“敦煌楼”餐饮项目商业计划书

发布时间：2018-03-19 00:30

本文选题：商业计划　切入点：精品快餐　出处：《兰州大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国自古就有“民以食为天”的说法,“食”是“衣食住行”四大生活要素中的第一要素,中国的饮食文化也是博大精深。自上世纪80年代初,国家开始实施改革开放政策以来至今,我国的国民经济一直保持着较快速度的增长,老百姓的个人和家庭收入在快步提高,人民的生活水平逐步得到改善。在这种大的社会经济背景下,广大人民群众对餐饮美食的消费需求和消费水平都在逐步提高,这也促使餐饮行业保持迅猛发展的势头,成为国民经济第三产业中的支柱产业,餐饮企业营业收入飞速上涨,行业发展水平得以大幅提高,结构得到逐步调整和改善。本论文,综合运用战略管理、市场营销和财务管理等方面的相关知识和理论,同时对国内外餐饮行业一些成功和失败的案例进行了调查、研究和分析,总结了其成功的经验和失败的原因。本论文以“敦煌楼”餐饮公司项目作为研究对象,结合我国目前餐饮业发展所面临的诸多问题,制定出一份较为详实的,指引该餐饮企业健康发展,基业长青的商业计划书。本论文对“敦煌楼”餐饮公司项目的硬件建设和软件情况进行了分析。通过详细的调查研究,资料收集、归纳分析,建立起了项目可靠的理论基础和完整的实施方案。其次对“敦煌楼”餐饮有限公司所面临的市场环境、自身具有的优劣势以及企业的发展战略等进行了研究。第三,在上述基础上对“敦煌楼”餐饮有限公司的营销策略和推进计划进行了阐述。第四,本计划书对“敦煌楼”餐饮有限公司的投入成本与预期收益等财务问题进行了分析和测算。最后,对“敦煌楼”餐饮公司项目的风险进行了评价,并制订了进程管理的甘特图。本论文通过研究得出:此餐饮项目,其产品及服务具备着非常明显的优势,项目静态财务回收期短,财务净现值及投资报酬率高,风险承受能力较强,经济效益非常优良,发展前景广阔,项目投资者预期将会得到高额回报。通过本商业计划书的研究和分析,一方面为创业者树立行动纲领,提供执行运作方案,增强创业的激情和信心;另一方面也能引起其他投资人的认可和关注,为将来的投资人发掘出项目的价值和潜力,从而使得项目可以得到新的投资。
[Abstract]:Since ancient times, there has been a saying that "food is the sky for the people." "food" is the first of the four elements of life "food, clothing, housing and transportation." Chinese food culture has also been extensive and profound. Since the beginning of -20s, Since the implementation of the policy of reform and opening up to the outside world, the national economy of our country has been growing at a relatively high speed, and the personal and family incomes of the common people are increasing at a rapid pace. The standard of living of the people has been gradually improved. Under such a large socio-economic background, the consumption demand and consumption level of the broad masses of the people for food and beverage are gradually increasing, which also urges the catering industry to maintain the momentum of rapid development. As the pillar industry in the tertiary industry of the national economy, the business income of the catering enterprises has risen rapidly, the development level of the industry has been greatly improved, and the structure has been gradually adjusted and improved. The relevant knowledge and theory of marketing and financial management, as well as the investigation, research and analysis of some successful and failed cases in the catering industry at home and abroad. In this paper, the project of "Dunhuang House" catering company is taken as the research object, combining with the many problems that the catering industry is facing at present in our country, a more detailed and detailed project is worked out in this paper, which is based on the experience of its success and the reasons for its failure. To guide the healthy development of the catering enterprise, the business plan of the foundation industry evergreen. This paper analyzes the hardware construction and software situation of "Dunhuang building" catering company project. Through detailed investigation and research, data collection, summary analysis, The reliable theoretical basis and complete implementation plan of the project are established. Secondly, the market environment, advantages and disadvantages of Dunhuang Restaurant Co., Ltd., and the development strategy of the enterprise are studied. On the basis of the above, the marketing strategy and promotion plan of Dunhuang Restaurant Co., Ltd are described. 4th, This plan analyzes and calculates the financial problems of Dunhuang House Restaurant Co., Ltd., such as input cost and expected income. Finally, it evaluates the risk of the project of Dunhuang House Restaurant Co., Ltd. The Gantt chart of process management has been worked out. Through the research, it is concluded that the products and services of this food and beverage project have very obvious advantages, the static financial recovery period of the project is short, the financial net present value and the rate of return on investment are high. The risk bearing ability is strong, the economic benefit is very good, the development prospect is broad, the project investor expects to get the high return. Through the research and analysis of this business plan, on the one hand, set up the action program for the entrepreneur, It can also arouse the recognition and attention of other investors, and discover the value and potential of the project for future investors, so that the project can get new investment.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.3

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