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戴斯酒店商业融资计划书

作者:admin发布时间:2018-07-18 14:02

l项目概述                                                                                                                              
(一) 消费群体构成                                                                                                                   
当前,中国大众旅游的发展,异地商务、公务等交流日益频繁,为星级酒店的发展打下了广阔的市场基础。中国星级酒店接待的住客,既有国内客人,也有入境客人。据国家有关方面的统计,XXXXX
4444年入境过夜旅游者为4991万人次,比上年增长6.6%;国际旅游(外汇)收入339.49亿美元,比上年增长15.9%。国内旅游者为13.94亿人次,比上年增长15.0%;国内旅游总收入为6230亿元,比上年增长17.9%。                                 
  显然,星级酒店就是为他们服务的。无论是为了商务、公务、会议或者展览,还是为了观光、购物、度假或者是探亲访友,抑或是为了经济、文化、体育等等的交流,他们都是酒店的顾客。                                    
  有关资料显示,年,中国星级酒店住客中,商务散客占43%;公司协议客户占22%;会议团队占5%;旅行团队占4%;休闲散客占8%;其他占8%。                                                                            
  从XXXX年与2005年的比较中,可以发现,虽然中国酒店的住客构成在总体上没有过大的起落,但是其变化也不容忽视。比如商务住客的增长,就是值得十分注目的。虽然不少入境的外国客人常常选择在星级酒店下榻,但是国内住客目前仍然占着绝大多数(为88%)。                                                                  
(二) 国内目前连锁经济型酒店连锁经营的发展趋势                                                                                                  
目前中国目前共有星级酒店11828家,客房平均出租率为60.96%。值得注目的是,星级越低、价格越低的内资星级饭店,反倒出租率越低(其中三星级出租率为61.21%;二星级出租率为57.11%;一星级出租率为49.60%)。其经济效益也不甚理想,其中占星级酒店95.36%的11828家内资饭店,几乎全面亏损,有25个省市的内资星级饭店的平均利润均为负数。                                                                                           
相形之下,中国经济型酒店却是一片光明。另一份正式资料显示,中国经济型酒店,2005年的平均出租率为89.0%,XXXX年的平均出租率为82.4%;XXXX年的GOP竟然高达44.47%。                                                                                    
经济型酒店在今后的发展中能够更有利地享受到如下的发展机遇。                                                                                   
A:居民出行的增长。                                                                                                                                                   
B:奥运商机。2007年是北京筹办奥运会的决战之年。根据有关要求和测算,2008年奥运会期间,北京的星级酒店将达到800家。而据此前不久的统计,目前北京地区共有住宿接待单位4761家,客房28万间左右(其中星级酒店658家,客房11.2万间)。缺少的142家酒店的空白,有关方面希望主要通过改造和升级现有非星级酒店来填补。  

                                                                                                      
第一章总论                                                                                                                                                
   1项目概况                                                                                                           
   2项目提出的背景及建设必要性                                                                          
   3可行性研究的依据和范围                                                                                                   
   4本项目与其他项目相比较优势分析                                                                         
   5本项目前景预测                                                                                        
第三章项目定位                                                                                                       
   1主题定位                                                                                                 
   2功能定位                                                                                                           
   3市场定位                                                                                                  
   4项目建设方案及规划设计定位                                                                                
   5价格定位                                                                                                     
   6入市姿态及推广时机定位                                                                                                      
   7销售方式定位                                                                                                  
   8物业管理定位                                                                                                      
第四章营销策略                                                                                                     
   1宣传主题概念                                                                                         
   5分阶段控制的公关效果                                                                                                                
   6外发式宣传策略                                                                                        
   8资金回笼计划                                                                                                           
第五章投资估算和资金筹措                                                                                               
   1投资估算                                                                                                                        
   2资金筹措                                                                                                
第六章财务评价与社会效益分析                                                                           
   1盈亏平衡分析                                                                                                    
   2赢利预测                                                                                                  
   3敏感性分析                                                                                                           
   4社会效益分析                                                                                                        
第七章结论      

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