总经理：钟慧人力资源经理：李敏餐饮部经理：何丹营销部经理：汪俊东财务部经理：张晖目录第一章概要········································1第二章公司概述一、公司名称········································2二、公司宗旨········································2三、公司理念········································2四、公司标识········································2五、主营业务········································3六、经营特色········································5七、经营理念········································5八、公司组织结构及职责范围····························6第三章产品与服务一、餐厅主题···········································8二、餐厅特色设计·······································8三、餐厅产品与服务····································10第四章市场分析一、市场描述··········································11二、市场定位··········································11三、优势分析··········································13四、消费者需求分析····································14五、市场拓展计划······································16第五章竞争分析一、竞争描述··········································18二、竞争分析··········································18三、项目可行性简析···································23四、竞争策略·········································25第六章营销战略一、营销战略··········································27三、广告投放··········································33第七章投资分析一、股本规模与结构····································34二、资金来源与应用··································34三、投资收益分析·····································34第八章财务分析一、财务假设···········································36二、公司营运能力分析··································43一、计划摘要1.项目背景休闲餐饮(CasualDining)，在西方是一种以“休闲、舒适、情趣、品位”为主题的餐饮模式。从目前国内发展情况看，随着人民生活水平的提高及劳动时间的缩短，休闲已逐渐成为人民生活的必需，主题餐厅正是餐饮业适应休闲消费需求的一种体现，成为国内餐饮业的发展的一个新趋向。主题餐厅是通过一个或多个主题为吸引标志的饮食场所，希望人们身临其中的时候，经过观察和联想，进入期望的主题情境，亲临虚拟情境，重温特定历史，体验主题文化。主题餐厅的出现并非偶然，而是基于一定的社会条件，包括成熟的餐饮行业环境、竞争加剧的市场...
