随着我国经济不断发展，我国经济由高速增长阶段转向了高质量发展阶段， 快速食品行业也是如此。过去几年来，社会追求速度与效率，快速食品以 其“方 便、快速”的特点深受人民的喜爱。但随着人民对生活质量的重视程度也在不断 提高，人民对食品安全和健康的重视程度也在不断提升。快速食品“营养不良” 的缺点也 备受质疑——食品热量高、脂肪高、缺乏维生素等。快速食品在当今社 会中依然扮演着不可或缺的角色，其每年的市场需求额超过了千亿元，但是新时 代的市场需求也对快速食 品提出了更高的要求，可以说这是一个机遇与挑战并存 的市场。 本文是为虎莎热狗撰写的商业计划书，虎莎热狗项目的优势在于产品技术含 量高，门店扩张速度快。首先，本文 对项目基本情况进行阐述，其次，本文对项 目所处环境进行分析，确定了市场营销策略、项目的组织与运营，并且对项目的 财务及风险进行了分析，通过几大板块的分析和阐述 希望能充分介绍和厘清本项 目未来的发展规划，促进本项目在国内市场的顺利开展和落地，并逐步走向国际 市场，最终证明本项目的社会效益和经济效益，打造“中国热狗中的 星巴克”。 本文的结论主要有三点：首先，虎莎热狗所处的快速食品行业具有较大的发 展潜力和空间，虎莎热狗所处的行业是一个机遇与挑战并存的行业。其次，本文 确定了虎 莎热狗未来的发展战略和营销战略，明确了虎莎热狗“打造中国热狗中 的星巴克”的市场定位，并对虎莎热狗未来的发展作出了规划，对于项目落地具 有指导意义。最后，虎莎 热狗项目具有较大的投资价值，并且本文对项目存在的 风险提出了控制方法。 关键词： 快速食品；食品工业；商业计划书；风险控制 Abstract As China's economy continues to develop, China's economy has shifted from a high-speed growth stage to a high-quality development stage, so do the fast food industry. In the past few years, the society has pursued speed and efficiency. The fast food has been deeply loved by the people because it’s convenient. However, as people attach more importance to the quality of life, people pay more attention to food safety and quality. The shortcomings of fast-food are also exposed. Fast foods have high calories, high fat, and it is short of vitamins. Fast food still plays an indispensable role in today's society. Its annual market demand exceeds 100 billion yuan, but the market has higher requirements for fast food industry. It can be said that this is a market where opportunities and challenges coexist. This article is a business plan for Hussar hot dog. The advantage of this project is that the project has high technology content and rapid expansion speed. This plan mainly includes the following major sections: basic project introduction, environmental analysis of the project, marketing strategy, project organization and operation, financial analysis and risk control. We hope we can fully introduce the project, clarify the development plan and finally guide the project. We want to prove the social and economic benefits of the project and finally make it "the Starbucks of Chinese hot dogs". The conclusions of this paper are mainly three points: First, the fast food industry has great development potential and it is an industry where opportunities and challenges coexist. Second, this paper identifies the future development strategy and marketing strategy of Hussar hot dog, we located Hussar hot dog as the Starbucks of chinese hot dog .We also make the plan for the future development of Hussar hot dog. Third, the Hussar hot dog Project has a high investment value,and we put forward the control methods for project risks. Key words: Fast food; Food industry; Business plan; Risk management 目录 摘 要............................................................................................................................ 7 Abstract .......................................................................................................................... 8 第一章 绪 论.................................................................................................................. 1 1.1 研究背景及意 义............................................................................................. 1 1.1.1 研究背 景.............................................................................................. 1 1.1.2 研究意 义.............................................................................................. 2 1.2 文献综 述......................................................................................................... 2 1.2.1 波特竞争战 略...................................................................................... 2 1.2.2 4Ps营销理论 ........................................................................................ 3 1.2.3 食品工业研 究...................................................................................... 3 1.3 研究方法与内 容............................................................................................. 6 1.3.1 研究方 法.............................................................................................. 6 1.3.2 研究内容与框 架.................................................................................. 7 第二章 虎莎热狗项目基本情 况.................................................................................. 9 2.1 虎莎热狗项目简 介......................................................................................... 9 2.1.1 运营公司介 绍...................................................................................... 9 2.1.2 虎莎热狗项目介 绍.............................................................................. 9 2.2 虎莎热狗项目经营模 式............................................................................... 10 2.3 虎莎热狗项目盈利模 式............................................................................... 11 2.4 本章小 结....................................................................................................... 11 第三章 虎莎热狗项目环境分 析................................................................................ 12 3.1 宏观环境分 析............................................................................................... 12 3.1.1 政治环 境............................................................................................ 12 3.1.2 经济环 境............................................................................................ 13 3.1.3 社会环 境............................................................................................ 14 3.1.4 技术环 境............................................................................................ 15 3.2 行业环境分 析............................................................................................... 16 3.2.1 行业现 状............................................................................................ 16 3.2.2 五力模型分 析.................................................................................... 17 3.3 项目SWOT 分析 ........................................................................................ 19 3.3.1 优 势.................................................................................................... 19 3.3.2 劣 势.................................................................................................... 20 3.3.3 机 会.................................................................................................... 22 3.3.4 威 胁.................................................................................................... 23 3.3.5 SWOT分析小结 ................................................................................ 25 3.4 本章小 结....................................................................................................... 26 第四章 虎莎热狗项目市场营 销................................................................................ 27 4.1 STP战略分析 ................................................................................................ 27 4.1.1 市场细 分............................................................................................ 27 4.1.2 目标市场的选 择.........