随着中国经济的快速发展，城市化进程的持续推进，越来越多的外来人口进入城市。 消费升级，生活压力加大，双职工家庭增多，家长无暇照顾小孩，而隔代教育越来越不 能满足当代家长的需求，使得城市课后教育托管市场有着非常大的需求和发展潜力。为 了验证在深圳市福田区荔园百花片区创办一家小学生教育托管机构——MT 教育托管中 心（以下简称 MT 教育）的可行性，所以选择了该研究题目。 本文理论结合实际，通过对教育托管市场的宏观分析与行业竞争分析，再对照研究 美国、法国、加拿大等发达国家教育托管行业的发展模式，参考各种市场进入模式和经 验，希望能够为 MT 教育进入荔园百花教育托管市场寻求好的方案，并希望通过一系列 的研究和分析确定 MT 教育的进入战略和进入模式、目标市场、市场营销方案、以及项 目盈利能力预测等问题。 首先界定了相关定义，明确本计划书所研究的教育托管是指以学生为托管对象 的专业服务，接着对国内外教育托管行业市场状况及发展模式进行了研究，确定了 MT 教育集托管、培训与素质培养为一体的教育实体的定位。通过开展外部环境分析与需求 调研分析，确定了经济发展，购买力提升，名校集聚使得该片区教育托管市场需求及发 展潜力巨大，当下行业政策相对宽松，市场竞争自由的环境是MT教育进入的最好时机。 运用波特五力竞争模型开展行业竞争分析结合 MT 教育 SWOT 分析结果，明确了 MT 教育的优势在于活动丰富的一站式教育托管项目内容和高品质的服务，劣势在于较高的 成本及可能面临的低价竞争，因此最终采用产品差异化战略。应用 4P 营销理论制定了 MT 教育的营销方案，规划了托管、培训及素质养成一站式服务运营模式，以期将 MT 教育发展成深耕名校周边的直营连锁教育品牌。最后做了相关财务分析、盈利能力预测 和项目风险分析，计算出项目内部收益率为 60%，风险可防可控，是一个可实施的项目。 通过研究分析，MT 教育进入深圳市荔园百花片区教育托管市场的商业计划，各财 务指标盈利性良好且各项风险可防可控，方案具备可行性。同时，随着教育托管市场的 不断发展，进入教育托管行业将有可能是更多创业者的选择，希望本的研究方法和 发现，在确定教育托管机构的进入模式、市场分析和确定服务项目等方面可以为其他创 业者带来启发和参考。 关键词，小学生；教育托管；商业计划书II ABSTRACT With the rapid development of China's economy and the continuous advancement of urbanization, more and more migrants have entered the city.Consumption upgrades, increased pressure on life, increased number of dual-employee families, parents have no time to take care of children, and intergenerational education is increasingly unable to meet the needs of contemporary parents, making the city after-school education custody market has a very large demand and development potential.In order to verify the feasibility of establishing a primary school education custody institution, the Wheat Field Education Trusteeship Center (hereinafter referred to as wheat field education), in the Baihua District of Fuyuan District, Shenzhen, the research topic was selected. This paper combines theory with practice, through macro analysis and industry competition analysis of education custody market, and then compares the development model of education custody industry in developed countries such as the United States, France, Canada, etc., with reference to various market entry modes and experiences, hoping to educate wheat fields. Entering the Liyuan Baihua Education Trusteeship Market to seek a good solution, and hope to determine the entry strategy and entry mode of the wheat field education, the target market, the marketing plan, and the project profitability prediction through a series of research and analysis. The paper first defines the relevant definitions, clarifies that the education custody studied in this plan refers to the professional services with students as the custody objects, and then studies the market conditions and development models of the education custody industry at home and abroad, and determines the custody of wheat field education. The orientation of the educational entity that integrates training and quality training.Through the analysis of external environmental analysis and demand research, the economic development, purchasing power improvement, and the concentration of elite schools have made the demand and development potential of the education custody market in this area huge. The current industry policy is relatively loose, and the market competition is the best. opportunity.Using the Porter's five-force competition model to conduct industry competition analysis and wheat field education swot analysis results, it is clear that the advantage of wheat field education lies in the activity-rich one-stop education custody project content and high-quality service. The disadvantage lies in higher cost and possible facing The low price competition, so the final product differentiation strategy.Applying 4p marketing theory to formulate the marketing plan for wheat field education, planning a one-stop service operation mode of custody, training andIII quality development, in order to develop wheat field education into a direct chain brand around the famous universities.Finally, relevant financial analysis, profitability forecast and project risk analysis were made. The project's internal rate of return was calculated to be 60%, and the risk was preventable and controllable. It was an implementable project. Through research and analysis, the wheat field education entered the business plan of the education custody market in the Baihua District of Shenzhen City. The financial indicators are profitable and the risks are preventable and controllable. The plan is feasible.At the same time, with the continuous development of the education custody market, entering the education custody industry will probably be the choice of more entrepreneurs. I hope that the research methods and findings of this paper will determine the entry mode, market analysis and service provision of the education custody institution. Other aspects can bring inspiration and reference to other entrepreneurs. Key words: primary school students/education custody/business planIV 目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单.................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 研究背景和意义 ............................................................................................................. 1 1.2 文献综述 ......................................................................................................................... 1 1.2.1 教育托管的定义....................................................................................................... 2 1.2.2 国内外教育托管行业市场状况及发展模式........................................................... 2 1.2.3 我国未来教育托管行业的发展趋势....................................................................... 6 1.2.4 教育托管行业进入的关键因素............................................................................... 9 1.3 研究目标及内容 ........................................................................................................... 10 1.4 研究方法及框架 ................................................................................................... 11 第二章 项目概况介绍............................................................................................................12 2.1 MT 教育的创建背景及理念 ......................................................................................... 12 2.2 项目定位及业务特点 ................................................................................................... 14 2.3 项目位置及未来发展考虑 ........................................................................................... 15 2.4 本章小结 ....................................................................................................................... 17 第三章 外部经营环境分析与市场需求分析........................................................................18 3.1 项目的宏观环境分析（PESTLE） ............................................................................. 18 3.1.1 政府规制因素分析................................................................................................. 18 3.1.2 经济因素分析......................................................................................................... 19 3.1.3 社会文化因素分析................................................................................................. 20 3.1.4 法律因素分析......................................................................................................... 20 3.2 教育托管行业及竞争分析 ........................................................................................... 21 3.2.1 项目的行业环境分析............................................................................................. 21 3.2.2 主要竞争对手分析................................................................................................. 22 3.3 市场需求分析 ............................................................................................................... 23 3.3.1 市场需求调查分析................................................................................................. 24V 3.3.2 市场趋势和规模增长分析..................................................................................... 29 3.4 本章小结 ....................................................................................................................... 30 第四章 教育托管中心 SWOT 分析.......................................................................................31 4.1 优势和劣势分析 ........................................................................................................... 31 4.2 机会和威胁分析 ........................................................................................................... 32 4.3 SWOT 矩阵分析 ............................................................................................................ 33 4.3 竞争战略 ....................................................................................................................... 35 4.4 本章小结 ....................................................................................................................... 35 第五章 目标市场及营销策略................................................................................................37 5.1 确定目标市场 ............................................................................................................... 37 5.1.1 目标市场选择......................................................................................................... 37 5.1.2 目标市场分析......................................................................................................... 37 5.2 市场营销策略 ............................................................................................................... 38 5.2.1 产品策略................................................................................................................. 38 5.2.2 定价策略................................................................................................................. 39 5.2.3 渠道策略................................................................................................................. 40 5.2.4 促销策略................................................................................................................. 41 5.3 本章小结 ....................................................................................................................... 41 第六章 项目运营管理设计....................................................................................................43 6.1 教育托管服务项目 ....................................................................................................... 43 6.2 项目组织架构 ............................................................................................................... 44 6.3 人员规划及工作职责 ................................................................................................... 45 6.4 薪酬激励 ....................................................................................................................... 46 6.4.1 激励原则................................................................................................................. 46 6.4.2 激励方案................................................................................................................. 47 6.5 合规管理保障 ............................................................................................................... 48 6.6 本章小结 ....................................................................................................................... 50 第七章 项目财务分析............................................................................................................51 7.1 项目投融资计划 ........................................................................................................... 51 7.2 项目成本和收益率分析 ............................................................................................... 53VI 7.2.1 销售预测................................................................................................................. 55 7.2.2 成本预测................................................................................................................. 55 7.2.3 利润表..................................................................................................................... 58 7.3 项目投资收益分析 ....................................................................................................... 58 7.3.1 主营业务净利润率................................................................................................. 58 7.3.2 内部收益率............................................................................................................. 59 7.4 财务敏感性分析 ........................................................................................................... 59 7.5 本章小结 ....................................................................................................................... 60 第八章 项目风险管理............................................................................................................62 8.1 政策法规风险分析与对策 ........................................................................................... 62 8.2 市场风险分析与对策 ................................................................................................... 63 8.3 管理风险分析与对策 ................................................................................................... 63 8.4 财务风险分析与对策 ................................................................................................... 64 8.5 本章小结 ....................................................................................................................... 64 结 论......................................................................................................................................65