餐饮业是我国较早开放的行业之一，是较为传统的服务性行业，也是我国 第三产业的重要组成部分。改革开放的 30 年中，中国餐饮市场的规模和档次不 断扩大，经营模式逐步走向多元化，人们对餐饮的消费正逐渐演变成一种文化 消费。随着“体验经济”时代的到来，一种新的流行餐厅形式——主题餐厅悄 然出现。与一般餐厅相比，主题餐厅以鲜明的主题特色和浓厚的文化内涵为核 心。 本文以电影主题西餐厅创业项目为研究对象，通过对项目的描述、对项目 外部环境的 PEST 分析，对项目行业环境的波特五力分析，运用 SWOT 分析法对 项目自身的优劣势及外部给予与威胁进行分析，制定以体验营销为主的营销策 略。然后通过财务规划，预测了项目的投资回报期和盈利能力，对可能出现的 风险提出了应对策略。通过研究，得出时光记忆电影主题西餐厅是一个前景广 阔的创业投资项目。 关键词，主题西餐厅；创业；商业计划书MBA 学位报告 作者，韦岩 时光记忆主题西餐厅商业计划书 II Abstract Being one of the traditional industries that are open earlier, catering industry is now becoming an important part of the third industry in our country. During the 30 years of economic reform, China’s catering market is expanding in size and level with diverse business patterns. Gradually, customer behavior is more strongly linked with cultures. With the advent of the concept of experience economy, a new form of restaurants, theme restaurants, are emerging and getting popular. Compared with ordinary restaurants, theme restaurants are prominently featured in connotations. This article studies the entrepreneurship program of film-themed restaurants and aims to make marketing strategies based on experience marketing by adopting a PEST analysis to the external environment of the program, a Porter's Five Forces Theory on the industry environment and a SWOT analysis to its advantages and disadvantages as well as the threats from outside environment. In addition, the article forecasts the payback period and profitability of the project through financial planning. Meanwhile, the author also put forward some risking-control strategies against potential threats and losses. In the end of this article, it is concluded that Time Memory, the film-themed restaurant, has a wide prospect. Key words: Western-style theme restaurants；Entrepreneurship ；Business PlanMBA 学位报告 作者，韦岩 时光记忆主题西餐厅商业计划书 目 录 一、绪论.................................................................................................1 （一）研究背景及意义.............................................................................................1 （二）相关文献及研究理论综述............................................................................3 （三）研究方法及技术路线.....................................................................................7 二、项目介绍.........................................................................................9 （一）项目概述..........................................................................................................9 （二）项目介绍..........................................................................................................9 （三）项目组织架构...............................................................................................11 三、市场研究和分析........................................................................... 13 （一）PEST 宏观环境分析......................................................................................13 （二）竞争环境分析（波特五力模型）.............................................................21 （三）SWOT 竞争优势分析......................................................................................24 （四）餐厅战略选择...............................................................................................27 四、营销计划.......................................................................................29 （一）目标市场的确定...........................................................................................29 （二）餐厅体验营销体系的建立..........................................................................31 五、财务规划.......................................................................................38 （一）投资预算........................................................................................................38 （二）融资方案分析...............................................................................................39 （三）财务盈利能力分析.......................................................................................40 （四）资本退出........................................................................................................42 六、风险管理.......................................................................................43 （一）店面选址风险及对策.................................................................................. 43 （二）店面规模风险及对策.................................................................................. 43MBA 学位报告 作者，韦岩 时光记忆主题西餐厅商业计划书 IV （三）店面设计风险及对策.................................................................................. 44 （四）菜单设计风险及对策.................................................................................. 44 （五）财务风险及对策...........................................................................................45 （六）管理风险及对策...........................................................................................45 七、结论...............................................................................................47