【正文】 ................................................. 12 . 酒店管理團(tuán)隊(duì) .................................................................................................. 12 . 酒店所屬管理公司 ..................................................................................................... 12 . 公司部門設(shè)置 .................................................................................................. 13 . 酒店管理學(xué)院 .................................................................................................. 13 4. 市場(chǎng)、競(jìng)爭(zhēng)和項(xiàng)目定位 ......................................................................................................... 13 . 本地酒店市場(chǎng)分析預(yù)測(cè) .............................................................................................. 13 . 本地旅游業(yè)基本 情況 ....................................................................................... 13 . 本地酒店基本情況 ........................................................................................... 14 . 本地酒店住宿人員狀況 .................................................................................... 14 . 本地酒店價(jià)格和出租率 .................................................................................... 15 . 本地酒店市場(chǎng)預(yù)測(cè) ........................................................................................... 16 . 競(jìng)爭(zhēng)分析 ................................................................................................................... 16 . 競(jìng)爭(zhēng)對(duì)手基本情況 ........................................................................................... 16 . SWOT 分析 ........................................................................................................ 18 . 競(jìng)爭(zhēng)分析結(jié)論 .................................................................................................. 20 . 項(xiàng)目目標(biāo)定位 ............................................................................................................ 20 5. 市場(chǎng)營(yíng)銷 .............................................................................................................................. 21 . 目標(biāo)市場(chǎng) ................................................................................................................... 21 . 產(chǎn)品與服務(wù) ................................................................................................................ 21 . 定價(jià) .......................................................................................................................... 21 . 銷售渠道 ................................................................................................................... 22 . 直接渠道 ......................................................................................................... 22 . 間接渠道 ......................................................................................................... 22 . 公關(guān)宣傳策略 ............................................................................................................ 22 . 初步銷售策略 ............................................................................................................ 23 . 客房業(yè)務(wù) ......................................................................................................... 23 . 餐飲業(yè)務(wù)（暫時(shí)不考慮自營(yíng)、采取承包合作共盈） .......................................... 24 . 提高回頭率的措施 ........................................................................................... 24 . 銷售激勵(lì)制度 ............................................................................................................ 24 6. 營(yíng)運(yùn)和管理 .......................................................................................................................... 25 . 基本業(yè)務(wù)流程 ............................................................................................................ 25 . 營(yíng)運(yùn)管理初步計(jì)劃 ..................................................................................................... 25 . 服務(wù)項(xiàng)目和基本設(shè)施安排 ................................................................................ 25 . 建立并 實(shí)施完善的質(zhì)量標(biāo)準(zhǔn) ............................................................................. 26 . 建立并實(shí)施完善的財(cái)務(wù)內(nèi)控制度 ...................................................................... 27 . 人員配備 ................................................................................................................... 29 . 管理團(tuán)隊(duì) ................................................................................................................... 29 . 遵循的標(biāo)準(zhǔn) ................................................................................................................ 29 7. 投資與財(cái)務(wù)評(píng)價(jià) ................................................................................................................... 29 . 項(xiàng)目實(shí)施計(jì)劃進(jìn)度 ..................................................................................................... 29 . 投資估算 ................................................................................................................... 29 . 收入、成本費(fèi)用及利潤(rùn)預(yù)測(cè) ....................................................................................... 30 . 住宿收入預(yù)測(cè) .................................................................................................. 30 . 物業(yè)租賃收入預(yù)測(cè) ........................................................................................... 31 . 總收入預(yù)測(cè) ..................................................................................................... 31 . 現(xiàn)金流量預(yù)測(cè) ............................................................................................................ 31 . 財(cái)務(wù)評(píng)價(jià) ................................................................................................................... 32 8. 風(fēng)險(xiǎn)與對(duì)策分析 ................................................................................................................... 33 . 風(fēng)險(xiǎn) .......................................................................................................................... 33 . 客源影響帶來的風(fēng)險(xiǎn) ....................................................................................... 33 . 人力資源風(fēng)險(xiǎn) .......