本人在 HD 公司从事十年的培训与咨询工作，鉴于公司遇到发展瓶颈，希望整合公 司长期积累的优势资源，利用互联网技术，另外开辟一个新业务。但是，项目能否开展， 还得需要获得 HD 公司的战略投资。所以，本以 HD 互联网学习平台项目作为研究 对象，通过商业计划书的形式，运用在研究生期间学习的战略管理、营销管理、运营管 理和财务管理等方面的理论，结合本人过去十年的培训咨询工作经验，对项目进行了全 方位的分析，制定本项目发展规划，并向 HD 战略投资人做介绍。 随着我国经济的快速发展，我国传统管理培训与咨询业务蓬勃发展，但受到如现场 实施成本高、形式单一、针对性不强、市场形势多变等诸多因素的制约。近些年来，随 着互联网技术及互联网思维的应用，使得搭建互联网学习平台机遇的出现。 本文首先对项目背景、发展规划和商业模式等方面进行了介绍。接着，运用 SLEPT 模 型和波特五力模型分别对宏观环境和行业竞争环境进行了分析，并运用 SWOT 分析法 对项目的优劣势以及外部的机会与威胁进行了分析，由此可知，项目面临的外部环境十 分有利，内部优势远大于劣势。在此基础上，通过 STP 营销分析选择了目标市场，并对 项目进行了定位；然后运用 4P 理论为项目制定了营销组合策略。在营销计划的基础上， 介绍了组织架构和管理团队，并制定了人员的配置及薪酬计划，制定了项目建设计划。 在以上分析的基础上，进行了投融资计划与退出方式说明、收入和支出预测、现金 流预测和项目效益评价等方面的工作。本项目计划投资 300 万元，其中初始投资为 100 万元，计划向 HD 公司融资 200 万元。以项目资本成本 10%作为贴现率计算，项目经营 前 5 年的净现值（NPV）为 1138.3 万元，前 5 年的修正内部收益率（MIRR）为 49%， 动态投资回收期为 1 年，可见本项目的经济效益十分显著。 最后，对本项目进行了风险定量分析，制定风险防范对策。通过敏感性分析可知， 本项目最大风险点是销售收入降低，并制定相应的对策来规避风险。 关键词，互联网学习；培训管理平台；人才测评；商业计划书II Abstract I am in HD company for ten years of training and consulting work, in view of the company encountered development bottleneck, I hope to integrate the company's long-term accumulation of the advantages of resources, the use of Internet technology, in addition to open up a new business. However, the project can be carried out, but also need to get the HD company's strategic investment. So this thesis takes HD Internet learning platform project as the research object, through the form of a business plan, using in the study of students during the study of strategic management, marketing management, operation management and financial management theory, combined with me over the past ten years of consulting and training experience, to carry out a full range of analysis, planning of the project development, and HD strategic investor to do the introduction. With the rapid development of China's economy, the vigorous development of China's traditional management training and consulting business, but by high cost, in the form of a single, for is not strong, the market situation changing many factors such as restriction such as field implementation of the. In recent years, with the application of Internet technology and Internet thinking, making the Internet platform for the emergence of learning opportunities. This business plan firstly introduced the project background, development planning and business model of the project, and then using SLEPT model and Porter’ five-forces model to analyze the macro environment and industry competition environment, finally using SWOT method to reveal the advantages and disadvantages of the project as well as the external opportunities and threats and drew up a conclusion that the project faces with an excellent external environment, the internal advantages outweigh the disadvantages. On this basis, the paper use the STP marketing analysis to determine the target market and the location of the project; then use the 4P theory developed marketing mix strategy for the project. After that, this paper introduces the organization structure and management team; configures the personnel and the compensation plan and develops a construction plan of the project at the end. On the basis of the above analysis, the paper introduces the investment and financingIII plans and exit way of the project, makes an income and expenditure forecast, cash flow forecast and the project benefit evaluation, etc. The project plans to invest 3 million yuan, of which the initial investment of 1 million yuan, plans to HD corporate finance 2 million yuan. To 10% of the project's cost of capital as the discount rate used to calculate, before operating the project 5 years of net present value (NPV) for 11 million 380 thousand yuan, five years ago, the modified inner revenue rate (mirr) was 49%, the dynamic investment recovery period is one year, the visible economic benefit of this project is very significant. Finally, the risk of the project was quantitative analysis, to develop risk prevention countermeasures. Through the sensitivity analysis, we can know that the biggest risk point of this project is to reduce the sales income, and make the corresponding countermeasures to avoid the risk. Key word， Internet Learning；Training management platform；talent evaluation；Business planIV 目 录 摘要 .... I ABSTRACT . II 目 录 ... IV 第一章 绪 论 ... 7 1.1 研究背景及意义 ... 7 1.2 相关文献综述 . 8 1.2.1 商业计划书的编写 ... 8 1.2.2 本文涉及的管理理论 ..... 9 1.2.3 项目业务的文献研究 ... 10 1.3 研究方法与内容 . 11 第二章 项目简介及环境分析... 14 2.1 项目背景 . 14 2.2 项目简介.. 16 2.3 项目发展规划及商业模式 ... 17 2.3.1 项目发展规划 ... 17 2.3.2 商业模式 ..... 19 2.4 外部环境分析 ..... 20 2.4.1 宏观环境分析 ... 20 2.4.2 行业环境分析 ... 22 2.4.3 竞争对手分析 ... 23 2.5 内部环境分析 ..... 26 2.6 SWOT分析 26 2.6.1 项目的优势 . 26 2.6.2 项目的劣势 . 27 2.6.3 项目的机会 . 27V 2.6.4 项目的威胁 . 27 2.6.5 组合分析 ..... 28 2.7 本章小结 . 28 第三章 市场分析与营销策略... 29 3.1 市场细分 . 29 3.2 目标市场与市场定位 ..... 30 3.2.1 目标市场选择 ... 30 3.2.2 市场定位分析 ... 31 3.3 营销组合策略 ..... 31 3.3.1 产品策略 ..... 31 3.3.2 价格策略 ..... 33 3.3.3 渠道策略 ..... 33 3.3.4 推广策略 ..... 34 3.4 本章小结 . 34 第四章 人力资源与营运规划... 35 4.1 组织架构及部门职能 ..... 35 4.2 人力资源规划 ..... 36 4.2.1 核心团队 ..... 36 4.2.2 人员需求与薪酬 ..... 37 4.3 营运管理规划 ..... 39 4.3.1 平台结构与模块 ..... 39 4.3.2 平台运营管理 ... 39 4.4 项目建设进度 ..... 40 4.5 本章小结 . 40 第五章 投资估算与财务预测分析..... 41 5.1 投资估算与融资计划 ..... 41 5.1.1 投资估算 ..... 41 5.1.2 融资计划 ..... 42VI 5.2 项目经营预测 ..... 43 5.2.1 环境确定 ..... 43 5.2.2 收入预测 ..... 43 5.2.3 支出预测 ..... 43 5.2.4 现金流预测 . 45 5.3 项目效益评价 ..... 46 5.3.1 项目资本成本的确定 ... 46 5.3.2 项目的净现值 ... 46 5.3.3 项目的内部收益率 . 47 5.3.4 项目的投资回收期 . 47 5.4 本章小结 . 47 第六章 风险管理 48 6.1 风险定量分析 48 6.1.1 单因素敏感性分析 .. 48 6.1.2 多因素敏感性分析 .. 49 6.2 风险防范与对策 . 50 6.2.1 政策风险及对策 ..... 50 6.2.2 管理风险及对策 ..... 50 6.2.3 财务风险及对策 ..... 50 6.2.4 市场风险及对策 ..... 51 6.2.5 技术风险及对策 ..... 51 6.3 本章小结 . 51 结 论 ... 53