【正文】 .....................................10 國(guó)餐飲行業(yè)的發(fā)展趨勢(shì)..................................................................................................................................12 外部環(huán)境分析 .........................................................................................................................................................13 政治、法律因素..............................................................................................................................................13 經(jīng)濟(jì)因素..........................................................................................................................................................14 社會(huì)因素..........................................................................................................................................................15 技術(shù)因素.........................................................................................................................................................15 本章小結(jié) .................................................................................................................................................................15第三章 市場(chǎng)與競(jìng)爭(zhēng)分析 ................................................................................................16 市場(chǎng)分析 ................................................................................................................................................................16 競(jìng)爭(zhēng)分析（五力模型分析） ................................................................................................................................16 直接競(jìng)爭(zhēng)者.....................................................................................................................................................17 替代者.............................................................................................................................................................18 購(gòu)買者.............................................................................................................................................................19 供應(yīng)商.............................................................................................................................................................19 潛在的進(jìn)入者.................................................................................................................................................19 定位目標(biāo)市場(chǎng) ........................................................................................................................................................19 SWOT 分析 .........................................................................................................................................................19 優(yōu)勢(shì)..................................................................................................................................................................202 / 41 劣勢(shì)..................................................................................................................................................................20 機(jī)會(huì)..................................................................................................................................................................20 威脅..................................................................................................................................................................21 公司競(jìng)爭(zhēng)戰(zhàn)略的選擇 .............................................................................................................................................21 差異化戰(zhàn)略.....................................................................................................................................................21 目標(biāo)集聚戰(zhàn)略..................................................................................................................................................22 戰(zhàn)略描述..........................................................................................................................................................22 本章小結(jié) ................................................................................................................................................................22第四章 市場(chǎng)營(yíng)銷策略 ......................................................................................................23 目標(biāo)客戶群 .............................................................................................................................................................23 組合營(yíng)銷策略 ........................................................................................................................................................23 產(chǎn)品策略..........................................................................................................................................................23 定價(jià)策略.........................................................................................................................................................24 銷售方式和分銷策略......................................................................................................................................24 促銷策略..........................................................................................................................................................24 本章小結(jié) .................................................................................................................................................................25第五章 運(yùn)營(yíng)管理與管理團(tuán)隊(duì) ...........................................................................................26 運(yùn)營(yíng)模式 .................................................................................................................................................................26 選址 .........................................................................................................................................................................26 內(nèi)部功能分區(qū)和裝修 ....................................................