商业计划书BusinessPlan中国·北京©论文资源网福寿年华养老院项目目录第一章执行概览.....................................................31.1简介.........................................................31.2企业描述.....................................................31.3产业分析.....................................................31.4市场分析.....................................................31.5营销计划.....................................................31.6管理团队与公司结构...........................................31.7设计和开发计划...............................................41.8企业设计与开发计划..........................................41.9融资计划....................................................4第二章企业描述.....................................................52.1简介........................................................52.2使命陈述....................................................52.3宣传语......................................................52.4产品与服务..................................................52.5法律地位和所有权............................................5第三章产业分析.....................................................63.1产业定义....................................................63.2产业规模、增长速度和销售预测................................63.2.1产业规模..............................................................................................63.2.2增长速度..............................................................................................63.2.3销售预测..............................................................................................63.3产业特征....................................................63.3.1产业结构..............................................................................................63.3.2参与者性质..........................................................................................73.4产业趋势....................................................73.4.1环境趋势..............................................................................................83.4.2人口趋势..............................................................................................83.5远期前景....................................................8第四章市场分析.....................................................94.1市场细分与目标市场选择......................................94.1.1市场细分..............................................................................................94.1.2目标市场的选择..................................................................................94.2购买者行为.................................................104.3竞争者分析.................................................104.3.1直接竞争者........................................................................................104.3.2间接竞争者........................................................................................104.3.3未来竞争者........................................................................................11第五章营销计划....................................................125.1概念转换...................................................125.2活动营销...................................................125.3广告营销...................................................135.3.1广播广告营销策略：..................
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