1、2020最新的辦公文檔創(chuàng)業(yè)計劃書范文【精品】時間：不斷地提高和對生活的追求。鮮花已經(jīng)是人們生活不可缺少的點綴！花卉消費近些年來呈越來越旺的趨勢，除了花卉本身所具俏麗姿容，讓人們賞心悅目，美化家居等功效外，它還可以開發(fā)人們的想象力，使人們在相互交流時更含蓄，更有品位這樣我們創(chuàng)辦網(wǎng)上校園花店以鮮花專遞為市場切入點，兼顧網(wǎng)站長期市場占有率和短期資金回報率以搶占市場，以滿足個性消費為主題，以鮮花為試點帶動其他產(chǎn)品，最終能形成具有地質(zhì)大學(xué)青鳥花店品牌優(yōu)勢的市常是十分可行的。二、公司項目策化1. 提供鮮明，公司使命有效，暢通的銷售渠道，提供產(chǎn)品服務(wù)為根本，促進鮮花市場的大發(fā)展。我們的青鳥將成為一個可愛的信

2、使，把祝愿和幸福送到千家萬戶。為人類創(chuàng)造最佳生活環(huán)境2.公司目標(biāo)立足地大，服務(wù)武漢，輻射華中。創(chuàng)建網(wǎng)上花店一流的公司（喜盒網(wǎng)）。本公司將用一年的時間在武漢的消費者中建立起一定的知名度，并努力實現(xiàn)收支平衡。在投入期僅選擇網(wǎng)站總站所在地質(zhì)大學(xué)西校區(qū)作為試點市場，該區(qū)市場容量在3000人以上，較有代表性，試點時間為一個半月。當(dāng)模式成功后，以asp的形式在分站推廣。經(jīng)過3到6個月的運營后再擴張到其余的市場三、經(jīng)營環(huán)境與客戶分析1.行業(yè)分析地質(zhì)大學(xué)青鳥花店網(wǎng)站是由在校大學(xué)生推出的面向650萬在校大學(xué)生的垂直網(wǎng)站，因此目標(biāo)消費者定位為在校大學(xué)生。該網(wǎng)站除武漢地質(zhì)大學(xué)的總站外，在湖北各高校

3、設(shè)有分站，因此，暫定的目標(biāo)消費群以湖北各高校大學(xué)生為重點，將來逐步擴大市場，以中國地質(zhì)大學(xué)為例，各類在校生近2萬人，則投入8校共有近20萬的目標(biāo)消費者，而最新的統(tǒng)計表明，全國在校大學(xué)生有650萬左右，這樣的市場規(guī)模是相當(dāng)龐大的，而且考慮到將來在校生畢業(yè)后仍將成為網(wǎng)站的忠誠客戶這一現(xiàn)實，目標(biāo)市場的容量將是相當(dāng)可觀的2.調(diào)查結(jié)果分析本公司對武漢的各高校大學(xué)生為重點進行客戶分析，主要采取問卷調(diào)查（問卷調(diào)查表見附錄一）和個別訪談的方式。此次我們共發(fā)出問卷50份，收回37份。由于時間有限，問卷數(shù)量不多，但還是從一定程度上反映了廣大消費朋友的消費心理和需求：有明顯的好奇心理，在創(chuàng)新方面有趨同性，聽同學(xué)或朋

4、友介紹產(chǎn)生購買行為；購買行為基本上是感性的，但由于受自身經(jīng)濟收入的影響其購買行為又帶有理性色彩，一般選擇價位較低但浪漫色彩較濃的品種；在校大學(xué)生沒有固定的購買模式，購買行為往往隨心所欲；接受和吸收新事物的能力強，追求時尚，崇尚個性；影響產(chǎn)品購買的因素依次為：價格，品種，包裝，服務(wù)等；購買行為節(jié)日性很強，一般集中在教師節(jié)，情人節(jié)，圣誕節(jié)及朋友生日前后。3.目標(biāo)客戶分析在校大學(xué)生購買一般不問價格，但從網(wǎng)上定單來看側(cè)重于中檔價位。在定單數(shù)量上傾向于能表達心聲，如大多數(shù)訂購1支（你是我的唯一）,3支（我愛你）,19支（愛情路上久久長久）,21支（最愛）等等，在教師節(jié)這一天往往以班級人數(shù)為單位訂購鮮花。

5、包裝一般傾向于要求高檔化，有向個性化方向發(fā)展的趨勢，對鮮花的質(zhì)量要求比較苛刻，如不允許有打蔫現(xiàn)象等。2.營銷策略分析2.1 品牌策略網(wǎng)站建設(shè)初始，我們便非常重視品牌。在品牌包裝上，由美工人員根據(jù)詳細的市場調(diào)查和大膽預(yù)測，采取動態(tài)與靜態(tài)頁面相結(jié)合的設(shè)計方案，從視覺形象和文字字體都經(jīng)過精心規(guī)劃，力求具有獨特創(chuàng)新2.2 價格策略青鳥網(wǎng)上花店在原料，包裝，服務(wù)等方面力求盡善盡美，努力給客戶最大限度的享受和心理滿足。既走價格路線，又走質(zhì)量路線，滿足不同層次消費者的需求。2.3 促銷策略宣傳策略利用學(xué)校廣播站，報欄，宣傳欄免費宣傳另外利用網(wǎng)站本身信息流優(yōu)勢宣傳和突出形象，并與各大報社，地方電臺與電視臺建立

6、良好的關(guān)系，采取互惠互利雙贏的戰(zhàn)略模式服務(wù)方面網(wǎng)上花店的服務(wù)必須是一流的，對于配送隊員而言，只要有定單，就必須按照定單要求按時按地送到，并且是微笑服務(wù)。在售后服務(wù)方面，由客戶服務(wù)部負(fù)責(zé)采取以下幾種方式：打感謝電話或發(fā)e-mail進行友情提醒服務(wù)，并在客戶重大節(jié)日時發(fā)電子賀卡無條件接受客戶退貨，集中受理客戶投訴設(shè)立消費者調(diào)查表，附贈禮品，掌握消費者需求的第一手資料第一次訂購的客戶將收到隨花贈送的花瓶，并享受價格優(yōu)惠，成為會員后享受會員價格。不定期的在網(wǎng)上或離線召開會員沙龍，交流信息，溝通感情，并解答客戶最感興趣的問題。建立客戶數(shù)據(jù)庫檔案，客戶重復(fù)訂購時只要輸入名字，客戶的其他信息便自動調(diào)入系統(tǒng)。

7、2.4 渠道建設(shè)就目前來看，網(wǎng)上花店主要是與一級批發(fā)商建立業(yè)務(wù)關(guān)系。選擇批發(fā)商時，一般考察其經(jīng)營業(yè)績，信譽，合作態(tài)度，供貨是否及時等方面，要求此批發(fā)商在同一城市有位于不同區(qū)域的幾家營銷網(wǎng)點，以便于各高校配送成員就地取花。通常與批發(fā)商簽訂合作協(xié)議，就價格與產(chǎn)品質(zhì)量等問題達成一致意見3.網(wǎng)上花店策略實施1.市場范圍選擇，在投入期僅選擇網(wǎng)站總站所在中國地質(zhì)大學(xué)西校區(qū)作為試點市場，該區(qū)市場容量在3000人以上，較有代表性，試點時間為一個半月。該模式成功后，以asp的形式在分站推廣。先在已經(jīng)建成的另外7個分站試運營，經(jīng)過3到6個月的運營后再擴張到其余的市常2.重點宣傳客戶，宣傳對象以在校學(xué)生為主，他們對

8、流行感興趣，往往容易領(lǐng)導(dǎo)潮流，而對于邏輯思維較強的工科學(xué)生，我們利用先期的受眾進行傳播達到宣傳效果。3.現(xiàn)場促銷選擇每年9月8日和9月9日兩天為重點宣傳日期，在此之前，將宣傳單分發(fā)至學(xué)生宿舍。宣傳內(nèi)容包括：懸掛統(tǒng)一的彩色橫幅，位于校園主干道上，數(shù)量為3-5條，以青鳥花店網(wǎng)址和校園花店隆重推出為題搭配懸掛。在校園人流量較高的位置如宿舍門口和食堂附近搭一宣傳臺，擺放3-5臺微機，可以上網(wǎng)查詢并訂購；放置一宣傳板詳細介紹花店內(nèi)容，并擺放實物鮮花，在宣傳當(dāng)天將配送禮品現(xiàn)場送出。請學(xué)校廣播站播發(fā)青鳥花店宣傳部門擬定的宣傳材料，在早，中，晚各一次，連續(xù)數(shù)日。為營造氣氛，安排兩名小姐佩帶寫有青鳥花店網(wǎng)址的綬

9、帶，進行解說，并組織抽獎活動，中獎?wù)呖梢袁F(xiàn)場訂購20元以下的鮮花，由網(wǎng)站付款。在宣傳當(dāng)天，請與學(xué)校有關(guān)的媒體到現(xiàn)場報道，如武漢晚報，各地方電視臺等。延伸閱讀（英文版）：I. project backgroundAll kinds of flowers speak a thousand words, and every sentence tells beautiful, especially now. With the continuous improvement of peoples living standards, the quality of life is constantly imp

10、roving and the pursuit of life. Flowers have been the indispensable ornament of peoples life! Flowers consumption trend of more and more popular in recent years, in addition to flower itself to the handsome enshrouded, let people pleasing, beautification household etc, it can also develop peoples im

11、agination, make people more implicative when communicate with each other, more tastefulSo we set up campus online flower shop for flower market, both website long-term market share and return on short-term funding to seize market, in order to meet the individual character consumption as the theme, w

12、ith flowers for the pilot to drive other product, eventually to form a university of geosciences, jade flower shop brand advantage, often is very feasible.Ii. The companys project strategy1. Provide clear, effective and unimpeded sales channels, provide products and services to promote the developme

13、nt of the flower market. Our bluebird will be a lovely messenger, sending good wishes and happiness to thousands of families. Create the best living environment for mankind2. Company objectivesBased on a large base, serve wuhan, radiate central China. Create an online florist company (). Th

14、e company will build a certain popularity with the consumers in wuhan for one year and strive to make ends meet. In the time of investment, only the west campus of the university of geosciences, the site of the website, was selected as a pilot market. The market capacity of the site was more than 3,

15、000 people, which was representative, and the pilot time was one and a half months. When the model is successful, it is promoted in the sub-station in the form of asp. Expand to the rest of the market after three to six months of operation3. Operating environment and customer analysis1. Industry ana

16、lysisThe website is a vertical website launched by university students targeting 6.5 million college students, so target consumers are positioned as college students. The site in addition to outside the station of wuhan university of geosciences, have RACES in hubei universities, therefore, the tent

17、ative target customers, focusing on the universities and colleges in hubei college students gradually expand the market in the future, China university of geosciences, for example, all kinds of student nearly 20000 people, is put into 8 school, there are nearly 200000 of target consumers, the latest

18、 statistics show that there are about 6.5 million college students nationwide, the market size is quite large, and considering the students after graduation will be in the future site of loyal customers this reality, the capacity of the target market will be considerable2. Analysis of survey results

19、The company focuses on customer analysis for college students in wuhan, mainly taking questionnaire survey (see appendix I) and the way of individual interview. This time we sent out 50 questionnaires and took back 37 copies. Due to the limited time, the questionnaire is not much, but it reflects th

20、e consumption psychology and demand of consumer friends to some extent.The essay has obvious curiosity, and in innovation, there is a convergence of the same gender, and listen to students or friends to introduce the purchase behavior.The purchase behavior is basically perceptual, but due to the inf

21、luence of its own economic income, the purchase behavior has a rational color, which is generally low in price but has a strong romantic color.There is no fixed purchase model for college students.The ability to accept and absorb new things is strong, pursuing fashion and advocating individuality.Th

22、e factors affecting the purchase of products are: price, variety, packaging, service, etc.The purchase behavior of the purchase is very strong, generally centered on teachers day, valentines day, Christmas and friends birthdays.3. Target customer analysisCollege students buy generally dont ask price

23、, but from online order to focus on mid-range price. Can tend to express feelings in the order number, as most order 1 (youre the only one I want), 3 (I love you), 19 (love for a long long road), 21 (favorite), etc., on teachers day this day tend to order flowers for the unit class sizes. Packaging

24、generally tends to demand high gear, there is a trend towards personalized direction, and the quality of the flowers is more demanding, such as not allowing the wilting phenomenon.2. Marketing strategy analysis2.1 brand strategyThe website construction initial, we attach great importance to the bran

25、d. On the brand packaging, personnel by artists, according to a detailed market survey and bold prediction combined dynamic and static page design, from the visual image and text fonts are carefully planning, makes every effort to have unique innovation2.2 pricing strategyQingbird online flower shop

26、 strives for perfection in raw materials, packaging and services, and strives to provide customers with maximum enjoyment and psychological satisfaction. Both the price route and the quality route meet the needs of consumers at different levels.2.3 promotion strategyPublicity strategyUsing the schoo

27、l radio station, the putting, publicity column free publicity also took advantage of the site itself information propaganda and highlight the image, and with each big newspaper, local radio and television stations to establish a good relationship, mutually beneficial win-win strategy patternservices

28、The service of the online florist must be first class. For the distribution team, as long as there is an order, it must be delivered on time according to the order, and it is the service of smiling.In after-sales service, the customer service department is responsible for the following ways:Thank yo

29、u for your phone call or E-mail for a friendly reminder and send an e-card to your client during a major holidayAccept customers returns unconditionally and accept customer complaintsTo set up a consumer questionnaire, with gifts and first-hand information on consumer demandFor the first time, the c

30、ustomer will receive the vase with the flowers and enjoy the price and enjoy the membership price.You can hold a member salon online or offline regularly, exchange information, communicate with each other, and answer the questions that customers are most interested in.To establish a customer databas

31、e file, the customer reorders the name, and the customers other information is automatically transferred to the system.2.4 channel constructionAt present, online florists mainly establish business relationship with primary wholesalers. Choosing wholesalers, generally inspects its operating performan

32、ce, credibility, cooperation, delivery is timely, etc., require the wholesalers in the same city is located in several different parts of the marketing network, in order to facilitate the members of the distribution of colleges and universities on the flowers. Usually sign cooperation agreements wit

33、h wholesalers to agree on price and product quality3. Implementation of online flower shop strategy1. The scope of market choice, the suggested budgeting only choose website station in west campus of China geological university as a pilot in the market, the market capacity in more than 3000 people,

34、more representative, a pilot for a month and a half. After the success of the model, it was promoted in the form of asp. The other seven stations, which have already been built, will be expanded to the rest of the market after three to six months of operation2. Focused on the customer, promotional object is given priority to with students, they are interested in pop, tend to lead tide, for the logical thinking strong engineering students