火锅店策划书英文版.docx
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火锅店策划书英文版.docx
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火锅店策划书英文版
捞得爽火锅店策划书小组成员
组长:
吴开
组员:
姓名:
曹亚豪学号:
***********
姓名:
尚黎明学号:
***********
姓名:
陈波学号:
***********
姓名:
金朝君学号:
***********
姓名:
康其爽学号:
***********
LaodeshuangHotpotshopbusinessplan
A)Backgroundoftheproject
ThedevelopmentofSichuanHotpottotoday,fromtheHotpotvariety,grade,size,production,deployment,flavorhasdiversifiedcharacteristics,therapiddevelopmentofHotpotmakingandprovideallengagedinHotpotconsumptionenterprises,alsocausedagreatenthusiasmandinterestofenterpriseandbusinessoperatorstoengageininvestmentandwillproducetheHotpot.But,howtoopenanauthenticSichuanfishShuangHotpotshops,isanotlittleknowledge.
做为捞得爽火锅店,其基本特征与其他餐饮企业有共通之处,即生产、销售、服务、消费为一体。
投资者想要从事从事火锅行业,必须认真做好市场调查研究,这样可以了解到人们需要什么类型的火锅,掌握风味、特点、方式、地点、人群等信息,在特定的市场区域,开办具有特色的捞得爽火锅店,以获得稳定而可靠的市场分额。
所以说做好前期的市场调查,是开捞得爽火锅店决策或投资的前提。
AsagoodfishingHotpotshops,itsbasiccharacteristicsaresimilarwithothercateringenterprises,namely,production,sales,service,consumptionasawhole.InvestorswanttoengageinHotpotindustry,wemustconscientiouslydoagoodjobinmarketresearch,thiscanunderstandthatpeopleneedwhattypesofHotpot,tomastertheinformation,features,style,flavor,thecrowdinthemarketplace,regionspecific,withthecharacteristicsofagoodstartfishingHotpotshops,toobtainstableandreliablemarketshare.Sodothepreliminarymarketresearch,isthepremiseofopenfishinggoodHotpotshoporinvestmentdecision.
由于捞得爽火锅店时常客人满座,因此快速且良好的服务是必须的。
从客人一进门的带位、点菜、送菜、教导吃法、整理、结账到送客等等,一点都不可马虎。
其中的教导吃法是最特别的地方,由于每一家捞得爽火锅店最吸引人的美味都是不一样的,因此吃的方法也会不同,这时由服务员亲自教导,除了帮助客人外,更加深他们对这间捞得爽火锅店的印象。
BecauseofgoodfishingHotpotshopsoftensoldoutguests,sofastandgoodserviceisamust.Fromtheguestadoorwithalacarte,sendfood,eat,teach,finishing,closingtoseeoffandsoon,notabitcareless.Theteachingmethodisthemostspecialplacetoeat,becauseeachafishShuangHotpotshopthemostattractivetasteisnotthesame,soeatmethodwillbedifferent,thistimebythewaitertaught,inadditiontohelpguests,moredeeptheyontheFishingSongHotpotshopimpression.
B)HotpotMarketSurvey
a)TheinfluencefactorsonHotpotMarket:
1.Influenceofeconomicdevelopmentonthehotpot.Includingtheincreaseinconsumerdemandforhotpot,hotpotthereexistingvariousgradesoffishcoolhotpotshopstructuralcontradiction,socialdevelopmentandnationalpoliciesandmeasuresforthedevelopmentofcateringindustryplaysadestabilizingfactorsandsoonseveralmajoraspectsofahugeroleinpromoting,theobjectiveenvironmentchangesandconsumptionof.
2.TheinfluenceoftraditionalfactorsontheHotpot.WhichcontainsthehistoryofHotpot,universality,uniqueness,cultureetc..
3.TheinfluenceonthesurroundingenvironmentHotpot.Includingthepolicyenvironment,suchasstart-upefficiencydepartments,functionsofthesecuritysituation,infrastructure,suchasroadtraffic,parkinglocation,watersupply,electriccommunicationnetwork,procurementchannels,consumergroups,financial,health,laborandbusinesscloselyrelatedfacilities,suchas:
whetherthepreferentialmeasures,tax,andvariousfeestheintroductionoftalent,rent,etc.therearepreferentialpolicies.
b)Theanalysisonthesourceofinvestigation:
1.Serviceobjectanalysis:
Theprofessionalcharacteristicsofconsumers:
generalstudentsandmigrantworkers,ordinaryworking-class,andseniorwhite-collarworkers,civilservants,theirconsumptionhabitsandconsumptionfordifferentgrades.
消费者的年龄特征;如老年人喜爱清淡型,年轻人偏好重味型等。
Agecharacteristicsofconsumers;suchaselderlypeoplelikelight,thepreferenceofyoungpeopleheavyflavortypeetc..
消费者的性别特征:
女性和男性往王对于火锅的锅品、口味轻重、菜品类型等方面都有一定的差别。
Gendercharacteristicsofconsumers:
womenandmentothekingforchafingdishpotgoods,weight,dishestastetypeetchavecertaindifference.
消费者的地区和民族特征不同地域、不同民族的人们对于火锅的锅品要求千差万别,应当加以区别。
Theconsumerareaandnationalcharacteristicsindifferentregions,differentethnicpeopleforchafingdishproductrequirementsvary,shouldbedistinguished.
当然,由于火锅的相互渗透性、交杂性,很多火锅已经被改良、创新,适合大多数人的口味,具有共性了,但是对于消费者的分析必不可少。
Ofcourse,duetothemutualpenetration,hybridityofHotpot,alotofHotpothasbeenimproved,innovation,suitableforthemajorityofpeople'staste,iscommon,butessentialforconsumeranalysis.
2.Analysisofconsumerbehavior:
Consumptionisacomprehensiveconcept,includingtheconsumptionlevelofconsumerbehavior,consumptionstructure,consumptionpatternsandconsumptionhabits.
消费水平和顾客的经济承受能力有直接的关系,体现了顾客的支付力和这种支付力相适宜的需求满足,直接表现为顾客选择捞得爽火锅店的档次和类型。
Thereisadirectrelationshipbetweenthelevelofconsumptionandthecustomer'seconomiccapacity,reflectsthecustomer'spaymentcapacityandthepaymentcapacitysuitabletomeetthedemandforcustomerchoice,thedirectexpressionofgradesandtypesofFishingSongHotpotshop.
消费结构是顾客各种消费支出的比例,其开支与职业、年龄、性别、地域民族等因素有密切联系
Theconsumptionstructureisthecustomerconsumptionexpenditureratio,arecloselylinkedtoitsexpensesandoccupation,age,gender,ethnicandotherfactors
消费方式有个人、家庭、商务、团体等,不同的消费方式在选择档次与品种方面各有不同
Consumptionpatternshavepersonal,family,business,organizations,differentconsumptionpatternsinthechoiceofqualityandvarietyaredifferentfromeachother
消费习惯体现在对就餐环境、氛围、品派、风味、经济等方面形成的习惯
Consumptionhabitsreflectedintheformationofthediningenvironment,atmosphere,brand,flavor,economicandotheraspectsofthehabit
3.Analysisofcustomerconsumptioncharacteristics:
Uncertainty:
Departmentofcustomeristheflow,asmallpartisdetermined,sothelocation
要合理。
Bereasonable.
随机性:
顾客数量多、差别大,对火锅的消费具有选择性,因
Random:
thecustomernumber,differenceisbig,hasselectivitytoHotpotconsumption,because
此要把握火锅发展动态,及时调整口味,改进创新。
ThisshouldgraspthedevelopingdynamicHotpot,timelyadjustthetaste,improvementandinnovation.
灵活性:
之是由成功的品派所决定,以顾客就餐的频率和回头
Flexibility:
thesuccessofthebrandisdecidedbythecustomer,tofrequencyofeatingandback
率为标志。
Rateofsigns.
引导性:
调整经营策略、成功的广告运做等,都会对顾客的消
Guide:
adjustbusinessstrategy,successfuladvertisingoperationand,willbeonthecustomer'sconsumption
费产生一定引导。
Haveacertainguidefee.
C)Hotpot market:
a) partition:
1. the operatingvarieties, drinks, servicelevel, business specific aspectsofthetime, suchastrafficconditions toaccurately grasp, forcomparisonof theirownbrands toenterthemarket.
2. operational. If themarket resultsand their humanresources suchas notmatching, mustgiveup to achievebusinessobjectives,, redivisionof arrhythmia,position.
3. stability. Divisionofthemarket, aslongasconsistentwiththe actual bold,formulatealong-termplan, theoccupationof arrhythmia.
b) classification:
1. thegeographicalposition; regional Hotpot shop hasagreatimpactonthebusiness, tofullyunderstandthe Hotpot geographicalfactors. Thesameregion,different storesand potgoods servicesindifferent consumergroups, andthesame storesand potgoods to differentregionsof the3 willchange.
2.theclassificationofthepopulation affected:
residential, cultural, religious,ethnic andotherfactors ofpeople, to Hotpot consumption differences, differentvarieties, grades, to have to. Differentlevels ofconsumergroups, grades,varieties of differentrequirements.
3. customersegmentation:
inadditionto considerthecustomer's occupation,income, butalso analyzeits motivation, isthetraditional managingform,economicbenefits for, towardsanew impulse shape, or luxury publicity form,obtainactualeffect.
4. analysisof customer behavior:
for visitors, guests, flow fit, newguest andsoon, this and Hotpot shop qualityservicelevel, thetrustofcustomers andotherrelevant.
D) Hotpot Market Positioning
a)analysisHotpot ofmarketpositioning:
hasadifferentstandard:
Accordingtothe grades ofhighmiddleandlow or luxury store styleshopspopular shop self-helpshop etc.
Accordingtothefunction characteristics Hotpot fastfood Hotpot small Hotpot ofnourishing Hotpot.
Accordingtothe source ofMongolia Sichuan Hotpot Hotpot court Hotpot oldHotpot etc..
Accordingtothe operating brand Hotpot restaurant Hotpot buffet Hotpot Hotpot.
Beforetheshop accordingtothese standards, combinedwithitsowncharacteristics, tochoosetheirown varietyofbusiness.
b) thepricelocalization:
oneoftheimportantfactorsaffectingthe business, inother conditionsareripe, priceisthedecidingfactor:
1.thelevelofintegration oflaw:
intheearlyopening, greetcustomers withhighquality Hotpot highlevelservice, low price, canquicklywin thecustomer toestablishtheimageof opensituation realizenormal operation.
2. thehigh startingpointof knot legitimate; highbenefit ishigh tohigh-gradeenvironmentwithhigh qualityhighgrade decoration ofhighlevelservicetoattracthigh levelsof customer. Theriskisbig profits also enterbenignloopafterthe benefitsaregreat.
3.brand monopolyLaw:
unique potmaterials, uniqueformula, thepatent Hotpotproducts, availablehigh price management Hotpot, but the flavor varieties toremainunchanged.
4.thepopularization oflaw:
the mass Hotpotvariety,popularpricesupply,mainlytosmallprofitsbutquickturnover.
E)Thetypeofhotpotrestaurants:
Wedecidedtousemass:
Masshotpotishotpotrestaurantsinthemainforce,itslargest.Operatingasingle,rawmaterialsmainlytomedium-low,acceptableflavortoourHenanpeople'stastes.Thistypeofhotpotwithitsowncharacteristics,thedifferencebetweensizes,grades,service,eachwithitsownpositioninthecustomerprofile,andhavetheirownuniquefeatures,affordablecloserelationshipwithhotpotatlowercostsan
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