DIY蛋糕店创业策划案 毕业论文.docVIP

毕业设计(策划案) 题 目 DIY蛋糕店创业策划案 学 院 文化传播学院 专 业 影视广告（文案与策划） 学生 姓名 谢东明 指导 老师 马 敏 摘 要 【中文摘要】 伴随着各省市高校的扩张，各大学城基础设施的日益完善大学生市场的日益完善，现如今大学生消费在当今全民消费中的比重也在逐步提升。大学生消费逐步理性化，个性化，人文化已是一个不争的事实。在面对具有宽广消费潜力的大学生市场和个性十足的大学生消费者，要想进入这个市场，与大学生消费者的性格磨合是必不可少的，满足大学生消费者的生理需求和心理需求，创办个性十足的店才能生存发展下去。而DIY蛋糕店就是这样一个充分迎合大学生心理需求，并作为引领大学生消费市场进入一个新的阶段。在这里我们经营的已经不仅仅是产品，更是一种体验，一种文化。所以DIY蛋糕店挺进北大学城既是对市场的一个机遇，也是对消费者的一个惊喜。 【关键词】 DIY 蛋糕店 大学生 大学城 创业策划 营销推广 创业评估 Summary With the expansion of the provinces, the university city college infrastructure to improve college students market growing increasingly perfect, nowadays consumption in todays universal expends the proportion also gradually to ascend. College students consumption gradually rationalizations’, individuation, humanize already is an indisputable fact. In the face of college students with broad consumer potential market and individual character is dye-in-the-wood college students to enter the consumer market, and college students consumer character break-in is indispensable, satisfy consumer physiological needs and college students psychological needs, the founder of individual character is dye-in-the-wood shop to survive development down. And DIY cake shop is such a fully cater to college students psychological needs, and as a leading consumption market into a new stage. Here we management is not only a product, is also a kind of experience, a culture. So DIY cake shop to market their university of north is an opportunity for consumers, but also a surprise. Keywords：Do It Yourself Bakery College students university town Entrepreneurial planning Marketing Venture evaluation . 目 录 1 市场分析 4 1.1市场背景 4 1.1.1市场概括 4 1.1.2外部环境对行业的影响行业 5 1.1.3市场趋势 5 1.2竞争状况 6 1.3 消费者分析 6 1.3.1消费者的购买习惯 6 1.3.2消费者趋势 7 2 产品分析 11 2.1固有内涵： 12 2.2应有内涵： 12 3 营销推广 12 3.1市场调查与分析 12 3.2有效的产品规划与管理 13 3.3终端建设与人员管理 13 4 促销活动策划与宣传 14 5 风险评估与防范 17 5.1时间的考验 17 5.2