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眼镜店创业计划书1.doc

usual, the po lice will have a difficult time. They will be try ing to eep order. It is alway s the same on these occasions. Lesso n 14 Do yo u spea k Eng lish? 你会讲英语吗？ I had an amusing experience last y ear. After I had left a small village in the so uth of France, I drove on to the nex t town. O n the w ay, a oung man waved to me. I stopped and he ask ed me for a lift. As so on as he had go t into the car, I said good mornin g to h im in French and he replied in the same language. Apart from a few words, I do not now any French at all. Neither of us spo e during the journey. I had nearl reached the town, when the y oung man suddenly said, very slowly, 'Do y ou speak English?' As I soon learnt, he was En glish himself! Lesson 15 Good news 佳音 The secretary told me that Mr. Harmsworth would see me. I felt very nervous when. I went into h is office. He did no t loo k up from his desk when I entered. After I had sat down, he said that business was very bad. He told me that the firm could no t afford to pay such large salaries. Twenty people had already left. I k new that my turn had come. 'Mr. Harmsworth,' I said in a weak voice. 'Don't interrupt,' he Said. Then he smiled and told me I would receive an extra &100 a ear! Lesson 16 A polite request 彬彬有礼的要求 If ou park y our car in the wrong place, a traffic po liceman will soon find it. You will be very luck if he lets y ou go w itho ut a tic et. H owever, this d oes not alway s happen. Traffic police are sometimes very polite. During a ho liday in Sweden, I found this note on my car:' Sir, we welcome ou to our city. This is a "No Parking" area. You will enjoy y our stay here if y ou pay attention to our street sign s. This note is only a reminder.' If ou receive a request lik e th is, y ou cannot fail to obey it! Lesson 17 Alway s yo ung 青年常驻 My aunt Jennifer is an actress. She must be at least thirty-five y ears old. In spite of this, she often appears on the stage as a y oung girl. Jennifer will have to ta e part in a new play soon. This time, she will be a girl of seventeen. In the play, she must appear in a bright red dress and long blac stoc kings. Last y ear in another play, she had to wear short soc s and a brigh t, orange-coloured dress. If any one ever ask ed her how old she is, she alway s answers, 'My dear, it must be terrible to be grown up!' lesson18 He often does this!他经常干这种事！ After I had had lunch at a village inn, I lo ed for my bag. I had left it on a chair beside the door and n ow it wasn't there ! As I was loo ing for it, the inn-eeper came in. 'Did y ou have a good meal ?' he ask ed. 'Yes, than y ou,' I answered, 'but I can't pay the bill. I haven't got my bag.' The inn-k eeper smiled and immediately went out. In a few minutes he returned with my bag and gave it back to me. 'I'm very sorry,' he said ' My dog had tak en it into the garden. He often does th is.' Lesson19 So ld out 票已售完'The play may begin at any mo ment,' I said. 'It may have begun already' Susan answered. 'I hurried to the tic et-office. 'May I hav e two tic ets please ?' I ask ed. 'I'm sorry, we've sold out,' the girl said. 'What a pity!' Susan exclaimed. Just then, a man hurried to the tic et-office. 'Can I return these two tic ets?' he ask ed. 'Certainly,' the girl said. 'Could I have those two tic ets p lease ?' I ask ed. 'Certainly, 'the girl said, 'but they are for next Wednesday's performan ce. 'I might as well have them,' I said sadly. Lesso n20 One ma n in a boat 独坐孤舟 Fishing is my favourite sport. I often fish for h ours without catching any thing. But this does not w orry me. Some fishermen are unluck y. Instead of catching fish, they catch old boots and rubbish. I am even less luc y. I never catch an thing-not even old boots. After having spent whole mornings on the river, I alway s go home with an empty bag. 'You must give up fish ing!' my friends say.' It's a waste of time.' But they don't realize one important thing. I'm not really interested in fishing. I am only interested in sitting in a boat and doing noth ing at all ! Lesso n21 M ad or not? 是不是疯了？ Aeroplanes are slowly driving me mad. I live near an airport and passing planes can be heard night and day. The airport was built during the war, but for some reason it could no t be used then. Last y ear, however, it came into use. Over a hundred people must have been driven away from their homes by the noise. I am one of the few people left. Sometimes I thin this h ouse will be noc ed dow n by a passing plane. I have been offered a large sum of money to go away, but I am determined to stay here. Every bod say s I must be m ad and they are probably right. Lesso n22 A g lass e nvelo pe 玻璃信封 My daughter, Jane, never dreamed of receiving a letter from a girl of her own age in Hollan d. Last y ear, we were travelling a cross the Chan nel and Jane put a p iece of paper with her name and address on it into a bottle. She threw the bottle into the sea. She never tho ught of it again, b ut ten months later, she received a letter from a girl in Holland. Bo th girls write to each other regularly now. However, they have decided to use the po st-office. Letters will cost a litt1e more, but they will certainly travel faster. Lesso n23 A new house 新居 I had a letter from my sister y esterday. She lives in Nigeria. In her letter, she said that she would come to England nex t y ear. If she co mes, she will get a surprise. We are now living in a beautiful new house in the country. Work on it had begun before my sister left. The house was completed five months ago. In my letter, I told her that she could stay with us. The ho use has many large rooms and there is a lovely garden. It is a very modern house, so it loo s strange to some people. It must be the only modern house in the distr ict. Lesson24 It could be worse 不幸中之万幸 I entered the hotel manager's office and sat down. I had just lost &50 and I felt very upset.' I left the money in my room,' I said, 'and it's not there now.' The manager was sympathetic, but he could do n othing. 'Every one's losing money these day' he said. He started to complain about this wic ed world b ut was interrupted by a k noc at the door. A g irl came in and put an envelope on his desk. It contained &5o. 'I found this o utside this gentleman's room' she said. 'Well,' I said to the manager, 'there is still some honesty in this world !' lesso n25 Do the Eng lish spea English?英国人讲的是英语吗？ I arrived in London at last. T he railway station was big, blac and dar. I did not know the way to my hotel, so I ask ed a porter. I not on ly spok e Eng lish very carefully, but very clearl as well. The porter, however, could not u nderstand me; I repeated my question several times and at last he understood. He answered me, but he spo e neither slow ly nor clearly. 'I am a foreigner,' I said. Then he spo e slow ly, but I could n ot un derstand him. My teacher never spok e Eng lish lik e that! The porter and I loo ed at each other and smiled. T hen he said something and I understo od it. 'You'll soo n learn English!' he said. I wonder. In Englan d, each man speak s a different language. The English un derstand each other, but I do n't understand them ! Do they speak English lesso n26 The best art critics 最佳美术评论家 I am an art student and I paint a lo t of pictures.

Many people pretend that

光华眼镜店商业计划书Later a neighbour told me about h im. Every body k nows him. His name is Percy Buttons. He calls at every house in the street once a month and alway s asks for a meal and a glass of beer. Lesson 7 To o late 为时太晚 The plane was late and detectives were waiting at the airport a ll morning. T hey were expecting a valuable parcel of diamond f rom South Africa. A few hours earlier, someone had told the pol ice that th ieves would try to steal the diamonds. When the plane arrived, some of the detectives were waiting inside the main build ing wh ile others were waitin g on the airfield. Two men too the parcel off the plane and carried it into the Cu stoms House. Wh ile two detectives were k eeping guard at the door, two others opened the parcel. To their surprise, the precious parcel was full of stones and sand! Lesson 8 The best a nd the worst 最好的和最差的 Joe Sanders has the most beautifu l garden in our town. Nearly every body enters for 'The Nicest Garden Competition' each y ear, but Joe wins every time. Bill Frith's

day. The airport was built during the war, but for some reason it could not be used then. Last y ear, however, it came into use. Over a hundred peop le must have been driven away from their homes by the noise. I am one of the few people left. Sometimes I thin k this hou se will be noc ed dow n by a passin g plane. I have been offered a large sum of money to go away, but I am determined to stay here. Every body say s I must be mad and they are probabl right. Lesson22 A g lass e nvelo pe 玻璃信封 My daughter, Jane, never dreamed of receiving a letter from a girl of her own age in Holland. Last y ear, we were travelling a cross the Channel and Jane put a p iece of paper with her name and address on it into a bottle. She threw the bo ttle into the sea. She never though t of it again, bu t ten months later, she received a letter from a girl in Holland. Both g irls write to each other regularly now. However, they have decided to use the post-office. Letters will cost a litt1e more, but they will certainly travel faster. Lesson23 A new house 新居 I had a letter from my sister y esterday. She lives in Nigeria. In her letter, she said that she would come to England next y ear. If she comes, she will get a surprise. We are now living in a beautiful new h ouse in the coun try. Work on it had begun before my sister left. The ho use was complete d five months ago. In my letter, I told her that she cou ld stay with us. The house has many large rooms and there is a lovely garden. It is a very modern house, so it loo s strange to some people. It must be the o nly modern house in the district. Lesso n24 It could be worse 不幸中之万幸 I entered the hotel manager's office and sat down. I had just lost &50 an d I felt very upset.' I left the money in my room,' I said, 'and it's not there now.' The manager was sympathetic, but he could do noth ing. 'Every one's losing money these day s,' he said. He started to complain about this wic ed world but was in terrupted by a k noc k at the do or. A gir l came in and put an envelope on his desk. It con tained &5o. 'I found this outside th is gentleman's room' she said. 'Well,' I said to the manager, 'there is still some honesty in this world !' lesso n25 Do the English spea k Eng lish? 英国人讲的是英语吗？ I arrived in London at last. T he railway station was b ig, b lack and dark. I did not know the way to my hotel, so I ask ed a porter. I not nly spo e English very carefully, but very clearl as well. The porter, however, could not u nderstand me; I repeated my question several times and at last he understoo d. He answered me, but he spo e neither slow ly nor clearly. 'I am a foreigner,' I said. Then he spo e slowly, but I cou ld no t understand him. My teacher nev er spok e Eng lish lik e that! The porter and I loo ed at each other and smiled. Then he said something and I understood it. 'You'll soon learn Eng lish!' he said. I wonder. In Eng land, each man speak s a d ifferent language. The English u nderstand each other, bu t I don't u nderstand them ! D o they speak Eng lish ? lesso n26 The best art critics 最佳美术评论家 I am an art student and I paint a lot of p ictures.

Many people pretend that

前言------------------------------------------------------------------------------------------------1

一、营销策划目的-------------------------------------------------------------------------------2

二、市场状况分析------------------------------------------------------------------------------- 2

1、环境分析--------------------------------------------------------------------------------------2

2、产品分析---------------------------------------------------------------------------------------3

3、竞争者分析------------------------------------------------------------------------------------4

4、消费者分析------------------------------------------------------------------------------------4

三、SWOT分析----------------------------------------------------------------------------------4

1、机会与机率分析（O）------------------------------------------------------------------------4

2、市场威胁分析（T）------------------------------------------------------------------------5

3、自身优势分析（S）------------------------------------------------------------------------5

4、自身劣势分析（W）-----------------------------------------------------------------------6

四、市场选择及定位：---------------------------------------------------------------------------6

五、营销策略：------------------------------------------------------------------------------------6

1、产品策略——重款式------------------------------------------------------------------------6

创新设计——DIY（Do It Yourself）设-------------------------------------------------5

2、价格策略-------------------------------------------------------------------------------------7

3、渠道策略-------------------------------------------------------------------------------------7

3．1开设网店：-------------------------------------------------------------------------------7 3．2会员、积分制以及联合营销----------------------------------------------------------7 4、促销策略---------------------------------------------------------------------------------------7

4．1开业初期促销活动：------------------------------------------------------------------7 4．2 特色服务------------------------------------------------------------------------------7 4．3短期促销活动-------------------------------------------------------------------------8 4．4长期促销——旧眼镜回收----------------------------------------------------------8

5、广告策略--------------------------------------------------------------------------------------8

6、其他营销策略---------------------------------------------------------------------------------8

6．1企业形象策略---------------------------------------------------------------------------8 6．2公关策略---------------------------------------------------------------------------------9

六、预算------------------------------------------------------------------------------------------9

七、人员分配及场地---------------------------------------------------------------------------12

7．1组织结构------------------------------------------------------------------------------12 7．2团队职责------------------------------------------------------------------------------12

7.3场地------------------------------------------------------------------------------------12

八、发展战略-----------------------------------------------------------------------------------13

九、结束语--------------------------------------------------------------------------------------13附件（调查问卷）-----------------------------------------------------------------------------14

Later a neighbour told me about h im. Every body k nows him. His name is Percy Buttons. He calls at every house in the street once a month and alway s asks for a meal and a glass of beer. Lesson 7 To o late 为时太晚 The plane was late and detectives were waiting at the airport a ll morning. T hey were expecting a valuable parcel of diamond f rom South Africa. A few hours earlier, someone had told the police that th ieves would try to steal the diamonds. When the plane arrived, some of the detectives were waiting inside the main build ing wh ile others were waitin g on the airfield. Two men too the parcel off the plane and carried it into the Cu stoms House. Wh ile two detectives were k eeping guard at the door, two others opened the parcel. To their surprise, the precious parcel was full of stones and sand! Lesson 8 The best a nd the worst 最好的和最差的 Joe Sanders has the most beautifu l garden in our town. Nearly every body enters for 'The Nicest Garden Competition' each y ear, but Joe wins every time. Bill Frith's

Many people pretend that

前言

说起眼镜，相信大家再熟悉不过了，无论是在学习、工作还是生活中，眼镜似乎都与我们结下了不解之缘。随着生活水平的提高，人们对眼镜的消费和眼镜的要求也在逐步增加，人人都需要眼镜。这就为眼镜店提供了一个广大的市场需求空间。

据调查，我国目前有3.6亿以上的近视眼人群，同时有3.2亿中老年人需要配戴的老花镜，随着新一代学生近视眼群体的增加，社会老龄化日趋严重，“眼镜族”还将进一步增加，按每3年更新一副眼镜计算，每年中国大约有1亿副以上的眼镜需求量，约300亿元的交易额！

随着社会科学技术的发展，眼镜市场更多的机遇正在被发掘，无论在眼镜的品种, 还是在眼镜的款式上都给予了年轻一代追求时尚潮流的个性的发挥以技术性的支持。

随着时代的发展，人们对于眼镜的定位不再是简单的追求其实用价值的一面,对于追求个性的年轻人来说, 眼镜也是“时装”的一部分, 从一定程度上体现着个人的形象, 个性的表达。人们再也不把眼镜当做是一种单纯的专业化矫正视力的工具，人们都不惜重金为自己购买一副最健康、最实用、最美观的眼镜。

概要提示

光华眼镜店是一家构想中的眼镜店。本店以学生为主要目标客户，产品以中低档框架眼睛为主，包括眼镜架、眼镜片、各种框架眼镜配件兼营隐形眼镜及护理液等。为了使光华眼镜店能在激烈的眼镜市场中取得良好的生存，更好的全面了解光华眼镜在市场整体营销环境的特点，为光华寻找市场机会、市场营销战略和市场策略提供依据，我们进行了一次比较全面、系统的调查，并对调查的结果进行分析和策划。我们主要进行了市场状况分析、SWOT分析、市场定位，并对光华眼镜寻找市场机会和制定市场营销战略和策略进行分析。借此让大家更深一步的认识光华眼镜店。

一、营销策划目的

据调查，目前，中国戴眼镜的人数已超过3亿，近视眼患者占全世界的33%，比世界平均水平高出了10%，这一数据是惊人的。同时，也因为学习、生活的压力, 人口老龄化和人们长时间在计算机前工作等原因，使得用眼过度, 眼睛近视, 需配备近视眼镜，老花镜等矫视眼镜，而且随着我国人民生活水准的进一步提高和消费观念的日益成熟，消费者在注重眼镜的品质和功能的同时，也越来越重视眼镜的装饰功能和眼镜的科技含量，这让我们看到了眼镜市场巨大的发展潜力和新的市场定位。我国内地眼镜消费的潜力和增长速度居全球之首，眼镜市场潜力无限。所以，从眼镜行业的需求和日后的发展状况来看, 投入到眼镜行业，我们将分享到眼镜行业所带来的可观的商业利益。

二、市场状况分析

1、环境分析

1、经济方面的发展趋势对经营活动有明显的影响。可以说眼镜行业的发展是从20世纪80年代以后开始出现快速发展的趋势的, 而在此之前, 在中国的发展并不是很好，市场空间狭小，一般眼镜零售店大部分主要经营近视眼镜, 产品单一。直到中国从上世纪80年代以后开始实行改革开放以来，经济发展水平有了很大程度的提高，人民的生活和消费水平也有了很大的改善，从而也带动了眼镜行业的发展。因此, 经济水平的发展是眼镜市场空间扩大的一个重要因素之一。

2、技术方面的变化也对经营有重大影响。中国改革开放以后，中国的眼镜行业在技术方面有了很大的变革，特别是树脂镜片的出现及其轻便的优点更是推动了眼镜的向时尚化的方向发展。各种各样的眼镜日新月异，例如：太阳镜、墨镜、隐形眼镜等等。在技术方面，光华眼镜有完整的一套验光、配镜、视力矫正

Later a neighbour told me about h im. Every body k nows him. His name is Percy Buttons. He calls at every house in the street once a month and alway s asks for a meal and a glass of beer. Lesson 7 To o late 为时太晚 The plane was late and detectives were waiting at the airport a ll morning. T hey were expecting a valuable parcel of diamond f rom South Africa. A few hours earlier, someone had told the pol ice that th ieves would try to steal the diamonds. When the plane arrived, some of the detectives were waiting inside the main build ing wh ile others were waitin g on the airfield. Two men too the parcel off the plane and carried it into the Cu stoms House. Wh ile two detectives were k eeping guard at the door, two others opened the parcel. To their surprise, the precious parcel was full of stones and sand! Lesson 8 The best a nd the worst 最好的和最差的 Joe Sanders has the most beautifu l garden in our town. Nearly every body enters for 'The Nicest Garden Competition' each y ear, but Joe wins every time. Bill Frith's