本人通过对广州地区的小学托管教育市场的现状进行分析和研究，和未来发展趋势 的分析预测，发现小学托管辅导机构存在巨大的发展空间及利润空间，尤其在以A小学 为中心，方圆三公里内的A/B/C/D四所小学旁的托管辅导机构，师资、伙食、安全问题 尤其严重，但由于市场供不应求，家长不得不把孩子放在这些让他们担心的托管机构。 本计划书将以这四所小学为目标市场，建立品牌化、标准化、制度化、连锁化，让孩子 们吃得开心健康，也让家长放心的TF小学托管教育连锁中心。并通过不断完善最终逐步 实现多元化的发展模式。该商业计划书通过结合本人在华南理工大学MBA学过的现代管 理理论，结合自身和合伙人的机会和优势，对广州地区的小学托管辅导市场，尤其是 A/B/C/D四所小学周围进行了行业竞争力分析、市场环境分析、市场需求分析、竞争对 手分析；接着借助SWOT模型分析确定了本中心的竞争优势和市场定位，然后确定本中 心的营销策略；最后通过编制和计算相关的财务报表等分析投资评价指标，并通过政策、 人力资源、市场和财务风险分析评估之后给出了对策。本人作为一个创业路上的探索者， 希望本商业计划书除了能对自己本次创立TF托管教育连锁中心提供可行性报告外，还能 为将来的运营提供基本数据和行动指南。 针对A/B/C/D四所小学的托管辅导行业集中度低，数量众多的小型辅导机构占据绝 大部分市场。专业标准缺失使托管辅导行业内部鱼龙混杂，机构的辅导老师队伍整体水 平良莠不一，同时机构强调利益而忽视能力的进步等是目前小学托管教育行业面临的普 遍问题。因此，TF小学托管教育中心要在这个行业站稳脚跟，就必须对TF小学托管教 育中心的发展战略进行深入的思考。首先结合政策、社会、行业这样的大环境，在 介绍托管辅导机构相关理论的基础上，分析了TF小学托管教育中心发展过程中所面临的 社会因素、本行业的主要问题、行业根源问题、目标市场环境。接下来用文章用SWOT 分析法、STP市场定位和蓝海战略等管理实践型工具对项目层层剖析，战略定位为，1、 打造一个将“营造美好”的午餐、晚餐和食材的环境，让家长和孩子们觉得来TF托管教 育连锁中心吃饭是一种享受，而不是来单纯做作业的。2、把TF托管教育连锁中心定义 为解决问题，所有的美好体验都是在解决问题之后自然产生的。也就是从“不来TF托管 教育连锁中心有安全和健康的危害”的角度，让家长们意识到选择一家靠谱的托管教育 中心有多重要。 关键词，托管教育；小学；商业计划书II Abstract Through the analysis and study of the status of the primary school trusteeship education market in Guangzhou, and the analysis and prediction of the future development trend, I find that there is a huge space and profit space for the primary school trusteeship guidance institutions, especially in the A primary school as the center and the A/ B/C/D four primary schools within three km. Teachers, meals and safety problems are particularly serious, but because the market is in short supply, parents have to put their children in these trusteeship agencies that worry them. The plan will take the four primary schools as the target market, to establish a brand, standardized, institutionalized, chain, and let the children eat happy and healthy, but also let parents rest assured of the TF primary school trusteeship education chain center. And through continuous improvement, we eventually realize the diversified development mode. By combining with the modern management theory I studied at the South China University of Technology in South China University of Technology, the business plan, combining the opportunities and advantages of his own and partners, makes an analysis of the competitiveness of the primary school trusteeship market in Guangzhou, especially the four primary schools of A/B/C/D, the market environment analysis, market demand analysis, and competition. Hand analysis, then using SWOT model analysis to determine the competitive advantage and market positioning of the center, and then determine the marketing strategy of the center; finally, through the compilation and calculation of related financial statements and other analysis of investment evaluation indicators, and through the policy, human resources, market and financial risk analysis and evaluation after giving the countermeasures. As an explorer on the way to start a business, I hope that this business plan can provide basic data and action guides for future operations, in addition to providing a feasibility report for the TF managed education chain center. For A/B/C/D four primary schools, the concentration of tutoring industry is low, and a large number of small counseling institutions occupy most of the market. The lack of professional standards makes the trusteeship coaching industry intermingled, the overall level of the organization's tutor team is different, and the organization's emphasis on interest and the progress of neglecting the ability are the common problems that the primary school trusteeship education industry is facing. Therefore, if TF primary school trusteeship education center is to gain a foothold in this industry, we must think deeply about the development strategy of TF primary school trusteeship Education Center. On the basis of introducing the related theories of the trusteeship guidance institution, the paper analyzes the social factors,III the main problems of the industry, the problem of the industry root and the target market environment in the course of the development of the TF primary school trusteeship Education Center, based on the big environment such as the policy, the society and the industry. Then use the SWOT analysis, STP market positioning and blue sea strategy and other management practical tools to analyze the project. The strategy is: 1, to create a beautiful lunch, dinner and food environment, let parents and children feel that the TF hosting education chain center to eat is a kind of enjoyment, not a kind of enjoyment. To do the homework simply. 2, define the TF trusteeship education chain center as a solution to the problem. All the beautiful experiences are naturally generated after solving the problem. From the point of the safety and health hazards of not coming to the TF hosting education chain center, parents are aware of how important it is to choose a trusted Education Center. Key Words:Trusteeship Education;Primary School;Business PlanIV 目 录 摘要.....................................................................................................................................I Abstract................................................................................................................................. II 第一章 绪论..........................................................................................................................1 1.1 研究背景......................................................................................................................2 1.2 政策支持......................................................................................................................2 1.3 市场前景......................................................................................................................3 1.4 教育需求......................................................................................................................3 1.5 研究内容及方法 ..........................................................................................................4 1.5.1 研究内容 ...............................................................................................................4 1.5.2 研究方法 ...............................................................................................................4 1.6 本章小结......................................................................................................................5 第二章 市场及内外部环境分析...........................................................................................6 2.1 社会因素分析 ..............................................................................................................6 2.1.1 社会角度分析 .......................................................................................................6 2.1.2 小学生以及家庭角度分析 ....................................................................................7 2.1.3 托管辅导机构角度分析 ........................................................................................8 2.2 行业主要问题分析 ......................................................................................................9 2.2.1 行业在实践中的问题............................................................................................9 2.2.2 行业根源问题分析..............................................................................................10 2.3 目标市场环境分析 ....................................................................................................11 2.3.1 目标市场需求分析..............................................................................................11 2.3.2 目标市场竞争对手分析 ......................................................................................12 2.4 SWOT 分析 ................................................................................................................13 2.4.1 优势分析 .............................................................................................................13 2.4.2 劣势分析 .............................................................................................................13 2.4.3 机会分析 .............................................................................................................13 2.4.4 威胁分析 .............................................................................................................14 2.5 本章小结....................................................................................................................14V 第三章 项目定位及营销策略.............................................................................................15 3.1 项目介绍....................................................................................................................15 3.1.1 项目使命 .............................................................................................................15 3.1.2 组织文化 .............................................................................................................15 3.1.3 项目的选址 .........................................................................................................15 3.1.4 项目的核心竞争力..............................................................................................16 3.2 STP 市场定位.............................................................................................................16 3.2.1 市场细分 .............................................................................................................16 3.2.2 目标市场 .............................................................................................................17 3.2.3 市场定位 .............................................................................................................17 3.3 蓝海战略....................................................................................................................18 3.3.1 删除.....................................................................................................................18 3.3.2 提升.....................................................................................................................18 3.3.3 削减.....................................................................................................................19 3.3.4 创造.....................................................................................................................19 3.4 营销模式....................................................................................................................19 3.4.1 体验式营销 .........................................................................................................19 3.4.2 服务营销 .............................................................................................................20 3.4.3 差异性市场营销..................................................................................................21 3.4.4 价格营销 .............................................................................................................22 3.5 营销措施....................................................................................................................23 3.6 本章小结....................................................................................................................23 第四章 项目的组织及运营模式.........................................................................................24 4.1 股东及股权结构 ........................................................................................................24 4.1.1 股东.....................................................................................................................24 4.1.2 股东职责 .............................................................................................................24 4.1.3 股权结构 .............................................................................................................24 4.2 组织架构和部门职责.................................................................................................25 4.2.1 组织架构 .............................................................................................................25 4.2.2 部门职责 .............................................................................................................25VI 4.3 人力资源规划 ............................................................................................................26 4.3.1 招聘计划 .............................................................................................................26 4.3.2 绩效考核 .............................................................................................................26 4.3.3 激励机制 .............................................................................................................27 4.4 战略规划....................................................................................................................27 4.5 发展目标....................................................................................................................28 4.6 本章小结....................................................................................................................30 第五章 财务分析................................................................................................................30 5.1 初始资金使用分析 ....................................................................................................30 5.2 项目效益分析 ............................................................................................................31 5.2.1 收入预测 .............................................................................................................31 5.2.2 成本预测 .............................................................................................................31 5.2.3 利润预测 .............................................................................................................33 5.2.4 财务评价 .............................................................................................................33 5.3 财务可行性分析 ........................................................................................................33 5.4 本章小结....................................................................................................................33 第六章 风险及其控制 ........................................................................................................35 6.1 政策风险及其控制 ....................................................................................................35 6.1.1 政策风险 .............................................................................................................35 6.1.2 对政策风险的控制..............................................................................................35 6.2 人力资源风险及其控制.............................................................................................36 6.2.1 人力资源风险 .....................................................................................................36 6.2.2 对人力资源风险的控制 ......................................................................................37 6.3 市场风险及其控制 ....................................................................................................38 6.3.1 市场风险 .............................................................................................................38 6.3.2 对市场风险的控制..............................................................................................38 6.4 财务风险及其控制 ....................................................................................................40 6.4.1 财务风险 .............................................................................................................40 6.4.2 对财务风险的控制..............................................................................................40 6.5 本章小结....................................................................................................................40VII 结 论...................................................................................................................................40