市场销售计划模板

1. OVERALL SUMMARY 总论 1.1 1.2 1.3 2. Mission Statement 使命论述 Overall Objectives of Hotel 酒店全面目标 Overall Strategies of Hotel 酒店全面战略 ANALYSIS 分析 2.1 Marketing Profile Report 营销剖析报告 External Factors Overall 整体外部因素

External Factors Related To The Travel Industry

与旅游业相关的外部因素

2.1.3 Room Supply Situation

房态

(Worksheet : Achievement of Market Fair Share)

工作表:市场份额

2.2 Product Company Profile Report 品牌公司剖析报告

2.2.1 Hotel Summary Statement 酒店概况

2.2.2 Product Characteristic 品牌特征

2.2.3 Unique Selling Points 独特的卖点

2.3 Competitive Profile Report 竞争者剖析报告

2.3.1 Description of Main Competitors Hotel 主要竞争者酒店概述

(Worksheet : Competitors Analysis – Rooms)

工作表:竞争者酒店分析-客房

2.3.2 Description of Main Competitors F&B 主要竞争者餐饮概述

(Worksheet : Competitors Analysis – F&B)

工作表:竞争者酒店分析-餐饮

2.3.3 Strengths and Weaknesses 优势和劣势

2.1.1 2.1.2

(Worksheet : Hotel Strengths and Weakness)

工作表:酒店优势和劣势

(Worksheet : F&B Strengths and Weakness)

工作表:餐饮优势和劣势

2.4 Geographical Profile Report 地理位置剖析报告

2.4.1 Geographical Analysis 地理位置分析

2.4.2 Major Upcoming and Potential Markets 主要未来市场和潜力市场

2.4.3 Anticipated Geographical Distribution 预期的地势分配

(Worksheet : Room Nights By Geographical Areas )

工作表:地理位置因素所产生的房晚

2.5 Market Segmentation 市场划分

2.5.1 Rack Rates FITs 散客

2.5.2 Local T/A FITs 当地旅行社散客

2.5.3 Overseas T/A FITs 海外旅行社散客

2.5.4 Conference 会议

2.5.5 Hospitality Discount 服务折扣

2.5.6 Owning Company 私营企业

2.5.7 Embassy & Government 大使馆和政府

2.5.8 Overseas Corporate 海外公司

2.5.9 Local Corporate 当地公司

2.5.10 Groups 团队

2.5.11 Airline Crew 机组人员

2.5.12 Layover 临时客人

2.5.13 Long Staying Guest 长住客人

2.5.14 Day Use 24小时房

2.5.15 Package 包价

2.5.16 Seasonal Promotion 季节性促销

2.5.17 Temporary House Use 重点房

2.5.18 Complimentary 免费房

2.5.19 Permanent House Use 常住客人(回头客)

(Worksheet : Room Statistics By Market Segments)

工作表:根据市场划分的房间分析

2.6 Food & Beverage Business Analysis 餐饮生意分析

2.6.1 Atrium or Coffee Shop 中庭或咖啡店

2.6.2 Sampan or Boathouse Restaurant 船餐厅

2.6.3

2.6.4

2.6.5

2.6.6

Sport City Café 运动咖啡厅 Golden Turtle (Korean Restaurant) 韩国餐厅 Lobby Bar / Lounge 大堂吧 Banquet 宴会

(Worksheet : Summary of Food & Beverage Revenue)

工作表:餐饮收入概要

Targeted Market Group 目标市场

DEPARTMENTAL OBJECTIVES & STRATEGIES

分部目标及战略

Product Objectives & Strategies 产品目标及战略 Rooms Division 客房分布 Food & Beverage 餐饮 Other Guest Facilities 其它设施 Room Objectives & Strategies 客房目标及战略

Rooms 客房

Food & Beverage Objectives & Strategies 餐饮目标及战略

Food & Beverage 餐饮

Price Objectives & Strategies 价格目标及战略

Rooms 客房

Food and Beverage 餐饮

Advertising Objectives & Strategies 广告目标及战略

Rooms 客房

Food and Beverage 餐饮

Sales Promotion Objectives & Strategies促销目标及战略

Public Relation Objectives & Strategies 公关目标及战略 2.7 3.

3.1 3.1.1 3.1.2 3.1.3 3.2 3.2.1 3.3 3.3.1 3.4 3.4.1 3.4.2 3.5 3.5.1 3.5.2 3.6 3.7 Manpower & Training Objectives & Strategies 人力及培训的目标及战略

3.9 Sales Forces Objectives & Strategies 销售重点目标及战略 Distribution Objectives & Strategies 分步目标及战略

4. CONTROL OF OBJECTIVES AND STRATEGIES

目标及战略的控制

5.

MISCELLANEOUS 杂项 Conclusion of the Budget 预算总结 Collateral Materials Anticipated Expenses

与预期费用相关的间接项目

5.3 Anticipated Sales and Marketing Expenses

预期的市场销售费用

5.4 Anticipated Photography and Related Expenses

预期的摄影及相关费用

(Worksheets of ADP2000)

(Worksheets of EXP2000)

5.1 5.2

1. OVERALL SUMMARY 总论

1.1. MISSION STATEMENT 使命论述

Answer these questions on behalf of the hotel. Alternatively, discuss with your

core team for answers, which will help you to formulate your mission statement at the end of this thought process.

代表酒店回答这些问题。以二选一的形式,与你的核心团队讨论答案,这将会帮助你在这段思考的过程最后阐明你的使命论述。

1. As a hotel, WHO are YOU and WHAT are YOU?

作为酒店,你是谁和你是什么

2. Who are your competitors? 谁是你的竞争者

3. What makes YOU different to your competitors? 什么让你不同于你的竞争者

4. What is your status and reputation today? 你今天的地位和声誉怎样

5. What do you want or hope TO BE? What do you want to achieve? 你想要什么

和希望成为什么?你想得到什么?

This is an opportunity to create and write your own mission statement. As a reminder,

your mission statement is a simple sentence which the staff of the hotel should adhere to and implement under the guidance of the hotel management, for example: "We

serve you better”, "We try harder", etc.

这是个好机会来创造和写下你自己的使命论述。需提醒的是,你的使命论述必

须简洁明了,能在酒店管理层的领导下全体员工应该遵守和执行,举个·

1.2 OVERALL OBJECTIVES OF HOTEL

This should set for 2000 the overall objectives of your hotel (not the departmental

objectives), For example: You are planning to increase your room occupancy by XX% or you are planning to increase your GOP by XX% / RMB, etc.

1.3 OVERALL STRATEGIES OF HOTEL

This section is a brief explanation of how you intend to achieve the objectives you

have set for your hotel.

2. ANALYSIS

2.1. MARKETING PROFILE REPORT

General positive or negative statement on political, social and economic actors

affecting the overall market situation. The statement can focus on the past year, the present and the future.

Elaborate in the following order:

* Past

* Present

* Future

* World-wide

* National

* Regional

* Local, and Others

* With positive comments first

Extracts from different publications, reports, etc. can be quoted.

After analysing the EXTERNAL FACTORS OVERALL, give a more specific

statement on how those factors have affected the travel industry in your location in the same order as stipulated above. If appropriate, figures and or percentages can

be inserted in order to give more meaning to the statement.

(Worksheet of Achievements of Market Fair Share)

Give a precise description and breakdown of the present room supply in your

location and the anticipated additional or reduction of rooms which will take place

in your marketing plan year. Be specific on the type of establishments, the number

of rooms per future establishment and the date of opening. Also include the

establishments which are planning to renovate their accommodation facilities.

2.2.

This should be presented as a table chart and in the following order: * Top category of hotels first * By dates of opening Give a statement on how the change of room supply in your location will affect, positively or negatively your own hotel room business. Based on actual and future planning state how it will affect your achievement of market fair share. PRODUCT COMPANY PROFILE REPORT 品牌公司剖析报告 Describe briefly your hotel in term of classification, facilities, location and targeted

clientele for accommodation and food and beverage outlets.

主要从分类,设施,地理位置以及以食宿为主的客户方面描述酒店的情况

All Facilities, room features, room size. 所有设施,客房特色及客房面积

All Food & Beverage Outlets including operating hours and capacity.

所有餐厅的营业时间和容量

List out all banquet Room size, Name, Banquet and Meeting Capacity,

列出所有宴会厅的面积,名称及可承办宴会和会议的容量

Give a statement on your unique selling points. This can be valued in terms of location, neighbouring competitors, prestige area, convenience, cuisine’s, services, facilities, etc. and the nearby centres of activities and/or attractions

论述你的独特卖点。主要从地理位置,周边竞争者,声望,便利,烹调风格,服

务,设施等方面来评估,并且是活跃和具备吸引力的。

2.3. COMPETITIVE PROFILE REPORT 竞争者剖析报告

To list out all your competitors by business segment. 从生意来源划分上列出所有酒店的竞争者

FIT / CORPORATE :

散客/商务公司

GROUP / IT :

团队

LONG STAYING :

长住客

MEETING & CONFERENCE :

会议

AIRLINE CREW :

机组人员

酒店主要竞争者酒店的描述

(Worksheets of - RMC2000)

Your main competitors for comparison should not be less than four (4) properties of

the same category and of approximately the same number of rooms within your location. The main competitors outlined shall be the ones officially approved by the head office. Any change in the competitors' list should have been approved before hand.

比较你的主要竞争者,在同一范畴内不要少于4项,并且在你的地理位置里大

约有相同的房间数量

Give a general description of each competitor standard, owning company,

management company, the year of opening, latest refurbishment/renovation, etc.

概括描述每个竞争者酒店的标准,业主,管理公司,开业时间,最新装修时间

等等。

餐饮竞争者描述

(Worksheet of – FBC 2000)

List out the restaurant is located close to your hotel restaurant and could easily be substituted, the restaurant is similar to your hotel restaurant in terms of décor,

selection, quality and speed of service, with has menu prices that overlap your price range for each competitors:

列出靠近酒店餐厅的周边餐馆并且是容易被取代的,这些餐馆在装饰,选择,

质量和服务速度上于你们的酒店相似,并且菜单价格具有竞争力。

Give a general description of each competitor standard, location, product quality,

concept, menu and pricing, décor & ambience, type of service, customer segmentation management company etc.

概括描述每个竞争者酒店的标准,业主,管理公司,开业时间,最新装修时间

等等。

(Worksheet of – HSW 2000)

(Worksheet of – FSW 2000)

Make a detailed table chart of your Hotel and Food & Beverage outlets major

strengths and weaknesses as compared to your main competitors. This table must

include:

制作一个表格,通过与主要竞争者相比较,酒店和餐厅的主要优势和劣势,次

表格必须包括:

* Location 地理位置

* Overseas awareness 海外意识

* Perception to local environment 对当地环境的认识

* Room size 房间面积

* Standard of amenities in rooms 客房内的标准礼仪

* Standard of staff 员工标准

* Food and Beverage facilities 餐饮设施

* Other guest services and facilities 其它对客服务及设施

* Recreational facilities 娱乐设施

* Tele-communication facilities 通信设施

 etc. 等等

As compared to your own product the symbols used for comparing shall be: 与你们的产品相比较,用以下极好表明比较后的结果:

= same as your product 与你们的产品一样

+ superior to your product 比你们的产品好

- inferior to your product 比你们的产品差

2.4. GEOGRAPHICAL PROFILE REPORT 地理位置剖析报告

Describe your present strengths and weakness in specific geographical markets with a brief explanation of your ups and downs.

根据详细的地理市场划分,描述你们现在的优势和劣势。

主要的未来市场和潜力市场

According to your analysis and research, describe which geographical market(s) are likely to have a positive impact on your hotel occupancy in the future with a brief statement on your prediction.

根据你的分析和研究,描述哪种地理市场在不久的将来可能对你们酒店的入住

率有积极的影响,简述一下你的预测。

(Worksheets of – GEO2000)

According to your past performance and future prediction, give a breakdown of your anticipated room business per geographical market in the following order:

根据你过去的执行和对未来的预测,拟定出有关你们各个地理市场预期客房生

意的细目分类,分类如下:

* Europe 欧洲

* Middle East 中东

* Africa 非洲

* Pacific 太平洋

* China 中国

* Asia/Far East 亚洲/远东

* North America 北美洲

* Central & South America 美洲中部和南美洲 * Other 其它

Explain the rational of your anticipated breakdown. 阐明你的预期细目分类的合理性

*The total occupied rooms are inclusive of ( Complimentary, Temporary House Use and Permanent House Use rooms.

总入住客房包括免费房,钟点房和常住房)

2.5. MARKET SEGMENTATION AND DEFINITIONS 市场划分和定义 (Worksheets of – RBG2000)

The worksheet of occupancy is determined by dividing the total occupied rooms (including Complimentary Rooms and Temporary House Use) by the total available rooms. Permanent house use rooms are to be excluded from the total available rooms.

入住率的工作表需根据可用房间数的总入住房数的划分来定义(包括免费房和钟点房),常住房除外。 This section should include an explanation of each market segment patronising your

hotel with a description and definition for each category concerning: 此项应该包括对每个市场划分的阐述,并对相关范畴下一个定义 * The description of the client base 客户资源 * The volume of turnover in your hotel * The reservation lead time 预定时间 * The source of booking 预定来源 * The "No Show" and cancellation factor 未到店以及取消因素 Categories will normally include: 范畴通常包括: Frequent individual travellers paying full rate or contracted barter agreement reservations.

以付全价入住酒店个人或与酒店签署抵帐预定协议 Individual travellers booked through Local or Domestic travel agents at negotiated

rate with a planed travel schedule and accommodation. 通过当地或国内旅行社安排和预定食宿的个人。

Individual travellers booked through Overseas travel agents at negotiated rate with a planed travel schedule and accommodation. 通过国际旅行社安排和预定食宿的个人。

Business travellers attending or organising seminars / meetings utilising hotel’s MICE facilities.

商务旅行者参加或组织研讨会/会议,并用到会议设施。 An Airline employee, Travel Agency, Hotelier and related industry business discount. 航空职员,旅行社,酒店经营者和相关行业的折扣

Reservations booked through ( COFCO and TOP GLORY HOLDING ) and their

subsidiaries under special agreed rates.

通过和控股公司或他们的附属公司协商的特价预定房间。 Reservations booked through local Government, Embassy and Military organisation. 通过当地政府,大使馆和军事组织预定 Clients belonging to companies/organisations of a multi-national network and with

special rates. Overseas Corporate can also be booked through reservation systems with a corporate rate. Such as ( UTELL, GIH Beijing or Hong Kong Sales & Reservations Office)

客人属于多国联网的公司或组织,并有特价。海外公司也可以以公司价通过预

定系统订房。例如UTELL,北京GIH或香港销售预定处) These accounts are generally companies based in your locality and given special discount rates, according to their importance and potential to your hotel.

这类客人通常是当地的公司,并可以根据他们对酒店的重要性和消费潜力给予

特殊折扣。 This section can further be subdivided into: 此项可再细分为: * Series 系列 * Ad hoc 特殊 It comprises of bookings made through overseas travel agents or local tour operators

at yearly contracted minimum rates with ample advance booking and non-commissionable.

它的预定是由通过海外旅行社或当地的旅游机构组成,以年度签署合同最低价

的形式预定,有大量的提前预定并且不收佣金。 This segment would include: 此类范畴包括: * Contracted crews 签署合同的 * Ad hoc crews 特别的 Passengers with accommodation provided by Airline company due to flight delayed or other reasons.

由于班机晚点或其它因素引起的由航空公司提供住宿的乘客。

Your hotel’s long staying guests packages either for local, regional or overseas

markets with consecutively minimum stay of 7 - 365 days.

当地的,区域性的或海外的长住客人包价,至少连续停留7天至365天。 As the name implies, the room only used during the day and with arrival and

Departure on the same day.

顾名思义, 日用房指客人到店和离店在一天内发生。

A special package created and developed by your hotel to generate business during any festival period, weekend or promotion events.

在节庆日,周末或促销期间酒店为了招揽生意尔推出的特殊包价。 This implies the GIH Corporate Promotion Rates. Rooms provided on a free basis to a member of staff for temporary use of less than 6 months, to consultants / suppliers for business purposes relating to the hotel and entertainers contracted to perform at the hotel outlets. Also complimentary rooms provided temporarily to other Gloria International Hotels’ Executives or Staff on

official visits.

为临时用房少于6个月的员工以及酒店供应商和酒店聘请的演出人员提供的免

费住房。通常也包括为其它Gloria国际酒店(兄弟酒店)的行政人员或员工的正式拜访提供的临时性免费房。 Rooms given away free for business promotion purposes (e.g. familiarisation groups

and travel agents).

以推广生意为目的的免费房(例如:旅行社,职业团队)

House use by staff living in the hotel for a minimum period of 6 months, or rooms converted into offices for hotel management use.

为在酒店居住的员工提供的住房(最少为6个月),或改建成办公室供酒店管

理层使用的房间。

2.6. FOOD & BEVERAGE BUSINESS ANALYSIS 餐饮生意分析 (Worksheets of – FBG2000) This section should include a profile & explanation of each food & beverage outlet’s

customers patronising your hotel outlets, with a breakdown of each meal period at your individual outlets:

这一项需对消费者对酒店餐厅的支持情况做剖析和阐明,包括每个餐厅营业时

间段的细目分类。

Note: Substitute the above sub-sections with your properties’ respective outlets, above example based on Gloria Plaza Hotel, Beijing

备注:用你们酒店的各个餐厅来代替以上的项目。以上例子是以北京Gloria酒

店为例子。

* The breakdown of covers for each meal period 每个就餐时间段的细目分类 * The volume of house guests vs. outsiders 店内客人和电外客人的数量比较 * The average food check 平均餐标 * The average beverage check 平均酒水标准 * The Mini Bar 迷你吧 * The other revenue 其它收入

2.7. TARGETED MARKET GROUP 目标市场群

The target group analysis should be the one, two, three or more of the market(s) you have targeted for your marketing plan year and that you aim to obtain.

目标群分析必须势在年度市场计划中的一个,两个,三个或更多的目标市场,并

且是你要获得的。 A detailed analysis should be compiled for each of the markets you potentially identify

as your main goal of achievement. It does not necessarily means that your actual highest category turnover would be your future identified markets. You should ascertain all markets and target the ones with high potential for the future which need to be nurtured in both turnover and high yield.

细节分析应该根据你的主要目标中的每一个潜力市场来编辑。它不意味着你的实

际最高市场范畴营业额成为你未来的既定市场。你应该确定所有对未来有巨大潜力的市场和目标必须是有营业额和高产出的。

5.

MISCELLANEOUS 杂记 5.1 5.2 5.3 5.4

Conclusion of the Budget 预算

Collateral Materials Anticipated Expenses 预期的费用

Anticipated Sales and Marketing Expenses 预期的市场销售费用

Anticipated Photography and Related Expenses 预期的照片和相关费用 (Worksheets of ADP2000) (Worksheets of EXP2000)

DICTIONARY OF TERMS & DEFINITIONS Anticipated Sales & Marketing Expenses

Entertainment (Sales / GM / DGM / Rooms Div / Promotional Invitations) - defined generally as meals, drinks and / or gifts offered to official invitees by the hotel, and attended to by hotel executive(s) from the above listed sections. Conducted with the motive to generate business relations leading to sales procurement.

In-room Complimentary F&B - defined categorically as in-room giveaways such as fruit baskets, wine, turndown tokens and other amenities offered to resident guests.

Educational Tours - defined as trip(s) or visit(s) organised by hotel / GIH for buyers / travel agents for purposes of familiarising them with respective properties, with the intention of procuring contractual (or even volume) sales.

Regional & Overseas Trips - defined as business solicitation trips organised by hotel or GIH to various other locations with the purpose of conducting introductions and sales calls, with the intention to generate potential / incremental business.

Trade Shows - defined as large scale industry showcases attended by appointed / invited buyers and

designated / registered sellers, organised by other independent travel industry entities and attended by hotel and / or corporate office for purposes of generating visibility, contacts and sales. Examples of such are CITM, PATA Travel Mart, ITA, JATA, ITB, BIT, Guangzhou Travel Fair and other similar showcases.

Road Shows / Showcase - defined as planned trips / events organised by hotel or GIH for purposes of creating awareness for property or hotel chain.

Giveaways (General & Local / Overseas & National Trips / Festive Events) - commodities or

merchandises usually branded with respective hotel or GIH’s logo offered to individuals or corporations as an incentive in appreciation of their support or as a momento to incentivise future favour and business.

Other Expenses - ad-hoc / contingency provision.

Public Relations Expenses

Entertainment (General / Press / Promotional Invitations) - defined generally as meals, drinks and / or gifts offered to media by the hotel, and attended to by PR personnel from the hotel. Conducted with the motive to generate better media relations.

Giveaways (Press / Festive Events) - defined as items procured as giveaways to the media on behalf of the hotel for purposes of incentivising media performance, generating relations or as event token.

Photography (In-house / Professional) - defined as photography conducted to achieve photo prints of memorable occasions, VIP visits, interior décor, etc; with the intention to profile the hotel using the achieved prints.

Public Relations Promotions - defined as budget set aside for ancillary activities organised by the hotel (not necessarily or specifically by the PR department) to profile the hotel or to stimulate media / guest / client interest. Examples include a Green campaign, Secretaries’ Club, long-stay guest activities, etc. Must be differentiated from Entertainment expenses.

Equipment Rental - Procurement on hardware / equipment on a temporary basis, without the intention to own. Rented equipment to assist with events being staged for public relations motives, photography or others.

Other Expenses - ad-hoc / contingency provision.

Print / Print Duplication / Slide / Slide Duplication / Poster Print / House Banner - refers to the cost incurred with the procurement of materials and services towards generating the above items for house / internal / guest use. Also includes the cost of duplicating such materials for distribution after completion.

Fee / Print Duplication / Slide Duplication / Poster Print / Transparency / Video / Video Tape Duplicate - refers to the engagement of services by a professional photographer / filmmaker, be it for official events or interior / exterior hotel photography. Also includes the cost of duplicating such materials for distribution after.

Inter-Hotel / Corporate Office / Customs

Inter-Hotel - defined as budget allocated / cost incurred to courier urgent items between offices / hotels.

Corporate Office - defined as budget / cost to be incurred due to transportation of items between GIH and properties. Also includes bulk freight charges.

Customs - refers to taxes or levies to be paid to the governmental bureaux in order to receive goods.

Print (Production Cost / Domestic / China / International) - defined as advertising procured within the print medium. (E.g. Magazines, newspapers, etc.) By production cost, this refers to the budget / cost to be set aside for procuring design services, colour separation, films, etc; and also includes charges set aside for production of television commercial or recording of radio advertisement (if applicable).

Radio - refers to media time bought over the various radio stations.

Television - refers to media time bought over television / movies.

Directories - refers to media space purchased in directories. E.g. Hotel directories, telephone directories, etc.

Contingencies - ad-hoc / contingency expenses.

Printed Collateral - refers to all of hotel’s printed collateral (including brochure, factsheet, package flyers, F&B flyers, VIP cards, hotel promotion flyers, GIH newsletters, etc)

Outdoor Graphics - refers to media procurement of outdoor advertising. E.g. Airport signage, billboards, etc. Also include production charges of this particular item.

Mass Mailing Postage Cost - refers to postage charges incurred as a direct result of a targeted direct mail effort. E.g. Mail-out of Gloria News to the press list, mail-out of package flyers to sales database, etc. (Sales / PR / Rooms Division / F&B)

Other Expenses - ad-hoc / contingency provision.

Postage (General) - refers to postage for daily outgoing letters and parcels.

Telephone / Telex / Fax / Internet subscription (Sales / PR) - defined as budget set aside to ensure telecommunications connections for the sales & marketing department. Includes IDD / DDD / local domestic calls, IDD fax line, telex and Internet subscription for the entire year.

Local Travelling - refers to travelling expenses incurred in the process of conducting official calls - sales calls, company representation or attendance at official events.

Other Expenses - ad-hoc / contingency provision.

Overseas Reservations Offices - defined as fees to be paid towards services rendered by officially appointed reservations and marketing network, for example: Utell, Hotel BANK, etc.

Subscriptions - refers to charges arising from magazine and newspaper subscriptions. Also includes club and association memberships subscribed to by individuals on behalf and representative of organization for purposes of advancing a business cause for the hotel.

Other Expenses - ad-hoc / contingency provision.

Salaries - the cost of employment of individuals to carry out the official duties as required by the sales & marketing division. May also includes fringe and other benefits as due to the employee (e.g. Laundry, meals, etc)

P&T and ER - Budget set aside for training and skill development of the employees in the company’s employ.

Gloria International Hotels Consultancy Fee - the fees (weighted in percentage terms) due from the hotels to the management company.

1. OVERALL SUMMARY 总论 1.1 1.2 1.3 2. Mission Statement 使命论述 Overall Objectives of Hotel 酒店全面目标 Overall Strategies of Hotel 酒店全面战略 ANALYSIS 分析 2.1 Marketing Profile Report 营销剖析报告 External Factors Overall 整体外部因素

External Factors Related To The Travel Industry

与旅游业相关的外部因素

2.1.3 Room Supply Situation

房态

(Worksheet : Achievement of Market Fair Share)

工作表:市场份额

2.2 Product Company Profile Report 品牌公司剖析报告

2.2.1 Hotel Summary Statement 酒店概况

2.2.2 Product Characteristic 品牌特征

2.2.3 Unique Selling Points 独特的卖点

2.3 Competitive Profile Report 竞争者剖析报告

2.3.1 Description of Main Competitors Hotel 主要竞争者酒店概述

(Worksheet : Competitors Analysis – Rooms)

工作表:竞争者酒店分析-客房

2.3.2 Description of Main Competitors F&B 主要竞争者餐饮概述

(Worksheet : Competitors Analysis – F&B)

工作表:竞争者酒店分析-餐饮

2.3.3 Strengths and Weaknesses 优势和劣势

2.1.1 2.1.2

(Worksheet : Hotel Strengths and Weakness)

工作表:酒店优势和劣势

(Worksheet : F&B Strengths and Weakness)

工作表:餐饮优势和劣势

2.4 Geographical Profile Report 地理位置剖析报告

2.4.1 Geographical Analysis 地理位置分析

2.4.2 Major Upcoming and Potential Markets 主要未来市场和潜力市场

2.4.3 Anticipated Geographical Distribution 预期的地势分配

(Worksheet : Room Nights By Geographical Areas )

工作表:地理位置因素所产生的房晚

2.5 Market Segmentation 市场划分

2.5.1 Rack Rates FITs 散客

2.5.2 Local T/A FITs 当地旅行社散客

2.5.3 Overseas T/A FITs 海外旅行社散客

2.5.4 Conference 会议

2.5.5 Hospitality Discount 服务折扣

2.5.6 Owning Company 私营企业

2.5.7 Embassy & Government 大使馆和政府

2.5.8 Overseas Corporate 海外公司

2.5.9 Local Corporate 当地公司

2.5.10 Groups 团队

2.5.11 Airline Crew 机组人员

2.5.12 Layover 临时客人

2.5.13 Long Staying Guest 长住客人

2.5.14 Day Use 24小时房

2.5.15 Package 包价

2.5.16 Seasonal Promotion 季节性促销

2.5.17 Temporary House Use 重点房

2.5.18 Complimentary 免费房

2.5.19 Permanent House Use 常住客人(回头客)

(Worksheet : Room Statistics By Market Segments)

工作表:根据市场划分的房间分析

2.6 Food & Beverage Business Analysis 餐饮生意分析

2.6.1 Atrium or Coffee Shop 中庭或咖啡店

2.6.2 Sampan or Boathouse Restaurant 船餐厅

2.6.3

2.6.4

2.6.5

2.6.6

Sport City Café 运动咖啡厅 Golden Turtle (Korean Restaurant) 韩国餐厅 Lobby Bar / Lounge 大堂吧 Banquet 宴会

(Worksheet : Summary of Food & Beverage Revenue)

工作表:餐饮收入概要

Targeted Market Group 目标市场

DEPARTMENTAL OBJECTIVES & STRATEGIES

分部目标及战略

Product Objectives & Strategies 产品目标及战略 Rooms Division 客房分布 Food & Beverage 餐饮 Other Guest Facilities 其它设施 Room Objectives & Strategies 客房目标及战略

Rooms 客房

Food & Beverage Objectives & Strategies 餐饮目标及战略

Food & Beverage 餐饮

Price Objectives & Strategies 价格目标及战略

Rooms 客房

Food and Beverage 餐饮

Advertising Objectives & Strategies 广告目标及战略

Rooms 客房

Food and Beverage 餐饮

Sales Promotion Objectives & Strategies促销目标及战略

Public Relation Objectives & Strategies 公关目标及战略 2.7 3.

3.1 3.1.1 3.1.2 3.1.3 3.2 3.2.1 3.3 3.3.1 3.4 3.4.1 3.4.2 3.5 3.5.1 3.5.2 3.6 3.7 Manpower & Training Objectives & Strategies 人力及培训的目标及战略

3.9 Sales Forces Objectives & Strategies 销售重点目标及战略 Distribution Objectives & Strategies 分步目标及战略

4. CONTROL OF OBJECTIVES AND STRATEGIES

目标及战略的控制

5.

MISCELLANEOUS 杂项 Conclusion of the Budget 预算总结 Collateral Materials Anticipated Expenses

与预期费用相关的间接项目

5.3 Anticipated Sales and Marketing Expenses

预期的市场销售费用

5.4 Anticipated Photography and Related Expenses

预期的摄影及相关费用

(Worksheets of ADP2000)

(Worksheets of EXP2000)

5.1 5.2

1. OVERALL SUMMARY 总论

1.1. MISSION STATEMENT 使命论述

Answer these questions on behalf of the hotel. Alternatively, discuss with your

core team for answers, which will help you to formulate your mission statement at the end of this thought process.

代表酒店回答这些问题。以二选一的形式,与你的核心团队讨论答案,这将会帮助你在这段思考的过程最后阐明你的使命论述。

1. As a hotel, WHO are YOU and WHAT are YOU?

作为酒店,你是谁和你是什么

2. Who are your competitors? 谁是你的竞争者

3. What makes YOU different to your competitors? 什么让你不同于你的竞争者

4. What is your status and reputation today? 你今天的地位和声誉怎样

5. What do you want or hope TO BE? What do you want to achieve? 你想要什么

和希望成为什么?你想得到什么?

This is an opportunity to create and write your own mission statement. As a reminder,

your mission statement is a simple sentence which the staff of the hotel should adhere to and implement under the guidance of the hotel management, for example: "We

serve you better”, "We try harder", etc.

这是个好机会来创造和写下你自己的使命论述。需提醒的是,你的使命论述必

须简洁明了,能在酒店管理层的领导下全体员工应该遵守和执行,举个·

1.2 OVERALL OBJECTIVES OF HOTEL

This should set for 2000 the overall objectives of your hotel (not the departmental

objectives), For example: You are planning to increase your room occupancy by XX% or you are planning to increase your GOP by XX% / RMB, etc.

1.3 OVERALL STRATEGIES OF HOTEL

This section is a brief explanation of how you intend to achieve the objectives you

have set for your hotel.

2. ANALYSIS

2.1. MARKETING PROFILE REPORT

General positive or negative statement on political, social and economic actors

affecting the overall market situation. The statement can focus on the past year, the present and the future.

Elaborate in the following order:

* Past

* Present

* Future

* World-wide

* National

* Regional

* Local, and Others

* With positive comments first

Extracts from different publications, reports, etc. can be quoted.

After analysing the EXTERNAL FACTORS OVERALL, give a more specific

statement on how those factors have affected the travel industry in your location in the same order as stipulated above. If appropriate, figures and or percentages can

be inserted in order to give more meaning to the statement.

(Worksheet of Achievements of Market Fair Share)

Give a precise description and breakdown of the present room supply in your

location and the anticipated additional or reduction of rooms which will take place

in your marketing plan year. Be specific on the type of establishments, the number

of rooms per future establishment and the date of opening. Also include the

establishments which are planning to renovate their accommodation facilities.

2.2.

This should be presented as a table chart and in the following order: * Top category of hotels first * By dates of opening Give a statement on how the change of room supply in your location will affect, positively or negatively your own hotel room business. Based on actual and future planning state how it will affect your achievement of market fair share. PRODUCT COMPANY PROFILE REPORT 品牌公司剖析报告 Describe briefly your hotel in term of classification, facilities, location and targeted

clientele for accommodation and food and beverage outlets.

主要从分类,设施,地理位置以及以食宿为主的客户方面描述酒店的情况

All Facilities, room features, room size. 所有设施,客房特色及客房面积

All Food & Beverage Outlets including operating hours and capacity.

所有餐厅的营业时间和容量

List out all banquet Room size, Name, Banquet and Meeting Capacity,

列出所有宴会厅的面积,名称及可承办宴会和会议的容量

Give a statement on your unique selling points. This can be valued in terms of location, neighbouring competitors, prestige area, convenience, cuisine’s, services, facilities, etc. and the nearby centres of activities and/or attractions

论述你的独特卖点。主要从地理位置,周边竞争者,声望,便利,烹调风格,服

务,设施等方面来评估,并且是活跃和具备吸引力的。

2.3. COMPETITIVE PROFILE REPORT 竞争者剖析报告

To list out all your competitors by business segment. 从生意来源划分上列出所有酒店的竞争者

FIT / CORPORATE :

散客/商务公司

GROUP / IT :

团队

LONG STAYING :

长住客

MEETING & CONFERENCE :

会议

AIRLINE CREW :

机组人员

酒店主要竞争者酒店的描述

(Worksheets of - RMC2000)

Your main competitors for comparison should not be less than four (4) properties of

the same category and of approximately the same number of rooms within your location. The main competitors outlined shall be the ones officially approved by the head office. Any change in the competitors' list should have been approved before hand.

比较你的主要竞争者,在同一范畴内不要少于4项,并且在你的地理位置里大

约有相同的房间数量

Give a general description of each competitor standard, owning company,

management company, the year of opening, latest refurbishment/renovation, etc.

概括描述每个竞争者酒店的标准,业主,管理公司,开业时间,最新装修时间

等等。

餐饮竞争者描述

(Worksheet of – FBC 2000)

List out the restaurant is located close to your hotel restaurant and could easily be substituted, the restaurant is similar to your hotel restaurant in terms of décor,

selection, quality and speed of service, with has menu prices that overlap your price range for each competitors:

列出靠近酒店餐厅的周边餐馆并且是容易被取代的,这些餐馆在装饰,选择,

质量和服务速度上于你们的酒店相似,并且菜单价格具有竞争力。

Give a general description of each competitor standard, location, product quality,

concept, menu and pricing, décor & ambience, type of service, customer segmentation management company etc.

概括描述每个竞争者酒店的标准,业主,管理公司,开业时间,最新装修时间

等等。

(Worksheet of – HSW 2000)

(Worksheet of – FSW 2000)

Make a detailed table chart of your Hotel and Food & Beverage outlets major

strengths and weaknesses as compared to your main competitors. This table must

include:

制作一个表格,通过与主要竞争者相比较,酒店和餐厅的主要优势和劣势,次

表格必须包括:

* Location 地理位置

* Overseas awareness 海外意识

* Perception to local environment 对当地环境的认识

* Room size 房间面积

* Standard of amenities in rooms 客房内的标准礼仪

* Standard of staff 员工标准

* Food and Beverage facilities 餐饮设施

* Other guest services and facilities 其它对客服务及设施

* Recreational facilities 娱乐设施

* Tele-communication facilities 通信设施

 etc. 等等

As compared to your own product the symbols used for comparing shall be: 与你们的产品相比较,用以下极好表明比较后的结果:

= same as your product 与你们的产品一样

+ superior to your product 比你们的产品好

- inferior to your product 比你们的产品差

2.4. GEOGRAPHICAL PROFILE REPORT 地理位置剖析报告

Describe your present strengths and weakness in specific geographical markets with a brief explanation of your ups and downs.

根据详细的地理市场划分,描述你们现在的优势和劣势。

主要的未来市场和潜力市场

According to your analysis and research, describe which geographical market(s) are likely to have a positive impact on your hotel occupancy in the future with a brief statement on your prediction.

根据你的分析和研究,描述哪种地理市场在不久的将来可能对你们酒店的入住

率有积极的影响,简述一下你的预测。

(Worksheets of – GEO2000)

According to your past performance and future prediction, give a breakdown of your anticipated room business per geographical market in the following order:

根据你过去的执行和对未来的预测,拟定出有关你们各个地理市场预期客房生

意的细目分类,分类如下:

* Europe 欧洲

* Middle East 中东

* Africa 非洲

* Pacific 太平洋

* China 中国

* Asia/Far East 亚洲/远东

* North America 北美洲

* Central & South America 美洲中部和南美洲 * Other 其它

Explain the rational of your anticipated breakdown. 阐明你的预期细目分类的合理性

*The total occupied rooms are inclusive of ( Complimentary, Temporary House Use and Permanent House Use rooms.

总入住客房包括免费房,钟点房和常住房)

2.5. MARKET SEGMENTATION AND DEFINITIONS 市场划分和定义 (Worksheets of – RBG2000)

The worksheet of occupancy is determined by dividing the total occupied rooms (including Complimentary Rooms and Temporary House Use) by the total available rooms. Permanent house use rooms are to be excluded from the total available rooms.

入住率的工作表需根据可用房间数的总入住房数的划分来定义(包括免费房和钟点房),常住房除外。 This section should include an explanation of each market segment patronising your

hotel with a description and definition for each category concerning: 此项应该包括对每个市场划分的阐述,并对相关范畴下一个定义 * The description of the client base 客户资源 * The volume of turnover in your hotel * The reservation lead time 预定时间 * The source of booking 预定来源 * The "No Show" and cancellation factor 未到店以及取消因素 Categories will normally include: 范畴通常包括: Frequent individual travellers paying full rate or contracted barter agreement reservations.

以付全价入住酒店个人或与酒店签署抵帐预定协议 Individual travellers booked through Local or Domestic travel agents at negotiated

rate with a planed travel schedule and accommodation. 通过当地或国内旅行社安排和预定食宿的个人。

Individual travellers booked through Overseas travel agents at negotiated rate with a planed travel schedule and accommodation. 通过国际旅行社安排和预定食宿的个人。

Business travellers attending or organising seminars / meetings utilising hotel’s MICE facilities.

商务旅行者参加或组织研讨会/会议,并用到会议设施。 An Airline employee, Travel Agency, Hotelier and related industry business discount. 航空职员,旅行社,酒店经营者和相关行业的折扣

Reservations booked through ( COFCO and TOP GLORY HOLDING ) and their

subsidiaries under special agreed rates.

通过和控股公司或他们的附属公司协商的特价预定房间。 Reservations booked through local Government, Embassy and Military organisation. 通过当地政府,大使馆和军事组织预定 Clients belonging to companies/organisations of a multi-national network and with

special rates. Overseas Corporate can also be booked through reservation systems with a corporate rate. Such as ( UTELL, GIH Beijing or Hong Kong Sales & Reservations Office)

客人属于多国联网的公司或组织,并有特价。海外公司也可以以公司价通过预

定系统订房。例如UTELL,北京GIH或香港销售预定处) These accounts are generally companies based in your locality and given special discount rates, according to their importance and potential to your hotel.

这类客人通常是当地的公司,并可以根据他们对酒店的重要性和消费潜力给予

特殊折扣。 This section can further be subdivided into: 此项可再细分为: * Series 系列 * Ad hoc 特殊 It comprises of bookings made through overseas travel agents or local tour operators

at yearly contracted minimum rates with ample advance booking and non-commissionable.

它的预定是由通过海外旅行社或当地的旅游机构组成,以年度签署合同最低价

的形式预定,有大量的提前预定并且不收佣金。 This segment would include: 此类范畴包括: * Contracted crews 签署合同的 * Ad hoc crews 特别的 Passengers with accommodation provided by Airline company due to flight delayed or other reasons.

由于班机晚点或其它因素引起的由航空公司提供住宿的乘客。

Your hotel’s long staying guests packages either for local, regional or overseas

markets with consecutively minimum stay of 7 - 365 days.

当地的,区域性的或海外的长住客人包价,至少连续停留7天至365天。 As the name implies, the room only used during the day and with arrival and

Departure on the same day.

顾名思义, 日用房指客人到店和离店在一天内发生。

A special package created and developed by your hotel to generate business during any festival period, weekend or promotion events.

在节庆日,周末或促销期间酒店为了招揽生意尔推出的特殊包价。 This implies the GIH Corporate Promotion Rates. Rooms provided on a free basis to a member of staff for temporary use of less than 6 months, to consultants / suppliers for business purposes relating to the hotel and entertainers contracted to perform at the hotel outlets. Also complimentary rooms provided temporarily to other Gloria International Hotels’ Executives or Staff on

official visits.

为临时用房少于6个月的员工以及酒店供应商和酒店聘请的演出人员提供的免

费住房。通常也包括为其它Gloria国际酒店(兄弟酒店)的行政人员或员工的正式拜访提供的临时性免费房。 Rooms given away free for business promotion purposes (e.g. familiarisation groups

and travel agents).

以推广生意为目的的免费房(例如:旅行社,职业团队)

House use by staff living in the hotel for a minimum period of 6 months, or rooms converted into offices for hotel management use.

为在酒店居住的员工提供的住房(最少为6个月),或改建成办公室供酒店管

理层使用的房间。

2.6. FOOD & BEVERAGE BUSINESS ANALYSIS 餐饮生意分析 (Worksheets of – FBG2000) This section should include a profile & explanation of each food & beverage outlet’s

customers patronising your hotel outlets, with a breakdown of each meal period at your individual outlets:

这一项需对消费者对酒店餐厅的支持情况做剖析和阐明,包括每个餐厅营业时

间段的细目分类。

Note: Substitute the above sub-sections with your properties’ respective outlets, above example based on Gloria Plaza Hotel, Beijing

备注:用你们酒店的各个餐厅来代替以上的项目。以上例子是以北京Gloria酒

店为例子。

* The breakdown of covers for each meal period 每个就餐时间段的细目分类 * The volume of house guests vs. outsiders 店内客人和电外客人的数量比较 * The average food check 平均餐标 * The average beverage check 平均酒水标准 * The Mini Bar 迷你吧 * The other revenue 其它收入

2.7. TARGETED MARKET GROUP 目标市场群

The target group analysis should be the one, two, three or more of the market(s) you have targeted for your marketing plan year and that you aim to obtain.

目标群分析必须势在年度市场计划中的一个,两个,三个或更多的目标市场,并

且是你要获得的。 A detailed analysis should be compiled for each of the markets you potentially identify

as your main goal of achievement. It does not necessarily means that your actual highest category turnover would be your future identified markets. You should ascertain all markets and target the ones with high potential for the future which need to be nurtured in both turnover and high yield.

细节分析应该根据你的主要目标中的每一个潜力市场来编辑。它不意味着你的实

际最高市场范畴营业额成为你未来的既定市场。你应该确定所有对未来有巨大潜力的市场和目标必须是有营业额和高产出的。

5.

MISCELLANEOUS 杂记 5.1 5.2 5.3 5.4

Conclusion of the Budget 预算

Collateral Materials Anticipated Expenses 预期的费用

Anticipated Sales and Marketing Expenses 预期的市场销售费用

Anticipated Photography and Related Expenses 预期的照片和相关费用 (Worksheets of ADP2000) (Worksheets of EXP2000)

DICTIONARY OF TERMS & DEFINITIONS Anticipated Sales & Marketing Expenses

Entertainment (Sales / GM / DGM / Rooms Div / Promotional Invitations) - defined generally as meals, drinks and / or gifts offered to official invitees by the hotel, and attended to by hotel executive(s) from the above listed sections. Conducted with the motive to generate business relations leading to sales procurement.

In-room Complimentary F&B - defined categorically as in-room giveaways such as fruit baskets, wine, turndown tokens and other amenities offered to resident guests.

Educational Tours - defined as trip(s) or visit(s) organised by hotel / GIH for buyers / travel agents for purposes of familiarising them with respective properties, with the intention of procuring contractual (or even volume) sales.

Regional & Overseas Trips - defined as business solicitation trips organised by hotel or GIH to various other locations with the purpose of conducting introductions and sales calls, with the intention to generate potential / incremental business.

Trade Shows - defined as large scale industry showcases attended by appointed / invited buyers and

designated / registered sellers, organised by other independent travel industry entities and attended by hotel and / or corporate office for purposes of generating visibility, contacts and sales. Examples of such are CITM, PATA Travel Mart, ITA, JATA, ITB, BIT, Guangzhou Travel Fair and other similar showcases.

Road Shows / Showcase - defined as planned trips / events organised by hotel or GIH for purposes of creating awareness for property or hotel chain.

Giveaways (General & Local / Overseas & National Trips / Festive Events) - commodities or

merchandises usually branded with respective hotel or GIH’s logo offered to individuals or corporations as an incentive in appreciation of their support or as a momento to incentivise future favour and business.

Other Expenses - ad-hoc / contingency provision.

Public Relations Expenses

Entertainment (General / Press / Promotional Invitations) - defined generally as meals, drinks and / or gifts offered to media by the hotel, and attended to by PR personnel from the hotel. Conducted with the motive to generate better media relations.

Giveaways (Press / Festive Events) - defined as items procured as giveaways to the media on behalf of the hotel for purposes of incentivising media performance, generating relations or as event token.

Photography (In-house / Professional) - defined as photography conducted to achieve photo prints of memorable occasions, VIP visits, interior décor, etc; with the intention to profile the hotel using the achieved prints.

Public Relations Promotions - defined as budget set aside for ancillary activities organised by the hotel (not necessarily or specifically by the PR department) to profile the hotel or to stimulate media / guest / client interest. Examples include a Green campaign, Secretaries’ Club, long-stay guest activities, etc. Must be differentiated from Entertainment expenses.

Equipment Rental - Procurement on hardware / equipment on a temporary basis, without the intention to own. Rented equipment to assist with events being staged for public relations motives, photography or others.

Other Expenses - ad-hoc / contingency provision.

Print / Print Duplication / Slide / Slide Duplication / Poster Print / House Banner - refers to the cost incurred with the procurement of materials and services towards generating the above items for house / internal / guest use. Also includes the cost of duplicating such materials for distribution after completion.

Fee / Print Duplication / Slide Duplication / Poster Print / Transparency / Video / Video Tape Duplicate - refers to the engagement of services by a professional photographer / filmmaker, be it for official events or interior / exterior hotel photography. Also includes the cost of duplicating such materials for distribution after.

Inter-Hotel / Corporate Office / Customs

Inter-Hotel - defined as budget allocated / cost incurred to courier urgent items between offices / hotels.

Corporate Office - defined as budget / cost to be incurred due to transportation of items between GIH and properties. Also includes bulk freight charges.

Customs - refers to taxes or levies to be paid to the governmental bureaux in order to receive goods.

Print (Production Cost / Domestic / China / International) - defined as advertising procured within the print medium. (E.g. Magazines, newspapers, etc.) By production cost, this refers to the budget / cost to be set aside for procuring design services, colour separation, films, etc; and also includes charges set aside for production of television commercial or recording of radio advertisement (if applicable).

Radio - refers to media time bought over the various radio stations.

Television - refers to media time bought over television / movies.

Directories - refers to media space purchased in directories. E.g. Hotel directories, telephone directories, etc.

Contingencies - ad-hoc / contingency expenses.

Printed Collateral - refers to all of hotel’s printed collateral (including brochure, factsheet, package flyers, F&B flyers, VIP cards, hotel promotion flyers, GIH newsletters, etc)

Outdoor Graphics - refers to media procurement of outdoor advertising. E.g. Airport signage, billboards, etc. Also include production charges of this particular item.

Mass Mailing Postage Cost - refers to postage charges incurred as a direct result of a targeted direct mail effort. E.g. Mail-out of Gloria News to the press list, mail-out of package flyers to sales database, etc. (Sales / PR / Rooms Division / F&B)

Other Expenses - ad-hoc / contingency provision.

Postage (General) - refers to postage for daily outgoing letters and parcels.

Telephone / Telex / Fax / Internet subscription (Sales / PR) - defined as budget set aside to ensure telecommunications connections for the sales & marketing department. Includes IDD / DDD / local domestic calls, IDD fax line, telex and Internet subscription for the entire year.

Local Travelling - refers to travelling expenses incurred in the process of conducting official calls - sales calls, company representation or attendance at official events.

Other Expenses - ad-hoc / contingency provision.

Overseas Reservations Offices - defined as fees to be paid towards services rendered by officially appointed reservations and marketing network, for example: Utell, Hotel BANK, etc.

Subscriptions - refers to charges arising from magazine and newspaper subscriptions. Also includes club and association memberships subscribed to by individuals on behalf and representative of organization for purposes of advancing a business cause for the hotel.

Other Expenses - ad-hoc / contingency provision.

Salaries - the cost of employment of individuals to carry out the official duties as required by the sales & marketing division. May also includes fringe and other benefits as due to the employee (e.g. Laundry, meals, etc)

P&T and ER - Budget set aside for training and skill development of the employees in the company’s employ.

Gloria International Hotels Consultancy Fee - the fees (weighted in percentage terms) due from the hotels to the management company.


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