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最新莎熱狗項目商業計劃書PDF

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更新時間:2021-10-16

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隨著我國經濟不斷發展,我國經濟由高速增長階段轉向了高質量發展階段, 快速食品行業也是如此。過去幾年來,社會追求速度與效率,快速食品以 其“方 便、快速”的特點深受人民的喜愛。但隨著人民對生活質量的重視程度也在不斷 提高,人民對食品安全和健康的重視程度也在不斷提升。快速食品“營養不良” 的缺點也 備受質疑——食品熱量高、脂肪高、缺乏維生素等。快速食品在當今社 會中依然扮演著不可或缺的角色,其每年的市場需求額超過了千億元,但是新時 代的市場需求也對快速食 品提出了更高的要求,可以說這是一個機遇與挑戰并存 的市場。 本文是為虎莎熱狗撰寫的商業計劃書,虎莎熱狗項目的優勢在于產品技術含 量高,門店擴張速度快。首先,本文 對項目基本情況進行闡述,其次,本文對項 目所處環境進行分析,確定了市場營銷策略、項目的組織與運營,并且對項目的 財務及風險進行了分析,通過幾大板塊的分析和闡述 希望能充分介紹和厘清本項 目未來的發展規劃,促進本項目在國內市場的順利開展和落地,并逐步走向國際 市場,最終證明本項目的社會效益和經濟效益,打造“中國熱狗中的 星巴克”。 本文的結論主要有三點:首先,虎莎熱狗所處的快速食品行業具有較大的發 展潛力和空間,虎莎熱狗所處的行業是一個機遇與挑戰并存的行業。其次,本文 確定了虎 莎熱狗未來的發展戰略和營銷戰略,明確了虎莎熱狗“打造中國熱狗中 的星巴克”的市場定位,并對虎莎熱狗未來的發展作出了規劃,對于項目落地具 有指導意義。最后,虎莎 熱狗項目具有較大的投資價值,并且本文對項目存在的 風險提出了控制方法。 關鍵詞: 快速食品;食品工業;商業計劃書;風險控制 Abstract As China's economy continues to develop, China's economy has shifted from a high-speed growth stage to a high-quality development stage, so do the fast food industry. In the past few years, the society has pursued speed and efficiency. The fast food has been deeply loved by the people because it’s convenient. However, as people attach more importance to the quality of life, people pay more attention to food safety and quality. The shortcomings of fast-food are also exposed. Fast foods have high calories, high fat, and it is short of vitamins. Fast food still plays an indispensable role in today's society. Its annual market demand exceeds 100 billion yuan, but the market has higher requirements for fast food industry. It can be said that this is a market where opportunities and challenges coexist. This article is a business plan for Hussar hot dog. The advantage of this project is that the project has high technology content and rapid expansion speed. This plan mainly includes the following major sections: basic project introduction, environmental analysis of the project, marketing strategy, project organization and operation, financial analysis and risk control. We hope we can fully introduce the project, clarify the development plan and finally guide the project. We want to prove the social and economic benefits of the project and finally make it "the Starbucks of Chinese hot dogs". The conclusions of this paper are mainly three points: First, the fast food industry has great development potential and it is an industry where opportunities and challenges coexist. Second, this paper identifies the future development strategy and marketing strategy of Hussar hot dog, we located Hussar hot dog as the Starbucks of chinese hot dog .We also make the plan for the future development of Hussar hot dog. Third, the Hussar hot dog Project has a high investment value,and we put forward the control methods for project risks. Key words: Fast food; Food industry; Business plan; Risk management 目錄 摘 要............................................................................................................................ 7 Abstract .......................................................................................................................... 8 第一章 緒 論.................................................................................................................. 1 1.1 研究背景及意 義............................................................................................. 1 1.1.1 研究背 景.............................................................................................. 1 1.1.2 研究意 義.............................................................................................. 2 1.2 文獻綜 述......................................................................................................... 2 1.2.1 波特競爭戰 略...................................................................................... 2 1.2.2 4Ps營銷理論 ........................................................................................ 3 1.2.3 食品工業研 究...................................................................................... 3 1.3 研究方法與內 容............................................................................................. 6 1.3.1 研究方 法.............................................................................................. 6 1.3.2 研究內容與框 架.................................................................................. 7 第二章 虎莎熱狗項目基本情 況.................................................................................. 9 2.1 虎莎熱狗項目簡 介......................................................................................... 9 2.1.1 運營公司介 紹...................................................................................... 9 2.1.2 虎莎熱狗項目介 紹.............................................................................. 9 2.2 虎莎熱狗項目經營模 式............................................................................... 10 2.3 虎莎熱狗項目盈利模 式............................................................................... 11 2.4 本章小 結....................................................................................................... 11 第三章 虎莎熱狗項目環境分 析................................................................................ 12 3.1 宏觀環境分 析............................................................................................... 12 3.1.1 政治環 境............................................................................................ 12 3.1.2 經濟環 境............................................................................................ 13 3.1.3 社會環 境............................................................................................ 14 3.1.4 技術環 境............................................................................................ 15 3.2 行業環境分 析............................................................................................... 16 3.2.1 行業現 狀............................................................................................ 16 3.2.2 五力模型分 析.................................................................................... 17 3.3 項目SWOT 分析 ........................................................................................ 19 3.3.1 優 勢.................................................................................................... 19 3.3.2 劣 勢.................................................................................................... 20 3.3.3 機 會.................................................................................................... 22 3.3.4 威 脅.................................................................................................... 23 3.3.5 SWOT分析小結 ................................................................................ 25 3.4 本章小 結....................................................................................................... 26 第四章 虎莎熱狗項目市場營 銷................................................................................ 27 4.1 STP戰略分析 ................................................................................................ 27 4.1.1 市場細 分............................................................................................ 27 4.1.2 目標市場的選 擇................................................................................ 29 4.1.3 市場定 位............................................................................................ 29 4.2 營銷組合策 略............................................................................................... 30 4.2.1 產品策 略............................................................................................ 30 4.2.2 價格策 略............................................................................................ 32 4.2.3 渠道策 略............................................................................................ 33 4.2.4 促銷策 略............................................................................................ 35 4.3 本章小 結....................................................................................................... 36 第五章 虎莎熱狗項目的運營與組 織........................................................................ 37 5.1 項目發展規 劃............................................................................................... 37 5.2 項目組織架 構............................................................................................... 38 5.3 項目資源整 合............................................................................................... 39 5.4 項目激勵制 度............................................................................................... 39 5.4.1 薪酬制 度............................................................................................ 39 5.4.2 分紅機 制............................................................................................ 40 5.5 項目質量保證體 系....................................................................................... 40 5.6 本章小 結....................................................................................................... 41 第六章 項目經濟性評 估............................................................................................ 42 6.1 項目財務分 析............................................................................................... 42 6.2 項目投資分 析............................................................................................... 44 6.3 敏感性分 析................................................................................................... 45 6.4 項目風險分析及控 制................................................................................... 45 6.4.1 行業風 險............................................................................................ 46 6.4.2 競爭風 險............................................................................................ 46 6.4.3 財務風 險............................................................................................ 47 6.4.4 管理風 險............................................................................................ 47 6.5 本章小 結....................................................................................................... 48 結 論............................................................................................................................ 49。。。。。。以下內容略
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