惠城镇，是广东省揭阳市惠来县人民政府的所在地，是全县政治、经济、文化中心。 惠城镇人口 18.04 万人（占比 13.56%），登记备案的幼儿园惠来县有 70 多所，其中惠城 镇有 40 所左右。据载惠来县 2012 年初婚有 1.61 万对，按每园容纳量 600 人测算，幼儿 园（3-6 岁）的容纳量接近饱和状态，可实际惠来县每园的容纳量平均在 200-300 人之 间，幼儿早教市场还有发展空间；而托儿所（0-3 岁）并无相关统计数据。据了解，惠 城镇的托儿所数量不超过 10 所，且仅是幼儿托放的地方并没有早教特色，可见有早教 个性特色的托儿早教市场在惠城镇存在开发机会。为验证此机会的可行性，本文提出创 立惠来爱贝亲儿园托儿早教机构的计划，通过分析为惠来爱贝亲儿园的创立提供理论指 导依据。 本文按照商业计划书的要求，首先描述项目的研究背景和意义并介绍项目的基本情 况；接着采用 PEST 模型、波特五力竞争模型、SWOT 模型和 STP 营销理论等工具分析 爱贝亲儿园进入惠来早教市场面临的机会和威胁，利用核心优势定位目标市场并制定营 销策略，包括产品、价格、渠道、促销策略，借此建立爱贝亲儿园品牌知名度实现招生 目标；再次对项目的人力资源管理做了规划说明，通过人力资源管理加强爱贝亲儿园核 心竞争力；同时还对项目进行财务分析，进行成本收入利润预测和投资指标分析（如 NPV、动态投资回收期和 IRR）；最后用敏感性分析这个定量风险分析方法来分析投资 风险，还从政策、市场、财务、管理这四个定性风险角度进行风险分析并制定相应应对 决策，从而得出项目具有可行性的结论。 经过如上各方面的详细分析，本项目通过精准市场定位设计有个性特色的早教模 式，利用其优势致力于为家长提供早期教育支持、让孩子在园里健康快乐成长。本项目 在惠城镇具有应用参考价值也有一定的社会和经济效益性，对创业投资者和消费者均能 提供良好的双赢局面。 关键词，1-3 岁儿童托育；家庭共同体；商业计划书II Abstract Huicheng, where the People’s government of Huilai County of Jieyang City in Guangdong Province locates, is the political, economic and cultural centre of Huilai County. Huicheng has an urban population of 180400( accounts for 13.56%). There are over 70 registered kindergartens in Huilai County, 40 of which are in Huicheng. It is recorded that there are 16100 couple of first married people in 2012 in Huilai County. Assume the school’s accommodation is 600, the accommodation of 3-6 year old children has almost been saturated.However, Huilai County goes the average of 200-300, and there is still room for the development of the market for children’s early education. As for nurseries for the 0-3 year old children, there is no related data. According to the information, the number of nurseries in Huicheng is not more than 10, and the nurseries don’t have characteristics of early education. So there are opportunities for development for nurseries with early education in Huicheng, and opportunities and risk coexist. In order to verify the feasibility of this opportunity, this paper proposes founded the plan of Huilai Ibaby Garden, founded through the analysis of Huilai Ibaby Garden to provide a theoretical direction. This thesis firstly describes the research background and significance of the project, then it introduces basic information of the project. Secondly, by adopting PEST model, Porter’s Five Forces model, SWOT model and STP marketing model, this thesis analyzes the opportunities and threats of Huilai Ibaby Garden entering Huilai’s early education market. It uses core advantages to locate the target market and makes marketing strategies, including products, prices, channels and promotion strategies, which can build Huilai Ibaby Garden’s brand awareness to realize enrolling target. Thirdly, it explains the human resource management of the project, by which strengthens Huilai Ibaby Garden’s core competitiveness. At the same time, the thesis analyzes the project’s finances, including forecast of costs, incomes and profits and analysis of investment index, such as NPV, dynamic investment pay-back period and IRR. Lastly, the thesis uses quantitative analysis method (sensitivity analysis) to analyze investment risks, and it analyzes risks from qualitative aspects of policy, operation, finance and management, then it comes to make responsive decisions. At last, it concludes that the project is feasible. After a detailed analysis of all aspects of the above, This project through accurate market positioning and design characteristic of early education mode, its advantage is committed to providing early education for children of parents in the garden to grow up healthy and happy. This project in Huicheng has application value are also both social and economic benefits ofIII the investors and consumers to provide a good win-win situation. Key words: School-age child care(1-3); The family community; Business planIV 目 录 摘要...........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表清单.................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 研究的背景与意义.......................................................................................................... 1 1.2 文献综述.......................................................................................................................... 1 1.2.1 关于商业计划书写作格式和作用的相关文献....................................................... 1 1.2.2 关于各种分析工具的相关文献............................................................................... 2 1.2.3 关于国外早期教育的相关文献............................................................................... 3 1.2.4 关于国内早期教育的相关文献............................................................................... 5 1.3 研究内容与方法.............................................................................................................. 7 1.3.1 研究内容及拟解决的关键问题............................................................................... 7 1.3.2 研究方法................................................................................................................... 8 第二章 项目概况......................................................................................................................9 2.1 爱贝亲儿园简介.............................................................................................................. 9 2.2 爱贝亲儿园保育内容和服务特色.................................................................................. 9 2.3 经营场所选择................................................................................................................ 11 2.4 本章小结........................................................................................................................ 12 第三章 项目环境分析............................................................................................................13 3.1 宏观环境分析................................................................................................................ 13 3.1.1 政策分析................................................................................................................. 13 3.1.2 经济分析................................................................................................................. 13 3.1.3 社会文化和人口环境以及技术环境分析............................................................. 15 3.2 项目竞争性分析............................................................................................................ 15 3.2.1 竞争对手................................................................................................................. 15 3.2.2 替代品和潜在进入者的威胁................................................................................. 17 3.2.3 供应商和客户的议价能力..................................................................................... 18 3.3 项目 SWOT 分析