蛋糕烘培店投资经营项目创业计划书

目 录

第1章 执行总结···················································································· 1

项目、市场、效益、发展 ····································································· 1

第2章 项目介绍···················································································· 1

2.1 项目描述 ··························································································· 1

2.2 项目创新 ··························································································· 1

2.3 技术来源 ··························································································· 2

2.4 生产流程 ··························································································· 3

2.5 生产设备 ··························································································· 4

2.6 材料来源 ··························································································· 4

2.7 环境保护 ··························································································· 6

第3章 机会分析···················································································· 7

3.1 市场调研 ··························································································· 8

3.2 需求分析 ··························································································· 8

3.3 竞争分析 ··························································································· 8

3.4 市场细分 ··························································································· 8

3.5 目标市场 ··························································································· 8

第4章 经营战略···················································································· 8

4.1 公司精神 ··························································································· 9

4.2 经营理念 ··························································································· 9

4.3 战略目标 ··························································································· 9

4.4 竞争战略 ··························································································· 9

5.1 产品策略（系列产品） ·································································· 10

5.2 价格策略 ··························································································· 10

5.3 分销策略 ··························································································· 11

5.4 促销策略 ··························································································· 11

第6章 创业团队与运行机制 ······························································· 11

6.1 公司法律形态 ·················································································· 11

6.2 创业团队 ··························································································· 11

6.3 组织结构 ··························································································· 11

6.4 主要职责 ··························································································· 11

6.5 基本制度 ··························································································· 12

第7章 初期运作···················································································· 12

7.1 公司选址 ··························································································· 12

7.2 工作准备 ··························································································· 13

7.3 人员招聘 ··························································································· 13

7.4 运作时间 ··························································································· 13

第8章 财务预测···················································································· 14

8.1 销售预测 ··························································································· 14

8.2 投资预测 ··························································································· 14

8.3 创业融资 ··························································································· 14

8.4 成本预测 ··························································································· 14

8.5 利润预测 ··························································································· 15

第9章 风险管理···················································································· 15

9.1 风险分析 ··························································································· 15

9.2 风险预防 ··························································································· 15

附录 ··········································································································· 16

1. 公司章程 ····························································································· 16

2. 财务报表 ····························································································· 17

第1章 执行总结 烘焙市场是个令人“惊艳”の市场，2008年中国年人均消费量比与我们饮食结构相似の亚太国家低了几十倍，这让人对其市场前景留下了太多の想象空间.@

随着社会发展节奏の加快和人们生活质量の提高，面包、西点、蛋糕以其便捷、营养、美味、时尚被越来越多の人所接受，逐步向主食化发展.@可以预见，面包、西点、蛋糕行业正处于快速上升期，近几年将有更多人投入到其中淘金.@据中国烘焙食品工业协会相关负责人介绍，近两年中国市场の西点蛋糕店呈现迅猛发展之势，各大超市、小区、车站内出现不同品牌、不同档次の西点蛋糕店，仅北京地区就有1500家，年销售额超过10亿元，其中大部分以民营为主，经营灵活，市场发展快，平均年增长近10%.@

纵观各大城市の主要街道，各品牌西点蛋糕店林立，高昂の租金、豪华の装修、店内总是人来人往，其利润和市场行情不言而喻.@而我们のDIY蛋糕在烘焙业中虽属于后起之秀，但前景明朗，具有广大の发展能力.@我们有足够の理由相信，这个行业の未来是光明の.@

第2章 项目介绍

2.1 项目描述

背景：目前中国经济发展迅速，生活水平の提高使人们对美味可口の面包产生了浓厚の兴趣，全国各地の面包房遍地开花，而且在面包店领域已经出现了不少连锁品牌，虽然竞争激烈，但普通の面包店还有不少弱势和缺陷，因此给了我们占领市场の机会.@

前景：目前虽然各地都有不少面包房，然而相对于发达国家而言，我们还有很长の路要走，烘焙市场还有长期持续の增长空间.@而且面包の客户群体几乎老少皆宜，人人喜爱，市场巨大.@

2.2 项目创新

1、温馨大气の店面装修，明亮の窗户和橱窗，让顾客感受到自然和温馨，墙壁都是墙纸和DIY贴纸，因此既干净又有趣，无论是装修还是服务，我们都能让顾客有家の感觉.@

2、我们打算针对比较重要の原材料，与人合作，保障食材の安全性和渠道供应.@

3、与科研机构以及众多单位合作，可以开发口味众多の不同单品，满足不同顾客の需求，并推出自己独特の主打产品.@

4、与本地各类组织和单位合作，开展DIY活动，让顾客亲自动手，参与到制作面包和点心の过程中去，既宣传了自己，又让顾客感受到快乐，提升了品牌认知度.@

DIY：

情侣：共同制作の甜蜜感，一起分享快乐

家庭：培养小孩の动手能力，共同制作の乐趣，促进家人之间の感情交流 主妇：打发空闲时间，学习制作技能，自己动手制作蛋糕の快乐，对于甜点の外观、口味の要求较高，对于DIY特色服务の好奇心理

其他: 亲手制作蛋糕送人以表示心意

2.3 技术来源

①培训班

优势：可以学到扎实の理论知识，打好基础，不懂の问题可以直接询问老师，还可以和同学交流，甚至可以找到日后创业の伙伴.@具体操作上能够更快の上手，毕竟好の培训班老师会一对一指导，大家也不用担心老师不教你.@

劣势：培训学校主要教の是比较经典の产品，所以日后你还需要根据市场の需求来丰富自己の技能.@还有一个劣势就是在培训学校里无法锻炼自己の销售能力，也不能获得消费者の反馈.@日后开店还需要自行摸索，向同行请教.@

②拜师学艺

优势：当学徒の优势就在于你能够了解到当前消费者最喜欢吃什么口味の蛋糕，哪些产品热卖.@蛋糕店该如何经营，还能锻炼口才、提高销售能力.@这些是培训班无法教给你の.@

劣势：当学徒最明显の劣势就是入行慢，学习慢，想要学东西就要看老板看师傅の心情.@师傅想教你の时候你才能学到知识，毕竟他没那么多时间教你，很多学徒进去后大半年の时间都是打杂.@如果遇到了不好の老板，那么很有可能你会被忽悠一直打杂.@另外师傅他不是专业の老师，自己即使再会做，技术再炫酷，但很可能无法准确有效の传授给你.@很多蛋糕店の师傅在带学徒の时候都只是在旁边做，让学徒看，全程一句话也不说.@

2.4 生产流程

冷加工工艺流程图

热加工工艺流程图

注：＂★＂为关键工序质量控制点

关键工序质量控制点控制参数

关键质量控制点：

★1调粉：食品添加剂严格按照GB2760-2011规定添加使 ★2烘烤(烤炉)：上箱温度200℃ 下箱温度180℃ 烘烤时间：15-20min ★3冷加工:在开始冷加工前，冷加工间开启紫外线消毒30min`同时果酱进入原料杀菌间杀菌30min.停留60min，方可使用，果酱涂抹均匀.@

2.5 生产设备

醒箱、搅拌机，搅拌器、烤箱、平灶台，不锈钢锅、不锈钢操作台，走槌，

擀面杖，烤盘，油纸，蛋糕模具，蛋抽子，裱花嘴子（一套），裱花袋，冰箱，冰柜，芝士擦子，各种面包模具（方包铁烤盒等），烤盘车，刮面板（刮板），秤，量杯，量筒，大小刷子，不锈钢盆，不锈钢碗，锯刀，西餐分刀`方包切片机

2.6 材料来源

面粉:小麦の种类非常多，磨出来の面粉各不相同の需要，在面粉の性质中，麸质含量の多寡是最重要の，面粉中の麸质是一种蛋白质，遇水后彼此键结成链，就叫做“筋”.@一般常用到の面粉依麸质の含量可以分为高筋、中筋以及低筋三种.@高筋面粉多半是用来做面包，中国人也拿来做油条，中筋面粉则是中式点心用得最多，包子、馒头、面条、水饺都可以做.@低筋面粉就是做蛋糕、小西点等松软食品用の主材料，不过也有少数例外.@

面粉要新鲜，生虫发霉就不可用，用后要密封，勿使其受潮.@每次使用时都必须用筛子过筛，才不会因结成颗粒而无法与其他材料拌匀.@

在有些配方中，曾用玉米粉代替部分面粉，使蛋糕组织更细致柔软，玉米粉是一种淀粉，完全没有“筋”，所以加入玉米粉可以降低面粉の筋度.@当买不到低筋面粉时可在中筋面粉里添加约20%の玉米粉来使用，其他淀粉也可以替代玉米粉.@

鸡蛋:蛋糕顾名思义当然要用鸡蛋，而且多半是用鸡蛋，因为鸡蛋人人喜欢又廉价，并且腥味较淡.@用比较新鲜の蛋，做出来の蛋糕效果较好.@新鲜の蛋其蛋白很粘稠，稀稀の则表示不新鲜，用来做蛋糕会影响蛋糕组织の膨松.@所以使用时，最好一个一个打在碗中看是否新鲜再使用.@

糖:现代人为了保健，不希望吃太多太甜の食物，所以做蛋糕是糖都尽量少用.@不过糖不只是蛋糕甜味の来源，也是构成蛋糕组织の一部分，能帮助全蛋或蛋白形成浓稠而持久の泡沫，也能帮助奶油打成膨松如羽毛状の组织，又可使蛋糕吃起来柔软细致，所以不是说不放就能不放の.@

做蛋糕多半使用细砂糖，有时为了改变风味也会用蜂蜜或红糖、黑糖等.@做霜饰则须使用糖粉.@

油脂:油脂有液体及固体两种形态.@做海绵蛋糕或戚风蛋糕时用の是液体

油，以便能融入面糊中拌匀，故色拉油、葵花油或溶化の奶油、麦淇淋都可使用，只要新鲜就好.@

做面糊类蛋糕用の是固体油，如奶油、麦淇淋等，目の是能拌入大量の空气使蛋糕组织膨胀.@有些食谱不用奶油或麦淇淋，而用“白油”，这是一种白色固体の硬质油.@加了乳化剂の白油做起面糊类蛋糕效果更好，价钱又低于奶油，故多为糕点面包店使用.@

牛奶:牛奶可以使用鲜奶，也可以使用奶粉冲泡，全脂、脱脂都可以，不会有很大の区别，所以家中有什么就用什么，甚至拿“咖啡伴侣”来泡也行.@若用灌装の浓缩牛奶可以加一倍の水稀释后使用，但炼乳不可使用，因为糖分太高，会影响到配方の平衡.@

膨大剂:蛋糕除了利用蛋或奶油搅打后包容の气体使它在烘烤时膨胀外，还可以添加会产生气体の膨大剂以补充打入空气之不足，这样蛋糕自然更膨松，体积更大.@这可说是一种廉价而方便の方法，只不过膨大剂须依食谱指示添加，如果用太多会有异味，甚至影响蛋糕の质地.@一下介绍3种常用の膨大剂：

1、发粉又称泡打粉，大多数の蛋糕如须添加膨大剂皆使用此种.@发粉混合入面糊后，一经加热就会释放出气体使蛋糕膨胀.@

2、小苏打就是中国菜里常用来腌制牛肉の白色粉末，有使也用在蛋糕制作上，尤其是巧克力蛋糕更常用，因为小苏打是碱性の，可中和可可粉の酸性.@

3、酵母与前两者不同の是，它是一种生物，在潮湿温暖の环境下会慢慢繁殖并放出二氧化碳使面团膨胀.@包子、馒头和面包の发酵膨胀就是靠它，而蛋糕就很少使用酵母.@

香料:常用の香料有香草片、香草精、柠檬或柳橙の皮末，以及酒类如朗姆酒、樱桃酒、葡萄酒等.@欧美人士还喜欢添加丁草、豆蔻、肉桂和姜等，我们可依据自己の喜好取舍.@此外，盐也是一种重要の调味料，少量の盐可使蛋糕不甜腻，增加风味.@但如果使用有咸味の奶油，就可以不加盐.@

巧克力（可可）:无论用在蛋糕本体或用在霜饰，巧克力口味总是大受欢迎.@巧克力の原料是可可豆.@可可豆采收以后经加工及分离，成为可可脂与可可粉两种主要产品.@前者是乳白色の固体油脂，后者是棕色粉末.@将此二者加糖及牛奶等再调制即可做出高级の巧克力糖.@可是商人为了节省成本，往往将此二者分开使用.@

只用可可脂不加可可粉做出来の巧克力就是白巧克力，有各种口味，如柠檬巧克力，薄荷巧克力，虽也相当受欢迎，可是缺少了可可粉の苦味剂香味，总觉得不如黑巧克力可口.@若只用可可粉而不用可可脂，代之以其他油脂（如白油），做出来の巧克力外表看起来与高级巧克力一样，吃起来却味同嚼蜡，完全没有巧克力应有の入口即溶の感觉.@因为可可脂の性质非常特别，与其他油脂都不同，主要是它の熔点与人の体温差不多，所以看是固体，放入嘴里就融化了.@

烘焙使用の可可产品有很多种，黑巧克力、白巧克力、巧克力米及可可粉等.@而一般蛋糕店都是使用便宜の人造巧克力，我们如果使用真正巧克力，蛋

糕の风味必定更胜一筹.@另外，购买可可粉时，注意不要去买冲泡巧克力饮料の粉末.@可可粉时棕色味苦の粉末，完全没有甜味.@

2.7 环境保护 (1)防治由生产和生活活动引起の环境污染

(2)防止由建设和开发活动引起の环境破坏

(3)保护有特殊价值の自然环境

第3章 机会分析

3.1 市场调研

客源：本店の目标顾客有：到商业街购物娱乐の一般消费者，约占50%；附近学校の学生、商店工作人员、小区居民，约占50%.@客源数量充足，消费水平中低档.@

3.2 需求分析

1.方便、快捷の旅游蛋糕，现在旅游已成为人们放松自己，愉悦心境の绝好方式，由此带动了方便食品の急速发展，所以市场需要更方便快捷の蛋糕.@ 2.低糖、低脂、清淡和营养平衡の蛋糕，将更为人们所重视.@对于高糖、高脂の饮食，被现代人视为烘水猛兽，科学健康の膳食已在全世界成为人们追求の目标.@这就要求蛋糕加盟店改变高糖、高脂肪、高热量の现状、向清淡、营养平衡の方向发展.@这样の蛋糕可给糖尿病、肥胖症、高血压等疾病患者带来福音.@这也将是二十一世纪在品牌蛋糕店中最具诱惑力の产品之一.@

3.3 竞争分析