当前中国经济正处于转型期，各行各业的发展既面临着挑战也面临着机遇，其 中教育培训欧亿·体育（中国）有限公司被全球投资家推崇为 21 世纪最具投资价值的“朝阳欧亿·体育（中国）有限公司”。随着中 国家庭经济生活水平的不断提高，家长对孩子的教育需求不再仅仅局限于当前的义 务教育体系，而将更多的精力和时间投入到非义务教育当中，其中以学生的课业辅 导培优和特长培养为主，这些为教育培训市场的发展注入了更多的需求，更表明了 当前的教育培训欧亿·体育（中国）有限公司处于转型中，拥有巨大的潜力和市场“钱景”。 本文包括三大部分，第一部分为创业项目简介是第一、二章，在第一章中对创 业计划书的欧亿·体育（中国）有限公司项目从背景、必要性的角度进行分析，接着在第二章介绍创业项目 内容，包括项目介绍、团队介绍、体系设置以及特色项目介绍。 第二部分是创业项目的发展战略和规划，包括第三、四、五、六、七章，先通 过欧亿·体育（中国）有限公司与市场分析，采用 SWOT 分析方法，结合欧亿·体育（中国）有限公司现状与发展趋势，分析培训机 构所处的市场潜力，进而确定本机构的核心竞争力；在第四章，采用品牌建设的发 展模式，标准化的管理和连锁这些方面策划机构的发展；在第五章中先确定目标市 场，然后采用一定的宣传策略、营销模式和营销措施进行机构的品牌化推广；在第 六章中从投入-产出的角度分析，从投入资金、投资收益、财务目标分析和薪酬晋级 体系四大块，分析本机构的盈利模式；接着从风险与对策方面，分析在经营过程中 可能存在的人才、市场、财务和政策风险。 第三部分是本文的结论，确定以英语特色教学和客户维护为核心竞争力，然后 结合营销、管理理论制定品牌化、专业化、标准化、制度化和国际化等各方面的详 细规划，为新创维培训机构的发展制定发展蓝图。 关键词： 培训机构，品牌化，连锁化，商业计划书， II 华 中 科 技 大 学 硕 士 学 位 论 文 Abstract The current economy is in transitional period. All works of life are facing challenges, as well as opportunities, including education and training industry is called the “sunrise industry” which is one of the most investing value industries in the 21 st century by the global investors. The educational demand of most Chinese family are no longer just limited to the system of the Compulsory Education. They tend to put more energy and money into the Non-Compulsory Education. And they give priority to the extracurricular counseling pew and artistic technique, which has injected more demand to the educational training market. It reflects that the current education and training industry has huge potential market. This paper includes three parts: the first part which includes Chapter One and Two is to introduce the project. Firstly, I will analyze the background of the training industry and explain why I choose the training institution as a startup project. Then in Chapter Two, I will introduce the project, including the team introduction, management system, and our branding courses. The second part is about the development strategy and the planning, including Chapter Three, Four, Five, Six and Seven. In chapter Three, I will take the SWOT method to analysis the training market, and then determine the core competitiveness. In Chapter Four, it is about the development mode, which analyzes in three aspects: brand construction; standardized management. In Chapter Five, to determine the target market is very important, next is to take the publicity strategy, marketing mode and promotion measures to develop our popularity. In Chapter Six, I will take the investment into consideration, and analyze the investment income and financial target from the perspective of input- output, and then set the salary system. In Chapter Seven, it is about the risk and how to prevent it. I will analyze the risk factors of talent, market, finance and policy, and the take relative measures. In the third part I summarize the necessity of choosing this industry as my startup project and determine to target on the elementary and middle schools. And then I formulate the development plan, which can effectively guide the operation to develop effectively. Key Words: Training Institution, Branding，Chain-Orientation, Business Plan， III 华 中 科 技 大 学 硕 士 学 位 论 文 目 录 摘要..................................................................................................................I ABSTRACT.....................................................................................................II 1.导论................................................................................................................1 1.1 背景.........................................................................................................1 1.2 必要性.....................................................................................................2 1.3 研究思路和框架.....................................................................................3 2.项目介绍....................................................................................................... 6 2.1 项目介绍.................................................................................................6 2.2 团队介绍.................................................................................................6 2.3 体系设置.................................................................................................7 2.3 特色项目介绍.........................................................................................8 3.欧亿·体育（中国）有限公司与市场分析.........................................................................................10 3.1 欧亿·体育（中国）有限公司分析...............................................................................................10 3.2 市场发展空间分析...............................................................................12 3.3 SWOT 分析............................................................................................ 13 3.4 SWOT 分析总结...................................................................................15 4.发展模式分析.............................................................................................17 4.1 发展战略................................................................................................17 4.2 品牌化建设...........................................................................................17 4.3 标准化经营...........................................................................................18， IV 华 中 科 技 大 学 硕 士 学 位 论 文 4.4 连锁化管理...........................................................................................20 5.市场推广..................................................................................................... 23 5.1 目标市场...............................................................................................23 5.2 宣传策略...............................................................................................23 5.3 营销模式...............................................................................................24 5.4 营销措施...............................................................................................26 6.财务分析..................................................................................................... 28 6.1 投入资金分析.......................................................................................28 6.2 财务报表分析.......................................................................................29 6.3 薪酬晋级体系设置...............................................................................32 7.风险与对策分析.........................................................................................35 7.1 风险分析...............................................................................................35 7.2 控制措施...............................................................................................37 8.国际化模式探索.........................................................................................38 8.1 国际化教学定位...................................................................................38 8.2 国际化教学方式...................................................................................39 8.3 国际化合作模式...................................................................................41 结 论....................................................................