创业计划书——茗香阁.doc

《创业计划书——茗香阁.doc》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、东宝杯企业计划书目录第一章项目概要1.1企业背景·····························································11.2企业简介·····························································11.2.1市场概貌·························································31.2.2营销策略···························

2、······························31.2.3管理计划·························································31.2.4财务预测·························································31.2.5团队·····························································31.3核心产品·················

3、············································4第二章市场分析2.1PEST分析··················································82.1SWTO分析·················································11第三章公司战略3.1市场细分···························································133.2市场定位和营销策

4、略分析············································15第四章运营管理4.1日常经营管理·······················································194.2人力资源管理······················································21第五章财务管理5.1融资渠道·························································

5、·245.2金用途··························································245.3供应商····························································26第六章风险管理6.1风险预测与风险监控················································276.2风险应对措施···········································

6、···········29第七章实施措施7.1组织机构··························································307.2具体操作··························································34一、项目概要1.1企业背景中国茶文化源远流长，从古至今，茶文化贯穿中国的历史发展的各个方面，小到日常生活，大到国家政治，无不有着密切的关系。茶文化是茶艺与精神的结合，并通过茶艺表现精神。兴于中国唐代，盛于宋、

7、明代，衰于清代。中国茶道的主要内容讲究五境之美，即茶叶、茶水、火候、茶具、环境。茶文化包括茶叶品评技法、艺术操作手段的鉴赏、品茗美好环境的领略等整个品茶过程的美好意境。其过程体现形式和精神的相互统一，是饮茶活动过程中形成的文化现象。它起源久远，历史悠久，文化底蕴深厚，与宗教结缘。全世界有一百多个国家和地区的居民都喜爱品茗。有的地方把饮茶品茗作为一种艺术享受来推广。各国的饮茶方法相同，各有千秋。中国人民历来就有“客来敬茶”的习惯，这充分反映出中华民族的文明和礼貌。 茗音阁的产品不仅仅是茶饮品，茶饮品只是一种载体。

8、正是通过茶饮品这种载体，茗音阁把一种独特的氛围传送每一个顾客。茶饮品的消费很大程度上是一种文化层次的消费，文化的沟通需要的就是茶饮品所营造的环境文化能够感染给顾客，并形成良好的互动体验。正如张大复所说：“世人品茶而不味其性，爱山水而不会其情，读书而不得其意，学佛而不破其宗。”他想告诉我们的是，品茶不必斤斤于其水其味之表象，而要求得其真谛，即通过饮茶达到一种精神上的愉快，一种清心悦神、超