情商对于一个人成功的作用远远高于智商，已成为大家的共识，但是中国的 应试教育体制严重地忽视了孩子的情商培养，在这样一种大背景下，本文对情商 培养项目在成都市武侯区开展的可行性进行了研究。 1. 项目介绍，该项目的主要针对群体是 3-14 岁的少年儿童，项目的形式是 培训形式，通过情商测试、主题课程、社会实践等方式来有计划地实施 情商培养，从而达到有效提高学生的情商的目的； 2. 市场研究，通过宏观环境、微观环境分析，确定了成都市武侯区开展此 项目的环境适宜程度；通过对武侯区 3-14 岁的学生及家长进行了为期一 个月的市场调查，采集数据 3000 份，通过对比研究明确了该项目推出的 市场认可度、消费承受能力及有效开展的方式；此外，通过对市场的趋 势预测、竞争结构、竞争对手及市场细分等分析，明确了项目开展的时 机及优势； 3. 项目运作的方案及效益分析，提出了项目的运作的两种方案，并分别对 这两种方案进行了现金流的预测、年利润的预测，明确了不同的资金条 件下的不同的运作方式； 4. 风险研究，通过对项目的政治、市场、财务、管理风险识别及控制方法 的分析，确定了项目的风险防范措施； 通过以上分析，最终得出该项目可以在成都市武侯区三环路内居住密集区实 施，实施的方式是根据资金情况向全国知名的情商培养机构申请省级代理或加盟 创办独立的情商培养乐园。 关键词，情商培养，市场调查，可行性研究II Abstract It’s well recognized that emotion quotient (EQ) plays a much more important role than intelligence quotient (IQ) in the process of one’s getting successful. Unfortunately, the present educational system in China ignores EQ education for children. Against this background, this paper makes a study of the possibility of carrying out EQ training programs in Wuhou District,Chengdu City. 1. Introduction to the project: this project is for children aged from 3 to 14. It aims to enhance the EQ of children by methodically implementing various EQ training forms including EQ tests, major courses and social practices. 2. Market investigation: the possibility of carrying out the program in Wuhou District is achieved by analyzing the macro and micro environment. A one-month market investigation is made to the parents of students aged from 3 to 14 and 3000 sets of data are gathered. Based on the data, comparison is made to get the degree to which this program is recognized, the consuming ability of the potential customers, and the effective ways of carrying out the program. In addition, the opportunities and advantages of the program are worked out through predicting the market trend, the competition structure，the competitors and the present market. 3. Analysis of the plan and interests of the program: two implementation plans are proposed for the program. In addition, cash flow and annual interests of the two plans are predicted, and different carrying-out methods are worked out according to the sum of investments. 4. Risk analysis: plans for potential risks are made based on analysis of identifying and controlling methods of the political background, market, finance, and management. Based on above analysis, the conclusion is made that the program can be carried out in the densely populated areas of Wuhou District. The measure taken for the implementation of the program is to apply for being the agent or alliance business of famous EQ training organizations, based on the amount of capital.III Key words: EQ education market analysis agent or alliance businessIV 目 录 中文摘要...........................................................................................................................I ABSTRACT ................................................................................................................... II 第一章 总论.................................................................................................................. 1 第二章 研究的背景与意义.......................................................................................... 2 2.1 项目提出的背景.................................................................................................... 2 2.2 项目介绍................................................................................................................ 3 2.2.1 项目宗旨 ......................................................................................................... 3 2.2.2 项目定位 ......................................................................................................... 3 2.2.3 项目课程内容介绍 ......................................................................................... 3 2.3 可行性研究的意义................................................................................................ 4 第三章 市场环境与竞争研究...................................................................................... 5 3.1 地域环境分析........................................................................................................ 5 3.1.1 成都市环境分析 ............................................................................................. 5 3.1.2 武侯区环境分析 ............................................................................................. 6 3.2 市场调查分析........................................................................................................ 7 3.2.1 调查问卷设计与调研方法 ............................................................................. 7 3.2.2 样本量的确定与样本抽样方法 ..................................................................... 9 3.2.3 质量控制 ........................................................................................................11 3.2.4 市场调查结果分析 ........................................................................................11 3.3 市场成长性分析.................................................................................................. 21 3.3.1 市场趋势预测 ............................................................................................... 21 3.3.2 本项目优势 ................................................................................................... 23V 3.4 竞争分析.............................................................................................................. 27 3.4.1 竞争结构 ....................................................................................................... 27 3.4.2 目前的竞争市场 ........................................................................................... 28 3.4.3 从市场细分看竞争者市场份额 ................................................................... 29 第四章 项目运作方案及效益研究............................................................................ 30 4.1 项目运作方式...................................................................................................... 30 4.2 项目经济效益分析.............................................................................................. 30 4.3 项目的社会效益分析.......................................................................................... 33 4.3.1 促进少年儿童良好道德人格品质的形成 ................................................... 33 4.3.2 是对我国应试教育体制的有效补充 ........................................................... 33 第五章 风险与控制研究............................................................................................ 35 5.1 敏感性与盈亏平衡分析...................................................................................... 35 5.2 风险定性分析...................................................................................................... 37 5.2.1 自然风险 ....................................................................................................... 37 5.2.2 政策风险 ....................................................................................................... 37 5.2.3 市场风险 ....................................................................................................... 37 5.2.4 内部决策与管理风险 ................................................................................... 38 5.3 风险控制.............................................................................................................. 38 5.3.1 加强自我保护，提高