随着我国经济的快速发展，城镇化的加速，外食人口的增加，以“快”著称的快餐受 越来越多的关注和喜爱,快餐业因此得以蓬勃发展，在餐饮行业中的作用和地位日益重 要。自 2010 年以来，社会结构发展变化快速，餐饮行业之间的竞争日趋激烈，快餐业 的经营型态也发生了巨大的改变，已经从单店竞争、地区性竞争发展到全国范围、品牌、 连锁规模化之间的竞争。移动互联网的兴起给传统的餐饮巨头带来了巨大的冲击，迫使 餐饮企业的原来的销售模式、营销方式等发生变化，从传统餐饮门店的线下销售走向“门 店+互联网+APP”的模式，营销模式也转向移动网络终端的微信、微博、APP 订餐平台 等营销模式。 本项目借助“互联网+”这个大势，利用互联网平台这个大舞台，前期产品以莜麦杂 粮面为主打产品，本项目是立足于商务区，以年轻白领为目标顾客的餐饮公司。项目分 三期展开实施，创业期 1-2 年、拓展期 3 年和发展期 5 年。计划用 2 年时间布局 10 家 分店，并将成功的商业模式在广州市复制，5 年的时间开店数量达到 50 家，到第 10 年 时，实现在广东省主要城市的门店达到 300 家以上的。本文从 J 项目的首家分店餐厅入 手，对 J 项目概况进行全面介绍。本文阐述了 J 项目的发展计划，对项目进行了综合的 分析，从所处的行业和外部宏观环境、市场与竞争环境、面临的外部机会与威胁、内部 的优势与劣势，并制定了相应的竞争策略和营销策略，然后对 J 项目做了详细的财务预 算与分析，并对整个项目可能面临的风险进行了综合的分析、阐述，提出相应的风险防 范对策。 本文以商业计划书的形式展开，作为创业者对项目发展规划的蓝图，目标在于制定 一份科学、客观、可行的商业计划书，为项目的决策实施提供参考。 关键词，餐饮；互联网；商业计划书II Abstract With the rapid economic development in our country, the acceleration of urbanization, the increase in the number of people who eat food, and the fast food known as quick, more and more attention and love have been given to the rapid development of the fast food industry. Therefore, the role and status of the fast food industry in the catering industry Increasingly important. Since 2010, the rapid changes in social structure and the increasingly fierce competition among the catering industry have led to a tremendous change in the operation mode of the fast-food industry. From the single-store competition and regional competition to the national scale, the brand and chain Large-scale competition. The rise of mobile Internet has brought a huge impact on the traditional catering giant, forcing the original sales model and marketing mode of catering enterprises to change. From the offline sales of traditional restaurant to the mode of store + Internet + APP Marketing model also shifted to mobile web terminals such as WeChat, Weibo, APP ordering platform and other marketing modes. The business plan takes advantage of the general trend of Internet + to make use of the big stage of the Internet platform. The pre-production products mainly focus on the production of grain and noodles. The business plan is a catering company based on business districts and targeting young white-collar workers. Implementation of the business plan in three phases, the start-up period of 1-2 years, the expansion period of 3 years and the development period of 5 years. Plans to layout 10 branches in 2 years, and copy the successful business model in Guangzhou City. In 5 years, the number of opened stores will reach 50, and by the 10th year, it will achieve over 300 stores in major cities in Guangdong Province . This article starts with the first restaurant of J business plan and gives an overall introduction of J business plan. This article elaborates the development plan of J business plan and makes a comprehensive analysis of the business plan. From the industries and external macroscopic environment, market and competition environment, external opportunities and threats, internal advantages and disadvantages, and formulating the corresponding Competition strategy and marketing strategy, and then made a detailed financial budget and analysis of J business plan, analyzed the possible risks of the whole business plan, elaborated and put forward corresponding risk prevention countermeasures. This article starts with the business plan. As the blueprint of the entrepreneur's project development plan, the goal is to formulate a scientific, objective and feasible business plan toIII provide a reference for the decision-making of the project. Key Words: Catering ,Internet, Business planIV 目 录 摘要.....................................................................................................................................I ABSTRACT.......................................................................................................................... II 目 录.................................................................................................................................. IV 图表清单 ..........................................................................................................................VIII 第一章 绪论..........................................................................................................................1 1.1 研究的背景和意义......................................................................................................1 1.1.1 研究的背景...........................................................................................................1 1.1.2 研究的意义...........................................................................................................2 1.2 文献综述 .....................................................................................................................2 1.2.1 快餐的定义和分类...............................................................................................2 1.2.2 波特竞争战略 ......................................................................................................3 1.2.3 4Ps 营销理论.........................................................................................................4 1.2.4 互联网..................................................................................................................4 1.2.5 O2O 营销模式......................................................................................................5 1.3 研究内容和方法..........................................................................................................6 1.3.1 研究内容 ..............................................................................................................6 1.3.2 研究方法 ..............................................................................................................7 第二章 项目概况...........................................................8 2.1 公司介绍......................................................................................................................8 2.2 产品和服务 ..................................................................................................................8 2.3 目标顾客....................................................................................................................10 2.4 门店规划....................................................................................................................10 2.5 组织架构.................................................................................................................... 11 2.6 激励机制.................................................................................................................... 11 2.7 股权结构及股东........................................................................................................13 2.8 本章小结 ...................................................................................................................14 第三章 餐饮行业及外部环境分析.....................................................................................15 3.1 餐饮行业分析 ............................................................................................................15 3.1.1 我国餐饮行业的现状..........................................................................................15V 3.1.2 消费者对互联网外卖的需求 .............................................