企业创建.pptVIP

Building a business plan What A business plan is a detailed written document that - defines the goals of business - describes the means you will use to attain *those goals *the advantages to competition * the resources and qualifications of the owners Why Formulating a written business plan will - be a roadmap to follow as business grows and develops - be required if you ever intend to borrow money or establish credit How P278 Organizing Your Business Choosing a form of organization Sole proprietorship? Partnership? Corporation? Eg. GOME, a market stall- top consumer-electronics chain Naming your business and making trade mark(s) Try to make a name Short Easy to remember descriptive of the business capable of drawing attention approved by local or provincial government in accordance with the real business Eg. The composition of trade mark and name 1. Follow the concrete names Eg. Nestle (Henri Nestle) Benz (Karl Benz) Steinway (Henry E. Steinway) Colgate (Willian Colgate) Ford (Henry Colgate) Pierre Cardin (Pierre Cardin) 2. Follow the names of some fictional figures Eg. Apollo, 阿波罗口服液 Daphne, 达芙妮女鞋 Venus 维纳斯手表 3. Common words Eg.- Diamond 手表，暗示耐久的品质 Comfort 洗涤 剂， 暗示其优良品质 Ivory 香皂，暗示其产品光洁的质地 Ladybird 瓢虫，儿童读物，暗示通过细小的物质看大世界， 也暗示其价格低廉 4. Invented words by compounding, shortening, blending ,affixation and deviation Eg. INTEL因特尔 (INTER+NATIONAL) Contac康泰克 (continuous+action) Duracel 劲力 （电池） (durable+cell) Sunkist 新奇士 （橘子） (sun+kissed) Vitasoy 维他 豆奶 (vitamins+soybean) Eg. Super- Superstar 音响 SuperZoom 相机 SuperSlim 减肥食品 Eg. –ex Kleenex 餐巾纸 Rolex 劳力士手表 Windex 家用擦窗器 eg. Uni- Uniball 圆珠笔 Uni-charm 女士卫生用品 Unitool 工具公司 Ultra Ultra-Brite 牙膏 UltraCare 化妆品 Ultra-Seal 密封装置 The stylistic features of trademark Pun (双关） Eg. Nimble 敏捷 （面包） Robust 乐百士 Longevity 长寿保险 2. Metaphor Ajax