随着国内居民收入水平的不断提高以及二胎政策的全面放开，我国居民教育消费支 出不断提高，教育市场发展迅速，幼儿教育市场刚需巨大，千亿幼儿教育市场将会爆发。 同时，随着互联网、多媒体技术等科技的飞速发展，教育方式正在发生深刻的变革，“互 联网+”的模式不断渗透到教育欧亿·体育（中国）有限公司中。“互联网+教育”的模式与人工智能产品成为各 大教育机构的研究重点，AR、VR、体感交互技术开始普遍运用在课室教学，并逐步进 入家庭。甚至有人认为，教育产业即将进入“虚拟时代”。 本文首先通过搜集和阅读与体感技术和教育相关的文献与欧亿·体育（中国）有限公司，总结出国内外关于 体感教育的研究现状，阐述本文的研究方法以及研究的思路和结构；然后通过对 ABC 公司及其体感教育项目进行概述，认为 ABC 公司具备开发体感教育项目的能力和 条件；其次，本文对运用 PEST 分析法对宏观环境分析、波特五力模型对产业环境分析， 以及采用 SWOT 分析法对项目进行分析，认为体感教育项目具有良好的内外部环境， 公司应采用优势—机遇（SO）战略即增长战略，大力发展体感教育项目；再次，本文通 过 STP 战略分析，认为体感教育项目将目标市场锁定在一二线城市，针对 4-12 岁的儿 童，围绕体感学习机、体感教育软件系统、体感教育课程等体感教育产品和服务，打造 “体感教育综合服务商”；再次，本文分析了融资计划和运营财务计划，得出项目的企 业的财务状况比较理想，评价结果显示本项目的投资价值较高。最后，本文运用定量和 定性方法分析项目风险，并提出风险应对措施。 通过本文的研究，ABC 公司体感教育项目具有广阔的市场前景，具有投资的可行 性，具有巨大的投资价值。 关键词，ABC 公司；幼儿教育；体感交互技术；体感教育；投资价值II ABSTRACT As incomes rise and the liberalization of the two-child policy, the consumption expenditure on education of Chinese residents is continuing increasingcation-marketing have grown rapidly.The rigid demand of the early childhood education market is stronger and hundreds of billions of early childhood education markets will boom. Meanwhile,with the booming speed development of science and technology such as the Internet and multimedia technology, the way of education is undergoing profound changes. The pattern of Internet + continues to infiltrate into the education industry. The model of Internet + education and artificial intelligence products have become the research focus of the major educational institutions. AR, VR, and the interactive technology of body sensation have been widely used in classroom teaching, and gradually into the family. Some even think that the education industry is about to enter a “virtual age”. Firstly, this paper summarizes the research status and describes the research methods, ideas and structure of this paper about somatosensory education at home and abroad by collecting and reading literature and materials what related with Somatosensory technology and education. Then through the summary of ABC Company and its somatosensory education project, the author thinks that ABC Company has the ability and condition to develop the somatosensory education project. Secondly, this paper will analyze the macro-environment by PEST analysis, the industrial environment by Porter's five-force model, and the project by SWOT analysis.Besides thinks that the somatosensory education project has a good internal and external environment. The company should adopt the advantage-opportunity strategy that is the growth strategy which strive to develop the education project of sense of body; third,through the strategic analysis of STP, this paper holds that the somatosensory education project will be targeted at the first and second tiered cities, aimed at children whose age is 4-12.To build the comprehensive service provide of the education about somatosensory around the learning machine, the software system of the education of somatosensory .The course of the education of the sense of body, and others education and services about somatosensory ; Thirdly, this paper have analyzed financing plan and operating financial plan, and also draws a conclusion that the financial situation of the project enterprises is relatively ideal. Last but not least, the evaluation results shows that the investment value of the project is high. Finally, this paper uses quantitative and qualitative methods to analyze project risk,come up with that risk response measures . Through the study of this paper find that the ABC company has a broad market prospectsIII for awareness education projects, and also own the feasibility of investment and great investment value. Key Words，the ABC Company; preschool education; Somatosensory interaction technologies; motion-sensing education; investment valueIV 目 录 摘要.I ABSTRACT ..... II 第一章 绪 论....1 1.1 研究背景及意义.. 1 1.1.1 研究背景. 1 1.1.2 研究意义. 1 1.2 文献综述.. 2 1.2.1 关于体感技术的研究现状... 2 1.2.2 关于体感技术与教育运用的研究现状. 3 1.2.3 关于企业环境研究方法. 3 1.2.4 关于项目投资决策分析. 4 1.2.5 国内外研究评述. 4 1.3 研究内容和研究方法 4 1.3.1 研究内容. 4 1.3.2 研究方法. 5 1.3.3 研究框架. 6 第二章 ABC 公司简介及体感教育项目概况7 2.1 ABC 公司基本情况.... 7 2.1.1 公司简介. 7 2.1.2 公司股权结构..... 7 2.1.3 公司组织框架..... 8 2.1.4 公司管理团队..... 9 2.2 体感教育项目概况.... 9 2.2.1 体感教育基本概念... 9 2.2.2 体感教育产品和服务... 11 2.2.3 体感教育解决的四大环节问题..... 12 2.3 本章小结 13 第三章 体感教育项目环境分析及战略定位14 3.1 宏观环境分析.... 14 3.1.1 政冶法律环境... 14V 3.1.2 经济环境..... 16 3.1.3 社会环境..... 17 3.1.4 科学技术环境... 19 3.2 欧亿·体育（中国）有限公司环境分析.... 19 3.2.1 潜在进入者的威胁. 20 3.2.2 替代品或服务的威胁... 21 3.2.3 现有竞争者分析..... 21 3.2.4 供应商讨价还价的能力..... 22 3.2.5 客户讨价还价的能力... 22 3.3 SWOT 分析 .. 22 3.3.1 优势. 22 3.3.2 劣势. 23 3.3.3 机会. 24 3.3.4 威胁. 25 3.4 战略及策略空间选择 26 3.5 本章小结 27 第四章 体感教育项目市场营销战略28 4.1 项目的市场营销战略.... 28 4.1.1 市场细分..... 28 4.1.2 目标市场分析... 30 4.1.3 市场定位..... 30 4.2 项目的营销策略分析.... 30 4.2.1 产品策略..... 31 4.2.2 定价策略..... 31 4.2.3 渠道策略..... 32 4.2.4 促销策略..... 33 4.3 本章小结 33 第五章 体感教育项目的投融资计划和运营财务计划..35 5.1 投融资计划与退出方式 35 5.1.1 投资计划..... 35 5.1.2 融资计划..... 35 5.1.3 退出方式..... 35VI 5.2 项目经营预测.... 36 5.2.1 项目收入预测... 36 5.2.2 项目支出预测... 37 5.2.3 项目利润预测... 40 5.2.4 项目现金流预测..... 41 5.3 项目投资决策指标分析 43 5.3.1 资本成本的确定..... 43 5.3.2 项目的投资净现值. 44 5.3.3 项目的内部报酬率. 44 5.3.4 项目的投资回收期. 45 5.4 本章小结 45 第六章 体感教育项目的风险分析及风险对策..47 6.1 定量分析 47 6.1.1 单因素敏感性分析. 47 6.1.2 多因素敏感性分析. 48 6.2 定性分析 49 6.2.1 政策风险及应对措施... 49 6.2.2 技术风险及应对措施... 49 6.2.3 市场风险及应对措施... 50 6.2.4 财务风险及应对措施... 50 6.3 本章小结 50 结论52