报告通过对中国餐饮市场的分析，展现了中国餐饮市场广阔的市场前景和发展潜 力。从改革开放之初到现在，中国餐饮业零售额一直呈现增长态势。餐饮业的竞争也从 最初单纯的价格竞争、产品质量竞争、单店竞争、单一业态竞争，发展到现在的品牌竞 争、连锁化、集团化、规模化竞争。如今，采用连锁经营，中餐已突破地域限制，市场 的范围得到了延伸。“合家拉面”就是在这样的背景下由两位合伙人拟创立的快速休闲 连锁餐饮品牌。合家拉面餐饮服务有限公司（拟成立）以经营拉面菜品为主，以更快捷 的方式为消费者提供新鲜、营养、健康、美味的菜品为宗旨，在出品上采用创新与传统 相融合；在餐厅设计上，采用中西结合的餐厅环境设计，给消费者带来高雅、时尚、健 康的就餐体验。合家拉面将采用“中央厨房+统一配送”的运营模式，对中央厨房、配 送中心、餐厅实行标准化操作，形成企业的核心竞争力。通过连锁直营店的形式进行市 场扩张，实现企业利润的稳定增长，为股东及投资人带来较好的回报。合家拉面定位的 目标客户群为在中央商务区和商业中心上班、经商、休闲的人群以及娱乐中心、大型购 物商场、机场、火车站的人群和大型住宅区的住户。公司将采用产品策略、定价策略、 分销策略、促销策略等组合营销策略进行“合家拉面”品牌的推广和宣传，增加品牌的 知名度。创业初期两位合伙人作为公司股东分别持有公司股权的 70%和 30%，同时，两 人分别担任公司董事长兼总经理和付总经理，分管不同的部门，两位合伙人在大学本科 毕业后，有二十年左右的工作经历，受过 MBA、EMBA 教育，有丰富的工作经验和管 理优势。公司计划第一年投资第 1 家店，第二年增加至 5 家，第三年增加至 15 家，第 四年增加至 50 家，第五年增加至 100 家，计划将来在境外市场或国内 A 股市场上市。 从合家拉面商业计划书的分析可以看出，通过标准化的连锁经营模式，中餐在快速休闲 餐饮市场盈利空间是很大的。 关键词，商业计划书；餐饮；拉面II ABSTRACT The dissertation demonstrates the vast and high potential food market throught the analysis of the Chinese catering trade. Since China’s reform and open market, the catering trade continues to keep rapid growth. The competition develop from pricing, the quality of food, individual restaurant to group restaurant, brand and chain competition. Now, Chinese restaurant expansions have no geographic restrictions after adopting chain operation. Fast Casual He Jia Noodle Catering Service is planned to open under the background by two partners. The proposed He Jia Noodle Catering Service Co (to be opened) mainly serve noodle and fresh, nutritious, healthy and delicious foods. Beautiful restaurant design, food integration of tradition and innovation let customers have elegant, fashionable and healthy experience .He Jia Noodle would like to adopt the uniform distribution combine central kitchen” operation mode. Standardized operation restaurant, central kitchen , distribution center will form the core competitiveness of enterprise. Market expansion will take direct chain store, achieve stable profit growth for shareholders, bring good return for investors and shareholders. He Jia noodle target customers are people who work , do business and entertain in CBD, residents in large housing estate and people around entertainment centers, large shopping malls, airports and railway stations are target group as well. To promote and increase the brand name, the company will combine product strategies, pricing strategies, channel strategies, promotion strategies. The two partners will hold the company’s share 70% and 30% respectively. Meanwhile, the two founders will take the position as chairman &president and vice president, managing different departments. The two partners have twenty years working experience after graduate from university. Both of them hold MBA and EMBA, have rich working and management experience. The company plans to invest 1 restaurant in the first year, the second year increased to 5, the third year broadened to 15, the fourth year rose to 50, the fifth year reached to 100. They also have listing plan overseas or in domestic A stock market in the future. From analysis of He Jia Noodle business plan, we can see that Chinese foods have very large profit in fast leisure market via standardized chain operation. Key words: business plan; catering trade; noodleIII 目 录 摘要...........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表目录.................................................................................................................................VII 第一章 绪 论............................................................................................................................1 1.1 研究的意义...................................................................................................................... 1 1.2 研究的内容和方法.......................................................................................................... 2 1.3 报告工作计划及预期成果.............................................................................................. 2 1.3.1 报告工作计划，....................................................................................................... 2 1.3.2 预期成果，............................................................................................................... 2 1.4 项目概要.......................................................................................................................... 3 1.4.1 公司基本情况，....................................................................................................... 3 1.4.2 产品和服务............................................................................................................... 3 1.4.3 欧亿·体育（中国）有限公司与外部环境....................................................................................................... 3 1.4.4 市场与竞争............................................................................................................... 4 1.4.5 市场营销策略........................................................................................................... 4 1.4.6 运营管理与管理团队............................................................................................... 4 1.4.7 财务预算与分析....................................................................................................... 5 1.4.8 风险防范与风险资本的退出................................................................................... 5 第二章 欧亿·体育（中国）有限公司与外部环境分析..................................................................................................6 2.1 欧亿·体育（中国）有限公司分析.......................................................................................................................... 6 2.1.1 我国餐饮欧亿·体育（中国）有限公司的现状............................................................................................... 6 2.1.2 我国餐饮欧亿·体育（中国）有限公司的发展趋势....................................................................................... 8 2.2 外部环境分析.................................................................................................................. 9 2.2.1 政治、法律因素....................................................................................................... 9 经济因素......................................................................................................................9 2.2.3 社会因素................................................................................................................. 10 2.2.4 技术因素................................................................................................................. 11 2.3 本章小结........................................................................................................................ 11 2.2.2IV 第三章 市场与竞争分析........................................................................................................12 3.1 市场分析........................................................................................................................ 12 3.2 竞争分析（五力模型分析）..................................................