I. Project name
3000 acres of lotus root ponds comprehensive development
Second, the project overview
1, convenient transportation: Shandong Dongying City, the airport, port, train, automobile transportation routes are well developed.
2, rich in resources: located in the Yellow River Mouth Nature Reserve, climate, soil, geographic advantages are obvious, water, electricity is complete, the development potential is huge.
Third, the progress of project preparation
has done a good job in the overall planning and design and other work related to the development of
Fourth, the scale and content of the construction
1, aiming at the policy, and strive for financing 600,000 yuan to transform the lotus root ponds of 3,000 acres.
2, investment of 2.4 million yuan for lotus root seedlings, shrimp seedlings, fertilizers, artificial, living area construction, is expected to produce 2250 tons of lotus root, shrimp 75 tons; two total of 3 million yuan.
Fifth, the project feasibility analysis
Lotus root is one of the main vegetables in the daily life of the residents, with its beautiful and inexpensive by the consumers, the market sales increased year by year. Lotus root can also be processed into lotus root powder, lotus root slices, lotus seed can be used as medicine and edible supplements. Lotus root shrimp mixed farming is a new model of ecological farming, has been the test of two years of farming are successful, the market prospect is quite broad.
Six, investment and benefit analysis
In the Yellow River estuary nature reserve, the investment of 3 million to build an area of 3,000 acres of lotus root planting base. Annual output of 2250 tons of lotus root, the pond price of 1 yuan / kg, the annual output value of 4.5 million yuan, annual profit of 3 million yuan, profit rate of 66.7%. Annual output of 75 tons of white shrimp, wholesale price of 10 yuan / kg, can create 1.5 million yuan of output value, profit of 900,000 yuan, profit margin of 60%. Annual total net profit can be created 3.9 million yuan. The payback period is 1 year.
VII, risks and countermeasures
1, natural disaster risk: such as rare hailstorms, droughts lead to a decline in production, but not extinction.
2, preventive measures: hail warning by the local Armed Forces Department of anti-aircraft guns to prevent, generally not encountered in ten years. Lotus root ponds near the backup reservoir 5000 mu; if necessary, can be used for emergency transfer.
VIII. Benefit allocation can be determined in consultation with the investor.
Nine, the project preferential conditions
Land contracting fee price concessions, only 130 yuan / mu / year, free use of water resources.
Contact Address: XX City XX District XX
Merchants Project Planner (II)Chapter I Project Positioning
First, a unified publicity caliber
1, publicity of the general spirit of the
Shengze City Commercial New Wealth Center
< p> 2, the status of the projectShengze city and the Oriental silk market in line with the trend of a new round of development, came into being. Sheng's Group, the government's first push, the top ten key projects of the top priority.
3, the significance of the project
Seize the core location of China's Oriental Silk Market, and Shengze Plaza **** with the construction of Shengze city's new commercial supporting centers and iconic buildings, breaking the traditional business model of Shengze, leading the comprehensive upgrading of Shengze city business.
4, the project market positioning
Integration of modern real estate and business operation concepts of the essence, drawing on the absorption of domestic and foreign commercial street of the successful experience, the integration of the international business model and the local culture of Shengze, Shengze people and domestic and foreign businessmen to create a shoulder with Shanghai, Suzhou, synchronization, a new all-powerful business arena, to create an international, localized, professional integration and interaction of the first commercial street in Shengze! The first commercial street in Shengze!
5, the basic situation of the project
Nearly 100,000 square meters of construction area, more than 400 meters of commercial street, set of international first-class large supermarkets, famous home appliances stores, digital plaza, professional department stores, entertainment and leisure, catering, business offices, hotel apartments multi-functional as one of the high-end shoppingmall, convergence of thousands of people, logistics, capital flow, information flow, will be the real core of the new Shengze commercial business. It will become the real core business district of New Shengze.
Two, investment positioning
As the only mid-range shopping mall in and around Shengze, we focus on attracting brand awareness, formal business, and well-run brand merchants to meet the public's all-round consumption needs.
Three, industry positioning
Absorbing the essence of China's famous street business planning and combining with the consumer culture of Shengze, we have planned a rich and reasonable business model with various brand stores, hypermarkets, large restaurants and entertainment as the core, including various brand stores, specialty stores, theme department stores, electrical appliances, supermarkets, bookstores, etc. We have adopted a diversified business model and a one-stop commercial shopping mall. Adopting a diversified business model, the one-stop commercial pedestrian street (open shoppingmall) meets the consumption needs of people from all walks of life.
Chapter 2 Merchants Strategy
I. Business design, business positioning strategy
Accurate, differentiated business positioning is the reason why the competition of the pedestrian street is winning.
The development and operation of Dongsheng Pedestrian Street should always adhere to the new architectural form, a new consumer environment, a new combination of advanced concepts.
In the industry mix, we have to grasp the tendency of local consumer demand and consumption characteristics, focus on highlighting, rich industry, organic combination. Firmly discard the industry that is not suitable for the local consumer culture!
As a result, we have identified a variety of brand stores, hypermarkets, large restaurants, entertainment as the core, the main store, the second main store (large stores) accounted for about 50%, catering, entertainment and leisure (small stores) accounted for about 30%, the brand specialty stores accounted for about 20%.
Second, the store investment strategy
Taking into account the different characteristics of the main store, the second main store, international brand stores and other brands investment, the development of the first to determine the main store, and then a comprehensive investment in the basic strategy. In the implementation process, the main store, international famous stores and catering, entertainment to advance investment, other subsequent
Third, tailored for customers to open a comprehensive solution
Under the guidance of this strategy, after the training of professional trainers training investment team, according to the actual situation of the flexibility to adjust and implement the leasing policy. For example, according to the different needs put forward by different types of tenants, to put forward tailor-made solutions for them; proper arrangement of the floor location of the tenants, mutual location, so that the relative rows into the market, reciprocal **** win, rather than interfering with each other, weakening; according to the overall market positioning and industry mix, the requirements of the tenants into the tenants, and to assist them in adjusting, upgrading and perfecting their new store in Dongsheng Walking Street positioning, grade and other qualities.
Fourth, the project publicity and promotion strategy
In the market publicity and promotion, the implementation of integrated promotional strategies, to provide strong support for investment.
One for the media publicity, two for investment activities.
Key investment activities are as follows:
Investment conference and signing ceremony of the main store, investment results conference, project promotion, building node celebration.
Fifth, investment progress, quality, cost strategy
In order to put the investment plan into practice, to achieve the goal of fast and economical. We are in the investment progress, quality, cost of strict control, unified control. Take the time to promote the table control progress; according to the layout of the industry and market positioning of merchants carefully selected, focusing on the absorption of brands, strength and characteristics of the business to control the quality; investment costs for the fine-tuning, and take the following measures to investment costs for the unified arrangement, scientific distribution.
1, investment mission indicators decomposition to people, cost decomposition to people.
2, the key investment fee to focus on the use, to avoid fragmentation.
3, focusing on the protection of excellent investment talent wages and incentives management.
4, pay attention to large customers investment and relationship investment, cost arrangements to be tilted.
5, after careful planning of the media publicity plan, to achieve accurate and effective communication, value maximization. Firmly avoid the publicity costs of misuse and waste.
Chapter III Merchants stage, investment objectives and time schedule
I. Stage division
Merchants preparatory stage, the main store investment stage, the full investment stage, the operation of the adjustment stage of four stages.
Second, investment objectives
As the pedestrian street business is the need for continuous adjustment, optimization, in principle, investment work is not the end of the full recruitment. But in order to clarify the direction, the specific objectives are as follows:
1, as of XX 20XX, XX, the basic completion of the pedestrian street main store, the second main store (large stores) investment, the completion of 70% of the small stores.
2, as of 20XX XX month, basically complete the investment mission.
3, as of the end of XX in 20XX, the merchants began to enter the decoration, in preparation for the opening of the street. Strive for the end of XX, to ensure that XX month must open.
Third, the time schedule
In order to concretize the enforceable, in the time schedule, this plan involves the time period: 20XX XX month to start the implementation of the deadline for 20XX opening.
Chapter IV Organizational Structure
First, the project personnel recruitment
Even the largest projects are people do, the human factor in the project investment in the most fundamental determinants, so the recruitment, selection and training of a large number of investment elite, to create a strong investment team, is the most important part of the preparatory stage of investment. team, is the most central task in the preparatory stage of investment.
At present, the newly hired three people, including investment director and investment commissioner each one, a planning, from the commercial company to transfer a design, the formation of a second investment department, but this is far from enough. Through the network and other channels are looking for more experienced practitioners, with a large number of customer resources, specialized high-quality investment personnel, the goal is to set up a 10 people (excluding investment center personnel) of the professional team.
A team needs not only specialization, but also integration. Therefore, the training of the team is particularly important.
The goal is to enable the entire team to have a complete project knowledge structure, excellent team execution and *** with the same value orientation, the training content is as follows:
1, five core concepts of training.
2, team execution training.
3, the training of project knowledge, so that team members have a clear understanding of the project.
4, the training of investment promotion skills, including answering the phone, reception language, negotiation strategy and negotiation skills, in order to develop and improve the investment promotion ability of team members.
5, investment etiquette and investment system training (language arts, investment system description and contract interpretation, etc.).
Second, the investment structure, the establishment of investment mechanism
In the recruitment of personnel and the establishment of investment structure, we follow the elite, streamlining, vertical principle, the purpose is to achieve the minimum number of personnel, the command and execution of the system is simplified, the results of the efficiency is maximized. In order to save investment costs and improve efficiency. Merchants structure and personnel responsibilities are as follows:
Merchants main duties
(1) Merchants a main store is responsible for investment: 1 person;
(2) Merchants two is mainly responsible for food and beverage, entertainment investment: 3 people;
(3) Merchants three is responsible for the investment of the department store, apparel categories: 2 people;
(4) Investment Promotion Department IV is mainly responsible for comprehensive categories of investment: 2 people;
(5) Planning Department tentative staff of two people, mainly responsible for the planning of investment, the development and implementation of the media plan, the planning and writing of investment copy and design. A planning, a design. According to the development needs, the opening of the pedestrian street, the need to increase the planning of a;
(6) This structure for the pre-opening of the organization, the opening of the preparatory period and the opening of the operating period of the structure, then 3 months in advance of the report to the Ministry of Human Resources.
The establishment of the investment promotion mechanism is to form a humanized system management atmosphere in the investment promotion team, so that there are rules and regulations, rewards and penalties are clearly distinguishable, both personal contribution, pay more attention to the team spirit. The establishment of a series of management systems.
(1) the establishment of investment promotion personnel incentive policy
(2) the establishment of investment promotion personnel penalty policy
(3) the establishment of investment promotion personnel day-to-day management of the standardized system
Chapter V Merchants information
a. Investment manual (already) and investment promotion instruction manual
two. Lease Contract
iii. Commissioning Contract
iv. Confirmation of Fixed Lease
v. Investment Entrustment Letter
vi. Investment Procedure Form
vii. Determination of customers
I. Investment promotion methods:
1, the project investment conference
2, the project promotion forum
3, the large retail chain meeting
Second, the target customers
Main stores
1, supermarkets: Carrefour, Tesco, RT-Mart, Goodyear, Wumi, Century Lianhua and so on.
2, home appliance stores: Gome, Suning, Yongle.
3, department stores: the People's Mall, Shilu International Shopping Center, Shenzhen Rainbow Department Store, Yintai Department Store and the Yangtze River Delta region's famous department stores.
Sub-primary stores
1, the popularity of stores: KFC, McDonald's, Starbucks, H?agen-Dazs, large Chinese food, mass-market KTV, etc.
2, digital plaza, bookstores, sports world, discount stores
3, movie halls and adult video games
Third-party investment promotion network platform establishment
The stone of other mountains, can attack jade, thus, the establishment of a third-party investment network platform can be a huge information support, can save a lot of manpower, publicity and promotional costs, to accelerate the speed of investment. Build a third-party investment network platform can be from these channels to fight.
1, professional investment website
2, professional real estate trading platform
3, industry associations and government investment agencies
4, and the positioning of different commercial projects to establish a strategic partnership with the investment department, to reach a win-win pattern of resources **** enjoy.
Chapter VII Publicity Strategy
Large-scale thematic investment activities, with a full range of three-dimensional media platforms (television, newspapers, networks, radio) publicity and hype, is a pedestrian street investment promotion of nuclear weapons.
1, investment conference
2, project promotion (refers to the regional for a certain number of intentional business centralized project description, negotiation)
3, the main store, the main store, such as a certain brand awareness and influence of the signing ceremony, such as KFC, Carrefour, Gome, Forever, Rainbow Department Store.
4, the stage of the investment results conference
5, named after the project of the large-scale retail chain meeting
6, the completion of important nodes of the project (topping out, completion, etc.) and the opening ceremony
According to the current project investment, in the month of 68, the plan is to hold an investment conference, the project will be launched, signing ceremonies, other activities depending on the specific development of the Other activities depend on the specific development. Activity specific planning and implementation of the program in the determination of the writing.
Chapter 8: Merchants' expense budget and rent proposal
I. Merchants' expenses
Personnel travel expenses, business reception costs, publicity costs - advertising and investment activities, Merchants commission
The total investment promotion cost is 10% of the annual rent, about 2.3 million. Among them, investment personnel commission 4%, travel hospitality 2%, advertising and public relations gift fee 4%
Second, rent proposal
According to the local rent situation in Shengze, the current project surrounding the commercial situation and combined with our market positioning, to determine our rent level for the upper level.
Chapter IX Merchants Policy Proposal
I. Payment Methods: Small Shops and Large Businesses
1. Small Shops: Initial deposit (three months' rent), and payment of the rest of the rent upon signing of the lease contract.
Large merchants: according to the negotiations, determined by the group leadership.
2, small stores half a year, a month deposit, the next payment must be paid one month in advance.
Second, the rent is high and low
The high and low rent directly affects the interests of the business and our two sides, while also reflecting the value of the location of the street features and the grade and quality of the stores, in the start of the market stage to determine the price of rent, it is recommended that the rent should be high and low that is, the first three years of the rent is booked at a higher level, and then through the rent-free, Free of rent, free of property management fees and other preferential policies to adjust the price level with the surrounding rent, full three years after the rent according to the market situation in determining the market rent price after three years.
Merchants project plan (three)A project to establish the background
Second, the column status and development
In order to promote the development of IT multi-coal body integrated digital television media industry, and to further adapt to the rapid rise of the digital television media industry development. The development of the digital television media industry, specially prepared "multimedia network project investment plan", aimed at seeking strategic partners.
Twelve channels of multimedia television to "twelve-in-one" new operating concepts, the comprehensive development and utilization of channel resources, to play the benefits of space, change the traditional television media, relying on advertising revenue, a single business model, change the consumer market demand as the core of the ① "wrestling in China" ② "film and television in China" ③ "Barter" ④ "Humanities in China". China" ④ "Humanities China" ⑤ "Trade China" ⑥ "Merchants China" ⑦ "Brand China" ⑧ "IT China" ⑨ "Health and China" ⑩ "Real Estate China" ⑩ "Information China" (12) "Game China" twelve main body of the organic combination of the more favorable to open up the vast market space.
"Multimedia TV" twelve channels of development, closely with the development and popularization of China's IT digital television, and constantly expanding the capacity of the columns, improve the quality of the columns, in order to create high-quality columns as the focus of the continuous development of the columns of the resources, so that the "Multimedia Television" channel to become the focus of the Chinese multimedia integrated digital television media industry brand.
Third, the advantages of the program and platform
According to the positioning of the channel, in the future development of a period of time, the content of the channel's resources can be divided into: ① "to create a celebrity" ② "film and television rookie" ③ "City Barter" ④ "Humanities" ⑤ "Trade Information" ⑥ "Chain Merchants" ⑦ "Famous Brands" ⑦ "Branded Products" ⑦ "Famous brand products" ⑧ "IT industry" ⑨ "health advice" ⑩ "real estate trends" 11 "Information" (12) "game paradise".
From the current column of the business classification can be defined as follows:
① "Fight in China" ② "Film and Television China" ③ "Barter China" ⑥ "Merchants China" ⑦ "Famous Brand China" ⑧ "IT China" ⑨ "Health and China" ⑩ "Real Estate China" for the eight benefit channel; ④ "Humanities China" ⑤ "Trade China" ⑾ "Information China" (12) "Game China" for the four major public service channels
Fourth, the alliance mode and conditions
(a) the establishment of the film and television alliance multimedia group: combined with the advantages of the local media industry, reporting on the latest developments of brand-name enterprises or products, a variety of business exhibitions, IT products and games, the health industry, the real estate industry and so on. With the local related industries: such as government websites, newspapers, radio, TV media organizations, insurance companies, banks, hotels, leisure industry, tourism, real estate industry, culture and art industry and other related industries, to establish interactive and diversified mode of cooperation, the development of the most challenging local multimedia film and television group.
(ii) the main conditions of cooperation of the local alliance chain enterprises:
l, the alliance party mainly has a certain degree of economic strength, and a certain degree of understanding of the digital television programs, and confidence in the large and medium-sized private or state-owned enterprises and institutions.
2, registered to set up an alliance cooperation company, cooperative business, the alliance parties need to have filming sites, office space and production of "Multimedia Television" section of the television program's operating funds.
3, "Multimedia Television" to provide column resources, full support for the alliance cooperation company, responsible for the broadcast of television programs, and my production and television program operation and management, online training and so on.
4, the alliance party is responsible for the local human resources, work organizations, financial management, financial co-ordination and so on.
5, in the overall planning of the channel, the cooperative company is responsible for carrying out the barter, public relations, packaging, advertising, brokerage, recruitment, investment, copyright transfer and other related businesses in the region.
6, operating profits and copyright can be returned to the alliance partner companies.
7, the establishment of the Union film and television center: set up in local cities with first-class equipment, talent production center, combined with the advantages of the local media industry, the development of the largest local film and television talent, to create a celebrity base.
(C) the main conditions of cooperation for local advertising companies to join the chain:
1, the partner has considerable economic strength and business capacity of local enterprises or individuals and medium-sized advertising companies.
2, the partner is responsible for the promotion of the column's television program business includes barter, public relations, packaging, advertising, brokerage, recruitment, investment, copyright transfer and so on.
3, the partner can contribute to the contract or agent sales of "Multimedia TV" twelve channels of multimedia television program time slots, independent management.
4, the channel according to the partner to complete the business volume to give a variety of preferential conditions.
Five, the market benefit analysis
In recent years, China's IT multimedia media industry has increased continuously at a rate of 25%, the profit margin of 20% -45%, fully demonstrating the huge potential of China's multimedia integrated digital television media industry and the space for development. At present, as companies have a brand awareness, many companies began to enter the multimedia media industry.
(a), "multimedia television" channel audience positioning: age structure 16-65 years old
gender structure of male 60% female 40%
occupational structure of blue-collar 30%
wage earners 40%
teenagers 15%
Part-time workers 10%
Other 5%
(2), "Multimedia Network" market profit margin
Advertising business market: the main source of patch, title, subtitles, stickers, sponsorships, and soft advertising and so on (can generate 500,000-800,000 yuan of profit per year).
Distribution and sales market: the channel finished film, of which 20% to 30% can be sold, the copyright profit margin of 20% (annual revenue of 80-1 million profit).
Film and television training market: the organization of actors, hosts, screenwriters, film and television production, music, make-up and other training (annual revenue of 1-1.5 million profit).
Competition performance market: the formation of cultural and artistic groups and major performing stars, through the cooperation of various types of local competitions and performances, to create a well-known local products and characters of the performance of the brand (annual revenue of 40-50 million profit).
Local barter market: to create a multimedia TV local barter huge market space (annual revenue of 20-30 million profit).
Joint media market: the establishment of related websites, newspapers, broadcast media interactive platform (annual revenue of 5-10 million profit).
Capital operations market: the formation of alliances, franchises, chains, cooperative system, to attract capital, there is a large space (can generate revenue of 40-50 million profit per year).
Online exhibition market: the organization of all kinds of meetings, tournaments, judging, and VIP membership clubs, etc. (20-30 million profit per year).
(C) "Multimedia Television" channel operation strategy: diversification, multi-column specialization, personality and local combination and alliance business development strategy, investment and risk coexist, "Multimedia Television" section should take various measures to minimize the risk of various types.
Sixth, development prospects
According to a research report called "Mobile TV and home TV video business", mobile TV and home TV video business will be the main business of mobile operators to enhance the revenue of their 3G network business.
The report notes that people spend far more time on TV than on their cell phones. However, consumer surveys show that consumers are beginning to accept this kind of content on mobile networks. With a focus on mobile TV and video-on-demand (VOD), the market for the twelve channels of Multimedia TV is promising. The report also notes that 3G is finally making it possible for operators to bring mobile TV to the mass market thanks to support for video streaming and video content downloads. The future of mobile TV and home TV video business is as promising as the current Internet business.