2014 年起，“新常态”成为热门和时尚的经济学词汇，对旅游经济的发展产 生诸多影响。从全球来看，世界经济弱复苏，经济格局重构，极大地带动了旅游 经济前进的步伐，尤其是中国游客对世界的贡献；从全国来看，中国经济发展方 式的转变和经济结构的调整，加速了旅游产业的发展，2014 年 8 月份发布的《国 务院关于促进旅游业改革发展的若干意见》，明确了旅游业转型升级的发展方向； 从河南省看，人均 GDP 逐年升高，3000-6000 美元，与河南固有的人口红利相叠 加，进入旅游需求激增释放期和升级发展期。 本以 JZ 嘉应观黄河文化旅游项目作为研究对象，通过商业计划书的形 式，运用战略管理、营销管理及财务管理相关理论知识，对项目的概况、战略选 择、目标客户及市场选择、市场及客户分析、市场定位、营销组合策略、财务预 算及分析、项目效果和收益分析及风险管理等各个环节进行分析和总体规划。 首先从 JZ 嘉应观黄河文化旅游项目的概况、战略选择、产品及产品创新等 进行简述；其次，运用五力模型对整个行业的情况及竞争环境做分析；并使用 SWOT 分析方法对 JZ 嘉应观黄河文化旅游项目优势、劣势和阶段面临的机遇、 威胁进行分析，分析结论是，项目的优势大于劣势，项目所见得机遇大于威胁。 接下来，运用 STP 营销方法对本项目进行市场细分、选定目标市场、并对本项 目的品牌、产品、功能、企业形象进行定位；再使用 4P 方法，编写项目的营销 组合策略；之后使用财务管理的相关理论，对本项目做财务分析预测；最后通过 风险评估分析，证明项目风险比较小，并写出相应的应对方法；在最后，编写了 项目的实施进度计划表。 本文的研究结果为 JZ 嘉应观黄河文化旅游项目市场前景良好，具有客观的 盈利能力。通过团队的共同努力，该项目将拥有好的前景，会获得成功。 关键词，生态旅游、营销推广、运营规划、 商业计划书EMBA 学位 作者，刘丽杰 JZ 嘉应观黄河文化旅游项目商业计划书 II ABSTRACT 2014, the new normal has become popular and fashion vocabulary in economics, a lot of influence on the development of tourism economy. Globally, the weak recovery of the world economy, the economic landscape reconstruction, the pace of progress greatly drive the tourism economy, especially the Chinese tourist's contribution to the world; Nationally, China's economic development pattern transformation and adjustment of economic structure, accelerate the development of the tourism industry, released in August 2014 the state council on promoting the several opinions of the reform and development of tourism industry, made clear the development direction of tourism industry transformation and upgrading; Look from henan province, the per capita GDP increased year by year, $3000 to $6000, with henan inherent demographic dividend, released into the tourism demand and upgrade period. This paper by JZ jia should view the agricultural eco-tourism project as the research object, through the form of a business plan, the use of strategic management, marketing management and financial management related theory knowledge, an overview of the project, strategic choice, product and product innovation, target customers and market selection, market and customer analysis, market positioning, marketing mix strategy, financial budget, and analysis, project effect and benefit analysis and risk management and so on each link analysis and overall planning. Begin from JZ jre should view the agricultural eco-tourism project overview, strategic choice, product description and product innovation; Secondly, using the five models to the whole industry situation and competitive environment for analysis; And use the SWOT analysis method to JZ should view tourism advantages, disadvantages and the phase analysis of the opportunities, threats, analysis conclusion is that the advantages outweigh the disadvantages of the project, project see more opportunities than threats. Next, use the STP marketing approach to this project to make the market segmentation, choose target market, and this project brand, product positioning, functions, corporate image; Use 4 p method again, writing project marketing mix strategy; After using the related theory of financial management, the project financial analysis forecast; Finally, through the analysis of the risk assessment project risk is small, and write the corresponding response; In the end, write the project progressEMBA 学位 作者，刘丽杰 JZ 嘉应观黄河文化旅游项目商业计划书 III schedule. This article research results for JZ jia should view the agricultural eco-tourism project market prospect is good, has the objective of profitability. Through the joint efforts of the team, the project will have good prospect, will succeed. Keywords: ecological tourism, marketing, operational planning, business planEMBA 学位 作者，刘丽杰 JZ 嘉应观黄河文化旅游项目商业计划书 IV 目录 目录...................................................................................................IV 图表目录........................................................................................ VIII 第一章 绪论.....................................................................................1 一、 研究背景和意义................................................................................1 1、研究背景..........................................................................................1 2、研究意义..........................................................................................2 二、 研究方法和思路................................................................................3 三、 的基本框架................................................................................4 第二章 项目概况...........................................................................5 一、 项目介绍..............................................................................................5 1、项目背景..........................................................................................5 2、项目的发起......................................................................................6 3、项目选址..........................................................................................6 4、项目建设规模..................................................................................8 二、 项目定位与目标................................................................................9 1、项目总体定位..................................................................................9 2、项目的发展目标............................................................................12 3、项目建设人员及管理架构............................................................14 第三章 产品介绍...........................................................................17 一、产品描述..............................................................................................17 二、项目园区规划原则..............................................................................20 三、产品理念创新......................................................................................21 四、项目园区的运营机制..........................................................................22 第四章 市场分析...........................................................................23EMBA 学位 作者，刘丽杰 JZ 嘉应观黄河文化旅游项目商业计划书 V 一、行业的历史与前景..............................................................................23 1、中国旅游业现状............................................................................23 2、河南省旅游业发展现状................................................................23 3、焦作市旅游业发展前景................................................................24 4、武陟县旅游业发展前景................................................................24 二、市场规模及增长趋势..........................................................................25 三、行业竞争对手分析..............................................................................26 1、竞争现状........................................................................................26 2、主要竞争对手对比........................................................................29 四、行业竞争五力分析..............................................................................33 1、供应商的讨价还价能力................................................................33 2、顾客的讨价还价能力....................................................................33 3、潜在竞争者进入的能力................................................................33 4、替代品的替代能力........................................................................34 5、行业竞争者现在的竞争能力........................................................34 五、SWOT 分析......................................................................................... 34 1、项目优势........................................................................................34 2、项目劣势........................................................................................35 3、项目机会........................................................................................35 4、项目威胁........................................................................................36 第五章 营销策略.........................................................................38 一、项目市场细分......................................................................................38 1、地域分析。....................................................................................38 2、客源市场偏好................................................................................38 3、人群细分........................................................................................39 二、项目目标市场......................................................................................39 三、项目的市场定位..................................................................................40 四、项目的产品策略..................................................................................40EMBA 学位 作者，刘丽杰 JZ 嘉应观黄河文化旅游项目商业计划书 VI 五、项目的价格策略..................................................................................41 六、项目的促销策略..................................................................................41 七、项目的分销策略..................................................................................43 第六章 财务规划及风险分析.......................................................45 一、 财务需求和投向................................................................................45 1、投资估算编制范围........................................................................45 2.投资估算编制依据...........................................................................45 二、融资计划..............................................................................................46 三、盈利预测..............................................................................................47 1、编制依据........................................................................................47 2、基础的数据选择............................................................................47 3、项目收入预测................................................................................47 4、项目支出预测................................................................................48 5、项目利润预测................................................................................49 6、主要经济技术指标........................................................................49 四、风险分析..............................................................................................50 1、项目的特有风险............................................................................50 2、项目的公司风险............................................................................50 4、防范风险措施................................................................................51 五、退出机制..............................................................................................51 1、股票上市........................................................................................51 2、股份回购........................................................................................52 3、股权转让........................................................................................52 第七章 项目实施计划...................................................................52 一、项目实施时间表..................................................................................52 二、关键里程碑..........................................................................................53 第八章 结论...................................................................................54EMBA 学位 作者，刘丽杰 JZ 嘉应观黄河文化旅游项目商业计划书 VII