主题餐厅创业计划书0Word格式文档下载.docx
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班级:
电商10d1班
姓名:
吴焱鲁静徐苗诸昊杰
学号:
19092135
指导教师:
周芳
20XX年11月8日
摘要当今,在汇集众多餐饮经营业态的中国餐饮业,采用“主题餐厅”经营方式的餐馆渐渐多起来了。
现在,在上海已经有一家小火车主题餐厅了,而苏州地区还未出现,所以,我们想在苏州开设第一家小火车主题餐厅,这样才可以更早的走进每个顾客的心理,先不管菜品如何,首先他的装修风格以及突出的主题就可以吸引顾客,相信每位顾客都是有好奇心的,在好奇心的驱使下他们会先尝试,这也是一种机会;
其次就是质量,如果我们的菜品卫生、新鲜、健康,我相信顾客还会再来光顾,最后是价格定位,根据每个人的消费观制定中、高、低档的食品,可以让每位顾客都享受到我们小火车餐厅美味;
还有就是服务的质量了,要让给每位顾客来到本餐厅都想回到了家一样温馨。
小火车主题餐厅还会给人一种错觉,就是“我们在路上”,因为火车一直在行驶中为顾客送上美味佳肴,所以他们会有一种感觉就是他们也在行驶过程中,在行驶过程中可以品尝到美味也不失为一件美事。
据此,我们锁定在苏州吴中区Sm广场,成立一家名叫“小火车主题餐厅”。
【关键字】小火车主题餐厅餐饮营销策划
abstract
nowadays,inbringingtogetheranumberofcateringindustrycateringindustryinchina,the”restaurant”modeofoperationoftherestaurantbecamemoreandmore.now,inShanghaihasasmalltrainthemerestaurant,Suzhouareahasnotappeared,therefore,wewanttosetupinSuzhou,thefirstasmalltrainthemerestaurant,onlyinthiswaycanearlierintoeverycustomer&
#39;
spsychology,regardlessofhowthefirstdish,hisstyleofdecorationandhighlightthesubjectcanattractcustomers,tobelievethateachcustomeriscurious,curiositytheywillfirsttry,thisisalsoachance;
thesecondisquality,ifourfoodhealth,fresh,healthy,andibelievethatcustomerswillreturn,finallyisthepricepositioning,accordingtoeachperson&
sconsumptionconceptdevelopment,high,low-gradefood,canleteachcustomertoenjoyourlittletrainrestaurantdelicious;
thereisthequalityoftheservice,togiveeachcustomertocometothisrestaurantwanttocomehomewarm.Smalltrainthemerestaurantswillgiveapersonakindofillusion,is”onourway”,becausethetrainwasrunningtodeliverdelicacy,sotheywillhaveafeelingthattheyarealsointherunningprocess,intheprocessofmovingcantastedeliciousisabeautifulthing.accordingly,wearelockedinSuzhouwuzhongdistrictSmsquare,wasfoundedacompanycalled”littletrainthemerestaurant”.
【Keywords】Smalltrainthemerestaurantcateringmarketingplanning
第一章项目摘要...........................................................................................................................................5
一、项目选择原因及计划.............................................................................................................................5
(一)项目选择原因.............................................................................................................................5
(二)项目计划.....................................................................................................................................5
二、市场分析.................................................................................................................................................6
(一)经营理念.....................................................................................................................................6
(二)市场定位.....................................................................................................................................6
第二章产业背景及项目描述.......................................................................................................................7
一、产业背景.................................................................................................................................................7
(一)地理环境优良.............................................................................................................................7
(二)餐饮业背景.................................................................................................................................7
(三)项目描述.....................................................................................................................................7
二、发展前景.................................................................................................................................................8
(一)选址.............................................................................................................................................8
(二)独特的口味和特色汤料.............................................................................................................8
(三)硬件设施新颖独特.....................................................................................................................8
(四)政策环境优越.............................................................................................................................8
1.资金支持.....................................................................................................................................8
2.后援团队支持.............................................................................................................................8
三.产品和服务介绍.....................................................................................................................................8
(一)菜品展示.....................................................................................................................................9
第三章市场调查与分析...............................................................................................................................9
一、调查目的.................................................................................................................................................9
二、调查方法与对象...................................................................................................................................10
三、调查时间...............................................................................................................................................10
四、样本分布...............................................................................................................................................10
五、调查结果与定性分析.........................................................................................................................10
(一)市场的分布情况.......................................................................................................................10
(二)竞争分析...................................................................................................................................10(三)行业SwoT分析.........................................................................................................................11
1.优势(Strength)分析...........................................................................................................11
2.劣势(weakness)分析...........................................................................................................11
3.机会(opportunities)分析.................................................................................................11
4.威胁(Threats)分析.............................................................................................................11
(四)市场发展趋势...........................................................................................................................11
第四章项目发展战略.................................................................................................................................12
一、选择地点...............................................................................................................................................12
二、装修配置...............................................................................................................................................13
三、员工.......................................................................................................................................................13
(一)招聘人员...................................................................................................................................13
(二)人员培训.......................................................................................................................................14
四、营销战略...............................................................................................................................................14
(一)装修布置战略...........................................................................................................................14
(二)网络营销策划...........................................................................................................................14
(三)其他营销策划...............................................................................................................................15
第五章项目风险与规避.............................................................................................................................15
一、外部风险...............................................................................................................................................15
二、内部管理风险.......................................................................................................................................15
(一)组织和管理...............................................................................................................................15
(二)人员风险...................................................................................................................................16
三、市场风险...............................................................................................................................................16
四、应对措施...............................................................................................................................................16
(一)市场风险...................................................................................................................................16
(二)餐厅关键人员依赖风险...........................................................................................................16
(三)内部管理风险...........................................................................................................................16
(四)不可预测风险...........................................................................................................................17
附件1............................................................................................................................................................18
附件2..........................................................................