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湖州职业技术学院

商务英语专业毕业设计

题目：

“纯银时代”银饰店开业计划

学生姓名

学号

指导教师

班级S

GraduationProjectofHuzhouVocational&TechnologicalCollege

BusinessEnglishDepartment

Title:

PureandShiningSilverJewelryStoreOpeningProject

Name:

CaoSupei

SchoolNumber:

1310201209

Tutor:

HuangXiaohan

Class:

BusinessEnglish1302

【摘要】随着现代化步伐的加快，人均收入的提高，现代人更注重时尚潮流，尤其是女性，越来越注重自身的时尚打扮。

一套好看的衣服，不仅需要个人体型的结合，更需要首饰的搭配。

鉴于价格因素，精致闪亮的银首饰是目前市场上最受广大女性喜爱的一种银饰品。

所以若能开设一家银饰店，拥有自身经营特色并且提供全方位服务，势必会受到顾客们的广泛欢迎。

本报告将着重分析所开设银饰店的优势、劣势、机遇、威胁，以及相应的费用明细，最后草拟出具体的实施计划，以便商业利润的实现。

Abstract:

Withtheacceleratedpaceofmodernization,thepercapitalincomesisraising,peoplepaymoreattentiontothemodernfashion,especiallythewomen,paymoreattentiontotheirownstyleofdress.Aniceclothes,notonlyneedtocombinetheindividualshapes,needmorejewelrycollocation.Inviewofthepricefactor,delicateandshinysilverjewelryisthewomen'sfavoriteonthemarketatpresent.Soifopenasilvershop,withitsownoperatingcharacteristicsandprovideafullrangeofservices,whichmustbeafashionableelementinpeople’sdailylife.Thisproposalmainlyanalyzesthestrengths,weaknesses,opportunitiesandthreatsofopeninganewsilverjewelryshop,liststhecostbreakdownandfinallydrawsadetailedactionplanfortherealizationofthebusinessprofits.

【关键词】银饰店，顾客，SWOT分析，成本分析，实施计划

Keywords:

silverjewelryshop,customers,SWOTanalysis,costbreakdown,actionplan

目录

1、引言………………………………………………………………………1

1.1目的………………………………………………………………………1

1.2背景………………………………………………………………………1

1.3经营范围…………………………………………………………………1

1.4问题陈述…………………………………………………………………1

2、调研结果…………………………………………………………………2

2.1外部环境分析……………………………………………………………2

2.1.1机遇……………………………………………………………………2

2.1.2威胁……………………………………………………………………2

2.1.3调查结果………………………………………………………………2

2.2内部环境分析……………………………………………………………3

2.2.1优势……………………………………………………………………3

2.2.2劣势……………………………………………………………………3

2.3财务报告…………………………………………………………………3

2.3.1费用明细表……………………………………………………………3

2.3.2效益……………………………………………………………………4

2.4风险管理…………………………………………………………………4

2.4.1风险……………………………………………………………………4

2.4.2风险管理………………………………………………………………4

2.5详细的战略，活动和附表………………………………………………5

3、结论………………………………………………………………………5

参考文献………………………………………………………………………6

附录

1.业务分析……………………………………………………………………7

2.客户资料……………………………………………………………………8

3.目标客户群…………………………………………………………………9

4.SWOT分析……………………………………………………………………10

5.行动计划……………………………………………………………………11

6.费用明细……………………………………………………………………13

Contents

1.Introduction……………………………………………………………1

1.1purpose…………………………………………………………………1

1.2background………………………………………………………………1

1.3scope……………………………………………………………………1

1.4problemstatement………………………………………………………1

2.Findings…………………………………………………………………2

2.1Externalenvironmentanalysis…………………………………………2

2.1.1Opportunities…………………………………………………………2

2.1.2Threats…………………………………………………………………2

2.1.3InvestigationResults…………………………………………………2

2.2InternalEnvironmentAnalysis…………………………………………3

2.2.1Strength………………………………………………………………3

2.2.2Weakness………………………………………………………………3

2.3FinancialReport…………………………………………………………3

2.3.1CostBreakdown………………………………………………………3

2.3.2Benefits…………………………………………………………………4

2.4RisksManagement………………………………………………………4

2.4.1Risks…………………………………………………………………4

2.4.2RisksManagement……………………………………………………4

2.5DetailedStrategies,ActivitiesandSchedule……………………………5

3.Conclusion………………………………………………………………5

References…………………………………………………………………6

Appendix

1.AnalysisoftheBusiness…………………………………………………7

2.CustomerProfile…………………………………………………………8

3.FocusGroups……………………………………………………………9

4.SWOTAnalysis…………………………………………………………10

5.ActionPlan………………………………………………………………11

6.Costing……………………………………………………………………13

Summary

ThepurposeofthisbusinessproposalistosetupanewsilverjewelryshopinthedowntownofHuZhoutomeetcustomers’demandsandrealizeourprofits.

Withtheacceleratedpaceofmodernization,increasingpeoplepaymoreattentiontothemodernfashion,especiallythewomen,paymoreattentiontotheirownstyleofdress.Inviewofthepricefactor,delicateandshinysilverjewelryisthewomen'sfavoriteonthemarketatpresent.SoIthinkitisanappropriatetimetoopenanewsilverjewelrystore,notonlyfortheprofitswewillget,butalsoforthetestingonmybusiness-handlingabilities.

Furthermore,Ihaveanalyzedtheadvantages,disadvantagesandthefinancialconditionsoftheproject,andIthinktheprojectisreasonableandprofitable.Iftheprojectisapproved,itwilltakesevenweekstocompleteit.

IonlyhaveRMB50,000andthenewshopneedstoborrowRMB50,000frommyparentsandRMB30,000frommyfriendstoimplementinteriordecoration,purchaseequipmentsandmaterials,employandtrainthestaff,andlaunchapromotioncampaign.

Theprojectwillbringincreaseinsalesrevenueandmakeenoughmoneytocoveroverallrunningexpensesinthefirstsixmonths,andthenwilldomoreinthenextdays.Inthefirstyear,theprofitmaynotbeprominent,butfromtheperspectiveofthemarketing,Ithinkinthefuturethenewstorewillsurelyservemorecustomers,increasetherevenueorprofits,andimprovethefinancialstates.

PureandShiningSilverJewelryStoreOpeningProject

1.Introduction

1.1Purpose

ThepurposeofthisbusinessproposalistosetupanewsilverjewelryshopinthedowntownofHuZhoutomeetcustomers’demandsandrealizeourprofits.

1.2Background

Withtheacceleratedpaceofmodernization,increasingpeoplepaymoreattentiontothemodernfashion,especiallythewomen,paymoreattentiontotheirownstyleofdress.Inviewofthepricefactor,delicateandshinysilverjewelryisthewomen'sfavoriteonthemarketatpresent.SoIthinkitisanappropriatetimetoopenanewsilverjewelrystore,notonlyfortheprofitswewillget,butalsoforthetestingonmybusiness-handlingabilities.

1.3Scope

ThisprojectismainlyaboutthepossibilityofopeningasilverjewelryshopinthecityofHuZhou.Aftersurvey,Ifoundthattherearealotofsilvershopsinthedowntown,theirsilverjewelry’sdesignsaresingleandthestylesareless.However,myshopwillmakeupthedeficiency,andwillmeettheneedsofdifferentlevelsofconsumersonbothstylesandprices.Inordertoimprovetheimageoftheshop,wewillprovidetheperfectservicetomeetthecustomers’demands,suchasproductconsultant,professionaladviceandafter-salesservice.

1.4ProblemStatement

Togetaclearideaofthepotentialcustomers,asurveyofcustomerswasconductedbeforethedrawingoftheproposalthroughinterviewandfocusgroupdiscussion.Weinvestigatedandanalyzedthestructureofthecustomerfocusgroups,andhadanunderstandingofdifferentcustomers’expectations,complaintsviewsandneeds.

Finally,theproposalwillfocusonthefollowingquestions:

（1）Isitpossibletoopenanewsilverjewelryshop?

（2）Howtosetupanewsilverjewelryshop?

（3）Howcanwemitigatetherisksthatwewillmeetinthemanagement?

（4）Whatisthemainprocedureofsettingupanewsilverjewelryshop?

（5）Whatcanwebenefitfromthenewsilvershop?

2.Findings

2.1ExternalEnvironmentAnalysis

2.1.1Opportunities

Accordingtothesurveysconductedbeforehand,therearemanygoodopportunitiesforustoopenanewsilvershop,andtheyaresummarizedasfollows:

----Withtheimprovementofpeople'slivingstandard,modernwomenaremoreinthepursuitoffashiontrend.

----Comparedwithothermaterials,fashionablesilverhasarelativelylowproductioncosts.

----Silverjewelryisfeaturedwithexaggerateddesignanduniquestyle,whichismoreinlinewiththecharacteristicsoftheyoung.

----Althoughtherearemanyothersilverjewelryshops,theyareexpensiveandthequalitymaynotbeguaranteed.Oursilverjewelryshoptakesadvantageofthispoint,toprovideconsumerssilverwithlowpriceandfinequality,andexcellentafter-salesservice.

2.1.2Threats

Thenewsilverjewelryshopwillalsobechallengedbythefollowingfactors:

----Withthecompetitiongoingon,therearemoreshopsappearinginthesameareawhichdothesamebusiness.

----TherentinthedowntownofHuZhouisrelativelyhigher.

----Asanewly-openedshop,therearenostablecustomers.

2.1.3InvestigationResults

Wehavecarefullyanalyzedtheopportunitiesandthethreatsofrunningasilverjewelryshop,andhavemadeaninvestigationintothecomplaintsandsuggestionsfromthecustomers.Ingeneral,theexternalenvironmentisfavorable,anditisfeasibletosetupanewshopinthiscity.

2.2InternalEnvironmentAnalysis

2.2.1Strengths

----Ourshophasastablesupplier,whichhasgotgoodreputationandcredibility.

----Oursilverwithgoodquality,anduniquedesignideasandtechnology

----Thetransportationisconvenientandthelocationhasthegeographicaladvantage.

----Ourafter-saleservicewillbecompleteandsatisfactory.

2.2.2Weaknesses

----Thefiercecompetitionmakestheshopfeelthepeerpressure.

----Wearelackofbusinessmanagementandmarketexperience.

----Asanewshop,thefutureisunpredictable.

----Withthelimitedcapital,theoperationwillbecomeabitdifficult.

2.3FinancialReport

2.3.1Costbreakdown

Rentalcost:

ThenewshopwillspendRMB30,000inrentingeachyear.

Decoration:

ThepurchaseofdecorationmaterialsandthelaborcostsforthenewshopwillbeRMB15,000

Laborcosts2,800

Windows1,200

Bigdoor5,200

Ceiling1,200

Paint1,200

Tiles2,000

Lighting1,400

Equipment:

ThecostofequipmentinthenewshopwouldbeRMB9,300

Chairs1,500

Counters6,000

Cashierdesk500

Cashregister1,300

Budget:

T