江上重庆餐饮文化有限公司商业计划书

1、me, she said. do you always get up so late ? its one oclock!lesson 3 please send me a card 请给我寄一张明信片 postcards always spoil my holidays. last summer, i went to italy. i visited museums and sat in public gardens. a friendly waiter taught me a few words of italian. then he lent me a book. i read a few

2、 lines, but i did not understand a word. every day i thought about postcards. my holidays passed quickly, but i did not send any cards to my friends. on the last day i made a big decision. i got up early and bought thirty-seven cards. i spent the whole day in my room, but i did not write a single ca

3、rd !lesson 4 an exciting trip 激动人心的旅行i have just received a letter from my brother, tim. he is in australia. he has been there for six months. tim is an engineer. he is working for a big firm and he has already visited a great number of different places in australia. he has just bought an australian

4、 car and has gone to alice springs, a small town in the centre of australia. he will soon visit darwin. from there, he will fly to perth. my brother has never been abroad before, so he is finding this trip very exciting.lesson 5 no wrong numbers 无错号之虞 mr james scott has a garage in silbury and now h

5、e has just bought another garage in pinhurst. pinhurst is only five miles from silbury, but mr scott cannot get a telephone for his new garage, so he has just bought twelve pigeons. yesterday, a pigeon carried the first message from pinhurst to silbury. the bird covered the distance in three minutes

6、. up to now, mr scott has sent a great many requests for spare parts and other urgent messages from one garage to the other. in this way, he has begun his own private telephone service.lesson 6 percy buttons 珀西巴顿斯i have just moved to a house in bridge street. yesterday a beggar knocked at my door. h

7、e asked me for a meal and a glass of beer. in return for this, the beggar stood on his head and sang songs. i gave him a meal. he ate the food and drank the beer. then he put a piece of cheese in his pocket and went away. later a neighbour told me about him. everybody knows him. his name is percy bu

8、ttons. he calls at every house in the street once a month and always asks for a meal and a glass of beer.lesson 7 too late 为时太晚 the plane was late and detectives were waiting at the airport all morning. they were expecting a valuable parcel of diamond from south africa. a few hours earlier, someone

9、had told the police that thieves would try to steal the diamonds. when the plane arrived, some of the detectives were waiting inside the main building while others were waiting on the airfield. two men took the parcel off the plane and carried it into the customs house. while two detectives were kee

10、ping guard at the door, two others opened the parcel. to their surprise, the precious parcel was full of stones and sand!lesson 8 the best and the worst 最好的和最差的joe sanders has the most beautiful garden in our town. nearly everybody enters for the nicest garden competition each year, but joe wins eve

11、ry time. bill friths garden is larger than joes. bill works harder than joe and grows more flowers and vegetables, but joes garden is more interesting. he has made neat paths and has built a wooden bridge over a pool. i like gardens too, but i do not like hard work. every year i enter for the garden

12、 competition too, and i always win a little prize for the worst garden in the town!lesson 9 a cold welcome 冷遇on wednesday evening, we went to the town hall. it was the last day of the year and a large crowd of people had gathered under the town hall clock. it would strike twelve in twenty minutes ti

13、me. fifteen minutes passed and then, at five to twelve, the clock stopped. the big minute hand did not move. we waited and waited, but nothing happened. suddenly someone shouted, its two minutes past twelve! the clock has stopped! i looked at my watch. it was true. the big clock refused to welcome t

14、he new year. at that moment everybody began to laugh and sing.lesson 10 not for jazz 不适于演奏爵士乐we have an old musical instrument. it is called a clavichord(翼琴). it was made in germany in 1681. our clavichord is kept in the living-room. it has belong to our family for a long time. the instrument was bo

15、ught by my grandfather many years ago. recently it was damaged by a visitor. she tried to play jazz on it! she struck the keys too hard and two of the strings were broken. my father was shocked. now we are not allowed to touch it. it is being repaired by a friend of my fathers.lesson 11 one good tur

16、n deserves another 礼尚往来i was having dinner at a restaurant when harry steele came in. harry worked in a lawyers office years ago, but he is now working at a bank. he gets a good salary, but he always borrows money from his friends and never pays it back. harry saw me and came and sat at the same tab

17、le. he has never borrowed money from me. while he was eating, i asked him to lend me &2. to my surprise, he gave me the money immediately. i have never borrowed any money from you, harry said, so now you can pay for my dinner!lesson 12 goodbye and good luck 再见，一路顺风our ncighbour, captain charles alis

18、on, will sail from portsmouth tomorrow. we shall meet him at the harbour early in the morning. he will be in his small boat, topsail.tapsail is a famous little boat. it has sailed across the atlantic many times. captain alison will set out at eight oclock so we shall have plenty of time. we shall se

19、e his boat and then we shall say good-bye to him. he will be away for two months. we are very proud of him. he will take part in an important race across the atlantic.lesson 13 the greenwood boys 绿林少年the greenwood boys are a group of popular singers. at present, they are visiting all parts of the co

20、untry. they will be arriving here tomorrow. they will be coming by train and most of the youngpeople in the town will be meeting them at the station. tomorrow evening they will be singing at the workers club. the greenwood boys will be staying for five days. during this time, they will give five per

21、formances. as usual, the police will have a difficult time. they will be trying to keep order. it is always the same on these occasions.lesson 14 do you speak english? 你会讲英语吗？i had an amusing experience last year. after i had left a small village in the south of france, i drove on to the next town.

22、on the way, a young man waved to me. i stopped and he asked me for a lift. as soon as he had got into the car, i said good morning to him in french and he replied in the same language. apart from a few words, i do not know any french at all. neither of us spoke during the journey. i had nearly reach

23、ed the town, when the young man suddenly said, very slowly, do you speak english? as i soon learnt, he was english himself!lesson 15 good news 佳音 the secretary told me that mr. harmsworth would see me. i felt very nervous when. i went into his office. he did not look up from his desk when i entered.

24、 after i had sat down, he said that business was very bad. he told me that the firm could not afford to pay such large salaries. twenty people had already left. i knew that my turn had come. mr. harmsworth, i said in a weak voice. dont interrupt, he said. then he smiled and told me i would receive a

25、n extra &100 a year!lesson 16 a polite request 彬彬有礼的要求if you park your car in the wrong place, a traffic policeman will soon find it. you will be very lucky if he lets you go without a ticket. however, this does not always happen. traffic police are sometimes very polite. during a holiday in sweden,

26、 i found this note on my car: sir, we welcome you to our city. this is a no parking area. you will enjoy your stay here if you pay attention to our street signs. this note is only a reminder. if you receive a request like this, you cannot fail to obey it!lesson 17 always young 青年常驻my aunt jennifer i

27、s an actress. she must be at least thirty-five years old. in spite of this, she often appears on the stage as a young girl. jennifer will have to take part in a new play soon. this time, she will be a girl of seventeen. in the play, she must appear in a bright red dress and long black stockings. las

28、t year in another play, she had to wear short socks and a bright, orange-coloured dress. if anyone ever asked her how old she is, she always answers, my dear, it must be terrible to be grown up!lesson18 he often does this! 他经常干这种事！after i had had lunch at a village inn, i looked for my bag. i had le

29、ft it on a chair beside the door and now it wasnt there ! as i was looking for it, the inn-keeper came in. did you have a good meal ? he asked. yes, thank you, i answered, but i cant pay the bill. i havent got my bag. the inn-keeper smiled and immediately went out. in a few minutes he returned with

30、my bag and gave it back to me. im very sorry, he said my dog had taken it into the garden. he often does this.lesson19 sold out 票已售完the play may begin at any moment, i said. it may have begun already, susan answered.i hurried to the ticket-office. may i have two tickets please ? i asked.im sorry, we

31、ve sold out, the girl said.what a pity! susan exclaimed.just then, a man hurried to the ticket-office.can i return these two tickets? he asked.certainly, the girl said.could i have those two tickets please ? i asked.certainly, the girl said, but they are for next wednesdays performance.i might as we

32、ll have them, i said sadly.lesson20 one man in a boat 独坐孤舟fishing is my favourite sport. i often fish for hours without catching anything. but this does not worry me. some fishermen are unlucky. instead of catching fish, they catch old boots and rubbish. i am even less lucky. i never catch anything-

33、not even old boots. after having spent whole mornings on the river, i always go home with an empty bag. you must give up fishing! my friends say. its a waste of time. but they dont realize one important thing. im not really interested in fishing. i am only interested in sitting in a boat and doing n

34、othing at all !lesson21 mad or not? 是不是疯了？aeroplanes are slowly driving me mad. i live near an airport and passing planes can be heard night and day. the airport was built during the war, but for some reason it could not be used then. last year, however, it came into use. over a hundred people must

35、have been driven away from their homes by the noise. i am one of the few people left. sometimes i think this house will be knocked down by a passing plane. i have been offered a large sum of money to go away, but i am determined to stay here. everybody says i must be mad and they are probably right.

36、lesson22 a glass envelope 玻璃信封my daughter, jane, never dreamed of receiving a letter from a girl of her own age in holland. last year, we were travelling across the channel and jane put a piece of paper with her name and address on it into a bottle. she threw the bottle into the sea. she never thoug

37、ht of it again, but ten months later, she received a letter from a girl in holland. both girls write to each other regularly now. however, they have decided to use the post-office. letters will cost a litt1e more, but they will certainly travel faster. lesson23 a new house 新居i had a letter from my s

38、ister yesterday. she lives in nigeria. in her letter, she said that she would come to england next year. if she comes, she will get a surprise. we are now living in a beautiful new house in the country. work on it had begun before my sister left. the house was completed five months ago. in my letter

39、, i told her that she could stay with us. the house has many large rooms and there is a lovely garden. it is a very modern house, so it looks strange to some people. it must be the only modern house in the district.lesson24 it could be worse 不幸中之万幸i entered the hotel managers office and sat down. i

40、had just lost &50 and i felt very upset. i left the money in my room, i said, and its not there now. the manager was sympathetic, but he could do nothing. everyones losing money these days, he said. he started to complain about this wicked world but was interrupted by a knock at the door. a girl cam

41、e in and put an envelope on his desk. it contained &5o. i found this outside this gentlemans room she江上重庆餐饮文化有限公司商业计划书第一部分 总概述4第二部分 项目介绍4(一) 项目简介 4(二) 发展战略4(三) 总体规划与困难5第三部分 市场分析5(一) 市场介绍5(二) 目标市场及目标消费群体6(三) 市场预测6第四部分 竞争分析7(一) 竞争对手7(二) 合作伙伴7第五部分 消费者分析8第六部分 项目分析10(一) 项目优势分析10(二) 项目选址分析11第七部分 销售分析12(一)

42、 销售策略12(二) 推广策略12第八部分 财务分析14(一) 项目初期投资估算14(二) 资金运营16第九部分 风险分析16(一) 财务风险16(二) 竞争风险17附录：重庆火锅市场消费者意见调查问卷18第一部分 总概述重庆人与生俱来的火锅情结，不仅征服了众多华夏同胞染指朵颐，也令远道而来的外宾食客垂涎探汤。重庆火锅以它独特的麻辣烫风味，名扬四海，香动五洲。麻出了奇趣，辣出了浓情，烫出了底蕴深厚、激情浩荡的火锅饮食文化。被称为天下第一火锅联的“垂双竿，钓鱼鳅黄鳝尝鲜，麻也辣也奇也；烫百味，捞毛肚鸭肠果腹，汗哉涕哉乐哉”，让你对重庆“老火锅”产生无比的眷恋。一锅沸汤，更把重庆人的热情耿直、勇猛

43、进取的个性表现得淋漓尽致，火锅，也自然成为了代表重庆文化的名片之一。虽然重庆的火锅餐饮企业品牌众多，其中也不乏网点遍布全国、资产过亿、名声大振的著名企业，然而作为重庆火锅文化核心代表的“老火锅”市场却似乎一直处于低迷状态，“老火锅”的核心文化没有受到重视和推广，各家“老火锅”餐饮企业的品牌优势不突出，且硬件设施和服务质量不完善。本项目针对这些市场特点和问题，旨在建立一个能够代表“重庆老火锅第一品牌”的正宗的老火锅餐饮企业，保护和发扬重庆的老火锅文化，树立高品质、专业化的服务以及优秀的企业文化和理念。该项目将填补重庆火锅市场的空缺，对那些喜爱重庆老火锅和重庆火锅文化的广大目标消费者，会有极大的吸

44、引力。在前期收效的基础上，我们将不断扩大规模，发挥规模效应，高效利用资源，在获取利润的同时，真正树立起老火锅这张重庆的名片，真正将“江上重庆”品牌化。第二部分 项目介绍（一）项目简介项目名称：江上重庆餐饮文化有限公司商业计划书项目宗旨：旨在树立重庆老火锅的第一品牌，传播重庆火锅真正的文化精髓，用特色的火锅口味和精细化的优质服务赢取顾客的忠诚度。项目理念：老火锅味型+老火锅文化+精细化服务=重庆老火锅第一品牌（二）发展战略1、第一阶段这一阶段属于新店开张试营业阶段。一方面主要是通过大力的广告宣传活动，进一步加强消费者对于重庆“老火锅”文化的理解，另一方面提高口碑营销效果，注重火锅口味和优质服务，

45、以最快速度吸引消费者，使之接受一个新的重庆“老火锅”品牌。2、第二阶段在这一阶段属于企业发展前期，旨在尽快回收投资成本和盈利，同时不断地进行市场调查，把握市场状况，及时调整价格，通过各种优惠活动或促销方式等进一步扩大销售额，宣传企业的文化和经营理念。3、第三阶段这一阶段属于盈利阶段，逐步树立企业在重庆老火锅市场中第一品牌的形象，提高企业的核心竞争力，引领重庆“老火锅”文化潮流，在此阶段可适当将目标市场逐步扩大到四川等西南地区，经营方式可采用直营经营模式。（三）总体规划与困难1、发展初期受到原有知名火锅餐饮企业的竞争冲击，品牌方面有难度，吸引力不明显解决方案：可以采用“星火燎原”式发展，不急于规

46、模的扩张，而采用先集中优势突破几点，再慢慢实现其他步骤。如刚开始时一定要对火锅原料的来源严格把关，提高主厨的技术要求，注重真正老火锅的正宗口味，建立良好的就餐环境，提供精细化的服务，让人能够在舒适干净的环境中享受到最正宗重庆“老火锅”，体味酣畅淋漓的氛围，这样通过口碑营销很快就能将品牌传播，从而吸引更多的顾客。2、发展后期容易受其他企业的影响，丢失企业的核心文化解决方案：要坚持走特色化经营的战略，我们定位于“重庆老火锅的第一品牌”，就不能盲目的求大求全，以为追求规模的扩张。第三部分 市场分析（一）市场介绍1、重庆火锅行业市场分析与其他服务业相比，中国的餐饮业发展十分迅猛，而火锅作为重庆的特色餐

47、饮，已成为我市商贸系统的一大支柱产业。目前重庆火锅在全国的经营户已达到12800多家。截至2006年，全市共有餐饮网点(店)8. 05万个，其中火锅店5万多个，占到餐饮网点的62.2%，超过半数以上；全市火锅餐饮年营业收入78亿元，占全市餐饮业营业总额的40.2%；火锅企业从业人员达43万人，占全市餐饮从业人员60.4%。重庆火锅在重庆以外开店3000多个，遍布北京、上海等主要大中型城市和美国、英国、澳人利亚等10多个国家。重庆火锅产业的发展，对于拉动消费，扩大就业，提高人民生活质量，推动商贸服务，以及带动相关待业的发展都具有十分重要的作用。2、重庆火锅市场细分化分析重庆火锅大体向三个方面演化

48、：（1）高档化：以海鲜等高档菜品为主、装饰考究的高价位火锅；（2）新特色化：以新风味、新主菜品为特色的“改良型”中档火锅，如药膳火锅、鱼火锅、啤酒鸭火锅，以其独有的风味吸引了部分消费者；（3）大众化：以20元到30元“水酒包干”销售方式为代表的低价格、大众化火锅，该类火锅在调料、菜品和消费环境方面都尽其可能的低成本化和简化。据调查，三类火锅市场的细分结构大体如下：细分市场高档市场新特色市场大众市场市场比例9%37%54% 从以上分析可看出，重庆火锅的高档化、新特色化和大众化的演绎发展都在某种程度上偏离了重庆传统火锅固有的风味、菜品和消费文化特色，为“老火锅”的兴起留下了市场空隙。另外，从市场定

49、位的角度分析，重庆“老火锅”属中档型，既非低“水酒包干”的大众化市场定位，也非大众不敢奢望的高档市场定位，而与现代的新特色化火锅市场定位最接近，但在风味特色方面区别显著，这便是“老火锅”生长的市场基点。（二）目标市场及目标消费群体我们项目将目标市场范围定义在重庆地区(后期将扩大到西南地区)，其目标消费群体自然就是对“老火锅”有消费偏好，注重“老火锅”的饮食口味和就餐氛围的消费群体。（三）市场预测 1、俗话说“民以食为天”，虽然在经济危机大背景之下，许多行业的市场表现并不乐观，但是餐饮业仍然有很强的生命力，而火锅是重庆人特有的消费偏好，市场发展稳定。且火锅企业市场扩张能力强，潜力无限。许多企业十

50、年经营，网点遍布，资产过亿。2、重庆的火锅餐饮企业非常多，市场竞争压力大，在众多著名老牌企业和新派火锅的冲击下，要想迅速占领市场份额有一定的难度。但是“老火锅”蕴含着丰富的火锅文化，其口味和就餐氛围都更加为川渝地区的人群所亲睞。而且重庆火锅业竞争格局正在分化，老牌企业战略迟暮，新派火锅叫好不叫座，重庆本土市场出现了“老火锅”市场的空缺现象。各种“老火锅”品牌散而杂，规模有限，卫生、服务质量较低等等。因此，我们只要充分挖掘出“老火锅”的文化内涵并加大力度宣传，不要盲目的追随知名企业求大求全的外向型发展，结合川渝人的饮食特点，抓住本质走特色经营化道路，完善企业的硬件设施建设，提高服务质量，做“重庆

51、老火锅”的第一品牌同样值得期待。第四部分 竞争分析（一）竞争对手1、现有的竞争者：一是主要以奇火锅、小天鹅火锅、秦妈火锅、德庄火锅等一系列知名企业为代表的老牌火锅和新派火锅，它们以对传统老火锅的口味进行了改良，这些企业实施的是走出去的战略，更加注重市场份额的扩大；不断研发新菜品，以适应广大消费群体不同的口味需求；不断改良火锅类型，强调健康与美味兼顾。二是一些原有的老火锅品牌，如坎下老灶火锅、赵二火锅、洞子老火锅、牛山老火锅、幺幺幺老火锅等，这些老火锅企业的规模虽没有上述知名新派火锅的规模大，但在重庆地区已有了较好的口碑，有一定的知名度。但是这些老火锅的就餐环境和卫生服务质量一直是人们争论的焦点

52、。2、替代或潜在的竞争者 川渝的串串以及一些小火锅餐饮行业也在快速的发展，这些企业产品的价格更加低廉，菜品也较为丰富，在一定范围一定区域内也颇受消费者的喜爱。另外，在我们以“老火锅”为差异化特色经营战略的同时，将可能出现一些新的潜在竞争对手，原来的一些“老火锅”品牌企业，也许会改变发展战略，利用原来已有的口碑营销，扩大其市场空间，扩大企业规模等等（二）合作伙伴1、重庆市火锅协会可以通过与重庆市火锅协会合作，共同扩大品牌的宣传力度，举办各种活动进一步强化人们对“重庆老火锅”文化的认识和理解。2、火锅原料生产商和销售商老火锅从牛油锅底到各式调料，从菜品到小吃等，企业可以通过与原料生产商和销售商的长

53、期合作，缩短供应链，加快资金周转率，来应对激烈的市场竞争。3、与媒体合作促进品牌的广告宣传和口碑宣传第五部分 消费者分析在消费者分析调查中，我们共发放了300份调查问卷，其中有效问卷为285份，根据调查数据的统计，有以下分析：1、 从火锅和新派火锅的对比来看，有81%都比较喜欢老火锅，但消费者对“老火锅”的发展前景的看法分歧较大，认为发展前景“很好”和“不好”分别为18%和19%，两种观点的人数大体相当，而更多的人选择“不知道”，认为“主要取决于老火锅经营者的经营方式和特色”。但对于老火锅的文化而言，有超过70%的被访者都希望拯救重庆的老火锅文化，使之得到保护和发展， 2、在对消费者的消费意向

54、调查中，老火锅作为商务消费和庆宴的比例并不大，仍然属于中档消费水平，主要是朋友亲戚间请客时的就餐选择。3、影响消费者选择火锅品牌的因素中，有选择了78.95%火锅的味道，其次是就餐环境，有38.95%的人选择，再次就是服务因素。由此可见，随着生活水平的提高，当今人们选择火锅已不再过多的考虑价格因素，而是更加关注其口感和一种舒适的就餐环境氛围，注重享受更加优质精细化的服务。4、 在对老火锅的就餐环境调查中，有44.41%的被访者虽然很喜欢吃老火锅，但由于其卫生状况的原因很少选择；而有27.37%的人则认为吃老火锅讲究的就是一种随意的氛围。对此我们认为，如果能够保留老火锅原有的豪放随意的就餐氛围，

55、但同时提高卫生条件状况的话，将吸引更多的消费者。5、 当问及老火锅需要改进的地方时，有37.65%的被访者认为卫生条件是老火锅最需要改进的地方，有22.94%的被访者选择了服务质量。消费者对于老火锅的店铺选址的要求并不是很高。这也再次证明了要想做好老火锅市场，必须在店面的卫生条件和服务质量上下足功夫。第六部分 项目分析（一）项目的优势分析1、“老火锅”具有深厚的文化底蕴，体现的是重庆传统火锅真正的核心文化价值重庆俗称“山城”、“雾都”，“码头文化”甚浓，潮湿炎热，爬坡上坎的风土环境造就了重庆人勤劳质朴、豪迈直爽的性格。重庆的火锅据说也是起源于长江、嘉陵江上的船工纤夫的餐饮方式船工号子回荡在江面

56、上，铿锵有力的呼喊如同重庆火锅跳跃的火焰与激荡的卤汁，热烈、欢腾。船工们常常围聚而食，既能驱寒又可减轻疲劳，还可将胜利的号角带入欢乐的饮食之中。可见，码头文化和纤夫文化其实可以说是重庆火锅的起源，而“老火锅”恰恰蕴含了这种丰富的文化它不仅保留了火锅传统的原料和口味：以老油为锅底，以重庆火锅特有的浓烈，厚重的麻、辣、烫、鲜口味为特色，并配以传统的器具：土灶、铁锅、分格、粗碗、条凳等。同时，“老火锅”也保留了一种给人以酣畅淋漓的餐饮氛围，而本项目的目标之一正是保护和发扬重庆的老火锅文化。2、重庆的“老火锅”市场存在空缺现象重庆真正的“老火锅”，除临江门洞子下五六家共20余张火锅桌保持传统重庆风味外，几乎都在快餐化和牺牲特色的特色化中丧失了重庆老火锅的原有风味。重庆虽然有众多的火锅餐饮企业，也不乏像“小天鹅”、“秦妈”、“奇火锅”、“德庄”“刘一手”等许多著名的火锅品牌企业，但是这些知名企业基本上都注重走外向型扩张战略，不断扩大菜样品种，却忽视其在重庆本土市场的经营特色。而一些虽然挂着“老火锅”招牌的餐饮企业，其口味也已经变了样。因此，从市场的角度看，重庆火锅业竞争格局正在分化，老牌企业战略迟暮，新派