视光中心创业计划清单书.doc

wordMingshi Optical Center 策划人： 李林 黄涛 高尚志 邓皓文 精彩文档目录第一局部 项目概要项目背景····························································1公司介绍····························································1项目核心服务························································1第二局部 市场分析市场概括····························································3需求分析····························································4竞争对手分析························································5PEST分析···························································6竞争优势····························································10SWOT分析··························································11第三局部 公司战略公司概况····························································12总体战略····························································12第四局部 服务运营服务系统的分析与设计···················································13服务收费费用表·························································13物质供给·······························································14设备和动力管理·························································14库存控制·······························································15推广方案·······························································15第五局部 财务分析股本结构与规模······················································15财务分析····························································17第六局部 风险管理政策风险····························································18管理风险····························································18市场风险····························································18财务风险····························································19解决方案····························································19风险资本退出························································21第七局部 实施措施目标································································21企业文化····························································22组织结构····························································22组织制度····························································27人事异动····························································31行为准如此····························································32奖惩制度····························································33附：视光检查手册精彩文档 第一局部 项目概要 一、项目背景 随着信息化时代的到来,保护眼睛越来越受重视。

世卫组织曾发布人类获取信息的渠道90％通过眼睛,而2006年影响人类生活质量的三大疾病中,眼病排到了第三位,仅次于恶性肿瘤和心脑血管疾病 中国传统眼科收入只能占综合性医院的3—5﹪，关注的是“眼病〞 ，忽略了占眼保健总需求90﹪以上的常规保健现代视光中心将专注于眼睛护理以与传统眼镜的销售有机融为一体，作为具国际水平的护眼中心，护眼将眼光专注于优质护眼服务，为市民提供全面眼科视光检查、儿童视觉训练、色觉检查、视野检查、青光眼检查、糖尿眼检查、角膜矫形、隐形眼镜验配与跟进护理、眼镜验配等一站式专业服务二、公司介绍 明视视光中心是专业为客户提供视力健康解决方案的视光服务企业，品牌在成立之初，就立志将欧美先进的“私人视光顾问〞模式引入中国，为中国消费者提供完美、专业、高端的视力健康方案 明视视光中心始终坚持“改变视界看法〞这一品牌核心理念，始终坚持以客户需求为服务出发点，提供从“专业视光咨询〞、“完美配镜体验〞、“终身跟踪服务〞、“爱眼增值活动〞等一整套西方视光学服务，并且推出基于生活、工作实际需求的完美验光法，让客户真正获得完美的视觉体验明视视光中心突破传统眼镜店的服务功能：集预防、控制、验光、矫正、科普于一体，采用全套高科技眼科视光设备，引进高级验光师和眼科专家，对真假近视、视疲劳、斜视弱视、近视持续加深、疑难屈光不正等进展综合检查和处理。

三、项目核心服务 PCJ方案 PCJ方案的主要服务内容是具有独创性的Ø P〔professionalization〕专业化服务，Ø C〔caring〕贴心服务，Ø J(joyful) 快乐恢复课程， 1〕专业化—视光中心采用全球先进设备，专业的视光人才与科学的视力恢复方案 2〕系统化—对每一位顾客提出全面适合的视光恢复方案，定期邀请顾客复检，再 次修订视力恢复方案 3〕贴心化—爱眼课堂、爱眼郊游均灵活安排，争求让每位顾客体验到贴心的服务 4〕个性化—最新潮的各式近视眼镜、太阳眼镜让你出彩出众，炫出自我风采 5〕网上预约检查，更节省时间，线上跟踪护理结果，贴心到家视光中心将提供全面完善的视光检查，不局限于传统的眼镜店的单纯验光配镜，而是全面专业的视力检查，在专业的验光师的检查分析下可以准确查出视力问题，并提出行之有效的护理方案重大眼部疾病如此建议顾客前往医院就诊，必要时可由视光中心推荐顾客前往合作的知名眼科医院就诊在顾客验光配镜或全面视力检查后，免费邀请顾客参加由视光中心组织的爱眼讲座，专业的爱眼教师向顾客讲解爱眼常识。

并定期邀请顾客参加爱眼郊游，在轻松愉悦的气氛中向顾客传授爱眼常识与视光知识顾客甚至可以带上亲友，只需交根本郊游费用即可享受一场爱眼之行顾客就可以将学到的爱眼视光知识传播开来，为亲友的眼睛带去健康 3.验光配镜顾客在综合验光仪检查与专业验光师了解消费者近视眼的产生缘由，真、假近视，还是由眼疾引出的近视之后，验光师开具验光处方的同时注明消费者是否患有眼睛疾病，必要时建议顾客前往医院就医如一般近视顾客在配镜之后，给顾客介绍护眼常识有条件要向顾客普与专业视光知识，给出顾客对眼睛的日常保养方案〔包括适宜日常用眼方式与食疗方案等〕并定期邀请顾客参加有训练有素的爱眼教师的讲座一些感觉眼部不适的顾客来本中心做全面的眼部检查先由验光师做初步检查诊断，在建议做更全面深度的检查查出病因之后，再由专业视光师做出评估，把能通过护理保健得到恢复的眼部问题通过本视光中心的专业团队解决给顾客介绍护眼常识有条件要向顾客普与专业视光知识，给出顾客对眼睛的日常保养方案〔包括适宜日常用眼方式与食疗方案等〕并定期邀请顾客参加有训练有素的爱眼教师的讲座如假如有重大眼部疾病如此建议到医院就医 本中心还定期组织顾客参加爱眼郊游活动，由专业爱眼教师和心理教师带队，郊游过程中爱眼教师讲授视光保健知识，心理教师疏解顾客情绪，让顾客在一种轻松愉悦的气氛中吸收爱眼知识感受自然、放松眼睛的疲惫。

第二局部 市场分析一、市场概况 1. 市场容量 随着经济的开展，人们的生活质量在提高，需求结构也不断发生变化，人们在文化、保健、休闲娱乐等非物质消费方面的支出占家庭总体消费的比重逐渐增加现代生活节奏加快，精神紧X，压力大，加之过量饮酒、吸烟，空调、长期面对电脑书本等因素，使人们的视功能降低可见视光行业前景广阔传统眼镜店与视光中心的区别验光验光、视功能检查功能片5%销售功能片40%销量光顾眼镜店半年甚至一年一次每周甚至每天光顾眼镜店复查项目单一视觉训练、按摩、理疗对全年龄段简单验配保健理疗、训练、验配客户忠诚度低〔档案〕客户忠诚度高〔档案〕盈利模式的区别三万家共营 400亿一千二百家共营 60亿验光 0%视功能检查 10% 复查 0% 复查康复训练 20%2. 趋势分析〔1〕高收入群体的不断壮大，人们消费水平不断提高，不断追求生活品质〔2〕传统眼镜行业不景气——我国眼镜市场的消费总额在2007年达到了一个阶段性高点—280亿左右而2008年中国眼镜市场受全球金融危机的影响，整体销售额下滑了15—20﹪，全年销售总额只有230亿左右。

〔3〕视光中心以传统眼镜验配加。