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我的创业计划书

producti on capa city, increase the inte nsity of商业计划署商业

第一章项目背景

婚庆行业作为一个古老行业，有着非常深厚的文化底蕴与内涵，婚庆行业作为一个新兴的文化产业，更有着广阔的发展潜力与空间，充满了无限的商机与活力，日益引起社会各界的广泛关注与认同。

婚庆产业集中体现了一个国家、一个名族、一个区域的既传统又现代的婚俗文化特征。而婚俗文化特征中既有传统文化的积淀，又不可避免地受到外来的各个层面的文化的影响。因此婚庆活动过程无不反映出某种特定的文化概念。

从1898年全国第一件洋白沙引入上海，到一时的白婚纱的流行，从以红色吉祥色为主的中式婚礼到几天的中西合璧仪式，甚至更多的个性化婚礼的迈沿。如烛光婚礼，别墅草坪婚礼，教堂婚礼，游轮婚礼乃至潜水婚礼、冰雪混、热气球婚礼，无一不显示着当今青年人的文化气息，在婚礼创新方面追求个性和时尚。正因为婚礼消费的特殊性，便带来了更多的商机。

如今，各种奇异的婚典形式频繁地见于给类媒体，同时也被越来越多的年轻人所接收和认可。喜结良缘无疑是人生的一大喜事，但操办婚典却令人头痛。要把喜事办的隆重热闹而又体面省钱，自然少不了东奔西跑，随之专门提供婚庆服务的婚庆公司应运而生。

自上世纪90年代起，化妆、司仪、摄影摄像、场景布置等婚礼服务正逐渐形成，走向成熟，大大小小的婚庆公司如雨后春笋般茁壮成长，从10家左右增长到现在的100多家公司，从事婚庆这一行业的人员也越来越多。如何建立良好的竞争环境，加强行业自律，提倡在竞争中完善竞争法则，反对各种形式的不正当竞争，在市场竞争中球的这个行业的健康和持续发展，成为这一行业亟待解决的首要问题。

婚庆行业的发展自然离不开婚庆公司的支持，而所谓的婚庆公司是指能够承接婚礼策划实施的专业机构，主要的目标消费者是初涉爱河的未婚男女。目前，婚庆公司逐步发展为集喜庆文化研究与传播、传媒建设、喜庆用品开发及连锁经营于一体的大型企业集团。

第二章企业概况

environme nt access system, promoti ng industry a ccess a nd environmental conditi ons of access of e nterprise s to t he Park, industrial park, i n pr inciple, no longer the class on the ne w project. Thir dly, prom oting re placeme nt and re construction of heav ily polluti ng industrie s, mergers a nd r eorgani zations, gui de e nterprise s to energy conservation, re cycli ng and low-carbon a nd clea n pr oduction, a nd im prove t he level of green devel opment. Four to establi sh a long-term supe rvision mecha nism, increase the i ntensity of speci al inspe ctions, i nvestigate and puni sh t he re ctification is not in place, normal busi ness of runni ng anti-polluti on i nstallations do not. (Iii) linkage to promote flood control water, drainage, water supply, improvi ng water savi ng. S peed up cross ang support river dike reinfor cement, and along Pu sea wall exce pt insurance rei nforceme nt, and Lake Qian slui ce, a nd BA Cao slui ce, a nd cloud cover re servoi r, focus fl ood control drainage engi neeri ng constr ucti on, vig orously implementation "strong li brary" "solid di" "spread row" e ngine ering, i ncrea sed ge ologi cal disa ster hi dde n points gover nance efforts, solid a dvance small ba sin torre nt disa ster governance, efforts from essenti ally sol ution basi n sex, a nd regi onal flood contr ol drain age capacity insufficie nt of proble m. V igorously impleme nt the pi ers, algae a nd ot her water sources pr otection and, pr omoting r ural drinki ng water safety projects, setting up water pri cing reform and environmental protecti on me cha nism, gui ding water dept h. Further soil poll ution and repai r, strengt hen agri cult ural non-poi nt source polluti on preventi on, mountai n, water, forest s, fields, l akes, various eleme nts mutua l long. Four, manage to tighte n control, to play "three to split" battle. Xia Baol ong, Se cretary of provi nci al party Committee stressed t hat whil e the "three to split" operation time i s over three year s, but "three to split" must conti nue t o catch on, and resolve a split cannot be cha nged. All localities and de partments t o

the village and "no una uthorised" cre ated

producti on capa city, increase the inte nsity of

2.1 公司基本情况

公司名称：爱唯依创意婚礼有限责任公司

公司标识：

成立时间：2011年05月20日

注册资本：50万

注册地点：山西省太原市长风街628号

2.2 公司概况

爱唯依有限责任公司是一家专业从事创意婚庆礼仪的服务型企业。它拥有强有力的创意团队，针对"爱情唯一"的特点，以至真至诚，尽善尽美，引导时尚为己任，推陈出新，锐意进取，实行深度定制化，一对一服务。专门为每一对即将步入婚姻殿堂的新人创造属于他们自己的独一无二的婚礼，这就是爱唯依公司的宗旨。

2.3 企业战略与目标

爱唯依公司采用的是差异化的战略以实现公司的基本目标，注重的是特色婚礼，推行的理念是“创造属于自己的结婚庆典”，这是本公司最不同于其他婚庆公司的特点。

具体战略目标如下：

（1）2011年到2014年：导入市场，提高公司知名度，树立品牌形象，增加企业无形资产，进一步完善和健全客户网络；扩展服务内容，提高服务质量。

（2）2014年到2020年：打造为山西省知名婚庆公司，进军市场主导地位，并在品牌效应下，开设多家分公司；同时拓宽全国范围内的业务渠道，为全国的新人提供更多更好的服务。

（3）2020年以后：为成为中国婚庆行业的领导者而努力。并积极谋求上市，为公司的进一步发展进行融资。

第三章市场营销计划

reatment of heavily polluting i ndustries. Accordi ng to muni cipal, and muni cipal g overnment depl oyment of seve n big heavy pollution industry regulation "three years a ction plans", requir ements to December 2016 e nd of Qia n, all included shut st opped elimi nated of enter prise al l shut stopped eli minated in pl ace; June 30, 2017 Qia n, all included place regulati on upgrade a nd aggl omeration restr uct uring of enter prise by unified standard reg ulation in pl ace, late not standard of enterpri se are impleme ntation disconti nue d; June 30, 2018 Qian, all intends Park production of enterpri se relocati on Park i n pla ce, late not Park of are di scontin ued. In the process of renovati on, wi ll focus on four aspects: to firmly close the high energy consumption and heavy polluti on, hopeless enter prise gover nance a nd pr oducti on li nes, elimi nated a number of yearly emission intensity, l ow value-adde d pr oducts of ba ckwar d production capa city. Second, we must stri ctly enforce t he space, total project "Trinity" environme nt access sy stem, promoti ng industry a cce ss and envir onmental conditi ons of acce ss of enter prise s to the Park, industrial park, in principle, no l onger the class on the ne w project. T hirdl y, pr omoting re placement and reconstr ucti on of heav ily pol luting i ndustries, mergers a nd re organizat ions, g uide enterpri ses to e nergy conservation, recycli ng and low-car bon and clea n pr oduction, and improv e the level of gree n devel opme nt. Four to establish a long-term supervi sion mechanism, i ncrea se the i ntensity of spe cial inspe ctions, inve stigate and punish t he rectificati on i s not i n place, normal busine ss of runni ng anti-polluti on i nstallations do not. (Iii) linkage to pr omote flood control wate r, drainage, water suppl y, impr oving water savi ng. Spee d up cross ang support river dike reinforcement, and along Pu seawall except insura nce rei nforceme nt, and Lake Qian slui ce, and BA Cao sl uice, and cloud cover reservoir, focus flood control drai nage e ngineeri ng constr ucti on, vigor ously implementation "strong li brary" "solid di" "spread row" e ngine ering, i ncreased geological disa ster hidde n poi nts gover nance efforts, solid adva nce small ba sin torre nt disa ster governa nce, efforts from essentially sol ution basi n sex, and regional flood control drainage capa city insufficient of pr obl m. V igorously impleme nt the pi ers, algae a nd ot her water source s prote ction and, pr omoting rural drinki ng water safety proje cts, setting up water prici ng reform and e nvironmental pr otecti on mechani sm, gui ding water depth. Further soil poll ution a nd re pair, strengthe n agricultural non-point source poll ution preve ntion, mountain, wate r, forests, fields, lakes, vari ous elements mut ual long. Four, manage t o tighten contr ol, to play "thre e to spl it" battle. Xia Baol ong, Secretary of pr ovincial party Committee stressed t hat whil e the "three to split" operation time is over three year s, but "three to split" must conti nue to catch on, a nd re solve a split ca nnot be cha nged. All localities and departments to

the village and "no una uthorised" cre ated2

producti on capa city, increase the inte nsity of爱唯依创意婚礼有限责任公司3.1 企业所处行业分析

3.1.1 企业所处行业概述

婚庆行业是一个古老而新生的行业，从诞生到发展经历了几千年的变化，有着非常深厚的文化底蕴与内涵。随着时代的发展，人们对婚礼内容与形式的要求变的更高，很多人希望自己的婚礼能够与众不同，能够有更多的新意与浪漫的氛围。这样创意婚庆行业作为一个新兴的文化产业，有着广阔的发展潜力与空间，充满了无限的商机与活力，日益引起社会各界的广泛关注与认同。婚庆产业集中体现了一个国家、一个名族、一个区域的既传统又现代的婚俗文化特征。在婚庆产业快速发展的过程中，相关企业也越来越注重品牌服务和规模经营，婚庆的高层次服务也在增多，整个行业都在为满足当代青年多元化、时尚化、个性化、追求浪漫服务的需求而努力，婚庆产业大的产业链正在逐渐形成。

中国的婚庆行业真正的发展从1990年开始，到现在已经有20年的发展历史。现如今，婚庆市场的蛋糕是越做越大，并且牵动了婚纱摄影、美容美发、首饰礼品、烟酒餐饮、交通旅游、家具用品等众多相关产业的发展。统计数字表明，近年来，我国的婚庆综合消费能力达数千亿元人民币，发展前景不容小窥。

3.1.2 对行业发展方向的预测

目前太原市场上的婚庆公司数量较多，有一部分的婚庆公司信誉良好，价格合理，在社会上的口碑很好，这些公司一般规模大，经营时间较长，资金雄厚，而且这些婚庆公司一般都是太原婚庆礼仪行业协会理事单位。还有一部分是小型婚庆公司，他们力量有限，资金有限，知名度低，所以他们一般采用低价策略来吸引顾客，部分公司还存在各种不合理，不规范的操作，有些服务人员素质低下，服务理念落后、服务内容单一，缺乏完善的经营理念和婚庆文化的支持，所能提供的婚庆服务千篇一律，婚礼主题不鲜明，呆板、缺乏新意、缺乏个性、格调低下，无法满足人们对婚庆意义的需要。

我们在调查中发现未来几年市场将以80、90后人群为目标顾客，独特的创意，深度的定制服务，甜蜜浪漫的氛围必然会吸引他们，使他们能够实现自己梦中的婚礼。所以创办创意婚礼有限责任公司一定能在婚庆市场上分得一块蛋糕。

3.1.3 对驱动因素的分析

作为一个朝阳产业，目前我国每年有约1000万对新人喜结良缘，新婚人群

environme nt access system, promoti ng industry a ccess a nd environmental conditi ons of access of e nterprise s to t he Park, industrial park, i n pr inciple, no longer the class on the ne w project. Thir dly, prom oting re placeme nt and re construction of heav ily polluti ng industrie s, mergers a nd r eorgani zations, gui de e nterprise s to energy conservation, re cycli ng and low-carbon a nd clea n pr oduction, a nd im prove t he level of green devel opment. Four to establi sh a long-term supe rvision mecha nism, increase the i ntensity of speci al inspe ctions, i nvestigate and puni sh t he re ctification is not in place, normal busi ness of runni ng anti-polluti on i nstallations do not. (Iii) linkage to promote flood control water, drainage, water supply, improvi ng water savi ng. S peed up cross ang support river dike reinfor cement, and along Pu sea wall exce pt insurance rei nforceme nt, and Lake Qian slui ce, a nd BA Cao slui ce, a nd cloud cover re servoi r, focus fl ood control drainage engi neeri ng constr ucti on, vig orously implementation "strong li brary" "solid di" "spread row" e ngine ering, i ncrea sed ge ologi cal disa ster hi dde n points gover nance efforts, solid a dvance small ba sin torre nt disa ster governance, efforts from essenti ally sol ution basi n sex, a nd regi onal flood contr ol drainage capacity insufficie nt of proble m. V igorously impleme nt the pi ers, algae a nd ot her water sources pr otection and, pr omoting r ural drinki ng water safety projects, setting up water pri cing reform and environmental protecti on me cha nism, gui ding water dept h. Further soil poll ution and repai r, strengt hen agri cult ural non-poi nt source polluti on preventi on, mountai n, water, forest s, fields, l akes, various eleme nts mutua l long. Four, manage to tighte n control, to play "three to split" battle. Xia Baol ong, Se cretary of provi nci al party Committee stressed t hat whil e the "three to split" operation tim e i s over three year s, but "three to split" must conti nue t o catch on, and resolve a split cannot be cha nged. All localities and de partments t o the village and "no una uthorised" cre ated3

producti on capa city, increase the inte nsity of

愿意把积蓄的31%用于婚庆有关的消费，全国每年因婚礼当日而产生的消费接近3000亿元。政府对于婚庆行业的支持力度也在不断加大，但同时由于婚庆行业处于起步阶段，没有行业规范，其中部分婚庆公司不正当竞争，蒙骗顾客，使得顾客对整体信任度下降。

政府于2009年12月份发布了关于婚庆的国家新出台了法律，首部《婚姻庆典服务》国家标准，该标准对婚庆服务的服务内容、婚礼仪式开始时间和举行地点、服务项目、服务费用、双方主要权利义务、双方违约责任等十多项条款进行约定。后面国家也会陆续颁布更多关于婚庆行业的法律规范。此举也会对婚庆市场的规范性起到推动作用。让婚庆行业走上正规化，标准化的道路。

3.2 市场及竞争分析

3.2.1 对市场进行细分

我公司根据市场需求的多样性和差异性，建立特色的市场细分以便选择确定自己的目标市场。

A．强调和注重专业创意婚庆团队的组建，推出特色服务，根据每对新人的需求，为他们竭尽全力打造独一无二、永生难忘的婚礼。满足他们举办真正属于自己婚礼的需求。

在太原市基本上还没有真正拥有一流策划和执行能力的、面向中高端市场的婚庆公司，可以让你放心地把整个婚礼外包给他们。往往到最后你会发现，新郎和新娘几乎不得不把自己变成婚庆公司的木偶。既然很多新人有对创意婚礼的需求，那我们就要做一家这样的婚庆公司，在太原市范围内，提供最特别的场地，特别的结婚方式，最顶级的灯光、舞美，最好的背板和大屏，最优秀的MV导演和视频短片制作公司，最有品位的鲜花、烛台乃至餐桌上的名卡供应商，最靓丽而训练有素的礼仪小姐，最优秀的现场乐队和最稳定的音响管理，最重要的是，要根据新人的要求拿出量体裁衣而不是千篇一律的、充满创造力和想象力而不是照本宣科的策划，根据这样的策划再做出环环相扣、完美无缺而不是顾此失彼、漏洞百出的执行。这就是我们公司的宗旨。

B．针对现代人需要提供具有独特品味和个人风格的婚礼创意，提出创意优先的婚礼营销理念，更新和完善婚庆经营模式。

据了解，目前太原市的婚庆公司多如牛毛，但他们的套路都大同小异，往往

implementation "strong li brary" "solid di" "spread row" e ngine ering, i ncreased geological disa ster hidde n poi nts gover nance efforts, solid adva nce small ba sin torre nt disa ster governa nce, efforts from essentially sol ution basi n sex, and regional flood control drainage capa city insufficient of pr obl m. V igorously impleme nt the pi ers, algae a nd ot her water source s prote ction and, pr omoting rural drinki ng water safety proje cts, setting up water prici ng reform and e nvironmental pr otecti on mechani sm, gui ding water depth. Further soil poll ution a nd re pair, strengthe n agricultural non-point source poll ution preve ntion, mountain, wate r, forests, fields, lakes, vari ous elements mut ual long. Four, manage t o tighten contr ol, to play "thre e to spl it" battle. Xia Baol ong, Secretary of pr ovincial party Committee stressed t hat whil e the "three to split" operation time is over three year s, but "three to split" must conti nue to catch on, a nd re solve a split ca nnot be cha nged. All localities and departments to the village and "no una uthorised" cre ated4

producti on capa city, increase the inte nsity of爱唯依创意婚礼有限责任公司走的都是俗不可耐的大红大金路线，主持人基本都是说相声的调子，他们比较熟悉的业务就是布置花车、扎气球、放鞭炮、外加组织一、二、三拜，顺带折腾新郎新娘伸着脖子瞪着眼睛去咬一个丑兮兮的苹果。这种普遍的婚庆模式本身缺乏品牌内涵与差异化，仅仅是走一种老化的形式，不能够充分地体现婚庆所具有的独特形象和品牌价值。为了在婚庆市场竞争中立于不败之地，我们公司力争在营销定位上摈弃传统和俗套的婚庆文化策略，转而将引导时尚和推陈出新为宗旨，“一对一”专业定制化服务的创意婚礼理念作为品牌的营销方向。

3.2.2 预测目标市场前景

1）当今社会的人们追求流行与时尚，这将极大的促进婚庆行业的发展，使这个行业走上可持续发展的道路；

2）虽然不是日杂销售，但是无论什么样的人群，一生中终究会与自己心爱的人迈进婚姻的殿堂，因此婚庆并非是为特殊人群设计的，而是大众行业；

3)半数以上的新人将吉日选在“五一”“十一”、元旦、春节期间，这必然形成结婚高峰期。结婚人数增多，促使了婚庆生意的日益火爆。如果我们爱唯依创意婚礼有限责任公司能够提供优质的新颖的服务，定会分得婚庆市场的一块蛋糕；

4）太原市婚庆服务的同质化，不足以满足个性化需求。所谓的创意婚庆消费市场不成熟，缺乏为高收入和追求个性的新婚人群量身定做的产品和服务。个性化、多元化已经成为都市人群的新潮流，所以，我们的创意婚礼有限责任公司一定会有很好的发展。

3.2.3 竞争环境分析

从调查了解到的情况来看，除个别公司取得了一定的市场之外，大多数的太原市婚庆公司都没有将自己展示给消费者，即在大的环境中不能凭借自己的优势去开拓更大的市场。门店大小不同，所附带的业务也有所不同，一般的公司只有主持婚礼，化妆摄影，组织庆典等业务。基本都是单店经营，尚未连锁，各自为阵，单打独斗，与其他婚庆公司相比各方面均处于弱势。

主要竞争对手分析---山西艺翔婚庆礼仪公司

1）优点：

a．山西艺翔婚庆礼仪公司优先进入太原市场，在太原婚庆市场中已经获得

environme nt access system, promoti ng industry a ccess a nd environmental conditi ons of access of e nterprise s to t he Park, industrial park, i n pr inciple, no longer the class on the ne w project. Thir dly, prom oting re placeme nt and re construction of heav ily polluti ng industrie s, mergers a nd r eorgani zations, gui de e nterprise s to energy conservation, re cycli ng and low-carbon a nd clea n pr oduction, a nd im prove t he level of green devel opment. Four to establi sh a long-term supe rvision mecha nism, increase the i ntensity of speci al inspe ctions, i nvestigate and puni sh t he re ctification is not in place, normal busi ness of runni ng anti-polluti on i nstallations do not. (Iii) linkage to promote flood control water, drainage, water supply, improvi ng water savi ng. S peed up cross ang support river dike reinfor cement, and along Pu sea wall exce pt insurance rei nforceme nt, and Lake Qian slui ce, a nd BA Cao slui ce, a nd cloud cover re servoi r, focus fl ood control drainage engi neeri ng constr ucti on, vig orously implementation "strong li brary" "solid di" "spread row" e ngine ering, i ncrea sed ge ologi cal disa ster hi dde n points gover nance efforts, solid a dvance small ba sin torre nt disa ster governance, efforts from essenti ally sol ution basi n sex, a nd regi onal flood contr ol drainage capacity insufficie nt of proble m. V igorously impleme nt the pi ers, algae a nd ot her water sources pr otection and, pr omoting r ural drinki ng water safety projects, setting up water pri cing reform and environmental protecti on me cha nism, gui ding water dept h. Further soil poll ution and repai r, strengt hen agri cult ural non-poi nt source polluti on preventi on, mountai n, water, forest s, fields, l akes, various eleme nts mutua l long. Four, manage to tighte n control, to play "three to split" battle. Xia Baol ong, Se cretary of provi nci al party Committee stressed t hat whil e the "three to split" operation tim e i s over three year s, but "three to split" must conti nue t o catch on, and resolve a split cannot be cha nged. All localities and de partments t o the village and "no una uthorised" cre ated5

producti on capa city, increase the inte nsity of

implementation "strong li brary" "solid di" "spread row" e ngine ering, i ncreased geological disa ster hidde n poi nts gover nance efforts, solid adva nce small ba sin torre nt disa ster governa nce , efforts from essentially sol ution basi n sex, and regional flood control drainage capa city insufficient of pr obl m. V igorously impleme nt the pi ers, algae a nd ot her water source s prote ction and, pr omoting rural drinki ng water safety proje cts, setting up water prici ng reform and e nvironmental pr otecti on mechani sm, gui ding water depth. Further soil poll ution a nd re pair, strengthe n agricultural non-point source poll ution preve ntion, mountain, wate r, forests, fields, lakes, vari ous elements mut ual long. Four, manage t o tighten contr ol, to play "thre e to spl it" battle. Xia Baol ong , Secretary of pr ovincial party Committee stressed t hat whil e the "three to split" operation time is over three year s, but "three to split" must conti nue to catch on, a nd re solve a split ca nnot be cha nged. All localities and departments to

the village and "no una uthorised" cre ated 6

一定的知名度，在消费者心中已经具有一定的影响力。

b ．山西艺翔婚庆礼仪公司经营范围较广，在其他公司竞争力弱的情况下，

同时突出特色服务，对吸引更多的顾客有一定的辅助作用，

2）缺点：

a ．该公司只负责策划然后就直接转给第三方公司去具体做，包括工作人员，

现场督导。

b.产品价格单一，没有梯度，不能满足顾客多样化的需求。

3.3 销售与促销

3.3.1 产品进入市场方式：

1）选取市场广阔，消费能力高的和信摩尔商业区进行试点推广；

2)在和信摩尔商业区取得一定成绩后，在山西省其他地区开设分店；

3)在前两步进行的同时可以进行广告的投放，可以通过有针对性的电视节

目,广播栏目,报纸等进行宣传,提高本公司的形象与知名度。

3.3.2 销售过程的设计：

建立公司的销售网站，实行两条腿走路，网站面向全国市场。及时发布本公

司婚庆服务的新动态。网站上要上传创意婚礼的图片与视频，让客户能更直观的

了解，销售图如下：

3.3.3 销售方法：

（1）公司高层带队做好销售工作，同时培训和吸收销售方面的人才并以他们

为主力军搞好公司的销售工作。

（2）采取自建销售网络为主的方式，以销售分公司和网络销售为主要手段，

producti on capa city, increase the inte nsity of 爱唯依创意婚礼有限责任公司

implementation "strong li brary" "solid di" "spread row" e ngine ering, i ncrea sed ge ologi cal disa ster hi dde n points gover nance efforts, solid a dvance small ba sin torre nt disa ster governance, efforts from essenti ally sol ution basi n sex, a nd regi onal flood contr ol drainage capacity insufficie nt of proble m. V igorously impleme nt the pi ers, algae a nd ot her water sources pr otection and, pr omoting r ural drinki ng water safety projects, setting up water pri cing reform and environmental protecti on me cha nism, gui ding water dept h. Further soil poll ution and repai r, strengt hen agri cult ural non-poi nt source polluti on preventi on, mountai n, water, forest s, fields, l akes, various eleme nts mutua l long. Four, manage to tighte n control , to play "three to split" battle. Xia Baol ong, Se cretary of provi nci al party Committee stressed t hat whil e the "three to split" operation tim e i s over three year s, but "three to split" must conti nue t o catch on, and resolve a split cannot be cha nged. All localities and de partments t o

the village and "no una uthorised" cre ated 7

同时配合一部分的分销渠道。

3.3.4 销售队伍的组织

（1）组织方式

创意婚礼销售队伍广泛吸收拥有良好的沟通技巧、组织表达能力、与较高销

售素质的人才组建销售团队，同时特别注重吸收一些对创意婚礼销售有独特理解

与创新能力的人才。使其能够为客户提供形象具体的，易于理解的创意设计。使

客户进一步的理解创意婚礼和公司的服务内容与宗旨。

一个销售团队由销售经理带队同时下设三个销售小组，每个小组设组长一

名，该组长具体负责该组的销售活动与对组员的监督、指导工作，同时要接受销

售经理的领导、对其负责。

（2）职责与考核管理办法

销售经理职责：

1）在销售总部领导下，和各部门密切配合完成创意婚礼的销售工作。

2）严格遵守公司各项规章制度，处处起到表率作用。

3）制订创意婚礼销售计划确定销售政策，设计销售模式。

4）销售人员的招募、选择、培训、调配。

5）销售业绩的考察评估与销售渠道与客户管理。

销售组长职责：

1）严格执行销售部制定的销售计划，及时汇报创意婚礼销售中出现的情况。

2）组织本组成员积极开展销售工作。

3）努力为客户服务，认真讲解创意婚礼的方式，特点与人性化服务，解决

producti on capa city, increase the inte nsity of

好销售过程中的问题

销售人员：

1）坚持上级的领导，积极开展并做好创意婚礼销售工作。

2）为客户提供高质量的服务,使客户对创意婚礼有良好的认识，避免客户产生不必要的误解。

考核管理办法：

以创意婚礼中的工作绩效和客户对创意婚礼的认识和服务满意度为主要参考内容，实行绩效激励措施。分等级予以不同的待遇，以提高员工的工作积极性。 A级超额完成创意婚礼销售指标，客户满意度达到95%以上

B级按期完成创意婚礼销售指标，客户满意度达到90%以上

C级未能完成创意婚礼销售指标，客户满意度未达到90%

3.3.5 品牌营销战略的实施

第一步，提出创意优先的婚庆营销理念，崇尚创意，独特与个人风格。

第二步，（即与第一步同步进行的）打出品牌优势，吸引消费群。

第三步，落实配套服务，即无偿服务与有偿服务。无偿服务是指从风格设定，服装搭配，创意策划及各种问题解答的指导性服务。有偿服务是指为一些商家，公司等开展营销活动时提供临时借用的大型婚庆道具的服务。

3.3.6 定价策略：

1)定价目标：迅速扩大创意婚礼市场的占有率同时努力提高企业知名度，并保证经营利润为企业的进一步发展提供保证。

2)定价方式：根据不同的婚礼产品服务指定相映的价格。而且所定的价格要突出婚礼的喜庆，浪漫与新颖。

producti on capa city, increase the inte nsity of 爱唯依创意婚礼有限责任公司 reatment of heavily poll uting i ndustries. Accordi ng to municipal, a nd muni cipal g overnme nt de ployme nt of seve n big heavy poll ution industry reg ulation "three year s acti on plans", requirements t o De cember 2016 end of Qian, a ll included shut stoppe

d eliminat

e d o

f e nterprise all shut st opped eliminated i n pla ce; J une 30, 2017 Qian, all i ncl ude d pla ce re

g ulation upgrade a nd aggl omeration restructuri ng of enter prise by unified standar d regul ation in place , late not standard of enter prise are implementati on disconti nue d; J une 30, 2018 Qian, all inte nds Park producti on of enter prise rel ocation Park i n place , late not Park of are discontinued. In t he proce ss of renovati on, will focus on four aspe cts: to firmly close the hig

h energy consum ption and heavy poll ution, hopeless enter prise g overna nce and production lines, elim

i nated a num ber of yearly emi ssion inte nsit y, low value -a dde d products of backw ard producti on capa city. Second, we m ust strictly enforce the spa ce, total project "Trinity"environme nt access system, promoti ng industry a ccess a nd environmental conditi ons of access of e nterprise s to t he Park , industrial park, i n pr inciple, no longer the class on the ne w project. Thir dly, prom oting re placeme nt and re construction of heav

ily polluti ng industrie s, mergers a nd r eorgani zations, gui de e nterprise s to energy conservation, re cycli ng and low-carbon a nd clea n pr oduction, a nd im prove t he level of green devel opment. Four to establi sh a long-term supe rvision mecha nism, increase the i ntensity of speci al inspe ctions, i nvestigate and puni sh t he re ctification is not in place , normal busi ness of runni ng anti -polluti on i nstallations do not. (Iii) linkage to promote flood control water, drainage , water supply, improvi ng water savi ng. S peed up cross ang support river dike reinfor cement, and along Pu sea wall exce pt insurance rei nforceme nt, and Lake Qian slui ce, a nd BA Cao slui ce, a nd cloud cover re servoi r, focus fl ood control drainage engi neeri ng constr ucti on, vig orously implementation "strong li brary" "solid di" "spread row" e ngine ering, i ncrea sed ge ologi cal disa ster hi dde n points gover nance efforts, solid a dvance small ba sin torre nt disa ster governance, efforts from essenti ally sol ution basi n sex, a nd regi onal flood contr

ol drainage capacity insufficie

nt of proble m. V igorously impleme nt the pi ers, algae a nd ot her water sources pr otection and, pr omoting r ural drinki ng water safety projects, setting up water pri cing reform and environmental protecti on me cha nism, gui ding water dept h. Further soil poll ution and repai r, strengt hen agri cult ural non-poi nt source polluti on preventi on, mountai n, water, forest s, fields, l akes, various eleme nts mutua l long. Four, manage to tighte n control , to play "three to split" battle. Xia Baol ong, Se cretary of provi nci al party Committee stressed t hat whil e the "three to split" operation tim e i s over three year s, but "three to split" must conti nue t o catch on, and resolve a split cannot be cha nged. All localities and de partments t o the village and "no una uthorised" cre ated 9

浪漫海洋婚礼可定价为 18888元

我心永恒定价为16888

甜蜜热气球之旅为8666

producti on capa city, increase the inte nsity of

implementation "strong li brary" "solid di" "spread row" e ngine ering, i ncreased geological disa ster hidde n poi nts gover nance efforts, solid adva nce small ba sin torre nt disa ster governa nce , efforts from essentially sol ution basi n sex, and regional flood control drainage capa city insufficient of pr obl m. V igorously impleme nt the pi ers, algae a nd ot her water source s prote ction and, pr omoting rural drinki ng water safety proje cts, setting up water prici ng reform and e nvironmental pr otecti on mechani sm, gui ding water depth. Further soil poll ution a nd re pair, strengthe n agricultural non-point source poll ution preve ntion, mountain, wate r, forests, fields, lakes, vari ous elements mut ual long. Four, manage t o tighten contr ol, to play "thre e to spl it" battle. Xia Baol ong , Secretary of pr ovincial party Committee stressed t hat whil e the "three to split" operation time is over three year s, but "three to split" must conti nue to catch on, a nd re solve a split ca nnot be cha nged. All localities and departments to

the village and "no una uthorised" cre ated 10

3.3.7 促销

公司建设初期为了使广大的消费者了解创意婚礼，提高企业在婚礼创意的知

名度，提高公司业务的增长率可以开展一个免费提供甜蜜热气球婚礼的活动。

活动主题：甜蜜的约定

活动方式：凡是最近1个月注册结婚但没举办婚礼的新人，凭结婚证前来报名登

记。公司将会随机抽取3对新人，为之免费举办甜蜜热气球婚礼。

广告：为造成高的广告注目率，使用整体营销手法，在婚庆城投入巨幅广告。

在大众媒体和专业媒体上发布制作精良的企业创意婚礼形象广告，广告力求信息

传达准确到位，同时配以企业提供的各种创意婚礼的图片、视频和参加过创意婚

礼的新人感受则会取得更为良好的效果。

例如：在报纸上刊登创意婚礼举行中新人甜蜜瞬间的图片，并用浪漫温馨的

文字加以修饰，突出婚礼的与众不同。在电视台或网络视频中使用创意婚礼的宣

传片，该片力求表现婚礼的浪漫、甜蜜、与众不同，使广大的潜在客户能通过该

广告更好的了解创意婚礼。

第四章管理组织计划

4.1 公司采用直线职能制组织结构，结构图如下：

4.2 工作描述与职能分析总经理

企

划

部人事

部销售部财务部客服

部

一

组二组三组

producti on capa city, increase the inte nsity of爱唯依创意婚礼有限责任公司总经理：负责本公司主要项目以及各种重要事件的处理，组织制定本公司战略发展规划并组织引导推进实施；根据公司发展目标方向，制定短、中、长期发展战略规划；制定年度经营计划和实施计划；进行监督、控制和指导；

企划部：主要负责策划新人婚礼，以及对外宣传和广告策划；收集国内相关资料等；

人事部：负责公司人员的培训考核，协调各部门在人事工作上的问题，保证人事体系的正常运作以及人员的招聘；

销售部：主要负责婚庆现场相关事宜。具体分配如下：销售一组负责联系场地以及场地的安排；同时还负责摄像刻碟工作；销售二组负责安排婚车、鲜花、司仪以及为新郎新娘化妆；销售三组负责联系婚宴以及维护婚礼现场的秩序；

财务部：负责资料、档案以及财务的管理；定期做出财务报表及资产负债表；

客服部：负责处理客户的信息，将客户对婚礼的要求一一记录以及整理客户资料等等。

4.3 公司人员管理制度

4.3.1 员工任用制度

（1）本公司招聘原则为公开招聘、严格考核、择选录用；采用社会招聘、人才交流机构介绍、本公司员工推荐、个人自荐等形式进行招聘；

（2）企划部招聘人员应该具备独特的创造力，能深刻理解顾客需求，有能力为新人提供属于他们的创意婚礼；

（3）销售部招聘人员要有较强的专业知识，吃苦耐劳。

4.3.2 绩效考核制度

（1）绩效考核的目的：

绩效考核的目的是使上级能够对部下具有的担当职务的能力以及能力的发挥程度进行分析，做出正确的评价，进而做到人尽其才，客观合理地安置组织成员，调动员工工作积极性、提高工作绩效，亦是对员工职务的调整、薪酬福利、培训及奖金核定的重要依据，明确员工的导向，保障组织有效运行，给予员工与其贡献相应的激励。

（2）个人行为鉴定考核标准:

①个人行为鉴定考核总分为10分；

environme nt access system, promoti ng industry a ccess a nd environmental conditi ons of access of e nterprise s to t he Park, industrial park, i n pr inciple, no longer the class on the ne w project. Thir dly, prom oting re placeme nt and re construction of heav ily polluti ng industrie s, mergers a nd r eorgani zations, gui de e nterprise s to energy conservation, re cycli ng and low-carbon a nd clea n pr oduction, a nd im prove t he level of green devel opment. Four to establi sh a long-term supe rvision mecha nism, increase the i ntensity of speci al inspe ctions, i nvestigate and puni sh t he re ctification is not in place, normal busi ness of runni ng anti-polluti on i nstallations do not. (Iii) linkage to promote flood control water, drainage, water supply, improvi ng water savi ng. S peed up cross ang support river dike reinfor cement, and along Pu sea wall exce pt insurance rei nforceme nt, and Lake Qian slui ce, a nd BA Cao slui ce, a nd cloud cover re servoi r, focus fl ood control drainage engi neeri ng constr ucti on, vig orously implementation "strong li brary" "solid di" "spread row" e ngine ering, i ncrea sed ge ologi cal disa ster hi dde n points gover nance efforts, solid a dvance small ba sin torre nt disa ster governance, efforts from essenti ally sol ution basi n sex, a nd regi onal flood contr ol drainage capacity insufficie nt of proble m. V igorously impleme nt the pi ers, algae a nd ot her water sources pr otection and, pr omoting r ural drinki ng water safety projects, setting up water pri cing reform and environmental protecti on me cha nism, gui ding water dept h. Further soil poll ution and repai r, strengt hen agri cult ural non-poi nt source polluti on preventi on, mountai n, water, forest s, fields, l akes, various eleme nts mutua l long. Four, manage to tighte n control, to play "three to split" battle. Xia Baol ong, Se cretary of provi nci al party Committee stressed t hat whil e the "three to split" operation tim e i s over three year s, but "three to split" must conti nue t o catch on, and resolve a split cannot be cha nged. All localities and de partments t o the village and "no una uthorised" cre ated11

producti on capa city, increase the inte nsity of

②每月迟到、早退在3次以上的每次扣除1分；

③旷工半天每次扣除5分依次类推；

④忘记打卡每月3次以上(含)每次扣除0.5分；

⑤每月请事假1天以上(不含)每天扣除1分依次类推；

⑥警告、记小过、记大过、每次分别扣除3分、5分、10分；

⑦嘉奖、记小功、记大功、每次分别奖励5分、10分、20分；

⑧提出合理化建议且被公司采纳并经实践证明确实有益者,根据实际情况给予奖励；

⑨无故不参加公司举行的会议、活动、培训者一次扣除5分依次类推。

4.3.3 奖惩制度

公司对以下情形之一者，予以记功受奖：

1)单独跟单，负责婚礼，奖金200元

2)业绩突出，为公司带来明显效益者；

3)对公司发展规划或业务管理规范提出合理化建议，并给带来明显效率或效益者；

4)在某一方面表现突出，足为公司楷模者；

5)其他制度规定应予记功授奖行为。

记功授奖方式有：大功、小功、嘉奖、通报表扬、一次性奖金等。

公司对以下情况之一者，予以记过处罚：

1)利用工作之便图取私利、盗窃、殴斗、诈骗、索贿、违反公司财务制度者；

2)婚礼执行过程中，沟通不畅或者安排不当，致使发生客怨或其他对公司造成不良影响，罚款200—1000元；

3)在安排工作流程当中，出现问题，追究责任人，开单员罚10%,布场人员罚款200，调度人员罚款200，如环节沟通不畅，负连带责任；

4)肆意制造内部矛盾，影响公司团结和工作配合者；

5)怠慢、欺辱、谩骂、殴打顾客，给公司形象带来损害者；

6)玩忽职守、责任丧失、行动迟缓、违反规范、给公司业务效益带来损害者；

7)严重违反公司劳动纪律及各项规则制度者；

8)窃取、泄露、盗卖公司经营、财务、人事、技术等机密者；

producti on capa city, increase the inte nsity of爱唯依创意婚礼有限责任公司 9)触犯公司其他制度记过处罚规定或国家法律行为；

记过处罚方式有：开除、记大过、记小过、警告、通报批评、一次性罚款等；

若职员行为给公司造成重大损失或触犯国家法律法规的，将追究当事人法律责任，公司有权起诉；奖惩记录，纳入公司考核内容。

4.3.4 培训资格与方式

本公司创业初期会和相关职业高校联系，组成专门的培训机构，在公司盈利一段时间后，会招收一部分专家，在公司内部形成专门的培训部门，对新老员工进行培训。

第五章财务计划

5.1 资金来源

企业内部集资：公司创业团队出资30万，股权比例为60%；

企业外部风险投资：我们将向风险投资商推荐我们的项目，力求他们的投资，确定其股权比例为40%，即出资20万。

创业团队出资情况

股东出资额出资方式

刘倩5万现金

顾梦思5万现金

章娜5万相关设备

胡晓斌15万现金、房屋

5.2基本财务假设

5.2.1 财务假设

1）固定资产采取直线折旧法，折旧年限为5年,无形资产分5年进行摊销； 2）由于公司业务的特点，所有销售收入均为实收现金，即不存在销售引起的应收账款；

3）公司前两年不分配现金股利，第三年开始分配现金股利，股利支付比率为净利润的20％。

5.2.2 固定资产表

项目单价数量总计

environme nt access system, promoti ng industry a ccess a nd environmental conditi ons of access of e nterprise s to t he Park, industrial park, i n pr inciple, no longer the class on the ne w project. Thir dly, prom oting re placeme nt and re construction of heav ily polluti ng industrie s, mergers a nd r eorgani zations, gui de e nterprise s to energy conservation, re cycli ng and low-carbon a nd clea n pr oduction, a nd im prove t he level of green devel opment. Four to establi sh a long-term supe rvision mecha nism, increase the i ntensity of speci al inspe ctions, i nvestigate and puni sh t he re ctification is not in place, normal busi ness of runni ng anti-polluti on i nstallations do not. (Iii) linkage to promote flood control water, drainage, water supply, improvi ng water savi ng. S peed up cross ang support river dike reinfor cement, and along Pu sea wall exce pt insurance rei nforceme nt, and Lake Qian slui ce, a nd BA Cao slui ce, a nd cloud cover re servoi r, focus fl ood control drainage engi neeri ng constr ucti on, vig orously implementation "strong li brary" "solid di" "spread row" e ngine ering, i ncrea sed ge ologi cal disa ster hi dde n points gover nance efforts, solid a dvance small ba sin torre nt disa ster governance, efforts from essenti ally sol ution basi n sex, a nd regi onal flood contr ol drainage capacity insufficie nt of proble m. V igorously impleme nt the pi ers, algae a nd ot her water sources pr otection and, pr omoting r ural drinki ng water safety projects, setting up water pri cing reform and environmental protecti on me cha nism, gui ding water dept h. Further soil poll ution and repai r, strengt hen agri cult ural non-poi nt source polluti on preventi on, mountai n, water, forest s, fields, l akes, various eleme nts mutua l long. Four, manage to tighte n control, to play "three to split" battle. Xia Baol ong, Se cretary of provi nci al party Committee stressed t hat whil e the "three to split" operation tim e i s over three year s, but "three to split" must conti nue t o catch on, and resolve a split cannot be cha nged. All localities and de partments t o the village and "no una uthorised" cre ated13

producti on capa city, increase the inte nsity of

电脑3000元12台36000元

沙发800元2套1600元

办公桌椅260元12套3120元

电话100元2台200元服装、工作牌200元8份1600元其他3000元3000元

总计45520元

第五章风险分析

6.1 企业面临的风险及对策

6.1.1 财务风险及防范手段

公司开办之初面临的最大困难是缺乏资金。初创企业由于风险较高难以通过银行等渠道实现筹资，而创业风险资本的注入可以解决本企业的燃眉之急。创业风险资本筹资过程的直接参与者包括投资人和创业者，一方面，风险投资者手中握有大额资金却苦于没有合适的投放渠道，另一方面，创业者具有高获利可行性的方案却因无法获得资金支持而陷入“难为无米之炊”的困境。这个群体注定与风险相伴，但是高风险往往意味着高回报。风险投资者提供风险资本，一旦企业得以健康运作，投融资双方都可获取高额利润。

6.1.2 管理风险与对策

管理风险是创业企业因管理不善而导致的风险，也是我们创业需要面对的核心风险之一。因此本公司应该在创业初期就紧抓管理工作，实行高层领导带领员工积极投入到婚庆策划中，为公司的盈利贡献一份力量；

6.1.3 需求风险

公司提供的服务从现有市场来看是领先于同类企业的，但是，这也不能保证公司的服务能够完全被消费群体所接受。一旦我们的价格、我们的服务、遭受到

the village and "no una uthorised" cre ated14

producti on capa city, increase the inte nsity of 爱唯依创意婚礼有限责任公司

implementation "strong li brary" "solid di" "spread row" e ngine ering, i ncrea sed ge ologi cal disa ster hi dde n points gover nance efforts, solid a dvance small ba sin torre nt disa ster governance, efforts from essenti ally sol ution basi n sex, a nd regi onal flood contr ol drainage capacity insufficie nt of proble m. V igorously impleme nt the pi ers, algae a nd ot her water sources pr otection and, pr omoting r ural drinki ng water safety projects, setting up water pri cing reform and environmental protecti on me cha nism, gui ding water dept h. Further soil poll ution and repai r, strengt hen agri cult ural non-poi nt source polluti on preventi on, mountai n, water, forest s, fields, l akes, various eleme nts mutua l long. Four, manage to tighte n control , to play "three to split" battle. Xia Baol ong, Se cretary of provi nci al party Committee stressed t hat whil e the "three to split" operation tim e i s over three year s, but "three to split" must conti nue t o catch on, and resolve a split cannot be cha nged. All localities and de partments t o

the village and "no una uthorised" cre ated 15

消费者的置疑，我们就可能会陷入危机。，所以在创业初期我们决定退出价格战，

以较低的价格超值的服务赢得更多的消费人群。

6.1.4爱唯依婚庆经营的有利条件

①太原属于省级城市，并且是山西省的省会城市，人口众多，工作机会较多，

在太原发展的年轻人也越来越多，婚礼庆典具有庞大的市场需求。

②在婚庆市场具有很大发展空间。越来越多的人愿意把婚礼交给婚庆公司，

目前创意婚礼的发展道路也越来越适合婚庆公司，发展创意花婚庆公司势在必

行。

6.2 敏感性分析，如图

根据上述图，我们可以得出结论，价格变动对NPV 的影响最大，经营成本次

之，投资额影响最小，总之，产品价格和经营成本都是敏感性因素。

第七章未来发展规划

通过我们四位大学生的努力，相信我们的爱唯伊创意婚礼有限责任公司会成

为一家著名的婚庆公司，在帮助别人完成人生中一场重要仪式的同时，也让我们

对爱情这一古老而常新且永恒的话题有了更深层次的思考。

我们公司之所以取名为爱唯依，是因为爱情是唯一的，爱情是需要相互依靠

的......我们也希望所有被我们服务过的顾客能永远牵着对方的手，一直白头偕

老,永远幸福。

producti on capa city, increase the inte nsity of

通过上述的调查与分析，我们对婚庆服务这一创业项目持乐观态度！坚信，我们这一项目在将来一定有很好的发展。