欢乐动漫餐厅创业计划书.docVIP

总经理：钟慧 人力资源经理：李敏 餐饮部经理：何丹 营销部经理：汪俊东 财务部经理：张晖 目 录 第一章 概 要 ········································1 第二章 公司概述 一、公司名称 ········································2 二、公司宗旨 ········································2 三、公司理念 ········································2 四、公司标识 ········································2 五、主营业务 ········································3 六、经营特色 ········································5 七、经营理念 ········································5 八、公司组织结构及职责范围····························6 第三章 产品与服务 一、餐厅主题···········································8 二、餐厅特色设计·······································8 三、餐厅产品与服务····································10 第四章 市场分析 一、市场描述··········································11 二、市场定位··········································11 三、优势分析··········································13 四、消费者需求分析····································14 五、市场拓展计划······································16 第五章 竞争分析 一、竞争描述··········································18 二、竞争分析··········································18 三、项目可行性简析···································23 四、竞争策略·········································25 第六章 营销战略 一、营销战略··········································27 三、广告投放··········································33 第七章 投资分析 一、股本规模与结构····································34 二、资金来源与应用 ··································34 三、投资收益分析·····································34 第八章 财务分析 一、财务假设···········································36 二、公司营运能力分析·································· 43 一、计划摘要 1.项目背景 休闲餐饮(Casual Dining)，在西方是一种以“休闲、舒适、情趣、品位”为主题的餐饮模式。从目前国内发展情况看，随着人民生活水平的提高及劳动时间的缩短，休闲已逐渐成为人民生活的必需，主题餐厅正是餐饮业适应休闲消费需求的一种体现，成为国内餐饮业的发展的一个新趋向。主题餐厅是通过一个或多个主题为吸引标志的饮食场所，希望人们身临其中的时候，经过观察和联想，进入期望的主题情境，亲临虚拟情境，重温特定历史，体验主题文化。主题餐厅的出现并非偶然，而是基于一定的社会条件，包括成熟的餐饮行业环境、竞争加剧的市场态势和成熟的、理性的消费对象等。 随着主题餐厅在国内日渐的兴起，休闲餐饮业与其他产业的融合点越来越多，动漫产业就是其中一个很好的切入点。同时，现今中国动漫产业也在各地发展得风生水起。动漫产业以创意为核心，以动画、漫画为表现形式，包含图书、报刊、影视音像制品、舞台剧等产品开发、生产、发行以及与动漫主题有关的服装、玩具、电子游戏、主题公园等衍生生产和经营的产业。 毫无疑问，在休闲餐饮与动漫产业的市场潜力不断迸发的大趋势下，动漫主题餐厅必将是一个