目录1.执行摘要...............................................................................41.1服务简介..............................................................................41.2服务特色..............................................................................41.3市场分析及预测..................................................................51.3管理团队...............................................................................51.4员工待遇...............................................................................52.经营理念.................................................................................63.公司概述.................................................................................74.1公司使命..............................................................................74.2业务范围..............................................................................74.3每项业务配套资源...............................................................84.4明确业务定位.......................................................................94.5制定目标.............................................................................105.1产品....................................................................................105.2目标市场定位....................................................................121、火锅城市场细分...............................................................12（1）地理细分....................................................................12（2）人文细分....................................................................13（3）心理细分....................................................................13（4）行为细分....................................................................132、目标市场选择...................................................................14（1）目标市场的确定........................................................14（2）目标市场营销战略....................................................143、市场定位...........................................................................15（1）市场定位战略............................................................15（2）市场定位的意义........................................................165.3优势....................................................................................161、消费群体大....................................................................162、产品质量有保证............................................................163、价格实惠,物美价廉.......................................................174、服务特色化....................................................................175、品牌优势........................................................................176、宣传优势........................................................................17（2）劣势(W).........................................................................181、以火锅饮食产业而言，一般餐饮业较具吸引力........182、店面大小受到限制,无法扩大经营...............................183、天气炎热，从一定程度上阻碍了部分人的消费........185.4策略....................................................................................181、产品策略...........................................................................182、定价策略..............................................................
