随着中国经济进入新常态，经济增长方式以投资型驱动为主转为以消费型驱动为 主。目前我国的部分行业前景不容乐观，面临着供给改革的压力，但餐饮服务业的市场 年复合增长率依然维持在 15%左右，餐饮服务业的市场体量飞速扩大，到 2016 年市场 规模达到近 4 万亿，餐饮行业成为支撑我国经济的重要力量之一。餐饮行业具有较高增 的长率和较好的抗风险能力，能产生稳定的现金流，所以目前餐饮行业特别受投资机构 和个体投资者的青睐。 本文采用的是商业计划书的方式进行撰写，第一章介绍了研究的背景和意义，进而 对相关文献进行研究，确定本文研究方法。第二章介绍项目的背景，包括项目的发展规 划及目标、组织结构、产品及服务、选址等内容。第三章主要结合餐饮行业的市场需求 运用 PEST 和 SWOT 等分析方法确定增长型的市场战略。第四章依据市场的需求进行市 场的定位，根据市场定位设定相应的营销组合策略。第五章对 LT 椰子鸡火锅餐饮项目 的前期投入成本、租金成本、人力成本等估算。使用净现值、静态投资回收期以及内部 收益率等对该项目进行投资回报分析。第六章利用单因素和多因素敏感性分析，分析本 项目的敏感性因素，并且对相关的风险提出应对措施。 通过财务指标分析，得出静态投资回收期为 2.05 年，低于行业基准投资回收期。项 目的净现值为 121.1 万元。内部收益率（IRR）为 24.3%，远高于 10%的投资最低回报 要求，具有良好的投资前景。最后，对该项目进行单因素与多因素性敏感分析，表明该 项目投资风险较低，是一个经济效益显著的餐饮类投资项目。 关键字，商业计划书；餐厅；加盟II ABSTRACT With China’s economy entering into a new normal, Chinese economic growth mode is transferred from being investment-driven to being consumer-driven. At present, the prospect of some Chinese industries is not optimistic, facing the pressure of supply-side reform. But in the food service industry, the annual compound annual growth rate is still maintained at around 15%. The food service market enjoys a rapid expansion of the market volume with the market size having increased to nearly 4 trillion by the year 2016. The catering industry has become one of the important forces to support China's economy.At the same time the food industry enjoying a high growth rate and good anti-risk ability and being able to produce a stable cash flow, the current catering industry is particularly favored by investment institutions and individual investment. In the first chapter, the background and significance of the research are introduced, and the relevant literatures are studied to determine the research methods of this paper. Chapter 2 introduces the project's development plan and objectives, organizational structure, products and services, location and other content. The third chapter mainly analyzes the strategic direction of the project using PEST and SWOT. The fourth chapter mainly determines the target market for market positioning through the market segmentation, and sets the corresponding marketing mix strategy according to market positioning. In the fifth chapter, the investment return analysis of the project is carried out by using the net present value, the investment payback period and the internal rate of return on the calculation of the pre-investment cost, rental cost and labor cost of LT coconut chicken hot pot dining project. Finally, the sixth chapter introduces the sensitive factors of LT coconut chicken hot pot catering project using the single and multi-factor sensitivity analysis, and puts forward the corresponding measures to the relevant risk. Through the analysis of financial indicators, it is concluded that the static investment payback period is shorter than the industry benchmark investment payback period. The net present value of the project is more than 0.11 million yuan. The Internal rate of return (IRR), 24.3%, is much higher than the 10% of the lowest expected return on investment, with good investment prospects. Finally, the quantitative analysis of the project, by single factor and multifactorial sensitivity analysis, shows that the project has strong anti-risk and low risk abilities. Key Words: Business Plan, Restaurant, FranchiseeIII 目录 摘要.........................................................................................................................................I ABSTRACT..............................................................................................................................II 目录........................................................................................................................................... II 第一章 绪论.............................................................................................................................. 1 1.1 研究背景和意义.............................................................................................................1 1.2 文献综述.........................................................................................................................2 1.2.1 关于商业计划书的文献研究.................................................................................2 1.2.2 关于餐饮行业的文献研究.....................................................................................4 1.2.3 关于连锁加盟的文献研究.....................................................................................5 1.3 研究方法与主要内容.....................................................................................................7 第二章 项目介绍...................................................................................................................... 9 2.1 项目背景.........................................................................................................................9 2.1.1 拟建立公司基本情况.............................................................................................9 2.1.2 项目产品及服务概况...........................................................................................10 2.1.3 项目地理位置选择...............................................................................................10 2.2 品牌战略.......................................................................................................................11 2.3 项目运作模式...............................................................................................................12 2.4 发展规划及目标...........................................................................................................12 2.5 装修风格及场地规划...................................................................................................13 2.5.1 装修风格................................................................................................................13 2.5.2 场地规划................................................................................................................13 2.6 组织架构........................................................................................................................14 2.7 本章小结.......................................................................................................................16 第三章 环境分析.................................................................................................................... 17 3.1 宏观经济情况分析.......................................................................................................17 3.1.1 政策环境...............................................................................................................17IV 3.1.2 经济环境...............................................................................................................18 3.1.3 社会环境...............................................................................................................18 3.1.4 技术环境...............................................................................................................19 3.2 行业环境分析...............................................................................................................20 3.3 项目 SWOT 分析.........................................................................................................21 3.3.1 S-优势..............................................................