上海蘇家愛華玉環(huán)1店 可行性分析報告 義烏工商學(xué)院 04市營（2）班 金麗麗 報告期：2006年10月20日前 言在市場營銷策劃課程創(chuàng)業(yè)項目策劃實訓(xùn)過程中，我在一次偶然的機(jī)會在校園中看到了上海蘇家愛華日化百貨連鎖店的加盟廣告。于是馬上查閱了它的相關(guān)資料，準(zhǔn)備加盟蘇家愛華連鎖店作為自己的創(chuàng)業(yè)計劃，。在玉環(huán)縣珠港鎮(zhèn)城關(guān)建設(shè)路開一蘇家愛華連鎖店，投資15萬。我選擇這一項目的理由在于專業(yè)的日化百貨機(jī)構(gòu)在玉環(huán)來說是一個潛力相當(dāng)大的市場，當(dāng)化妝品店、日用百貨店、超市鋪天蓋地的沖刺著玉環(huán)市場時，始終沒有一家專業(yè)的日化百貨機(jī)構(gòu)。而蘇家愛華這種日化百貨有它明顯的優(yōu)勢，因此，它的發(fā)展?jié)摿κ菬o限的。目 錄一、蘇家愛華日化百貨目標(biāo)市場分析（一）蘇家愛華日化百貨具有良好的市場商機(jī)（二）蘇家愛華日化百貨目標(biāo)市場分析二、蘇家愛華日化百貨連鎖店店址選擇分析（一）商圈的道路、交通狀況分析（二）商圈的消費潛量分析（三）商圈競爭者狀況分析三、蘇家愛華日化百貨經(jīng)營損益分析（一）月營業(yè)額估算（二）成本、獲利、風(fēng)險分析（三）投資總效益預(yù)測四、蘇家愛華日化百貨市場定位分析（一）商品定位（二）價格定位（三）服務(wù)定位五、結(jié)論一、蘇家愛華日化百貨連鎖店目標(biāo)市場分析我選擇蘇家愛華日化百貨連鎖店作為創(chuàng)業(yè)項目，其根本理由在于蘇家愛華日化百貨連鎖店具有良好的市場商機(jī)。（一）蘇家愛華日化百貨的優(yōu)勢1、具有市場網(wǎng)絡(luò)的品牌效應(yīng)，成功率高，市場前景好。就投資者而言，既要考慮盈利的，又要考慮可持續(xù)發(fā)展，既要考慮投資成本，又要考慮投資回報，既要考慮投資風(fēng)險大小，又要考慮市場潛力與經(jīng)營管理。上海蘇家愛華正是具備了以上幾個優(yōu)勢。2、具有獨特的經(jīng)營策略與管理模式。蘇家愛華主要是以知名品牌帶動其他拳頭產(chǎn)品成長的經(jīng)營策略，這些產(chǎn)品都比其他各個化妝品、超市便宜，主張批發(fā)價銷售，并保證產(chǎn)品100%無假貨。它在全國各地都有自己的連鎖店，特別是沿海地區(qū)尤為興盛，它實行區(qū)域保護(hù)政策。采用的是統(tǒng)一管理、統(tǒng)一配貨、統(tǒng)一價格的管理模式。3、擁有自己的拳頭產(chǎn)品，從而立足市場。蘇家愛華除了經(jīng)營玉蘭油、歐萊雅、羽西、美寶蓮等知名流通品牌外，還有山口百麗、琳姿、米情、蘇哥等終端產(chǎn)品。以知名品牌打開市場，以自己的拳頭產(chǎn)品站穩(wěn)市場，以產(chǎn)品優(yōu)秀的品質(zhì)不斷的做大市場。（二）蘇家愛華目標(biāo)市場分析根據(jù)市場分析，蘇家愛華的目標(biāo)顧客定為以下對象：隨著人們生活水平的不斷提高，消費意識也不斷改變，人們越來越重視自己的形象，注重裝飾自己，讓生活更豐富。蘇家愛華日化百貨適合的各年齡層的消費者，商品品種豐富，檔次從高到低一應(yīng)俱全。可見，它的適合范圍是相當(dāng)廣的，不管男女老少都是它的目標(biāo)顧客。二、店面的選址分析因為我對自己的家鄉(xiāng)玉環(huán)這塊市場比較了解，且人緣比較廣，我選擇了這塊市場，把店址選定在玉環(huán)縣珠港鎮(zhèn)城關(guān)建設(shè)路18號，背依老水果市場，周圍有兩到三個住宅小區(qū)。店面的選址是否正確？可行性分析如下：店面所處的地段雖是老街，人流沒有隔壁那條新街熱鬧，但它是附近兩個小區(qū)的出門必經(jīng)之路，且這條街未來有很大的潛力：店面的前面本來是老水果市場，去年拆遷了，今年即將建設(shè)一個新的菜場，那樣人流將急劇上漲。（一）店面周邊的道路交通狀況分析建設(shè)路是一條單車道的老商業(yè)街，走向為由東向西，人流量與車流量流動速度較大，徑流量大。沿街分布小量的商店，飯店，個性小鋪，和小攤，經(jīng)營較多的是餐飲店，服裝店，藥店，是一條人流相對密集的老街。店鋪地址所在地的交通比較便利，擁有一條交通線路，且老街房租相對比較便宜。據(jù)上述分析資料可以推論，在建設(shè)路18號開設(shè)蘇家愛華連鎖店還是可以的。（二）店面周邊的消費潛量分析能否擁有一定規(guī)模的目標(biāo)顧客，使店址選擇應(yīng)考慮的重要因素之一。一個選址優(yōu)良的店鋪必然有一批穩(wěn)定的目標(biāo)顧客，這就要求在其輻射范圍內(nèi)擁有足夠的戶數(shù)和人口數(shù)。許多店鋪設(shè)在有較強(qiáng)購買力、人口密度大的地區(qū)，其中一個重要原因，就是為了保證周圍有持續(xù)旺盛的購買力。所以日化百貨店必須了解其周邊消費者的數(shù)量和收入程度，職業(yè)分布、消費特點與偏好。通過了解，可以對顧客的消費購買數(shù)量有較為準(zhǔn)確的認(rèn)識。首先本區(qū)域的重點消費人群是附近幾個小區(qū)的居民，這些居民將是日化百貨店的主要消費群。附近菜場一建成，有更多的人流涌向這邊，這樣一來周邊的商業(yè)配套設(shè)施也會進(jìn)一步增加，到時入店消費的人群將會更多，邊上那條繁華商業(yè)新街的有部分流動人口還是會向老街涌進(jìn)的。綜上所述，新店的位置選在建設(shè)路18號還是不錯的，市場消費潛力是非常大的。 （三）店面周邊的競爭狀況分析 在對店面環(huán)境分析時，還應(yīng)調(diào)查分析店面周邊的競爭狀況，了解該區(qū)域相近行業(yè)的經(jīng)營狀況，并對新店地址的選擇是否正確做出客觀的分析判斷。店面附近沒有有關(guān)的日用品店，大型超市又比較遠(yuǎn)。有兩家化妝店，但都不是連鎖機(jī)構(gòu)，只是普通的化妝品小店，且價格也比較高。三、日化百貨店的經(jīng)營損益分析把店址選定在玉環(huán)縣珠港鎮(zhèn)城關(guān)建設(shè)路18號的商鋪，該商鋪為他人曾使用的商鋪，需要一個星期的裝修，整個商鋪的使用面積為40平方米，轉(zhuǎn)讓費4萬元，店面租金為2.4萬人民幣/年，每月2000元租金。項目投資預(yù)估有以下幾個部分：（1）空調(diào)、電腦、收銀設(shè)備、玻璃柜臺等設(shè)備費用、（2）店面裝修費用，（3）產(chǎn)品進(jìn)貨費用，共計10萬元。本項目經(jīng)營損益預(yù)算具體如下：（一）月營業(yè)額估算(1)日營業(yè)額估算日營業(yè)額=1200元，（2）月營業(yè)額共計日營業(yè)額1200元×30月營業(yè)額36000元（二）成本、獲利、風(fēng)險分析1、經(jīng)營費用估算（1）固定費用1) 人員工資：1人 共計1000元 1000元2) 房租：2000元 2000元3) 水電費用：1000元 1000元總計： 4000元（2）變動費用(1) 運費 2%包裝、雜費： 0.2%（3）商品損耗： 0.3% (4) 營業(yè)稅: 6%總計 36000×8.5%=3060元2、投資收益估算（1）銷售毛利=營業(yè)收入×毛利率：1200元*40%的利潤=480元480元*30天=14400元(2)預(yù)計每月稅前損益=銷售毛利變動費用固定費用=14400-4000-3060=7340元(三)投資風(fēng)險評估1、損益平衡點分析：損益平衡點銷售額= 固定費用 =12690元 毛利率變動費用率2、經(jīng)營安全率=1 損益平衡點銷售額 *100%=61% 預(yù)期銷售額 .（四）啟動資金準(zhǔn)備（單位：元）啟動資金加盟費+店面轉(zhuǎn)讓費+半年租金裝修、設(shè)備+進(jìn)貨費用流動資金15100011000+400001200030000+50000+8000 根據(jù)以上的計算，本項目的獲利是相當(dāng)可觀的。預(yù)計一年差不多能回本。所以說該項目的投資收益絕對是高的，可見投資是可行的。四、營銷策略蘇家愛華日化加盟店應(yīng)該以優(yōu)質(zhì)的商品，合理的價格與周到的服務(wù)，吸引目標(biāo)顧客。（一）提供優(yōu)質(zhì)商品首先，蘇家愛華日化百貨的產(chǎn)品都是由總部統(tǒng)一配貨過來的，產(chǎn)品都是符合國家標(biāo)準(zhǔn)，絕對正宗的，有絕對的質(zhì)量保證！連鎖店有統(tǒng)一的形象、統(tǒng)一的制度、統(tǒng)一的產(chǎn)品、統(tǒng)一的服務(wù)，絕不會向外私進(jìn)其他沒有保障的產(chǎn)品。（二）制定統(tǒng)一價格在價格方面，蘇家愛華全國所有連鎖店都是統(tǒng)一的價格，以批發(fā)價格零售，是其他日化行業(yè)所沒有的。優(yōu)惠的價格會為我們的連鎖店保證一定的客流量。（三）開展周到服務(wù)在提供優(yōu)質(zhì)產(chǎn)品，優(yōu)惠價格的同時，還為顧客提供一些精美禮品，及化妝品的試用裝，讓顧客買的放心，用的安心。為顧客解決遇到的一些皮膚問題，提供許多美容小貼士。建立顧客檔案，節(jié)假日為老顧客提供額外的禮物。五、結(jié)論：我認(rèn)為只有對蘇家愛華日化百貨玉環(huán)店進(jìn)行良好的管理，接受總部正確的領(lǐng)導(dǎo)，緊隨總部前進(jìn)的步伐，不斷的學(xué)習(xí)，熱情服務(wù)，在玉環(huán)這塊新的市場上樹立上海蘇家愛華連鎖店的形象，不斷的創(chuàng)新，相信在這個市場上一定能搶占一片天地！Editor's 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 world's 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, I've still seen many important weather and space events, but right now, if you were sitting next to me, you'd hear my foot tapping rapidly under my desk. I'm anxious for the next one: a space capsule hanging from a crane in the New Mexico desert.It's 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, he'll 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 it's 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 won't. 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 I'd miss this.