随着我国实施改革开放政策，经济实现了快速增长，餐饮业作为我国第三产 业中一个传统服务性行业，也取得了突飞猛进的发展。而伴随城市化进程和居民 个人收入的稳步增加，人们的消费水平也飞速增长，在外就餐的需求随之显著增 加。在大众化餐饮中，快餐由于比较适应人们日益加快的生活节奏，同时赶上了 移动互联网等信息技术的发展浪潮，所以发展的势头表现得尤为迅猛。 我们以高校附近的“私房小厨”中式快餐项目作为研究切入点，从项目组织 与管理、市场环境、市场定位和营销策略、财务以及项目风险等方面进行了详细 分析，对“私房小厨”项目进行了较为全面的规划和评估，形成商业计划书，方 便投资者对于该项目有一个整体的了解，从而争取到更多融资机会。本项目规划 以面食系列为主要经营产品，以 DIY 为特色，在线下经营的同时，借助移动互 联网技术趋势兼顾线上营销。通过市场环境分析，确定了“私房小厨”项目应采 取差异化的市场竞争策略。市场调研表明本项目市场需求较大，客户群体主要是 大学生，很多人愿意在和朋友聚餐时尝试 DIY，从而制定了针对性的营销策略。 通过对项目的财务分析表明，餐厅创立第一年各项成本、费用支出较大，在随后 几年随着餐厅稳定发展，盈利能力好，回收期较短。另外，我们还分析了“私房 小厨”项目运营中可能面临的各种风险，并提出了相应的规避措施，确保项目的 顺利实施。其中成本风险和食品安全风险可能是最大的因素，我们应该和诚信供 应商建立长期合作关系，建立严格的采购制度，同时强化内部管理，严格把控食 品质量。 总体来看，本项目有较大的目标市场人群和清晰的盈利模式，具备一定的创 新点，在当前市场环境和移动互联网趋势下，有较好的可行性和发展前景，具有 投资价值。 关键词，餐饮；商业计划书；私房小厨；市场调研；财务与风险分析II Abstract With the implementation of the reform and opening up policy in China, the economy has achieved rapid growth. As a traditional service industry in China's tertiary industry, the catering industry has also achieved rapid development. With the steadily increasing urbanization process and the income of residents, the consumption level of people has also increased rapidly, and the demand for eating out has increased significantly. In the popular catering, fast food is more adaptable to people's increasingly accelerated life rhythm, while catching up with the development wave of information technology such as mobile Internet, so the momentum of development is particularly rapid. We take the “private kitchen” Chinese fast food project near the university as the research entry point, and analyze the project organization and management, market environment, market positioning and marketing strategy, finance and project risk, and “private kitchen”. The project carried out a more comprehensive planning and evaluation, and formed a business plan to facilitate investors to have a general understanding of the project, so as to obtain more financing opportunities. The project plans to use the pasta series as the main business product, featuring DIY, while operating offline, with the help of mobile internet technology trends and online marketing. Through market environment analysis, it was determined that the “private kitchen” project should adopt a differentiated market competition strategy. Market research indicates that the market demand for this project is large, and the customer base is mainly college students. Many people are willing to try DIY when they have dinner with friends, thus developing a targeted marketing strategy. Through the financial analysis of the project, the cost and expenses of the restaurant in the first year of the establishment of the restaurant are relatively large. In the following years, with the stable development of the restaurant, the profitability is good and the payback period is short. In addition, we also analyzed the various risks that may be faced in the operation of the “private kitchen” project, and proposed corresponding evasive measures to ensure the smooth implementation of the project. Among them, cost risk and food safety risk may be the biggest factors. We should establish long-term cooperative relationship with honest suppliers, establish a strict procurement system, strengthen internal management, and strictly control the quality of food.III Overall, the project has a large target market population and a clear profit model, with certain innovation points. Under the current market environment and mobile Internet trend, it has good feasibility and development prospects and has investment value. Keywords: Catering; business plan; private kitchen; market research; financial and risk analysisIV 目录 第一章 绪论 ....................................................................................1 第一节 选题背景...........................................................................................1 第二节 选题动机...........................................................................................2 第三节 研究内容和方法...............................................................................2 一 研究内容..............................................................................................2 二 报告研究方法.......................................................................................3 第二章 公司的组织与管理.............................................................4 第一节 拟建餐厅基本情况...........................................................................4 第二节 餐厅介绍...........................................................................................4 一 店铺特色..............................................................................................4 二 产品.....................................................................................................5 三 服务创新..............................................................................................6 四 项目选址要求.......................................................................................6 第三节 组织架构...........................................................................................6 一 初始阶段的组织架构.............................................................................6 二 发展阶段的组织架构.............................................................................7 第四节 项目的管理.......................................................................................8 一 发展计划..............................................................................................8 二 人力资源管理.......................................................................................8 第五节 经营模式.........................................................................................10 一 线上营销............................................................................................ 10 二 下单和结账收款.................................................................................. 11 三 取餐...................................................................................................12 四 后厨...................................................................................................12 五 收残...................................................................................................12 第三章 市场环境分析...................................................................14 第一节 外部环境分析.................................................................................14 一 政策法律环境..................................................................................... 14V 二 经济环境............................................................................................ 14 三 社会环境............................................................................................ 15 四 技术环境............................................................................................ 16 第二节 项目运营的行业环境分析.............................................................17 一 项目运营的行业概况...........................................................................17 二 行业竞争波特五力分析.......................................................................17 第三节 市场优劣势分析.............................................................................19 一 优势...................................................................................................19 二 劣势...................................................................................................20 三 机会...................................................................................................21 四 威胁...................................................................................................21 第四节 组合分析.........................................................................................21 第四章 市场定位及营销策略.......................................................23 第一节 市场定位.........................................................................................23 一 公司定位............................................................................................ 23 二 项目市场调查分析..............................................................................23 三 目标市场定位..................................................................................... 30 第二节 营销策略.........................................................................................30 一 产品策略............................................................................................ 30 二 定价策略............................................................................................ 31 三 渠道策略............................................................................................ 31 四 促销策略............................................................................................ 32 第三节 企业识别系统.................................................................................33 第五章 项目财务分析...................................................................36 第一节 股本结构及来源.............................................................................36 一 项目融资计划..................................................................................... 36 二 退出方式............................................................................................ 36 第二节 相关数据测算依据及说明.............................................................36 第三节 财务预算分析.................................................................................37 一 项目投资估算..................................................................................... 37 二 项目收入估计..................................................................................... 38VI 三 总成本和费用估算..............................................................................39 第四节 财务分析.........................................................................................40 第六章 项目风险分析与规避.......................................................42 第一节 项目风险分析.................................................................................42 一 市场风险............................................................................................ 42 二 经营风险............................................................................................ 42 三 管理风险............................................................................................ 43 四 财务风险............................................................................................ 43 五 政策风险............................................................................................ 43 六 竞争风险............................................................................................ 44 七 不可抗力等其他风险...........................................................................44 第二节 项目风险规避措施.........................................................................44 一 市场风险规避..................................................................................... 44 二 经营风险规避..................................................................................... 44 三 管理风险规避..................................................................................... 45 四 财务风险规避..................................................................................... 46 五 政策风险规避..................................................................................... 46 六 竞争风险规避..................................................................................... 46 七 不可抗力等其他风险规避....................................................................46 第七章 结论 ..................................................................................48