随着我国经济规模的不断发展壮大，我国已经荣升为世界第二大经济体， 世界把目光聚焦到我们中国。但是，在经济发展的过程中，由于缺乏经验，在环 境保护方面出现了问题,给人的健康带来了极大的隐患。 书道养生是指通过练习书法达到强身健体、养生之功效的一种健康文明儒 雅的活动方式。国家在《健康中国 2030 规划纲要中》明确提出，希望催生一些 新业态、新模式的健康产业。书道养生项目采用特许连锁加盟的商业模式，这种 模式发展已经非常成熟，但任何项目不是没有风险的；其项目有自己特定的营销 方式，当然为了迅速占领市场，融资计划是重要的；在整个项目的实施过程中， 制度保障不可缺失。这几个方面的内容是商业计划书的主要组成部分。 书道能够养生为历代书家所知，历史各个不同时期都在不断探索，有很多宝 贵经验传承了下来，但是还有待于我们创新发展。同时，通过研究特许经营理论、 创新理论、市场营销理论、市场竞争环境分析理论，对身边的资源做了系统的比 较分析，更加增强了对“书道养生连锁项目”的信心，这既是一次巨大创新考验， 也是一次把握机遇的挑战。 关键词：书道，养生，连锁，特许经营，商业计划书EMBA 学位报告 作者：牛志敏 书道养生连锁项目商业计划书 II Abstract With the continuous development of China's economic scale growth, China has become the second largest economy in the world, the world put the focus on the Chinese. Generally, the Big country should shoulder the main responsibility. We also know that China is a developing country with a lot of problems, and it is not an easy thing to take into account the responsibilities. In the process of economic development, due to lack of experience in many aspects of a problem, such as environmental pollution, food safety issues, indiscriminate use of antibiotic drugs problems, problem of infectious diseases; and with the economic development, the information technology revolution is coming, a large number of transfer from the rural population to the city, survival the cost and the pressure surge, causing people's health there is a great hidden danger. These great changes have caused widespread concern in the community, the national leadership of the State Council issued “Health China 2030”, clearly pointed out that to realize the well-off society, health play a key role in our life and work. To achieve the great China-dream needs health guarantee. “Health China 2030”stressed the need to vigorously develop the health industry, to encourage the health of all kinds of creative industries. We call this “Shudao-health franchise”. Franchise Business Plan of Calligraphy Health Project analysis and thinking about the importance of health project on human development, seeing many health problems exist, there are a lot of valuable experience take advantageous to health and longevity. And we also need to be innovative. At the same time, through the study of franchising theory, innovation theory, marketing theory and market competition environment analysis theory, on the side of the resources to do a comparative analysis of the system, further strengthened the confidence of “Shudao-health franchise”, this is a great innovation of the test, but also is the challenge and the opportunity. Keywords: calligraphy, health, chainstore, franchise, business planEMBA 学位报告 作者：牛志敏 书道养生连锁项目商业计划书 III 目 录 一、引言.......1 （一） 书道养生连锁项目背景和研究意义.1 （二） 书道养生连锁项目概念...3 （三） 编制商业计划书理论依据和结构.....3 二、书道养生连锁公司概述...5 （一）公司简介..5 （二）公司发展战略...7 （三）公司管理团队和组织结构.7 三、书道养生连锁项目简述...9 （一） 书道养生项目基本训练方式....9 （二）书道养生连锁项目特色...11 （三）书道养生连锁项目商业特许经营模型......13 （四）书道养生连锁项目创新与局限14 四、书道养生连锁项目市场分析和竞争环境分析..15 （一）国家健康产业政策分析...15 （二）相关健康产业分析..16 （三）竞争对手环境分析..17 五、书道养生连锁项目营销策略..18 （一） 市场细分策略........18 （二） 服务产品策略........21 （三） 价格策略.......22 （四） 广告营销策略........22 （五）展会营销策略.23 六、书道养生连锁项目财务规划和融资计划.24EMBA 学位报告 作者：牛志敏 书道养生连锁项目商业计划书 IV （一）书道养生连锁项目融资需求....24 （二）书道养生连锁项目投资去向....25 （三）书道养生连锁项目融资方案....26 （四）书道养生连锁项目财务预测....26 七、书道养生连锁项目实施保障..28 （一）书道养生连锁项目风险控制....28 （二）书道养生连锁项目实施日程....29 （三）书道养生连锁项目制度保障....30 八、结论.....31