| With the implementation of the reform and opening up policy in China,the economy has achieved rapid growth.As a traditional service industry in China's tertiary industry,the catering industry has also achieved rapid development.With the steadily increasing urbanization process and the income of residents,the consumption level of people has also increased rapidly,and the demand for eating out has increased significantly.In the popular catering,fast food is more adaptable to people's increasingly accelerated life rhythm,while catching up with the development wave of information technology such as mobile Internet,so the momentum of development is particularly rapid.We take the “private kitchen” Chinese fast food project near the university as the research entry point,and analyze the project organization and management,market environment,market positioning and marketing strategy,finance and project risk,and “private kitchen”.The project carried out a more comprehensive planning and evaluation,and formed a business plan to facilitate investors to have a general understanding of the project,so as to obtain more financing opportunities.The project plans to use the pasta series as the main business product,featuring DIY,while operating offline,with the help of mobile internet technology trends and online marketing.Through market environment analysis,it was determined that the “private kitchen” project should adopt a differentiated market competition strategy.Market research indicates that the market de mand for this project is large,and the customer base is mainly college students.Many people are willing to try DIY when they have dinner with friends,thus developing a targeted marketing strategy.Through the financial analysis of the project,the cost and expenses of the restaurant in the first year of the establishment of the restaurant are relatively large.In the following years,with the stable development of the restaurant,the profitability is good and the payback period is short.In addition,we also analyzed the various risks that may be faced in the operation of the “private kitchen” project,and proposed corresponding evasive measures to ensure the smooth implementation of the project.Among them,cost risk and food safety risk may be the biggest factors.We should establish long-term cooperative relationship with honest suppliers,establish a strict procurement system,strengthen internal management,and strictly control the quality of food.Overall,the project has a large target market population and a clear profit model,with certain innovation points.Under the current market environment and mobile Internet trend,it has good feasibility and development prospects and has investment value. |
