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