哈尔滨市首届大学生创业大赛作品.doc

哈尔滨市首届大学生创业大赛作品.doc

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哈尔滨首届大学生创业大赛作品

哈尔滨市首届大学生创业大赛

参赛作品：

“哈尔滨永顺有限责任公司”

参赛院校：

哈尔滨德强商务学院

参赛团队：

精工会

参赛队员：

赵胜、焦学龙、玄立翔、

刘建宇、赵敏君、刘红

指导老师：

栾港

2010年11月10日

目录

1、执行总结··························································2

1．1．公司···································································2

1．2．市场···································································2

1．3．项目···································································2

1．4．管理···································································3

1．5．投资与财务·····························································3

2、市场机会分析····························································3

2．1．市场环境分析···························································3

2．2．市场购买者行为分析·····················································5

2．3．市场营销调研与预测·····················································5

3、项目产品及产品服务·····················································10

3．1．项目产品································································10

3．2．产品质检································································11

2．3．产品服务································································11

4、市场营销································································10

4．1．目标市场营销战略······················································11

4．2．市场定位·······························································13

4．3．竞争性营销分析·························································12

4．4．产品策略·······························································15

4．5．包装策略·······························································17

4．6．价格策略·······························································17

4．7．分销渠道策略···························································18

4．8．促销策略·······························································20

5、团队管理及公司战略····················································18

5．1．团队管理·······························································21

5．2．公司战略·······························································25

6、资金投入与财务管理····················································26

6．1．投资分析······························································26

6．2．财务分析·······························································29

6．3．会计报表分析···························································29

6．4．比率及趋势分析·························································29

6．5．风险假定与分析·························································29

7、本次大赛总结···························································30

7．1．本次大赛的意义·························································30

7．2．本次大赛过程···························································30

7．3．本次大赛的团队的优缺点·················································30

8、附录·····································································31

8．1．调查问卷·······························································31

8．2．收益表·································································32

8．3．现金流量表·····························································32

8．4．资产负债表·····························································34

1、执行总结

1．1．公司

永顺有限责任公司是一个策划中的公司，它是以销售绿色环保，营养健康鸡蛋的服务性公司，提倡健康生活，绿色环保的新理念，为人类提供尽善尽美的绿色鸡蛋。

我国鸡蛋产品2010年的市场规模预计可以达到1000亿元以上，其中品牌蛋的市场份额不超过20%。

随着我国城市居民生活水平的进一步提高，涌现出越来越多的小康家庭。

他们更关注鸡蛋产品的绿色、健康、营养、口味和新鲜程度。

他们主要在超市购买有品牌的鸡蛋产品，价格对购买鸡蛋产品的影响程度在逐步降低，而且这个消费群体的人数会呈现快速的增长，品牌鸡蛋的市场机会和前景非常看好。

我公司将鸡蛋品牌化为市场目标，以满足鸡蛋市场的发展和需求，使用投资建厂解决方案，打造绿色鸡蛋品牌，提供一流服务，满足消费者需求。

公司注重短期目标与长远战略的结合，中长期目标将拓宽产品领域，涉及生态鸡蛋、鸡蛋的营养品（鸡蛋牛奶、鸡蛋营养蛋糕、特色荷包蛋等）、鸡蛋护肤品、养鸡饲料、养鸡产蛋机械生产设备、鸡蛋医疗保健品等，形成以绿色鸡蛋为核心的多元化经营集团公司。

1．2．市场

绿色鸡蛋市场是集散市场，购买行为多样化。

随着蛋鸡产业快速发展，我国居民年人均鸡蛋占有量不断提高。

2008年我国人均年占有鸡蛋量达到发达国家水平（人均占有量为17.3千克），基本能保证我国每人每天消费一个鸡蛋。

2008年我国居民人均年消费鸡蛋15.6千克，平均每日消费42.65克鸡蛋，每日可从鸡蛋中获取蛋白质5.33克。

我国鸡蛋产品2010年的市场规模预计可以达到1000亿元以上，我国已成为世界第一鸡蛋产量大国。

2009年中央一号文件要求增加畜禽标准化规模养殖场（小区）项目投资，加大信贷支持力度，落实养殖场用地等政策。

解决鸡蛋产量问题。

鸡蛋市场勉强可以称得上全国性知名品牌的只有北京的“德青源”和大连的“咯咯哒”两个品牌。

区域性的知名品牌也非常少。

由于品牌鸡蛋产品正处在市场导入阶段，全国性的知名品牌和区域性的强势品牌都非常少，消费者对鸡蛋产品品牌的记忆度普遍不高，大的鸡蛋品牌和中小鸡蛋生产企业基本处在同一起跑线上，谁能够精准了解消费者的需求，并通过专业的品牌策划、产品策划、市场策划和销售策划，抢先在消费者心中占据好鸡蛋品牌的市场位置，谁就可能成为区域乃至中国鸡蛋市场的强势品牌，甚至是领导品牌。

公司初期以哈尔滨为开拓市场，中期发展阶段在全国设立华北、华东和东北三大区域分销中心，与代理商、经销商一起建立健全的营销网络。

产品进入初期将寻求与万家宝合作，利用万家宝日送早餐奶的配送体系宣传和赠送绿色鸡蛋，营造“中国人一杯奶加一绿色鸡蛋，健康生活”的新理念，作为促销手段和提高市场占有率的手段。

国内品牌蛋的市场份额不超过20%，我公司将以“质量第一，服务第一，品牌第一”为理念给消费者带来健康生活。

公司建立ISO9001质量管理体系，力争获得国际ISO9001质量管理认证和ISO14001国际环保管理体系认证。

1．3．项目

打造“绿色鸡蛋”品牌，满足广大消费者的健康生活。

1．4．管理

我们通过分阶段的组织结构，来确立不同阶段的部门设置，管理职责，人员安排，在后续阶段不断充实结构内容及各部门职能。

在巩固当前阶段的同时，积极为下一阶段的开拓作好充分的准备。

将不断加强和完善的物流系统、信息管理系统贯穿于管理的各个层面，以利于企业运行的流畅和高效。

对管理职责实行清晰化，责任化，以便督导。

对人员进行的培训，特别是对中高级管理人员。

并逐步建立培训体系。

我们将以强大、完善的管理体系取胜于竞争者，迅速发展成为规模型连锁企业。

1．5．投资与财务

公司设立在哈尔滨机场路，公司成立初期供需资金708401元，固定资产投资220842元，流动资金487559元。

股本规模及结构暂定为：

公司注册资本500000元。

第二年估计盈利3500000元人民币，以后每年销售利润率31%，第二年资产报酬率为

128%，投资回收期为15个月。

风险资金最好在第三年撤出，采用收购方式比较合适的公司。

2、市场机会分析

2．1．市场环境分析

2．1．1．宏观市场营销环境分析

建国以来，我国鸡蛋总产量不断攀升，现已成为世界最大的鸡蛋生产国。

2008年鸡蛋总产量达到2296.87万吨（约占全球40%），分别是1949、1978年鸡蛋总产量的84.6