目前中国拥有超过1亿的学龄前儿童，家长对学龄前儿童的教育非常重视， 对益智教育更是视为孩子赢在起跑线的必要环节。近几年出现的儿童益智手工坊 得到了家长儿童的喜爱，拥有大量的消费群体。中国儿童中心和社会科学文献出 版社2019年8月20日在北京联合发布《中国儿童发展报告（2019）—儿童校外 生活状况》。《报告》显示，我国儿童参与课外班日常化，课外班已成为校外生 活的重要组成部分。六成儿童参与课外班，上学日5天参与课外班的累计时间为 3-4小时，周末两天参与课外班的累计时间为3-2小时。每个儿童平均每年课外 班的花费为9211元，占家庭总收入的比例为12.84%。 随着时代发展，当前儿童益智手工坊迎来了巨大的发展机遇。指趣儿童益智 手工坊主要是一家从事传统艺术手工制作的手工坊，其主要是通过陶瓷制作、剪 纸、手绘等形式来进行各种手工艺产品定制，业务范围包括个性定制与手工教学、 产品销售等。儿童益智手工坊不是单调的课程辅导，不是学校学习的延伸，而是 儿童通过动手自己完成作品或者实验，激发儿童的求知欲，开发智力，提升创造 力和想象力。 本文基于对学龄前儿童认知行为的研究，以纸质材料为主要载体，秉持“纸 创造万种可能”的新理念，手工坊一切产品服务均以最环保的原生态纸材料为基 础，通过颜色鲜艳的设计，风格多样的模型，质地柔和的手感，千变万化的魔幻 世界，刺激儿童的视觉、听觉及触觉，训练儿童手脚协调，手眼配合等身体机能， 在实际操作中体验自己动手的乐趣，寓教于乐，提高儿童的动手能力，培养儿童 的艺术欣赏能力，满足其丰富的想象力，开发其创造能力，体验科学奥秘，掌握 科学规律，激发孩子探索自然的乐趣。研发产品100多个，并且由专门的设计团 队进行设计，产品不断更新。 本文是以商业计划书的形成呈现的，包含了商业计划书的各个模块，如产品 与服务、市场调研与分析、营销与战略、财务与风险评估等。希望通过商业计划 书，详细规划指趣儿童益智手工坊的运作与管理，为儿童益智开发做有益探索。 关键词：益智 手工坊 商业计划书 IV ABSTRACT At present, China has more than 100 million preschool children. Parents attach great importance to preschool children's education, and intellectual education is regarded as a necessary link for children to win at the starting line. In recent years, the children's intellectual handicraft workshop has been loved by parents and children, and has a large number of consumer groups. China Children's Center and Social Sciences Documentation Publishing House jointly released the "China Children's Development Report (2019) - Children's Out-of-School Life" in Beijing on August 20, 2019. The report shows that children in our country participate in the routinization of extracurricular classes, and extracurricular classes have become an important part of extracurricular life. Sixty percent of the children participated in extracurricular classes. The cumulative time of participating in extracurricular classes was 3.4 hours on five days of school day and 3.2 hours on two days of weekend. The average annual cost of extra-curricular classes for each child is 9211 yuan, accounting for 12.84% of the total family income. With the development of the times, the handicraft workshop for children's intellectual development is facing tremendous opportunities. It is mainly a handicraft workshop engaged in traditional arts and crafts. It mainly customizes various handicraft products through ceramic production, paper-cut, hand-painting and other forms. Its business scope includes personalized customization, handicraft teaching, product sales and so on. Children's IQ Workshop is not a monotonous course guidance, not an extension of school learning, but a way to stimulate children's thirst for knowledge, develop their intelligence and enhance their creativity and imagination by completing their own works or experiments. Based on the study of preschool children's cognitive behavior, this paper takes paper materials as the main carrier, upholds the new concept of "paper creates all kinds of possibilities". All products and services of handicraft workshop are based on the most environmentally friendly raw paper materials. Through bright colored design, various styles of models, soft texture and ever-changing hand feel. The magic world will stimulate children's vision, hearing and touch, train children's hand-foot coordination, hand-eye coordination and other physical functions, experience the pleasure of doing things by themselves in practical operation, incorporate teaching into pleasure, improve children's practical ability, cultivate children's artistic appreciation ability, satisfy their rich imagination and develop their creative ability. Strength, experience the mysteries of science, master the laws of science, stimulate children to explore the fun of nature. More than 100 R&D products have been developed and designed by a dedicated design team. The products are constantly updated. This paper is based on the formation of business plan, which includes various modules of business plan, such as product and service, Market Research and analysis, V marketing and strategy, financial and risk assessment, etc. It is hoped that through the business plan, the operation and management of the Handicraft Workshop for Children's Intelligence will be planned in detail so as to make a beneficial exploration for the development of children's intelligence. KEYWORDS: Educational Intelligence Handicraft Workshop Business Plan 河北地质大学硕士学位论文 目 录 摘要....................................................................................................................... II ABSTRACT ................................................................................................................. IV 第一章 绪 论.............................................................................................................. 1 1.1 研究背景及意义............................................................................................. 1 1.2 国内外研究现状............................................................................................. 2 1.3 研究内容和研究方法..................................................................................... 5 第二章 项目介绍.......................................................................................................... 7 2.1 手工坊简介..................................................................................................... 7 2.2 产品介绍......................................................................................................... 7 2.3竞争优势........................................................................................................ 11 第三章 市场分析........................................................................................................ 13 3.1欧亿·体育（中国）有限公司背景........................................................................................................ 13 3.2 客户需求分析............................................................................................... 14 第四章 公司战略与管理............................................................................................ 17 4.1 公司描述....................................................................................................... 17 4.2 总体战略规划............................................................................................... 18 4.3公司管理........................................................................................................ 19 4.4 企业文化....................................................................................................... 24 第五章 财务分析........................................................................................................ 25 5.1 项目投资概况............................................................................................... 25 5.2 财务预测....................................................................................................... 26 5.3 公司预测财务报表....................................................................................... 27 5.4 财务可行性分析........................................................................................... 29 第六章 市场营销...................................