近 30 年来经济的飞速发展让中国的面目焕然一新，但我们的家庭幼儿教育却没能 跟得上社会的进步，还停留在以智商为主导的层面上。一方面是由于家长的成长和受 教育的时期的社会背景和现实社会的背景差别巨大，另一方面是低幼儿童教育的方式 和方法明显滞后于时代的发展。正是出于对目前社会现状的分析和研究，本文作者才 策划了一个符合现代社会需求的“现代财智新童话系列儿童动漫读物”项目。 本计划书首先通过对儿童动漫读物市场的宏观环境进行分析，包括政策、经济、 社会、技术的分析，再通过问卷调查和实地访问的形式找到潜在需求和细分机会。其 次，我把产品理解为为客户创造价值的载体，努力营造完善的客户体验。通过系统的 传播促销方案将产品价值传播给尽可能多的目标对象，并通过渠道计划将价值传播给 客户的同时以价格策略体现价值。最后对项目做详细的财务和风险分析论证计划的可 执行。 经过综合分析与计划得出结论，《现代财智新童话》项目是一个有益于儿童成长， 具有良好社会效应能持续盈提供良好回报的商业项目。 关键词，儿童财商教育；动漫出版物；商业计划书II Abstract The past 30 years the face of China's rapid economic development for a new look, but our pre-school education failed to keep pace with the progress of social development is still stuck in the level of IQ-led.On the one hand, due to the growth of the parents and the background of the period of education and social reality is a huge difference, on the other hand, is the ways and means of the Infant children's education has lagged far behind in the development of the times. It is for the current social situation of analysis and research, the author planning a modern FQ new fairy tale series children's cartoon book, projects that meet modern needs of the community. This plan first by the macro environment on children's cartoon books market analysis, including political, economic, social, technical analysis, then through the form of questionnaires and field visits to find the potential demand and segmentation opportunities. Secondly, I understand the product carrier to create value for our customers and strive to create the perfect customer experience. Through the dissemination of marketing programs to spread the value of the product to as many target audiences, the value spread through the channel program to the customer at the same time reflect the value pricing strategy. Finally, detailed financial and risk analysis and demonstration program executable on the project. Concluded after a comprehensive analysis and planning the modern FQ new fairy tale project is a benefit to the child to grow, with good social effects of sustained surplus to provide a good return on commercial projects. Key words，Children's financial education；Cartoon publications；Business planIII 目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单..................................................................................................................................VI 第一章 绪 论..........................................................................................................................1 1.1 研究的背景与意义 .......................................................................................................... 1 1.1.1 研究背景................................................................................................................... 1 1.1.2 研究意义................................................................................................................... 2 1.2 文献综述 .......................................................................................................................... 2 1.3 研究方法与内容 .............................................................................................................. 4 第二章 企业及项目概况...........................................................................................................6 2.1 企业简介 .......................................................................................................................... 6 2.1.1 公司注册信息........................................................................................................... 6 2.1.2 公司研究、开发、生产能力 ................................................................................... 6 2.1.3 公司主要战略合作方 ............................................................................................... 7 2.2 项目简介 .......................................................................................................................... 8 2.2.1 出版物部分............................................................................................................... 8 2.2.2 多媒体电子书........................................................................................................... 9 2.2.3 项目特色介绍......................................................................................................... 10 2.3 目标市场与市场定位 .................................................................................................... 11 2.3.1 目标市场................................................................................................................. 11 2.3.2 市场定位................................................................................................................. 11 2.4 项目管理团队及组织构架 ............................................................................................ 12 2.5 本章小结 ........................................................................................................................ 13 第三章 项目环境分析.............................................................................................................14 3.1 宏观环境分析 ................................................................................................................ 14 3.1.1 政策环境................................................................................................................. 14IV 3.1.2 经济环境................................................................................................................. 15 3.1.3 社会坏境................................................................................................................. 17 3.1.4 技术条件................................................................................................................. 18 3.2 国内外财商教育现状 .................................................................................................... 18 3.3 幼儿图书主要购买者分析 ............................................................................................ 20 3.3.1 幼儿园家长的观点（问卷） ................................................................................. 20 3.3.2 幼教老师的观点（访谈） ..................................................................................... 22 3.3.3 幼儿图书的主要购买者购买途径分析 ................................................................. 23 3.3.4 不同年龄段儿童的行为特征 ................................................................................. 24 3.4 竞争环境分析 ................................................................................................................ 26 3.5 本章小结 ........................................................................................................................ 27 第四章 营销计划.....................................................................................................................28 4.1 销售目标估计与品牌建设目标 .................................................................................... 28 4.2 产品组合计划 ................................................................................................................ 29 4.2 .1 产品套装 ................................................................................................................ 30 4.2.2 品牌 ......................................................................................................................... 33 4.3 价格策略 ........................................................................................................................ 33 4.3.1 套装定价 ................................................................................................................. 33 4.3.2 渠道价格策略 ......................................................................................................... 34 4.4 渠道计划 ........................................................................................................................ 35 4.4.1 出版社代理的传统书店渠道 ................................................................................. 35 4.4.2 公司自营的幼儿园直供渠道发展规划 ................................................................. 35 4.4.3 网商渠道 ................................................................................................................. 36 4.5 促销计划 ........................................................................................................................ 36 4.5.1 核心推广理念与广告说辞 ..................................................................................... 36 4.5.2 立体广告传播计划 ................................................................................................. 38 4.6 项目执行人员配备与管理计划 .................................................................................... 40 4.6.1 人员招募 ................................................................................................................. 40 4.6.2 绩效薪酬方案 ......................................................................................................... 40V 4.7 本章小结 ........................................................................................................................ 41 第五章 财务分析与风险控制.................................................................................................42 5.1 财务分析 ........................................................................................................................ 42 5.1.1 正常经营销售收入预测 ......................................................................................... 42 5.1.2 正常经营成本及费用预测 ..................................................................................... 42 5.1.3 预计利润及利润表 ................................................................................................. 44 5.1.4 预计现金流量表 ..................................................................................................... 45 5.2 风险分析及对策 ............................................................................................................ 47 5.2.1 可能存在的风险 ..................................................................................................... 47 5.2.2 风险对策................................................................................................................. 48 5.3 本章小结 ........................................................................................................................ 49 结 论......................................................................................................................................50