随着国家经济的高速发展的同时，带给人们的是快速、紧张、高压的生活节奏；随 着电子相关产品的不断创新问世，带给人们的是“低头一族”、“久坐”和“宅居”的 不良生活方式；随着国家人口结构政策的影响，带给人们的是社会的“老龄化”的时代 已经来临。由于目前“老龄化”和全民的“亚健康”现象正在日渐蔓延长存，以及国内 外对整体健康理念的革命性影响，国人对于养生的需求提高到了空前的高位，形成了市 场上的一种主流趋势和时代发展的热点。然而国内在养生产业链上是百家齐放，百家争 鸣，基本是都是保健性质的养生，这些养生保健业大多数为自主经营，网点多，服务功 能多而杂，而且多数是借助于养生的概念而延伸出其他服务产业链。因此要维护好养生 产业链的健康发展，必须深化改革养生的理念，加入传统文化的理论根基，做到理论与 实际相结合，使其能达到真正的养生的目的，同时利用互联网的智能平台来整合养生产 业的资源，把市场上相关的高端的养生资源纳入养生资源平台共享，再结合旅游养生、 养生建筑等等创造出高端养生新模式。 综上所述，本文以 ND 公司传统文化养生项目为选题，首先通过查阅与传统文化养 生相关的文献、期刊和资料，归纳出当前国内养生行业的发展现状，再对比国外的养生 行业，利用 PEST 工具总结出未来养生行业的发展趋势；然后结合自己在养生行业积累 的经验和在 EMBA 硕士期间所学的理论知识为本文的理论基础；再制定出本文的研究 思路及方法。其次，本文运用战略管理中的波特五力模型对养生产业环境进行分析，然 后根据项目的基本情况提出项目的具体要求；再采用 SWOT 分析法对项目的优势、劣 势、威胁和战略巨阵进行深入分析，制定出项目的发展策略、计划及对策等，再次，本 文通过战略营销理论 STP 进行分析，确定项目的目标对象、目标市场，确定产品的市场 定位;，并根据营销组合 7P 策略，对项目的产品、价格、渠道、促销策略制定出方案。 最后根据财务分析分法对项目进行分析，确定项目的投资预算、资金筹借，再进行项目 的盈利预测、经济效益及社会效益分析，同时测算出项目的风险系数，对风险因素进行 对策分析，最终确保此项目的可行性 关键词，老龄化；亚健康；传统文化养生；互联网智能；旅游II Abstract With the speedy development of our economy, people are living a quick, tense and high-pressure life; with the constant innovation of electronic products, people are becoming smartphone addictive, sedentary and indoorsy; with the effect of population structure policies, people are facing an “aging” society. Due to the aging problem and spreading sub-health phenomenon and the evolutional effect of the overall national and multinational health concept, people’s demand on regimen rises up to an unprecedented level and become a mainstream trend and hot topic today. However, the national regimen industry chain is flourishing and contending and basically focusing on health care. These regimen industries are mostly independent operation with many branches and poly functions. In addition to that, there is always extended service industry from the regimen industries. In order to maintain a healthy development of regimen industry, people must deepen the concept of regimen with the basic roots of traditional culture. People must integrate the theory with practice so as to fulfill the true regimen. Meanwhile, people should integrate the resources of the regimen industry with the help of internet intelligence platforms and then share the high end resources on the web, then create better regimen mods with the combination of wellness tourism and architecture. In conclusion, this essay takes “the traditional cultural regimen project of ND Company” as its theme. Firstly, it summarizes the current development situation of national regimen industry by reading the literature, magazines and related information. Then it concludes the trend of future regimen industry with PEST through the comparison to foreign regimen industry. After that, the research plan and method is based on the author’s own experiences on the regimen industry and the theory gained from EMBA courses. This essay analyzes the environment of regimen industry by using Potter’s five strength models of strategic management and set different requirements of the project according to the actual situation of the project. And then the development strategy, plan and measures of the project are figured out after the analysis of the strengths, weakness, opportunities and threads by using SWOT. This essay determines the project’s targeted consumers, markets and market orientation with analysis of strategic marketing theory STP and works out the measures of the products, price, place and promotions according to marketing 7P strategy. At last, the investment budget, fund management is decided according to the financial analysis and the risks parameter is predicted based on the evaluation of earnings, economic benefits and social benefits. The risk factors are analyzed with countermeasures so as to guarantee the feasibility of this project. Key Words，Aging; sub-health, traditional cultural regimen; internet intelligence; tourismIII 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 ......................................................................................................................... 3 1.2.1 大健康产业模式发展的研究现状........................................................................... 3 1.2.2 关于项目的环境研究方法....................................................................................... 4 1.2.3 关于项目的市场营销战略研究............................................................................... 5 1.2.4 关于项目的管理模式设计....................................................................................... 5 1.2.5 关于项目投资决策及风险分析............................................................................... 6 1.3 研究内容和研究方法 ..................................................................................................... 6 1.3.1 研究内容................................................................................................................... 6 1.3.2 研究方法................................................................................................................... 7 1.3.3 研究技术路线及结构....................................................................................... 8 第二章项目概况......................................................................................................................10 2.1 项目概述 ....................................................................................................................... 10 2.1.1 传统文化养生方法的选定..................................................................................... 10 2.1.2 项目的地理区域..................................................................................................... 11 2.1.3 项目的开发主体..................................................................................................... 12 2.1.4 项目的建设方案..................................................................................................... 12 2.1.5 项目的用地评价..................................................................................................... 13 2.2 项目设计的原则及风格概述 ....................................................................................... 13 2.2.1 设计规划原则......................................................................................................... 13 2.2.2 设计规划风格......................................................................................................... 14 2.2.3 规划与空间布局..................................................................................................... 14 2.3 项目规划主要经济指标 ............................................................................................... 15IV 2.4 项目建设计划 ............................................................................................................... 15 2.5 本章小结 ....................................................................................................................... 16 第三章项目环境分析及战略定位..........................................................................................18 3.1 宏观环境分析 ............................................................................................................... 18 3.1.1 政冶法律环境......................................................................................................... 18 3.1.2 经济环境................................................................................................................. 21 3.1.3 社会环境................................................................................................................. 27 3.1.4 技术环境................................................................................................................. 30 3.2 行业环境分析 ............................................................................................................... 30 3.2.1 潜在进入者的威胁................................................................................................. 31 3.2.2 替代品或服务的威胁............................................................................................. 31 3.2.3 现有竞争者分析..................................................................................................... 32 3.2.4 供应商讨价还价的能力......................................................................................... 33 3.2.5 客户讨价还价的能力............................................................................................. 33 3.3 SWOT 分析 .................................................................................................................... 34 3.3.1 优势......................................................................................................................... 34 3.3.2 劣势......................................................................................................................... 35 3.3.3 机会......................................................................................................................... 36 3.3.4 威胁......................................................................................................................... 37 3.4 项目发展战略 ............................................................................................................... 38 3.5 本章小结 ....................................................................................................................... 39 第四章项目市场营销战略......................................................................................................40 4.1 项目的市场营销战略 ................................................................................................... 40 4.1.1 市场细分策略......................................................................................................... 40 4.1.2 目标市场选择......................................................................................................... 41 4.1.3 市场定位................................................................................................................. 43 4.2 项目的营销策略（7P 理论） ...................................................................................... 44 4.2.1 产品策略................................................................................................................. 44 4.2.2 定价策略................................................................................................................. 45 4.2.3 渠道策略................................................................................................................. 46V 4.2.4 促销策略................................................................................................................. 47 4.2.5 人员策略................................................................................................................. 48 4.2.6 过程策略................................................................................................................. 48 4.2.7 有形展示策略......................................................................................................... 48 4.3 本章小结 ....................................................................................................................... 49 第五章项目的组织架构及管理模式......................................................................................50 5.1 项目的组织架构 ........................................................................................................... 50 5.2 项目的管理模式 ........................................................................................................... 52 5.2.1 预算管理体系......................................................................................................... 52 5.2.2 业绩考核................................................................................................................. 53 5.2.3 员工培训................................................................................................................. 54 5.2.4 奖励制度................................................................................................................. 54 5.3 本章小结 ....................................................................................................................... 54 第六章项目的投融资、财务预测与效益分析......................................................................56 6.1 投融资计划与分配退出方式 ....................................................................................... 56 6.1.1 投资预算计划......................................................................................................... 56 6.1.2 项目的股权结构..................................................................................................... 58 6.1.3 融资计划................................................................................................................. 60 6.1.4 分配方案................................................................................................................. 60 6.1.5 退出方式................................................................................................................. 60 6.2 项目经营预测 ............................................................................................................... 61 6.2.1 项目收入预测......................................................................................................... 61 6.2.2 项目支出预测......................................................................................................... 62 6.2.3 项目利润预测......................................................................................................... 68 6.2.4 项目现金流预测..................................................................................................... 69 6.3 项目投资决策指标分析 ............................................................................................... 70 6.3.1 折现率的确定......................................................................................................... 70 6.3.2 项目的投资净现值（NPV）................................................................................. 71 6.3.3 项目的内部报酬率（IRR） .................................................................................. 72 6.3.4 项目的投资回收期................................................................................................. 72VI 6.3.5 项目的经济效益分析............................................................................................. 73 6.4 项目社会效益分析 ....................................................................................................... 74 6.5 本章小结 ....................................................................................................................... 74 第七章项目的风险分析及风险对策......................................................................................76 7.1 定量分析 ....................................................................................................................... 76 7.1.1 单因素敏感性分析................................................................................................. 76 7.1.2 多因素敏感性分析................................................................................................. 76 7.1.3 宏观因素情景分析................................................................................................. 78 7.2 定性分析 ....................................................................................................................... 79 7.2.1 政策风险及应对措施............................................................................................. 79 7.2.2 技术风险及应对措施............................................................................................. 80 7.2.3 市场风险及应对措施............................................................................................. 81 7.2.4 财务风险及应对措施............................................................................................. 81 7.3 本章小结 ....................................................................................................................... 82 结论..........................................................................................................................................83