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2020年M迷你高尔夫休闲运动馆商业计划书DOC

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本商业计划书是关于经营迷你高尔夫休闲运动馆的项目,主要研究在当今国内 休闲运动馆市场。M 公司通过市场可行性分析、目标市场和战略定位分析以及商业模式 创新、运营和组织方案介绍,最后通过财务分析和风控方案分析,力求为 M 公司创立 提供客观依据和具体方案。首先文中第一章和第二章对 M 迷你高尔夫休闲运动馆创业 环境和创业团队初步介绍。第三章采用 PEST 分析方法,从宏观和微观环境对项目进行 了分析。并对行业竞争结构采用迈克尔.波特的五力分析模型进行详细分析。第四章对项 目进行多维度 SWOT 分析,确定项目的定位,M 迷你高尔夫休闲运动馆立志于为目标 客户在当今城市快节奏生活下,通过时尚、新颖的主题性迷你高尔夫休闲运动馆,利于 目标客户休闲、运动、聊天消磨时光,休闲运动馆以优质的产品和服务培养消费者忠诚 度。第五章首先对项目组织架构、人力资源管理和 M 迷你高尔夫休闲运动馆的运营方 案进行介绍,然后对于 M 迷你高尔夫休闲运动馆营销策略采用 4P 理论进行整体、细致 分析,最后就 M 迷你高尔夫休闲运动馆项目整体实施计划进行具体交代。 最后,本文第六章对 M 迷你高尔夫休闲运动馆项目的财务状况和风险控制方案做 具体阐述。首先对于股东投资方案和融资方案进行具体交代,然后从财务分析和风险控 制角度,对项目近 6 年运营净现金流做出预测,得出项目的回收期、NPV、IRR 等财务 指标,通过财务指标进一步验证商业计划书可行性。同时,针对酒店投资和运营可能涉 及的风险因素,提出针对性应对政策。 综合以上各种因素进行具体分析、验证,该项目可行,值得投资。 关键词,迷你高尔夫;休闲运动;商业计划书II Abstract The business plan is a project about the investment of the Mini Golf sports hall, which study the domestic market of sports hall. M company through market feasibility analysis, target market and strategic positioning analysis and business model innovation, operation and organization program introduction, and finally through financial analysis and risk control program analysis, and strive to provide specific plans for M company. First of all,the first chapter and the second chapter of the paper that introduce the environment and entrepreneurship team. The third chapter analyzes the macro and micro environment of the project and uses the PEST analysis method. And use the five force analysis model of Michael Potter to analyze the competition structure of the industry in detail. The fourth chapter use the SWOT method to analyze the project, determine the marketing location of the project, M hall provide the fashion and novel hall for the target customers chatting、spending time and playing in today's fast-paced city life, which can build customer loyalty. The fifth chapter introduce the organization structure, human resource management and operation management of M hall project. And it analyzes the marketing strategy by 4P theory in detail, finally introduce the overall project implementation plan of the M hall project. Finally, the sixths chapter introduces the financial situation and risk control of the M hall project. Firstly, introduce the shareholders' investment plan and financing plan, and then predict the project the net operating cash flow for nearly 6 years from the financial and risk control, which concluded that the project payback period, NPV, IRR and other financial indicators, which use these financial indicators to check further possibility of business plan. At the same time, it introduces the policy for the possible risk of finance and operation. From the above comprehensive analysis and verification, the project is possible and worthy of investment. Key words: Mini Golf; sport; business planIII 目 录 摘要...........................................................................................................................................I ABSTRACT ...............................................................................................................................II 第一章 绪论..............................................................................................................................1 1.1 项目背景与研究意义 ..................................................................................................... 1 1.1.1 项目背景.................................................................................................................. 1 1.1.2 研究意义.................................................................................................................. 1 1.2 文献综述 ......................................................................................................................... 2 1.2.1 商业计划书文献综述.............................................................................................. 2 1.2.2 战略管理方面.......................................................................................................... 2 1.2.3 营销管理方面.......................................................................................................... 3 1.2.4 财务分析方面.......................................................................................................... 3 1.3 研究内容与方法 ............................................................................................................. 3 1.3.1 研究内容.................................................................................................................. 3 1.3.2 研究方法.................................................................................................................. 4 1.3.3 结构.................................................................................................................. 4 第二章 M 公司创业项目概况.................................................................................................5 2.1 M 迷你高尔夫休闲运动馆创业背景.............................................................................. 5 2.2 M 迷你高尔夫休闲运动馆创业方案简介...................................................................... 5 2.3 M 公司的股东和管理团队.............................................................................................. 6 2.3.1 M 公司的高层管理团队特征 .................................................................................. 7 2.4 M 公司创业可运用的资源与能力分析.......................................................................... 7 2.4.1 企业可运用的资源.................................................................................................. 7 2.4.2 企业能力.................................................................................................................. 8 第三章 市场可行性分析........................................................................................................10 3.1 外部宏观环境分析 ....................................................................................................... 10 3.1.1 政治(Political)................................................................................................... 10 3.1.2 经济(Economic)................................................................................................ 11 3.1.3 社会(Social)...................................................................................................... 12IV 3.1.4 技术(Technology)............................................................................................. 13 3.2 迷你高尔夫休闲运动馆行业环境分析 ....................................................................... 13 3.2.1 国内休闲运动馆行业发展现状............................................................................ 13 3.2.2 广州休闲运动馆行业发展现状............................................................................ 14 3.2.3 迷你高尔夫休闲运动行业竞争结构分析............................................................ 14 3.3 市场环境分析 ............................................................................................................... 17 3.3.1 国内消费者行为探讨............................................................................................ 17 3.3.2 广州消费者行为探讨............................................................................................ 19 3.3.3 休闲运动馆市场细分分析.................................................................................... 23 3.4 休闲运动馆市场竞争的关键因素分析 ....................................................................... 25 3.5 本章小结 ....................................................................................................................... 26 第四章 项目的战略定位与商业模式....................................................................................27 4.1 SWOT 分析.................................................................................................................... 27 4.2 公司的愿景与目标 ....................................................................................................... 28 4.3 目标市场与定位 ........................................................................................................... 29 4.3.1 目标市场描述........................................................................................................ 29 4.3.2 目标市场规模预测................................................................................................ 30 4.3.3 项目市场定位........................................................................................................ 30 4.4 商业模型主要价值链设计 ........................................................................................... 31 4.5 本章小结 ....................................................................................................................... 33 第五章 运营管理....................................................................................................................34 5.1 组织架构 ....................................................................................................................... 34 5.2 运营管理-业务流程设计方案及管理方案 .................................................................. 34 5.3 人力资源管理 ............................................................................................................... 35 5.4 4P 营销策略................................................................................................................... 36 5.4.1 产品(Product) ................................................................................................... 37 5.4.2 价格(Price)........................................................................................................ 37 5.4.3 渠道(Place) ....................................................................................................... 38 5.4.4 促销(Promotion) ............................................................................................... 39 5.5 项目的筹备和实施 ....................................................................................................... 39V 5.5.1 筹备组织设计........................................................................................................ 39 5.5.2 实施流程主要里程碑事件及进度追踪................................................................ 39 5.6 本章小结 ....................................................................................................................... 40 第六章 财务管理与风险控制方案........................................................................................41 6.1 资金计划 ....................................................................................................................... 41 6.1.1 资金筹集和融资方案............................................................................................ 41 6.1.2 资金使用计划........................................................................................................ 42 6.2 财务分析 ....................................................................................................................... 42 6.2.1 经营收入预测........................................................................................................ 43 6.2.2 成本费用预测........................................................................................................ 43 6.2.3 固定资产预测........................................................................................................ 43 6.3 财务指标分析 ............................................................................................................... 44 6.3.1 基本盈利能力指标................................................................................................ 44 6.3.2 投资回收期............................................................................................................ 45 6.3.3 投资净现值(NPV)............................................................................................ 46 6.3.4 内部回报率(IRR) ............................................................................................. 46 6.4 风险与控制 ................................................................................................................... 47 6.4.1 市场风险及对策.................................................................................................... 47 6.4.2 财务风险及对策.................................................................................................... 47 6.5 本章小结 ....................................................................................................................... 48 结 论........................................................................................................................................49