商务策划书写作格式范例Word文档格式.docx

商务策划书写作格式范例Word文档格式.docx

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Abusinessplan

submittedinpartialfulfillment

oftherequirementsforthedegreeofBachelorofArts

intheSchoolofForeignLanguagesandLiteratures

ChongqingUniversityofEducation

School:

SchoolofForeignLanguages&

Literatures

Major:

English

Class:

Name:

StudentNo.:

Supervisor:

Date:

April,2016

重庆第二师范学院本科毕业论文（设计）原创性声明

本人郑重声明：

所呈交的论文是本人在导师的指导下独立进行研究所取得的成果。

除了文中特别加以标注引用的内容外，本论文不包含任何其他个人或集体已经发表或未发表的研究成果。

本人完全意识到本声明的法律后果由本人承担。

作者签名：

年月日

Abstract:

ThisplanpresentsadescriptiveaccountofthePalacerestaurantwhichisatraditionalChinesedietculturerestaurant,locatedinSanFrancisco’sChinaTown.Inthefirstpart,thewritergivesageneralbusinessDescription,andthenanalyzestheindustryandmarket.Afterthat,thethesisdiscussesthecompetitiveofChineserestaurants.Then,thewriterexploresthemarketingStrategy,andthemaincontentincludesPrice,Promotion,Distribution,andProduct/Service.TherestpartsofthisbusinessplanincludeoperationalIssues,humanresourcesRequirement,andfinancialprojections.Intheend,theauthorgivesherownadvice.

Keywords:

Palacerestaurant;

dieculturerestaurant;

Chinesefood

摘要：

本商业计划先描述的宫殿餐厅是一个传统的中国饮食文化餐厅，位于旧金山的中国城。

在第一部分，笔者给出了本餐厅业务概述，然后分析了餐饮行业和市场。

接着，论文讨论了中国餐馆的竞争力。

笔者随后探讨了营销策略，主要内容包括价格、促销、分销、产品/服务。

本商业计划的其余内容包括业务问题、人力资源需求和财务预测。

最后，作者给出了自己的建议/启示。

关键词：

宫殿餐厅；

餐饮文化；

中国食物

Contents

1.BusinessDescription……………………………3

2.IndustryandMarketAnalysis…………………3

2.1TheUnitedStatesFoodandbeverageindustrycharacteristicsanalysis

2.2ChineserestaurantmarketinAmerican

3.CompetitiveAnalysis……………………….…..4

3.1PandaExpress

3.2Xiabu

3.3P.F.CHANG'

SChinaBistro

4.MarketingStrategy…………………………….6

4.1Price

4.2Promotion

4.3Distribution

4.4Product/Service

5.OperationalIssues……………………………..7

6.HumanResourcesRequirement………………7

7.FinancialProjections…………………………..8

7.1Incomestatement

7.2Balancesheet

7.3Statementofcashflows.

8.Summary………………………….9

Bibliography............................................................................................................130

Appendix.................................................................................................................131

Acknowledgement...................................................................................................132

1.BusinessDescription:

PalacerestaurantisatraditionalChinesedietculturerestaurant,locatedinSanFrancisco’sChinaTown.ThisrestaurantlookslikethesummerpalaceinBeijingwhichwillprovideanelegantanduniqueenvironmentandattentiveservice.SinceChina'

slocaldisheshavetheirowntypicalcharacteristics,generally,Chinesefoodcanberoughlydividedintoeightregionalcuisines,whichhasbeenwidelyacceptedaround.InthisrestaurantcustomerscanenjoyavarietyofChinesefoodwithdifferentbutfantasticandmouthwateringflavor.Theydon’tneedtoflytoChina,justcometotherestaurantandhaveamealtheycanfeeltheatmosphereofChina.

…

2.IndustryandMarketAnalysis:

AfteracenturyofhistoryU.S.foodandbeveragemarkethavealarge-scaleindustryandthemarketisprosperity.TheUnitedStatesFoodandbeverageenterprisemainlyissmallandmediumenterprises,70%offoodandbeveragecompanieshavefewerthan20employees.Butbigbusinesswithauniquestyle,themodelofchainoperation,coupledwithgenerousadvertisingdollars,accountingforconsiderablecateringmarket,inrecentyearstheU.S.foodandbeveragecompaniesoccupythetop50for20%ofU.S.foodandbeveragemarket.

IntheUnitedStates,people'

spursuitofthecateringindustryhasdinnerbylowprice,fast,convenienttofocusontaste,stablequalityandvalueformoney.Withthechangingofconsumerdemand,thefutureAmericanfoodandbeveragemarketwillbemoreandmoredifferentiation,individualityanddiversity.

FormanyAmericans,nowtheChinesefoodarenolongerspringrolls,kungpaochickenanddrinksonthesideofmulticoloredsmallpaperumbrellas;

Chinesefoodhasbecomedependentonthetastebuds,enjoythevisual,evenbettercultureunderstanding.

Accordingtostatistics,thenumberofChineserestaurantsintheUnitedStatesis5-6million,hasmorethanMcDonald'

s,Wendy'

sandBurgerKingandotherfastfoodchainscombined.However,mostofthemareinexpensivefastfoodandtakeaways.ExplorationofChineselargerestaurantchaingroupexpandoverseasmarkethasnotstopped,buttherealsuccessofthecasearenotmany.

3.CompetitiveAnalysis:

PandaExpressisoneofthewellknownChinesefoodchainbrandintheUnitedStates,it’scentralkitchenisonlyresponsiblefordailydeliverykungpaochickenandotherdozenChinesecuisinewhichforeignersfamiliarwith.ThesedishesareuniformandtheservicepersonnelmostlyareMexicans.AswiththeAmericantastesandfoodhabits,"

PandaExpress"

hasbecomeoneofthemostpopularrestaurantsintheemporiums.

3.2Xiabu

SmallChinesehotpotchain"

Xiabu"

becauseofpersonalpot,foreignpeoplefeelmorehygienic,oneoftherestaurantswhichislocatedinLosAngeles,alwayshasalotofpeoplelineupinthepeaktimeformeal.

3.3P.F.CHANG'

Anothernation'

slargestchainofChinesefood-P.F.CHANG'

SChinaBistroaimedattheUnitedStateswhite-collarworkers,thecurrentmarketvalueof1.2billionwhichisalistedcompanyandownsmorethanahundredchainrestaurants.Therestaurantusewarmcolorlights,terracotta,largeChinesemurals,TangstyleChinesescreens,etc.tocreateastrongclassicalChinesestylediningatmosphere;

excellentlocation,exquisitemenudesignandmid-rangeconsumptionpriceincreaserestaurant’soverallstyle;

theirdishesarefullyAmericanizedChinesefood,suchasaddingthecheeseinto"

Sichuanchickenpizza"

anddesserts"

theGreatWallchocolate"

andsoon.ItdidnothireaChinesechefintherestaurant,butaccesstotheU.S.marketrecognition.

4.MarketingStrategy:

4.1Price

PalacerestaurantaimedattheUnitedStateswhite-collarworkerssothepricewillatthemarketbutatthebeginninginordertoentertheChineserestaurantmarketrapidlyitwillbeapenetrationprice.

4.2Promotion

Palacerestaurantwillhaveadvertisingcampaign.Wewilladvertiseinnewspapers,magazinesandontelevision,websites.Therestaurantwillhaveasalespromotionlikeinthefirstopenweekeverycustomerwillhavea20%discount.Trytogainfavorablepublicityandminimizenegativepublicityfortherestaurant.

4.3Distribution

PalacerestaurantsellorganicfooddishessoitneedtobuyorganicfoodfromsomefarmnearSanFranciscotodecreasethephysicaldistributionfee.Besides,therestaurantwillfindafixedandlastingcooperationtothefarmers.Thus,farmersmaygiveadiscounttotherestaurantwhichalsocancutthecost.

4.4Product/Service

Wearereadyforoperationofupscalerestaurants,soweneedtohavesomeAmericanculturaltraits,suchasfocusontheserviceandenvironmentaswellasonthefoodforsomeimprovementetc..Palacerestaurantsellorganicfooddishes,althoughorganicfoodisexpensivebutqualityisguaranteedandorganicfooddishesaregoodforpeople’shealth.ThisrestaurantlookslikethesummerpalaceinBeijingwhichwillprovideanelegantanduniqueenvironmentandattentiveservice.

5.OperationalIssues:

PalacerestaurantisatraditionalChinesedietculturerestaurant,locatedinSanFrancisco’sChinaTown.Tourism,thecity'

slargestprivate-sectoremployer,isthebackboneoftheSanFranciscoeconomy. 

ThusIthinkthelocationwillbringlotsofbenefits.Notonlylocalpeoplewillcometotherestaurant,butalsosomepeoplewhoaretravelandChinaTownisoneofthetouristspot.ThisrestaurantlookslikethesummerpalaceinBeijingwhichwillprovideanelegantanduniqueenvironmentandattentiveservice.InthisrestaurantcustomerscanenjoyavarietyofChinesefoodwithdifferentbutfantasticandmouthwateringflavor.Thefarmerswillsupplytheorganicmaterialwhichisfreshandhealth.Wealsowillpayattentiontohygienestandards. 

Forexample,theU.S.FoodandDrugAdministrationwillbesenttothecentralkitchenmanagementsupervision. 

Onceinanon-refrigeratedfoodstatus4hoursshouldbedrained,packagingandtransportlinkscannotbeerrors. 

6.HumanResourcesRequirement:

Advertisedfor3cooks,5waters,1cashier.Makeaninterviewwiththeapplicants.ThecookcanmaketraditionalChinesefood.ButitalsowelcomeifhecancreatesomedisheswithAmericantastewhichwilladoredbyAmerican.Thewatersneedtoprovidecomprehensive, 

fast, 

accurate 

service.Besidestheyalsoneedtoweartraditionalcostumeandwearsmileontheirfaces.ThecashierneedstoFamiliarwiththecashregisteroperationsandproficientin 

thecheckout 

equipmentoperatingskills.

Thestaffmayalsohavesometraininganddevelopmentlessonssothattheycanperformancebetterandhavehighturnovers.Iftheprofitoftherestaurantisgood,theywillhavebonusesandhigherwages.

7.FinancialProjections:

Theopeningexpensesmay300000dollar.Wecanapplyforloansfrombanks.

Asaminimum,thestatementofcomprehensiveincomeshallincludeline

itemsthatpresentthefollowingamountsfortheperiod:

7.1.1revenue;

7.1.2financecosts;

7.1.3shareoftheprofitorlossofassociatesandjointventuresaccountedforusingtheequitymethod;

7