创意电子商务大赛作品Word文档下载推荐.docx
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（由组委会填写）
二0一三年十月
1.创业背景.......................................................................................................................5
2.公司简介.......................................................................................................................62.1公司简介............................................................................................................62.2公司经营目标.....................................................................................................62.3业务目的............................................................................................................72.4主要业务............................................................................................................8
2.4.1中小学生课后辅导...................................................................................8
2.4.2社会上有学习需求者技能培训..................................................................8
2.4.3高层次学习需求者技能提高.....................................................................8
3.服务介绍.......................................................................................................................93.1服务对象............................................................................................................93.2服务宗旨............................................................................................................93.3服务指南............................................................................................................93.4服务流程..........................................................................................................113.5服务目标..........................................................................................................11
3.6主要服务要求...................................................................................................11
4.市场分析.....................................................................................................................134.1市场机会..........................................................................................................13
4.1.1从企业的角度来看..................................................................................13
4.1.2从学习需求者的角度来看.......................................................................13
4.1.3从社会需求角度来看..............................................................................134.2与其他教育模式差异分析..................................................................................144.3一对一教育模式剖析........................................................................................154.4市场机会与环境SWOT分析................................................................................154.5目标市场..........................................................................................................16
4.5.1短期目标市场........................................................................................16
4.5.2长期目标市场........................................................................................16
4.5.3潜在目标市场........................................................................................16
5.竞争分析.....................................................................................................................175.1教育机构竞争的重点.........................................................................................175.2潜在竞争者.......................................................................................................175.3替代品竞争者...................................................................................................175.4同行业现有竞争力量.........................................................................................185.5品牌效应带来的竞争力.....................................................................................18
6.市场营销.....................................................................................................................196.1营销策略..........................................................................................................196.2产品定价..........................................................................................................196.3营销推广策略...................................................................................................20
6.3.1适时推出...............................................................................................20
6.3.2广告策略................................................................................................20
6.3.3网络策略................................................................................................20
6.3.4季度策略................................................................................................206.4促销策略..........................................................................................................20
6.4.1普通会员卡............................................................................................21
6.4.2电话营销................................................................................................21
6.4.3网络营销................................................................................................216.5市场信息..........................................................................................................22
7.公司管理.....................................................................................................................237.1公司的组织管理................................................................................................23
7.2公司组织结构...................................................................................................23
7.2.1各部门职能............................................................................................23
7.2.2用人策略...............................................................................................25
7.2.3聘用制度................................................................................................25
7.2.4.培训、考核与录用.................................................................................267.3奖惩制度..........................................................................................................267.4内部管理制度...................................................................................................27
7.4.1公司考勤管理.........................................................................................27
7.4.2管理和激励制度.....................................................................................27
7.4.3激励制度................................................................................................287.5公司战略..........................................................................................................28
7.5.1公司成立初期的战略..............................................................................28
7.5.2公司成长期战略.....................................................................................28
7.5.3公司成熟期战略.....................................................................................29
8.心理分析.....................................................................................................................308.1消费者的性格...................................................................................................308.2社会阶层与消费的心理分析..............................................................................308.3客户异议心理分析............................................................................................308.4广告心理..........................................................................................................30
9.财务分析.....................................................................................................................319.1资金筹集与投入................................................................................................31
9.1.1资金筹集................................................................................................31
9.1.2资金投入................................................................................................319.2资金运用预测...................................................................................................31我们对成本及费用进行预测如表7-3........................................................................32
9.3经营利润预测...................................................................................................33首先我们对每季度营业收入做一下预测。
下表为营业收入预测表。
.........................33
10.风险分析...................................................................................................................3610.1风险分析.........................................................................................................36
10.1.1外部风险..............................................................................................36
10.1.2内部风险..............................................................................................36
10.1.3信用风险..............................................................................................36
10.1.4安全风险..............................................................................................36
10.1.5市场风险..............................................................................................37
10.1.6营销风险..............................................................................................3710.2风险应对方法.................................................................................................37
11.附则..........................................................................................................................38
11.1问卷调查........................................................................................................38
11.2数据分析.........................................................................................................40
11
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