Planning summary

1. Company introduction:

Enterprise name: Ivy League Chinese Medicine Boutique Museum

Business philosophy: develop traditional Chinese medicine gifts and spread traditional Chinese medicine culture.

2. Main products and business scope: Chinese medicine specimens, handicrafts, DIY gifts, nourishing Chinese medicine and scented tea.

3. Managers and their organizations: College Students' Entrepreneurship Service Center of Anhui College of Traditional Chinese Medicine

4. Market overview: At present, traditional Chinese medicine gifts are mainly concentrated in the high-end market of high-grade tonics such as ginseng antler, and there are almost no traditional Chinese medicine gifts for students and low-consumption people.

5. Marketing strategy:

Products: All products are handmade to ensure the originality of products.

Pricing: Cost-oriented pricing, with an expected gross profit of about 30%.

Channel: self-produced and self-sold

Promotion: advertising and membership

6. Sales plan: the monthly sales amount is more than 3,000 yuan.

7. Production management plan: according to the sales situation, ensure 7-day inventory.

8. Financial plan: It is estimated that the initial capital is 65,438+00,000 yuan, which is used for purchasing raw materials, and the working capital is 5,000 yuan, which is used for supplementary materials and advertising.

(1) Enterprise introduction

1, business goals and objectives

Enterprises adhere to the business purpose of honesty and customer interests first. We will always pay attention to customer needs and provide customers with various consulting services. And market-oriented, speed up product upgrading, so as to ensure the quality and fashion of our products and meet people's desire to pursue individuality, simplicity and fashion.

Relying on small profits but quick turnover, running smoothly, relying on quality and design, earning customer recognition, this is our way of operation. I believe that with the efforts of colleagues in the enterprise, our products will win a good reputation, and at the same time, they will fully meet the needs of customers. To achieve a win-win situation between enterprises and customers, this is our goal!

2, enterprise profile

(1) enterprise name: excellent museum of traditional Chinese medicine

(2) Business scope: Chinese medicine handicrafts, DIY gifts, nourishing Chinese medicine and scented tea.

3, enterprise management

(1) management thought: guided by quality management theory, people and products are required to constantly improve, learn and grow, and at the same time, business processes are thoroughly reflected and redesigned, so as to make a major breakthrough in performance measurement standards (such as cost, quality, service and speed) and complete enterprise reengineering. Enterprises adopt a networked hierarchical management system to realize the unity of centralization and decentralization, stability and change, centralization and diversification.

(2) Management team: the manager is the management center, and there are product marketing directors and financial directors.

(3) Management decision-making: hold an enterprise meeting with the manager as the core and the heads of various departments to discuss enterprise-related affairs. Managers have the highest decision-making power when it comes to the choice of strategic direction of enterprises, the determination of independent labor scope and boundary of different work units. While emphasizing unified command and a certain degree of centralization, enterprise management also pays attention to decentralization. The front-line personnel in the work unit, that is, the heads of various departments, have the right to independently handle possible emergencies within the scope of enterprise strategic parameters.

4. Team overview

The six founders of our company are all college students of Anhui College of Traditional Chinese Medicine. With a solid theoretical foundation of traditional Chinese medicine and profound friendship, we have designed a strict and clear division of labor management system, so that everyone can perform their duties and responsibilities. The following is an overview of the six members of the enterprise:

Li * * Grade 2009 Chinese Medicine Professional Position: Manager

Professional quality: well-informed, strong organization and coordination ability, authoritative and credible among students. I like to specialize in network technology, have pharmaceutical experience, high management ability and strong sense of responsibility. Innovative, willing to accept other people's opinions, constantly adjust themselves and improve themselves.

Wang ** 20 1 1 Nursing professional position: enterprise management.

Professional quality: with keen market insight, extensive interpersonal communication and developed social contacts. Strong expression and communication skills, serious and responsible work, approachable. Good at paying attention to all aspects of information, willing to accept new things, strong adaptability.

Chen ** 20 1 1 Pharmaceutical Preparation Professional Position: Financial Management.

Professional quality: down-to-earth, earnest, meticulous and cautious. Strong affinity, good at financial management, harmonious relationship with colleagues and strong communication skills. Accepting other people's opinions, learning from others' strong points and learning from each other's strong points are its greatest characteristics. Full of team spirit. Liu ** 20 1 1 level biopharmaceutical technology professional position: sales at school.

Professional quality: hard-working, hard-working, consistent. Close relationship with suppliers, know more about Chinese medicine technology. Serious and responsible, full of collective responsibility, modest and prudent, harmonious with colleagues, strict with themselves. Liang ** 20 1 1 biopharmaceutical technology professional position: sales in school.

Professional quality: down-to-earth, earnest, meticulous and cautious. Strong affinity, good at financial management, harmonious relationship with colleagues and strong communication skills. Accepting other people's opinions, learning from others' strong points and learning from each other's strong points are its greatest characteristics. Full of team spirit. Solution ** 20 1 1 biopharmaceutical technology professional position: market development.

Professional quality: hard-working, hard-working, consistent. I have a good relationship with my classmates and teachers and know a lot about Chinese herbal scented tea. Serious and responsible, full of collective responsibility, modest and prudent, strict with themselves.

(2) Industry analysis

Traditional Chinese medicine gift industry belongs to the cross industry of traditional Chinese medicine and gift industry. Traditional Chinese medicine and gift industry have a large market share. In recent years, the government has attached great importance to the development of Chinese medicine industry. In the Twelfth Five-Year Plan, the output value of Chinese medicine industry is expected to exceed one trillion yuan by 20 15. Anhui Province has also issued the Twelfth Five-Year Plan for the industrialization of Chinese medicine in Anhui Province, proposing to vigorously develop the Chinese medicine industry in Anhui and strive to reach 2065438+.

The demand for gifts is more extensive, and the personal demand for gifts is mainly divided into three parts, namely, holiday gifts, celebration gifts and visiting relatives gifts. In addition, there are group gifts and other needs. According to estimates, the total annual demand of the gift market in China is about 505.5 billion yuan for individuals and 262.9 billion yuan for groups, which is a huge figure.

At present, the traditional Chinese medicine industry is mostly in a rough state, and the output value and added value of traditional Chinese medicine are not high, while the gift industry is mixed. Many high-end gifts, such as high-end cigarettes, alcohol and luxury goods, are often related to commercial bribery and corruption, while the low-end market is full of three-no products that have passed the quality department, especially various promotional gifts. Traditional Chinese medicine gift processing is of great practical significance to improve the added value of traditional Chinese medicine.

It is a useful exploration and attempt for us to organically link traditional Chinese medicine with gifts. For an enterprise, innovation is the source of enterprise life. How to gain a foothold in the existing traditional Chinese medicine and gift industry is a problem that we have repeatedly thought about. Only innovation can be in an invincible position. We will change the image of traditional Chinese medicine and give it new life.

At present, the main business behaviors and products related to traditional Chinese medicine gifts mainly include the following two categories.

First, health gifts. This paper mainly studies the therapeutic and health care functions of traditional Chinese medicines such as ginseng, Cordyceps sinensis and Oviductus Ranae. These traditional Chinese medicine gifts often pay attention to the outer packaging, and the price is often high, which belongs to high-grade gifts, and the high price makes ordinary people flinch.

Second, traditional Chinese medicine handicrafts. At present, there are mainly several forms of traditional Chinese medicine handicrafts on the market. One kind is wood crafts such as agarwood and sandalwood, which belong to carving crafts and have high artistic value; The other is ganoderma lucidum and pearl crafts; The third is plant specimens and animal skinning specimens. The market is mainly located in the construction and use of university herbarium. At present, the handicrafts on the market are generally expensive and professional, and the forms and specifications are relatively simple, so it is difficult to meet the needs of non-professionals as gifts.

The traditional Chinese medicine gift museum plans to develop traditional Chinese medicine gifts that meet a variety of people and set the price at a low level to achieve the purpose of promotion. Through the promotion of DIY concept, the main target customers are young and middle-aged, meeting the market demand of personalized gifts.

The gift industry often relies on relationship marketing, and the customers of government agencies and other units are very important to the survival of the gift industry, and these customers are often greatly influenced by policies in the amount and variety of gifts purchased. As far as the current macro-policy environment is concerned, the gift enterprises serving this kind of customers are facing the influence of the central government on the long-term management of small treasury, the detailed management of centralized government procurement, and the publicity of official property. However, promotional gifts-based gift enterprises are facing such problems. In the relevant laws and regulations, the object of product quality responsibility is expanding, which undoubtedly makes the product quality of gift enterprises more and more tight, and the income tax on gift giving has added a new topic to all gift enterprises, especially high-end gift enterprises.

Traditional Chinese Medicine Gift Museum formulates green marketing strategy, obtains the market at low price by reducing the product cost, and introduces DIY personalized customization for the personal gift market to meet the individual needs of customers, while ensuring that the products are not uniform and full of vitality forever.

At present, traditional gifts still occupy the mainstream gift market, but personalized T-shirts, mugs, chocolates and so on. It has always been deeply loved by modern people, especially college students. The promotion of traditional Chinese medicine gifts will change the pattern of the gift market and provide new choices for this group.

The competition in the gift industry is fierce, and only innovation can be invincible. Through personalized service, it can compete with competitors. For new things, the biggest problem is often not enough understanding. Traditional Chinese medicine gifts will take college students of traditional Chinese medicine as the starting point, and through careful publicity, the products will be deeply rooted in people's hearts and gradually promote our ideas.

(3) Product introduction

Chinese medicine boutiques will mainly promote the following three products.

1. Traditional Chinese Medicine Art

Based on traditional Chinese medicine (medicinal plants, animals and minerals), the products have ornamental value, decorative function and popular science function after artistic processing.

Products mainly include medical crafts and plant specimens. The raw materials of medicinal handicrafts are Ganoderma lucidum, pearls and shell lamps, and the plant specimens are wax leaf specimens.

All medicinal arts and crafts are hand-made, and artistic creation is carried out according to the unique form of medicinal materials; Preserved leaf specimens are framed by pvc, and all handicrafts are accompanied by detailed information (traditional Chinese medicine) and medical knowledge such as the efficacy and usage of traditional Chinese medicine.

Because all products are handmade, we can't find exactly the same products, which makes the products unique. The cost mainly includes Chinese herbal medicines, additional materials and packaging materials. The cost of different varieties will be different, so differentiated pricing will be adopted.

2.DIY gifts.

Provide traditional Chinese medicine raw materials and complete unique gifts by guiding customers to do DIY processing.

Guide customers to complete personalized gifts according to their needs. Enterprises only provide necessary materials and tools, and make pricing according to different accounting costs of raw materials.

3. Chinese herbal medicine gift box.

Selected high-quality Chinese herbal medicines, beautifully packaged and sold as gifts.

Mainly choose ginseng antler, nourishing health care, nutritious scented tea and other medicinal and edible varieties. The quality of each variety of materials is the responsibility of licensed pharmacists, and they are priced separately according to the cost.

(4) Market forecast

1. Introduction

There is a huge demand for gifts, especially low-end gifts. In contemporary society, gifts are essential items for communication. Now the traditional Chinese medicine gift market is mixed, and the market is chaotic. High-end varieties, such as ginseng (ginseng) and cordyceps sinensis, often pay attention to the exquisite packaging, ignoring the essence, and there is a tendency to buy pearls as gifts. There are few low-end traditional Chinese medicine gifts, mainly nourishing and health-care varieties such as Lycium barbarum, and few low-end products with high ornamental value, which have great market prospects.

2. Target customers

People with higher education, especially those who have a certain understanding of Chinese medicine; Educational and medical institutions.

3. Competing manufacturers

Pharmacies adopt the strategy of low price and high quality (reducing profit space)

Taobao shop (Ganoderma lucidum handicraft) adopts DIY personalized service, and the price is flat. Professional specimen sales enterprises: low-price dumping strategy

(E) Marketing strategy

1. Promote

At the beginning, we used the way of distributing leaflets, mainly to publicize in and around the school. At the same time, we will let more people know about our stores and products through QQ and email. After establishing a stable customer base, we will also implement membership service.

2. Price strategy

Calculate the price separately according to the cost.

3. Daily operation

Using various means to attract customers' attention, there are mainly the following sales strategies.

(1) membership card system, you can get a membership card when you spend a certain amount, and you can enjoy discounts when you shop in the future;

(2) Special offer area: set up "special offer area" or "ten yuan special offer, five yuan special offer" to mainly promote some overstocked goods;

(3) Characteristic areas, such as DIY gift areas, highlight characteristic management;

(4) Theme sales, further subdividing the behavior characteristics of consumers buying gifts. Themes such as "Valentine's Day Gift", "Birthday Gift" and "Holiday Gift" can be introduced according to different combinations, and each combination contains a variety of commodities.

4. Brand building

Establish the brand of traditional Chinese medicine gift museum with the best service and the most favorable price. Provide a variety of matching programs to meet the needs of different users, make the best use of everything, and spend the least money to buy the most suitable Chinese medicine gifts.

5. Customer relationship building

For customers who have used our products, we will record them, track their services and solicit their opinions and suggestions, so as to improve our services and enrich the variety of products. Really put our service concept into work and service, and keep in constant contact with customers. Make the detailed contact information of our company into business cards, distribute them to the contacted customers, and arrange product service personnel to contact customers specially.

(6) production plan

1. raw materials: through market procurement and field collection, some Chinese herbal medicine planting bases will be gradually established to achieve self-sufficiency in raw materials.

2. Production: All products are handmade to meet individual needs.

(7) Financial planning

1. Cash source:

* * * Start-up capital of RMB 654.38+0.5 million is required, which shall be raised by the project members and held by them in proportion to their capital contribution.

2. Amount of working capital: 5,000 yuan

3. Expected return on investment: 30%

4. Financial management: establish a strict access system.

(viii) Risk and risk management

1. Risk

(1) The competition in the gift market is fierce, which may be that traditional Chinese medicine gifts cannot be accepted by customers in the short term.

(2) The raw materials of traditional Chinese medicine gifts are collected from the wild, and there are many unstable factors. It is difficult and costly to collect some rare species.

(3) Creativity is easy to be imitated, which stimulates vicious competition.

2. Response plan

(1) Through extensive publicity, student exhibitions, free trials for customers and other publicity means, customers will gradually accept and understand our products.

(2) establish a Chinese medicine planting base and cooperate with the school medicinal botanical garden and Chinese medicine herbarium to ensure the supply of raw materials and mutual benefit.

(3) In order to ensure the scientific nature of the products, it is planned to employ senior professional teachers for guidance.

(4) Innovation is the originality and vitality of enterprise survival. As long as we persist in innovation and are not afraid of being imitated, we will be invincible in the competition.

Through the sincere cooperation of the team and the strong support of the leaders of the college students' incubation base, we expect to realize the maturity of products and concepts within three years, and Chinese medicine will appear as a work of art in Wuhu market, and the majority of Chinese medicine students will take Chinese medicine art as the first choice gift, and learning and spreading Chinese medicine culture will become a common practice.

I recommend it carefully.