近年来，老挝经济发展成果斐然，根据世界银行（World Bank）提供的相关 数据显示，在老挝政府的不断努力下，老挝的GDP平均增长率达到了年均7% 以上，老挝地区整体的消费需求和消费水平也快速提高。因此，老挝政府积极的 推动了旅游业的发展，从2010年开始，赴老挝旅游的游客数量是有较长时间的 增长，旅游业收入不断增加，其中有很大一部分来源于中国，这就为中国美食需 求提供了相应的市场，因此，让中国火锅进入老挝市场并且将该项目的具体情况 进行计划和分析成为了本文的研究内容。 本文以创业计划书的形式，以川式火锅店为主题对项目进行市场调查和设 计，主要可以分为以下几个部分：第一章绪论部分对相关文献及老挝的经济进行 了必要的分析，阐述了在老挝地区创业的可行性。同时，简单的阐述了为何选择 火锅这一项目进行创业。第二章是对本文的主题“火锅英雄”创业项目进行介绍， 并对创业项目的规模、管理团队等具体情况进行了概括式的介绍。第三章运用了 PEST和SWOT两种方式对火锅创业项目进行了分析。第四章主要对行业市场、 老挝地区的主要竞争对手、项目内部竞争条件进行分析。第五章对火锅创业项目 的市场目标定位、服务层战略及老挝市场进行了细致分析。第六章制定项目营销 策略方案。第七章对项目的投资计划、融资说明、管理方案进行制定，对盈利进 行预估，说明项目的实施可行性及经营价值。第八章主要对创业过程中可能存在 的风险和风险防范的方式进行了说明，并提出预防风险的可行性措施。 通过对该项目内部安排、外部环境分析、营销方案、盈利及风险预估等各个 环节进行计划、分析以及制定，得出该项目有很大的创业价值及实施的可行性， 是一个能够为创业者带来一定经济效益和发展前景的良好的餐饮类项目。 关键词：川式火锅；创业计划；市场分析；中式餐饮 II Abstract In recent years, Laos' economic development has achieved remarkable results. According to relevant data provided by the World Bank, with the continuous efforts of the Lao government, the average growth rate of Laos's GDP has reached an average annual rate of more than 7%, and the overall consumer demand in Laos And consumption levels are also increasing rapidly. Therefore, the Lao government has actively promoted the development of the tourism industry. From 2010, the number of tourists traveling to Laos has increased for a long time, and the income of the tourism industry has continued to increase. A large part of this comes from China. The demand for Chinese cuisine provides a corresponding market. Therefore, letting Chinese hot pot enter the Laos market and planning and analyzing the specific situation of this project has become the research content of this article. This article, in the form of a business plan, with Sichuan-style hot pot shop as the theme of the project market research and design, can be divided into the following parts: The first chapter is the introduction of the article, the necessary analysis of the Lao economy, the feasibility of entrepreneurship in the Lao area. The second chapter introduces the hot pot entrepreneurship project. The third chapter analyzes the environment of the hot pot entrepreneurship project. The fourth chapter mainly analyzes its market competition aspect, analyzes the competition condition of the hot pot project one by one, and makes a comparative analysis of the main competition object in the standard Lao area. The fifth chapter analyzes the strategy of the hot pot entrepreneurship project. In chapter 6, the project implementation plan is planned, the organization framework structure of the project is set, and the human resources in the organization structure are arranged. In chapter 7, the necessary analysis is made on the finance of the venture project. The eighth chapter mainly explains the possible risk and the way of risk prevention. Key words:Sichuan hot pot; Business plan; Market analysis; Chinese catering III 目录 中文摘要................................................................................................................. I Abstract ................................................................................................................. II 1 绪论.................................................................................................................... 1 1.1 研究背景和意义........................................................................................... 1 1.1.1 研究背景 ............................................. 1 1.1.2 研究意义 ............................................. 2 1.2 研究内容和方法........................................................................................... 2 1.2.1 研究内容 ............................................. 2 1.2.2 研究方法 ............................................. 3 1.3 国内外研究现状........................................................................................... 4 1.3.1 中国研究现状 ......................................... 4 1.3.2 国内研究现状 ......................................... 5 1.4 技术流程图................................................................................................... 7 2 项目介绍............................................................................................................ 8 2.1 创业（火锅英雄）项目简介....................................................................... 8 2.2 项目的创业管理........................................................................................... 8 2.2.1 项目的可行性 ......................................... 8 2.2.2 创业团队 ............................................. 9 2.2.3 资金筹备 ............................................. 9 2.2.4 创业项目时机 ........................................ 10 2.2.5 创业项目制度建设 .................................... 10 2.3 项目发展战略............................................................................................. 10 2.3.1 项目发展渠道选择 .................................... 10 2.3.2 创业项目发展计划 .................................... 11 3 项目环境分析.................................................................................................. 12 3.1 外部环境分析............................................................................................. 12 3.1.1 政治环境 ............................................ 12 IV 3.1.2 经济环境 ............................................ 12 3.1.3 社会环境 ............................................ 14 3.1.4技术环境 ............................................. 15 3.2 内部环境分析............................................................................................. 16 3.2.1 人力资源分析 ........................................ 16 3.2.2 产品分析 ............................................ 16 4 项目竞争分析.................................................................................................. 17 4.1 餐饮类市场分析......................................................................................... 17 4.1.1 火锅在老挝的市场分析 ................................ 17 4.1.2 老挝顾客的消费心理分析 .............................. 18 4.2 行业竞争对手分析..................................................................................... 28 4.3 行业竞争手段分析..................................................................................... 28 4.4企业SWOT分析 ........................................................................................ 30 4.4.1 优势分析 ............................................ 30 4.4.2 劣势分析 ............................................ 30 4.4.3 机遇分析 ............................................ 31 4.4.4 挑战分析 ............................................ 31 5 项目战略与战略分析...................................................................................... 32 5.1 市场目标与定位......................................................................................... 32 5.2 服务层战略................................................................................................. 33 5.3 老挝市场分析............................................................................................. 33 6 项目营销策略分析方案.................................................................................. 34 6.1 项目价格策略..................................................................................