2016 年，将是餐饮创业的‘双风口’，2016 年餐饮行业进入 3 万亿时代，移动互联 网创业呈现井喷状态，互联网将深层次地融入到大众生活。通过将近 3 年的大工 MBA 的学习和将近 10 年的餐饮从业经验，将所学管理理论和当下的互联网思维、及多年的 餐饮从业经验充分的结合在一起，探索餐饮 O2O 行业的创业之路。 本篇报告对项目的研究背景和研究意义做了详细的论述，在对项目的外部环境和自 身环境分析和基础上，制定了项目建设与市场运营相关方案。在市场运营方案中，尤其 是在营销渠道、促销策略和服务策略中充分利用了 O2O 商业模式。 本商业计划书运用了PEST和SWOT分析法对企业的所处的宏观环境和企业自身优 势、劣势、机会和威胁进行了归纳分析，得出项目的优势大于劣势，并且外部环境十分 有利。同时分析了项目存在的风险因素及可采取的应对措施。 在对东方小白水饺 O2O 的基本运营概况和公司的整体发展思路，以及阶段性发展 目标做了充分分析后，采用 STP 营销分析，对项目的质量、品牌和服务进行了定位后， 制定合理的市场营销策略。 关键词，O2O；水饺；餐饮；互联网- II - Report of O2O Business Plan on oriental white dumplings Abstract 2016, will be the food and beverage business, double outlet, 2016 food and beverage industry into the 3 trillion era, the mobile Internet business blowout status, the Internet will be deep into the public life. Through a study of nearly 3 years of MBA and nearly 10 years of experience in catering, students will learn management theory and the present in the thinking of the Internet, and years of experience in the restaurant business fully combined together, writing this thesis, both for my work MBA learning painting satisfactory conclusion, at the same time the paper will lead me to catering O2O industry road of entrepreneurship. In this paper, the research background and significance of the project are discussed in detail, in the analysis of the external environment and its own environment and the basis of the development of the project construction and market operation of the program. In the market operation plan, especially in the marketing channel, promotion strategy and service strategy to take full advantage of the O2O business model. The business plan using the pest and SWOT analysis method to the enterprise of the macro environment and the enterprise's own strengths, weaknesses, opportunities and threats are summarized and analyzed, obtained the advantages far outweigh the disadvantages, and the external environment is very favorable. At the same time, it analyzes the risk factors of the project and the countermeasures to be taken. Do a full analysis of Oriental White dumplings O2O basic operation situation and the company's overall development ideas, and stage of development goals. The use of STP marketing analysis, the project quality, brand and services to the positioning, the development of a reasonable marketing strategy. . Keywords: O2O; Boiled dumplings; catering; InternetIII 目 录 摘要......................................................................................................................I Abstract .................................................................................................................II 1 绪论................................................................................................................. 1 1.1 研究背景................................................................................................ 1 1.2 研究意义................................................................................................ 1 1.3 文献综述................................................................................................ 2 1.3.1 关于营销管理文献..................................................................... 2 1.3.2 关于餐饮连锁经营文献............................................................. 2 1.3.3 关于餐饮业应用 O2O 模式的文献 ........................................... 2 1.4 研究方法................................................................................................ 3 1.5 研究内容和结构.................................................................................... 4 2 市场预测与竞争环境分析............................................................................. 5 2.1 市场预测分析........................................................................................ 5 2.1.1 政策法律环境............................................................................. 5 2.1.2 经济环境..................................................................................... 6 2.1.3 社会文化环境............................................................................. 7 2.1.4 技术环境..................................................................................... 7 2.2 竞争态势分析........................................................................................ 8 2.2.1 同业竞争者的竞争力................................................................. 8 2.2.2 潜在竞争者的威胁力................................................................. 9 2.2.3 替代品的威胁力......................................................................... 9 2.2.4 供应商的议价能力..................................................................... 9 2.2.5 顾客的议价能力......................................................................... 9 2.3 内外部环境综合 SWOT 分析 ............................................................ 10 2.3.1 优势 (strength) 分析 ............................................................... 10 2.3.2 劣势 (weakness) 分析............................................................. 10 2.3.3 机会（opportunities）分析.......................................................11 2.3.4 威胁（threats）分析 ................................................................ 12 2.3.5 SWOT 组合分析....................................................................... 12 2.4 本章小结.............................................................................................. 13- IV - 3 项目建设方案............................................................................................... 15 3.1 产品方案与发展目标.......................................................................... 15 3.1.1 产品特点................................................................................... 15 3.1.2 发展战略...................................................................................... 15 3.1.3 阶段性目标.................................................................................. 16 3.2 项目团队与人员配备.......................................................................... 16 3.2.1 项目团队...................................................................................... 16 3.2.2 项目人员配备........................................................................... 17 3.3 中央厨房、店面与配送方案.............................................................. 21 3.3.1 中央厨房建设方案................................................................... 22 3.3.2 实体店建设与运营方案........................................................... 23 3.3.3 物流配送运营方案................................................................... 24 3.4 本章小结.............................................................................................. 26 4 营销与竞争方案........................................................................................... 27 4.1 营销组合策略...................................................................................... 27 4.1.1 市场细分................................................................................... 27 4.1.2 市场选择................................................................................... 28 4.1.3 市场定位................................................................................... 28 4.2 基于 O2O 的营销策略 ........................................................................ 29 4.2.1 产品策略................................................................................... 29 4.2.2 定价策略................................................................................... 29 4.2.3 基于 O2O 的营销策略 ............................................................. 30 4.2.4 传统促销策略........................................................................... 30 4.2.5 基于 O2O 的网络促销策略 ..................................................... 31 4.2.6 服务策略...................................................................................... 32 4.3 竞争方案与经营风险分析.................................................................. 33 4.3.1 产品竞争方案........................................................................... 33 4.3.2 营销竞争方案........................................................................... 34 4.3.3 配送竞争方案.............................................................................. 34 4.3.4 经营风险分析.............................................................................. 35 4.4 本章小结.............................................................................................. 36 5 财务分析与融资方案................................................................................... 37V 5.1 财务指标分析...................................................................................... 37 5.1.1 相关计算依据与说明............................................................... 37 5.1.2 项目收入分析.............................................................................. 37 5.1.3 成本费用分析.............................................................................. 39 5.2 融资方案.............................................................................................. 39 5.2.1 投资来源与用途....................................................................... 39 5.2.2 退出方式................................................................................... 40 5.3 投资收益分析...................................................................................... 41 5.3.1 现金流量分析........................................................................... 41 5.3.2 投资回收期分析.......................................................................... 42 5.3.3 净资产收益率分析................................................................... 42 5.3.4 财务净现值分析.......................................................................... 43 5.3.5 内部收益率分析....................................................................... 43 5.3.6 盈亏平衡点分析....................................................................... 44 5.4 本章小结.............................................................................................. 44 结论..................................................................................................................... 45