毕业综合实践调研报告
课题名称：小火车主题餐厅
系部：经贸管理系
班级：电商10D1班
姓名：吴焱鲁静徐苗诸昊杰
学号：19 09 21 35
指导教师：周芳
2012 年 11月 8日
摘要
当今，在汇集众多餐饮经营业态的中国餐饮业，采用“主题餐厅”经营方式的餐馆渐渐多起来了。现在，在上海已经有一家小火车主题餐厅了，而苏州地区还未出现，所以，我们想在苏州开设第一家小火车主题餐厅，这样才可以更早的走进每个顾客的心理，先不管菜品如何，首先他的装修风格以及突出的主题就可以吸引顾客，相信每位顾客都是有好奇心的，在好奇心的驱使下他们会先尝试，这也是一种机会；其次就是质量，如果我们的菜品卫生、新鲜、健康，我相信顾客还会再来光顾，最后是价格定位，根据每个人的消费观制定中、高、低档的食品，可以让每位顾客都享受到我们小火车餐厅美味；还有就是服务的质量了，要让给每位顾客来到本餐厅都想回到了家一样温馨。小火车主题餐厅还会给人一种错觉，就是“我们在路上”，因为火车一直在行驶中为顾客送上美味佳肴，所以他们会有一种感觉就是他们也在行驶过程中，在行驶过程中可以品尝到美味也不失为一件美事。据此，我们锁定在苏州吴中区SM广场，成立一家名叫“小火车主题餐厅”。
【关键字】小火车主题餐厅餐饮营销策划
Abstract
Nowadays, in bringing together a number of catering industry catering industry in China, the " restaurant " mode of operation of the restaurant became more and more. Now, in Shanghai has a small train theme restaurant, Suzhou area has not appeared, therefore, we want to set up in Suzhou, the first a small train theme restaurant, only in this way can earlier into every customer's psychology, regardless of how the first dish, his style of decoration and highlight the subject can attract customers, to believe that each customer is curious, curiosity they will first try, this is also a chance; the second is quality, if our food health, fresh, healthy, and I believe that customers will return, finally is the price positioning, according to each person's consumption concept development, high, low-grade food, can let each customer to enjoy our little train restaurant delicious; there is the quality of the service, to give each customer to come to this restaurant want to come home warm. Small train theme restaurants will give a person a kind of illusion, is " on our way ", because the train was running to deliver delicacy, so they will have a feeling that they are also in the running process, in the process of moving can taste delicious is a beautiful thing. Accordingly, we are locked in Suzhou Wuzhong District SM square, was founded a company called " little train theme restaurant ".
【Keywords】Small train theme restaurant Catering Marketing planning
目录
第一章项目摘要 (5)
一、项目选择原因及计划 (5)
（一）项目选择原因 (5)
（二）项目计划 (6)
二、市场分析 (6)
（一）经营理念 (6)
（二）市场定位 (6)
第二章产业背景及项目描述 (7)
一、产业背景 (7)
（一）地理环境优良 (7)
（二）餐饮业背景 (7)
（三）项目描述 (7)
二、发展前景 (8)
（一）选址 (8)
（二）独特的口味和特色汤料 (8)
（三）硬件设施新颖独特 (8)
（四）政策环境优越 (8)
1.资金支持 (8)
2.后援团队支持 (8)
三．产品和服务介绍 (8)
（一）菜品展示 (9)
第三章市场调查与分析 (9)
一、调查目的 (9)
二、调查方法与对象 (10)
三、调查时间 (10)
四、样本分布 (10)
五、调查结果与定性分析 (10)
（一）市场的分布情况 (10)
（二）竞争分析 (10)
（三）行业SWOT分析 (11)
1.优势（Strength）分析 (11)
2.劣势（Weakness）分析 (11)
3.机会（Opportunities）分析 (11)
4.威胁（Threats）分析 (11)
（四）市场发展趋势 (11)
第四章项目发展战略 (12)
一、选择地点 (12)
二、装修配置 (13)
三、员工 (13)
（一）招聘人员 (13)
(二)人员培训 (14)
四、营销战略 (14)
