How to write the business plan of the wall painting studio? What excellent model essays can be used for reference?
One: Overview of the studio
1: background of hand-painted wall The predecessor of hand-painted wall should be said to be a mural, which is one of the earliest painting forms in the history of human resources. Most of the existing prehistoric paintings are cave paintings and cliff murals, the earliest of which was about 20 thousand years ago. 14, 15 At the beginning of the century, with the development of religion, painting methods of drawing various religious patterns on walls appeared. The patterns drawn in this way are generally religious themes to decorate churches and other buildings belonging to churches, thus increasing the seriousness and sacredness of buildings and the environment. In ancient Egypt, artists carved various patterns on walls and columns as decorations, many of which recorded the life of the owner of the residence and recorded various fairy tales. This is the original mural art in Egypt. In Tibet, China, people painted Buddha statues on walls and painted thangkas (ornaments made of cowhide) to drive away evil and pray for peace. In all countries and religions, there are records of carving and painting on walls. These murals recording the religious and living conditions at that time are today's murals. In 1960s, graffiti culture appeared in Philadelphia and Pennsylvania. From the simple combination of letters and numbers such as labels and house numbers to the study of fonts and effects in the early 1970s, graffiti has gone out of the corner of the United States and become a global artistic creation in the past 40 years. Hand-painted walls originated from ancient mural art, combined with graffiti from Europe and America, and were brought into modern home culture design by many avant-garde designers, forming a unique home decoration style. In recent years, hand-painted walls are particularly popular among young families in China, and their entertainment spirit, which shows individuality and fashion, has suddenly captured the hearts of young people. The post on the home forum about hand-painted wall has become a hot post with high click-through rate several times. When graffiti swept the world and became a fashion, this trend began to sweep the home field. Hand-painted furniture, tiles, decorations and fabrics are more common. Nowadays, murals are frequently staged in home decoration. In modern life, we are increasingly pursuing elegant posture and noble taste, and we call for freedom and individuality. Wall painting makes our walls no longer stick to a certain overall style, with various forms of expression. Want to watch cartoons in the bathroom? The kitchen should be realistic? The bedroom should be freehand? The living room is antique? The art of wall painting helps you realize it one by one. Nowadays, more and more people accept this art, and even do it themselves to realize a beautiful home with unique style and full personality.
2. The basic situation of the studio
? Mingming Cai hong Qiang hui studio
? Established on February 20 12, 14.
? The registered capital is 40,000 yuan.
3. The basic goal of the studio
Only by fundamentally understanding the hand-painted wall market and constantly innovating and developing can we gain a foothold in the hand-painted wall market and have our own place.
Short-term goal (three months)
1. Investigate the market environment of the industry to understand the market potential of hand-painted walls.
2. Investigate consumers' purchasing psychology and understanding of hand-painted walls.
3. Understand the advantages and disadvantages of competitors' products and their business models.
Medium-term goal (one year)
1. Stabilize the market and accumulate a certain economic base.
2. Increase publicity efforts
Long-term goal (three years)
1. Establish a studio brand (word of mouth, patents, features, etc. )
2. Expand the studio scale, improve the studio system and personnel arrangement, use various media to promote the company, and convene people interested in such products for training.
3. Based in Hunan, facing the whole country.
4. Studio business philosophy
Great changes in the environment have greatly changed the management concept of the studio. Product-centric? Started to become. Customer-centric? . 4. 1 run one? Customer-centric? De studio
4.2 Pay attention to customer value and customer satisfaction.
In the short term, you can often earn more money through high-pressure promotion. In order to close the deal as soon as possible, many salespeople often exaggerate. However, this strategy often leads to customer disappointment, increasing customer churn rate and high-tech customer development costs. Wisely bring a veritable brand to customers, and further pursue new values and integrate them into customer activities and customer satisfaction.
4.3. Develop channels that can respond to customer preferences.
Customers often want to get products in different ways, but we often reserve and protect some form of access. For example, many people may want to mail-order cars through a large catalog, rather than through a car dealer? For example, order a Dell computer. In the long run, customers' preference for access will eventually prevail. Therefore, we must grasp customers' preferences and find a suitable channel for customers.
4.4. Develop loyal customers through credit card consumption.
Our studio is determined to do a good job in this market, so we prepared a copy? Consumer scorecard? Give more surprises and benefits to loyal customers and let consumers become consumers at the same time? Capitalist? .
4.5. Earn profits from the lifetime value of customers.
We will break through the thinking of taking sales as the sole purpose and think about the lifelong value of customers? That is, the value of the benefits that the studio can get from customers in the future, we must consider how to make greater business with a customer in a certain category. Therefore, our goal is to bring long-term value to customers and create customers with more lasting relationships. We decided to focus on customer share and redefine our product portfolio, service portfolio, channel portfolio and communication portfolio. It is wise that we will cultivate customers carefully like gardeners instead of playing the role of hunters.
Two: product and service analysis 1. Diversification and specialization of product styles.
Southeast Asian plants create exotic customs
Hand-painted plant patterns are probably the most popular hand-painted wall patterns this year. Among them, Southeast Asian style has always been a hot spot in the bedroom trend. Whether it is mysterious Thai ornaments or lively Indian patterns, it is a common element in the current decoration. Similarly, patterns with typical characteristics of this area, such as large green plants, seaweed, shells, green plantains, etc., have also become the darling of decoration. In addition, Southeast Asian style elements are famous for their bold color matching. Hot dance? There is a message of relaxation in the middle, mystery in charm and passionate experience in peace, which is undoubtedly full of great charm for a resident who is full of passion and expectation for space, and the harmony of colors also adds highlights and personality to ordinary walls. Comments: This style emphasizes the use of exaggerated colors and lines, such as slightly exaggerated lotus flowers, black is more eye-catching and has a unique effect. The picture is layered, elegant and slightly feminine. Prevalence: ★★★★★★★
Japanese and Korean cartoons bring romance.
In the minds of many women, cute Japanese and Korean cartoons are often the best examples of romantic dreams. Nowadays, it is not impossible to move all this into the home. Just using pink to decorate the home and walls seems to be something missing. A lightly sketched stroke, an umbrella or a small animal pattern casually embellished will make the wall instantly vivid. In this style, cute animals and? How many meters? Style comics will become the favorite of young women. One? Have a good wind? A fluttering tree, a pair of snuggling backs, a butterfly spreading its wings, and even a few drops of slightly sad raindrops? Enter the room? Bring a different style to the home.
Comments: This style outlines the image of the hero and heroine with lines, and expresses romantic feelings with simple and slightly emotional paintings, with light colors as the main color. Cute type is displayed with common cartoon patterns, which can be mainly located in corners and low places, or can highlight creativity and confuse the real with the fake.
Prevalence: ★★★★★
Realistic art brings European luxury
You're not just putting up golden wallpaper at home, are you? Is it wonderful? . People with good taste can move murals to luxury houses, angels, portraits or historical allusions, and paint several walls and even ceilings in villas. In this style, a sense of atmosphere is emphasized, and creativity is demonstrated with realistic portrait painting and complex background. At this time, space will blend into feeling. Comments: This style is the most complicated. Most people who choose it are villa owners or art lovers. Can be used with wallpaper, the color is mainly gold, silver or dark, which takes the longest time.
Prevalence: ★★★★
2. Product quality
Successful manufacturers or operators will start with quality first. If the quality of goods is not well controlled, it will be difficult for goods to realize their own commodity value and use value, which will damage consumers' rights and interests and lead to the loss of business reputation. Once it loses its credibility, it will be difficult for enterprises to survive. In order to ensure good quality, the raw materials and products purchased by our company adhere to two points: first, the quality is not excellent, and second, there is nothing? Commercial credit card? Please do not enter. Effectively satisfy every consumer.
3. Paint for hand-painted walls
Propylene pigment is a synthetic polymer pigment, which was invented in 1950s and made of pigment powder and acrylic latex. Acrylic latex is also called acrylic polymer latex. There are many kinds of propylene resins, such as methacrylic resin, so there are also many kinds of propylene pigments. Foreign pigment manufacturers have produced a series of propylene products, such as matt propylene pigment, semi-matt propylene pigment and glossy propylene pigment, as well as propylene matt oil, varnish and plastic ointment.
Acrylic pigments are very popular with painters. Has the following characteristics:
(1) can be released by water, which is beneficial to cleaning.
(2) Quick drying. Paint can be dried in a few minutes after putting pen to paper, instead of waiting for months to polish it like oil painting. Painters who like slow-drying pigments can use retarders to delay the drying time of pigments.
(3) After drying, the colored layer will quickly lose its solubility and form a tough, elastic and impermeable film. This film is similar to rubber.
(4) The color is full, dense and fresh, and there will be no disharmony. Dirty? Gray? This feeling. The color layer will never be stained by oil absorption.
(5) The durability of the work is long. The oil film in oil painting is easy to oxidize, yellow and harden, and it is easy to crack the picture after a long time. Theoretically, acrylic films will never become brittle and yellow.
(6) The biggest difference between acrylic pigment and oil painting is that it has the operational characteristics of general water-based pigment, which can be used as both watercolor and gouache.
(7) There are particles, coarse particles and fine particles in the acrylic plastic ointment, which provides convenience for making texture.
(8) Propylene pigment is nontoxic and will not cause harm to human body.
3. Maintenance of hand-painted walls
Generally, indoor wall paintings don't need much protection, as long as there is no dust, moisture (a little water doesn't matter), oil smoke, or deliberate scraping, the quality guarantee for 8 years is not a problem. Outdoor walls are painted with protective glue or varnish, so don't worry.
4. Service analysis
To satisfy customers, it is necessary to integrate sales and service to satisfy customers in all directions. Providing customers with a single service project can only attract customers for a while, but in order to truly grasp customers' hearts and have high loyalty to products, we must rely on perfecting a good integrated service strategy. Service integration includes pre-sale, in-sale and after-sale services, which are interrelated and interact with each other. From a vertical perspective, it is a service related to product life; Horizontally, it is a combination of various service items and service methods. Our slogan is: one persistence, one commitment-quality is the best salesman.
pre-sale service
1. Do a good job in hand-painted market research.
2. Carefully design hand-painted products, do a good job in product promotion, and make picture books for customers to buy.
3. Help customers understand their own needs, arouse customers' needs, stimulate customers' interest and generate purchasing desire.
sales service
1. Provide enthusiastic service to customers in the process of product sales. (For example, in the sales process, smile and enthusiastically introduce the product style and product type to customers. )
2. Patiently help customers choose goods and answer customers' questions.
3. Always maintain a good service attitude towards customers and after-sales service.
1. Create a customer information file
2. Regular maintenance on the wall.
3. The company does not provide maintenance for quality problems such as product damage caused by abnormal use or other human factors.
Three: Market evaluation
1. Description of target customer:
Hand-painted wall has been popular since 2007, and it has been unknown for just one year. Now it has become the new favorite of fashion. I have to say that the more fashionable and fresh the object, the more it can attract the public's pursuit! Hand-painted decoration, with its own beauty, fashion, personality and generosity, has become the darling of home decoration today. For modern people, home is a very important private space. How to make home more warm and fashionable is the demand of more and more people, and wall stickers can just meet such a demand of the public and make personality everywhere! Looking at the development trend of hand-painted walls, there is a great market. First of all, the development of domestic home accessories is still in the primary stage, and wall stickers belong to the category of home accessories, which is a new category; Secondly, more and more people pursue the quality of life and taste, which is bound to create an atmosphere for the development of wall stickers. Choosing a stylish and personalized wall sticker will definitely make your home different! At present, the hand-painted wall market is mostly in large and medium-sized municipalities directly under the central government, with a strong modern atmosphere, mainly for newcomers born in the 1980 s. With more and more people buying houses after 1980s, new decoration styles are needed to meet their needs. To pursue fashion? Hand-painted walls are undoubtedly the best choice for the post-80s generation who have a flamboyant personality and little money in their pockets.
2. The main advantages of competitors:
Common similar decorative products on the market are as follows: sticker wall painting ~ template wall painting ~ hand-painted wall painting and wallpaper.
Sticker mural
Technology: engrave a monochrome pattern sticker on the instant sticker with a engraving machine and stick it on the wall.
Advantages: mass production, no need for professional construction and low price.
Template mural
Process: You can choose an existing hollowed-out pattern, then stick the template on the wall and remove the template with good color. You don't need professional construction, you can do it yourself by DIY, and the price is moderate.
Handmade mural painting
Technology: more integrated with the overall decoration style and furniture collocation, tailor-made wall painting suitable for the layout and style of furniture in the house. At the same time, it is flexible and can be combined with various decoration methods.
Advantages: it can be designed according to the indoor space structure, covering up the deficiency of the building structure, beautifying the space, and at the same time, it can integrate wall painting with indoor furniture design without any restrictions on painting style.
wallpaper
Technology: Choose patterns and types according to your own preferences and home style, and it is best to invite professionals to paste wallpaper.
Advantages: The wallpaper is beautiful and durable, washable, with long service life and various flower shapes, which has become a necessity for many home decorations.
3. The main disadvantages of competitors:
Sticker wall painting: the pattern template is unified and fixed, which is easy to be out of touch with home style, resulting in a sense of disharmony with home decoration. Sticking to the wall is easy to fall off? Yellowing? Curling? Destroy the overall feeling of the wall
Template wall painting: the pattern template is unified and fixed, and the paintings made are easy to repeat except for different colors. Template painting can only have vector style, and the color tone is single, so the painting style is greatly limited.
Handmade murals: high price.
Wallpaper: A lot of glue will be used in the process of pasting wallpaper, which will bring the hidden danger of formaldehyde exceeding the standard, and it is also more troublesome to deal with, and the flower shape is repeated, which lacks personality and choice space compared with hand-painted walls. 4. Compared with competitors, the main advantages of this studio are:
Hand-painted wall can abandon the rigidity and artificiality of frame decoration and freeze a flowing and three-dimensional picture on the wall. The diversity of pattern selection also plays a role in family decoration? Personalized label? . Plant patterns ranked first in the popularity of hand-painted patterns on walls this year. Green plants, seaweed, shells, plantains and lotus flowers have all become the darlings of hand-painted walls. This style is like a woman's femininity, paying attention to layering and emphasizing exaggerated colors and lines. Cute animals or Jimmy-style cartoons can also be posted on the wall, which has become the favorite of young women. This style outlines the image of the hero and heroine with lines, and the color is mainly light. If you choose cartoon patterns, they can appear in corners and low places, which can highlight creativity and confuse the real with the fake.
Hand-painted walls give people a brand-new concept of home design. Hand-painted walls let people living in the same narrow space find a way to release their personalities, but they also make the walls cold. Monotonous furniture and lack of smart space.
Jump up. This kind of hand-painted wall decoration painting gets rid of the bondage of ordinary decoration painting and the limitation of environment, and will present a flowing landscape more naturally. Even if it is painted on the most common and simple wall, it will show different styles in the pen because of the different mood and inspiration of the creator. The common hand-painted wall is to choose a main wall for large-scale painting. As the main decorative surface in the home, this kind of hand-painted wall painting often brings great visual impact to visitors, and the effect is very outstanding and impressive, such as the hand-painted TV background wall in the living room. Hand-painted restaurant background wall and so on. In addition, it is also good to draw some special spaces, for example, the sun room can draw some patterns with the theme of sunny flowers and birds, and the children's room can draw some cartoon patterns. Wallpaper or latex paint around switches, sockets and other places that are often in contact are easy to get dirty, and air conditioning pipes and distribution boxes are exposed. If you draw some suitable patterns in these parts, it will not only decorate the space but also have strong practical value!
5. Main disadvantages compared with competitors:
In fact, hand-painted walls must be rough, and it is impossible to draw them in detail. There is a simple reason. We hand-painted the wall with acrylic paint (only acrylic can ensure that the painting on the wall will not fall off, crack or change color, and if we use other materials, such as gouache or watercolor paint, it will fall off in a few days). This pigment is gelatinous, so it is sticky. There is only one way to draw evenly, that is, add more water to adjust the dilution point, but we can add more water to the canvas on paper. And achieving the final effect must be rough.
6. The development potential of the studio
Monthly revenue and expenditure analysis table, taking one month's income as an example:
As can be seen from the analysis table, the studio has certain development potential. So, start with your own skills.
Studio, as long as it is properly managed, will have rich benefits. More importantly, the development prospect of hand-painted wall management is good, and the road will be wider and wider.
0.07
0.06
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0.03
0.02
0.0 1
2003 2004 2005 2006 2007 2008
In 2009
From the above market price chart of hand-painted wall in 2006-2009, it can be seen that the market price of hand-painted wall in China will increase year by year in 2006-2009, and so will it be in the future 10. It shows that the hand-painted wall market has good development potential.
Four: marketing analysis
1. quality strategy
(1) Provide pre-sales and after-sales services on the basis of quality assurance.
(2) The later pattern development expanded the range of materials and diversified products.
(3) to meet the psychological needs of customers
(4) A hand-painted area is set in the store for customers to doodle by themselves, and the store is guided by professional craftsmen. Or hand-painted artists draw for customers on the spot. 2. Design strategy.
In everyone's opinion, wall painting full of personality, wisdom and creativity allows people living in the same narrow space to find a way to release their personality. At the same time, it also enlivens the cold walls, monotonous furniture and the space lacking smart breath. This kind of painted wall decorative painting gets rid of the shackles of ordinary decorative painting borders and environmental restrictions, and will more naturally express the flowing scenery. Even if it is painted on the most common and simple wall, due to the different mood and inspiration of the creator, it will show different styles in the pen. Wall painting not only has a good decorative effect, but also the unique picture reflects the owner's fashion taste. Every stroke and color of hand-painted works has its own personality, usually on the basis of painting.
The overall style and color of the room should choose the size, pattern, color and shape. Of course, the pigment used for wall painting is environmentally friendly acrylic pigment, which not only beautifies the home, but also does not affect the health. A good design strategy can arouse customers' desire to buy. So we should do the following: 2. 1 First of all, the patterns and colors of wall paintings should obey the overall design style.
For example, if your home is in Chinese style, it is required that the color of the wall painting be mainly black, red or gold. Patterns mainly come from traditional patterns and patterns in China, or patterns often expressed in traditional Chinese paintings.
Nordic minimalist design is extreme in color, hovering between black, white, gray and super bright colors, so the corresponding wall paintings are mostly processed abstract patterns.
Modernist design colors tend to Li Yan, while the corresponding mural patterns are more realistic.
Hand-painted patterns of European design are relatively neutral and low-key, and wall paintings mainly come from classical European decorative symbols to match the performance of European furniture and wall lines. 2.2 Secondly, pay attention to the position of hand-painted wall paintings.
The living room is the most striking place in the home, which has the function of connecting the inside and outside and communicating with the host and guest. Therefore, the decorative painting of the living room is the main purpose of decoration, which has certain entertainment and sociality, and is the key decoration of the living room, thus forming the indoor visual center and becoming an important part of environmental art. The decorative painting can be more abstract, such as landscapes and flowers. But they must be popular and can be appreciated. The living room is the soul of home, and it is also the place where outsiders first contact and stay for the longest time. Landscape painting or figure painting can better show the owner's momentum.
The bedroom is a hotbed of wonderful dreams and whimsy. Through the color, shape, image and artistic treatment of decorative painting, the unique artistic conception of comfort, pleasure, relaxation and kindness in this space is displayed three-dimensionally, which makes people feel the warmth and nobility of the environment and fall asleep quickly. You can also choose warm decorative paintings, because the bedroom is the real private space where the owner can feel the warmth of home, and warm colors help to eliminate fatigue.
Family gatherings reflect the warmest atmosphere in restaurants, so they pursue a quiet, comfortable and pleasant dining environment. Therefore, in terms of color and image, decorative paintings should be matched with soft screen colors and appetizing images, and some decorative paintings with food and culture themes can be selected, which can arouse people's appetite and make people feel that life is very tasty when dining. These pictures can make people relax and restore their nerves to a happy state as soon as possible, thus greatly increasing their appetite.
The study is a direct display of the master's personality, a display of the master's moral character and personality, and a service for outstanding people. To create a personalized space for easy work and happy reading, in addition to the unique taste of the owner, the study should also choose static decorative paintings such as flowers, plants and scenery to better create a quiet and peaceful learning atmosphere. It will never be redundant to decorate the study with decorative paintings related to books.
3. The advertising goal is determined by the propaganda strategy: a, improving the popularity; B. establish demand preference.
This goal aims at establishing selective demand, making customers switch from choosing competitors' brands to choosing their own brand C, and enhancing customers' loyalty to products. Advertising media decision:
1. Determine the reach and effect of the advertisement.
Advertising, in a short period of time, increase the number of exhibitions of the company's products, so that the audience can deepen their understanding of hand-painted wall products. B, analysis of advertising media, each type of media has certain advantages and limitations, as well as the characteristics of major advertising media.
4. Measures to increase market share
For a long time, market share has been the focus of enterprises, because market share can directly reflect the position and strength of enterprises in the industry. Under the guidance of market share, enterprises try their best to increase market share. In the product? Homogenization? Increasingly, in order to increase market share, enterprises cut prices at the expense of profits.
Grid warfare has become the only magic weapon for enterprises to compete. This not only harms the enterprise itself, but also harms the interests of the whole industry. For our hand-painted products, we have taken the following measures:
4. 1 customer-centric: the strategy is formulated according to the needs of customers, which should be adhered to? The customer is God? Principles of doing things. 4.2 Overall: To enhance the brand image, we must take the overall situation of the enterprise as the object, stipulate the overall promotion action according to the needs of the overall development of the enterprise, proceed from the overall situation, realize the guidance to the local part, and make the local part get the best result. 4.3 Long-term: imagine the future situation, and make the company's current strategy and 4.4 criticality by guessing the future trend. To find out the key factors of strategy and increase market share, we must seize the opportunity, create comparative advantages and enhance the competitive strength of the studio.
4.5 Total variability: We should improvise, change strategies, adjust plans and modify strategies in time, implement strategies in practical actions, and constantly adapt to future changes.
Verb (abbreviation of verb) business analysis
1. Tools and equipment
According to the predicted sales volume, the equipment required by the enterprise is as follows:
The foundation treatment of the wall is more important. Generally, it is painted on the wall with good latex paint, so the leveling, priming and painting patterns of the wall should be prepared in advance. Draw up a draft
People without artistic skills should draw a good draft on the wall, gently tick the outline of the draft with a pen, and then draw it after they are satisfied, otherwise it will be difficult to modify it. Pigment matching
Buy paint according to the pattern effect. If you are not sure about the color matching effect of latex paint when you buy it, don't make a decision in the paint shop. You can take color swatches or paint samples home and observe the paint color under natural light and night light respectively. High gloss paint will make the room look brighter, but it is also easy to highlight the shortcomings of the wall. If the wall is uneven, it is recommended to use matt paint. The paint must not be too thin, otherwise it will easily leave flow marks on the wall. Acrylic pigments can be colored as needed, so write carefully. Prepare for coloring
First, spread a newspaper in front of the wall to be graffiti, so as not to dirty the ground. When hand-drawing a pattern with simple color, first draw an outline on thin and absorbent paper, then cut it out, put it on the corresponding position on the wall and color it with rubbings. If you are afraid of damaging the wall, the most convenient way is to spray glue, carve the picture after spraying and stick it on the wall with glue. When acrylic paint is painted, if mistakes are found, it can be wiped off with a wet rag and repainted, but latex paint cannot be painted in this way. maintain
Ventilation after painting, and then touch the wall after drying. Although acrylic pigment is waterproof and scratch-resistant after drying, do not scrub it with water.
Intransitive verb investment financial budget
1. Rent: 1000 yuan/month, 12000 yuan (paid once a year). 2. Decoration fee: 5,000 yuan.
3. First purchase of raw materials: 8,000 yuan; 4. Tools and equipment: 1.4 million yuan.
5. The employee's salary can be settled on the following month 15, which is not included in the initial expenses. 6. Unforeseen expenses: 6,000 yuan
* * *: 45,000 yuan.
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