I 摘要 大学生一直以来对旅行充满了高度的向往。但因其消费能力较差，并未得到 市场注重，因此旅游市场缺乏针对大学生的旅游产品。近年来随着中国经济和人 们收入的平稳增长，大学生消费能力得到了很大程度的提升。而且高等教育的普 及也使大学生基数越来越大。根据调查，大学生更喜欢参与式、具有创意的旅游， 在旅行过程中更加偏好交互式的体验过程。本文以成都大学生创意体验旅行作为 研究方向，以商业计划书的形式呈现研究成果。 本文首先在绪论部分阐述了创业背景、项目介绍、研究意义、项目发展规划 以及相关的文献综述。接着从宏观环境、行业环境、以及内部环境三个方面对整 体创业环境进行了分析。在分析过程中得出该项目面临的外部机会与威胁，还有 企业自身的优势和劣势。并通过 SWOT 分析确定了企业经营战略以及企业业务 层战略。在此基础上，运用 STP 分析，对该项目进行市场细分并选择出目标市 场，最后基于市场需求以及用户特征确定该项目的市场定位为“专属大学生的创 意体验旅游”。然后再运用 4P 理论，从产品策略、价格策略、渠道策略以及促销 策略四个方面阐述了该项目的营销策略。随后从企业组织框架、部门职能、企业 薪酬管理、公司股权分配、融资策略、公司运营方案等方面对企业的运营管理做 了介绍。在上述分析的基础上，对该项目未来 5 年财务数据进行综合预测，同时 还从高于行业增速标准、符合行业增速标准、低于行业增速标准三个维度对投资 回收期、投资回报率、内部收益率等财务指标进行了评估。最后从政策、经营、 人员、财务、战略、市场等六个方面对该项目进行了风险评估，提出了相应的解 决策略。 通过对该项目综合分析和评估，验证了该项目将是一个可执行且值得投资的 项目，同时对大学生旅游行业的发展有一定的借鉴意义。 关键词，商业策划书，大学生，创意旅行，创业ABSTRACT II ABSTRACT The college students have always been full of high desire to travel. However, because of its poor consumption capacity, the market has not been paid attention to, so the lack of tourism products for university students. With the steady growth of China's economy and people's income, the consumption ability of college students has been greatly improved in recent years. And the popularization of higher education also makes the college student base bigger and bigger. According to the survey, college students prefer to participate in the trial, creative travel, in the travel process more interactive experience. This paper takes the creative travel of Chengdu college students as the research direction and presents the research results in the form of business plan. In the introduction, this paper first expounds the background, project introduction, research significance, project development planning and related literature review. Then from the macro environment, the industry environment, and the internal environment to the overall entrepreneurial environment analysis. In the process of analysis it is concluded that the project faces external opportunities and threats, as well as the advantages and disadvantages of the enterprise itself. Through SWOT analysis, the enterprise management strategy and the enterprise business level strategy were determined. Based on STP analysis, this project is segmented and the target market is selected. Finally, based on the market demand and user characteristics, the market of this project is defined as exclusive college students 'creative experience tourism. Then, using the 4P theory, this paper expounds the marketing strategy of the project from four aspects: product strategy, price strategy, channel strategy and promotion strategy. Then it introduces the operation and management of the enterprise from the aspects of organizational framework, department function, enterprise salary management, company equity distribution, financing strategy and company service plan. On the basis of the above analysis, the financial data of the project for the next five years are comprehensively predicted, and financial indicators such as payback period, return on investment and internal rate of return are evaluated from three dimensions: higher than industry growth standard, higher than industry growth standard and lower than industry growth standard. At last, the risk assessment of the project is carried out from six aspects: policy, management, personnel, finance, strategy and market.ABSTRACT III Through the comprehensive analysis and evaluation of the project, it is proved that the project will be an executable and worthy of investment, and it has some reference to the development of the tourism industry of college students. Keywords: Business planning books, college students, creative travel, entrepreneurship目 录 IV 目 录 第一章 绪论..........................................................................................................1 1.1 创业背景.................................................................................................1 1.2 项目介绍.................................................................................................2 1.2.1 公司介绍......................................................................................2 1.2.2 团队介绍......................................................................................2 1.2.3 项目概况......................................................................................3 1.3 研究意义.................................................................................................4 1.4 文献综述.................................................................................................4 1.4.1 商业策划书相关理论..................................................................4 1.4.2 大学生旅游有关研究..................................................................5 1.4.3 国内外创意旅游的相关研究......................................................5 1.5 研究内容及报告框架.............................................................................7 1.5.1 研究对象......................................................................................7 1.5.2 研究内容......................................................................................8 1.5.3 研究方法......................................................................................8 1.5.4 研究技术路线..............................................................................9 1.6 本章总结...............................................................................................11 第二章 创业环境分析........................................................................................12 2.1 宏观环境分析.......................................................................................12 2.1.1 政策环境....................................................................................12 2.1.2 经济环境....................................................................................14 2.1.3 社会文化方面............................................................................17 2.1.4 资源、技术环境........................................................................18 2.2 成都大学生旅游行业分析....................................................................20 2.2.1 成都大学生旅游行业现状分析................................................20 2.2.2 行业竞争波特五力分析............................................................24 2.3 内部环境分析.......................................................................................31 2.3.1 资源.............................................................................................31 2.3.2 能力............................................................................................34 2.3.3 核心竞争力................................................................................35 2.4 SWOT 分析...........................................................................................36目 录 V 2.4.1 SWOT 矩阵................................................................................36 2.4.2 战略的选择................................................................................38 2.5 本章总结................................................................................................39 第三章 营销策略................................................................................................40 3.1 Stp 分析.................................................................................................40 3.1.1 细分市场....................................................................................40 3.1.2 目标市场....................................................................................41 3.1.3 市场定位....................................................................................41 3.2 4p 组合...................................................................................................43 3.2.1 产品策略....................................................................................44 3.2.2 价格策略....................................................................................47 3.2.3 渠道策略....................................................................................48 3.2.4 促销渠道....................................................................................50 3.3 本章总结...............................................................................................52 第四章 运营管理................................................................................................53 4.1 组织架构................................................................................................53 4.2 主管人员以及部门职责........................................................................53 4.2.1 主管人员职责............................................................................53 4.2.2 部门职责....................................................................................54 4.3 薪酬管理...............................................................................................55 4.4 股权分配及融资策略...........................................................................56 4.5 公司运营方案.......................................................................................57 4.5.1 公司服务标准............................................................................57 4.5.2 人员招募标准............................................................................57 4.5.3 员工培训体系............................................................................58 4.5.4 客户服务管理............................................................................58 4.5.5 导游服务要求及选拔................................................................59 4.5.6 当地讲解员的选拔....................................................................60 4.5.7 供应商管理................................................................................60 4.5.8 运营保障措施............................................................................61 4.6 本章总结...............................................................................................62 第五章 财务分析与预测....................................................................................63 5.1 资金计划...............................................................................................63 5.1.1 资金投入及资金来源................................................................63目 录 VI 5.1.2 启动资金使用计划....................................................................63 5.1.3 退出方式....................................................................................64 5.2 财务分析...............................................................................................64 5.2.1 财务数据的假设及说明............................................................64 5.2.2 经营收入预测............................................................................65 5.2.3 成本费用明细表........................................................................69 5.2.4 利润表、现金流量表................................................................74 5.3 财务指标分析.......................................................................................75 5.3.1 投资回报率................................................................................75 5.3.2 投资回收期................................................................................75 5.3.3 内部收益率................................................................................76 5.3.4 不同业务增速的情况分析........................................................76 5.4 本章总结...............................................................................................77 第六章 创业风险与策略....................................................................................78 6.1 创业风险...............................................................................................78 6.1.1 政策风险....................................................................................78 6.1.2 经营风险....................................................................................78 6.1.3 人员风险....................................................................................79 6.1.4 财务风险....................................................................................79 6.1.5 战略选择风险............................................................................79 6.1.6 市场风险....................................................................................79 6.2 创业风险对策.......................................................................................79 6.2.1 政策风险对策............................................................................79 6.2.2 经营风险对策............................................................................80 6.2.3 人员风险对策............................................................................80 6.2.4 财务风险对策............................................................................81 6.2.5 战略选择风险对策....................................................................81 6.2.6 市场风险对策............................................................................81 6.3 本章总结...............................................................................................81 第七章 结论........................................................................................................82 致谢....................................................................................................................83