“合家拉面”商业计划书

发布时间：2018-03-09 15:27

本文选题：商业计划书　切入点：餐饮　出处：《华南理工大学》2011年硕士论文　论文类型：学位论文

【摘要】：论文通过对中国餐饮市场的分析,展现了中国餐饮市场广阔的市场前景和发展潜力。从改革开放之初到现在,中国餐饮业零售额一直呈现增长态势。餐饮业的竞争也从最初单纯的价格竞争、产品质量竞争、单店竞争、单一业态竞争,发展到现在的品牌竞争、连锁化、集团化、规模化竞争。如今,采用连锁经营,中餐已突破地域限制,市场的范围得到了延伸。“合家拉面”就是在这样的背景下由两位合伙人拟创立的快速休闲连锁餐饮品牌。合家拉面餐饮服务有限公司(拟成立)以经营拉面菜品为主,以更快捷的方式为消费者提供新鲜、营养、健康、美味的菜品为宗旨,在出品上采用创新与传统相融合;在餐厅设计上,采用中西结合的餐厅环境设计,给消费者带来高雅、时尚、健康的就餐体验。合家拉面将采用“中央厨房+统一配送”的运营模式,对中央厨房、配送中心、餐厅实行标准化操作,形成企业的核心竞争力。通过连锁直营店的形式进行市场扩张,实现企业利润的稳定增长,为股东及投资人带来较好的回报。合家拉面定位的目标客户群为在中央商务区和商业中心上班、经商、休闲的人群以及娱乐中心、大型购物商场、机场、火车站的人群和大型住宅区的住户。公司将采用产品策略、定价策略、分销策略、促销策略等组合营销策略进行“合家拉面”品牌的推广和宣传,增加品牌的知名度。创业初期两位合伙人作为公司股东分别持有公司股权的70%和30%,同时,两人分别担任公司董事长兼总经理和付总经理,分管不同的部门,两位合伙人在大学本科毕业后,有二十年左右的工作经历,受过MBA、EMBA教育,有丰富的工作经验和管理优势。公司计划第一年投资第1家店,第二年增加至5家,第三年增加至15家,第四年增加至50家,第五年增加至100家,计划将来在境外市场或国内A股市场上市。从合家拉面商业计划书的分析可以看出,通过标准化的连锁经营模式,中餐在快速休闲餐饮市场盈利空间是很大的。
[Abstract]:Based on the analysis of Chinese catering market, the paper shows the broad market prospect and development potential of Chinese catering market from the beginning of reform and opening up to the present. The retail sales of Chinese catering industry have been showing a growing trend. The competition in the catering industry has also developed from the original pure price competition, product quality competition, single store competition, single business competition, to the current brand competition, chainization and collectivization. Competition on a large scale. Now, with chain operations, Chinese food has broken through regional restrictions, The scope of the market has been extended. Under such a background, "United Ramen" is the fast leisure restaurant chain brand to be established by the two partners. The whole family ramen catering service Ltd. (to be established) is mainly engaged in ramen dishes. In order to provide consumers with fresh, nutritious, healthy and delicious dishes in a faster way, innovation and tradition are adopted in the production. In the restaurant design, the restaurant environment is designed with the combination of Chinese and Western, which brings elegance to consumers. A stylish and healthy dining experience. The "Central Kitchen Unified Distribution" mode will be used to standardize the operation of the Central Kitchen, Distribution Center and Restaurant. Form the core competitiveness of the enterprise. Through the form of chain stores to expand the market, realize the steady growth of the profit of the enterprise, For shareholders and investors to bring better returns. The target customers are located in the central business district and business center, business, leisure and entertainment center, shopping malls, airports, The company will use combination marketing strategies such as product strategy, pricing strategy, distribution strategy, promotion strategy and so on, to promote and promote the "family ramen" brand. At the beginning of the business, the two partners held 70% and 30% of the company's equity as shareholders, respectively. At the same time, the two partners served as chairman and general manager of the company and general manager of the company respectively, with different departments in charge. After graduating from college, the two partners have about 20 years of work experience, MBA MBA education, rich work experience and management advantages. The company plans to invest in the first year of the first store, the second year to increase to five. In the third year, the number rose to 15, the fourth to 50 and the fifth to 100. It is planned to be listed in the overseas market or in the domestic A-share market in the future. From the analysis of the business plan for joint ramen, we can see that through the standardized chain business model, Chinese food in the fast leisure catering market profit space is very large.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F722.1;F719.3

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