1、重庆德庄特色火锅城项目可行性研究报告heart and lungs or that it was more difficult for smoking couples to become pregnant. I certainly didnt know their babies may have a smaller birth weight or even be abnormal in some way. Neither did I know that my cigarette smoke could affect the health of known-smokers. However, w
2、hat I did know was that my girlfriend thought I smelt terrible. She said my breath and clothes smelt, and that the ends of my fingers were turning yellow. She told me that she wouldnt go out with me again unless I stopped! I also noticed that I became breathless quickly, and that I wasnt enjoying sp
3、ort as much. When I was taken off the school football team because I was unfit, I knew it was time to quit smoking.I am sending you some advice I found on the Internet. It might help you to stop and strengthen your resolve. I do hope so because I want you to live as long and healthy a life as I have
4、.Love fromGrandad How can you stop smoking? It is not easy to stop smoking, but millions have managed to quit and so can you. Here are a few suggestions.Prepare yourself. Decide on a day to quit. Dont choose a day that you know is going to be stressful, such as the day of an exam. Make a list of all
5、 the benefits you will get from stopping smoking. Then throw away your last packet of cigarettes.Be determined. Every time you feel like smoking a cigarette, remind yourself that you are a non-smoker. Reread the list of benefits you wrote earlier.Break the habit. Instead of smoking a cigarette, do s
6、omething else. Go for a walk, clean your teeth, drink some water, clean the house; in fact, do anything to keep your mind and especially your hands busy.Relax. If you start to feel nervous or stressed, do not reach for a cigarette. Try some deep breathing instead. Do some relaxation exercises every
7、time you feel stressed.Get help if you need it. Arrange to stop smoking with a friend so you can talk about your problems, or join a stop-smoking group. If you feel desperate, you might lie to talk to a doctor or chemist about something to help you, like nicotine chewing gum.Keep trying. Do not be d
8、isappointed if you have to try several times before you finally stop smoking. If you weaken and have a cigarette, do not feel ashamed. Just try again. You will succeed eventually. HIV/AIDS; ARE YOU AT RISK?HIV is a virus. A virus is a very small living thing that causes disease. There are many diffe
9、rent viruses, for example, the flu virus or the SARS virus. HIV weakens a persons immune system; that is, the part of the body that fights disease. You can have HIV in your blood for a long time, but eventually HIV will damage your immune system so much that your body can no longer fight disease. Th
10、is stage of the illness is called AIDS. If you develop AIDS, your chances of survival are very small.HIV is spread through blood or the fluid that the body makes during sex. For a person to become infected, blood or sexual fluid that carries the virus, has to get inside the body through broken skin
11、or by injection. One day scientists will find a cure for HIV/AIDS. Until that happens, you need to protect yourself. Here are some things you can do to make sure you stay safe.If you inject drugs: do not share your needle with anyone else. Blood from another person can stay on or in the needle. If a
12、 person has HIV and you use the same needle, you could inject the virus into your own blood. do not share anything else that a person has used while injecting drugs. Blood could have spilt on it.If you have sex with a male or a female: use a condom. This will prevent sexual fluid passing from one pe
13、rson to another.The following statements are NOT true. A person cannot get HIV the first time they have sex. WRONG. If one sexual partner has HIV, the other partner could become infected. You can tell by looking at someone whether or not they have HIV. WRONG. Many people carrying HIV look perfectly
14、healthy. It is only when the disease has progressed to AIDS that a person begins to look sick. Only homosexuals get AIDS. WRONG. Anyone who has sex with a person infected with HIV/AIDS risks getting the virus. Women are slightly more likely to become infected than men. If you hug, touch or kiss some
15、one with AIDS or visit them in their home, you will get HIV/AIDS. WRONG. You can only get the disease from blood or sexual fluid. Unfortunately, people with HIV sometimes lose their friends because of prejudice. Many people are afraid that they will get HIV/AIDS from those infected with HIV/AIDS. Fo
16、r the same reason, some AIDS patients cannot find anyone to look after them when they are sick. You can get HIV/AIDS from mosquitoes. WRONG. There is no evidence of this.Unit 4 THE EARTH IS BECOMING WARMER- BUT DOES IT MATTER?During the 20th century the temperature of the earth rose about one degree
17、 Fahrenheit. That probably does not seem much to you or me, but it is a rapid increase when compared to other natural changes. So how has this come about and does it matter? Earth Cares Sophie Armstrong explores these questions.There is no doubt that the earth is becoming warmer (see Graph 1) and th
18、at is it human activity that has caused this global warming rather than a random but natural phenomenon.All scientists subscribe to the view that the increase in the earths temperature is due to the burning of fossil fuels like coal, natural gas and oil to produce energy. Some byproducts of this pro
19、cess are called “greenhouse” gases, the most important one of which is carbon dioxide. Dr Janice Foster explains: “There is a natural phenomenon that scientists call the greenhouse effect. This is when small amounts of gases in the atmosphere, like carbon dioxide, methane and water vapor, trap heat
20、from the sun and therefore warm the earth. Without the greenhouse effect, the earth would be about thirty-three degrees Celsius cooler than it is. So, we need those gases. The problem begins when we add huge quantities of extra carbon dioxide into the atmosphere. It means that more heat energy tends
21、 to be trapped in the atmosphere causing the global temperature to go up.”We know that the levels of carbon dioxide have increased greatly over the last 100 to 150 years. It was a scientist called Charles Keeling, who made accurate measurements of the amount of carbon dioxide in the atmosphere from
22、1957 to 1997. He found that between these years the carbon dioxide in the atmosphere went up from around 315 parts to around 370 parts per million (see Graph 2).All scientists accept this data. They also agree that it is the burning of more and more fossil fuels that has resulted in this increase in
23、 carbon dioxide. So how high will the temperature increase go? Dr Janice Foster says that over the next 100 years the amount of warming could be as low as 1 to 1.5 degrees Celsius, but it could be as high as 5 degrees.However, the attitudes of scientists towards this rise are completely different. O
24、n the one hand, Dr Foster thinks that the trend which increases the temperature by 5 degrees would be a catastrophe. She says, “We cant predict the climate well enough to know what to expect, but it could be very serious.” Others who agree with her think there may be a rise of several metres in the
25、sea level, or predict severe storms, floods, droughts, famines, the spread of diseases and the disappearance of species. On the other hand, there are those, like George Hambley, who are opposed to this view and believe that we should not worry about high levels of carbon dioxide in the air. They pre
26、dict that any warming will be mild with few bad environmental consequences. In fact, Hambley states,” More carbon dioxide is actually a positive thing. It will make plants grow quicker; crops will produce more; it will encourage a greater range of animals all of which will make life for human beings
27、 better.”Greenhouse gases continue to build up in the atmosphere. Even if we start reducing the amount of carbon dioxide and other greenhouse gases, the climate is going to keep on warming for decades or centuries. No one knows the effects of global warming. Does that mean we should do nothing? Or,
28、are the risks too great? WHAT CAN WE DO ABOUT GLOBAL WARMING?Dear Earth Care,I am doing a project on behalf of my school about global warming. Sometimes I feel that individuals can have little effect on such huge environmental problems. However, I still think people should advocate improvements in t
29、he way we use energy today. As Im not sure where to start with my project, I would appreciate any suggestions you may have.Thank youOuyang GuangDear Ouyang Guang,There are many people 重庆德庄特色火锅城项目可行性研究报告 目录第一章、项目总论31、选题的背景和意义32、研究的目的研究的方法3第二章、项目的背景和前景41、公司概述42、项目背景43、加盟公司德庄集团介绍84、对前景的规划9第三章、项目的投资机会分析
30、101、项目宏观环境分析102、行业竞争结构分析123、行业生命周期分析134、项目SWOT分析145、机会分析研究14第四章、项目的市场估测161、市场供需状况162、市场价格状况233、市场趋势预测234、重庆火锅在全国的影响255、市场预测小结27第五章、项目的选址、原材料供应以及生产工艺分析271、生产工艺与流程272、生产规模及原材料供应方案283、设备选择和动力方案324、项目选址和环保33第六章、项目投资估算371 、投资估算的内容372、建设投资估算373、建设期利息估算424、流动资金估算435、汇总编制总投资估算表44第七章、融资方案分析451、项目资金来源452、融资方案
31、分析46第八章、项目财务分析481、营业收入估算482、总成本费用估算483、相关税金估算524、项目利润估算535、财务盈利分析53第九章、项目的组织管理与进度安排561、项目的组织管理设置572、项目的进度安排65第十章、结论与建议651、结论652、建议66第一章、项目总论1、选题的背景和意义本部分对可行性研究的理论背景和现实背景进行了较为详细的分析，以背景分析为基础，阐明了本研究的意义。可行性研究的理论背景早在1933年,美国在开发田纳西河流域时,就开始推行项目可行性研究方法。随后在世界范围内得到了广泛的应用和推广并收到了良好的效果。随着社会经济及相关学科的发展,其研究的内容和方法等都
32、得到了充实和完善。a.国外研究情况首先,可行性研究的项目财务分析,从资金投入与收入的静态分析(不考虑资金的时间价值)发展到动态分析(考虑资金的时间价值)。在1933年,美国在开发田纳西河流域时,使用的就是静态的财务分析。其起源可以追溯到19世纪后期,美国铁路工程师阿萨姆威林顿在其所著铁路位置经济评价一书中,第一次把项目投资同项目资金投入的静态分析结合起来。二战以后,随着西方经济的复兴,工业投资机会急剧增加,出现了资金短缺的局面,因此如何使有限的资金得到最有效的利用,便成为投资者与经营者普遍重视的问题。在1950年其耳丁在投资预算一书中具体阐述了动态分析法,以及合理分配资金的某些方法在经济分析中
33、的应用。从20世纪60年代末期开始,动态分析已成为项目可行性研究所采用的主要方法。其次,可行性研究所涉及的范围,从单一企业效益角度发展至lJ从整个社会效益角度去衡量项目投资的可行性。“20世纪初到50年代前期,项目的可行性研究主要采用财务分析方法,即从企业角度出发,通过对项目的收入与支出的比较来判断项目的优劣。2、研究的目的研究的方法2.1研究的目的 项目可行性研究是出于投资前期，是项目发展周期的第一阶段，也是极为关键的一个阶段，项目的成败主要取决于这一阶段的工作质量。进行本项目研究的目的是通过全面的前期调查、分析、论证，判断项目的可行与否，选择最佳投资方案，实现投资决策的科学化、程序化，提高
34、投资效益，使资源得到最佳配置。2.2研究的方法： 本报告以在济南市泺源大街泉城广场开重庆德庄特色火锅城项目为案例，运用项目管理学、财务管理学等多种学科的理论知识，采用逻辑推理和实证分析、定性与定量相结合的方法，系统的对该项目进行可行性研究，最终得出可行性研究的结论。第二章、项目的背景和前景1、公司概述本公司是一群刚毕业有强烈创业激情的热血大学生响应国家号召并充分利用国家实行的各种鼓励大学生自主创业优惠政策下自己创办的重庆德庄特色火锅餐饮公司。公司采取加盟实力雄厚的德庄集团的发展模式，充分利用德庄现有的品牌以及被大多数消费者所喜爱的独特口味打开济南的火锅市场。公司门市面积2000平方米。内部装修
35、精致内设雅间、大堂以及自助餐专区，主要经营中高低档类消费老少皆宜。2、项目背景重庆火锅又称毛肚火锅或麻辣火锅，起源于明末清初的重庆嘉陵江畔、朝天门一带的船工纤夫的粗放餐饮方式。当时的朝天门，舟楫如梭，樯帆如林，大如涌潮，货如积山，乃渝州水上通衢。那时的船工纤夫属于社会底层的劳苦群众，他们终年以木船为家，在江河上劳碌奔波，不可能随身携带各种复杂的炊具，大抵有一口大锅，几副碗筷。他们把能弄到的各种吃的统一都放在一个锅里煮，然后围而食之。这实际上是古代鼎烹而食的餐饮方式的继续和简陋化。当时的禽畜屠宰场多在江边，由于他们比较穷，与鸡鸭鱼肉无缘，为了维持常年累月超强度的体力劳动，于是他们就把目光投向一般
36、富人甚至市民都不屑一顾的禽畜下水主要是指牛毛肚、猪黄喉、鸭肠、牛血旺等（又称“水八块”）。为了去除或压住下锅之物的腥臊味，就放入比较重的辣椒、花椒，有条件的加入黄酒醪糟以提味。“船头河岸，便捷食品，搭石为灶，捧碗聚盆；披蓑戴笠，避风挡淋。集麻辣鲜香于一锅，嚼酸甜咸淡品人生。美味尽享，甘酒同饮；大汗淋漓，祛湿暖身；涛声悠悠，帆船片片。人间仙景，重庆火锅也。”（摘自秦文武火锅赋）这就是重庆火锅的来源。后来，一些小商贩把这种磋食方法稍加创意，用一根扁担，两副绳索相连，一边是红泥小火炉，上置一只洋铁盆，里面装有翻滚着黑瞅瞅的卤汁，另一头是盛装动物头蹄内脏和佐料。由于价格低廉，经济实惠，吃得方便热烙，受
37、到当时群众欢迎。据传，上世纪二三年代，有马氏兄弟廉价收购不易售出的牛毛肚和血旺，在下半城南纪门的宰房街（现长江大桥桥坎下）开了一家以毛肚为主要菜品的红汤毛肚火锅馆，这才将火锅请进小饭馆定居。大约是在清道光年间，重庆的筵席上才开始有了毛肚火锅。麻辣火锅发源于重庆。大约是在清道光年间，重庆的筵席上才开始有了毛肚火锅。毛肚火锅的起源和由来，说法不一，它的由来和渊源，值得探讨。据老街坊说：毛肚火锅起源于清末民初，重庆码头和街边下力人吃的廉价实惠的街头大众饮食摊上的“水八块”。水八块全是牛的下杂（毛肚、肝腰和牛血旺），生切成薄片摆在几个菜品不同的碟子里，食摊泥炉上砂锅里煮起麻辣牛油的卤汁，食者自备酒，自
38、选一格，站在摊前，拈起碟里的生片，且烫且吃。吃后按空碟子计价。价格低廉，经济实惠，吃得方便热烙，所以受到码头力夫、贩夫走卒和城市贫民的欢迎。至于纯粹地道的毛肚火锅，据老重庆们回忆，出现于民国十五年前后，发源地不是江北而是下半城南纪门的宰房街（现长江大桥桥坎下）。当年牛贩子多从川黔大路赶运菜牛来渝，在南岸过夜，翌日早过江，将牛赶到宰房街宰杀。有马氏兄弟廉价收购不易售出的牛毛肚和血旺，在下宰房街开了一家以毛肚为主要菜品仿市井“水八块”的制作和吃法的红汤毛肚火锅馆。将毛肚漂白洗净，去梗，外加一碟只是芝麻酱和蒜泥的调和。据说，这就是重庆毛肚火锅的起源和得名。直到抗战时期，较场口街边仍有一马姓老妪开一家
39、专供应毛肚的正宗毛肚火锅，碟中的牛毛肚按匹论价（每匹二分钱）。正宗的麻辣毛肚火锅，毛肚的鲜嫩脆香，味道比其他牛猪的下杂远胜一筹，赢得食客赞扬。重庆火锅过去的辉煌：中国是火锅的故乡或发祥地，在异彩纷呈的中华美食大花园中，火锅是一朵艳丽的奇葩。火锅始于东汉时期，盛于清代。出土的东汉文物“斗”就是火锅的雏形，而清嘉庆皇帝登基时所举办的火锅宴标志着火锅进入一个鼎盛时期。 从船工、纤夫等下层劳动大众的“牛下水”，到沿街叫卖的“串串香”，再到坐席上的“麻辣烫”，重庆火锅的形成是一个逐渐演变，逐渐发展壮大的过程。新中国成立直到1980年，重庆市只要屈指可数的几家火锅店。十一届三中全会的胜利召开犹如一夜春风为
40、重庆火锅业带来福音，重庆火锅如雨后春笋般发展起来。从那时起，重庆火锅就进入快速通道。在改革开放的20多年中，重庆火锅发生了沧海桑田般的巨大变化。如今漫步山城，处处可见火锅店，处处可闻火锅香，处处可逛火锅街，处处可进火锅城，诺大一个重庆城，似乎成了火锅的海洋。重庆火锅味型也由麻辣型的红汤逐渐转向海鲜味、鸳鸯味、荔枝味等多种味型，入锅烫食的产品种类更是有了突破性的飞跃发展，烫得无所不能，吃得随心所欲。 重庆是座极赋魅力的城市，这不仅在于其独特的地理环境、气候条件，也不仅仅是山、是雾、是江，更应是人。一份中国城市魅力排行榜把重庆称之为“最火爆的城市”！重庆之火爆，尤其最为体现在极具城市魅力的一种形式
41、，那就是最能体现重庆城市形象的一道绚丽的风景线重庆火锅。不知道是火锅造就了重庆人，还是重庆人火爆的性格发明了得以宣泄情绪的火锅。在国人和老外的眼中，火锅就是重庆，重庆人的性格就像火锅。无论火锅如何在外地开花结果甚至走向世界，也决不可能像在它的“老家”重庆那样，体现得如此轰轰烈烈，如此有声有色，如此淋漓尽致，如此遍及大街小巷，如此深入千家万户。 以火锅为舞台，展示重庆人的思维创新方式，生活习惯及重庆的民俗、民风，自然景观，人文景观，展示出原汁原味的重庆文化和有着无法抗拒，充满阳刚之美的男人和充满阴柔之美的女人，而这一切在重庆火锅文化中有着充分的体现。重庆人和重庆文化的包容性，以及多样性在火锅里表
42、现得最为淋漓尽致，而且也是将人、景、地理特征融为一体形成一道独特风景线的最佳表现形式。 “山”是重庆的傲骨，“水”是重庆的亲情，（也意味着重庆的男人和女人）。重庆爬坡上坎的地理环境，给人以野性的冲击力，心灵的震撼力。地理地貌对其化风格的形成，起着至关重要的作用。而简单、热情、纵情的火锅既能呼应重庆人的豪爽性情，又是重庆人耿直酣畅的象征，重庆的文化味就是滚和辣。滚：是热血翻腾，敢作敢为，胆大包天；而辣：则是象重庆辛辣刺激的火锅一样，沉醉于其中，感性与任性相结合，重庆就是这么一个水深火热的城市，重庆火锅就是这样魅力无穷城市的真实写照。素有“没吃过重庆火锅就等于没真正到过重庆城”的说法，因此，重庆火
43、锅是重庆城市绝无仅有的最好的名片。可以这样说，火锅成了重庆和重庆人的名片，也成为重庆人引以自豪的资本。重庆火锅对中国饮食文化的特殊贡献。重庆火锅以一款源自草莽的民间小吃，居然成就了如此巨大的声势，遍布全国大江南北，长城内外，甚至跨越重洋。在重庆，火锅的信徒数以千万计，火锅店上万家，其密度、总数，大大超过北方的饺子馆和南方的小面铺，有“日暮长街吃火锅，家家扶得醉人归”的真实写照，其景其情，令食者悠然神往，如痴如醉，不可或缺，成为巴渝文化向外交流的友好大使。重庆火锅是具有极大潜力和发展前景的朝阳产业。改革开放以来，重庆火锅业虽然发展较快，但目前仍存在着规模偏小、科研技术落后、经营管理薄弱、专业人才
44、匮乏、品牌寿命较短、企业文化模糊、规范程度不高等诸多问题。骄人的业绩和发展势头令国人自豪。重庆火锅不仅是一种本地人根深蒂固的习惯，更是外地人、国际友人了解重庆人的一种方式。他们走到重庆都会被这种特殊的形式所震撼、诱惑和陶醉。重庆火锅不仅在经济上给重庆城市带来更多的效益，而且在解决就业和再就业方面所产生的社会效益有目共睹，共直接、间接地解决了近百万人的就业问题，推动了城市经济和相关产业的发展。以德庄为代表的农业产业化经营，不但让企业拥有充沛的资源，而且农民也通过适当扩大经营规模，提高劳动生产率，降低平均生产成本，从而实现规模效益。据不完全统计，到2006年，重庆火锅企业有15000多家，年创产值
45、近400亿；国内外重庆火锅加盟连锁店2000多家；相关从业人员几百万人。重庆火锅是东方饮食文化绚丽多彩的奇葩，是世界饮食行业的一大奇观。巴渝文化，是中国传统文化源远流长的一部分。重庆人数百年来炼就的火锅文化就是巴渝文化的浓缩。文化是重庆火锅发展的源泉、基础和支撑，更是市场差异化竞争的要求。如今，昔日果腹的火锅已成为一种文化现象，火锅文化正在重庆悄然兴起，并不断发展、壮大。而重庆德庄饮食文化公司“天下第一大火锅”的诞生，将火锅文化推向新的进程，是重庆火锅史上的里程碑。几十年来，重庆火锅逐渐从原始积累的躁动中走向理性经营的良性发展轨道。以德庄绿色毛肚为标志的绿色消费在火锅业中逐渐发展、成熟，走健康
46、绿色之路已成为大多数火锅企业发展的方向，而在民众中品健康火锅，绿色火锅也成为一种时尚。 上世纪末开始的大规模连锁加盟，标志着重庆火锅已进入成熟发展期，几乎是有华人的地方，就有重庆火锅。重庆火锅从历史的风雨中走来，不断发展、成熟，如今已成为重庆经济链上的一个重要支柱，更成为重庆城市形象宣传的最佳载体，使重庆这个城市走向全国，更被推上世界餐饮大舞台。 重庆火锅的魅力、发展和影响早已超出它作为一种饮食形式的范畴，它是重庆人性格的写照，更是现代重庆人与外界通商、交流、聚合、情趣表达等一种特殊的表达形式。同时也是重庆山、水、特殊地理、地域文化融为一体的具体象征，不但是一种上至达官贵人，下至平民百姓，男女
47、老少皆宜通融的一种美味佳肴，而且还是具有保健药理性能的一道滋补大菜。 可以说，火锅是重庆人的杰作，重庆人的荣誉和生命。对重庆火锅，生为重庆人无不为之自豪，作为他乡人更是叹为可观，重庆火锅代表的不仅是一种东方饮食习惯，更是具有悠久历史的中华民族奉献给人类社会的文化经典！济南现目前还没有地道的重庆德庄火锅城，火锅餐饮还有很大发展空间。现有的大型火锅店的水平跟正宗的重庆火锅还有较大的差距，泺源大街在济南市历史悠久泺源就是泺水之源，趵突泉是古泺水的源头，趵突泉南边的大街据此起名叫泺源大街，现在趵突泉的水流入护城河，到河套庄再与大明湖流出的水汇合，流入小清河，“泺水”历史上曾经流入“济水”，入济水的地方
48、叫“泺口”后来黄河夺占了济水的河道，黄河是地上河，河岸高出地面，泺水不能流入黄河，就流入小清河了。这里人杰地灵很大的客流量因此在这设店可以算是占尽天时、地利、人和。3、加盟公司德庄集团介绍德庄集团介绍：行业龙头：05年名列中国连锁百强餐饮第六位，重庆餐饮第一位；06年名列中国连锁百强餐饮第五位，重庆餐饮第一位。 农业重点龙头企业：05年集团被评为重庆市农业综合开发重点龙头企业；07年集团被评为农业产业化国家重点龙头企业。 火锅业界唯一与科技联姻打造绿色产品：与西南农大采用复合酶技术打造的“德庄毛肚”和“青青草毛肚”荣获全国商业科学技术进步三等奖，健康美味，是重庆火锅协会推荐菜品，凭此金牌菜品的竞争优势，加盟店在全国各地掀起了绿色风暴；“德庄毛肚”市场评估达到1117万元。最大的专业火锅集团：5大子公司、30余家自营火锅酒楼，400余家加盟酒楼和1个研究所共同构建重庆德庄火锅航母。全国连锁店市场占有率居第一：火锅专家，执重庆火锅牛耳，最多直营店，最多加盟
