汤家人瓦罐项目-大学生创业大赛策划书

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1、汤南昌大学科学技术学院创业计划竞赛2015年“创青春”南昌大学科学技术学院大学生创业大赛项目申报书项目名称汤家人瓦罐申报者姓名张三申报单位南昌大学科学技术学院类别：√创业计划竞赛□创业实践挑战赛□公益创业赛《汤家人》策划书第38页共38页汤南昌大学科学技术学院创业计划竞赛第十届“挑战杯”大学生创业计划竞赛作品申报表项目名称汤家人瓦罐项目分类()已创业(√)未创业项目所属领域分组A.农林、畜牧、食品及相关产业组（√)B.生物医药组C.化工技术和环境科学组D.信息技术和电子商务组E.材料组F.机械能源组G.文化创意

2、和服务咨询组主要成员姓名性别年龄年级、专业备注联系方式项目简介（限200字内）“汤家人”店是一家以南昌瓦罐汤为主要产品的餐饮连锁品牌。其主要服务对象是忙碌的上班族。《汤家人》策划书第38页共38页汤南昌大学科学技术学院创业计划竞赛本店在关注传统瓦罐汤行业品种单一、卫生堪忧等问题的基础上，提出丰富品类、注重卫生环境和服务质量的新理念。本店希望给上班族提供享受休闲、健康的饮食氛围，成为上班族的休闲、养生的好去处。本店专注推出更丰富的汤品、注重更卫生的餐饮环境、提供更优质的服务。创造一个中式古典的养生休闲氛围。申报单

3、位意见《汤家人》策划书第38页共38页汤南昌大学科学技术学院创业计划竞赛汤汤家人瓦罐策划书参赛单位:南昌大学科学技术学院《汤家人》策划书第38页共38页汤南昌大学科学技术学院创业计划竞赛指导老师:团队成员:目录第一章品牌简介及分析1.1品牌简介·······································51.2品牌理念······································51.3品牌特点·····································5第二章《汤

4、家人》策划书第38页共38页汤南昌大学科学技术学院创业计划竞赛项目背景·········································6第三章产品信息3.1产品选材·······································73.2产品搭配·······································73.3产品发展前景··································8第四章品牌综合分析及对策（SWOT分析法）4.1优势《汤家人》策划书第3

5、8页共38页汤南昌大学科学技术学院创业计划竞赛······································84.2劣势·······················84.3机遇······················94.4威胁······················94.5对策·····················9第五章市场营销5.1推广策略······································105.2市场开发策略·····················

6、···········105.3《汤家人》策划书第38页共38页汤南昌大学科学技术学院创业计划竞赛定价策略····································115.4供应商··································11第六章品牌战略6.1品牌远景······································126.2品牌化决策························126.3企业发展战略····························

7、······126.4品牌管理规划································13《汤家人》策划书第38页共38页汤南昌大学科学技术学院创业计划竞赛6.5品牌管理··································136.6品牌文化建设··································13第七章管理架构7.1公司性质······································147.2组织结构·························

8、·············147.3知识产权管理···································157.4《汤家人》策划书第38页共38页汤南昌大学科学技术学院创业计划竞赛部门职责及配置································157.5公司前期安排·································167.6人力资源管理···