在全球经济一体化的大背景下，特别是我国加入世界贸易组织以来，中国教育面临 着更为复杂的竞争和更为严峻的挑战，面对未来、面对世界、面对社会、面对中国接下 来的老年化社会状态，中国的青少年是否能有更加健康的身心素质及良好的人际交往能 力与社会担当能力，如何让中国的青少年在人生的成长关键期得到良好的身心健康成长 关怀与辅导，如何培养更有包容精神、创新精神、担当精神、更能与时代接轨的中国阳 光青少年，使其成为中国社会进步的推动者，这已经是大势所需。在国际社会与国家政 府充分重视的背景下，创建一个青少年培训项目，以配合国家政府推进青少年教育为已 任，进一步满足青少年身心健康成长的需求，建立完善的培训服务体系与管理机制，打 造一个优质的青少年培训服务品牌与服务平台，是本商业计划书的核心内容。第一章阐 述项目开发的背景、商业计划书的主要内容、创作方法及意义。第二章通过对培训市场 在外部宏观环境下的发展、现状、态势分析，结合公司本身自有的资源优势，运用波特 五力竞争模型找出进入培训项目的可竞争性，同时采用 SWOT 矩阵分析，明确培训项 目选择的市场空间与发展战略，以青少年为目标市场，从培训端打造阳光青少年服务平 台。第三章具体阐述培训项目的营销策略，包括营销思路、运营模式与运营结构。第四 章对培训项目的投资预算进行分析，包括投资预算成本、营收预期、投资效率和风险评 估。第五章从战略层面就项目的组织搭建及核心战略的落地推进做出时间安排。第六章 从战术层面探讨执行管理和相关的管控问题。全文总结出培训项目创建的必要性、可行 性与可落地性，提出较为翔实并可操作的系统性做法，为中国的培训市场及青少年教育 提供具体的理论依据与实操支持。 关键字，商业计划书; 培训项目；青少年；身心健康II Abstract In the background of global economic integration, especially China's accession to the world trade organization, China education is facing more complicated competition and challenge, face the future, face the world, face the society and China coming aging society, whether in the country for teenagers to have more health quality and good interpersonal skills and social responsibility ability, how to make China teenagers get good physical and mental health care and guidance in the key growth period of life, how to cultivate more inclusive spirit and innovative spirit, the spirit of play, more in line with the age China Sunshine Youth, make it become the Chinese promoter of social progress this trend is already required. In the international community and governments pay more attention to the background, creating a youth training project, to cooperate with the national government to promote the education of young people has been for the healthy development of young people to further meet the needs, establish the training service system and improve the management system, build a high-quality youth training service brand and service platform, is the core content of the business plan. The first chapter describes the background of the development of the project, the main contents of the business plan, creative methods and significance. The second chapter through the analysis of the training market in the external macro environment, development status and trend, combined with the company itself has its own advantages in resources, using the Potter competition model to find out into the training program can be competitive, while using the SWOT matrix analysis, clear training market space and development strategy of project selection: young people as the target market from the end of the training to create Sunshine Youth Service platform. The third chapter elaborates the marketing strategy of the training project, including marketing idea, operation mode and operation structure. In the fourth chapter, the investment budget of the training project is analyzed, including investment budget cost, revenue expectation, investment efficiency and risk assessment. The fifth chapter on the relevant work to make time to landing. The sixth chapter discusses the executive management and related control problems from the executive level. This paper summarizes the necessity and feasibility of training project created with the landing, put forward detailed and systematic way of operation, and provide a theoretical basis and practical support for specific training and education of the youth market Chinese Key words: Business plan; Training project; Teen-agers; physical and mental healthIII 目 录 摘要.........................................................................................................................................I Abstract .................................................................................................................................... II 图表清单..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 项目开发背景 .................................................................................................................. 1 1.1.1 项目简介.................................................................................................................... 1 1.1.2 项目的开发是公司在青少年培训市场推进的需要................................................ 1 1.1.3 国际先进国家很重视青少年的身心健康................................................................ 2 1.1.4 我国政府高度重视，大力推进青少年的教育........................................................ 3 1.2 国内外青少年身心健康相关研究综述 .......................................................................... 4 1.2.1 国外研究综述............................................................................................................ 4 1.2.2 国内研究综述............................................................................................................ 6 1.3 计划书的目的、主要内容和创作方法 .......................................................................... 8 1.3.1 计划书的目的............................................................................................................ 8 1.3.2 计划书的主要内容.................................................................................................... 8 1.3.3 创作方法.................................................................................................................... 8 1.4 计划书的创作意义 .......................................................................................................... 9 第二章 青少年培训市场环境与形势分析............................................................................10 2.1 青少年培训市场环境与形势分析 ................................................................................ 10 2.1.1 国际环境分析.......................................................................................................... 10 2.1.2 外部环境分析......................................................................................................... 10 2.1.3 培训行业环境分析................................................................................................. 11 2.1.4 青少年培训市场发展现状...................................................................................... 13 2.1.5 集团自身发展现状................................................................................................. 15 2.2 运用“波特五力”分析模型对进入市场的竞争优势进行分析..................................... 16 2.2.1 潜在竞争者的进入能力.......................................................................................... 16 2.2.2 替代品的替代能力.................................................................................................. 16 2.2.3 买方议价能力.......................................................................................................... 17 2.2.4 卖方议价能力.......................................................................................................... 17IV 2.2.5 现存竞争者之间的竞争.......................................................................................... 17 2.3 成立青少年培训项目的 SWOT 分析及战略选择 ....................................................... 18 2.3.1 优势分析.................................................................................................................. 18 2.3.2 劣势分析.................................................................................................................. 18 2.3.3 机会分析.................................................................................................................. 18 2.3.4 挑战分析.................................................................................................................. 18 2.3.5 战略及策略空间选择.............................................................................................. 18 第三章 培训项目营销策略....................................................................................................21 3.1 营销思路 ........................................................................................................................ 21 3.2 运营模式 ........................................................................................................................ 24 3.3 营销发展战略规划 ........................................................................................................ 25 3.4 运营架构 ........................................................................................................................ 26 3.5 目标市场分析 ................................................................................................................ 28 3.5.1 服务的目标市场...................................................................................................... 28 3.5.2 目标市场人群分析.................................................................................................. 28 3.6 运营策略 ........................................................................................................................ 29 3.6.1 筹备期...................................................................................................................... 29 3.6.2 营销启动.................................................................................................................. 36 第四章 项目投资预算分析....................................................................................................38 4.1 项目营收预期 ................................................................................................................ 38 4.2 项目预算成本 ................................................................................................................ 39 4.3 投资效益和风险评估 ................................................................................................... 41 4.3.1 增值效益.................................................................................................................. 41 4.3.2 风险评估.................................................................................................................. 41 第五章 组织与计划................................................................................................................43 5.1 服务系统模型搭建进度规划 ........................................................................................ 43 5.2 核心战略行程规划 ........................................................................................................ 44 第六章 执行和控制................................................................................................................46 6.1 运作流程体系化管理 .................................................................................................... 46 6.2 项目推进进度规范化管控 ............................................................................................ 47V 6.3 风险控制 ........................................................................................................................ 47 结 论......................................................................................................................................49