创业课程设计报告

目录

1 计划概述 ···························································3 2 项目背景 ···························································4 3 市场分析 ···························································5 4 公司战略 ························································· 15 5 市场营销 ························································· 18 6 生产管理 ························································· 22 7 投资分析 ························································· 25 8 财务分析 ························································· 30 9 管理体系 ························································· 33 10 风险预测 ······················································· 36 11. 总 结 ···························································· 39

工商管理专业创业实验 ————迈动鞋业有限责任公司

摘 要：随着人们对时尚的认识的进一步深化，每个人心中都有了自己对时尚独有的认识和概念。而追求个性和与众不同成为现在的流行。而DIY—Do It Yourself 和私人定制则成为其中最有效也最受人追捧的方式。而DIY与私人定制成为消费者首选的同时，也为品牌的发展提供了商机。而在手机、香水、服饰等很多领域都运用顾客定制的策略取得了很大的市场反响。

我们组通过市场调查了解到，现今市场上能够满足人们关于鞋的个性化需求的品牌还很少，通过进一步的顾客需求调查预测分析，我们成立了一家以满足都市男性对鞋子的时尚追求，秉承“你的鞋子你做主”为经营理念的有限责任公司。公司采用“前店后厂”的创新经营模式，致力于高端皮鞋的设计﹑组装﹑销售一条龙服务。且拥有自己的专业原材料采购团队，良好的组装设备，以及专门的市场营销团队，并采用现代的信息化经营管理模式，有效整合公司产供销全过程。我们一直秉承着顾客至上的原则，在店面直销外，提供网上订购与销售服务，同时从消费者的角度出发，提供优质的售后服务，消除顾客的后顾之忧。

关键词：迈动鞋业；市场分析；组织机构；战略；投资分析

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ENTREPRENEURSHIP EXPERIMENT OF BUSINESS

ADMINISTRATION MAJOR

——MAIDONG FOOTWEAR LIMITED LIABILITY COMPANY

Abstract:With the further understanding of fashion people, in the heart of every man has his own unique understanding to vogue and concepts. And the pursuit of individuality and distinctive become popular now. And DIY - Do It and private custom has become one of the most effective and most sought ways. DIY and private custom as consumer choice, at the same time also provides opportunities for the development of the brand. In many fields such as mobile phone, perfume, clothing are using customers customized strategy made great market response.

Understands through market investigation, our group on the market today is able to meet the personalized needs of people about the shoes brand is little, customer requirements through further investigation and forecast analysis, we established a to meet the urban men shoes fashion pursuit, adhering to the \The company USES the \to high-end leather shoes design, assembly, sales through-train service. And have their own professional raw materials procurement team, good assembly equipment, and specialized marketing team, and USES the modern information management pattern, the effective integration of the company supply process. We have been adhering to the principle of the supremacy of customers, direct sales in stores, online ordering and sales services, at the same time from the perspective of consumers, to provide quality after-sales service, to eliminate the customer's worries.

Key words:Maidong footfear;Market analysis; The organization;Strategy;Investment analysis

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1 计划概述

1.1 项目概述

随着经济的日益发展，人们生活水平的不断提高，中高档商品的市场需求呈逐渐上升趋势。高端、大气的迈动鞋业迎合了都市男性追求自我，肯定自我的心理愿。

迈动鞋业秉承高端大气的理念，为消费者提供优质真皮、PU、牛筋等鞋底，以及光革、反革鞋面和羊皮、猪皮等内里，消费者依照自己的需求与喜好进行组装与设计，然后由公司人员负责组装加工为成品鞋。组装过程全过程透明化，顾客也可以参与其中，感受制鞋的乐趣。与此同时，每一家迈动皮鞋的店面里均设置有顾客座谈区，其目的是让顾客在购物之余能够相互交流自己对皮鞋的体验感知，或者向公司提出各个方面的宝贵意见。总而言之，迈动鞋业全心全意致力于以高档的，高质量的贴心服务为消费者带来耳目一新的消费体验。

我们倡导高端大气、享受生活的消费理念与生活理念，让每一个顾客都能穿上自己心目中最完美的鞋。因此，我们创业设计小组5人做出了这份创业计划书。在以下的章节中将会表达出我们的分析结构以及我们的一些见解。 1.2 公司基本情况及管理团队

公司创办初期将注册成立为有限责任公司，公司注册资本：1500万人民币。公司致力于高端皮鞋的设计﹑组装﹑销售一条龙服务，运用“前店后厂”的模式创新经营。我们拥有自己的专业原材料采购团队，良好的组装设备，以及专门的市场营销团队，并采用现代的信息化经营管理模式，有效整合公司产供销全过程。通过高端皮鞋定制，以及发展店面休闲娱乐活动，使公司成为一家多样化经营的鞋业公司。公司的每一个店面均从各个方面透出一股时尚风，所有细节均体现着公司的文化，彰显着公司的理念。

公司创办初期组织结构设计为“金字塔形”，由总经理负责总览，生产部门、营销部门、财会部门等各部门紧密联系、互相协调，公司设计了独特创新的等级链并且充分利用信息管理系统，共同对公司进行高效地管理。同时伴之以合理有效的激励机制，从而有 …… 此处隐藏：2229字，全部文档内容请下载后查看。喜欢就下载吧 ……