中国目前一些新的市场机会，可能存在于总量巨大而又未形成巨头垄断的领域之 中，餐饮欧亿·体育（中国）有限公司即是这种可以挖掘的市场，中国餐饮市场非常巨大，而至今也未形成巨头 垄断的局面，并且中国餐饮市场的经营主体质量参差不齐，绝大多数餐饮经营主体为个 体工商户，餐饮管理水平以及质量控制水平令人堪忧。 近年来中国物价上涨幅度较大，而劳动者的收入水平普遍跟不上物价上涨幅度，同 时随着中国经济的放缓，一部分消费者特别是中青年消费者的经济压力逐渐上升，而生 活节奏亦逐渐加快。饮食问题逐渐成为这部分消费者的一个痛点，自己做饭可以保证自 己口味偏好且成本可控，但太费时费力；在外面饭店吃饭可以节省时间，但食品卫生条 件，食品安全状况令人担忧，且花费较大。而餐饮经营者也有自己的经营难题，不断上 涨的店铺租赁费用吸走了经营者的绝大多数利润，不断上调的人力成本加重了经营者的 负担。绝大多数餐饮经营者，经营期限都不超过 3 年。 移动互联网的兴起，为餐饮欧亿·体育（中国）有限公司的发展提供了新的契机。饿了么，百度外卖等配送 平台，为消费者和商家提供了一种新的消费模式。消费者在网上下单，商家提供产品， 然后由配送平台安排快递员将产品配送到消费者手中。这种类似于淘宝的餐饮模式的兴 起，使经营者可以大大扩展自己的服务覆盖范围，新的市场机会也营运而生。而随着网 络技术的升级，机器人技术的不断发展，物流配送系统的不断升级，智能楼宇的发展， 在不久的将来，餐饮业产品的生产，将逐渐被集中化、机器智能化的大型工厂所垄断， 餐饮欧亿·体育（中国）有限公司也终将由现有的“淘宝模式”发展到“京东模式”。我们期望“近宜家”餐饮 项目可以借助技术的发展，力求通过降低常规餐饮者遇到的不必要的生产成本，降低产 品价格，同时通过科学的管理，利用互联网资源，让消费者可以吃到物美价廉的饭菜， 并且在不久的将来，可以占领较大的市场份额，成为餐饮业里的一只独角兽。 本文首先介绍“近宜家”的项目背景，并对所处的外部市场环境、竞争对手进行深 入分析，通过市场调查确定客户需求，阐明该项目的产品定位和竞争优势，并制定出项 目的营销计划、运营计划，财务安排等，为日后项目的正常运营提供指导。 关键词，餐饮欧亿·体育（中国）有限公司，商业计划书，互联网餐饮II Abstract Nowadays, the new market opportunities in China, may exist in the huge and no-monopoly fields. And the catering market should be like that: Firstly, Chinese catering market is very large. In 2014, the revenue of our national catering market is about 2.79 trillion yuan, and 3.23 trillion yuan in 2015. The annual growth rate is about 10%, and also was a trend of an accelerating growth. Secondly, the catering market has not been occupied by some giant monopolies. In 2014, the number of carting enterprises above designated size (who’s annual revenue is above 2 million yuan, and hires more than 40 employees) is just 26634, and their total revenue is just 461.53 billion yuan(only 16.57% of the whole industry). Thirdly, the quality of the players in catering market is varied, Now the main players in Chinese carting market are individual business, and their business management and quality control level is not good. Every year, the rising price increases the burden of people’s life. And along with the economic slowdown, the economic pressure of some consumers, especially young people increased very much. Dietary issues gradually become a problem of this consumer: If people cook at home, the test and cost can be controlled, but too time and personal energy will be took every day. If people eat outside, they can save a lot of time, but the cost will rise, and the food quantity can’t be guaranteed. The restaurant owners also have problems: rising rental costs suck most of their profits; increasing labor cost increase the burden of owners. Most of the catering operators can’t keep running more than 3 years. At present, more and more people use of mobile Internet. And this brings some new opportunities to catering market. Elme, Baidu and other food-distribution platform created a new consumption model. Consumers order their food online, catering owners product foods, and this platform arranged the distribution to consumers. This is just like a Taobao model. Though that catering owner can provide their services to more people, this also brings them some new market opportunities. With the superpower of internet technology, the development of robot technology, the continuous escalation of logistics and distribution system, the emergence of intelligent buildings, customers can get their foods easily at home, and factories also can product and deliver food to customers smoothly. Food production will be centralized and monopolized by large factories with the intelligent machine. Jinyijia catering project want to reduce the price of food for people, by reducing the cost of production. At the same time, with our good management, with the internet resources, we want our consumers eat inexpensive meals every day. And our company also is a giant in the future.III At the beginning of this paper, this article introduces the background of Jinyijia catering project overview. After that we analysis the external market environment, competitors, customers’ needs. Then we confirm our product position and competitive advantage, and make the marketing plan, operational plan, financial arrangements, etc., as our future operation manual. Keywords: catering market, business plan, internet cateringIV 目 录 摘要...........................................................................................................................I ABSTRACT.................................................................................................................II 目 录........................................................................................................................ IV 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 国内外研究现状......................................................................................................... 3 1.2.1 餐饮欧亿·体育（中国）有限公司市场方面.......................................................................................... 3 1.2.2 互联网发展助力餐饮业的发展...................................................................... 3 1.3 主要研究内容和方法................................................................................................. 4 1.3.1 主要研究内容.................................................................................................. 4 1.3.2 研究方法.......................................................................................................... 5 第二章 餐饮市场及市场竞争分析 ................................................................................6 2.1 餐饮欧亿·体育（中国）有限公司概述............................................................................................................. 6 2.2 餐饮欧亿·体育（中国）有限公司发展方向分析............................................................................................. 7 2.3 市场竞争分析............................................................................................................. 7 2.4 市场的前景分析......................................................................................................... 8 2.5 本章小结....................................................................................................................11 第三章 近宜家项目营销策略分析 ..............................................................................12 3.1“近宜佳”项目的概况............................................................................................. 12 3.1.1 公司简介........................................................................................................ 12 3.1.2“近宜家”项目的商业模式.......................................................................... 13 3.1.3 发展规划和战略............................................................................................ 14 3.2 市场优劣式分析...................................