酒店业飞速发展，但原本应与之并驾齐驱甚至领先一步的酒店用品业却远远拉在后 面，为了酒店业的健康发展，为了酒店用品业的迅速成熟—产业需要领跑者。沿着酒店 用品业发展的轨迹望去，它已经走过了第一代，第二代第一代，专业市场尚未出现， 以零散商家需求为主，同类商家逐渐聚群，开始集中销售，呈现出点对点的市场外交易， 这一阶段称之为酒店用品专业市场的初级阶段；第二代，随着酒店业的不断发展，零散 商家需求越来越多，逐渐形成群聚效应，专业市场日渐形成并发展，并开始逐渐衍生出 各种功能配套，也就是目前的酒店用品专业市场，这一阶段，我们称之为中级阶段；而 如今，我们应该站在行业的角度，全程服务于整个酒店行业，不仅做全面的批发商、更 要做完备的服务商；不仅要赢得市场，更要领航行业这就是本项目的形象定位!背 靠全国酒店业最发达的城市之一东莞，现有规模 13 万㎡，储备用地 180 亩，且项目本 身深得政府支持。作为东莞首个专业酒店用品批发市场的倡导者，一直致力于酒店用品 的打造和推广。 本商业计划书通过对本项目所处行业背景、市场前景、市场营销等进行调查分析， 就酒店用品市场的现状和未来发展趋势，结合项目实际情况进行了宏观、微观和竞争分 析；再进行项目定位，拟定营销方案；并运用相关的数据和经济学理论进行财务分析和 风险评价，综合论证本项目在技术上是先进、实用和可靠的，在经济上是合理的，在财 务上有较好盈利；从而证明了本商业计划切实可行。 关键词，商业计划书；酒店用品行业；亚太国际酒店用品市场；项目定位；财务评价Abstract The hotel industry has seen rapid development, but was supposed to keep pace with even one step ahead of hotel equipment industry lags far behind in Rafah, to the healthy development of the hotel industry, hotel equipment industry to the rapid maturity industry leader needs!Hotel equipment industry development along the track looking, it has gone through the first generation, the second generation ... the first generation, the professional market is not there to scattered demand mainly businessmen, clusters of similar businesses gradually began on sales, showing a point to point market transactions, at this stage called the hotel supplies market in the initial stage;The second generation, with the continuous development of the hotel industry, businesses demand more and more fragmented, gradually forming cluster effect, the market gradually formed and professional development, and began to derive a variety of supporting functions, the hotel is currently supplies professional market this phase, which we call the intermediate stage; Now, we should stand in the industry point of view, the whole service to the entire hotel industry, not only do comprehensive wholesalers, more complete service providers do not only want to win the market, but also pilotage industry ... This is the image location of the item ! our proximity to the hotel industry one of the most developed cities of Dongguan, the existing scale of 130,000 ㎡, reserve land 180 acres, and the government's support for the project itself well.. As the first professional hotel in Dongguan supplies wholesale market advocates, has been working to build the hotel supplies and promotion. The present business plan for this project through which the industry background, market prospects, such as marketing analysis of the survey, hotel supplies on the market, the current situation and future development trends, combined with the actual situation in the project carried out macro, micro and competition analysis; re positioning project , To develop marketing programs; and the use of relevant data and economic theory of financial analysis and risk assessment, a comprehensive appraisal of the project is technically advanced, practical and reliable, economically reasonable and financially better profit ; In order to prove the practical business plan. Key Words，Business Plan；The hotel supplies industry； the Asia Pacific International Hotel supplies market； position； financial evaluation目 录 摘要...........................................................................................................................................I ABSTRACT...............................................................................................................................II 图表目录.................................................................................................................................VII 第一章 绪 论..........................................................................................................................1 1.1 项目背景及意义.............................................................................................................. 1 1.2 项目简介.......................................................................................................................... 1 1.3 项目主要技术指标.......................................................................................................... 2 1.4 文献综述.......................................................................................................................... 2 1.4.1 营销战略................................................................................................................... 2 1.4.2 营销环境................................................................................................................... 3 1.4.3 市场定位................................................................................................................... 4 1.5 研究内容.......................................................................................................................... 6 第二章 酒店用品行业背景和发展分析..................................................................................7 2.1 酒店用品分类.................................................................................................................. 7 2.1.1 产品分类................................................................................................................... 7 2.1.2 用户使用的主要产品............................................................................................... 8 2.2 酒店用品目前的市场现状.............................................................................................. 8 2.2.1 产地分布................................................................................................................... 8 2.2.2 销售渠道分析........................................................................................................... 8 2.2.3 采购渠道和采购方式调查....................................................................................... 9 2.2.4 采购额分析............................................................................................................. 11 2.2.5 酒店用品知名品牌................................................................................................. 11 2.3 酒店用品前景和未来市场空间展望............................................................................ 13 2.3.1 市场发展空间广阔................................................................................................. 13 2.3.2 产品发展方向......................................................................................................... 14 2.3.3 未来销售额预计..................................................................................................... 14 2.4 目前酒店用品行业存在的问题.................................................................................... 15 2.4.1 用户对整体酒店用品市场满意度低..................................................................... 152.4.2 酒店用品流通渠道仍有阻滞................................................................................. 16 2.5 本章小结........................................................................................................................ 16 第三章 亚太国际酒店用品市场环境分析............................................................................17 3.1 宏观环境分析................................................................................................................ 17 3.1.1 政策环境分析......................................................................................................... 17 3.1.2 经济环境分析......................................................................................................... 17 3.2 微观环境分析（SWOT 分析） ................................................................................... 18 3.2.1 优势分析................................................................................................................. 18 3.2.2 劣势分析................................................................................................................. 19 3.2.3 机会分析................................................................................................................. 19 3.2.4 风险分析................................................................................................................. 20 3.3 竞争分析........................................................................................................................ 20 3.3.1 广州南天国际酒店用品批发城............................................................................. 21 3.3.2 广州沙溪国际酒店用品批发城............................................................................. 22 3.3.3 广州迎宾豪泰星级酒店用品城............................................................................. 23 3.3.4 东莞竞争对手......................................................................................................... 23 3.4 本章小结........................................................................................................................ 24 第四章 亚太国际酒店用品市场项目设计............................................................................26 4.1 项目名称........................................................................................................................ 26 4.2 项目地点........................................................................................................................ 26 4.3 项目规划........................................................................................................................ 26 4.4 项目定位........................................................................................................................ 27 4.4.1 产品定位................................................................................................................. 28 4.4.2 市场定位................................................................................................................. 30 4.4.3 客户定位................................................................................................................. 30 4.4.4 形象定位................................................................................................................. 31 4.5 本章小结........................................................................................................................ 32 第五章 亚太国际酒店用品项目市场营销............................................................................33 5.1 项目营销策略................................................................................................................ 33 5.1.1 品牌商家带动整个项目......................................................................................... 335.1.2 招商销售互动......................................................................................................... 33 5.1.3 内联外引................................................................................................................. 33 5.1.4 核心策略四，拉动政府，政策性营销................................................................. 33 5.2 价格策略........................................................................................................................ 33 5.2.1 价格定位依据......................................................................................................... 34 5.2.2 价格措施................................................................................................................. 34 5.3 项目推广策略................................................................................................................ 35 5.3.1 推广的三大主线..................................................................................................... 35 5.3.2 推广思路................................................................................................................. 35 5.3.3 项目推广策略组合................................................................................................. 35 5.3.4 项目推广具体安排................................................................................................. 35 5.4 本章小结........................................................................................................................ 40 第六章 亚太国际酒店用品市场财务分析............................................................................41 6.1 项目总投资估算的依据................................................................................................ 41 6.2 总投资预算.................................................................................................................... 41 6.2.1 建安工程费用......................................................................................................... 41 6.2.2 室外工程费............................................................................................................. 41 6.2.3 工程前期费用......................................................................................................... 42 6.2.4 建设监理费............................................................................................................. 42 6.2.5 建设单位管理费..................................................................................................... 42 6.2.6 市场推广费用......................................................................................................... 42 6.2.7 预备费..................................................................................................................... 42 6.2.8 项目总投资的确定................................................................................................. 42 6.3 风险分析........................................................................................................................ 43 6.4 财务评价........................................................................................................................ 45 6.4.1 财务评价的作用..................................................................................................... 45 6.4.2 财务评价的内容..................................................................................................... 46 6.4.3 财务评价的步骤..................................................................................................... 46 6.4.4 财务评价的原则..................................................................................................... 46 6.4.5 财务评价的方法体系............................................................................................. 476.5 基础数据的测算............................................................................................................ 47 6.5.1 营业收入预算......................................................................................................... 47 6.5.2 营业税金及附加..................................................................................................... 48 6.5.3 固定资产资产折旧预算......................................................................................... 48 6.5.4 经营期总成本费用................................................................................................. 49 6.5.5 预估的现金流量利润表......................................................................................... 49 6.6 财务评价........................................................................................................................ 50 6.6.1 盈利能力分析......................................................................................................... 50 6.6.2 现金流分析............................................................................................................. 50 6.6.3 盈亏平衡分析......................................................................................................... 50 6.7 本章小结........................................................................................................................ 51 结 论........................................................................................................................................53