1、 I 女装店创业规划设计 摘要摘要 衣、食、住、行是人类最基本的需求，人们把“衣”放在首 位， 可见衣服对我们来说有多么的重要。 作为衣食住行之首， 人类对锦衣美服的追求似乎永无止境，尤其是在现今这个竞 争激烈的眼球经济社会。而在期间有一群特殊的群体他们对 服装有着独特的见解和需求，他们便是在校大学生， “月光 族”是对他们最真实的写照，而致使他们月月光的很大一个 原因便是对服装的需求极大， 俗话说 “人靠衣装， 佛靠金装” ， 衣服再也不像以往一样只是用来遮羞御寒的工具，它更多的 是体现一个人对生活的追求及品味，有时还象征一个人的地 位 和权威，本设计旨在开创一个以18-25岁为目标群体，
2、融个性与时尚于一体的女装店， 以满足年轻女性对个性潮 流的需求以及对更高层次的精神和文化艺术的需求。 II Abstract Food, clothing and shelter, the line is the most basic human needs, people give top priority to “clothing“, visible clothes how important for us. As food and clothing lives row, human pursuit of dress attire seems endless, especially in
3、this competitive eyeball economy society today. there are a group of special group during their opinions and requirements of clothing has a unique, they are college students, the “moonlight clan “is the most true portraiture to them, and left them in the moonlight a big reason is that the demand for
4、 clothing is very great, as the saying goes, “clothes make the man, Buddha depends on gold”, clothing is no longer as usual is used to cover up against the tool, it is more reflect a persons pursuit of life and taste, sometimes it also symbolizes a persons status and authority. this design aims to c
5、reate an target group for 18-25 of unity of individuality and fashion women clothing store, in order to meet the demand for individuality tide of young women as well as to the higher level of spiritual and cultural needs. III 目录 摘要.I ABSTRACT.II 一、创业项目简介.1 二、市场分析2 2.1、宏观市场环境分析.2 2.2、行业发展趋势分析.2 2.3、市
6、场需求分析3 2.4、目标群体分析3 2.5、选址分析.4 三、SWOT 分析.5 3.1 S（优势）.5 3.1.1地理优势.5 3.1.2消费群体优势5 3.1.3市场竞争优势5 3.2 W(劣势）5 3.3 O(机会）.5 3.4 T(风险）6 四、营销策划7 4.1店面装潢.7 4.2店铺形象.8 4.2.1店铺风格8 IV 4.2.2店铺布局.8 4.2.3店铺特色.8 4.3衣服陈列9 4.4营销手段10 4.5店铺的长期发展营销策略.12 4.6选货及进货的渠道12 4.7人力规划.13 五、风险分析及应对风险的措施.14 5.1风险分析.14 5.2应对风险的措施16 六、创业目标17 6.1初期17 6.2中期17 6.3远期17 七、初期费用预算.17 八、结语.18 九、参考文献19 1 一、创业项目简介一、创业项目简介 项目名称：时尚女装 经营范围：中低档女性服饰（以流行款式为主） 顾客范围：8-25 岁年轻女孩该年龄段的消费群体是服装消费 的最主要的群体，是消费群体中服装购买频率最多，总体购 买金额较多的
