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库公路飞驰四季_自驾车营地商业计划书PDF

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随着我国GDP和国民可支配收入水平不断提高,民众传统的参团出游方式正在逐 渐向自驾游模式转变,自驾车房车营地项目发展空间巨大,是一个新兴的投资热点。贯 穿新疆天山山脉的独库公路,由于其独特的地理环境和自然风光,已经成为享誉全国的 网红自驾游圣地。乌鲁木齐HD旅游信息咨询服务有限责任公司创始人与其他意向投资 者对独库公路全线及沿线情况实地考察后,从相关职能机构搜集了相关数据资料作研究 讨论,拟与乌鲁木齐CQ房地产有限公司、乌鲁木齐ZY旅游有限公司和其他风险投资 者自筹5000万共同组建成立新的项目公司,规划建设运营独库公路“飞驰四季”自驾 车营地项目。投资方认为,在独库公路中段的巴音布鲁克景区附近投资建设自驾车营地, 可以依托5A级景区资源、并同时覆盖四条常规自驾游环线,打造一个能创造盈利且具 有品牌文化的自驾车房车营地项目,市场前景十分广阔。 本商业计划书首先介绍了项目的背景和意义,对自驾车营地的概念和特点进行了概 括整理,提出投资热点;接着介绍公司的情况和项目的简介;通过PEST模型、波特五 力模型和SWOT模型对项目的环境进行分析,确定项目优势远大于劣势;之后介绍项 目的定位实施和组织架构,包括项目的设计、选址、进度计划和组织架构及人力资源发 展等;通过市场定位和细分,制定了项目4P营销战略;然后进行财务分析,并通过计 算投资回收期、净现值、投资回报率和敏感性分析确定项目的可行性;最后对项目面临 的风险作出详细评估并提出应对措施。 项目整体投资金额5000万,预计年经营收入1559.28万元,年经营净收入1169.46 万元,经营利润率34.57%,经营净利润率25.93%,投资利润率31.19%,静态回收期5.26 年,项目前7年的净现值(NPV)为1537.06万元,前7年的内部收益率(IRR)为18.4%, 动态回收期为4.93年,项目的盈利能力较好,面临的风险不大并可控。该项目符合国家 大力发展自驾车营地政策,本商业计划书可以为企业的投资提供科学的决策依据,并创 造企业盈利;为自驾游参与者提供深度旅游体验,同时能提升新疆旅游业知名度,拉动 当地旅游关联产业发展。是一个值得投资的创业项目。 关键词:自驾游;自驾车营地;商业计划书 II Abstract With the continuous improvement of China's GDP and disposable income level, the traditional group travel mode is gradually changing to self-driving travel one. The development space of self-driving and RV camp project is huge, and it is an emerging investment hotspot. The Duku highway throughing the Tianshan mountain,due to its unique geographical environment and natural scenery,has become a well-known web celebrity of self-driving tour holy land.The founders of Urumqi HD Tourism Information Consulting Services Co., Ltd. and other potential investors conducted a survey along the Duku Highway, collected relevant data from relevant functional agencies for research and discussion, and planned to cooperate with Urumqi CQ Real Estate Co., Ltd.,Urumqi ZY Travel Co., Ltd. and other venture investors raising 50 million to form a new project company,build and operate Xinjiang Duku Highway ?Flying Seasons? self-driving camp site.Investors believe that investing in a self-driving camp near the Bayinbuluke Scenic Area in the middle of the Duku Highway can rely on 5A-level scenic resources and simultaneously cover four conventional self-driving tour loops,so that enterprise may create both profit and brand culture.The self-driving and RV camp project has a very broad market prospect. This business plan first introduces the background and significance of the project, summarizes the concept and characteristics of self-driving camp, and proposes invest ment hotspot;Secondly,it brings the brief introduction of the company and the project.T he feasibility of the project is analyzed through PEST model, five forces model and S WOT model to determine that the project advantages outweigh the disadvantages;Then, introduce the positioning and process of the project,includingdesigning,siteselection,sche dule planning,organization structure and human resources development plan of the proj ec;Through the market positioning and segmentation of the project,made the developin g 4P marketing strategy;Thenmade the financial analysis for the project,and through th e calculation of the payback period,net present value,return on investment and sensitivi ty analysis to determine the feasibility of the project;Finally,the risk of the project is a ssessed and countermeasures are proposed. The investment value of 50 million, the whole project is expected annual operating income of 15.5928 million yuan, annual operation net income of 11.6946 million yuan, a 34.57% operating margin, net profit margin of 25.93%, 31.19% return on investment, the static payback period is 5.26 years, the first seven years of net present value (NPV) is 15.3706 million yuan, the first seven years of internal rate of return (IRR) is 18.4%, the dynamic III payback period is 4.93 years, the profitability of the project is good, with little risk and under control.The project is in line with the national policy of vigorously developing Self-drive camp,the business plan can provide scientific decision-making basis for enterprise?sinvestment and create profits. It can provide in-depth tourism experience for participants of self-driving tour, and at the same time enhance the popularity of xinjiang tourism and promote the development of local tourism related industries. It's a worthy venture. Keywords: Self-driving tour/ Self-driving camp/Business plan IV 目 录 摘要 ............... I Abstract ......... II 图表清单 ... VIII 第一章 绪论 .. 1 1.1 项目的背景、研究问题和意义 ....................... 1 1.1.1 项目的背景 .................. 1 1.1.2 研究的问题及选题的意义 ......................... 2 1.2 文献综述 ............................ 3 1.2.1 相关理论综述及分析工具 ......................... 3 1.2.2 项目效益评价 .............. 5 1.2.3 商业计划书编制 .......... 6 1.2.4 自驾游及自驾车营地 .. 6 1.3 研究的目标内容和研究方法 ......................... 11 1.3.1 研究的目标和内容 .... 11 1.3.2 研究方法 .................... 11 1.3.3 技术路线 .................... 12 第二章 商业计划总览 ............... 14 2.1 公司情况 .......................... 14 2.2 项目简介 .......................... 14 2.3 战略规划 .......................... 15 2.3.1 项目的使命和目标 .... 15 2.3.2 项目的发展规划 ........ 15 2.3.3 项目的市场规划 ........ 16 2.4 本章小结 .......................... 16 第三章 环境分析 ....................... 17 3.1 自驾车营地宏观环境PEST分析 .................. 17 3.1.1 政策环境 .................... 17 3.1.2 经济环境 .................... 18 V 3.1.3 社会环境 .................... 20 3.1.4 技术环境 .................... 21 3.2 公司的资源能力 .............. 21 3.2.1 发展历史 .................... 21 3.2.2 公司资源 .................... 21 3.2.3 公司能力 .................... 22 3.2.4 优势劣势 .................... 22 3.3 我国自驾车营地的发展现状 ......................... 23 3.3.1 国内自驾车营地发展现状 ....................... 23 3.3.2 行业准入条件 ............ 24 3.4 行业环境分析 .................. 25 3.4.1 行业概述 .................... 25 3.4.2 新疆自驾车营地发展现状 ....................... 26 3.5 行业竞争五力分析 .......... 27 3.6 行业关键成功要素 .......... 30 3.7 SWOT分析 ....................... 30 3.7.1 优势 ............................ 31 3.7.2 劣势 ............................ 31 3.7.3 机遇 ............................ 31 3.7.4 威胁 ............................ 32 3.8 本章小结 .......................... 32 第四章 项目定位及实施 ........... 34 4.1 项目定位 .......................... 34 4.1.1 服务对象 .................... 34 4.1.2 服务项目内容 ............ 35 4.1.3 竞争优势 .................... 35 4.1.4 构建优势的相关价值创造活动的组织 ... 36 4.2 项目的设计实施 .............. 37 4.2.1 项目的选址 ................ 37 4.2.2 项目的规划和功能分区 ........................... 38 VI 4.2.3 项目建筑设计 ............ 40 4.2.4 项目的进度计划 ........ 41 4.3 公司组织架构及人力资源发展规划 ............. 42 4.3.1 公司组织架构 ............ 42 4.3.2 人员配置 .................... 44 4.3.3 人力资源发展规划 .... 45 4.4 本章小结 .......................... 47 第五章 营销计划及营销战略 ... 48 5.1 STP营销 ........................... 48 5.1.1 市场细分 .................... 48 5.1.2 目标市场 .................... 51 5.1.3 市场定位 .................... 52 5.2 市场需求分析 .................. 52 5.3 营销策略 ....................