创业课程设计报告

创业课程设计报告

1 打算概述3

2 项目背景5

3 市场分析6

4 公司战略14

5 市场营销18

6 生产治理22

7 投资分析23

8 财务分析27

9 治理体系30

10 风险推测33

11. 总结35

工商治理专业创业实验

————迈动鞋业有限责任公司

摘要：随着人们对时尚的认识的进一步深化，每个人心中都有了自己对时尚独有的认识和概念。而追求个性和与众不同成为现在的流行。而D IY—Do It Yourself 和私人定制则成为其中最有效也最受人追捧的方式。而DIY与私人定制成为消费者首选的同时，也为品牌的进展提供了商机。而在手机、香水、服饰等专门多领域都运用顾客定制的策略取得了专门大的市场反响。

我们组通过市场调查了解到，现今市场上能够满足人们关于鞋的个性化需求的品牌还专门少，通过进一步的顾客需求调查推测分析，我们成立了一家以满足都市男性对鞋子的时尚追求，秉承“你的鞋子你做主”为经营理念的有限责任公司。公司采纳“前店后厂”的创新经营模式，致力于高端皮鞋的设计﹑组装﹑销售一条龙服务。且拥有自己的专业原材料采购团队，良好的组装设备，以及专门的市场营销团队，并采纳现代的信息化经营治理模式，有效整合公司产供销全过程。我们一直秉承着顾客至上的原则，在店面直销外，提供网上订购与销售服务，同时从消费者的角度动身，提供优质的售后服务，排除顾客的后顾之忧。

关键词：迈动鞋业；市场分析；组织机构；战略；投资分析

ENTREPRENEURSHIP EXPERIMENT OF BUSINESS ADMINISTRA TION MAJOR

——MAIDONG FOOTWEAR LIMITED LIABILITY COMPANY

Abstract:With the further understanding of fashion people, in the hear t of every man has his own unique understanding to vogue and concepts. And the pursuit of individuality and distinctive become popular now. An d DIY - Do It and private custom has become one of the most effective and most sought ways. DIY and private custom as consumer choice, at th e same time also provides opportunities for the development of the brand. In many fields such as mobile phone, perfume, clothing are using custo mers customized strategy made great market response.

Understands through market investigation, our group on the market to day is able to meet the personalized needs of people about the shoes bra nd is little, customer requirements through further investigation and foreca st analysis, we established a to meet the urban men shoes fashion pursuit, adhering to the "your shoes you decide" is the management idea of a li mited liability company. The company USES the "front shop, back factory " innovation management pattern, is committed to high-end leather shoes design, assembly, sales through-train service. And have their own professi onal raw materials procurement team, good assembly equipment, and speci alized marketing team, and USES the modern information management pat

tern, the effective integration of the company supply process. We have be en adhering to the principle of the supremacy of customers, direct sales i n stores, online ordering and sales services, at the same time from the pe rspective of consumers, to provide quality after-sales service, to eliminate the customer's worries.

Key words:Maidong footfear;Market analysis; The organization;Strateg y;Investment analysis

1 打算概述

1.1 项目概述

随着经济的日益进展，人们生活水平的持续提升，中高档商品的市场需求呈逐步上升趋势。高端、大气的迈动鞋业迎合了都市男性追求自我，确信自我的心理愿。

迈动鞋业秉承高端大气的理念，为消费者提供优质真皮、PU、牛筋等鞋底，以及光革、反革鞋面和羊皮、猪皮等内里，消费者按照自己的需求与喜好进行组装与设计，然后由公司人员负责组装加工为成品鞋。组装过程全过程透亮化，顾客也能够参与其中，感受制鞋的乐趣。与此同时，每一家迈动皮鞋的店面里均设置有顾客座谈区，其目的是让顾客在购物之余