推荐项目计划书英文范文模板 11页Word下载.docx
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二、市场定位Second,marketpositioning
1.选址方面:
明月西餐厅位于学院的美食街内,与连串的快餐店连在一起,但都作为美食街唯一的西餐厅.与其它快餐店所不同的是有更好的就餐环境和更优质的服务。
1Location:
themoonrestaurantislocatedwithintheSchoolFoodStreet,withaseriesoffastfoodtogether,butareastheonlyrestaurantfoodcourtwithotherfastfoodrestaurantsthedifferenceisthatthereisabetterdiningenvironmentandbetterqualityofservice.
2.格调方面:
明月西餐厅为温馨浪漫的风格,为顾客提供优质的服务,给顾客贵族式的享受,力求营造一种幽雅、舒适、休闲的消费环境,引导消费者转变消费观念,向崇尚自然、追求健康方面转变。
2category:
themoonrestaurantiswarmandromanticstyle,toprovidecustomerswithqualityservice,givingcustomers
aristocraticenjoyment,andstrivetocreateanelegant,comfortableandrelaxing
environmentforconsumption,andguideconsumerstochangeconsumerattitudes,toadvocateNaturally,thepursuitofhealthchanges.
3.校园市场环境方面:
校园经济的市场有很广的发展领域,消费者也是很单纯的消费,相对外部市场竞争要小,个体经营单纯,以小投资为主,服务于在校大学生。
3campusmarketenvironment:
Campushasaverybroadmarketeconomydevelopmentareas,consumerspendingisalsoverysimple,relativelyexternalmarketcompetitiontosmall,self-employedsimplytosmallinvestment-based,servicetothecollegestudents.
服务于学生,应该提供最优质的服务,首先,要吸引学生的注意目光,让他们能在最短的时间来光顾本店,所运用的营销方法是多种途径的;
其次,是怎样达到以下营销效果Servingthestudents,shouldprovidethebestqualityservice,firstofall,toattracttheattentionofstudentseyes,sothattheycanintheshortestpossibletimetoshop,andbytheuseofmarketingmethodsareavarietyofways;
secondly,howtoachievethefollowingmarketingeffectiveness
潜在客户Potentialcustomers
现实客户Realcustomers
满意客户Satisfiedcustomers
美誉度Reputation
所运用的营销方法也是多种多样的。
Bytheuseofmarketingmethodsarevaried.
4.SWTO分析4.SWTOanalysis
学院现有一万三千几个师生,调查资料表明他们多消费用于饮食方面占了54.7%,正因如此,饮食也是在学校创业首选之路。
Severalexistingthirteenthousandcollegestudents,thesurveydatashowthatmorethantheyconsumedietaccountedfor54.7percent,whichiswhydietisalsothepreferredway
entrepreneurshipinschools.消费对象比例图如下:
Objectofconsumptionratioisasfollows:
同时在校院里经营西餐厅的SWTO分析图如下:
WhileintheschoolyardrunrestaurantinSWTOanalysisisasfollows:
S:
美食街附近是男生宿舍最聚中的地方,偶尔去美食街的人占了全师生S:
FoodStreetnearthedormtogetherinmostplaces,andoccasionallygotothefoodcourtofthepeopleaccountedfortheentirestudent
W:
大多数学生都习惯了到快餐和学校所设的饭堂就餐,对于西餐厅来说不那么的习惯,但资料表明对西餐厅有兴趣尝试的占了W:
moststudentsareaccustomedtofastfoodandschoolcanteendiningset,itisnotsofortherestaurant
habit,butthedatashowthatthewesternrestaurantareinterestedintryingtoaccountfor
O:
现时有40.2%师生觉得现在学校最缺的服务是就餐环境,而适合明月西餐厅设计是幽雅、舒适、休闲的消费环境,这可表明了,明月西餐厅开业后会有更受欢迎的可能性。
O:
Atpresent,40.2%studentsfeelthattheschoolissorelylackingservicediningenvironment,andsuitablemoondesigniselegantrestaurant,comfortableandrelaxingenvironmentforconsumption,whichmayindicatethatthemoon,theWestwillbemorepopularaftertherestaurantopenedpossibilities.
T:
美食街有众多快餐店和学校内有五间饭堂T:
FoodStreet,therearemanyfastfoodrestaurantsandschoolcanteenswithinfive
三.III.管理理念Managementphilosophy
1.尊重餐饮业人员的独立人格1.Respectcateringstaffindependent
personality
2互相监督:
管理层监督员工的工作,同时员工也可以向上级提出自己的意见或见解2mutualsupervision:
managementoversightstaff,whileemployeescansubmittheirviewstotheirsuperiorsoropinion
3营造集体氛围:
既要上下属感受到西餐厅纪律的严明,也要关怀员工,让员工感受到来自集体的温暖,有利于加强凝聚力,提高工作积极性3tocreatea
collectiveatmosphere:
bothtosubordinatesfeelrestaurantonstrictdiscipline,butalsocaringstaff,sothatemployeesfeelthewarmthfromthecollective,isconducivetostrengtheningcohesion,improveworkmotivation
4.公平对待,一视同仁,各尽所能,发挥才干4treatedfairly,equally,whatever,abilitytoplay
四.Four.产品介绍Products
以西式扒类为主,结合快餐、中西炖汤、中西式局饭、皇牌主食套餐,小食天地、美颜甜品、水吧饮料等来满足消费者的需求:
Western-stylesteak,combinedwithfastfood,ChineseandWesternstew,riceandWesternBureau,Acestaplefoodpackages,snacksworld,beautydessert,bardrinks,etc.tomeetconsumerneeds:
1.推出皇牌主食套餐,经济实惠,例如:
泰汁鸡扒印尼炒饭套餐、青咖喱猪颈肉扒伴意粉套餐、鳗鱼泰汁鸡扒局饭套餐等,各套餐还配有(粟米忌廉汤、油菜、热奶茶或冻柠乐),最适合校园情侣品味。
1ReleaseAcestaplepackages,affordable,suchas:
ThaiSauceChickenIndonesianfriedricepackages,GreenCurryGrilledporkneckwithSpaghettipackages,eelsauceThaiChickenRiceSetbureau,etc.Eachpackagecomeswith(cornbogeyLianTang,rape,hotteaoricedlemonmusic),themostsuitablecampuscoupletaste.
2.西餐结合快餐
(2)combiningWesternfastfood
例如:
扒类(牛扒、猪扒、鸡扒)、各式快餐、各式小食、各种中西炖汤、中西式局饭、粉面类(意粉、米粉等)。
Forexample:
steak(steak,porkchop,grilledchicken),allkindsoffastfood,snacks,avarietyofChineseandWesternstew,riceandWesternBureau,Noodles(pasta,rice,etc.).
3.美颜甜品3beautyDesserts
姜汁鲜奶雪蛤膏炖蛋、金粟南瓜西米露、粟子蓉鲜奶露、椰汁香芋西米露等等,最适合爱美的女大学生品尝。
gingermilkHashimacreamcustard,sagoChloranthuspumpkin,chestnutRongLumilk,coconuttarosago,etc.,themostsuitablesavorthebeautyofthefemalestudents.
4.根据不同的季节制定一些冷饮,热饮,点心、沙拉等4Dependingontheseasonformulatesomecolddrinks,hotdrinks,snacks,salads,etc.
现磨咖啡、花式精致冰啡、香滑奶茶、特式风味茶、天然花茶、精美饮品、鲜榨果汁、雪糕新地、滋润甜品等等。
freshlygroundcoffee,fancyexquisiteicebrown,creamymilk,Typicalflavortea,naturaltea,exquisitedrinks,freshlysqueezedjuices,icecreamsundaes,moistdessertsandmore.
五、市场营销策略V.MarketingStrategy
1.1.品牌策略:
BrandStrategy:
“明月西餐厅”这个店名易记,易读,好听。
"
MoonCafe"
Thisnameeasytoremember,easytoread,nice.“明月”一词可以"
Moon"
couldbe
营造典雅的个性氛围传播快捷,符合目标市场消费者的消费需求。
Tocreateanelegantatmospherepersonalityspreadquickly,inlinewiththetargetmarketconsumerdemand.
而且招牌的字体设计要美观大方,要具有独特性;
易吸引人的注意。
Andsignsfontdesigntoelegant,tobeunique;
easytoattractattention.
2.价格策略:
(2)PricingStrategy:
(1)主要走中低档价格策略,在食品“色”,“香”,“美味”,服务等方面力求尽善尽美,努力给客户最大限度的享受和心理满足。
(A)takethemiddleandlowpricestrategymainlyinthefood,"
color"
"
sweet"
tasty"
services,andstrivetoperfect,andstrivetogiveourcustomersmaximizetheenjoymentandpsychologicalsatisfaction.
(2)针对消费者比较价格的心理,将同类食品有意识地分档,形成价格系列,使消费者在比较价格中能迅速找到自己习惯的档次,得到选购“满足”。
(2)comparepricesforconsumerpsychology,thesamefoodconscioussub-file,theformationofpriceseries,sothatconsumerscancomparepricesquicklyfindtheirownhabitsgrades,getbuy"
tomeet."
3.3.促销策略PromotionStrategy
(1)西餐厅的促销战略应以竞争为导向。
(1)restaurantpromotional
strategiesshouldbebasedoncompetitionoriented.餐厅必须了解竞争对手的情况,比较自己与竞争对手产品和服务的区别,在此基础制定出具体的促销计划和方案,在实施计划的过程中,通过宣扬本餐厅的独特产品或经营风格,树立起鲜明的企业形象。
Restaurantsmustunderstandcompetitors,comparingtheirproductsandserviceswithcompetitorsdistinction,onthisbasis,developspecificmarketingplansandprograms,inthecourseoftheimplementationplan,topromotetherestaurantthroughauniqueproductormanagementstyleandestablishfromdistinctivecorporateimage.
(2)为迎合本餐厅的经营宗旨为:
“著意求新”,促销战略中应包含以下4方面:
(2)Inordertomeettherestaurantbusinesspurposeas:
deliberatelynovelty"
promotionstrategyshouldincludethefollowingfouraspects:
A.A.求新:
我国的西餐厅不但历史久远,而且品种丰富,已初步形成了高、中、低档的格局,冲、泡、蒸、煮、烤、炸、炒,可谓五花八门,一应俱全,但都是多年一层不变的老面孔,消费者对此缺少新鲜感,尤其是文化品味太低,跟不上发展的潮流,因此,要在传统基础上做足做够“新”字文章,增强其吸引力。
Innovation:
ourrestaurantisnotonlyalonghistory,andvariety,hasinitiallyformedahigh,mediumandlow-gradepattern,red,hot,steamed,boiled,grilled,fried,
fried,canbedescribedasvaried,ranging,butalllayerofthesameoldfacesforyears,consumersarelackoffreshness,especiallyculturaltastestoolowtokeepupwiththetrend,therefore,todoenoughhomeworkonthebasisofthetraditionalword"
new"
article,enhanceitsappeal.
B.B.求变:
过去20年,人们以能解决温饱为主,而今天人们则以营养和享受为主,所以,西餐厅也要以变应变,在工艺、烹调、配料上求变来满足人们的口味,一变天地宽,这样才能牢牢抓住消费者,以拓展西餐厅业市场空间。
Andchange:
Inthepast20years,peoplecansolvethefoodandclothingtothemainplacesnowdayspeoplemainlynutritionandenjoyment,sorestaurantbutalsothetransformationstrain,intheprocessofcooking,theingredientsandchangetomeetthetastesofpeople,achangedworldwide,soastofirmlygrasptheconsumersinordertoexpandtherestaurantindustrymarketspace.
C.C.求奇:
要在求新和求变的基础上求奇,同样一个商品,变换一个新名词就能赢得消费者的青睐,我们应该从国外饼干、水果等进入中国市场时的新名词而受到启发,同时,求奇,还表现在西餐厅结合上取长补短,用洋西餐厅的技术改造中式西餐厅,也可以用传统的中国工艺嫁接洋西餐厅,做到出奇制胜。
ANGEL:
Tonoveltyandchange,andonthebasisofANGEL,thesameonecommodity,cantransformanewtermtowinthefavorofconsumers,weshouldlearnfromforeignbiscuits,fruit,etc.intotheChinesemarket,thenewtermwasinspiredMeanwhile,
ANGEL,butalsoinintegratingeachotherwesternrestaurant,WesternrestaurantwithforeigntechnologicalChineserestaurant,youcanalsousethetraditionalChineseartsandgraftingPacificWesternrestaurant,sosurpriseattack.
D.D.求特:
这个特,就是中国特色的特色西餐厅。
Specialrequirements:
ThisfeatureisthespecialtyrestaurantwithChinesecharacteristics.
回望中国西餐厅绝大多数是“一人一把号,各吹各的调”,固守一块阵地,老死不相往来,结果是谁也做不大快上“蛋糕”,有的甚至失传或萎缩了,因此,要尽快选择几个特色西餐厅,上规模,拓市场,强强联合,打造特色品牌,抢占名牌制高点。
LookingbackonthevastmajorityofChineserestaurant"
onepersononenumber,eachblowa
differenttune,"
sticktoaposition,neverincontactwith,whoalsodidnotresultfaster"
cake"
andsomeevenlostoratrophy,so,assoonaspossibletoselectseveralspecialtyrestaurants,onthescale,expandthemarket,powerfulalliances,buildbrandcharacteristics,toseizethecommandingheightsbrand.
(3)促销策
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