【正文】 XX商務(wù)酒店 項(xiàng)目單位 地 址 電 話 傳 真 電子郵件 聯(lián) 系 人 二 OO五年一月 目 錄 1. 摘要 .................................................................................... 4 . 項(xiàng)目公司 .......................................................................... 4 . 市場營銷 .......................................................................... 4 . 營運(yùn)與管理 ........................................................................ 5 . 投資與財(cái)務(wù) ........................................................................ 5 2. 項(xiàng)目規(guī)劃 ................................................................................ 6 . 酒店位置及現(xiàn)狀 .................................................................... 6 . 許可經(jīng)營及法律文件 ................................................................. 6 . 項(xiàng)目總體規(guī)劃 ...................................................................... 6 3. 本市環(huán)境評(píng)估 ............................................................................ 7 . 區(qū)位優(yōu)勢(shì) .......................................................................... 7 . 區(qū)域經(jīng)濟(jì) ......................................................................... 10 . 旅游資源 ......................................................................... 10 4. 酒店行業(yè)概況 ........................................................................... 11 . 酒店業(yè)概況 ....................................................................... 11 . 我國星級(jí)酒店數(shù)量、結(jié)構(gòu)及分布 ................................................ 11 . 我國星級(jí)酒店行業(yè)景氣情況 .................................................... 13 . 我國星級(jí)酒店經(jīng)營情況 ........................................................ 13 . 酒店業(yè) 經(jīng)濟(jì)特點(diǎn) ................................................................... 15 . 屬于資本密集型和勞動(dòng)密集型行業(yè) .............................................. 15 . 對(duì)經(jīng)營管理的要求高 .......................................................... 15 . 酒店業(yè)發(fā)展趨勢(shì) ................................................................... 15 . 旅游行業(yè)整體發(fā)展趨勢(shì)預(yù)測 .................................................... 15 . 酒店業(yè)發(fā)展趨勢(shì)預(yù)測 .......................................................... 16 5. 市場、競爭和項(xiàng)目定位 ................................................................... 17 . 本酒店市場分析預(yù)測 ................................................................ 17 . 本旅游業(yè)基本情況 ............................................................ 17 . 本酒店基本情況 .............................................................. 18 . 本酒店住宿人員狀況 .......................................................... 19 . 本酒店價(jià)格和出租率 .......................................................... 19 . 本酒店市場預(yù)測 .............................................................. 20 . 競爭分析 ......................................................................... 20 . 競爭對(duì)手基本情況 ............................................................ 20 . SWOT分析 ................................................................... 22 . 競爭分析結(jié)論 ................................................................ 24 . 項(xiàng)目目標(biāo)定位。 ................................................................... 25 6. 發(fā)展規(guī)劃 ............................................................................... 25 . 總體設(shè)想 ......................................................................... 25 . 公司發(fā)展戰(zhàn)略步驟設(shè)想 .............................................................. 26 . 完成酒店試營業(yè) .............................................................. 26 . 通過三星級(jí)認(rèn)定、并成為本知名酒店之一 ........................................ 26 . 實(shí)施后樓改造工程，進(jìn)一步提高經(jīng)濟(jì)效益 ........................................ 26 7. 市場營銷 ............................................................................... 27 . 目標(biāo)市場 ......................................................................... 27 第 2 頁 共 47 頁 . 產(chǎn)品與服務(wù) ....................................................................... 27 . 定價(jià) ............................................................................. 27 . 銷售渠道 ......................................................................... 28 . 直接渠道 ................................................................... 28 . 間接渠道 ................................................................... 28 . 公關(guān)宣傳策略 ..................................................................... 28 . 銷售激勵(lì)制度 ..................................................................... 30 8. 營運(yùn)和管理 ............................................................................. 30 . 基本業(yè)務(wù)流程 ..................................................................... 30 . 機(jī)構(gòu)設(shè)置 ......................................................................... 34 . 人員配備 ......................................................................... 35 . 管理團(tuán)隊(duì) ......................................................................... 36 . 遵循的標(biāo)準(zhǔn) ....................................................................... 36 9. 投資與財(cái)務(wù)評(píng)價(jià) ..................................................