上海苏家爱华玉环1店 ——可行性分析报告 义乌工商学院 04市营（2）班30183

专业好文档上海苏家爱华玉环1店 可行性分析报告 义乌工商学院 04市营（2）班 金丽丽 报告期：2006年10月20日前 言在市场营销策划课程创业项目策划实训过程中，我在一次偶然的机会在校园中看到了上海苏家爱华日化百货连锁店的加盟广告。于是马上查阅了它的相关资料，准备加盟苏家爱华连锁店作为自己的创业计划，。在玉环县珠港镇城关建设路开一苏家爱华连锁店，投资15万。我选择这一项目的理由在于专业的日化百货机构在玉环来说是一个潜力相当大的市场，当化妆品店、日用百货店、超市铺天盖地的冲刺着玉环市场时，始终没有一家专业的日化百货机构。而苏家爱华这种日化百货有它明显的优势，因此，它的发展潜力是无限的。目 录一、苏家爱华日化百货目标市场分析（一）苏家爱华日化百货具有良好的市场商机（二）苏家爱华日化百货目标市场分析二、苏家爱华日化百货连锁店店址选择分析（一）商圈的道路、交通状况分析（二）商圈的消费潜量分析（三）商圈竞争者状况分析三、苏家爱华日化百货经营损益分析（一）月营业额估算（二）成本、获利、风险分析（三）投资总效益预测四、苏家爱华日化百货市场定位分析（一）商品定位（二）价格定位（三）服务定位五、结论一、苏家爱华日化百货连锁店目标市场分析我选择苏家爱华日化百货连锁店作为创业项目，其根本理由在于苏家爱华日化百货连锁店具有良好的市场商机。（一）苏家爱华日化百货的优势1、具有市场网络的品牌效应，成功率高，市场前景好。就投资者而言，既要考虑盈利的，又要考虑可持续发展，既要考虑投资成本，又要考虑投资回报，既要考虑投资风险大小，又要考虑市场潜力与经营管理。上海苏家爱华正是具备了以上几个优势。2、具有独特的经营策略与管理模式。苏家爱华主要是以知名品牌带动其他拳头产品成长的经营策略，这些产品都比其他各个化妆品、超市便宜，主张批发价销售，并保证产品100%无假货。它在全国各地都有自己的连锁店，特别是沿海地区尤为兴盛，它实行区域保护政策。采用的是统一管理、统一配货、统一价格的管理模式。3、拥有自己的拳头产品，从而立足市场。苏家爱华除了经营玉兰油、欧莱雅、羽西、美宝莲等知名流通品牌外，还有山口百丽、琳姿、米情、苏哥等终端产品。以知名品牌打开市场，以自己的拳头产品站稳市场，以产品优秀的品质不断的做大市场。（二）苏家爱华目标市场分析根据市场分析，苏家爱华的目标顾客定为以下对象：随着人们生活水平的不断提高，消费意识也不断改变，人们越来越重视自己的形象，注重装饰自己，让生活更丰富。苏家爱华日化百货适合的各年龄层的消费者，商品品种丰富，档次从高到低一应俱全。可见，它的适合范围是相当广的，不管男女老少都是它的目标顾客。二、店面的选址分析因为我对自己的家乡玉环这块市场比较了解，且人缘比较广，我选择了这块市场，把店址选定在玉环县珠港镇城关建设路18号，背依老水果市场，周围有两到三个住宅小区。店面的选址是否正确？可行性分析如下：店面所处的地段虽是老街，人流没有隔壁那条新街热闹，但它是附近两个小区的出门必经之路，且这条街未来有很大的潜力：店面的前面本来是老水果市场，去年拆迁了，今年即将建设一个新的菜场，那样人流将急剧上涨。（一）店面周边的道路交通状况分析建设路是一条单车道的老商业街，走向为由东向西，人流量与车流量流动速度较大，径流量大。沿街分布小量的商店，饭店，个性小铺，和小摊，经营较多的是餐饮店，服装店，药店，是一条人流相对密集的老街。店铺地址所在地的交通比较便利，拥有一条交通线路，且老街房租相对比较便宜。据上述分析资料可以推论，在建设路18号开设苏家爱华连锁店还是可以的。（二）店面周边的消费潜量分析能否拥有一定规模的目标顾客，使店址选择应考虑的重要因素之一。一个选址优良的店铺必然有一批稳定的目标顾客，这就要求在其辐射范围内拥有足够的户数和人口数。许多店铺设在有较强购买力、人口密度大的地区，其中一个重要原因，就是为了保证周围有持续旺盛的购买力。所以日化百货店必须了解其周边消费者的数量和收入程度，职业分布、消费特点与偏好。通过了解，可以对顾客的消费购买数量有较为准确的认识。首先本区域的重点消费人群是附近几个小区的居民，这些居民将是日化百货店的主要消费群。附近菜场一建成，有更多的人流涌向这边，这样一来周边的商业配套设施也会进一步增加，到时入店消费的人群将会更多，边上那条繁华商业新街的有部分流动人口还是会向老街涌进的。综上所述，新店的位置选在建设路18号还是不错的，市场消费潜力是非常大的。 （三）店面周边的竞争状况分析 在对店面环境分析时，还应调查分析店面周边的竞争状况，了解该区域相近行业的经营状况，并对新店地址的选择是否正确做出客观的分析判断。店面附近没有有关的日用品店，大型超市又比较远。有两家化妆店，但都不是连锁机构，只是普通的化妆品小店，且价格也比较高。三、日化百货店的经营损益分析把店址选定在玉环县珠港镇城关建设路18号的商铺，该商铺为他人曾使用的商铺，需要一个星期的装修，整个商铺的使用面积为40平方米，转让费4万元，店面租金为2.4万人民币/年，每月2000元租金。项目投资预估有以下几个部分：（1）空调、电脑、收银设备、玻璃柜台等设备费用、（2）店面装修费用，（3）产品进货费用，共计10万元。本项目经营损益预算具体如下：（一）月营业额估算(1)日营业额估算日营业额=1200元，（2）月营业额共计日营业额1200元30月营业额36000元（二）成本、获利、风险分析1、经营费用估算（1）固定费用1) 人员工资：1人 共计1000元 1000元2) 房租：2000元 2000元3) 水电费用：1000元 1000元总计： 4000元（2）变动费用(1) 运费 2%包装、杂费： 0.2%（3）商品损耗： 0.3% (4) 营业税: 6%总计 360008.5%=3060元2、投资收益估算（1）销售毛利=营业收入毛利率：1200元*40%的利润=480元480元*30天=14400元(2)预计每月税前损益=销售毛利变动费用固定费用=14400-4000-3060=7340元(三)投资风险评估1、损益平衡点分析：损益平衡点销售额= 固定费用 =12690元 毛利率变动费用率2、经营安全率=1 损益平衡点销售额 *100%=61% 预期销售额 （四）启动资金准备（单位：元）启动资金加盟费+店面转让费+半年租金装修、设备+进货费用流动资金15100011000+400001200030000+50000+8000 根据以上的计算，本项目的获利是相当可观的。预计一年差不多能回本。所以说该项目的投资收益绝对是高的，可见投资是可行的。四、营销策略苏家爱华日化加盟店应该以优质的商品，合理的价格与周到的服务，吸引目标顾客。（一）提供优质商品首先，苏家爱华日化百货的产品都是由总部统一配货过来的，产品都是符合国家标准，绝对正宗的，有绝对的质量保证！连锁店有统一的形象、统一的制度、统一的产品、统一的服务，绝不会向外私进其他没有保障的产品。（二）制定统一价格在价格方面，苏家爱华全国所有连锁店都是统一的价格，以批发价格零售，是其他日化行业所没有的。优惠的价格会为我们的连锁店保证一定的客流量。（三）开展周到服务在提供优质产品，优惠价格的同时，还为顾客提供一些精美礼品，及化妆品的试用装，让顾客买的放心，用的安心。为顾客解决遇到的一些皮肤问题，提供许多美容小贴士。建立顾客档案，节假日为老顾客提供额外的礼物。五、结论：我认为只有对苏家爱华日化百货玉环店进行良好的管理，接受总部正确的领导，紧随总部前进的步伐，不断的学习，热情服务，在玉环这块新的市场上树立上海苏家爱华连锁店的形象，不断的创新，相信在这个市场上一定能抢占一片天地！Editors note: Judson Jones is a meteorologist, journalist and photographer. He has freelanced with CNN for four years, covering severe weather from tornadoes to typhoons. Follow him on Twitter: jnjonesjr (CNN) - I will always wonder what it was like to huddle around a shortwave radio and through the crackling static from space hear the faint beeps of the worlds first satellite - Sputnik. I also missed watching Neil Armstrong step foot on the moon and the first space shuttle take off for the stars. Those events were way before my time.As a kid, I was fascinated with what goes on in the sky, and when NASA pulled the plug on the shuttle program I was heartbroken. Yet the privatized space race has renewed my childhood dreams to reach for the stars.As a meteorologist, Ive still seen many important weather and space events, but right now, if you were sitting next to me, youd hear my foot tapping rapidly under my desk. Im anxious for the next one: a space capsule hanging from a crane in the New Mexico desert.Its like the set for a George Lucas movie floating to the edge of space.You and I will have the chance to watch a man take a leap into an unimaginable free fall from the edge of space - live.The (lack of) air up there Watch man jump from 96,000 feet Tuesday, I sat at work glued to the live stream of the Red Bull Stratos Mission. I watched the balloons positioned at different altitudes in the sky to test the winds, knowing that if they would just line up in a vertical straight line we would be go for launch.I feel this mission was created for me because I am also a journalist and a photographer, but above all I live for taking a leap of faith - the feeling of pushing the envelope into uncharted territory.The guy who is going to do this, Felix Baumgartner, must have that same feeling, at a level I will never reach. However, it did not stop me from feeling his pain when a gust of swirling wind kicked up and twisted the partially filled balloon that would take him to the upper end of our atmosphere. As soon as the 40-acre balloon, with skin no thicker than a dry cleaning bag, scraped the ground I knew it was over.How claustrophobia almost grounded supersonic skydiverWith each twist, you could see the wrinkles of disappointment on the face of the current record holder and capcom (capsule communications), Col. Joe Kittinger. He hung his head low in mission control as he told Baumgartner the disappointing news: Mission aborted.The supersonic descent could happen as early as Sunday.The weather plays an important role in this mission. Starting at the ground, conditions have to be very calm - winds less than 2 mph, with no precipitation or humidity and limited cloud cover. The balloon, with capsule attached, will move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. It will climb higher than the tip of Mount Everest (5.5 miles/8.85 kilometers), drifting even higher than the cruising altitude of commercial airliners (5.6 miles/9.17 kilometers) and into the stratosphere. As he crosses the boundary layer (called the tropopause), he can expect a lot of turbulence.The balloon will slowly drift to the edge of space at 120,000 feet (22.7 miles/36.53 kilometers). Here, Fearless Felix will unclip. He will roll back the door.Then, I would assume, he will slowly step out onto something resembling an Olympic diving platform.Below, the Earth becomes the concrete bottom of a swimming pool that he wants to land on, but not too hard. Still, hell be traveling fast, so despite the distance, it will not be like diving into the deep end of a pool. It will be like he is diving into the shallow end.Skydiver preps for the big jumpWhen he jumps, he is expected to reach the speed of sound - 690 mph (1,110 kph) - in less than 40 seconds. Like hitting the top of the water, he will begin to slow as he approaches the more dense air closer to Earth. But this will not be enough to stop him completely.If he goes too fast or spins out of control, he has a stabilization parachute that can be deployed to slow him down. His team hopes its not needed. Instead, he plans to deploy his 270-square-foot (25-square-meter) main chute at an altitude of around 5,000 feet (1,524 meters).In order to deploy this chute successfully, he will have to slow to 172 mph (277 kph). He will have a reserve parachute that will open automatically if he loses consciousness at mach speeds.Even if everything goes as planned, it wont. Baumgartner still will free fall at a speed that would cause you and me to pass out, and no parachute is guaranteed to work higher than 25,000 feet (7,620 meters).It might not be the moon, but Kittinger free fell from 102,800 feet in 1960 - at the dawn of an infamous space race that captured the hearts of many. Baumgartner will attempt to break that record, a feat that boggles the mind. This is one of those monumental moments I will always remember, because there is no way Id miss this.10