本文選題：商業(yè)計(jì)劃　切入點(diǎn)：精品快餐　出處：《蘭州大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：中國(guó)自古就有“民以食為天”的說(shuō)法,“食”是“衣食住行”四大生活要素中的第一要素,中國(guó)的飲食文化也是博大精深。自上世紀(jì)80年代初,國(guó)家開始實(shí)施改革開放政策以來(lái)至今,我國(guó)的國(guó)民經(jīng)濟(jì)一直保持著較快速度的增長(zhǎng),老百姓的個(gè)人和家庭收入在快步提高,人民的生活水平逐步得到改善。在這種大的社會(huì)經(jīng)濟(jì)背景下,廣大人民群眾對(duì)餐飲美食的消費(fèi)需求和消費(fèi)水平都在逐步提高,這也促使餐飲行業(yè)保持迅猛發(fā)展的勢(shì)頭,成為國(guó)民經(jīng)濟(jì)第三產(chǎn)業(yè)中的支柱產(chǎn)業(yè),餐飲企業(yè)營(yíng)業(yè)收入飛速上漲,行業(yè)發(fā)展水平得以大幅提高,結(jié)構(gòu)得到逐步調(diào)整和改善。本論文,綜合運(yùn)用戰(zhàn)略管理、市場(chǎng)營(yíng)銷和財(cái)務(wù)管理等方面的相關(guān)知識(shí)和理論,同時(shí)對(duì)國(guó)內(nèi)外餐飲行業(yè)一些成功和失敗的案例進(jìn)行了調(diào)查、研究和分析,總結(jié)了其成功的經(jīng)驗(yàn)和失敗的原因。本論文以“敦煌樓”餐飲公司項(xiàng)目作為研究對(duì)象,結(jié)合我國(guó)目前餐飲業(yè)發(fā)展所面臨的諸多問(wèn)題,制定出一份較為詳實(shí)的,指引該餐飲企業(yè)健康發(fā)展,基業(yè)長(zhǎng)青的商業(yè)計(jì)劃書。本論文對(duì)“敦煌樓”餐飲公司項(xiàng)目的硬件建設(shè)和軟件情況進(jìn)行了分析。通過(guò)詳細(xì)的調(diào)查研究,資料收集、歸納分析,建立起了項(xiàng)目可靠的理論基礎(chǔ)和完整的實(shí)施方案。其次對(duì)“敦煌樓”餐飲有限公司所面臨的市場(chǎng)環(huán)境、自身具有的優(yōu)劣勢(shì)以及企業(yè)的發(fā)展戰(zhàn)略等進(jìn)行了研究。第三,在上述基礎(chǔ)上對(duì)“敦煌樓”餐飲有限公司的營(yíng)銷策略和推進(jìn)計(jì)劃進(jìn)行了闡述。第四,本計(jì)劃書對(duì)“敦煌樓”餐飲有限公司的投入成本與預(yù)期收益等財(cái)務(wù)問(wèn)題進(jìn)行了分析和測(cè)算。最后,對(duì)“敦煌樓”餐飲公司項(xiàng)目的風(fēng)險(xiǎn)進(jìn)行了評(píng)價(jià),并制訂了進(jìn)程管理的甘特圖。本論文通過(guò)研究得出:此餐飲項(xiàng)目,其產(chǎn)品及服務(wù)具備著非常明顯的優(yōu)勢(shì),項(xiàng)目靜態(tài)財(cái)務(wù)回收期短,財(cái)務(wù)凈現(xiàn)值及投資報(bào)酬率高,風(fēng)險(xiǎn)承受能力較強(qiáng),經(jīng)濟(jì)效益非常優(yōu)良,發(fā)展前景廣闊,項(xiàng)目投資者預(yù)期將會(huì)得到高額回報(bào)。通過(guò)本商業(yè)計(jì)劃書的研究和分析,一方面為創(chuàng)業(yè)者樹立行動(dòng)綱領(lǐng),提供執(zhí)行運(yùn)作方案,增強(qiáng)創(chuàng)業(yè)的激情和信心;另一方面也能引起其他投資人的認(rèn)可和關(guān)注,為將來(lái)的投資人發(fā)掘出項(xiàng)目的價(jià)值和潛力,從而使得項(xiàng)目可以得到新的投資。
[Abstract]:Since ancient times, there has been a saying that "food is the sky for the people." "food" is the first of the four elements of life "food, clothing, housing and transportation." Chinese food culture has also been extensive and profound. Since the beginning of -20s, Since the implementation of the policy of reform and opening up to the outside world, the national economy of our country has been growing at a relatively high speed, and the personal and family incomes of the common people are increasing at a rapid pace. The standard of living of the people has been gradually improved. Under such a large socio-economic background, the consumption demand and consumption level of the broad masses of the people for food and beverage are gradually increasing, which also urges the catering industry to maintain the momentum of rapid development. As the pillar industry in the tertiary industry of the national economy, the business income of the catering enterprises has risen rapidly, the development level of the industry has been greatly improved, and the structure has been gradually adjusted and improved. The relevant knowledge and theory of marketing and financial management, as well as the investigation, research and analysis of some successful and failed cases in the catering industry at home and abroad. In this paper, the project of "Dunhuang House" catering company is taken as the research object, combining with the many problems that the catering industry is facing at present in our country, a more detailed and detailed project is worked out in this paper, which is based on the experience of its success and the reasons for its failure. To guide the healthy development of the catering enterprise, the business plan of the foundation industry evergreen. This paper analyzes the hardware construction and software situation of "Dunhuang building" catering company project. Through detailed investigation and research, data collection, summary analysis, The reliable theoretical basis and complete implementation plan of the project are established. Secondly, the market environment, advantages and disadvantages of Dunhuang Restaurant Co., Ltd., and the development strategy of the enterprise are studied. On the basis of the above, the marketing strategy and promotion plan of Dunhuang Restaurant Co., Ltd are described. 4th, This plan analyzes and calculates the financial problems of Dunhuang House Restaurant Co., Ltd., such as input cost and expected income. Finally, it evaluates the risk of the project of Dunhuang House Restaurant Co., Ltd. The Gantt chart of process management has been worked out. Through the research, it is concluded that the products and services of this food and beverage project have very obvious advantages, the static financial recovery period of the project is short, the financial net present value and the rate of return on investment are high. The risk bearing ability is strong, the economic benefit is very good, the development prospect is broad, the project investor expects to get the high return. Through the research and analysis of this business plan, on the one hand, set up the action program for the entrepreneur, It can also arouse the recognition and attention of other investors, and discover the value and potential of the project for future investors, so that the project can get new investment.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F719.3

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本文編號(hào)：1632045