| Thanks to the sustained and stable development of the economy,the standard of living and consumption are rising,people’s consumption demand and consumption level of foods are gradually increasing,making the catering industry of China continue to maintain an impressive growth momentum.At the same time,the catering industry has also changed along with changes in national policies and consumer spending patterns,in particular,the development of the Internet and mobile Internet has led to an extension of the industry boundary of the catering industry.The scope of catering has also expanded due to the influence of the Internet.The era has given the catering industry greater imagination and opportunities.Hunan Cuisine,has experienced two thousand years of development from the Warring States period to the modern age.It has become one of China’s eight major cuisines and is well received by diners nationwide.In recent years,a series of representative chain Hunan enterprises have also emerged.Their development history has brought inspiration and new ideas for Hunan cuisine companies.It is witnessed the development and opportunities of the Hunan cuisine industry.This business plan takes"Xiang 3" catering as the research object,formulates a detailed guide,and starts planning a new "Internet+" restaurant brand with Hunan cuisine as its entry point from the Changsha area.This business plan uses the "Xiang 3" restaurant as a research object,and conducts analysis by conducting researchon other companies,field surveys,and data calculations.The article firstly elaborated the background of the topic and research methods;secondly,it introduced the project overview,including dishes and services;and thirdly,through the integrated use of PEST Analysis and Michael Porter’s five-force model analysis of industrial competition and SWOT analysis and other strategic analysis theories and methods,conducted a systematic analysis and research on the internal and external catering environment of "Xiang 3," and defined the market positioning and development strategy of "Xiang 3”.Based on this,it has formulated the corresponding pricing and marketing strategies,focusing on the highlights of the project through online marketing,promotingbrandand increasing the visibility;Fourthly,described the physical storefront plan of the project;Fifthly,measured and analyzedthe financial costs of the project,such as input costs,expected income and other financial issues.Finally,the project’s risk assessment and corresponding preventive measures were explained.This article analyzed the above methods,and believes that although catering is a competitive market in the Red Sea and the industry is very fierce,the catering market is in a period of upgrading consumption.And with the addition of Internet properties,the catering industry is radiating new vitality,there is an opportunity to refresh and reshuffle the catering consumption of Hunan cuisine.Therefore,the "Xiang 3" project targeted asa internet+ Hunan caterint brand,mainly facing the young people affected by the Internet to provide exquisite Hunan cuisine and service experience,using new network marketing methods for brand communication,building brands through brand communities.The project has a short static payback period,a high return on investment and controllable risks.It is an investment project with promising prospects. |
