5.2.3 竞争分析结论..........................................................................................................................23
5.3 项目目标定位 ...................................................................................................................................23
第六章 发展规划........................................................................................................................................24
6.1 总体设想 ...........................................................................................................................................24
6.2 公司发展战略步骤设想 ...................................................................................................................24
6.2.1 完成酒店试营业........................................................................................................................24
6.2.2 通过三星级认定、并成为乌鲁木齐知名酒店之一................................................................24
6.2.3 实施后楼改造工程，进一步提高经济效益............................................................................25
第七章 市场营销........................................................................................................................................26
7.1 目标市场 ...........................................................................................................................................26
7.2 产品与服务 .......................................................................................................................................26
7.3 定价 ...................................................................................................................................................26
7.4 销售渠道 ...........................................................................................................................................27
7.4.1 直接渠道..................................................................................................................................27
7.4.2 间接渠道....................................................................................................................................27
7.5 公关宣传策略 ...................................................................................................................................27
7.6 初步销售策略 ...................................................................................................................................28
7.6.1 客房业务....................................................................................................................................28
7.6.2 餐饮业务....................................................................................................................................28
7.6.3 提高回头率的措施....................................................................................................................29
7.7 销售激励制度 ...................................................................................................................................29
第八章 营运和管理....................................................................................................................................30
8.1 基本业务流程 ...................................................................................................................................30
8.2 营运管理初步计划 ...........................................................................................................................30
8.2.1 服务项目和基本设施安排........................................................................................................30
8.2.2 建立并实施完善的质量标准....................................................................................................31
8.2.3 建立并实施完善的财务内控制度............................................................................................32
8.3 机构设置 ...........................................................................................................................................33
8.4 人员配备 ...........................................................................................................................................34
8.5 管理团队 ...........................................................................................................................................35
8.6 遵循的标准 .......................................................................................................................................35
第九章 投资与财务评价............................................................................................................................36
9.1 项目实施计划进度 ...........................................................................................................................36
9.2 投资估算 ...........................................................................................................................................36
9.3 收入、成本费用及利润预测 ...........................................................................................................36
9.3.1 住宿收入预测............................................................................................................................36
9.3.2 餐饮收入预测............................................................................................................................38
9.3.3 物业租赁收入预测....................................................................................................................39
9.3.4 总收入预测................................................................................................................................39
9.3.5 成本费用预测..........................................................................................................................40
9.3.6 利润预测....................................................................................................................................40
9.4 现金流量预测 ...................................................................................................................................41
9.5 财务评价 ...........................................................................................................................................41
第十章 风险与对策分析............................................................................................................................42
10.1 风险 .................................................................................................................................................42
10.1.1 客源影响带来的风险..............................................................................................................42
10.1.2 人力资源风险..........................................................................................................................42
