本文選題：商業(yè)計劃　切入點：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】：中國自古就有“民以食為天”的說法,“食”是“衣食住行”四大生活要素中的第一要素,中國的飲食文化也是博大精深。自上世紀(jì)80年代初,國家開始實施改革開放政策以來至今,我國的國民經(jīng)濟一直保持著較快速度的增長,老百姓的個人和家庭收入在快步提高,人民的生活水平逐步得到改善。在這種大的社會經(jīng)濟背景下,廣大人民群眾對餐飲美食的消費需求和消費水平都在逐步提高,這也促使餐飲行業(yè)保持迅猛發(fā)展的勢頭,成為國民經(jīng)濟第三產(chǎn)業(yè)中的支柱產(chǎn)業(yè),餐飲企業(yè)營業(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,綜合運用戰(zhàn)略管理、市場營銷和財務(wù)管理等方面的相關(guān)知識和理論,同時對國內(nèi)外餐飲行業(yè)一些成功和失敗的案例進行了調(diào)查、研究和分析,總結(jié)了其成功的經(jīng)驗和失敗的原因。本論文以“敦煌樓”餐飲公司項目作為研究對象,結(jié)合我國目前餐飲業(yè)發(fā)展所面臨的諸多問題,制定出一份較為詳實的,指引該餐飲企業(yè)健康發(fā)展,基業(yè)長青的商業(yè)計劃書。本論文對“敦煌樓”餐飲公司項目的硬件建設(shè)和軟件情況進行了分析。通過詳細(xì)的調(diào)查研究,資料收集、歸納分析,建立起了項目可靠的理論基礎(chǔ)和完整的實施方案。其次對“敦煌樓”餐飲有限公司所面臨的市場環(huán)境、自身具有的優(yōu)劣勢以及企業(yè)的發(fā)展戰(zhàn)略等進行了研究。第三,在上述基礎(chǔ)上對“敦煌樓”餐飲有限公司的營銷策略和推進計劃進行了闡述。第四,本計劃書對“敦煌樓”餐飲有限公司的投入成本與預(yù)期收益等財務(wù)問題進行了分析和測算。最后,對“敦煌樓”餐飲公司項目的風(fēng)險進行了評價,并制訂了進程管理的甘特圖。本論文通過研究得出:此餐飲項目,其產(chǎn)品及服務(wù)具備著非常明顯的優(yōu)勢,項目靜態(tài)財務(wù)回收期短,財務(wù)凈現(xiàn)值及投資報酬率高,風(fēng)險承受能力較強,經(jīng)濟效益非常優(yōu)良,發(fā)展前景廣闊,項目投資者預(yù)期將會得到高額回報。通過本商業(yè)計劃書的研究和分析,一方面為創(chuàng)業(yè)者樹立行動綱領(lǐng),提供執(zhí)行運作方案,增強創(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,為將來的投資人發(fā)掘出項目的價值和潛力,從而使得項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)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F719.3

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相關(guān)期刊論文 前1條

1 宋小敏,楊青,萬君康;項目投資經(jīng)濟效益評價原理與方法研究[J];中國管理科學(xué);2002年01期

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本文編號：1632045