导　　师： 沙振权

学科专业： 020205

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 酒店业飞速发展,但原本应与之并驾齐驱甚至领先一步的酒店用品业却远远拉在后面,为了酒店业的健康发展,为了酒店用品业的迅速成熟—产业需要领跑者!沿着酒店用品业发展的轨迹望去,它已经走过了第一代,第二代……第一代,专业市场尚未出现,以零散商家需求为主,同类商家逐渐聚群,开始集中销售,呈现出点对点的市场外交易,这一阶段称之为酒店用品专业市场的初级阶段;第二代,随着酒店业的不断发展,零散商家需求越来越多,逐渐形成群聚效应,专业市场日渐形成并发展,并开始逐渐衍生出各种功能配套,也就是目前的酒店用品专业市场,这一阶段,我们称之为中级阶段;而如今,我们应该站在行业的角度,全程服务于整个酒店行业,不仅做全面的批发商、更要做完备的服务商;不仅要赢得市场,更要领航行业……这就是本项目的形象定位!背靠全国酒店业最发达的城市之一东莞,现有规模13万㎡,储备用地180亩,且项目本身深得政府支持。作为东莞首个专业酒店用品批发市场的倡导者,一直致力于酒店用品的打造和推广。 本商业计划书通过对本项目所处行业背景、市场前景、市场营销等进行调查分析,就酒店用品市场的现状和未来发展趋势,结合项目实际情况进行了宏观、微观和竞争分析;再进行项目定位,拟定营销方案;并运用相关的数据和经济学理论进行财务分析和风险评价,综合论证本项目在技术上是先进、实用和可靠的,在经济上是合理的,在财务上有较好盈利;从而证明了本商业计划切实可行。 The hotel industry has seen rapid development, but was supposed to keep pace with even one step ahead of hotel equipment industry lags far behind in Rafah, to the healthy development of the hotel industry, hotel equipment industry to the rapid maturity industry leader needs!Hotel equipment industry development along the track looking, it has gone through the first generation, the second generation ... the first generation, the professional market is not there to scattered demand mainly businessmen, clusters of similar businesses gradually began on sales, showing a point to point market transactions, at this stage called the hotel supplies market in the initial stage;The second generation, with the continuous development of the hotel industry, businesses demand more and more fragmented, gradually forming cluster effect, the market gradually formed and professional development, and began to derive a variety of supporting functions, the hotel is currently supplies professional market this phase, which we call the intermediate stage; Now, we should stand in the industry point of view, the whole service to the entire hotel industry, not only do comprehensive wholesalers, more complete service providers do not only want to win the market, but also pilotage industry ... This is the image location of the item ! our proximity to the hotel industry one of the most developed cities of Dongguan, the existing scale of 130,000㎡, reserve land 180 acres, and the government's support for the project itself well.. As the first professional hotel in Dongguan supplies wholesale market advocates, has been working to build the hotel supplies and promotion. The present business plan for this project through which the industry background, market prospects, such as marketing analysis of the survey, hotel supplies on the market, the current situation and future development trends, combined with the actual situation in the project carried out macro, micro and competition analysis; re positioning project , To develop marketing programs; and the use of relevant data and economic theory of financial analysis and risk assessment, a comprehensive appraisal of the project is technically advanced, practical and reliable, economically reasonable and financially better profit ; In order to prove the practical business plan.

关 键 词： 商业计划书 酒店用品行业 亚太国际酒店用品市场 项目定位 财务评价

分 类 号： [F724.1]

领　　域： [经济管理]