火锅店策划书英文版.docx

捞得爽火锅店策划书小组成员组长：吴开组员： 姓名： 曹亚豪 学号：20125227402 姓名： 尚黎明 学号：20125227414 姓名： 陈 波 学号：20125227415 姓名： 金朝君 学号：20125227416 姓名： 康其爽 学号：20125227417Lao de shuang Hot pot shop business planA) Background of the projectThe development of Sichuan Hot pot to today, from the Hot pot variety, grade, size, production, deployment, flavor has diversified characteristics, the rapid development of Hot pot making and provide all engaged in Hot pot consumption enterprises, also caused a great enthusiasm and interest of enterprise and business operators to engage in investment and will produce the Hot pot. But, how to open an authentic Sichuan fish Shuang Hot pot shops, is a not little knowledge.做为捞得爽火锅店，其基本特征与其他餐饮企业有共通之处，即生产、销售、服务、消费为一体。投资者想要从事从事火锅行业，必须认真做好市场调查研究，这样可以了解到人们需要什么类型的火锅，掌握风味、特点、方式、地点、人群等信息，在特定的市场区域，开办具有特色的捞得爽火锅店，以获得稳定而可靠的市场分额。所以说做好前期的市场调查，是开捞得爽火锅店决策或投资的前提。As a good fishing Hot pot shops, its basic characteristics are similar with other catering enterprises, namely, production, sales, service, consumption as a whole. Investors want to engage in Hot pot industry, we must conscientiously do a good job in market research, this can understand that people need what types of Hot pot, to master the information, features, style, flavor, the crowd in the market place, region specific, with the characteristics of a good start fishing Hot pot shops, to obtain stable and reliable market share. So do the preliminary market research, is the premise of open fishing good Hot pot shop or investment decision.由于捞得爽火锅店时常客人满座，因此快速且良好的服务是必须的。从客人一进门的带位、点菜、送菜、教导吃法、整理、结账到送客等等，一点都不可马虎。其中的教导吃法是最特别的地方，由于每一家捞得爽火锅店最吸引人的美味都是不一样的，因此吃的方法也会不同，这时由服务员亲自教导，除了帮助客人外，更加深他们对这间捞得爽火锅店的印象。Because of good fishing Hot pot shops often sold out guests, so fast and good service is a must. From the guest a door with a la carte, send food, eat, teach, finishing, closing to see off and so on, not a bit careless. The teaching method is the most special place to eat, because each a fish Shuang Hot pot shop the most attractive taste is not the same, so eat method will be different, this time by the waiter taught, in addition to help guests, more deep they on the Fishing Song Hot pot shop impression.B) Hot pot Market Surveya) The influence factors on Hot pot Market:1. Influence of economic development on the hot pot. Including the increase in consumer demand for hot pot, hot pot there existing various grades of fish cool hot pot shop structural contradiction, social development and national policies and measures for the development of catering industry plays a destabilizing factors and so on several major aspects of a huge role in promoting, the objective environment changes and consumption of.2. The influence of traditional factors on the Hot pot. Which contains the history of Hot pot, universality, uniqueness, culture etc.3. The influence on the surrounding environment Hot pot. Including the policy environment, such as start-up efficiency departments, functions of the security situation, infrastructure, such as road traffic, parking location, water supply, electric communication network, procurement channels, consumer groups, financial, health, labor and business closely related facilities, such as: whether the preferential measures, tax, and various fees the introduction of talent, rent, etc. there are preferential policies.b) The analysis on the source of investigation:1. Service object analysis：The professional characteristics of consumers: general students and migrant workers, ordinary working-class, and senior white-collar workers, civil servants, their consumption habits and consumption for different grades.消费者的年龄特征；如老年人喜爱清淡型，年轻人偏好重味型等。Age characteristics of consumers; such as elderly people like light, the preference of young people heavy flavor type etc.消费者的性别特征：女性和男性往王对于火锅的锅品、口味轻重、菜品类型等方面都有一定的差别。Gender characteristics of consumers: women and men to the king for chafing dish pot goods, weight, dishes taste type etc have certain difference.消费者的地区和民族特征不同地域、不同民族的人们对于火锅的锅品要求千差万别，应当加以区别。The consumer area and national characteristics in different regions, different ethnic people for chafing dish product requirements vary, should be distinguished.当然，由于火锅的相互渗透性、交杂性，很多火锅已经被改良、创新，适合大多数人的口味，具有共性了，但是对于消费者的分析必不可少。Of course, due to the mutual penetration, hybridity of Hot pot, a lot of Hot pot has been improved, innovation, suitable for the majority of peoples taste, is common, but essential for consumer analysis.2. Analysis of consumer behavior:Consumption is a comprehensive concept, including the consumption level of consumer behavior, consumption structure, consumption patterns and consumption habits.消费水平和顾客的经济承受能力有直接的关系，体现了顾客的支付力和这种支付力相适宜的需求满足，直接表现为顾客选择捞得爽火锅店的档次和类型。There is a direct relationship between the level of consumption and the customers economic capacity, reflects the customers payment capacity and the payment capacity suitable to meet the demand for customer choice, the direct expression of grades and types of Fishing Song Hot pot shop.消费结构是顾客各种消费支出的比例，其开支与职业、年龄、性别、地域民族等因素有密切联系The consumption structure is the customer consumption expenditure ratio, are closely linked to its expenses and occupation, age, gender, ethnic and other factors消费方式有个人、家庭、商务、团体等，不同的消费方式在选择档次与品种方面各有不同Consumption patterns have personal, family, business, organizations, different consumption patterns in the choice of quality and variety are different from each other消费习惯体现在对就餐环境、氛围、品派、风味、经济等方面形成的习惯Consumption habits reflected in the formation of the dining environment, atmosphere, brand, flavor, economic and other aspects of the habit3. Analysis of customer consumption characteristics:Uncertainty: Department of customer is the flow, a small part is determined, so the location要合理。Be reasonable.随机性：顾客数量多、差别大，对火锅的消费具有选择性，因Random: the customer number, difference is big, has selectivity to Hot pot consumption, because此要把握火锅发展动态，及时调整口味，改进创新。This should grasp the developing dynamic Hot pot, timely adjust the taste, improvement and innovation.灵活性：之是由成功的品派所决定，以顾客就餐的频率和回头Flexibility: the success of the brand is decided by the customer, to frequency of eating and back率为标志。Rate of signs.引导性：调整经营策略、成功的广告运做等，都会对顾客的消Guide: adjust business strategy, successful advertising operation and, will be on the customers consumption费产生一定引导。Have a certain guide fee.C) Hot potmarket:a)partition:1.theoperating varieties,drinks,service level,businessspecificaspects of the time,such as traffic conditionsto accuratelygrasp,for comparison oftheir own brandsto enter the market.2.operational.Ifthe marketresults andtheirhuman resourcessuch asnot matching,must give uptoachieve business objectives,re division ofarrhythmia,position.3.stability.Division of the market,as long as consistent withtheactualbold,formulate a long-term plan,the occupation ofarrhythmia.b) classification：1.the geographical position;regionalHot potshophas a great impact on thebusiness,to fully understand theHot potgeographical factors.The same region,differentstores andpot goodsservices in differentconsumer groups,and the samestores andpot goodstodifferent regions ofthe 3will change.2.the classification of the populationaffected:residential,cultural,religious,ethnicand other factorsof people,toHot potconsumptiondifferences,differentvarieties,grades,tohaveto.Different levelsof consumer groups,grades,varietiesofdifferent requirements.3.customer segmentation: in addition toconsider the customersoccupation,income,but alsoanalyze itsmotivation,is the traditionalmanaging form,economic benefitsfor,towards a newimpulseshape,orluxurypublicityform,obtain actual effect.4.analysis ofcustomerbehavior:forvisitors,guests,flowfit,new guestand so on,thisandHot potshopquality service level,the trust of customersand other relevant.D) Hot potMarketPositioning a）analysisHot potof market positioning:has a different standard:According to thegradesof high middle and loworluxurystorestyle shopspopularshopself-help shopetc.According to the functioncharacteristicsHot potfast foodHot potsmallHot potof nourishingHot pot.According to thesourceof MongoliaSichuanHot potHot potcourtHot potoldHot potetc.According to theoperatingbrandHot potrestaurantHot potbuffetHot potHot pot.Before the shopaccording to thesestandards,combined with its own characteristics,to choose their ownvariety of business.b) the price localization:one of the important factors affecting thebusiness,in otherconditions are ripe,price is the deciding factor:1.the level of integrationof law:in the early opening,greet customerswith highqualityHot pothigh level service,lowprice,can quickly winthe customerto establish the image ofopen situationrealize normaloperation.2.the highstarting point ofknotlegitimate;high benefitis highto high-gradeenvironment with highquality high gradedecorationof high level serviceto attract highlevels ofcustomer.The risk is bigprofitsalsoenter benign loopafter thebenefits are great.3.brandmonopoly Law:uniquepot materials,unique formula,the patentHot potproducts,available highpricemanagementHot pot,buttheflavorvarietiesto remain unchanged.4.the popularizationof law: themassHot pot variety, popular price supply, mainlyto small profits but quick turnover.E） The type of hot pot restaurants: We decided to use mass: Mass hot pot is hot pot restaurants in the main force, its largest. Operating a single, raw materials mainly to medium-low, acceptable flavor to our Henan peoples tastes. This type of hot pot with its own characteristics, the difference between sizes, grades, service, each with its own position in the customer profile, and have their own unique features, affordable close relationship with hot pot at lower costs and popularity of flavored, with turnover high rate of seat. Popular pot shops have prices combined with the popular, diverse and flexible modes of operation, service consumers, management methods combine their actual characteristics. F）Hotpot restaurant management forms: We decided to adopt the partnership: This type of hot pot is several persons respectively, or out of technology, equipment and operating space, money, hot pot store in United and conduct business. In operating Shang General also not by other catering Enterprise contain, encountered various difficult problem, by partner consistent consultations solution, its advantages has: in reached operating consensus of premise Xia, solution opened shop encountered of as funds, and technology, and operating varieties, problem, can played respective advantage, solidarity mutual, formed Heli, can mutual restricted, cover insufficient of at, established supervision mechanism, and market contact close, information more, can at any time adjustment operating varieties, grasp market dynamic, tightly with consumption needs. Its shortcomings; partner, likely to give rise to contradictions and disputes, one of irresponsible or out of partnership business will be easily affected, resulting in direct economic losses. Therefore to take a partner operating hot pot restaurant, you need to arrive at a common business sense, have a high quality, the development of a partnership agreement, clear responsibilities and rights and profit distribution, and so on.G）Hot potshop:Regional factors：1.Hot potstorelocation:In the sitebefore,must choose aconvenientoperation anddevelopment of the region,which is thelocationof the premise,in the siteshould consider thefactors ofeconomic development evel,culture and educationinfluence,market competition situation,planning andlocationcharacteristics,software and hardwareenvironment is superiorin all aspects of.2.hot potrestaurant locationprinciple: The firstis to determine theservice object.According to theHot potstorelocation,determinethe correspondingfacilities andequipment,then choose your ownbusiness grade,in determining theHot potvarieties; Secondto implement theprinciple of proximity.That is to say,the traffic convenience,from easyand convenientto enter.The smooth roadis located inornear the business district,economicand cultural areas,development zone,easily accessible,the customer, Thirdenvironmentalsupport in place.The external environmenttothe formation of climate,hot pot restaurantscateringtoothermixedoperation,such asa street food,hot pot city,while promotingtheir comprehensivefacilities,a variety ofbusinesscombination,the formation of scalebenefit. Fourthforecastprofits,opened in theformermust be combined witha variety of factors,salesandgross profitfor a certain period ofanalysis,prediction ofprofitand benefit.In additioncan also determinethe choice of shopswith experience.3.the hot pot shoplocationandlayout: Determine thelocationprinciple,in the implementationaccording tothe following points:the choice of localgathering place,population,traffic convenient places,commercial outletsfocusedthe specific location,counterpartsgathered,specialport,the layoutshould also take into accountthe following ideas:scalability,aggregation,competitive,industrycoordination.H）Hot potshop decoration;Decorationdesign ofhot pot restaurants,fromdifferenthot pot restaurantreality,to measureto architectural style,hot potgrades,geographical locationand other factors,in order to attract customers.The overallstyle of the decorationof each are not identical,butshould avoidthe followingproblems;one is thehot pot shopmonotonic structure,two is theshopair turbiddamp,three is tostorethe tablefrom the small,fouris the environmentalspace to suppress,fiveis the lack oforiginalitydistinctivedecoration.I）personnelmanagementa)constituteHotpotstorestaff:1.management:includingthelobbygeneralmanagertheforemanonthesizeandgradeasthemainformofenterprisepersonnelHotpotalsocomprisesageneraldirectorofplanningdepartmentmanagerofthemarketingdepartmentmanageroffinancialdepartmentmanagerlogisticmanager.2.thekitchenstaff:teachers,includingHotpot,snacks,blockdivisionpostHotpot,colddish,Hollywood,workersetc.3.servicepersonnel:includingcustomerservicestaff,KitchenAttendants,cleaningstaff,securitystaffetc.b）Hotpotstorestaffmanagement：1.aclearmanagementrange,managementleveltodetermine;2.theimplementationoftheprofessionaldivisionoflabor,toHotpotbusinesscenter;3.adheretotheunityofcommandresponsibility,combination;4.tomeetthestreamlined,effective,unified,coordinatedrequirements;5.payattentiontoserviceskillsandserviceefficiency.J）HotpotshopssupplymanagementsystemHotpotsupplymanagement,isthemainrawmaterialandHotpotsoupbrinemanagement,andmanagementofrawmaterialsincludingrawmaterialsprocurement,acceptance,storage,issuanceofwork.a)theprocurementmanagement:1.purchasingistheprimarylinkHotpotbusiness,mustfollowthefollowingbasicrequirements:Varietiesofmarketable,whichmustdetermineitsvarietiesaccordingtotheneedsofcustomerdemandandHotpotproduction,toensurethatthemarketableHotpot.2.excellentquality,namelyqualitymustbestrictlyagoodgraspofproductrawmaterialoff,3.thepriceisreasonableHotpotmaterialhasthecharacteristicsofdiversityandlocalism,differentmarketsandsourcesofsupplypriceisnotthesame,differentseasons,differentarea,thepriceisdifferent,therefore,theprocurementpersonnelshouldtimelyunderstandingofthemarket,reducethecostofprocurement,fromHotpotshopandreduceproductioncost.4.theproperquantity,mustinsisttoQinintothefastpin,apinintotheprinciple,dothesellinginto,marketablebatchenternotinto,slow-moving.5.thearrivalofthegoodsatthetime,withacertaindegreeofrandomnessHotpotvariety,dailyproductionandsalesvolumearedifficulttopredict,therefore,inordertoensurethenormaloperationoftheHotpot,rawmaterialsprocurementtowithtowith,timelysupply.b）storagebusinessmanagement;1.toensureadequatestorageofrawmaterials,reasonable.StorageisontheonehandtoHotpotshopservice,storageofrawmaterialstothevarietyandquantityenough,toensurethecontinuityandstabilityofoperation,rawmaterialinventoryreservesmustbemaintainedabovethestandardmustbeabletoaccomplishthereceptionservice,maintainuninterruptedoperation,economicandreasonable.2.controlthestorage,thestorageofrawmaterialsHotpotcannotbetoomuch,otherwiseitwillcauseabacklogandwaste,therefore,Hotpotshopmustcontrolthestorageofinvestment,ensurethereasonablereservequota.3.theguidanceofrawmaterialpurchaseandsale,tobeintheprocessofstorage,atanytimetounderstandtheconsumptionofrawmaterials,andaccordingtotheactualsituationpromptlyproposedprocurementadviceorrecommendations,tosupplementtheupdatedmaterial,andtimelyprocessingofrawmaterialsinventoryretention.4.controlinventoryshortagesdamaged,itsprimarytaskistoensurethesafetyandhealthoftherawmaterialinventory.Andmaintenanceof5,dailycare,shallpreparerawpartitionstorage,numbering,executingFoodSanitationLaw,adheretotheisolationsystem,masterthetemperatureandhumidity,strengthenprotectiontoraise,doagoodjobcleaningandpestcontrol,microbialinvasion,establishaccountcard,takestockoftheregularworkoffiveaspects.6.adatabasemanagement,foodrawmaterialsdatabasemanagementtoeffectivelydothefollowing;oneistoinsistonticketdeliverywa