药膳坊创业计划书++创业计划书文档格式.docx
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１.1公司概
1
要...．...............................................．.．........．..........．...．....．....．．..．....．..．.....．....．．．......．．....．.．．.．..．.．....-3-
1.2企业理
念 ......．..．.．．.....．.．.．．．...........．......．................．........．.....．.....．．..．.....．.．．．..．..．....．．..............．.．..．..．......... -3-
1.3公司简
述..．............．..．．．．.．．..．........．..．.......．....．..．.......．.....．..．．....．.......．........．.....．．..．．．.．.....．......．......．..．.．...．．－3 -２市场分
析 .．．．．....．．．..．...．....．．..．..．......．.．．...．...．..．.....．....．......．...．.．．．...........．.......．.....．.．．..．.．．...．....．...．...．．.．．.....．．..．...- ５-
2.1市场背
景........．...．．...．........．..．...．．.．......．......．..．.．．.．．.....．......．．.．...．.．．........．.．．．...．.........．......．.．.．..．.....．..........．. -5 -
2.2发展趋
势.．...．.．........．.．....．.．．．.......．．..．.....．．．..．．....．．...．.．.....．......．．..．．．........．........．.．...............．．.．．....．..．．......．.....－6-
2.3市场调查和分
析.．.．..........．....．...．．．..．..．．.....．.．..．.......．.......．......．.．.．．.．.．....．..．...........．......．.．...．....．.......．.．..．.... -6-３ 竞争分
析...．...．............．.．...．..．..．..．．.．...．.．........．．．..........．.....．.．...．...．.....．．.．..．..．......．...．..．．...．..．........．．............．....-９-
3.1产
2
品 ．．．．..．..．.......．....．...．..．........．.．..．．..．．．.．...．...．....．.．．..．．．．..．..........．...........．.．.．.．...．..．.．.．．．．..．.....．...．．...．．．..．.....- １０-
3.2价
格．......．........．.．..........．．.......．．..．.．....．.．..．.........................．．....．....．.......．.．．.．.．........．.............．．..．......．．.．....-10-
3.3市场份
额.........．.．.............．.．．..........．.．..．....．..．．........．．.........．......．．..．．..........．....．．.......．....．.．....．.．......．........ - 10-
3.４地
区.......．．........．.......．....．.....．．...．．.．.....．．．.......．...．....．.．........．....．...．．.....．．..．．...............．.．．...．...．.....．.．........．..．－10-
3.5营销方
式..．........．.．．...．.．......．..．..．．....．..．..．..．．..．.．．..........．...．....．．.．....．.........．......．．...............．....．..．.......．....．.-1１-
3．６管理手
段..．..................．．.．..．.....．...．...．..．．．．．..．...．.．．.....．.....．...．．....．...．........．.．...．．........．．.........．．.....．...．........－１1 －
３.7人力资源管
理 .．...........．．........．．..．..．．.....．............．........．.．............．....．...........．.．...．.．....．．.．．.....．......．....．...- 12 -
3.8竞争描
述...．．...．..．.......．..．.．........．...．..．.．.......．...．....．........．．....．..．...．....．...．.....．
3
．.....．.．..．..........．....．.......．．．...－ 1２ －
3.９竞争战
略.．.....．.....................．........．..．.．....．....．...．.．........．．............．.....．.......．....．.．.．....．....．..．.．.．.．．..............-1３-
3.1０进入市场障
碍.．....．....．.........．.....．..．....．...............．..．..．．...．.．.....．.．．.......．..．...．.．.........．..．..．．.．..．．..．......．.....．-13 -4 营销战
略..．.....．.．.．.．...．......．.．．...．.．..．.......．．.．.．.．.．...．.........．.．.．.．.........．.．........．..．...．．．..．．．...．．..．...．.．.．.．......．.．..．．.．..-14 -
4.１营销理
念.．．.．.......．.......．.............．.．.．....．..．．.........．．....．．...．..．........．..．.........．......．...．..．..．.．．.....．...．．...．....．．．....-14 -
４.2营销目
标.....．.．.....．．..．.......．...．...............．......．..．．....．...．..．.............．..．.．．.......．...．.......．.．..．...．．．.........．...．......-1４－
4.3服务定
位.....．．．...．...．..........．．..．．..．..．．．.．．.........．..．.．.．..．..．....．..．.．.．........．...．..．．..．.．.．．..．．..．.．．.．．.．....．．.......．..．．...．-１4－
4.4价格策
略．．....．...．...．.........．.............．．.....．.．......．..................．..．．..............．．.....．.......．............．....．......．....．．.- 14-
4.5定价定位方
4
法.．．...．．......．．....．....．..．.．．．..．．.．．．....．．.......．.....．.．..．..．...．...．.．....．.．.....．........．.．.......................．..... - 15－
4.6促销策
略....．..．.....．..．......．..．．.．．.．....．.．...．.．．....．......．.．.......．．.．..．．...．．.......．..........．..．....．．..．..．．.．．..．．．.........．...．..－1５-
4.7广告策
划..．...．...．...．................．．．...．．..．．．．．...．.．.....．..........．.......．.．....．.．..．..．.．．....．..．．．..．.．....．.．...．.．．...........．.．..- 17 -
４．８推销策
略 ............．.....．．.．..．.．.....．..．......．......．........．.．..．....．.．....．...............．.．．..．．.．.....．...．．．.．.．.......．....．.．...．.．．．－１7 －
4.９合作关
系...．...．．.．...．.．......．..．....．..．．.......．..．．......................．.．．..．.......．．...．..．....．........．．.．．.．..．．....．..........．...．... - 1７ -５投资收益与风险分
析 ...．....．．.．.．．..．.．.．．...........．．.．.．...．..．．....．....．....．......．．................．．.........．．....．．.．..．.．..．..．....- 18-
５．1投资净现
值............．．.．．．.．.．.．．．.......．...．.．.．.．............................．．.．.．..．...．...．.．．.．..．.．．．..．．...．....．..．．．.....．.．..．...．.．- 18-
5．2投资回收
期.．......．......．..........．.....．．．...．..........．..．..．．...．.........．．..........．........．.．........．....．...．..．..........．...．.．．．..-18 -
５
５.３盈亏平衡分
析..．．...．.．....．....．..．.．．..．......．............．..．..．...．.．．．...．........．....．．....．..．...．．.......．．.....．.....．...．.．....．.．...-18-
5.4风险分
析.....．．．.．...．.．..．......．.........．......．...．.．．..．......．...........．....................．．.．．.．..．..．......．.....．..........．..．.......．- １9-6 管理体
系 ..．......．．...．．.．.....．...．.........．．.．......．.．...........．.．.．..．.．..．...．..．...．..．...．.．.．．.．．．.....．..．..．..．..．．.．..............．.....．..． -20－
6.１公司组织结构表 ..．．..．........．.．.．.．．.....．...．．......．..（来
自:
www.ｚaidiａｎ.cOm在 点
网）.．..．..．.．．.．.....．....．.....．．.．.．......．.....．...．..．..．.．....．.．．.．..．．....．．...．．. - 20-
１
6．2人员配置
表．..．．.．．.............．.....．...．.．．．....．..．........．.．...．．...．..．..．.．.....．.．．．．...．.．．.........．.....．.．.．..．....．．....．．......．...．.- ２0－
6.３部门职
能 ．..．.．．．.．．.....．..．.．......．....．．．.．.....．.....．....．.．.........．．．..........．.........．..．....．.........．...．.．..．..．.．．....．.....．．...．．． -21－
６.4管理机
制．....．...．.．..．.．．．...．...．．...．...．．....．.....．.............．．.....．....．.........．.．...．．．．..．..．.........．..．．．.．...．............．........- 2１－ ７财务分
析．．...．．..．...．.．.．．..．．.．......．.．.．........．....．....．.......．.．.........．...．．...．．.....．...．．.
6
.．......．．........．..．.．...．...．....．..........-22-8附
表 .．....．.．.......．.．．..．....．．．.．....．........．.．．..．．．.．.．....．.．．..............．...．..．..．......
.．．......．....．．.......．．..．.....．..........．...．．.... -23 -附1：
药膳饮食调查问
卷.．...........．..．.......．.．．...．......．．.．..．.....．...．...........．....．.．.．．...........．..．.．...
．...．.......．..．......-23-附2:
市场容量分
析..．..．..．.．.............．..．..．..．.．．......．.......．.．．..．..．.....．.......．.....．.．.....．.．....．.
．．...........．...．．.．.........- 24 - 附3:
参考资
料 ．.......．.......．．....．..．....．.....．.．．....．......．．..．．..．..．．...．．．.....．．．.............．.．．..
．..．．．.．..．．....．..．．....．............．-２7-
1公司简介
１．１公司概要
公司名称:
味蕾药膳坊主题餐厅
公司性质:
以绿色健康的有机食品为原料、优质的产品和
高度的责任为依托的食品股份
有限公司
１.2 公司理念
健康养生时尚
1.3公司简述
鉴于我公司主要是以经营养生餐饮为主,现从如下方面对
公司做一下概述
1（店面装潢:
7
因为养生是以绿色环保为主题,所以在装潢上我们基于古典路线,大厅里面以木质为主道路以鹅卵石铺成，大堂中央以泉水装饰，给人以静谧舒适的感觉。
2（企业特色
味蕾药膳坊主题餐厅除了一般餐厅所具有的服务以外在很大程度上加强了养生和健康两大主题。
（1）在装潢上,改革传统餐厅布局,餐厅采用古典的模式，别具匠心,让顾客在繁忙的工作和城市钢铁混泥土的审美疲倦下得到放松。
餐厅中央为假山水池，回复自然之美。
在地板的设计上采用鹅卵石路与刚化玻璃路相间的形式，在细节方面为顾客做脚底按摩。
达到健体减压的效果。
（2）在餐饮服务上，打破常规盲目点菜，餐厅推出季节性菜谱,在不同季节采用不同菜式，在不同季节菜谱中按照年龄分类与地域特色养生药膳类。
此外,餐厅推行点餐咨询，由专业药膳师和营养咨询师根据顾客目前身体状况与工作环境进行推荐式点餐,让用餐更专业、更营养、更科学。
（,）在餐后服务上，创造新型餐后服务,用餐后派送一周有效免费营养早餐优惠券（早
餐粥,营养馒头等）。
同时，为会员顾客建立健康档案，通过长期数据观察，进行健康反馈与健康指导。
，（公司主旨：
基于服务于顾客的主旨，我公司制订了,
8
，顾客资料库，与顾客建立长期的关系，及时的与顾客进行沟通，更好的服务于顾客，进一步改善我们的服务水平,使公司能够有更多的消费人群,更好的发展空间。
（潜在市场特点:
虽然药膳历史悠久，药膳文化源远流长，但是药膳市场还未初具规模，所以药膳潜在市场巨大，同行业竞争者与其他餐饮业比之较少,经营利润较大,前景可观，我公司认为只要我们用心经营一定可以在药膳养生方面，做出我们独有的品牌文化。
（问卷调查分析:
通过我们投放的调查表反馈的信息知:
在调查中有5６.７%知道中医药膳,有２３.９%的人知道一点药膳的信息。
而不知道中医药膳的人群仅占19.3%。
由此可见，中医药膳已经在人群当中有较为普遍的认识，有助于我们进一步的拓宽中医药膳的市场,我们只要根据不同的顾客，不同的理念，一定可以为顾客制定性价比最高的消费方式。
（公司管理:
管理是一个企业的命脉，在管理方面我们有专业的管理层，及时根据市场波动和顾客消费心理,对公司进行动态管理,紧跟市场变化,科学有效的管理公司，由于药膳含有大量的中药成分,顾客大多会有顾虑心里,担心药物的副作用,因而我公司最显著的管理亮点就是:
突出药膳的安全管理，营养师、药剂师双管齐下，共同服务于顾客，通过顾客资料库对顾客身体状况进行追踪，使顾客真正的同我们一同融入到药膳文化之中。
9
，（价格定位:
由于制作药膳食材成本的不同,公司根据产品单位成本为基本依据，再加上预期利润来确定价格的外加上根据市场需求状况和消费者对产品的感觉差异来确定价格,采用科学的定价，进行前期的消费者问卷调查和消费结果调查,进行合理的定价,所以我们食药膳分为三个品系:
向日葵类,百合类以及茉莉花类，根据其中所含药物的生理作用,推荐给不同年龄的消费者,是各个年龄层次的消费者都能达到养生的目的，杜绝传统餐饮的盲目性。
（总述:
公司的一切创新点，都基于对顾客的服务，无论从广告设计,还是财务规划，以及项目制定方面,我们都以顾客为出发点,突出企业文化和经营宗旨，突出药膳的核心,服务于顾客的身心健康，服务于顾客的消费需求,把药膳行业做大做强,使我公司能够在药膳行业独树一帜，使我国的药膳行业市场得到突破发展。
4
篇二:
创业策划书-味蕾药膳坊主题餐厅
首届,,，，,学生创业计划大赛作品
划
10
书
策划团队：
（,，，,,,,学院代表队）
20１１年5月
目 录
1 公司简
介...............．.．.......．.．....．.......．.．．.....．....．..．..．.．．...．.......．...．............．．．.．...．...．..．.........．.．...．.......．．.....．...．.．.．-3-
1.１公司概
要.．．..．..．.....．...．..．...........．．.．.......．......．..........．．..．.....．..．........．....．....．..．．......．．...................．.............- 3-
１.２ 企业理
念 ...．..．．.．．．.......．.....．....．.．........．.........．.．.........．...............．．.．.．.....．...............．...．........．..．.．．....．.．....．..－ 3-
1.３公司简
述....．...．.．..．.．...．..．．......．.．.....．......．...．...．...．．...．.．.......．.．...．..........．..．..．.．.．．..．...．.......．...．．．．．.....．...．..．...－ 3-２市场分
析........．......．................．....．........．.．.．.....．....．．．............．．．.．．.．........．..．．．．.....．....．..．....．..．...．.．.．...．．.．.．....．.．.．-5－
2.１市场背
景...．...．.．．．.．.．．....．．.．..．．.....．....．.．．．...．..．．...．.．.....．..．...．..．...........．．．..．．.．....．.．．...．...............．..．．..．．．.．..．.．...．- 5-
11
势..．...．.．．．...．..．....．...．．．.．..．.．．....．...．....．．．.．..............．..．...．...．........．
升级会员 