乡村旅游创业计划书.docx
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乡村旅游创业计划书
乡村旅游创业计划书
商业计划书范例
房市健康有限责任公司商业计划书
前沿,房地产市场已经进入特殊时期,如何保值增值、实现效用最大化,成为摆在当前突出位置的大事。
房健康有限责任公司着眼于当前经济现实,对商业地产、旅游地产,特别是三线城市最具生态潜力市场的打造。
特整理了一份符合当下实际情况的商业计划书,仅供参考。
1.项目摘要······································2
1.1公司概况········································2
1.2市场分析········································2
1.3公司财务·········································3
1.4组织人力资源·····································3
2.项目背景·······································3
3.组织及战略····································4
3.1公司概述···········································4
3.2总体战略···········································4
3.3公司使命···········································4
3.4公司宗旨···········································4
3.5发展战略···········································4
3.5.1初期战略·········································5
3.5.2中期战略·········································5
3.5.3长期战略·········································5
4.项目概况·······································5
5.市场分析········································6
5.1市场环境分析·································6
5.1.1综合环境分析································6
5.1.2竞争环境分析································7
5.2消费者行为分析································7
5.2.1消费者心理需求······························8
5.2.2消费者心理习惯······························8
5.2.3消费者决策因素分析··························9
5.3产品竞争力分析································10
6.战略定位···································11
6.1市场定位·······································11
6.1.1空间市场定位··································11
6.1.2目标客户定位··································11
6.2产品定位·······································12
6.2.1形象定位·····································12
6.2.2功能定位·····································12
6.2.3传播定位·····································12
7.市场营销····································12
7.1目标市场········································12
7.2产品分析········································13
7.3价格分析········································13
7.4市场推广········································13
8.投资分析·········································14
8.1股本结构与规模······································14
8.2资金来源与运用······································15
8.投资收益与风险分析······································15
9.机遇与风险········································15
9.1机遇分析·······································16
9.2外部风险·······································18
9.3内部风险·······································19
9.4解决方案·······································20
篇二:
乡村旅游网(农夫旅舍联盟)创业计划书
中国乡村旅游网(农夫旅舍联盟)
创业计划书
概要..............................................................3
市场需求及潜力分析................................................3
现有乡村旅游市场的问题及机会......................................6
中国乡村旅游网(农夫旅舍联盟)业务模式............................8
中国乡村旅游网竞争与发展策略.....................................16
地域拓展策略...................................................16
品牌与营销策略.................................................17
合作与竞争策略.................................................18
中国乡村旅游网SWOT分析..........................................19
中国乡村旅游网经营目标...........................................20
公司创业团队.....................................................20
概要
乡村旅游将是我国城市居民短途休闲度假旅游的热点,其市场容量将有极大增长。
中国乡村旅游网(农夫旅舍联盟)将以一种全新的网络连锁经营的模式开拓这一市场,为旅游者提供高品质、高价值的旅游服务,从而创造公司价值。
市场需求及潜力分析
在旅游行业开拓市场,我们首先要认识到:
相对于传统旅游而言,人们的旅游方式和旅游偏好已经发生了很大的变化。
只有准确了解并努力满足游客需求的企业才能生存,只有敏锐地顺应甚至引导游客需求的企业才有机会成为市场的领导者。
我们看好乡村旅游的发展前景,是基于对现代游客需求、旅游方式和旅游偏好的市场调查和深入分析。
分析表明:
乡村旅游这一市场经过近年来的初步酝酿,在市场需求的推动和产品供应升级的引导下,市场潜力将得到极大释放,从而迎来一个较长时间的高速发展期。
这一观点出于对如下认识的总结:
1.休闲度假旅游将占据我国旅游市场的较大份额,并将从边缘旅游方式上升为
我国城市居民的主流旅游方式。
对休闲度假旅游市场的调查分析表明:
a)从总量上来看,城市周边旅游目的地才是居民休闲度假旅游活动的高发
区。
现在市场上对休闲度假旅游的认识还很局限,认为坐飞机到海边晒太阳,或是到某个度假村玩才算是休闲度假。
其实从总量上来看,大部分的游
客不可能频繁地投入这一类的休闲度假。
短途的城市周边旅游目的地的
休闲度假活动才是主流,对梅家坞、桐庐、临安等地的市场调查充分说
明了这一点。
目前大部分城市周边的景点景区(以门票销售为主要收入
的),无论从功能设计、配套设施和服务机制来说,都不适合休闲度假旅
游。
因此游客大量涌向一些村民自发经营的旅游设施。
梅家坞、桐庐等
地出现的乡村旅游接待服务,虽然只是以提供简单的餐饮服务为主,但
也聚积了相当的人气,一个梅家坞接待的游客就几百倍于杭州所有旅行
社组织的度假游客总数。
b)从时间上来看,1-2天的休闲度假方式将是城市居民的主流选择。
研究表明:
与传统游客相比,现代游客旅游度假的频率更高,但每次旅游的持续时间缩短。
在我国,双休日和黄金周的推行,使得经济发达地区周边的短途旅游市场异常火爆,1-2天的观光旅游市场的成功说明了这一点。
考察一下长三角地区的旅游就可以发现,即使是一些旅游资源禀赋并不是十分出色的景点景区,只要营销工作过得去,来自上海、杭州等城市的游客就会蜂拥而至。
但短途观光旅游市场的长期吸引力有限,1-2天的休闲度假旅游将逐渐上升为城市居民的主流选择。
另外一个支持这一论断的理由在于:
现代游客的旅游计划和准备时间大大缩短。
例如一个城市家庭可能要到星期五才决定双休日到哪里去玩。
目前旅行社所推出的各项休闲度假旅游产品并不适合旅游者的主流选择。
c)乡村旅游将成为休闲度假旅游的主力产品,也是城市周边短途旅游的下
一个发展热点。
回归自然、寻找野趣和乡土人文,将是城市居民持久不变的兴趣所在。
正如美国电视剧《欲望都市》的台词所言:
“生活在大都市的人们最乐意做的事,就是:
离开它。
”乡村,以其自然的风光、清新的空气和本土人文,对城市居民构成了极大的吸引力。
即使是梅家坞、桐庐红灯笼等半乡村或是伪乡村,也会让城市居民流连忘返。
乡村旅游是城市居民休闲度假的理想选择方式。
乡村旅游现在最缺乏的是可以提供给游客的合适产品,目前的乡村旅游产品可以说是非常初级,还无法有效满足游客的需求和心理预期。
一旦乡村旅游的产品达到一个较高的层次,并在总量上达到一定规模,将在今后几年内逐步成为城市居民休闲度假旅游的主力产品。
同时,城市周边的短途观光旅游热也将逐步转变为短途休闲度假热。
2.游客的小规模自驾车出游将逐步成为休闲度假旅游的主要方式,而乡村旅游
最适应这种方式。
我国城市居民的购车热持续升温,北京等经济发达城市的购车量这几年增长都在惊人的50%左右。
发达国家的旅游发展经验表明,汽车使用率的普及会
极大地影响游客的出游方式,具体表现在:
自助旅游更普及;旅游团体规模小型化(家人、朋友组成的小团体);出游更频繁;非大众化的旅游目的地有更多人光顾等等。
我国