2011_餐饮_欢聚怡堂_项目_策划书.doc

dinner!lesson 12 goodbye and good luck 再见，一路顺风our ncighbour, captain charles alison, will sail from portsmouth tomorrow. we shall meet him at the harbour early in the morning. he will be in his small boat, topsail.tapsail is a famous little boat. it has sailed across the atlantic many times. captain alison will set out at eight oclock so we shall have plenty of time. we shall see his boat and then we shall say good-bye to him. he will be away for two months. we are very proud of him. he will take part in an important race across the atlantic.lesson 13 the greenwood boys 绿林少年the greenwood boys are a group of popular singers. at present, they are visiting all parts of the country. they will be arriving here tomorrow. they will be coming by train and most of the youngpeople in the town will be meeting them at the station. tomorrow evening they will be singing at the workers club. the greenwood boys will be staying for five days. during this time, they will give five performances. as usual, the police will have a difficult time. they will be trying to keep order. it is always the same on these occasions.lesson 14 do you speak english? 你会讲英语吗？i had an amusing experience last year. after i had left a small village in the south of france, i drove on to the next town. on the way, a young man waved to me. i stopped and he asked me for a lift. as soon as he had got into the car, i said good morning to him in french and he replied in the same language. apart from a few words, i do not know any french at all. neither of us spoke during the journey. i had nearly reached the town, when the young man suddenly said, very slowly, do you speak english? as i soon learnt, he was english himself!lesson 15 good news 佳音 the secretary told me that mr. harmsworth would see me. i felt very nervous when. i went into his office. he did not look up from his desk when i entered. after i had sat down, he said that business was very bad. he told me that the firm could not afford to pay such large salaries. twenty people had already left. i knew that my turn had come. mr. harmsworth, i said in a weak voice. dont interrupt, he said. then he smiled and told me i would receive an extra &100 a year!lesson 16 a polite request 彬彬有礼的要求if you park your car in the wrong place, a traffic policeman will soon find it. you will be very lucky if he lets you go without a ticket. however, this does not always happen. traffic police are sometimes very polite. during a holiday in sweden, i found this note on my car: sir, we welcome you to our city. this is a no parking area. you will enjoy your stay here if you pay attention to our street signs. this note is only a reminder. if you receive a request like this, you cannot fail to obey it!lesson 17 always young 青年常驻my aunt jennifer is an actress. she must be at least thirty-five years old. in spite of this, she often appears on the stage as a young girl. jennifer will have to take part in a new play soon. this time, she will be a girl of seventeen. in the play, she must appear in a bright red dress and long black stockings. last year in another play, she had to wear short socks and a bright, orange-coloured dress. if anyone ever asked her how old she is, she always answers, my dear, it must be terrible to be grown up!lesson18 he often does this! 他经常干这种事！after i had had lunch at a village inn, i looked for my bag. i had left it on a chair beside the door and now it wasnt there ! as i was looking for it, the inn-keeper came in. did you have a good meal ? he asked. yes, thank you, i answered, but i cant pay the bill. i havent got my bag. the inn-keeper smiled and immediately went out. in a few minutes he returned with my bag and gave it back to me. im very sorry, he said my dog had taken it into the garden. he often does this.lesson19 sold out 票已售完the play may begin at any moment, i said. it may have begun already, susan answered.i hurried to the ticket-office. may i have two tickets please ? i asked.im sorry, weve sold out, the girl said.what a pity! susan exclaimed.just then, a man hurried to the ticket-office.can i return these two tickets? he asked.certainly, the girl said.could i have those two tickets please ? i asked.certainly, the girl said, but they are for next wednesdays performance.i might as well have them, i said sadly.lesson20 one man in a boat 独坐孤舟fishing is my favourite sport. i often fish for hours without catching anything. but this does not worry me. some fishermen are unlucky. instead of catching fish, they catch old boots and rubbish. i am even less lucky. i never catch anything-not even old boots. after having spent whole mornings on the river, i always go home with an empty bag. you must give up fishing! my friends say. its a waste of time. but they dont realize one important thing. im not really interested in fishing. i am only interested in sitting in a boat and doing nothing at all !lesson21 mad or not? 是不是疯了？aeroplanes are slowly driving me mad. i live near an airport and passing planes can be heard night and day. the airport was built during the war, but for some reason it could not be used then. last year, however, it came into use. over a hundred people must have been driven away from their homes by the noise. i am one of the few people left. sometimes i think this house will be knocked down by a passing plane. i have been offered a large sum of money to go away, but i am determined to stay here. everybody says i must be mad and they are probably right.lesson22 a glass envelope 玻璃信封my daughter, jane, never dreamed of receiving a letter from a girl of her own age in holland. last year, we were travelling across the channel and jane put a piece of paper with her name and address on it into a bottle. she threw the bottle into the sea. she never thought of it again, but ten months later, she received a letter from a girl in holland. both girls write to each other regularly now. however, they have decided to use the post-office. letters will cost a litt1e more, but they will certainly travel faster. lesson23 a new house 新居i had a letter from my sister yesterday. she lives in nigeria. in her letter, she said that she would come to england next year. if she comes, she will get a surprise. we are now living in a beautiful new house in the country. work on it had begun before my sister left. the house was completed five months ago. in my letter, i told her that she could stay with us. the house has many large rooms and there is a lovely garden. it is a very modern house, so it looks strange to some people. it must be the only modern house in the district.lesson24 it could be worse 不幸中之万幸i entered the hotel managers office and sat down. i had just lost &50 and i felt very upset. i left the money in my room, i said, and its not there now. the manager was sympathetic, but he could do nothing. everyones losing money these days, he said. he started to complain about this wicked world but was interrupted by a knock at the door. a girl came in and put an envelope on his desk. it contained &5o. i found this outside this gentlemans room she said. well, i said to the manager, there is still some honesty in this world !lesson25 do the english speak english? 英国人讲的是英语吗？i arrived in london at last. the railway station was big, black and dark. i did not know the way to my hotel, so i asked a porter. i not only spoke english very carefully, but very clearly as well. the porter, however, could not understand me; i repeated my question several times and at last he understood. he answered me, but he spoke neither slowly nor clearly. i am a foreigner, i said. then he spoke slowly, but i could not understand him. my teacher never spoke english like that! the porter and i looked at each other and smiled. then he said something and i understood it. youll soon learn english! he said. i wonder. in england, each man speaks a different language. the english understand each other, but i dont understand them ! do they speak english ?lesson26 the best art critics 最佳美术评论家i am an art student and i paint a lot of pictures. many people pretend that they understand modern art. they always tell you what a picture is about. of course, many pictures arc not about anything. they are just pretty patterns. we like them in the same way that we like pretty curtain material. i think that young children often appreciate modern pictures better than anyone else. they notice more. my sister is only seven, but she always tells me whether my pictures are good or not. she came into my room yesterday. what are you doing ? she asked. im hanging this picture on the wall, i answered. its a new one. do you like it ? she looked at it critically for a moment. its all right, she said, but isnt it upside-down ? i looked at it again. she was right! it was!lesson27 a wet night 雨夜late in the afternoon, the boys put up their tent in the middle of a field. as soon as this was done, they cooked a meal over an open fire. they were all hungry and the food smelt good. after a wonderful meal, they told stories and sang songs by the camp fire. but some time later it began to rain. the boys felt tired so they pet out the fire and crept into their tent. their sleeping-bags were warm and comfortable, so they all slept soundly. in the middle of the night, two boys woke up and began shouting. the tent was full of water! they all leapt out of their sleeping-bags and hurried outside. it was raining heavily and they found that a stream had formed in the field. the stream wound its way across the field and then flowed right under their tent!lesson28 no parking 禁止停车jasper white is one of those rare people who believes in ancient myths. he has just bought a new house in the city, but ever since he moved in, he has had trouble with motorists. when he returns home at night, he always finds that someone has parked a car outside his gate. because of this, he has not been able to get his own car into his garage even once. jasper has put up no parking signs outside his gate, but these have not had any effect. now he has put an ugly stone head over the gate. it is one of the ugliest faces i have ever seen. i asked him what it was and he told me that it was medusa, the gorgon. jasper hopes that she will turn motorists to stone. but none of them has been turned to stone yet!lesson29 taxi! 出租汽车！captain ben fawcett has bought an unusual taxi and has begun a new service. the taxi is a small swiss aeroplane called a pilatus porter. this wonderful plane can carry seven passengers. the most surprising thing about it, however, is that it can land anywhere: on snow, water, or even on a ploughed field. captain fawcetts first passenger was a doctor who flew from birmingham to a lonely village in the welsh mountains. since then, captain fawcett has flown passengers to many unusual places. once he landed on the roof of a block of flats and on another occasion, he landed in a deserted car park. captain fawcett has just refused a strange request from a businessman. the man wanted to fly to rockall, a lonely island in the atlantic ocean, but captain fawcett did not take him because the trip was too dangerous.lesson30 football or polo? 足球还是水球？the wayle is a small river that cuts across the park near my home. i like sitting by the wayle on fine afternoons. it was warm last sunday, so i went and sat on the river bank as usual. some children were playing games on the bank and there were some people rowing on the river. suddenly, one of the children kicked a ball very hard and it went towards a passing boat. some people on the bank called out to the man in the boat, but he did not hear them. the ball struck him so hard that he nearly fell into the water. i turned to look at the children, but there werent any in sight: they had all run away! the man laughed when he realized what had happened. he called out to the children and threw the ball back to the bank. lesson31 success story 成功者的故事yesterday afternoon frank hawkins was telling me about his experiences as a young man. frank is now the head of a very large business company, but as a boy he used to work in a small shop. it was his job to repair bicycles and at that time he used to work fourteen hours a day. he saved money for years and in 1938 he bought a small work-shop of his own. during the war frank used to make spare parts for aeroplanes. at that time he had two helpers. by the end of the war, the small work-shop had become a large factory which employed seven hundred and twenty-eight people. frank smiled when he remembered his hard early years and the long road to success. he was still smiling when the door opened and his wife came in. she wanted him to repair their sons bicycle! lesson32 shopping made easy 购物变得很方便people are not so honest as they once were. the temptation to steal is greater than ever before-especially in large shops. a detective recently watched a well-dressed woman who always went into a large store on monday mornings. one monday, there were fewer people in the shop than usual when the woman came in, so it was easier for the detective to watch her. the woman first bought a few small articles. after a little time, she chose one of the huaiyin institute of technology淮阴工学院创业大赛之“欢聚怡堂“项目策划书“欢聚怡堂”餐饮文娱服务有限责任公司管理、财务、市营、平面设计创意策划类 二一年十一月十八一位顾客的告白在闲暇的时光里，总是会不经意想起那些陪我们一路走过来的伙伴们，回想起过去的点点滴滴，还是觉得和他们在一起的时候是最放松最自我的，真的很想和他们聚一聚；在忙碌的日子里，总是想着和这些一起奋斗的同志们找个地方偷点闲，放松放松，短暂的休整是为了更好地前进嘛，也许真的需要聚一聚了一个偶然的机会让我想到了怎样去解决好聚会这个问题，那是在出租车上电台播放的一段广告，说什么现在有个“欢聚怡堂”服务公司，它能解决聚会的一切需要。后来我联系了一下才知道它不仅为聚会群体提供餐饮和娱乐，还有协同外出游玩和特色住宿！如果我担心联系不上离散的组员，没事，它帮我联络；如果我还担心聚会不够充实或者费用不尽人意的话，也没事，它还可以帮我策划策划先聚会所需要考虑到的，它都帮我搞定了!后来我召集了十来个老同学一起去感受感受，才发现这个“欢聚怡堂”真的不错也！在公司总部热情接待后才交流一会儿，公司就为我们这次聚会拿出了一个全面的策划，看到策划书估计的价格，我们心里就有底了；看到策划书的内容，我们仿佛就舒适了一把样！接下来工作人员把我们带到了一个“家”里，这里就是我们吃喝耍的地方了。这里不仅有宽敞的饭厅和配置丰富的客厅，还有开放式的厨房和宿舍式的卧室，除了公司派来服务的三个人外，这里就是我们这几十个人的家啦!我们尽情地吃啊耍啊，耍到很晚才去睡觉。哦，对了，晚上我们还开卧谈会了的哦！第二天临走时，公司的员工告诉我们：如果我们需要到外面的哪个地方去耍一下的话，它们也提供全程协同服务。这真是个好地方，下次聚会还来这里，还选择“欢聚怡堂”!创业计划书目录一、公司简介4二、公司描述4公司的名称5公司的宗旨5公司经营策略5相对价值增值5公司设施6三、公司服务6四、管理方案6组织简介6人力资源管理7劳动合同制度7财务管理制度7信息化管理8组织文化管理8经营管理特色8五、可行性分析9市场分析：9项目分析：11六、竞争分析12七、营销策略13八、财务分析15（一）项目投资估算15项目资金筹措16资金使用（预算）16（二）投资收益与风险分析：17项目投资收益分析18风险性分析21盈亏平衡分析23投资净现值24投资回收期25内含报酬率25项目敏感性分析25项目敏感性分析25内含报酬率25投资回报26风险控制方法26财务分析总结27九、附录：29一、公司简介“欢聚怡堂”餐饮服务公司成立于2010年，是经工商部门核批的以餐饮和文娱为主，聚会一条龙的综合服务公司。公司位于淮安，拥有工作人员16人，其中经理和财务各1人，每个部门2人，营业点有1各厨师和1个服务员。公司未来将以不同规模向其他城市推广实行连锁经营。目前公司只是立足于淮安，针对有聚会需求的客户提供联系成员，聚会策划和餐饮文娱服务。“欢聚怡堂”本着为社会公众服务、为亲友维系和加深情感、为组织提升凝聚力的核心理念，立足成为国内知名的餐饮文娱服务连锁公司。 “欢聚怡堂”的服务对象主要有同学会、战友会、员工聚会和亲朋好友聚会等各类形式的聚会。公司采取餐饮与文娱并重的市场营销策略，既提供大众化、标准化的中式餐饮，也提供舒适随意、丰富多彩的文娱活动。公司的特色在于将聚餐和娱乐相结合，为顾客提供卫生、美味的饮食和各种娱乐设施，并且这一切活动都是在一个经改造布局形式的家居之中，这就为聚会提供了一个属于他们自己的自由空间。公司在第一年的营业额高达1012500元，实现税后净利润242650。公司目前在一年之中能获取较为稳定的市场需求，而在节假日等旺季会出现日程安排爆满的现象，相信在不断满足越来越多的顾客时，公司能得到进一步的发展壮大。我们的承诺是“用贴心的服务满足一群人的胃部和精神需求”。二、公司描述 不论是在大都市，还是在小城镇，各种各样的聚会总是在不断地上演着，然而聚餐和娱乐始终是其中主要项目。现在我们“欢聚怡堂”这种新型休闲方式正走向人们，我们提供以聚餐和文娱为主，以协同外出游玩和特色住宿为辅的等服务内容。我们借助于普通家庭的套间布局形式，让顾客群体在极其舒适和自由的空间内开展餐饮和文娱活动。公司还将为顾客提供联系成员，策划方案等服务无论是同学会、老乡会、战友会还是公司员工聚会，甚至亲朋好友聚会，也许我们都可以选择“欢聚怡堂”。公司自成立以来就深受广大消费者的喜爱，使得我们在本行业占领了相当大的市场份额，这主要归功于公司采用的新形式能充分满足群体顾客的需要和得益于老顾客的支持。适度的广告投放和大力的品牌宣传使得公司在短时间内就拥有较高的声誉度，这也是公司不断发展壮大的契机。本公司基于“一个中心，多个基本点”的规模设置方式。在淮安市中心商务区内建立1个服务中心，主要业务是承接业务和策划内容；在各个方向的三环附件的设立4个营业点，借用普通家居套间模式为营业场所，以充足的家用设备和高贵的室内配置为顾客提供不亚于餐馆的餐饮服务和舒适随意的特色文娱活动。公司的名称：欢聚怡堂餐饮文娱服务有限责任公司。公司的宗旨：促进我国餐饮文娱产业的发展，坚持为顾客提供全面服务，为亲友维系和加深情感、组织提升凝聚力尽最大努力，为推动社会和谐发展做贡献。公司经营策略：以普通家庭的套间布局形式为基础，将整个房间布置成以饭厅和客厅为中心的形式，在室内进行餐饮和文娱活动。吸纳本城市的大部分聚会活动，为顾客全面提供餐饮，文娱服务。在淮安发展到一定规模时逐渐向周边城市推广，形成连锁效应。 在实施连锁经营的过程中，我们需要借鉴国内外餐饮娱乐业巨头的商圈策略。进行商圈调查与研究为了得到正确的定位选择，尽量使得我们的营业点能够覆盖城市的大多数人员密集区，比如学校和住宅区。在选择定位过程中，我们将加大品牌宣传力度并且在店铺位置的选择上尽量与商圈战略结合起来：既要考虑餐馆自身的市场定位，也要考虑商圈的稳定度和成熟度。增加营业点是一个循序渐进的过程，我们必须确保新的营业点能够带来足够的收益。相对价值增值：与普通的餐馆酒店不同的是我们开放式的厨房必须更加卫生，这也就可以让顾客参与烹饪，体验制做美食所带来的精神享受；与普通娱乐场所不同的是我们不追求规模，而讲究种类多样化，使得文娱内容丰富多彩；与普通服务业的场所公众化不一样的是我们给顾客提供了一个相对舒适安静，绝对自我中心化的环境。这就是我们给消费者提供的最大化的整体效用所在。公司设施： 公司采用一个总部，多个营业点的布局方式。总部作为公司管理中心和经济核算中心，一个普通的店面完全可以胜任，在总部除普通装修设施外，需要购置办公桌，资料柜等办公用品和各类适用电器；营业点完全按照套间模式改造，主要有：紧邻饭厅的开放式厨房，副食饮品台后靠储物室、面向饭厅客厅，合理布局卡座和卫生间，客厅分为几个娱乐区，两个宿舍式的卧室。整个营业点的装修和家电家具配置按照本地的中等生活水平设置，在平实中追求档次。三、公司服务我公司采用家用套居的形式为有聚会需求的消费者提供高级别的餐饮和多种类的文娱活动，并负责聚会前的联络、策划，提供短期住宿。随着社会的发展和生活水平的提高，人们外出就餐和娱乐的时间越来越多，而聚会作为社会交往的重要方式已经为社会所广为使用。同学会和战友聚会是这类特殊消费人群的情感需要，员工聚餐和亲朋相聚是现代人们为了更好地生活工作的需要。而目前专注于聚会的服务方式还并未产生，所以这方面的市场前景非常可观。我公司除承接聚餐和娱乐外，还可以向顾客提供外出旅游策划陪同，短期住宿等一系列人性化服务。我公司的服务理念是在顾客消费期内，提供全面优质的服务，并且建立起客户管理系统为长远利益做准备。 四、管理方案组织简介：“欢聚怡堂”总部位于淮安市。目前我公司拥有员工16人，其中经理和财务各1名，每个部门2名工作人员，营业点共有3名厨师和3名服务员。我公司采取直线职能制组织结构，既保持了经理上层管理部门的集中统一指挥的优点，各部门又发挥了专业管理的长处，组织结构如下图：经理谘客部策划部财务部管家部服务部服务员厨师注：公司将以同等规模在各个城市开展连锁经营。该结构组织以直线为基础，在谘客部、策划部、财务部、服务部、管家部等设定部门负责人，分别从事专业化的管理与工作指导。同时实行逐级负责制，由经理对我公司资源进行整合，进行资源的优化配置，进行决策与领导，具有高度的统一集中性。人力资源管理对工作人员的良好管理在很大程度上决定了企业的经营成败，尤其是对于像“欢聚怡堂”这样的服务性企业。为了规范“欢聚怡堂”的人事劳资管理，特制定本人力资源管理规则。（详见附录）劳动合同制度我公司的劳动合同严格遵循中华人民共和国劳动合同法拟定，遵照合法原则和平等自愿、协商一致的原则。工薪分配基本方法是“基本工资奖金”。奖金多少按照劳动技能高低、工作责任大小、劳动强度和劳动条件优劣情况。随着生产经营发展和经济效益增长情况，逐步提高员工的劳动报酬和有关福利待遇。福利待遇和劳动保险方面，在劳动合同期间，员工享受统一规定的有关津贴，物价补贴、以及法定的公休节假日和公司规定的职工休假等。劳动纪律方面，员工在劳动合同期间内必须自觉地遵守国家的有关法规法纪、遵守劳动纪律和我公司制定的各种规章制度，如有违纪违章行为，我公司有权按有关厂规厂纪规定给予必要的处罚。财务管理制度为加强财务管理，规范财务工作，促进公司经营业务的发展，提高公司经济效益，“欢聚怡堂”公司根据国家有关财务管理法规制度和公司章程有关规定，结合我公司实际情况，进行财务管理。我公司会计核算遵循权责发生制原则，筹集资金和有效使用资金，监督资金正常运行，维护资金安全，努力提高我公司经济效益。做好财务管理基础工作，建立健全财务管理制度，认真做好财务收支的计划、控制、核算、分析和考核工作。加强财务核算的管理，以提高会计资讯的及时性和准确性。监督公司财产的购建、保管和使用，配合综合管理部定期进行财产清查。按期编制各类会计报表和财务说明书，做好分析、考核工作。财务管理作为我公司经营管理的一个重要方面，我公司财务管理部门对财务管理工作负有组织、实施、检查的责任，财会人员要认真执行会计法，坚决按财务制度办事，并严守公司秘密。根据我公司具体实际情况，我公司的财务管理制度除基本财务管理制度外，还主要针对以下几个方面提出特别高的财务管理要求：物资材料管理制度、原材料管理制度、餐厅