“文化是民族的血脉，是人民的精神家园 ”。古今中外，人类社会发展的 历史，不管是从经济角度来看，还是从社会、政治角度看，无不显现出鲜明的文 化特征。可以说，人类社会发展的历史就是一部世界各民族文化发展的历史。而 舞台剧作为一种不可缺少的文化表现形式，应作为最具潜力的朝阳产业。 本文通过《马可o波罗传奇》项目的内容介绍、项目优势及潜在市场价值的 评估，深入分析项目在制作、发行过程中存在的问题，重点运用了实地调查法、 趋势分析法相结合法等方法,提出解决《马可o波罗传奇》的融资问题。 本文对通过国际、国内市场的需求情况进行了详细的分析，包括观众客源、 演出市场各演出要素占比、文化企业发展存在的问题，通过 W 公司《马可o波罗 传奇》项目的项目需求分析、市场分析、项目优势、项目盈利模式、项目退出机 制、项目实施进度与计划、项目利润预算与资金筹措方案、资金的用途、明细及 测算依据、投资项目效益分析、项目风险分析与控制，提出该项目的可实施性， 通过可实施性，吸引投资者投资 W 公司的《马可o波罗传奇》项目，达到融资的 目的。 关键词，文化演出；《马可o波罗传奇》项目；融资 IAbstract Culture is the nation's blood, it is people's spiritual home, ancient and modern, Chinese and foreign history of human social development, whether from the economic perspective, or from the social, political point of view, all the distinctive cultural features. It is fair to say that the history of human development is a history of the development of national cultures. As an indispensable form of cultural expression, stage play should be regarded as the most promising sunrise industry. In this article, In this paper, the content of the Marco Polo legend project is introduced, the advantage of project and the evaluation of potential market value, the thorough analysis project in the process of production and distribution problems, mainly using the method such as with field investigation method, the trend analysis method, is put forward to solve the problem of the financing the Marco Polo legend. In this article, through the international and domestic market demand situation has carried on the detailed analysis, including the audience customers, the market performance factors accounted for, the existing problems in the development of cultural enterprises, through the W company Marco Polo legend project requirement analysis, market analysis, project objectives, main content and scheme, project implementation schedule and plan, project profit budget and financing plan, the purpose of the funds, the detail and measure on the basis of benefit analysis, investment project, project risk analysis and control, the project can be put forward, through practical, attract investors to invest W company Marco Polo legend project, to achieve the purpose of financing. Key words: Cultural performance, The legend of Marco polo, Financing II目录 第 1 章 导 论.......................................................1 1.1 选题背景.....................................................1 1.2 选题意义.....................................................2 第 2 章公司及项目基本情况............................................3 2.1 公司基本情况.................................................3 2.1.1 公司简介 ...............................................3 2.1.2 公司治理结构 ...........................................3 2.1.3 公司人员结构 ...........................................5 2.2 项目基本情况.................................................6 2.2.1 项目简介 ...............................................6 2.2.2 项目内容梗概 ...........................................6 2.2.3 项目演出剧场情况 .......................................7 2.2.4 项目竞争优势...........................................8 2.2.4.1 项目团队优势 .........................................8 2.2.4.2 项目股东背景优势.....................................9 2.2.4.3 项目自身优势 .........................................9 2.2.5 项目合作方式..........................................11 2.2.6 项目盈利模式..........................................11 2.2.7 项目实施计划..........................................11 2.2.8 项目的退出机制........................................12 2.3 本章小节....................................................12 第 3 章项目市场需求分析.............................................13 3.1 国际市场需求分析 ..........................................13 3.2 国内市场需求分析 ..........................................13 3.2.1 演出市场分析..........................................13 3.2.2 观众客源市场分析......................................15 3.2.3 目标市场定位分析 ......................................15 3.3 本章小节....................................................16 第 4 章 项目的资金用途及筹措方式...................................17 4.1 项目资金用途................................................17 III4.2 资金筹措方式................................................18 第 5 章 项目财务预算...............................................21 5.1 项目预期利润分析............................................21 5.2 项目预期盈利能力分析........................................26 5.2.1 销售净利润率 ..........................................26 5.2.2 净资产收益率 ..........................................26 5.3 项目预期投资收益率及回收期..................................27 5.3.1 投资收益率 ............................................27 5.3.2 投资回收期 ............................................27 5.4 本章小节....................................................28 第 6 章 项目风险分析与应对措施......................................29 6.1 外部风险分析与应对措施......................................29 6.1.1 市场风险分析与应对措施 ................................29 6.1.2 竞争风险分析与应对措施 ................................30 6.2 内部风险分析及应对措施 .....................................31 6.2.1 管理风险分析与应对措施 ................................31 6.2.2 人才流失风险分析与应对措施............................32 结论...............................................................33 致谢...............................................................34