老年护理院诺如病毒性胃肠炎暴发原因分析及品牌旗舰店增加销售利润分析

PAGE5-老年护理院诺如病毒性胃肠炎暴发原因分析摘要：目的分析一起老年护理院急性胃肠炎暴发的原因，为老年人诺如病毒（norovirus，NoV）性胃肠炎暴发的防治提供参考依据。方法采用个案调查收集病例资料，采集部分病例粪便标本，采用细菌培养检测常规肠道致病菌，实时荧光定量RT-PCR进行NoV核酸检测，应用常规RT-PCR扩增NoV阳性株衣壳蛋白的N/S区，PCR产物纯化回收、测序，利用ClustalX、MEGA4.1软件分析其基因序列。结果四份病例粪便样本，肠道致病菌阴性，两份NoV核酸检测阳性，均属GⅡ.4型NoV，其与Hu/GII-4/Beijing/54665/2007/CHN（GQ856452）的同源性高达99℅。结论经NoV核酸序列分析，该疫情是一起由GⅡ.4型NoV引起的急性胃肠炎暴发，疫情报告延迟和未能及时消毒是其暴发的主要原因。关键词：诺如病毒；衣壳蛋白区；急性胃肠炎；暴发

EpidemiologicalcharacteristicsofnorovirusgastroenteritisoutbreakinahursinginstitutionAbstract:ObjectiveToanalyzetheepidemiologicalcharacteristicsofaNoroviruscausedgastroenteritisoutbreakinahursinginstitutionofshanghai,andprovidthescientificevidenceforthepreventionandcontrolofNorovirusgastroenteritisoutbreak.MethodsUsingthequestionnairesurveytoacquireinformation,stoolsampleswerecollectedtodetectEntericpathogens,NoVsweredetectedbyReal-timeRT-PCRandConventionalRT-PCR,thePCRproductswerepurified,sequencedandthenanalyzedwithsoftwaresofClustalX,MEGA4.1.ResultAllthestoolsampleswerenegativetoEntericpathogens,onehalfofthestoolsampleswerepositivetoNoV,whichshared99%nucleotideidentitywithHu/GII-4/Beijing/54665/2007/CHN（GQ856452）.ConclusionBycomparingthenucleotidesequence,thisgastroenteritisoutbreakwascausedbyGⅡ.4norovirusstrain,themainreasonofthegastroenteritisoutbreakwasreportdelayedandtimelydisinfection.Keywords:norovirus;Capsid;acutegastroenteritis;outbreak

诺如病毒(Norovirus，NoV)属于人类杯状病毒，是引起人类非细菌性急性胃肠炎的重要病原体。NoV与流感病毒相似，具有传染性强、传播迅速快，能够感染所有的年龄组人群的，特别是免疫力低下的老年人，感染后极易引起暴发，成为难以控制的胃肠炎疾病，RalphBaric等ADDINNE.Ref.{26E97C1F-C99A-4C0D-A465-4FBE599EECB2}[1]称之为“胃肠性流感”。随着检测技术发展，近年来老年护理院内由NoV引起的急性胃肠炎暴发的报道越来越多ADDINNE.Ref.{F724A9DF-0292-48F8-BC4D-F18E915FE82A}[2-4]，严重影响到老年人的身心健康。为此对本区某老年护理院于2010年1月发生的一起急性胃肠炎疫情进行分析，为今后老年人NoV性胃肠炎暴发的病原体分析和防控提供参考依据。1对象和方法1.1病例定义根据病例临床症状与体征，以呕吐或腹泻为主，部分出现头晕、腹痛、发热等症状，并能排除其他明确病因的胃肠炎病例。1.2样本来源本次疫情现场流行病学个案调查资料和采集的四例腹泻患者粪便样本。1.3方法1.3.1食物中毒常规细菌学检测对四份患者粪便样本进行食物中毒常规细菌学培养。1.3.2病毒RNA的提取，采用QIAampViralRNAMiniKit(QIAGEN公司)从150ul粪便悬液上清中提取病毒RNA，溶解于15ulRNasefree水中。1.3.3逆转录以提取的病毒RNA为模板，应用随机引物在M-MLV逆转录酶（Invitrogen公司）的作用下逆转录获得病毒基因组cDNA，反应条件为25℃孵育10min，37℃延伸50min，1.3.4PCR用Real-timeRT-PCR试剂盒（上海之江生物科技有限公司）检测NoV,NoV阳性样本采用引物COG2F/GⅡSKRADDINNE.Ref.{2F54742A-51AA-43B5-8234-280BCABC9D38}[5]扩增NoV部分Capsid区N/S端，PCR产物大小为387bp。1.3.5DNA纯化、测序和序列分析采用DNA片段快速纯化回收试剂盒进行纯化回收后，PCR产物送往上海Invitrogen公司测序，测序引物为COG2F；将测序获得序列应用BLAST在GenBank上寻找与其同源序列，应用ClustalX软件进行序列多重比较，MEGA4.1构建系统发生树。参考株均来自GenBank数据库，GⅡ.1～GⅡ.52结果2.1基本情况：该老年护理院共有A、B、C三栋住院护理楼，均为三层，护理人员98人，目前共入住养老人员280人。发病者都为A楼的三楼老人，该楼层有11间卧室、入住共计30人，病例散在分布于各个房间。护理院其它楼层老人及护理人员中未出现相同症状病例。院内生活用水为区水务公司供应的自来水，老人及工作人员饮用水为院内高压锅炉开水。院内设有一食堂，提供全院入住老人及工作人员份饭，食堂员工共有7人，都持有健康证。2.2流行病学特征首发病例为女性，82岁，住A楼的三楼两人房，于2010年1月11日上午出现呕吐、发热症状，呕吐6次，作噎射性吐、为胃内容物，下午出现腹泻症状，腹泻10次左右，为黄色稀水样便，之后三楼又陆续出现多名相同症状病例，1月18日后再无新发病例出现，期间该院累计出现腹泻、呕吐病例18人，A楼三楼罹患率为60.0℅。发病老人中男性7人，女性11人，男女比例为0.64:1；发病年龄最小68岁，最大96岁，主要集中于80～90岁，占发病人数72.2℅；发病高峰为1月13日～15日，期间共发病13例，占发病总数的72.2℅（如图1）。临床以腹泻、呕吐为主要症状,其中腹泻16例(88.9℅），为稀水样便，多数病例每日3～6次，最多的10次/d；呕吐11例（61.1℅），呕吐物为胃内容物，个别病人多达6次/d；发热2例、头晕、头痛各1例。发病老人经就诊对症治疗后痊愈，无死亡病例。图1老人病例发病时间分布图Fig.1Thetimedistributionoftheoldpatients2.3肠道致病菌检测结果四份粪便样本分别进行霍乱、志贺杆菌、副溶血弧菌、沙门氏菌、金黄色葡萄菌、李斯特菌培养，检验结果均为阴性。2.4NoVReal-timePCR检测结果采集的四份腹泻患者粪便样本中，2和3号样本Real-timeRT-PCR检测结果：NoV阳性，其Ct值分别是28.0和30.1。1：阳性对照；2：2～5粪便样本；6.阴性对照图2四份腹泻老人患者粪便样本Real-timeRT-PCR检测结果1:positivecontrol;2:2～5stoolsamples;6:negativecontrolFig.2TheReal·timeRT-PCRamplificationresultsofthefourstoolsamples2.5NoVRdRp区遗传进化树分析两株NoV阳性株Capsid的N/S区遗传进化树分析：图3NoVCapsidN/S区核苷酸序列（NoVnt5085-5367）遗传进化树Fig.3PhylogeneticanalysisofthepartialnucleotidesequenceofCapsidregion（NoVnt5085-5367）ofNoVs.3讨论NoV是引起人类病毒性急性胃肠炎的重要病原体，具有典型季节相关性，在世界各地都有广泛传播，由于NoV短的潜伏期，低的感染剂量，有效的传播途径及人群对其形成的短期保护性免疫力，极易在密集人群中引起暴发，是医院、托幼机构、老年护理院等集体机构病毒性急性胃肠炎常见病原体，极大影响着人群公共健康。2000年国内首次报道由NoV感染引起胃肠炎暴发疫情ADDINNE.Ref.{E22D749E-9415-425C-8DD3-3945E70BE088}[6]，随后多起老年护理院急性胃肠炎暴发都与NoV感染有关ADDINNE.Ref.{33649BA3-C29B-4BC7-BF0C-E61F288BD4CA}[3,7]。本文根据患者的临床症状，流行学特点及实验室检验结果，确定该疫情是一起由GⅡ.4型NoV引起的胃肠炎暴发疫情。本次疫情流行病学调查分析：食源性传播意义不大，所有住院老人及工作人员均食用该院食堂提供同一种类三餐，仅有A楼三楼层老人发病，且病例呈现持续性发病特征，根据食物中毒的特性，可排除食物中毒的可能，但由于疫情报告较迟，首发病例发病前就餐食物及呕吐物未能及时采样，使传染源较难确定；不存在水源传播的可能性，院内生活用水为自来水，住院老人及工作人员饮用水为院内高压锅炉开水，未见院内其他人群发病。疫情首发病例出现在1月11日，13日病例开始大量出现，并且现一定时间连续性，分析原因：（1）首发患者的护理人员在接触其腹泻、呕吐物后未能及时全面消毒，携带的病原体在护理其他老人过程中引起人与人之间传播，这是NoV引起集体机构急性胃肠炎暴发重要传播途径ADDINNE.Ref.{AEA75120-275F-46AA-A1D0-BB6428DA626B}[8]；（2）首发患者的腹泻、呕吐物未能及时清理、消毒，其形成含有NoV的气溶胶悬浮于空气中，造成楼层内环境污染扩散而引起老人发病，这也是NoV暴发疫情中公认的传播途径ADDINNE.Ref.{E796118A-12C1-4E8E-80B1-CDFEC1CCE832}[9]，16日后病例逐渐减少得益于消毒等控制措施的实施。该疫情中病例的主要表现为腹泻、呕吐，个别伴有发热、头痛等症状，具有病程持续时间长，部分患者病情较重的特点，这与田耕等人研究结果一致ADDINNE.Ref.{BED19C61-096B-415E-8544-7BE169D82F8E}[10]，主要由老年人群的体质特异性决定，这进一步证实NoV对老年人的健康更具危害性。四份腹泻患者粪便样本检测，两份NoV阳性，对其Capsid的N/S区进行遗传进化分析：同时将两株NoVCapsid的N/S区的序列在GenBank上进行Blast分析：两株NoV与Hu/GII-4/Beijing/54665/2007/CHN（GQ856452）的同源性高达99℅。国外研究表明GⅡ.4型NoV是世界范围内流行的优势毒株ADDINNE.Ref.{80ADB950-07D4-4417-827E-54176B76CA83}[11]，而Hu/GII-4/Beijing/54665/2007/CHN及其同源株于2007-2010年间造成日本、韩国、北京、广东等地区NoV急性胃肠炎暴发或散发ADDINNE.Ref.{B22C7CF7-A7F1-4FE2-A388-107D676EE5ED}[12-14]，而本次暴发疫情也为同一型别NoV感染引起，证实了这一型别NoV流行的广泛性。综上所述，本次护理院内老年人胃肠炎暴发疫情是由GⅡ.4型NoV感染引起。由于老年人群体质的特殊性，决定了老年人NoV性胃肠炎研究的重要性，因此深入分析老年人感染NoV的相关因素，将给该疾病的临床诊断和防控提供重要的参考依据。ADDINNE.Bib参考文献[J].PLoSMedicine,2008,5(2):187-189.[2]李盛，马平，张慧娟，等.一起社会福利院诺瓦克病毒腹泻病爆发调查[J].上海预防医学,2007,19(007):340-342.[3]冯剑辉，黄绍宽.一起养老院诺瓦克样病毒胃肠炎暴发的调查[J].中华流行病学杂志,2009,30(7):194-196.[4]梁自勉，李艳容，黄祖星.3起老人院诺如病毒胃肠炎暴发疫情分析[J].热带医学杂志,2009,9(005):567-569.[5]KojimaS,KageyamaT,FukushiS,etal.Genogroup-specificPCRprimersfor[6]唐景裕，谢华萍，胡海宽，等.卢龙县一起人杯状病毒引起急性胃肠炎暴发的流行病学调查[J].中华实验和临床病毒学杂志,2007,21(003):232-234.[7]严寒秋，窦相峰，高志勇，等.某老年公寓诺如病毒胃肠炎暴发疫情调查[J].现代预防医学,2009,36(024):4670-4671.[8]JinM,SunJL,ChangZR,etal.OutbreaksofnoroviralgastroenteritisandtheirmolecularcharacteristicsinChina,2006-2007.[J].ZhonghuaLiuXingBingXueZaZhi,2010,31(5):549-553.[9]GlassRI,ParasharUD,EstesMK.Norovirusgastroenteritis[J].NewEnglandJournalofMedicine,2009,361(18):1776-1785.[10]田耕，王晶.老年诺如病毒性胃肠炎临床研究进展[J].医学综述,2010,16.[11]SiebengaJJ,VennemaH,ZhengDP,etal.Norovirusillnessisaglobalproblem:[13]ChungJY,HanTH,ParkSH,etal.DetectionofGII‐4/2006bvariantandrecombinantnorovirusesinchildrenwithacutegastroenteritis,SouthKorea[J].Journalofmedicalvirology,2010,82(1):146-152.[14]李晖，方苓，邹丽容，等.广东省暴发性胃肠炎中诺如病毒的分子流行病学特点分析[J].中华微生物学和免疫学杂志,2007,27(001):5-8.品牌旗舰店增加销售利润分析C&JClarksChinaOpenFirstFlagshipStoreinShanghaitoIncreaseSalesProfits论文摘要奇乐是世界三大休闲品牌之一，也是英国历史最悠久的运动休闲品牌，至今已有180年的历史。奇乐休闲鞋凭借其新颖的款式，舒适的鞋底，高科技技术及热情的服务，赢得了一批忠实的客户。目前，奇乐在全世界53个国家有180家零售店，年营业额达1.8亿欧元。奇乐中国有限公司于2005年10月在上海成立。主要负责开拓中国内地及港澳市场。上海作为中国第一大城市，有着得天独厚的地理优势和人流优势，每年有成千上万的海内外游客前来上海旅游，商务。因此，上海将是我们开拓业务的首选之地。目前，在上海的久光百货，港汇广场，东方商厦已经开设了三家零售店。但是，由于受经营规模较小、新款式少、交通拥堵等客观因素限制，经营业绩一直不佳。本论文设计将在素有“中华第一街”南京东路步行街上新开一家奇乐旗舰店。凭借其优越的地理位置，川流不息的人群，专业的服务及优质的产品，能在较短时期内打开市场，广辟客源，从而使营业额及利润有较大增长。本论文前期通过目标客户的分组问卷调查、SWOT分析法等研究方法找出扩建设计的方向。中期在新建商店的设计和建设过程中，通过《项目进度流程表》、《项目负责人工作日志》等形式来检查和保证设计内容得到及时调整和如期完成。后期在新店建成试营阶段，主要采取前后营业绩效的对比来进行评估。经过前期仔细的调查分析及切实可行的设计，中期认真的建设施工和后期客观评估，本论文设计的新零售店得以顺利建成运营，不但实现了商品品种多样化、交通便利化、服务效率快捷化，而且客户数量持续快速增长，营业收入和利润均获得了预期的效果。实践证明，只有满足客户需求才是企业生存和发展的关键。

AbstractC&JClarksisanUKleadingcompanyfortopbrandshoes.Ithasmorethan180year’shistory.Clarkshavealwaysbeenrenownedfortheircomfort,qualityandserviceandwearecommittedtoongoingprogrammersofproductdesign,technicalinnovationtoreinforcethisreputation.Thereare180Clarksretailsstoresacross53countries.TheannualturnoverreachestoEuro1.8billion.C&JClarksChinawasfoundedin2005toexplorechinamarketincludingHongKongandMacau.ShanghaiisthebiggestcityinChinaanditattractsthousandsofmillionstouristsorbusinessmen,soitisthemostpotentialmarketforustoexpandanewshop.Wehaveopened3FlagshipstoresinShanghai,butwestillreceivesomecomplaintsofinconvenientlocation,trafficjam,limitedchoiceofbrandsandinsufficientstocksfromourclients.Inaccordancewiththesituation,weplantoopenanewFlagshipstoreinChinaNo.1BusinessStreet.Itishypothesizedthatthenewshopcanincreasesalesprofitsandbringmorecustomersthroughconvenientlocation,superiorquality,goodservice,andmoderntechnologies.Atwo-monthprojectwaslaunchedtodesignandconstructthenewshop.Scientificresearchmethodsofcustomersurvey,suchasfocusgroup,face-to-faceinterviews,andSWOTanalysiswereusedintheidentificationandanalysisoftheproblems.Flowchart,projectframeworkandseveralothermethodswerealsoadoptedinthedesign,implementationandevaluationoftheproject.Withtheeffortsofallourprojectmembers,weachievedourfinalgoalsuccessfully.Thenewshopattractsenormouscustomers,clientsweremultipliedoutofourexpectation,andtherevenueincreasedrapidly.Theresultsoftheprojectdemonstratedthatthekeysuccesstothedevelopmentofacompanyistosatisfythecustomers’needs.

TableofContentsPages1.Introduction…………12SummaryofthePreliminaryresearch……………22.1.Problem……………22.2.Problemanalysis………………22.2.1Company’scurrentsituation…………………22.2.2Needsandwantsanalysis……42.2.3SWOTanalysis…………………43.ProjectObjectiveandHypothesis………………63.1.ProjectObjective………………63.2.ProjectHypothesis……………64.ProjectRationale……………………65.ProjectDesign………75.1.Planningactivities……………75.1.1Activitieswithtime-scale75.1.2P115.2.Costing…………115.3.Risksanalysis…………………125.4.Managementandcontrol……………………136.

ProjectImplementation……………146.1.Generalintroductionoftime,placeOfprojectimplementation……………………146.2.Theworkingstepsofimplementation……146.3.Monitoring………………………157.

ProjectFindingsandDiscussion………157.1.

Results…………157.2.

Discussion……………………168.

Conclusion………………………17Bibliography…………19Appendix1:Questionnaire……………………20Appendix2:Theprojectframework………21Appendix3:TheAddressofClarksFlagshipStore………………22ClarksOpenFirstFlagshipStoreinShanghaiIntroductionC&JClarksChinaCompanywasaforeign-investedcompany,whichwasestablishedinShanghaiin2005.ItisresponsibleforexploringChinaMarket.AsShanghaiisthebiggestcityinChina,weputfirstplaceonit.Therearenow3FlagshipstoreslocatinginXuJiaHuidistrictinShanghaiandattractsanumberofcustomers.Itprovidesarangeofcasual&classicshoesforbrand-pursuingpeople,professionalsandwhitecollars,etc.However,theshopsaretoosmallinscalebecauseofhighrent.Itonlyoccupiesanareaof15squaremeters,soitisimpossibletostockacomprehensiverangeofshoesfromalltheleadingbrands.Eachstoreonlyconsistsof2shopassistants.Duringthepasttwoyears,therearemoreandmoreclientswhomadecomplaintsforfewchoicesonbrands,inconvenientlocation,trafficjams,andunsatisfiedtechnologicalrequest.Goodlocationandcomfortableshoppingenvironmentwillattractmorecustomers.SothebestsolutiontoourcompanyistoopenanewFlagshipstoreinthecenterofthecity.BasedonthehypothesisthatthenewFlagshipstorecanservemultiplemarketsandcustomersthroughspaciousshoppingenvironment,convenientlocation,alargenumberofstocksandotherpracticalmoderntechnologies,athree-monthprojectwaslaunchedtodesignandconstructthenewstorefromSeptember1,2007toNovember30,2007.Aseriesofactivitieswasplannedandcarriedout,suchasgettingaloanfrombank,signingcontractwithcontractor,ordernewfurniture,designandremodelingthestore,rentingastorageroom,orderingnewstocks,andsoon.Beforeputtingtheplanintopractice,Ialsodevisedsomemeasurestocontrolandmanagepotentialrisks.TheoutputsoftheprojectwereanewFlagshipstorewhichcouldprovideconvenientandefficientservicetocustomersandastorageroomwithcomprehensiverangeofstocks.ThetotalcostoftheprojectwasRMB791,600.Itincludeddesigning&remodeling,rental,equipment,orderingnewsstocks,andetc.Inthewholeprocessofthisproject,IadoptedthosehelpfultechniquesandmethodswhichJohnHiltonintroducedinhisbook“PracticalBusinessProjectandProposal(2001)”.Scientificresearchmethodsofcustomersurvey,suchasfocusgroup,face-to-faceinterviews,andSWOTanalysiswereusedintheidentificationandanalysisoftheproblems.Flowchart,projectframeworkandseveralothermethodswerealsoadoptedinthedesign,implementationandevaluationoftheproject.Withinthetwomonthsafteropeningthenewstore,theprojectbroughtarapidincreaseintherevenueandtheprofitsby86%and50%respectively.Meanwhilethecompetitivenessoftheshopwasalsoimproved.Ithopestodomoreinthefuture.2.Summaryofthepreliminaryresearch2.1 ProblemTheproblemourcompanyfacingisthatClarksFlagshipstoreshaveinsufficientclientsbecauseoffewchoicesonbrands,inconvenientlocationandtrafficjams.2.2 Problemanalysis2.2.1FinancialstatusThefinancialperformancehasimprovedalittlesince2006.Therevenuein2006,at￥800,000,increasedby20%overthe2005levelof￥660,000.Profitsroseby30%,whilecostsdeclinedby10%,thankstotheeffectivecost-cuttingmeasuresinitiatedatthebeginningof2005.C&JClarksHeadquarterinvested￥1,000,000forstartingthebusiness.Onlyaquartoftheinvestmenthasbeenpaidbackbynow.Weareworryingathowtoattractmorecustomers,andearnabetterreturnontheinvestment.HumanresourcesC&JClarksChinaismadeupof16employeessuchasAsiaPresident,PresidentAssistant,2MarketingManagers,2ProductManagers,FinanceManager,HR&AdminManager,LogisticOfficer,CustomerManagerand6salesstaffassignedin3Flagshipstores.Physicalresources,socialandpoliticalenvironmentThestorefacilitiesaremerelyatelephoneandacalculator.Weneedapplyaloantopurchasecomputer,printerandfixawidebandconnection.Therearelotsofdepartmentstoresnearbyourshop,suchastheShanghaiNo.6Departmentstore,MetroCityand66Plaza.MosttouristsandbusinessmenwillwanderXuJiaHuiDistrictandCustomerprofilesTherearemainlytwokindsofcustomers:ClarksBrand-pursuingclients50%ofourclientswerethebrand-pursuingpeople.Theyareloyalclients.Wegivea5%discounttothem.Theyoftenorderspecificexpensivegoodsfromleadingbrandsthroughtelephone.Wehaveacloserelationshipwiththem.Weofferfreedeliveryservice.WhiteCollarsorTheRichClarksshoesarefamousfortheircomfortablesoleandclassicstyle,whicharepopularbywhitecollarsortherichasitisthesymbolofsuccessandwealth.40%richpeoplelivinginthelocaldistrict.Theyusuallycometotheshoponweekend,andrequestouradvicesonbrandchoice2.2.2Togetaclearerideaoftheviewsandopinionsofcustomersabouttheproblem,twofocusgroupswereorganized.Wemadeface-to-faceinterviewswith10clients.Thefocusgroupswereasfollows:1)5loyalcustomers:3ofthemarebackfromUK,sotheyarequitefamiliarwithClarks,therestareClarkssupporters.2)5whitecollars:2ofthemareworkinginthesamebusinessfield,3ofthemaresuccessfulentrepreneurs..QuestionsDoyouusuallyfindthesortofshoesyouneed?DoyouknowClarksbrand?Whichmethod?Whatdoyouthinkofthepricestheshopoffers?HowoftendoyouvisitClarksshop?Whichonedoyouprefer:face-to-facebusiness,telephone,onlineorder,e-mail?Canyouacceptdeliverygoodstoyourpointedplacewithanappropriatefee?Doyouhaveanysuggestionsforustoimproveourservice?ComplaintsTheyhavefewchoiceswhenconsideringbuyingshoesfromaspecificbrand.Thepresentlocationisdifficultforcarparking.Whitecollarswouldprefertovisittheshoplaterintheafternoonoreveningonworkday.Theyspendtoomuchtimeontraffictoarriveourshop.Theshopassistant,unfamiliarwithnewproducts,cannotgiveappropriateintroductiononbrandchoice.SuggestionsTheshopshouldofferanextensiverangeofshoesfromthoseleadingbrands.OpenanewstoreinShanghaiNo.1BusinessStorewillattractmoreclientsItiswelcometodelivergoodswithanappropriatefee.2.2.3StrengthsTheshophasagoodreputationforsellingreliablequalityandcomfortablegoods.TheshoplocatedinShanghaiNo.1BusinessStreet.Therewillbemorevisitorsandclientstovisitourstore.Weplantoholdabigsalespromotionattheopeningceremonyofthenewstore.Tothankforourloyalcustomersandraisethebrandawareness,wewillgiveVIPcardsforthosewhobuyClarksshoesatRMB2000onthatday.Furthermore,wewillfreelysendClarksaccessoriessuchasClarksBagsorClarksshoegelforournewclients.Mybossandallteammembershavehighmotivetocarveoutavastmarket.We’realldeterminedtoopenanewstore.WeaknessesTherentalissohighbecauseofexcellentlocation.Wecannotaffordtoemploymoreassistants,soitishardforthemtoreceivealargenumberofpopulations.Wedonothaveanextensiverangeofstocksfromallleadingbrands.Wecannotpromisemeetingeveryclient’sneedsimmediately.OpportunitiesNewstorewillattractmoreandmorecustomersbecauseofitsexcellentlocation.Comparedwithpreviousthreestores,newstoreisspaciousenoughtokeepstockstomeetcustomers’needs.Therewillbeaseriesofpromotionactivitiesattheopeningceremonyofnewstore.AsthestoreisinChinaNo.1businessstreet,thousandsofmillionsoftouristsathomeandabroadwillvisitthestreet,theywillbecomeourpotentialcustomersAfterChinajoinedtheWTO,wecanimportshoesfromHeadquartersinalowerprice,andsellatlowerpricetoattractmorecustomersThreatsTherearemorecompetitorsnearbysuchasECCO,NINEWESTandetc.Thepriceofourshoesiscomparativelyhigherthanthosedomesticbrands.Ifwecan’tgetenoughloansfromlocalbank,therewouldbeaproblemoncashflow.3.ProjectObjectiveandHypothesis3.1.

ProjectObjectiveTheproblemwearefacingisthatClarksFlagshipstorehasinsufficientclientsbecauseoffewchoicesonbrands,crowdedshoppingenvironmentandtrafficjams.ThegoalofmyprojectistoopenanewFlagshipstoreinShanghaiNo.1BusinessStreettoattractmorecustomers.Theobjectivesarerapidlyincreasingtherevenueandtheprofitsby60%and50%respectivelythroughexcellentlocation,comfortableshoppingenvironment,aseriesofpromotionactivitiesandgoodcustomerservice.3.2.

ProjectHypothesisStatisticshasshownthatClarkshasbecomethesecondmostpopularbrandforcausalshoesintheworld.AndthenumbersofClarksfanshaveincreased200%inthepast4yearsinChina.AfteropeninganewFlagshipstore,thereisreasonforaconsiderablerisinginthenumberofcustomers.ItishypothesizedthattheopeningofthenewstoreinthecenterofShanghaiwillbringanincreaseinrevenuesandprofitsby60%and50%respectivelywithintwomonths.4.

ProjectRationaleJohnHiltonintroducedsomehelpfultechniquesandmethodsinthetextbook“PracticalBusinessProjectandProposal(2001)”.Therationalesonwhichmyprojectwillbebasedareasfollows:Hilton(2001)introducedthoseparticulartechniquesandelementsusedinpreparingabusinessproposalinthebooktitled“PracticalBusinessProjectandProposal”.Iusedsomeofthemtohelpmecarryoutmyproject,suchasface-to-faceinterviews,focusgroups,SWOTanalysis,flowchart,projectframework,andetc.“PracticalProjectDesign”(GuYueguo,2002)demonstratesacompleteprocedurefromtheplanningofaprojecttopresentingprojectreportstepbystepwithconvincingexamples,whichalsoincludesproblemanalysis,projectdesign,projectimplementationandprojectevaluation.5.

ProjectDesign5.1.

Planningactivities5.1.1Thereareaseriesofactivitiesplannedtotakeplace:1)Toapplytheloan,negotiateandsigncontractwithbank2)Designlayoutofnew3)Signcontractwiththeremodelingcompanytodecoratethenewstore4)Startremodelingthestoreandhirenewsalesstaff.5)Starttrainingthenewstaff.6)Checkandaccepttheremodelingproject.7)Getthenewequipment,shelvesandfurnituredeliveredandinstalled.8)Cleanthestoreandputthestockontheshelves9)HoldtheopeningceremonyItwilltakethreemonthstoimplementtheprojectwhenithasbeenapproved.AndtheActivityFlowChartwithtime-scalecanshowhowtheseactivitiesarearranged.Itwilltakethirteenweekstoimplementtheprojectwhenithasbeenapproved.BytheendofWeekOneIdentifyandnegotiatetherentalofthenewpremises.Signthecontracttouseit.BytheendofWeekTwoDesignthenewstorelayout.Signcontractwithbankandgetaloan.BytheendofWeekThreeSigncontractwiththeremodelingcompanytodecoratethenewstore.Ordernewshelves,equipmentandfurnitureBytheendofWeekFourStartremodelingthestore.BytheendofWeekFiveConductasurveyonwhatkindofproductsdocustomerswantandneedthroughE-Mail,questionnaireandtelephoneBytheendofWeekSixHirenewshopassistantsOrdernewshoesaccordingtocustomers’needsBytheendofWeekSevenStarttrainingthenewshopassistantsBytheendofWeekTenCheckandaccepttheremodelingprojectPublicizeonthemarketnewstoreopeningBytheendofWeekElevenGetthenewequipmentdeliveredandinstalledInstalltheshelvesandfurnitureinthenewstoreCleanthenewstoreBytheendofWeekTwelvePuttheoldstockontheshelvesGetthenewstockdeliveredandputontheshelvesBytheendofWeekThirteenHoldtheopeningceremonyWEEK1WEEK2WEEK1WEEK2WEEK3WEEK4WEEK5WEEK6WEEK7IdentifyandnegotiaterentalofnepremiseSignContractSigncontractwithbankandobtainaloanDesignFlagshipStoreLayoutSigncontractwithremodelingcompanyStartremodelingthestoreConductasurveyamongcustomersStarttrainingnewshopassistantsHirenewshopassistantsandordernewshoesaccordingtocustomers’needsOrdernewshelves,equipmentandfurniturePAGEPAGE28WEEK13WEEK10WEEKWEEK13WEEK10WEEK1112WEEK12GetthenewequipmentdeliveredandinstalledHoldtheopeningCeremonyPutthenewstocksontheshelvesCGetthenewequipmentdeliveredandinstalledHoldtheopeningCeremonyPutthenewstocksontheshelvesCheckandaccepttheremodelingprojectPubliciseonthemarketFlagshipStorePubliciseonthemarketFlagshipStoreInstallshelvesandfurniture,cleanthestoreInstallshelvesandfurniture,cleanthestore5.1.2Wehave16employeesinClarksChinaCompany.Asiapresidentisresponsibleforoverallapproval,loanfromlocalbank,decisiononremodelingcompany,etc.AsanassistanttoAsiaPresident,Iamresponsibleforexecutiveaffairs,coordinatealldepartmentmanagerstobeunitetodiscussanddoactionforopeninganewstore,supervisingtheirdailyarrangement,completereportontheprocess.Twomarketingmanagerswillconductpreliminaryresearchonthemarketandtrainnewshopassistants.TwoProductManagersareresponsibleforgettingclearpictureofwhatcustomerneedsandwants,ordernewstocksfromUKHeadquarters,etc.1Logisticsofficerisresponsibleforgoodsdelivery,cleancustoms,etc.HRmanagerisresponsibleforhiringnewshopassistants.Ourtabletennisshopconsistsofonly2persons,theshopassistant-LucyandI.Obviously,mostofusmusttakepartinmostoftheseactivities,suchasdesignlayoutofnewstore,purchaseandinstallequipment,furnitureandarrangethenewstocks.Weeachhaveindividualresponsibility.AstheExecutiveAssistanttoAsiaPresident,Iaminchargeofthisprojectandresponsibleformonitoringandevaluationofthewholeproject.OnbehalfofAsiaPresident,Iwouldberesponsiblefornegotiatingthedesign,purchasingequipmentandfurniture,gettingloanfromlocalbankandsigningcontractwithnewpremises.DavidDai,FinanceManagerisresponsiblefordoingbudgetforopeninganewstoreandcostcontrol.DengMinwei,MarketingManagerisresponsibleforconductingpreliminaryresearchonthemarket.AdeleZhu,ProductManagerisresponsiblefortrainingnewshopassistantsandordernewstocksaccordingtocustomers’needs.ALMeng,LogisticofficerisresponsibleforcleaningcustomsandtakedeliveryofgoodsDiannaQiang,HR&AdminManagerisresponsibleforhiringnewshopassistantsandalladministrativeaffairs.5.2.

CostBreakdownRentalcost:ThenewstorewouldcostRMB500,000torenteachyear.Remodeling:ThepurchaseofbuildingmaterialsandthelaborcostsforthenewstorewouldbeRMB140,000. LaborCosts 70,000 Flooring 30,000 Windows 10,000 Ceiling 7,000 Paint 5,000. Cement&Putty 2,000Lighting10,000Lumber5,000Glue&Tools1,000EquipmentThecostofequipmentinthenewstorewouldbeRMB60,000 ShoeShelves 10,000 PhotocopierandFaxMachine 15,000 ComputerandPrinter 15,000 Airconditioners 10,000Officefurniture2,000Armchairs3,000Officesuppliers2,000TheannualincreaseintheoperatingbudgetwouldbeRMB22,000:Wages17,000Utilities2,000EquipmentMaintenance3,000Costoffinance:TheinterestIhavetopaythebankwouldbeRMB40,000inthefirstyear.Contingencyallowance:Contingencycostsestimatedas5%ofthetotalcost.ItwouldbeRMB69,600.TOTALCOSTOFPROJECTInitialcost: Re-Modeling 140,000 Equipment 60,000 SUBTOTAL 200,000Recurrentcost: Rental 500,000 OperatingBudget 22,000 Contingencyallowance 69,600 SUBTOTAL 591,600 TOTALCOST 791,6005.3.

RisksanalysisBeforeputtingtheplanintopractice,Ifindthatthefollowingproblemsmightaffectthesuccessfulcompletionoftheproject.Theserisksgenerallyfallintothreecategories.PeoplerelatedThenewemployeesmaynotgoodatsellingshoes.Theclerksnextdoormaynothappywiththenoisesresultingfromtheremodelingofthenewsiteandmayrestrainremodelingduringtheworkinghours.Timerelated