随着生活水平的提高，人们早已不再满足于吃饱吃好，更多的人越来越注重 饮食健康。随着消费升级的时代悄然来临，安全和健康已经成为已成为衡量消费 品的重要指标。面对消费者需求的升级，杂粮煎饼这一天然健康的民族特色小吃 迎来了春天。本商业计划书就是一份关于杂粮煎饼特色小吃的创业计划书。 本报告的研究对象是计划开在浙江省杭州市余杭区临平新城购物中心万宝城 的好果子杂粮煎饼店项目。具体指在万宝城购物中心开一家杂粮煎饼这一特色小 吃为主打的小吃店，并通过打造好果子杂粮煎饼品牌，将该店运营为好果子杂粮 煎饼形象旗舰店。在精耕好第一家形象店的基础上，远期将好果子品牌传播到江 浙沪，继而传播到全国甚至全世界，这是好果子项目的愿景，在传播美食的同时 发扬中华民族传统饮食文化，这是好果子的使命。 本报告采用定性定量相结合、理论实证相结合的研究方法，研究内容包括项 目基本情况介绍、市场分析、营销策略、财务分析、风险因素分析等。为了充分 调研市场需求，了解项目的可行性，本文针对杂粮煎饼这一特色小吃在杭州市余 杭区万宝城购物中心周边做了《万宝城顾客小吃调查问卷》问卷调查，调查结果 表明杂粮煎饼这一特色小吃在万宝城购物中心尚未有同类竞争产品存在，存在市 场空白，且消费者对于杂粮煎饼的接受程度较高，因此该项目具有一定的可行性。 本报告首先介绍了好果子杂粮煎饼项目基本概况，包括项目选址、项目团队 介绍、项目建设管理等方面的情况。 其次，采用 SWOT 及 PEST 等分析工具分析了本项目的基本市场环境，通过 PEST 分析工具分析了政治、经济、社会、技术等方面的宏观环境，通过 SWOT 分析工具确定好果子杂粮煎饼项目的竞争优势，毛利高、投入小、市场先入优势、 符合健康饮食趋势。其次通过问卷调查确定市场需求，为接下去的市场营销做好 准备。接着，结合问卷调查，采用 4P 营销理论，确定好果子杂粮煎饼项目的产品 及服务定位，定价策略、渠道策略、促销策略，确定了具体的营销计划。 再次，通过启动资金估算、成本估算、收益估算等方面对项目进行财务分析。 并通过投资回收期及投资回报率的测算确定了项目的可行性。进而对项目的风险 进行分析并提出应对风险的措施。通过财务分析及风险分析，得出本项目具有投 入较小，投资回报率较高的特点。 最后得出结论，本项目符合当前国内社会健康餐饮的大趋势，本项目市场前 景广阔，前期投入较低，具有一定的获利能力，具有一定的可行性。 关键词，商业计划书；杂粮煎饼；特色餐饮；创业II Abstract With the improvement of living standards, people no longer content to eat satisfied to eat well, more and more people increasingly pay attention to healthy diet. The pursuit of health and safety is a big trend of consumption upgrade, safety and health has become the standard of consumer goods is the most important. In the face of the special requirements for group, coarse pancake this natural health delicacies ushered in the spring. This business plan is a business plan about coarse pancake characteristics snacks. The research object of this thesis is the project of HaoGuoZhi coarse pancake shop in the city of shopping, linping new city, yuhang district, hangzhou city, zhejiang province. Refers to the specific Wan Bao cheng shopping center to open a coarse pancake the feature snacks give priority to dozen of snack bar, and through building HaoGuoZhi coarse pancake brand, will be the store operations for HaoGuoZhi coarse pancake image flagship store. In precision farming, on the basis of the first image store, forward will HaoGuoZhi brand spread to jiangsu, then spread to the whole country even the world, this is HaoGuoZhi vision of the project, in the spread of food at the same time carry forward Chinese traditional diet culture, it is the mission of HaoGuoZhi. This paper adopts the combination of qualitative quantitative and empirical research method of combining theory, the research content including project basic situation introduction, market analysis, marketing strategy, financial analysis, risk factor analysis, etc. In order to fully research the market demand, to understand the feasibility of the project, based on coarse pancake the feature snacks in hangzhou city yuhang district Wan Bao cheng shopping center around made Wan Bao cheng customers snacks questionnaire survey, survey results show that the coarse pancake the feature snacks in Wan Bao cheng similar competitive products shopping center has not yet exist, there are market blank, and consumer acceptance for coarse pancake is higher, so the project has a certain feasibility. This paper firstly introduces the basic general situation of HaoGuoZhi miscellaneous food pancake project, including project site selection, project team introduction, projectIII construction management and other aspects. Secondly, using the SWOT and PEST analysis tools such as analysis of the basic market environment, the project by PEST analysis tool analyzes the political, economic, social, technical and other aspects of the macro environment, through the SWOT analysis tool to determine the HaoGuoZhi coarse pancake competitive advantage: the investment of high margin, and the market into the first advantage, conform to the trend of healthy diet. Secondly, the market demand is determined through the questionnaire survey to prepare for the next marketing. Then, combined with the questionnaire survey, USES the 4 p marketing theory, determine the HaoGuoZhi coarse pancake product and the service orientation of the project, pricing strategy, channel strategy, promotion strategy, determine the specific marketing plan. Thirdly, financial analysis of the project is carried out through start-up capital estimation, cost estimation and revenue estimation. The feasibility of the project is determined through the investment payback period and the investment rate of return. Then the risk of the project is analyzed and the measures to deal with the risks are put forward. Through financial analysis and risk analysis, this project has the characteristics of small investment and high return on investment. Finally draw the conclusion: the project conforms to the trend of the current domestic social health food, the project is wide prospect of market, lower upfront costs, has certain profit ability, has certain feasibility. KEYWORDS: Business Plan ； Coarse Pancake ； Characteristic Catering ； EntrepreneurshipIV 目 录 摘要........................................................................................................................... I Abstract ......................................................................................................................II 第 1 章 绪论 ...............................................................................................................1 1.1 选题背景及意义....................................................................................................1 1.1.1 选题背景 ....................................................................................................1 1.1.2 研究意义 ....................................................................................................2 1.2 国内外相关研究现状 ............................................................................................2 1.2.1 国外相关文献综述 .....................................................................................2 1.2.2 国内相关研究 .............................................................................................3 第 2 章 相关基本理论及概念 ....................................................................................5 2.1 相关理论基础 .......................................................................................................5 2.1.1 STP 理论.....................................................................................................5 2.1.2 4Ps 营销理论(TheMarketingTheoryof4Ps) .................................................5 2.1.3 品牌权益创建理论 .....................................................................................5 2.1.4 中心地带理论 ............................................................................................6 2.2 研究内容、方法和路线 ........................................................................................6 2.2.1 研究内容 ....................................................................................................6 2.2.2 研究方法 ....................................................................................................7 2.2.3 研究路线 ....................................................................................................8 第 3 章 项目介绍....................................................................................................10 3.1 项目概述 .............................................................................................................10 3.2 项目选址 .............................................................................................................10 3.2.1 项目选址条件 ...........................................................................................10 3.2.2 好果子项目选址 ......................................................................................11 3.3 项目团队管理 .....................................................................................................14 3.3.1 项目管理团队 ...........................................................................................14 3.3.2 项目组织结构 ...........................................................................................14 3.3.3 团队塑造 ..................................................................................................16 3.4 项目建设管理 ....................................................................................................17 3.4.1 项目建设第一阶段 ...................................................................................17 3.4.2 项目建设第二阶段 ..................................................................................17 3.4.3 项目建设第三阶段 ..................................................................................18V 第 4 章 项目市场环境分析 ......................................................................................19 4.1 外部环境分析 ....................................................................................................19 4.1.1 政策法律环境 ...........................................................................................19 4.1.2 经济环境 .................................................................................................20 4.1.3 社会环境 .................................................................................................21 4.1.4 技术环境 .................................................................................................22 4.2 项目市场调查分析 .............................................................................................23 4.2.1 市场调研问卷设计 ...................................................................................23 4.2.2 市场调研问卷分析 ...................................................................................25 4.3 竞争对手及竞争优势分析 .................................................................................31 4.3.1 竞争对手分析 ...........................................................................................31 4.3.2 好果子项目竞争优势 ..............................................................................32 第 5 章 项目营销分析..............................................................................................34 5.1 产品和服务定位.................................................................................................34 5.1.1 项目产品定位 ..........................................................................................34 5.1.2 产品制作流程 ..........................................................................................37 5.1.3 项目服务定位 ..........................................................................................37 5.2 定价策略 ............................................................................................................38 5.3 渠道策略 .............................................................................................................38 5.4 促销策略 ............................................................................................................39 5.4.1 企业识别系统 ..........................................................................................39 5.4.2 企业视觉识别系统的构成 .......................................................................39 5.4.3 店铺 VI 系统............................................................................................40 5.4.4 内部装修风格 ..........................................................................................41 5.4.5 店铺内部形象设计 ..................................................................................42 第 6 章 项目财务分析..............................................................................................45 6.1 项目启动资金需求估算 ......................................................................................45 6.2 项目成本估算 .....................................................................................................45 6.3 项目收益估算 ....................................................................................................46 6.4 项目投资决策依据 ..............................................................................................47 6.4.1 投资回收期...............................................................................................47 6.4.2 投资回报率...............................................................................................48 6.5 项目融资计划 ....................................................................................................48 6.5.1 创始阶段融资需求 ...................................................................................49 6.5.2 扩展阶段融资需求 ...................................................................................49VI 第 7 章 项目风险分析及对策 ..................................................................................50 7.1 好果子项目面临的风险 ......................................................................................50 7.1.1 资金缺乏风险 ...........................................................................................50 7.1.2 原材料成本上升风险 ..............................................................................50 7.1.3 市场竞争风险 ..........................................................................................51 7.1.4 食品安全风险 ..........................................................................................51 7.1.5 人力资源风险 ..........................................................................................51 7.2 风险应对措施 .....................................................................................................52 7.2.1 采用稳健的财务政策 ..............................................................................52 7.2.2 运用电子商务采购原材料 ......................................................................52 7.2.3 提升品牌竞争力 ......................................................................................53 7.2.4 有效规避食品安全风险 ..........................................................................54 7.2.5 做好人才招聘计划 ..................................................................................55 第 8 章 结论与展望..................................................................................................56