I 摘要 此报告是为共享厨房创业项目制作的商业计划书。 餐饮业 2016 年总市场份额约 3.5 万亿，并保持 11.3%增速，而从外卖餐饮业 务兴起至今已经形成了 1500 亿的市场，多方公布的市场数据显示，近年来外卖市 场复合增长率超过 20%，而且目前仍处于高速增长期，在将来有望形成占餐饮业 总市场份额的 10%，也就是说外卖餐饮市场仍有超过 100%的增长空间，达到超过 3500 亿的市场规模。而根据互联网上的数据，结合成都本地市场的调研结果进行 测算，2017 年成都市场正餐年消费总额约为 10 亿，随着外卖业整体市场的增长， 成都区域市场的规模也将保持增长的趋势。 随着市场总量的高速增长，每年有大量的创业者涌入该领域，但根据第三方 公布的调研数据，餐饮业的年复合倒闭率超过 100%，也即是出现了进入者多，退 出者更多的场景，这其中即有进入门槛较低的原因，也有市场竞争日益激烈的原 因，而后者对餐饮创业者的能力提出的要求越来越高，越来越全面，因此当前想 在这个领域取得持续的成功，需要创业者具备更好的营销能力，更好的餐品创新 能力，以及更好的服务管理能力。 共享厨房将致力于帮助餐饮创业者获得持续的成功，项目为想创业的厨师提 供免费的工作场地、设施、设备、工具、销售渠道，以及运营与供应链管理方面 的支持。共享厨房的收入来源于这些创业者的餐品销售利润，所以协助他们取得 更好的销售业绩将是共享厨房的重要工作，因此除了为创业厨师提供必要的工作 条件以外，在营销、运营以及供应链管理方面怎样为他们提供支持将是报告讨论 的重点之一。 共享厨房将尝试的是一种新的餐饮业态，尝试在人才合作模式、运营管理方 式、销售渠道以及餐品配送方式上进行创新与整合，通过减少外卖业价值链条的 环节数量，以及全面提升厨师创业团队餐品创新能力的方式，提升行业整体水平 的同时，也获取合理的财务回报。 本文将从战略分析与选择入手，据此制定营销策略和计划，然后以这些结论 为依据，将能设计出一套理论可行的商业模式，项目的运营体系设计工作也将据 此展开。在报告的后半部分还将制定创业实施步骤、预测财务表现以及识别项目 所要面对的风险，并预测出项目的期望财务回报水平。 关键词，商业计划书，外卖，O2O，共享厨房ABSTRACT II ABSTRACT This thesis is a business plan for sharing-kitchen ventures. In 2016, the catering industry has a total market share of approximately 3.5 trillion yuan, and maintains a growth rate of 11.3%. Since the launch of the take-away catering business, it has formed a market of 150 billion yuan. The market data released by multiple parties shows that the compound growth rate of the takeout market has exceeded 20% in recent years, and it’s still in a period of rapid growth. In the future, it is expected to form 10% of the total market share of the catering industry. That is to say, the take-away catering market still has more than 100% growth space, reaching a market size of more than 350 billion. And according to the data on the Internet, combined with the survey results of Chengdu local market, the total consumption of Chengdu takeout market in 2017 is about 1 billion. With the growth of the whole market, the scale of Chengdu regional takeout market will also maintain the trend of growth. With the rapid growth of the total market, a large number of entrepreneurs are pouring into the field every year, but according to the survey data published by the third parties, the annual compound bankruptcy rate of the catering industry is over 100%, that is, there are many entrants, but more exit, the reasons are there is a low entrance threshold and the market competition is increasingly fierce. The latter has higher and more comprehensive requirements for the ability of catering entrepreneurs. Therefore, Entrepreneurs want to achieve continuous success in this field, they must have better marketing capabilities, better food product innovation capabilities, and better service management capabilities. The shared-kitchen will be dedicated to helping catering entrepreneurs achieve sustained success. The project provides cost free workplaces, facilities, equipment, tools, sales channels, and support for operations and supply chain management for entrepreneurs. The income of the shared-kitchen comes from the profits of the entrepreneurs' sales of the meals, so helping them to achieve better sales will be an important task for sharing the kitchen. And therefore, in addition to providing necessary working conditions for entrepreneurial chefs, how to support them in marketing,ABSTRACT III operations, and supply chain management will be one of the key topics discussed in the thesis. The shared-kitchen will try a new form of catering business, trying to innovate and integrate the mode of talent cooperation, operation management, sales channels and food distribution. By reducing the number of links in the value chain of the takeout industry and improving the innovation ability of the chef's entrepreneurial team, the industry will be promoted.At the same time, it also obtains reasonable financial returns. This thesis will start with the strategic analysis and selection, and then formulate the marketing strategy and plan. Based on these conclusions, it will be able to design a set of practical business models, and the design work of the operation system will be carried out accordingly. In the second half of the paper, the implementation steps will be set up, the financial performance will be predicted, and the risk of the project will be discussed, the expected financial return of the project will be predicted as well. Keywords: Business Plan, Take-away catering, O2O, Shared-kitchen目录 IV 目录 第一章 商业计划概述与理论综述................................................................................ 1 1.1 项目背景............................................................................................................ 1 1.2 项目概述............................................................................................................ 2 1.3 研究方法............................................................................................................ 3 1.4 研究范围与局限................................................................................................ 3 1.5 项目的意义........................................................................................................ 4 1.6 理论综述............................................................................................................ 4 1.6.1 PEST 分析模型....................................................................................... 4 1.6.2 波特五力分析模型与竞争战略............................................................ 5 1.6.3 STP 理论................................................................................................. 6 1.6.4 4P 理论.................................................................................................... 6 1.6.5 商业模式画布........................................................................................ 6 第二章 战略分析与选择................................................................................................ 8 2.1 市场调研数据.................................................................................................... 8 2.1.1 外卖行业总体量与增长趋势................................................................ 8 2.1.2 外卖商家数量........................................................................................ 8 2.1.3 全天消费时段分布................................................................................ 8 2.1.4 外卖消费者用户画像............................................................................ 8 2.1.5 传统餐饮经营成本不断攀升................................................................ 9 2.1.6 用户习惯.............................................................................................. 10 2.1.7 人口越密集外卖越好做...................................................................... 10 2.2 外部环境分析.................................................................................................. 10 2.2.1 政治法律环境...................................................................................... 10 2.2.2 经济环境.............................................................................................. 12 2.2.3 社会环境.....................................