随着人们生活水平的提高，旅游逐步成为人们生活中的刚性需求。作为著名的旅 游城市蓬莱，以蓬莱阁、戚继光故里、三仙山、海洋极地世界、八仙渡海口等景点闻 名于世，冬暖夏凉的气候十分适合夏天避暑，受到了许多游客的喜欢。据蓬莱旅游部 门的相关统计，每年都接纳游客多达 600 万。在旅游经济的刺激与发展下，蓬莱的硬 件设施逐步完善，与旅游经济相协调的酒店、娱乐、饮食等都发展至一定的规模。 本文针对必胜客入驻四线城市蓬莱投资项目，对国内外连锁品牌在蓬莱的发展情 况进行了初步调研，如尚客优快捷酒店、如家快捷酒店、锦江之星快捷酒店、高第街 港式餐厅、重庆小天鹅火锅等等，调查发现这些连锁式的酒店与餐饮给游客带来了方 便，除了享受本土的饮食特色之外，游客在其他选择方面往往是倾向于全国连锁的模 式，因为全国连锁模式给游客带来了安全感；在形成初步调查结果的基础上，利用投 资决策、项目可行性研究理论与方法，以及必胜客市场现状及发展形势的实际情况， 对该项目的技术、经济和财务评估进行了系统分析研究，完成了包括市场调研、项目 预测、投资测算、成本测算、效益收益测算、项目论证和评价等工作，形成一定研究 成果；当地投资商根据可行性分析研究成果，进行了具体实施，于 2015 年 4 月正式 挂牌开业。 本项目可行性分析研究表明，该项目拥有良好的投资环境，政府的政策支持，广 阔的市场需求，为本项目的实施提供了良好环境和发展机遇；该项目在技术与经济效 益上具有较强的可行性，具有较高的利润和较短的投资收回期；该项目符合国家产业 政策、市场需求，具有良好的市场前景；该项目具有较好的定位，规模适当，抗风险 能力，市场竞争优势明显，并且具有较大发展潜力。 摘要 关键词，旅游城市；必胜客项目；可行性武汉工程大学硕士学位报告 VI Abstract With the improvement of people's living standards, tourism has gradually become rigid demand in people's life. As a famous tourist city of Penglai, in Penglaige, the hometown of Qi Jiguang, the three mountains, ocean polar world, Eight Immortals crossing Haikou and other famous attractions, cool climate is very suitable for summer summer, is like many tourists. According to the relevant statistics of Penglai tourism sector, tourists are accepted as many as 6000000 annually. In stimulating the development of tourism economy, Penglai hardware facilities and gradually improve, and tourism economy coordinated Hotel, entertainment, food and so on to a certain scale. According to the four line of the city of Penglai in the hut on investment projects, the domestic chain brand a preliminary investigation on the development of Penglai, such as thankyou Fasthotel, Home Inn, JinJiang Inn, Fasthotel, high street, Hong Kong style restaurant, Chongqing Little Swan Hot pot So, the survey found that the chain of hotel and catering to tourists brought convenience, in addition to enjoy the local food specialties, tourists in other choices tend to national chain mode, because the national chain mode to bring a sense of security to tourists; based on the results of a preliminary survey form, the investment decision-making, project feasibility study on theory and method, and the actual situation can win the market status and development situation of the project, technical, economic and financial evaluation is studied, including the completion of the project forecast, market research, investment estimates, cost estimates, benefit benefit calculation, project demonstration and evaluation work, the formation of some research results. Local investors; feasibility analysis according to the research results, the specific implementation, in April 2015 officially opened. The project feasibility analysis and study show that, The project has a goodAbstract VII investment environment, government policy support, broad market demand for the implementation of the project provides a good environment and development opportunities, the project has a strong feasibility in technology and economic efficiency, with higher profits and shorter investment recovery period, the project is in line with national industrial policy, market demand, has a good market prospects, the scale is appropriate, the ability to resist risks, and has great development potential. Keywords: Tourist city; hut project; feasibility目 录 V 目 录 摘要...............................................................................................................V ABSTRACT .................................................................................................... VI 第 1 章 文献综述..............................................................................................1 1.1 研究背景 ...................................................................................................1 1.2 研究意义 ...................................................................................................2 1.3 国内外研究现状.......................................................................................3 1.3.1 关于可行性研究的相关文献.............................................................3 1.3.2 关于项目管理的理论和应用研究.....................................................4 1.3.3 必胜客宣传和营销的相关研究.........................................................6 1.4 研究内容与方法.......................................................................................7 1.4.1 研究内容 .............................................................................................7 1.4.2 研究方法 .............................................................................................7 1.5 项目的创新点 ...........................................................................................8 第 2 章 相关理论..............................................................................................9 2.1 项目投资决策的相关理论.......................................................................9 2.1.1 投资决策理论概述.............................................................................9 2.1.2 投资决策方法.....................................................................................9 2.2 项目可行性分析相关理论.....................................................................13 2.2.1 可行性研究概念...............................................................................13 2.2.2 可行性研究的阶段和内容...............................................................14 2.2.3 可行性研究的作用...........................................................................15 第 3 章 项目市场调研....................................................................................17 3.1 项目调研 .................................................................................................17 3.2 项目预测 .................................................................................................20 3.3 人力资源保障 .........................................................................................22武汉工程大学硕士学位报告 VI 3.4 投资与环境分析.....................................................................................24 第 4 章 项目经济效益评价............................................................................27 4.1 项目总投资测算.....................................................................................27 4.2 项目总成本费测算.................................................................................29 4.3 项目的收益测算.....................................................................................30 4.3.1 项目的销售收入...............................................................................30 4.3.2 利润总额 ...........................................................................................30 4.4 项目现金流量分析.................................................................................31 4.5 风险分析与控制.....................................................................................31 4.5.1 外部风险与控制...............................................................................32 4.5.2 内部风险与控制...............................................................................32 第 5 章 项目具体实施....................................................................................37 5.1 店面选址 ..........................................................