本人通过对广州地区中小学培训市场的现状进行分析和研究，未来发展趋势的分析 预测，发现中小学教育培训机构存在巨大的发展空间及利润空间，拟成立一家以中小学 课外辅导为主要目标市场，建立品牌化、标准化、制度化的连锁经营培训机构，并通过 不断完善最终逐步实现经营管理的多元化发展模式。文章通过结合在 MBA 学习中学过 的现代企业管理理论，对广州地区的中小学课外培训市场现状进行了分析预测，并运用 PEST 模型及波特的竞争战略理论分析了目前广州地区的中小学课外辅导市场环境和竞 争态势；接着借助 SWOT 模型分析确定了本机构的竞争优势、市场定位，确定本机构的 营销策略；最后通过编制计算相关的财务报表和内部投资回报率等投资评价指标，并通 过风险分析评估之后给出了对策。本人作为一个创业者的探索者，希望本商业计划书除 了能对自己本次创业提供可行性报告外，还能为将来的机构运营提供基本数据和行动指 南。 关键词，教育培训；中小学生；商业计划书II Abstract Through the author’s analysis and research of the status of primary and secondary schools training market in Guangzhou, and the analysis and forecasting of it’s future trends, the author found a huge space for development and profit margins lie in primary and secondary education training institutions. Intend to set up a primary and secondary tutoring school, the main target of which is extra-curriculum training. Building up a branding, standardizing and institutionalized chain training institutions and ultimately realizing the diversification development mode in economic administration by continuous improvement and perfection bining modern enterprise management theory, and according to the requirements of business plan preparation, this thesis first analyzed and predicted the status of primary and secondary school training market in Guangzhou. And also analyzed the conditions and competition situation of the current primary and secondary schools tutoring market in Guangzhou through the use of PEST model and Porter's theory of competitive strategy ; Then analyzed and determined the competitive advantage, market positioning as well as the marketing strategy of the organization by means of SWOT model; Finally given the countermeasures by making calculation related financial statements and internal rate of return on investment and other investment evaluation such as analyzing the risk evaluation. As an entrepreneur explorer, the author hopes that this business plan will provide basic data and a guide for future agency operators in addition to providing a feasible report on the author’s business venture. Keywords，Educational training; Primary and secondary students; Business planI 目 录 摘要 ................................................................ I ABSTRACT ............................................................ I 目 录 ................................................................ I 图表目录 .............................................................III 第一章 绪论 ...........................................................1 1.1 选题的背景和意义 ................................................. 1 1.2 文献综述......................................................... 1 1.2.1 商业计划书编制方法........................................... 1 1.2.2 战略管理理论 ................................................ 2 1.2.3 营销管理理论 ................................................. 2 1.3 研究内容及方法................................................... 2 1.3.1 研究内容 .................................................... 2 1.3.2 研究方法 .................................................... 3 1.4 研究的思路和框架................................................. 3 第二章 市场需求、环境与竞争分析........................................4 2.1 市场需求分析..................................................... 4 2.1.1 中小学生课外培训机构比普通中小学教育有优势................... 4 2.1.2 中小学生校外培训辅导需求量大 ................................. 4 2.2 市场环境分析..................................................... 5 2.2.1 宏观环境分析 ................................................ 5 2.2.2 内部环境分析 ................................................ 7 2.3 欧亿·体育（中国）有限公司分析......................................................... 9 2.3.1 欧亿·体育（中国）有限公司竞争力分析 .............................................. 9 2.3.2 竞争对手分析 ............................................... 10 2.4 竞争优势分析 .................................................... 11II 2.4.1 优势分析 .................................................... 11 2.4.2 劣势分析 ................................................... 12 2.4.3 机会分析 ................................................... 13 2.4.4 威胁分析 ................................................... 13 2.5 本章小结........................................................ 13 第三章 项目介绍 ......................................................15 3.1 “中国合伙人”的成立 ............................................ 15 3.1.1 创业合伙人背景介绍 .......................................... 15 3.1.2 创业的管理团队 .............................................. 15 3.1.3 公司发展目标及战略规划...................................... 18 3.2 项目选址........................................................ 18 3.3 机构的办学理念 .................................................. 19 3.4 打造特色教育培训标杆品牌 ........................................ 20 3.5 本章小结........................................................ 20 第四章 市场营销策略 ..................................................21 4.1 现代市场营销理论................................................ 21 4.1.1 细分市场 ................................................... 21 4.1.2 目标市场选择 ............................................... 22 4.1.3 市场定位 ................................................... 23 4.2 营销组合策略.................................................... 23 4.2.1 产品策略 ................................................... 23 4.2.2 价格策略 ................................................... 27 4.2.3 渠道策略 ................................................... 28 4.2.4 促销策略 ................................................... 29 4.3 本章小结........................................................ 30 第五章 财务分析 ......................................................31 5.1 盈利分析........................................................ 31 5.1.1 项目资金来源与未来三年收入预测.............................. 31III 5.1.2 公司经营成本预测............................................ 34 5.1.3 费用预测 ................................................... 36 5.2 损益估算预测、现金流量估算预测 .................................. 37 5.2.1 YX 教育培训机构 1-3 年损益表估算与预测 ....................... 37 5.2.2 现金流量预测 ............................................... 37 5.3 本章小结........................................................ 38 第六章 风险与对策分析 ................................................39 6.1 政策风险及应对 .................................................. 39 6.2 人力资源风险 .................................................... 39 6.3 竞争风险........................................................ 41 6.4 财务风险 ........................................................ 41 6.4 本章小结 ........................................................ 41 第七章 总结 ..........................................................42