旅游行业在中国经历了多年的高速发展，市场正在面临重大变革和机遇。随着国内 的消费群体趋于年轻化、个性化，旅游消费也迅速从跟团游向自由行、从周边游向出境 游、从低频次出行向高频出游转型。而互联网，特别是移动互联网的快速发展，使普通 旅游者可以方便地预订到交通、住宿、门票等各项旅游要素，传统团队旅游产品吸引力 大幅降低，更多的旅游者开始尝试摆脱跟团游这一初级的旅游形式，而去追求更自由、 更个性化的旅游体验，他们利用愈加便利的网络信息服务和众多在线旅游平台，去获取 旅游信息，自助完成食住行等一系列旅游预订服务，最终实现个性化旅游。然而这种个 人定制还存在一些痛点，据调查显示，普通人规划一次自助旅行的平均时间是一到两个 星期，这期间要经历繁琐的攻略阅读、信息收集、酒店选择、机票比价等等，这些大量 的准备工作成为了一个包袱，严重影响了出游的心情，而且再精细的准备也往往会出现 纰漏，需要旅游者独自去面对。以上这些自助游的痛点催生了定制旅游服务的产生和发 展，旅游服务商们开始转变以往的经营思路，向追求个性化的旅游者提供更高层次的产 品和服务。一些旅游创业公司还推出了在线旅游定制服务，即借助在线互联网和移动互 联网平台，通过先进的大数据技术分析手段了解旅游者的需求，并以这些需求为导向为 客户量身定制一套与众不同的旅游方案。 纵观目前旅游业发展现状，团队游产品的同质化严重，已经饱受诟病，定制游虽然 已经产生但并未形成规模，这给在线定制旅游公司的发展开辟了一片蓝海。“品游”（北 京）信息技术有限公司就是在这一市场机遇下应运而生的提供专业定制游解决方案的互 联网旅游公司。首先，它符合李克强总理提出的“互联网+”概念，传统旅游要积极拥 抱互联网；其次，它是 O2O 模式的实践样本，线上预订、线下体验；再次，它符合共享 经济的特征，通过用户的点评和分享，可以带动其他用户的消费，这就形成了一个良好 的商业生态的闭环。本文在详细行业调研的基础上，对中国旅游市场现状和竞争对手的 概况都做了深入的研究，并明确了公司的商业模式和战略，从而制定出市场和渠道的策 略，并预测了前三年的财务计划，预测数据显示，公司在第三年即可实现盈利，且盈利 完全可以弥补前两年的亏损。由此，我对本公司的前景充满信心，相信不久的将来就可 以在定制旅游领域占据一席之地。 关键词：定制旅游，互联网+，O2O，商业计划书II Business Plan of PINYOU Info Technology, Co., LTD Abstract Tourism industry in China has experienced years of rapid development, the market is facing major changes and opportunities. As the domestic consumer groups tend to be younger, personalized, tourism consumption also goes rapidly from with group travel to self-service travel, from travel nearby to travel outbound, and more frequent than before. The Internet, especially the rapid development of mobile Internet, make travel service individualized, differentiation, customization, convenient transition possible, consumer demand and technology progress prompted tourism market to a higher level of service. At present, the tourism market of the new consumption group has been trying to get rid of the low-level group travel, and to pursue the more freedom, more personalized travel experience, they use more convenient travel service websites, to make air ticket and room reservation. But self-service travel has some weaknesses need to solve. Customer-designed tour use the internet and mobile platform, with the help of advanced technology of data analysis method to understand the demand of tourists, and guided by the requirements tailored to customers a unique tourism plan. Throughout the present development of tourism industry, with the group tour product homogeneity serious, already much-maligned, customer-designed company of tourism will be a blue ocean market. Pinyou (Beijing) information technology co., LTD is an online travel company to provide customer-design service for travelers. First, it conforms to the prime minister Li Keqiang, put forward the concept of Internet +, the traditional tourism actively embrace the Internet; Second, it is the practice of the O2O mode samples, online booking and offline experience; Again, it fits the characteristics of Shared economy, the user's comments on and share, can drive the other user's consumption, it has formed a good business ecosystem of closed loop. In this paper, on the basis of detailed industry research, about the status quo of China's tourism market and competitor profiles have done in-depth research, and has been clear about the company's business model and strategy, so as to develop the market and channel strategy, and predicted that the first three years of financial planning, forecasting, according to the company in the third year of profit can be realized, and the profit is completely can make up for the first two years of losses. As a result, I have confidence the prospect of our company, believe in the near future can occupy a place in the field of customer-design tourism. Key words: Customer-designed tour，Internet +，O2O，Business planIII 目 录 中文摘要................................................................ I Abstract ............................................................... II 第一章 绪论............................................................. 1 1.1 研究背景及意义 .................................................... 1 1.2 研究思路和方法 .................................................... 2 1.2.1 文献综述法 .................................................. 2 1.2.2 理论研究法 .................................................. 2 1.3 文献综述 .......................................................... 2 1.3.1 关于互联网+旅游 ............................................. 2 1.3.2 关于互联网旅游商业模式 ...................................... 3 第二章 我国旅游业现状 ................................................... 4 2.1 现阶段旅游方式概述 ................................................ 4 2.1.1 团体旅游 ..................................................... 4 2.1.2 自助游 ....................................................... 5 2.1.3 定制游 ....................................................... 6 2.2 国内旅游市场分析 .................................................. 7 2.2.1 现阶段国内旅游市场规模 ...................................... 7 2.2.2 中国旅游业发展前景 .......................................... 8 第三章 公司概况....................................................... 10 3.1 公司简介 ......................................................... 10 3.2 公司宗旨 ......................................................... 10 3.3 公司愿景 ......................................................... 11 3.4 公司团队介绍 ..................................................... 11 3.5 公司经营理念 ..................................................... 11 3.6 商业模式 ......................................................... 11 3.6.1 企业的核心价值 ............................................. 12 3.6.2 客户定位 .................................................... 12 3.6.3 怎样建立客户关系 ........................................... 12 3.6.4 渠道的策略 .................................................. 13 3.6.5 收入源 ..................................................... 13 3.6.6 生态系统合作伙伴 ........................................... 13 3.6.7 关键活动 ................................................... 14 3.6.8 关键资源 ................................................... 14IV 3.6.9 成本架构 ................................................... 14 3.7 公司战略 ......................................................... 14 第四章 公司 SWOT 分析 .................................................. 15 4.1.优势（Strengths） ................................................ 15 4.1.1 强大的技术创新能力 ......................................... 15 4.1.2 专业的旅游从业经验 ......................................... 15 4.1.3 丰富的线下旅游资源 ......................................... 15 4.1.4 先进的商业思维理念 ......................................... 16 4.1.5 良好的团队合作态度 ......................................... 16 4.2 劣势（Weaknesses） ............................................... 16 4.2.1 新品牌尚无知名度 ........................................... 16 4.2.2 资金短缺 ................................................... 16 4.2.3 无历史运营数据可供参考 ..................................... 16 4.2.4 未形