咖啡馆创业计划书.docxVIP

创 业 计 划 书 项目名称：Mocca咖啡站 项目团队：幸福的四小只 负责人：张婷婷 所在班级：会计三班 电话邮编：114100 目 录 第一章 摘要······························4 第二章 咖啡店概况························4 一 店面概况··································4 二 股东······································4 三 团队······································5 四 员工······································5 五 经营战略··································6 第三章 产品及服务························6 一 咖啡·····································6 二 简餐·····································7 三 其他·····································7 第四章 行业及市场························7 一 行业情况·································7 二 市场潜力··································8 三 竞争分析·································9 四 市场规划··································9 第五章 营销策略·························10 一 营销计划·································10 二 具体营销方案·····························10 三 营销战略·································11 第六章 财务计划·························12 一 费用预算··································12 二 装修设计及费用····························12 第七章 优劣势分析·······················14 一 优势······································14 二 劣势······································15 第八章 风险控制·························15 一 经营风险分析······························15 二 投资风险分析······························16 三 减少风险需要注意的几个方面················16 第九章 总结·····························17 第一章 摘要 咖啡――世界三大饮料之一，一个西方的舶来品，在中国确是家喻户晓，有着极为深远的历时背景和现实意义。咖啡、西餐的真正兴起，应该是从20世纪90年代末开始的。其发展速度之快，在短短十来年时间内，达到了前所未有的行业繁荣。现在随着改革开放经济蓬勃的发展，有着大批的外商和白领长期处在高节奏、高效率的工作和生活加之于受西方文化的种种因素，造成了这个咖啡销量不断上升。故咖啡消费主要群体也就是外商、白领、旅游者和居家百姓。 2003年的调查表明：咖啡终端销售市场一依次为：咖啡及西式快餐连锁店、星级酒店、西餐厅。其中咖啡馆及西式快餐连锁店主要由上岛咖啡、星巴克咖啡、真锅咖啡，麦当劳、必胜客，这些连锁店平均每月销量在21.18吨，占30.18%，其次星级酒店每月平均销量在16.47吨，占23.47%，西餐厅平均每月销量13.53吨，占19.28%。随着时代的发展和人们生活理念的进一步改变，咖啡业也在以一种迅猛的速度发展。 所以，我选择的创业项目是开一个小型的咖啡馆。由于社会的竞争力越来越大，人们的工作压力也越来越大，每天繁重的工作压的人们喘不过气，在繁华的大都市，到处都是忙碌的身影。忙碌过后，人的精神需要得到放松，人们需要一个舒适，优雅，安静的环境来洗脱一身的疲惫 。咖啡厅无疑是一个很好的选择：特别的室内装潢，悠扬的音乐，静谧的空间环境……营造出一种温馨浪漫的气氛，有利于劳累的人们很好的放松自己。随着经济的快速发展，咖啡厅也更加的受年