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1、東寶杯企業(yè)計(jì)劃書(shū)目錄第一章項(xiàng)目概要1.1企業(yè)背景·····························································11.2企業(yè)簡(jiǎn)介·····························································11.2.1市場(chǎng)概貌·························································31.2.2營(yíng)銷策略··············································
2、···········31.2.3管理計(jì)劃·························································31.2.4財(cái)務(wù)預(yù)測(cè)·························································31.2.5團(tuán)隊(duì)·····························································31.3核心產(chǎn)品·······················································
3、······4第二章市場(chǎng)分析2.1PEST分析··················································82.1SWTO分析·················································11第三章公司戰(zhàn)略3.1市場(chǎng)細(xì)分···························································133.2市場(chǎng)定位和營(yíng)銷策略分析············································15第四章運(yùn)營(yíng)管理4
4、.1日常經(jīng)營(yíng)管理·······················································194.2人力資源管理······················································21第五章財(cái)務(wù)管理5.1融資渠道··························································245.2金用途··························································245.3供應(yīng)商·
5、···························································26第六章風(fēng)險(xiǎn)管理6.1風(fēng)險(xiǎn)預(yù)測(cè)與風(fēng)險(xiǎn)監(jiān)控················································276.2風(fēng)險(xiǎn)應(yīng)對(duì)措施······················································29第七章實(shí)施措施7.1組織機(jī)構(gòu)··························································307.2具體操作·
6、·························································34一、項(xiàng)目概要1.1企業(yè)背景中國(guó)茶文化源遠(yuǎn)流長(zhǎng)，從古至今，茶文化貫穿中國(guó)的歷史發(fā)展的各個(gè)方面，小到日常生活，大到國(guó)家政治，無(wú)不有著密切的關(guān)系。茶文化是茶藝與精神的結(jié)合，并通過(guò)茶藝表現(xiàn)精神。興于中國(guó)唐代，盛于宋、明代，衰于清代。中國(guó)茶道的主要內(nèi)容講究五境之美，即茶葉、茶水、火候、茶具、環(huán)境。茶文化包括茶葉品評(píng)技法、藝術(shù)操作手段的鑒賞、品茗美好環(huán)境的領(lǐng)略等整個(gè)品茶過(guò)程的美好意境。其過(guò)程體現(xiàn)形式和精神的相互統(tǒng)一，是飲茶活動(dòng)過(guò)程中形成的文化現(xiàn)
7、象。它起源久遠(yuǎn)，歷史悠久，文化底蘊(yùn)深厚，與宗教結(jié)緣。全世界有一百多個(gè)國(guó)家和地區(qū)的居民都喜愛(ài)品茗。有的地方把飲茶品茗作為一種藝術(shù)享受來(lái)推廣。各國(guó)的飲茶方法相同，各有千秋。中國(guó)人民歷來(lái)就有“客來(lái)敬茶”的習(xí)慣，這充分反映出中華民族的文明和禮貌。?茗音閣的產(chǎn)品不僅僅是茶飲品，茶飲品只是一種載體。正是通過(guò)茶飲品這種載體，茗音閣把一種獨(dú)特的氛圍傳送每一個(gè)顧客。茶飲品的消費(fèi)很大程度上是一種文化層次的消費(fèi)，文化的溝通需要的就是茶飲品所營(yíng)造的環(huán)境文化能夠感染給顧客，并形成良好的互動(dòng)體驗(yàn)。正如張大復(fù)所說(shuō)：“世人品茶而不味其性，愛(ài)山水而不會(huì)其情，讀書(shū)而不得其意，學(xué)佛而不
8、破其宗?！彼敫嬖V我們的是，品茶不必斤斤于其水其味之表象，而要求得其真諦，即通過(guò)飲茶達(dá)到一種精神上的愉快，一種清心悅神、超
