江上重慶餐飲文化有限公司商業(yè)計劃書

1、me, she said. do you always get up so late ? its one oclock!lesson 3 please send me a card 請給我寄一張明信片 postcards always spoil my holidays. last summer, i went to italy. i visited museums and sat in public gardens. a friendly waiter taught me a few words of italian. then he lent me a book. i read a few

2、 lines, but i did not understand a word. every day i thought about postcards. my holidays passed quickly, but i did not send any cards to my friends. on the last day i made a big decision. i got up early and bought thirty-seven cards. i spent the whole day in my room, but i did not write a single ca

3、rd !lesson 4 an exciting trip 激動人心的旅行i have just received a letter from my brother, tim. he is in australia. he has been there for six months. tim is an engineer. he is working for a big firm and he has already visited a great number of different places in australia. he has just bought an australian

4、 car and has gone to alice springs, a small town in the centre of australia. he will soon visit darwin. from there, he will fly to perth. my brother has never been abroad before, so he is finding this trip very exciting.lesson 5 no wrong numbers 無錯號之虞 mr james scott has a garage in silbury and now h

5、e has just bought another garage in pinhurst. pinhurst is only five miles from silbury, but mr scott cannot get a telephone for his new garage, so he has just bought twelve pigeons. yesterday, a pigeon carried the first message from pinhurst to silbury. the bird covered the distance in three minutes

6、. up to now, mr scott has sent a great many requests for spare parts and other urgent messages from one garage to the other. in this way, he has begun his own private telephone service.lesson 6 percy buttons 珀西巴頓斯i have just moved to a house in bridge street. yesterday a beggar knocked at my door. h

7、e asked me for a meal and a glass of beer. in return for this, the beggar stood on his head and sang songs. i gave him a meal. he ate the food and drank the beer. then he put a piece of cheese in his pocket and went away. later a neighbour told me about him. everybody knows him. his name is percy bu

8、ttons. he calls at every house in the street once a month and always asks for a meal and a glass of beer.lesson 7 too late 為時太晚 the plane was late and detectives were waiting at the airport all morning. they were expecting a valuable parcel of diamond from south africa. a few hours earlier, someone

9、had told the police that thieves would try to steal the diamonds. when the plane arrived, some of the detectives were waiting inside the main building while others were waiting on the airfield. two men took the parcel off the plane and carried it into the customs house. while two detectives were kee

10、ping guard at the door, two others opened the parcel. to their surprise, the precious parcel was full of stones and sand!lesson 8 the best and the worst 最好的和最差的joe sanders has the most beautiful garden in our town. nearly everybody enters for the nicest garden competition each year, but joe wins eve

11、ry time. bill friths garden is larger than joes. bill works harder than joe and grows more flowers and vegetables, but joes garden is more interesting. he has made neat paths and has built a wooden bridge over a pool. i like gardens too, but i do not like hard work. every year i enter for the garden

12、 competition too, and i always win a little prize for the worst garden in the town!lesson 9 a cold welcome 冷遇on wednesday evening, we went to the town hall. it was the last day of the year and a large crowd of people had gathered under the town hall clock. it would strike twelve in twenty minutes ti

13、me. fifteen minutes passed and then, at five to twelve, the clock stopped. the big minute hand did not move. we waited and waited, but nothing happened. suddenly someone shouted, its two minutes past twelve! the clock has stopped! i looked at my watch. it was true. the big clock refused to welcome t

14、he new year. at that moment everybody began to laugh and sing.lesson 10 not for jazz 不適于演奏爵士樂we have an old musical instrument. it is called a clavichord(翼琴). it was made in germany in 1681. our clavichord is kept in the living-room. it has belong to our family for a long time. the instrument was bo

15、ught by my grandfather many years ago. recently it was damaged by a visitor. she tried to play jazz on it! she struck the keys too hard and two of the strings were broken. my father was shocked. now we are not allowed to touch it. it is being repaired by a friend of my fathers.lesson 11 one good tur

16、n deserves another 禮尚往來i was having dinner at a restaurant when harry steele came in. harry worked in a lawyers office years ago, but he is now working at a bank. he gets a good salary, but he always borrows money from his friends and never pays it back. harry saw me and came and sat at the same tab

17、le. he has never borrowed money from me. while he was eating, i asked him to lend me &2. to my surprise, he gave me the money immediately. i have never borrowed any money from you, harry said, so now you can pay for my dinner!lesson 12 goodbye and good luck 再見，一路順風our ncighbour, captain charles alis

18、on, will sail from portsmouth tomorrow. we shall meet him at the harbour early in the morning. he will be in his small boat, topsail.tapsail is a famous little boat. it has sailed across the atlantic many times. captain alison will set out at eight oclock so we shall have plenty of time. we shall se

19、e his boat and then we shall say good-bye to him. he will be away for two months. we are very proud of him. he will take part in an important race across the atlantic.lesson 13 the greenwood boys 綠林少年the greenwood boys are a group of popular singers. at present, they are visiting all parts of the co

20、untry. they will be arriving here tomorrow. they will be coming by train and most of the youngpeople in the town will be meeting them at the station. tomorrow evening they will be singing at the workers club. the greenwood boys will be staying for five days. during this time, they will give five per

21、formances. as usual, the police will have a difficult time. they will be trying to keep order. it is always the same on these occasions.lesson 14 do you speak english? 你會講英語嗎？i had an amusing experience last year. after i had left a small village in the south of france, i drove on to the next town.

22、on the way, a young man waved to me. i stopped and he asked me for a lift. as soon as he had got into the car, i said good morning to him in french and he replied in the same language. apart from a few words, i do not know any french at all. neither of us spoke during the journey. i had nearly reach

23、ed the town, when the young man suddenly said, very slowly, do you speak english? as i soon learnt, he was english himself!lesson 15 good news 佳音 the secretary told me that mr. harmsworth would see me. i felt very nervous when. i went into his office. he did not look up from his desk when i entered.

24、 after i had sat down, he said that business was very bad. he told me that the firm could not afford to pay such large salaries. twenty people had already left. i knew that my turn had come. mr. harmsworth, i said in a weak voice. dont interrupt, he said. then he smiled and told me i would receive a

25、n extra &100 a year!lesson 16 a polite request 彬彬有禮的要求if you park your car in the wrong place, a traffic policeman will soon find it. you will be very lucky if he lets you go without a ticket. however, this does not always happen. traffic police are sometimes very polite. during a holiday in sweden,

26、 i found this note on my car: sir, we welcome you to our city. this is a no parking area. you will enjoy your stay here if you pay attention to our street signs. this note is only a reminder. if you receive a request like this, you cannot fail to obey it!lesson 17 always young 青年常駐my aunt jennifer i

27、s an actress. she must be at least thirty-five years old. in spite of this, she often appears on the stage as a young girl. jennifer will have to take part in a new play soon. this time, she will be a girl of seventeen. in the play, she must appear in a bright red dress and long black stockings. las

28、t year in another play, she had to wear short socks and a bright, orange-coloured dress. if anyone ever asked her how old she is, she always answers, my dear, it must be terrible to be grown up!lesson18 he often does this! 他經常干這種事！after i had had lunch at a village inn, i looked for my bag. i had le

29、ft it on a chair beside the door and now it wasnt there ! as i was looking for it, the inn-keeper came in. did you have a good meal ? he asked. yes, thank you, i answered, but i cant pay the bill. i havent got my bag. the inn-keeper smiled and immediately went out. in a few minutes he returned with

30、my bag and gave it back to me. im very sorry, he said my dog had taken it into the garden. he often does this.lesson19 sold out 票已售完the play may begin at any moment, i said. it may have begun already, susan answered.i hurried to the ticket-office. may i have two tickets please ? i asked.im sorry, we

31、ve sold out, the girl said.what a pity! susan exclaimed.just then, a man hurried to the ticket-office.can i return these two tickets? he asked.certainly, the girl said.could i have those two tickets please ? i asked.certainly, the girl said, but they are for next wednesdays performance.i might as we

32、ll have them, i said sadly.lesson20 one man in a boat 獨坐孤舟fishing is my favourite sport. i often fish for hours without catching anything. but this does not worry me. some fishermen are unlucky. instead of catching fish, they catch old boots and rubbish. i am even less lucky. i never catch anything-

33、not even old boots. after having spent whole mornings on the river, i always go home with an empty bag. you must give up fishing! my friends say. its a waste of time. but they dont realize one important thing. im not really interested in fishing. i am only interested in sitting in a boat and doing n

34、othing at all !lesson21 mad or not? 是不是瘋了？aeroplanes are slowly driving me mad. i live near an airport and passing planes can be heard night and day. the airport was built during the war, but for some reason it could not be used then. last year, however, it came into use. over a hundred people must

35、have been driven away from their homes by the noise. i am one of the few people left. sometimes i think this house will be knocked down by a passing plane. i have been offered a large sum of money to go away, but i am determined to stay here. everybody says i must be mad and they are probably right.

36、lesson22 a glass envelope 玻璃信封my daughter, jane, never dreamed of receiving a letter from a girl of her own age in holland. last year, we were travelling across the channel and jane put a piece of paper with her name and address on it into a bottle. she threw the bottle into the sea. she never thoug

37、ht of it again, but ten months later, she received a letter from a girl in holland. both girls write to each other regularly now. however, they have decided to use the post-office. letters will cost a litt1e more, but they will certainly travel faster. lesson23 a new house 新居i had a letter from my s

38、ister yesterday. she lives in nigeria. in her letter, she said that she would come to england next year. if she comes, she will get a surprise. we are now living in a beautiful new house in the country. work on it had begun before my sister left. the house was completed five months ago. in my letter

39、, i told her that she could stay with us. the house has many large rooms and there is a lovely garden. it is a very modern house, so it looks strange to some people. it must be the only modern house in the district.lesson24 it could be worse 不幸中之萬幸i entered the hotel managers office and sat down. i

40、had just lost &50 and i felt very upset. i left the money in my room, i said, and its not there now. the manager was sympathetic, but he could do nothing. everyones losing money these days, he said. he started to complain about this wicked world but was interrupted by a knock at the door. a girl cam

41、e in and put an envelope on his desk. it contained &5o. i found this outside this gentlemans room she江上重慶餐飲文化有限公司商業(yè)計劃書第一部分 總概述4第二部分 項目介紹4(一) 項目簡介 4(二) 發(fā)展戰(zhàn)略4(三) 總體規(guī)劃與困難5第三部分 市場分析5(一) 市場介紹5(二) 目標市場及目標消費群體6(三) 市場預測6第四部分 競爭分析7(一) 競爭對手7(二) 合作伙伴7第五部分 消費者分析8第六部分 項目分析10(一) 項目優(yōu)勢分析10(二) 項目選址分析11第七部分 銷售分析12(一)

42、 銷售策略12(二) 推廣策略12第八部分 財務分析14(一) 項目初期投資估算14(二) 資金運營16第九部分 風險分析16(一) 財務風險16(二) 競爭風險17附錄：重慶火鍋市場消費者意見調查問卷18第一部分 總概述重慶人與生俱來的火鍋情結，不僅征服了眾多華夏同胞染指朵頤，也令遠道而來的外賓食客垂涎探湯。重慶火鍋以它獨特的麻辣燙風味，名揚四海，香動五洲。麻出了奇趣，辣出了濃情，燙出了底蘊深厚、激情浩蕩的火鍋飲食文化。被稱為天下第一火鍋聯(lián)的“垂雙竿，釣魚鰍黃鱔嘗鮮，麻也辣也奇也；燙百味，撈毛肚鴨腸果腹，汗哉涕哉樂哉”，讓你對重慶“老火鍋”產生無比的眷戀。一鍋沸湯，更把重慶人的熱情耿直、勇猛

43、進取的個性表現(xiàn)得淋漓盡致，火鍋，也自然成為了代表重慶文化的名片之一。雖然重慶的火鍋餐飲企業(yè)品牌眾多，其中也不乏網點遍布全國、資產過億、名聲大振的著名企業(yè)，然而作為重慶火鍋文化核心代表的“老火鍋”市場卻似乎一直處于低迷狀態(tài)，“老火鍋”的核心文化沒有受到重視和推廣，各家“老火鍋”餐飲企業(yè)的品牌優(yōu)勢不突出，且硬件設施和服務質量不完善。本項目針對這些市場特點和問題，旨在建立一個能夠代表“重慶老火鍋第一品牌”的正宗的老火鍋餐飲企業(yè)，保護和發(fā)揚重慶的老火鍋文化，樹立高品質、專業(yè)化的服務以及優(yōu)秀的企業(yè)文化和理念。該項目將填補重慶火鍋市場的空缺，對那些喜愛重慶老火鍋和重慶火鍋文化的廣大目標消費者，會有極大的吸

44、引力。在前期收效的基礎上，我們將不斷擴大規(guī)模，發(fā)揮規(guī)模效應，高效利用資源，在獲取利潤的同時，真正樹立起老火鍋這張重慶的名片，真正將“江上重慶”品牌化。第二部分 項目介紹（一）項目簡介項目名稱：江上重慶餐飲文化有限公司商業(yè)計劃書項目宗旨：旨在樹立重慶老火鍋的第一品牌，傳播重慶火鍋真正的文化精髓，用特色的火鍋口味和精細化的優(yōu)質服務贏取顧客的忠誠度。項目理念：老火鍋味型+老火鍋文化+精細化服務=重慶老火鍋第一品牌（二）發(fā)展戰(zhàn)略1、第一階段這一階段屬于新店開張試營業(yè)階段。一方面主要是通過大力的廣告宣傳活動，進一步加強消費者對于重慶“老火鍋”文化的理解，另一方面提高口碑營銷效果，注重火鍋口味和優(yōu)質服務，

45、以最快速度吸引消費者，使之接受一個新的重慶“老火鍋”品牌。2、第二階段在這一階段屬于企業(yè)發(fā)展前期，旨在盡快回收投資成本和盈利，同時不斷地進行市場調查，把握市場狀況，及時調整價格，通過各種優(yōu)惠活動或促銷方式等進一步擴大銷售額，宣傳企業(yè)的文化和經營理念。3、第三階段這一階段屬于盈利階段，逐步樹立企業(yè)在重慶老火鍋市場中第一品牌的形象，提高企業(yè)的核心競爭力，引領重慶“老火鍋”文化潮流，在此階段可適當將目標市場逐步擴大到四川等西南地區(qū)，經營方式可采用直營經營模式。（三）總體規(guī)劃與困難1、發(fā)展初期受到原有知名火鍋餐飲企業(yè)的競爭沖擊，品牌方面有難度，吸引力不明顯解決方案：可以采用“星火燎原”式發(fā)展，不急于規(guī)

46、模的擴張，而采用先集中優(yōu)勢突破幾點，再慢慢實現(xiàn)其他步驟。如剛開始時一定要對火鍋原料的來源嚴格把關，提高主廚的技術要求，注重真正老火鍋的正宗口味，建立良好的就餐環(huán)境，提供精細化的服務，讓人能夠在舒適干凈的環(huán)境中享受到最正宗重慶“老火鍋”，體味酣暢淋漓的氛圍，這樣通過口碑營銷很快就能將品牌傳播，從而吸引更多的顧客。2、發(fā)展后期容易受其他企業(yè)的影響，丟失企業(yè)的核心文化解決方案：要堅持走特色化經營的戰(zhàn)略，我們定位于“重慶老火鍋的第一品牌”，就不能盲目的求大求全，以為追求規(guī)模的擴張。第三部分 市場分析（一）市場介紹1、重慶火鍋行業(yè)市場分析與其他服務業(yè)相比，中國的餐飲業(yè)發(fā)展十分迅猛，而火鍋作為重慶的特色餐

47、飲，已成為我市商貿系統(tǒng)的一大支柱產業(yè)。目前重慶火鍋在全國的經營戶已達到12800多家。截至2006年，全市共有餐飲網點(店)8. 05萬個，其中火鍋店5萬多個，占到餐飲網點的62.2%，超過半數以上；全市火鍋餐飲年營業(yè)收入78億元，占全市餐飲業(yè)營業(yè)總額的40.2%；火鍋企業(yè)從業(yè)人員達43萬人，占全市餐飲從業(yè)人員60.4%。重慶火鍋在重慶以外開店3000多個，遍布北京、上海等主要大中型城市和美國、英國、澳人利亞等10多個國家。重慶火鍋產業(yè)的發(fā)展，對于拉動消費，擴大就業(yè)，提高人民生活質量，推動商貿服務，以及帶動相關待業(yè)的發(fā)展都具有十分重要的作用。2、重慶火鍋市場細分化分析重慶火鍋大體向三個方面演化

48、：（1）高檔化：以海鮮等高檔菜品為主、裝飾考究的高價位火鍋；（2）新特色化：以新風味、新主菜品為特色的“改良型”中檔火鍋，如藥膳火鍋、魚火鍋、啤酒鴨火鍋，以其獨有的風味吸引了部分消費者；（3）大眾化：以20元到30元“水酒包干”銷售方式為代表的低價格、大眾化火鍋，該類火鍋在調料、菜品和消費環(huán)境方面都盡其可能的低成本化和簡化。據調查，三類火鍋市場的細分結構大體如下：細分市場高檔市場新特色市場大眾市場市場比例9%37%54% 從以上分析可看出，重慶火鍋的高檔化、新特色化和大眾化的演繹發(fā)展都在某種程度上偏離了重慶傳統(tǒng)火鍋固有的風味、菜品和消費文化特色，為“老火鍋”的興起留下了市場空隙。另外，從市場定

49、位的角度分析，重慶“老火鍋”屬中檔型，既非低“水酒包干”的大眾化市場定位，也非大眾不敢奢望的高檔市場定位，而與現(xiàn)代的新特色化火鍋市場定位最接近，但在風味特色方面區(qū)別顯著，這便是“老火鍋”生長的市場基點。（二）目標市場及目標消費群體我們項目將目標市場范圍定義在重慶地區(qū)(后期將擴大到西南地區(qū))，其目標消費群體自然就是對“老火鍋”有消費偏好，注重“老火鍋”的飲食口味和就餐氛圍的消費群體。（三）市場預測 1、俗話說“民以食為天”，雖然在經濟危機大背景之下，許多行業(yè)的市場表現(xiàn)并不樂觀，但是餐飲業(yè)仍然有很強的生命力，而火鍋是重慶人特有的消費偏好，市場發(fā)展穩(wěn)定。且火鍋企業(yè)市場擴張能力強，潛力無限。許多企業(yè)十

50、年經營，網點遍布，資產過億。2、重慶的火鍋餐飲企業(yè)非常多，市場競爭壓力大，在眾多著名老牌企業(yè)和新派火鍋的沖擊下，要想迅速占領市場份額有一定的難度。但是“老火鍋”蘊含著豐富的火鍋文化，其口味和就餐氛圍都更加為川渝地區(qū)的人群所親睞。而且重慶火鍋業(yè)競爭格局正在分化，老牌企業(yè)戰(zhàn)略遲暮，新派火鍋叫好不叫座，重慶本土市場出現(xiàn)了“老火鍋”市場的空缺現(xiàn)象。各種“老火鍋”品牌散而雜，規(guī)模有限，衛(wèi)生、服務質量較低等等。因此，我們只要充分挖掘出“老火鍋”的文化內涵并加大力度宣傳，不要盲目的追隨知名企業(yè)求大求全的外向型發(fā)展，結合川渝人的飲食特點，抓住本質走特色經營化道路，完善企業(yè)的硬件設施建設，提高服務質量，做“重慶

51、老火鍋”的第一品牌同樣值得期待。第四部分 競爭分析（一）競爭對手1、現(xiàn)有的競爭者：一是主要以奇火鍋、小天鵝火鍋、秦媽火鍋、德莊火鍋等一系列知名企業(yè)為代表的老牌火鍋和新派火鍋，它們以對傳統(tǒng)老火鍋的口味進行了改良，這些企業(yè)實施的是走出去的戰(zhàn)略，更加注重市場份額的擴大；不斷研發(fā)新菜品，以適應廣大消費群體不同的口味需求；不斷改良火鍋類型，強調健康與美味兼顧。二是一些原有的老火鍋品牌，如坎下老灶火鍋、趙二火鍋、洞子老火鍋、牛山老火鍋、幺幺幺老火鍋等，這些老火鍋企業(yè)的規(guī)模雖沒有上述知名新派火鍋的規(guī)模大，但在重慶地區(qū)已有了較好的口碑，有一定的知名度。但是這些老火鍋的就餐環(huán)境和衛(wèi)生服務質量一直是人們爭論的焦點

52、。2、替代或潛在的競爭者 川渝的串串以及一些小火鍋餐飲行業(yè)也在快速的發(fā)展，這些企業(yè)產品的價格更加低廉，菜品也較為豐富，在一定范圍一定區(qū)域內也頗受消費者的喜愛。另外，在我們以“老火鍋”為差異化特色經營戰(zhàn)略的同時，將可能出現(xiàn)一些新的潛在競爭對手，原來的一些“老火鍋”品牌企業(yè)，也許會改變發(fā)展戰(zhàn)略，利用原來已有的口碑營銷，擴大其市場空間，擴大企業(yè)規(guī)模等等（二）合作伙伴1、重慶市火鍋協(xié)會可以通過與重慶市火鍋協(xié)會合作，共同擴大品牌的宣傳力度，舉辦各種活動進一步強化人們對“重慶老火鍋”文化的認識和理解。2、火鍋原料生產商和銷售商老火鍋從牛油鍋底到各式調料，從菜品到小吃等，企業(yè)可以通過與原料生產商和銷售商的長

53、期合作，縮短供應鏈，加快資金周轉率，來應對激烈的市場競爭。3、與媒體合作促進品牌的廣告宣傳和口碑宣傳第五部分 消費者分析在消費者分析調查中，我們共發(fā)放了300份調查問卷，其中有效問卷為285份，根據調查數據的統(tǒng)計，有以下分析：1、 從火鍋和新派火鍋的對比來看，有81%都比較喜歡老火鍋，但消費者對“老火鍋”的發(fā)展前景的看法分歧較大，認為發(fā)展前景“很好”和“不好”分別為18%和19%，兩種觀點的人數大體相當，而更多的人選擇“不知道”，認為“主要取決于老火鍋經營者的經營方式和特色”。但對于老火鍋的文化而言，有超過70%的被訪者都希望拯救重慶的老火鍋文化，使之得到保護和發(fā)展， 2、在對消費者的消費意向

54、調查中，老火鍋作為商務消費和慶宴的比例并不大，仍然屬于中檔消費水平，主要是朋友親戚間請客時的就餐選擇。3、影響消費者選擇火鍋品牌的因素中，有選擇了78.95%火鍋的味道，其次是就餐環(huán)境，有38.95%的人選擇，再次就是服務因素。由此可見，隨著生活水平的提高，當今人們選擇火鍋已不再過多的考慮價格因素，而是更加關注其口感和一種舒適的就餐環(huán)境氛圍，注重享受更加優(yōu)質精細化的服務。4、 在對老火鍋的就餐環(huán)境調查中，有44.41%的被訪者雖然很喜歡吃老火鍋，但由于其衛(wèi)生狀況的原因很少選擇；而有27.37%的人則認為吃老火鍋講究的就是一種隨意的氛圍。對此我們認為，如果能夠保留老火鍋原有的豪放隨意的就餐氛圍，

55、但同時提高衛(wèi)生條件狀況的話，將吸引更多的消費者。5、 當問及老火鍋需要改進的地方時，有37.65%的被訪者認為衛(wèi)生條件是老火鍋最需要改進的地方，有22.94%的被訪者選擇了服務質量。消費者對于老火鍋的店鋪選址的要求并不是很高。這也再次證明了要想做好老火鍋市場，必須在店面的衛(wèi)生條件和服務質量上下足功夫。第六部分 項目分析（一）項目的優(yōu)勢分析1、“老火鍋”具有深厚的文化底蘊，體現(xiàn)的是重慶傳統(tǒng)火鍋真正的核心文化價值重慶俗稱“山城”、“霧都”，“碼頭文化”甚濃，潮濕炎熱，爬坡上坎的風土環(huán)境造就了重慶人勤勞質樸、豪邁直爽的性格。重慶的火鍋據說也是起源于長江、嘉陵江上的船工纖夫的餐飲方式船工號子回蕩在江面

56、上，鏗鏘有力的呼喊如同重慶火鍋跳躍的火焰與激蕩的鹵汁，熱烈、歡騰。船工們常常圍聚而食，既能驅寒又可減輕疲勞，還可將勝利的號角帶入歡樂的飲食之中?？梢?，碼頭文化和纖夫文化其實可以說是重慶火鍋的起源，而“老火鍋”恰恰蘊含了這種豐富的文化它不僅保留了火鍋傳統(tǒng)的原料和口味：以老油為鍋底，以重慶火鍋特有的濃烈，厚重的麻、辣、燙、鮮口味為特色，并配以傳統(tǒng)的器具：土灶、鐵鍋、分格、粗碗、條凳等。同時，“老火鍋”也保留了一種給人以酣暢淋漓的餐飲氛圍，而本項目的目標之一正是保護和發(fā)揚重慶的老火鍋文化。2、重慶的“老火鍋”市場存在空缺現(xiàn)象重慶真正的“老火鍋”，除臨江門洞子下五六家共20余張火鍋桌保持傳統(tǒng)重慶風味外，幾乎都在快餐化和犧牲特色的特色化中喪失了重慶老火鍋的原有風味。重慶雖然有眾多的火鍋餐飲企業(yè)，也不乏像“小天鵝”、“秦媽”、“奇火鍋”、“德莊”“劉一手”等許多著名的火鍋品牌企業(yè)，但是這些知名企業(yè)基本上都注重走外向型擴張戰(zhàn)略，不斷擴大菜樣品種，卻忽視其在重慶本土市場的經營特色。而一些雖然掛著“老火鍋”招牌的餐飲企業(yè)，其口味也已經變了樣。因此，從市場的角度看，重慶火鍋業(yè)競爭格局正在分化，老牌企業(yè)戰(zhàn)略遲暮，新派