【正文】 項(xiàng) 目 計(jì) 劃 書(shū) 項(xiàng)目名稱(chēng) 半 島 商 務(wù) 酒 店 （平湖店） 地 址 浙江省杭州市登云路 510 號(hào) 西城時(shí)代廣場(chǎng) 2 幢 516 電 話 18657108830 網(wǎng) 站 電子郵件 聯(lián) 系 人 周偉 平 二 O 一 0 年七 月 目 錄 1. 摘要 .......................................................................................................................................4 . 項(xiàng)目（平湖店） ...........................................................................................................4 . 營(yíng)銷(xiāo)策略 .....................................................................................................................5 . 營(yíng)運(yùn)與管理 ..................................................................................................................6 . 投資與財(cái)務(wù) ..................................................................................................................7 2. 平湖市環(huán)境評(píng)估 .....................................................................................................................8 . 區(qū)位優(yōu)勢(shì) .....................................................................................................................8 . 自然情況 ...........................................................................................................8 . 氣候特點(diǎn) ......................................................................................................... 10 交通情況 ........................................................................................................... 10 . 區(qū)域經(jīng)濟(jì) ................................................................................................................... 11 . 旅游資源 ................................................................................................................... 11 3. 管理團(tuán)隊(duì)和管理組織情況 ..................................................................................................... 12 . 酒店的管理機(jī)構(gòu) ......................................................................................................... 12 . 主要股東、關(guān)鍵的雇員等各部門(mén)的構(gòu)成等情況 ................................................. 12 . 酒店管理團(tuán)隊(duì) .................................................................................................. 12 . 酒店所屬管理公司 ..................................................................................................... 12 . 公司部門(mén)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(xiāo) .............................................................................................................................. 21 . 目標(biāo)市場(chǎng) ................................................................................................................... 21 . 產(chǎn)品與服務(wù) ................................................................................................................ 21 . 定價(jià) .......................................................................................................................... 21 . 銷(xiāo)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(xiāo)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(xiāo)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 ............................................................................................