特色汽车用品商店创业设计

随着我国经济的高速发展，汽车保有量的速增，这无疑是给汽车后市场带来巨大的商机。当然，挑战和机会往往是共生的，只有敢于挑战的人才能获得更多更大的机会。从如今我们的社会发展形势来看，生活水平大幅提高的我们，物质生活过剩，精神生活缺乏，所以，我所构思设计的特色汽车用品商店是以传统的中国文化，汽车文化作为背景，偏重于对一些爱玩，爱秀，爱自驾旅游的车友车迷们的汽车用品服务。研究特色汽车用品商店的意义重大，随着汽车保有量的速增，人民生活水平的大幅提高，汽车后市场的发展相对混乱，如何在其中的汽车用品一类塑造品牌，规范市场，对汽车后市场，对人民都有着莫大的好处。

本文通过初步市场调研，由市场调研结果可见中国汽车饰品的市场前景广阔，潜力巨大，通过市场调研结果的分析，已大致了解了市场的需求导向，从而制定更易于满足市场需求的市场营销策略打下基础，为该产品在市场中未来生存做好了准备。

关键词：汽车饰品；特色饰品；创业；方案

With the rapid development of China economy, the amount of automobile speed increase, this is undoubtedly to the car market after the tremendous business opportunities. Of course, challenges and opportunities are often symbiotic, only dare to challenge people to get more opportunities. From now on our social development situation, a substantial increase in the level of life our material life, spiritual life of excess, deficiency, so the characteristics of car shop design I designed is based on the traditional culture China, automobile culture as the background, focus on some love, show love, love self driving tour car friends fans supplies automotive service. Characteristics of the car shop is significant with, With the rapid increase of automobile ownership and the substantial improvement of people's living standard, the development of automobile aftermarket is relatively chaotic. How to mold brand, standardize market, and bring great benefits to the people.

Through preliminary market research, from the results of market research, we can see that the market prospect of China's automobile accessories is vast and the potential is huge. Through the analysis of the market research results, we have roughly understood the market demand orientation.Therefore, it lays the foundation of the marketing strategy which can meet the market demand more easily, and prepares the product for the future survival in the market.

Key words:auto accessories; characteristic ornaments; entrepreneurship; scheme

摘要I

AbstractII

第一章绪论1

1.1项目背景1

1.2国内外现状1

1.3创业设计内容2

1.4项目可行性分析2

第二章特色汽车饰品商店简介与构建4

2.1特色汽车用品商店简介4

2.2我们的特色4

2.3特色汽车用品商店文化5

2.3.1特色汽车用品商店文化建设目标5

2.3.2特色汽车用品商店文化指导思想5

2.3.3特色汽车用品商店文化建设方案5

第三章营销策略7

3.1市场分析7

3.2经营理念7

3.3竞争策略：竞争分析、竞争优势、竞争劣势8

3.3.1明确自身的品牌定位和树立诚信意识8

3.3.2企业应加强流行趋势的把握能力8

3.3.3应加强与品牌定位相适应的渠道构造能力9

3.3.4创造具有独特个性的特色汽车用品文化9

3.3.5代理商和加盟店进行必要的支持和培训9

3.4竞争意识10

3.5营销组合11

3.5.1产品11

3.5.2价格11

3.5.3渠道12

3.5.4促销12

3.5.5政策12

第四章财务分析14

4.1投资预算14

4.2财务制度14

4.3经济预算15

4.4风险预测与控制17

4.4.1风险预测17

4.4.2风险控制17

总结18

参考文献19

致谢20