永和大王移动互联中式快餐厅项目是以现有的“永和大王”中式快餐厅 为依托，关键在于经营、服务模式的创新。本商业计划书对在“北上广”分 别开设一家快餐厅的可行性进行了论证。介绍了产品及移动互联技术与传统 中式快餐厅相结合带来的创新服务、经营模式，（1）餐厅手机 APP 订餐，支 付及订座（2）手机 NFC 支付（靠一靠）和菜单产品二维码支付（扫一扫） （3）快捷订单流程（4）食物标准化生产（5）无线手机充电技术（6）大范 围无线网络等等。分析了永和大王移动互联中式快餐厅的优劣势。主要优势， （1）丰富文化底蕴，营养搭配健康（2）便捷独特的无线充电服务（3）便捷 的支付模式（4）无拘无束的餐厅手机 APP 等。 阐述中式快餐行业的发展，通过波特五力、SLEPT 模型对中式快餐行业 进行了分析，明确了行业目前存在的机会和威胁。机会，（1）消费者饮食习 惯（2）巨大的市场（3）食品安全法规完善（4）持续增长的收入（5）政府 支持（6）创新的经营和服务模式；威胁，（1）洋快餐占领市场先机（2）食 品安全（3）中国与菲律宾领土纠纷（4）可被复制性强。分析了主要竞争对 手（肯德基、麦当劳、真功夫）的优劣势。运用 SWOT 矩阵明确采取增长型 企业战略，因顾客需求变化趋势和行业激烈竞争的现状从而选择差异化的竞 争战略。 通过对问卷数据的分析，明确了目标客户群体的特点为，（1）年龄为 20-45 岁（2）收入在平均水平左右<10,000 （3）智能手机用户。基于 STP 和 4Ps 来对永和大王移动互联餐厅的营销计划进行了分析。根据 STP 分析明II 确目标市场是，“北上广”年龄段为 20-45、使用智能手机的工薪阶层。依托 于创新服务和经营模式，提供台湾风味传统中国美食中式快餐厅的市场定位。 依据 4Ps 确定了营销策略是，主要依托网络社交平台为主（微博、微信），借 助实地活动为辅的营销策略。 阐述以移动互联技术为依托的提供台湾口味传统中式美食的经营理念、 从“北上广”城市中心或 CBD 地段的餐厅选址、250 平方米和 100 座位左右 的餐厅规模、“北上广”的每日营业额及每年 5%增长的销售计划、年投资回 报率为 20%等的营运计划。分析了单店 240 万元的固定资产投入成本，以及 相关的营运成本。 在一系列财务假设的前提下，完成项目未来 5 年的财务报表预测。项目 财务预测结果显示未来 5 年的平均投资回报率 ROI 为 29.23%大于设定的投 资回报率目标 20%，项目可行。 徐镜量 关键词 移动互联 智能手机 无线充电 细分- III - Abstract Yonghe King mobile-connection Chinese fast food restaurant project is base on traditional Yonghe King Chinese fast food restaurant; focus on the innovaitons of operation and service models. This business plan had feasibility study for these 3 restaurants of first-tie city.This business plan demonstrates these new services by the combination of mobile connection technology and traditional Chinese fast food restaurant: (1) Restaurant mobile phone APP: order, payment and seat booking (2) Mobile phone-NFC payment and Bar code payment (3) Quick order process (4) Standard food production (5) Mobile wireless charge (6) large area WIFI, and so on. Analysed these advantages and disadvantages. Main advantages: (1) Rich food heritage，healthy portion of nutrition (2）Convience and unique mobile wireless charge (3) Convience payment methods (4) Restaurant mobile phone APP. This business plan demonstrated the development history of Chinese fast food industry, analyzing it by Porter’s 5 forces and SLEPT model, clarifying these existed opportunities and threats. Opportunities: (1) Consumer habits (2) Giant market (3) Completeness of food safety regulations (4) Increasing income (5) Supporting form goverment (6) Innovations of operation and service models. Threats: (1) Western fast food seized the initiative (2) Food safety (3) Territorial dispute between China and the Philippines (4) Easy to be copied. Analyzed advantages and disadvantages for competitors (KFC Mcdonald's Zkongfu). Make- IV - sure to choose growth strategies by using SWOT model. Considered customer requirement tendency and selected differentiation strategy. Through the data analysis of questionnaires, clarified these characteristics of target clients: (1) Age range from 20 to 45 (2) Month income <RMB10, 000 (3) Smart-phone user. We analyzed promotion plan which was based on STP and 4Ps models.Made market segmentation by STP and clarified target market: Working-class by first-tie cities and age range from 20 to 45. Market positioning: Providing Taiwan taste and traditional Chineses delicious food which depends on innovation service and operation models. Made promotion strategy which was depended on 4Ps: Mainly focus on Internent social media platform (Weibo, Wechat) and combine field activities. Introduced the operation plan by its spirit of providing Taiwan taste and traditional Chineses delicious food which combined mobile internet technogy; Restaurant location from city centre or CBD area; Restaurant scale by 250 M 2 and 100 seats; Sales planning of restaurant daily sales and average increasing rate; Annual ROI and so on. Analyzed fixed assts cost of RBM 2.4 M by single restaurant and related operation costs. We finished 5 years’ financial reports which were based on series of proper financial assumptions. 5 years’ financial reports’ results shows the annual average ROI is 29.23% which bigger than the target of 20%. Objective meets。 Supervised by________ Keywords Mobile-connection Smart-phone Wireless-charge Segmentation目录 - V - 目录 摘要......................................................................................................................... I Abstract .................................................................................................................III 第一章 绪论 ........................................................................................................1 1.1 研究背景和意义........................................................................................1 1.1.1 相关文献综述 .....................................................................................2 1.1.2 商机论证 .............................................................................................4 1.2 研究内容与路线........................................................................................6 1.2.1 研究内容 .............................................................................................6 1.2.2 研究路线 .............................................................................................8 1.2.3 研究方法 .............................................................................................9 1.3 本章小结..................................................................................................11 第二章 永和大王移动互联中式快餐厅分析 ..................................................12 2.1 永和大王移动互联中式快餐厅简介......................................................12 2.1.1 产品介绍 ...........................................................................................12 2.1.2 服务介绍 ...........................................................................................13 2.1.3 其他服务介绍 ...................................................................................19 2.2 永和大王移动互联中式快餐厅优劣势分析..........................................21 2.3 永和大王移动互联中式快餐厅麦肯锡 7S 模型分析 ...........................24 2.4 本章小结..................................................................................................26 第三章 中式快餐行业分析 ..............................................................................27 3.1 中式快餐行业发展近况..........................................................................27 3.1.1 中式快餐行业波特五力分析 ...........................................................29 3.1.2 中式快餐行业机会与威胁的分析 ...................................................33 3.2 本章小结..................................................................................................37 第四章 主要竞争对手分析 ..............................................................................38 4.1 西式快餐—肯德基与麦当劳..................................................................38 4.2 中式快餐—真功夫..................................................................................42 4.3 竞争对手优劣势分析..............................................................................43 4.4 永和大王移动互联中式快餐厅战略选择..............................................44 4.5 本章小结..................................................................................................46目录 - VI - 第五章 客户分析 ..............................................................................................48 5.1 问卷调查分析..........................................................................................48 5.2 客户市场细分..........................................................................................51 5.2.1 一线城市（北上广） .......................................................................51 5.2.2 智能手机用户 ...................................................................................52 5.3 本章小结..................................................................................................54 第六章 永和大王移动互联中式快餐厅的营销计划 ......................................55 6.1 STP 营销分析..........................................................................................55 6.1.1 市场细分 ...........................................................................................55 6.1.2 目标市场 ...........................................................................................57 6.1.3 市场定位 ...........................................................................................57 6.2 4Ps 营销分析 ...........................................................................................57 6.3 本章小结..................................................................................................65 第七章 永和大王移动互联中式快餐厅的营运计划 ......................................66 7.1 营运计划作用及意义..............................................................................66 7.2 经营计划内容概述..................................................................................67 7.3 餐厅成本组成..........................................................................................72 7.3.1 固定资产投入成本 ...........................................................................72 7.3.2 营运成本 ...........................................................................................74 7.4 本章小结 ..............................................................................................80 第八章 项目财务预测 ......................................................................................81 8.1 项目资金需求量、具体用途及使用计划..............................................81 8.2 财务报表预测（5 年）...........................................................................83 8.3 投资回报率预测......................................................................................85 8.4 盈亏平衡分析点预估..............................................................................87 8.5 风险及退出机制 ..................................................................................88 8.6 本章小结..................................................................................................89 第九章 项目执行摘要 ......................................................................................91 9.1 永和大王移动互联中式快餐厅项目简介..............................................91 9.2 永和大王移动互联中式快餐厅项目的市场规模和市场需求 ..............91 9.3 永和大王移动互联中式快餐厅项目的核心竞争优势 ..........................92