营，一定程度上，拥有更多的窗口也就有了更多的市场资源。据业内人士估计，烘焙行业在未来的10年任将保持持续的发展态势，县级城市烘焙业的发展每年任有百分之30的成长。中国烘焙行业的未来会怎么样，三年或五年市场竞争格局随时都可能改变。综述，面对奶茶、咖啡、烘培业这三类行业在中国市场尚未拥有完善规范的市场秩序，但是同样的充满了无限的商机，潜在巨大的市场前景，为此我们将打造出一种全新理念，将这三者有机结合，以打破传统的单个实体店销售产品单一的局面。三．市场分析（1）总体市场分析随着社会的发展，人们的生活水平不断提升，对于品质的要求也越来越高，饮食结构也随之有了较大的变化。人们不再满足于传统的糕点，更加提倡糕点的多元化，并且对于糕点的新鲜也有了很高的要求。同时，人们的生活节奏的加快，也不仅仅局限于堂食，很多时候人们为了赶时间，多数采取“Take—away”的方式，即带即走的消费方式在城市中日趋显著成为主流。现今高校大学生这一庞大的年轻消费群体，是各类商家争夺的对象，他们具有新潮的消费观，与上一代完全不同的消费理念，因此这一年轻具有活力的市场将作为企业至少在未来10年持续发展的客户。而随着市场的竞争越来越激烈，消费者对产品质量的要求越来越高，原材料价格一涨再涨，加上一些商家为保证利润，不断降低原料品质，导致目前奶茶市场一片混乱