第一章 概 要 ········································1 第二章 公司概述

一、公司名称 ········································2 二、公司宗旨 ········································2 三、公司理念 ········································2 四、公司标识 ········································2 五、主营业务 ········································3 六、经营特色 ········································5 七、经营理念 ········································5 八、公司组织结构及职责范围····························6 九、相对价值增值······································7 第三章 产品与服务

一、餐厅主题··········································8 二、餐厅特色设计······································8 三、餐厅产品与服务···································10 第四章 市场分析

一、市场描述·········································11 二、市场定位·········································11

三、优势分析·········································13 四、消费者需求分析···································14 五、市场拓展计划·····································16 第五章 竞争分析

一、竞争描述·········································18 二、波特的五力竞争分析·······························18 三、项目可行性简析···································23 四、竞争策略·········································25 第六章 营销战略

一、营销战略·········································27 三、广告投放·········································33 第七章 投资分析

一、股本规模与结构···································34 二、资金来源与应用 ··································34 三、投资收益分析·····································34 第八章 财务分析

一、财务假设··········································36 二、公司营运能力分析·································· 43 第九章 风险与规避分析 一、内部风险··········································44 二、市场风险··········································44 三、应对措施··········································44 第十章 风险投资退出方式 一、协议转让··········································46 二、清算··············································46 第十一章 附件

一、餐厅动漫特色创意类菜单····························47 二、团队成员介绍······································52 三、动漫主题餐厅市场情况调查问卷······················56 四、芜湖市动漫政策····································60

“江淮和悦杯”第五届安徽省大学生创业计划大赛作品

第一章 概要

“消费者无论购买什么，都在其中寻求娱乐成分，因此未来多数产业成功的关键在于能否成功地和娱乐相结合，既是人性使然，同时也是在高压、快捷、多元的现代生活之下人们寻求符合自身个性的更简洁轻松的生活方式。”

——美国学者沃尔夫对“娱乐经济”的论述

一、项目背景

休闲餐饮(Casual Dining)，在西方是一种以“休闲、舒适、情趣、品位”为主题的餐饮模式。从目前国内发展情况看，随着人民生活水平的提高及劳动时间的缩短，休闲已逐渐成为人民生活的必需，主题餐厅正是餐饮业适应休闲消费需求的一种体现，成为国内餐饮业的发展的一个新趋向。主题餐厅是通过一个或多个主题为吸引标志的饮食场所，希望人们身临其中的时候，经过观察和联想，进入期望的主题情境，亲临虚拟情境，重温特定历史，体验主题文化。主题餐厅的出现并非偶然，而是基于一定的社会条件，包括成熟的餐饮行业环境、竞争加剧的市场态势和成熟的、理性的消费对象等。

随着主题餐厅在国内日渐的兴起，休闲餐饮业与其他产业的融合点越来越多，动漫产业就是其中一个很好的切入点。同时，现今中国动漫产业也在各地发展得风生水起。动漫产业以创意为核心，以动画、漫画为表现形式，包含图书、报刊、影视音像制品、舞台剧等产品开发、生产、发行以及与动漫主题有关的服装、玩具、电子游戏、主题公园等衍生生产和经营的产业。

毫无疑问，在休闲餐饮与动漫产业的市场潜力不断迸发的大趋势下，动漫主题餐厅必将是一个休闲餐饮与动漫产业链条上的新增长业态，引领中国餐饮新风尚。

据不完全统计，目前国内约有主题餐厅百余家，其中动漫主题餐厅20家，主要分布在北京、广州、天津、杭州等一线城市，并且逐步向郑州、漳州等二三线城市扩散。

在此大背景下，以芜湖地区喜爱动漫与美食的学生、上班族等消费群体为主要目标市场，以境内外动漫文化为主要辅助经营内容的，致力

芜湖哆啦咪动漫欢乐餐饮公司

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