文档介绍：甜品店策划案制作人:潘英剑目录一、企业描述··················································3二、市场分析(一)目标顾客分析······················································3(二)目标市场分析·····················································4(三)顾客需求分析·····················································5(四)价格定位分析······················································5(五)分析总结·························································6三、竞争分析(一)行业竞争者·······················································7(二)消费者···························································10(三)替代者···························································10(四)竞争优劣分析表···················································11四、企业组织结构(一)企业形式·························································11(二)企业组织结构图···················································11五、营销策略(一)产品策略························································12(二)价格策略························································12(三)促销策略························································12六、店内装修创意(一)菜单制作························································13(二)愿望墙···························································13(三)娱乐项目························································13(附图)七、风险分析预测(一)环境风险·························································14(二)经营风险························································14(三)市场风险·························································14(四)财务风险·························································14八、投资预算(一)建设投资·························································15(二)管理成本·························································15附录1(调查问卷)一、企业描述(一)店名:“??”甜品店(二)经营范围:港式甜品、各类饮品、蛋糕等。(三)经营规模:小型(四)经营理念:打造极致的产品、舒适的环境(五)产品描述:“??”甜品店是一家以甜品为主的综合休闲店。主打产品有补上二、市场分析根据附录1的市场问卷调查,随机在选址处调查了30位行人,得出以下数据,并对某些可用性问题的数据进行了一定的分析,对甜品店的创业会有一定的参考性。(一)目标顾客分析:Q1:您是否经常吃甜品?(单选)条件选项A几乎天天B每周两次以上C每周一两次D几乎不吃调查人数14-18周岁男性111318-25周岁男性32525周岁以上男性12314-18周岁女性1131418-25周岁女性12325周岁以上女性112分析结果:这个问题是针对甜品店的目标顾客进行提问的。从数据中能够看出女性相对于男性,更乐于接受去甜品店消费,