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2020年雅拉香波景区开发项目商业计划书DOC

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在经济全球化的背景下,我国旅游业的发展突飞猛进,旅游景区成为了投资的热点, 四川作为旅游大省,政府鼓励开发生态景区,而拥有非常丰富自然生态旅游资源的四川 省乾宁县也越来越受到人们的关注。新加坡 XX 旅游投资开发公司拟按亚丁景区开发经 营模式与乾宁县政府共同开发乾宁县雅拉香波景区。 本项目商业计划书正是在这一背景下进行的。本人通过参与雅拉香波景区开发项目 可行性分析论证小组,利用所学的工商企业管理相关理论,对乾宁县旅游发展现状及雅 拉香波景区开发项目进行了详细、充分的调研、分析,提出了打造川西重要的自然生态 和专项旅游目的地的战略规划。 文章分六部分,从国内外研究现状、报告的实用价值出发,介绍了选题的背景和意 义;从乾宁县目前旅游发展的情况、旅游资源分布及特点、项目的内外部环境、市场需 求、主要竞争对手状况等对整个项目进行了战略分析;从项目的特点、市场细分、从项 目的特点、市场细分、目标市场的确定、目标市场的顾客需求分析提出了项目定位及开 发项目规划方案,并制定出相应的营销方案。并从财务角度分析该项目的经济效益,对 项目开发总投入的估算、 销售收入和赢利能力等角度进行了大量的财务分析,同时提 出了可能发生的风险,给出了风险回避的措施。最后,对整个项目进行综合评价,得出 本项目投资具有可行性的结论。 关键词,乾宁县;雅拉香波;开发;商业计划书Abstract II Abstract Under the background of economic globalization, China’s tourism industry has been developed rapidly, and tourist scenic spots become the hot point of investment. The Qianning Country of Sichuan province has gradually caught more and more attention because of his rich natural ecological tourist resources. Singapore XXX Traveling Development Limited Company planned to cooperate with the Qianning Country government to develop the Zhara Scenic Spot in the developing and operating model of Yading. Leaning on the macro background, the researches of this project are finished. Throughout of the attendance of the feasibility analysis porving group of Zhara Scenic Spot trvaeling project, taking advantage of the related theories of business & enterprises administration, the author, after investing and analyzing the current status of Qianning country & Zhara Scenic Spot, makes a proper strategic aim for the localization of making an important natural ecology and special interest tourism destination of western Sichuan. The business plan is divided into six parts. At first from the situation at home and abroad, put forward the thesis of practical value, on the background and significance of the topic. And then from the current development of Qianning and the tourism resources in features shows that the project's background, the structure and business model. From the external environment, the market demand, industry structure, key competitors, etc., combining SWOT analysis, analysised the entire project for a business opportunity. And then identify the target market, the target market of the customers, and the marketing plan. This plan provides cash projections, income statement, risk evaluation and exit plan. Finally, with all the data and analysis, this plan comes to a conclusion that this is a profitable project. Key words ,Qianning Country;ZHARA;Development;Business planIII 目 录 摘要 .........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表清单 .................................................................................................................................VII 第一章 绪 论 .......................................................................................................................... 1 1.1 选题背景及意义 ............................................................................................................. 1 1.2 文献综述 ......................................................................................................................... 7 1.2.1 有关商业计划书的文献综述 .................................................................................. 7 1.2.2 国内外旅游景区开发研究综述 .............................................................................. 7 1.2.3 有关管理理论的文献综述 ....................................................................................................... 7 1.3 研究方法及内容 ............................................................................................................. 2 1.3.1 主要研究方法 .......................................................................................................... 2 1.3.2 研究内容 .................................................................................................................. 3 第二章 项目背景 ...................................................................................................................... 9 2.1 乾宁县旅游发展的情况介绍 .......................................................................................... 9 2.1.1 地理区位与社会经济条件 ...................................................................................... 9 2.1.2 乾宁县旅游资源分类与评价 ................................................................................ 13 2.1.3 乾宁县旅游业发展现状和存在问题 .................................................................... 20 2.1.4 乾宁县旅游发展面临的挑战 ................................................................................ 21 2.1.5 乾宁县旅游发展的战略分析 ................................................................................ 22 2.2 雅拉香波景区开发的商业机会分析 ........................................................................... 25 2.2.1 市场的外部环境 ..................................................................................................... 25 2.2.2 主要竞争对手分析 ................................................................................................. 29 2.3 目标市场的确定 ........................................................................................................... 30 2.3.1 雅拉香波景区旅游客源条件分析 ......................................................................... 31 2.3.2 雅拉香波景区目标市场的确定 ............................................................................. 34 2.4 目标市场的顾客需求分析 ........................................................................................... 34 2.5 本章小结 ....................................................................................................................... 34IV 第三章 项目规划设计方案 .................................................................................................... 36 3.1 规划设计原则 ............................................................................................................... 36 3.2 规划发展目标 ............................................................................................................... 37 3.2.1 雅拉香波景区定位 ................................................................................................. 37 3.2.2 雅拉香波景区规划 ................................................................................................. 37 3.2.3 雅拉香波景区客源市场规模预测 ......................................................................... 38 3.2.4 销售收入预测 ........................................................................................................ 38 3.3 功能分区 ....................................................................................................................... 38 3.4 开发建设意见 ............................................................................................................... 40 3.5 景区旅游活动的项目安排 ........................................................................................... 45 3.6 旅游景区的交通组织 ................................................................................................... 48 3.6.1 指导思想及原则 ..................................................................................................... 48 3.6.2 交通设施建设规划 ................................................................................................. 48 3.7 旅游景区游客流动线路安排 ....................................................................................... 48 3.8 旅游景区接待服务设施规划 ....................................................................................... 49 3.9 本章小结 ....................................................................................................................... 50 第四章 公司组织和人力资源 ................................................................................................ 51 4.1 公司基本情况与公司文化 ........................................................................................... 51 4.1.1 公司基本情况 ......................................................................................................... 51 4.1.2 公司企业文化 ......................................................................................................... 51 4.2 公司现状和发展规划 ................................................................................................... 51 4.2.1 公司现状 ................................................................................................................. 51 4.2.2 公司的发展规划 ..................................................................................................... 52 4.3 公司发展战略 ............................................................................................................... 52 4.3.1 公司的战略目标 ..................................................................................................... 52 4.3.2 公司战略的实现 ..................................................................................................... 52 4.4 公司治理结构 ............................................................................................................... 53 4.4.1 股东会 ..................................................................................................................... 53 4.4.2 董事会 ..................................................................................................................... 53V 4.4.3 监事会 ..................................................................................................................... 53 4.4.4 高层经理人员 ......................................................................................................... 53 4.5 公司组织机构设置 ....................................................................................................... 54 4.5.1 组织机构的构成 ..................................................................................................... 54 4.5.2 组织架构图 ............................................................................................................. 54 4.6 人力资源管理 ............................................................................................................... 55 4.6.1 人力资源配置 ......................................................................................................... 55 4.6.2 人员的招聘和使用 ................................................................................................. 56 4.6.3 培训开发与激励 ..................................................................................................... 56 4.6.4 绩效考核 ................................................................................................................. 57 4.7 本章小结 ....................................................................................................................... 57 第五章 项目营销方案和销售收入预测 ................................................................................ 58 5.1 雅拉香波景区营销战略 ............................................................................................... 58 5.1.1 雅拉香波景区的客源市场环境分析 ..................................................................... 58 5.1.2 雅拉香波景区的主要营销战略 ............................................................................. 58 5.2 雅拉香波景区的产品策略 ........................................................................................... 59 5.3 雅拉香波景区的定价策略 ........................................................................................... 59 5.3.1 销售渠道策略 ........................................................................................................ 61 5.3.2 客源市场促销策略 ................................................................................................ 63 5.3.3 宣传促销费用预算 ................................................................................................. 65 5.4 本章小结 ....................................................................................................................... 66 第六章 项目经济效益分析 .................................................................................................... 67 6.1 投资估算 ....................................................................................................................... 67 6.1.1 项目建设投资 ......................................................................................................... 67 6.1.2 公司营运所需资金 ................................................................................................. 69 6.1.3 总投资及构成 ......................................................................................................... 69 6.2 盈利能力分析 ............................................................................................................... 70 6.2.1 成本费用预测 ........................................................................................................ 70 6.2.2 损益表与静态盈利分析 ........................................................................................ 71VI 6.2.3 现金流量表与动态盈利分析 ................................................................................. 72 6.2.4 资产负债表及相关分析 ........................................................................................ 73 6.2.5 资金来源和运用表与项目资金平衡能力分析 .................................................... 74 6.3 项目风险及对策 ........................................................................................................... 75 6.3.1 项目风险分析 ......................................................................................................... 75 6.3.2 风险防范对策 ......................................................................................................... 77 6.3.3 具体措施 ................................................................................................................. 78 6.4 本章小结 ....................................................................................................................... 78 结 论 ........................................................................................................................................ 79