目录一、项目概述............................................................1（一）项目背景...............................................1（二）项目简介...............................................1（三）项目建设规划...........................................2（四）项目投资与经济效益分析.................................4二、项目背景............................................................5（一）项目建设的必要性.......................................5（二）项目经济环境分析.......................................5（三）生鲜商品的种类与特点...................................8（四）太阳在中岭发展生鲜直营连锁的SWOT分析.................9三、项目市场分析与定位.................................................12（一）中岭生鲜产量分析......................................12（二）中岭生鲜消费分析......................................12（三）市场竞争者分析........................................16（四）项目定位..............................................20四、项目建设规划.......................................................23（一）经营模式..............................................23（二）直营店建设............................................23（三）生鲜基地规划..........................................25（四）生鲜物流体系规划......................................26（五）直营店管理............................................30五、人力资源配置.......................................................33（一）组织结构..............................................33（二）人员配置..............................................36六、营销策略...........................................................38（一）产品策略..............................................38（二）价格策略..............................................39（三）销售渠道..............................................39（四）促销手段..............................................40（五）形象工程策划..........................................41七、投资估算与资金来源.................................................42（一）投资估算依据..........................................42（二）投资估算..............................................42（三）资金来源..............................................43八、财务评价...........................................................45（一）财务评价依据..........................................45（二）营业收入、营业税金和附加估算..........................45（三）总成本费用及经营成本估算..............................46（四）财务效益分析..........................................51（五）财务评价结论..........................................51九、风险分析及对策.....................................................52（一）政策风险..............................................52（二）市场风险..............................................52（三）经营风险..............................................52（四）资金风险..............................................52附表...................................................................55附表1建设投资估算表.......................................55附表2流动资金估算表.......................................57附表3项目总投资使用计划与资金筹措表.......................58附表4总成本费用估算表(生产要素法)..........................60附表5固定资产折旧估算表...................................61附表6无形资产及其他资产摊销估算表.........................62附表7...
