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2020年校多多APP项目商业计划书DOC

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2015 年互联网+教育迎来了快速发展的契机,契合国家转型的大背景,校多 多正积极投入并拥抱 K12 在线教育。本商业计划书基于家校间因时空距离而导 致的信息不对称,在孩子的教育培养目标上不能更好的协调一致、教育方式上 相互补充的欠缺,提出了基于移动终端 ISO 和 Android 系统的“B2B2C+O2O”的 全新家校互联解决方案。本计划书对校多多 APP 的可行性进行了论证分析。 本商业计划书分别从战略分析、市场分析和营销策略、财务分析等方面对 校多多 APP 的可行性展开了系统性的探讨。首先立足于宏观环境里的政治、经 济、社会文化以及科学等角度展开了研究;其次,对该教育环境、行业竞争环 境的优势和缺陷展开了探讨;最后,利用先进的 SWOT 工具归纳出校多多 APP 项 目的战略选择,进而明确了项目的发展方向和科学化的销售机制。选定了战略 方向之后,借助 STP 工具的分析,确定了项目的服务群体是 K12 教育阶段的家 庭、教师和教辅机构。依据以上的分析,制定出基于 4C、4P、4R 与实际业务相 结合的差异化营销策略。对于 K12 在线教育市场, 校多多 APP 项目将采用“集 群、创新、易用”的产品策略。在第七章本商业计划书对校多多 APP 项目初创 阶段各项财务指标作了阐述,并对项目未来五年的经营情况通过各财务报表的 制定做出了系统性的探究。计算出项目的投资经费数目为 41.2 万元,五年以内 实现所创的净现值 NPV 为 1,885,168,内部收益率 IRR 为 95.94%。最后立足于 对技术风险、市场风险、监管风险等方面的探究,得出风险在可控范围内的结 论,最后,对项目所将遇到的技术风险、市场风险以及监管风险展开探究,制 定了较为规范的监管策略,总而言之,本文的观点是,项目风险在可控范围内, 具有较理想的投资价值。 本商业计划书的实用性重要表现在对传统 K12 教育如何突破瓶颈并实现与 互联网握手,以及 K12 在线教育的商业模式具有重要意义。 关键词:创业;B2B2C+O2O;互联网+教育;商业计划书;家校互联MBA 学位报告 作者:宋贻全 校多多 APP 项目商业计划书 II Abstract In 2015, Internet + Education ushered in the new opportunities and development space, into rapid development. Under the background of the transformation of China, XDD are focusing their energy on K12 Online Education. Based on the information asymmetry and space distance, the objectives of Children’s education cannot be better consistent and the lake of educational method between home and school. Meanwhile, based on the mobile terminal ISO and Android system, this business plan put forward a new B2B2C+O2O home-school connection solutions and ddemonstrates the feasibility of XDD App project. From strategic analysis, market analysis and marketing strategy aspects, financial analysis etc., this business plan ddemonstrates the feasibility of XDD App project.Firstly, based on PEST (Political, Social culture and science, Economic, Technology environment)of four dimensions to analyze the macro-environment; Secondly, this plan deeply analyses the K12 education envi- ronment and market competition structure model. Finally by the integrated use of strategic ma- trix SWOT analysis, this paper puts forward the centralization and differentiation long-term development strategy. Then, with marketing segment tool-STP analysis, it defines XDD target markets which include family, teacher and training institutions. According to the above analyses, combining the traditional 4P marketing tactics with emerging 4C and 4R can carry out real dif- ferentiation marketing. And will adopt a cluster, innovation, easy to use product strategy. In chapter 7, through the accounting data of the financial statement, to find out the finance condi- tion and managing achievement of a business, and forecast future five years economy of the business. By analyzing the basic data, the initial investment will be 412,000, in the next 5 years NPV is 1885168, the internal rate of return (IRR) is 95.94%. Finally, this paper through some related feasibility study, risk analysis and above analysis, have the preliminary conclusion: the investment of XDD App project is feasible. This article has important significance to explore how to break through the bottleneck of traditional K12 education and shake hands with the Internet, as well as the business model of K12 online education. Key Words: Startups; B2B2C+O2O; Internet+Education; Business Plan; Home-School ConnectionMBA 学位报告 作者:宋贻全 校多多 APP 项目商业计划书 III 目 录 中文摘要.....................................................................................................I ABSTRACT....................................................................................................II 一、绪论.....................................................................................................1 (一)研究背景与意义..........................................................................................1 (二)研究内容及方法..........................................................................................2 (三)报告的基本框架..........................................................................................2 二、相关理论综述.....................................................................................4 (一)商业计划书理论..........................................................................................4 (二)B2B2C+O2O 相关文献...............................................................................5 (三)本文涉及有关理论......................................................................................5 三、校多多科技公司及 APP 项目产品介绍...........................................8 (一)校多多科技公司介绍..................................................................................8 (二)校多多 APP 项目概况................................................................................8 (三)校多多 APP 主要功能展示........................................................................9 (四)校多多 APP 产品体系结构......................................................................16 四、校多多 APP 项目战略分析.............................................................18 (一)校多多 APP 项目外部环境分析..............................................................18 (二)校多多 APP 项目内部环境分析..............................................................32 (三)校多多 APP 项目 SWOT 分析.................................................................37 (四)校多多 APP 项目战略决策......................................................................40 五、校多多 APP 项目市场分析.............................................................43 (一)K12 在线教育市场分析............................................................................43 (二)目标市场分析............................................................................................45MBA 学位报告 作者:宋贻全 校多多 APP 项目商业计划书 IV (三)K12 互联网+教育市场规模预测 .............................................................46 (四)校多多 APP 市场定位..............................................................................46 六、校多多 APP 项目营销策略.............................................................48 (一)校多多 APP 项目产品策略......................................................................48 (二)校多多 APP 项目渠道策略......................................................................48 (三)校多多 APP 项目价格策略......................................................................48 (四)校多多 APP 项目推广策略......................................................................49 (五)4C、4R 与 4P 理论相结合在校多多 APP 项目的运用..........................50 七、校多多 APP 项目财务分析和融资.................................................51 (一)初创投资金额估算....................................................................................51 (二)财务分析....................................................................................................53 (三)校多多 APP 项目利润表、现金流以及资产负债表估算......................56 (四)校多多 APP 项目可行性分析..................................................................59 (五)融资需求与方案、风险分析....................................................................59 (六)退出机制....................................................................................................61 八、校多多 APP 项目实施日程.............................................................62 (一)实施时间表................................................................................................62 (二)关健里程碑................................................................................................63 九、结论...................................................................................................64