近年来,随着我国旅游业的快速发展,西安市秦岭北麓在基础设施和服务体 系建设!体制创新等方面有新进展,各旅游景区建设步伐明显加快,有力推进了 秦岭北麓旅游业的快速发展翠峰山生态休闲观光园是陕西省翠峰山森林公园旅 游的必经之地,是森林公园的北大门其地理环境!气候特征!旅游资源!农林 资源!地热资源!水力资源等自然景观资源丰富,非常适宜温泉度假村的开发与 利用,本项目已列入周至县/十二五0规划重点开发项目 翠峰山生态休闲观光园商业计划书主要是从分析项目的基本情况!公司的主 要开发产品!旅游市场状况!项目战略!可行性分析!营销策略!风险及规避以 及财务预测等几个方面来对西安翠峰休闲度假有限公司的项目开发进行指导 本项目建设单位西安翠峰休闲度假有限公司,正是基于我国旅游发展大环境 下和秦岭北麓旅游开发的良好态势下所创建的旅游开发企业目前公司正处于注 册阶段,企业住所设在周至县翠峰乡农林村,注册资金约898万 项目的总体战略是为/立足西安都市圈,打造温泉休闲综合体0,将建成集 旅游!娱乐!住宿!餐饮!会务!温泉洗浴!养生地产和文化展示为一体综合旅 游度假区,本项目的规划融合了中西方建筑特色和现代社区规划理念,旨在创造 一个融优美的生态环境!旅游!休闲度假与居住功能为一体的社区,建成后的度 假村风景优美!设施完备!功能齐全,将成为都市人休闲度假的最佳场所之一 项目市场定位为以接待西安及周边中高收入人群度假观光为主,将实施/锁 定高端!拓展中端!兼顾底端0的策略,通过旅游区内不同项目的组合,有针对 性地提供不同档次的旅游产品,最大限度地挖掘目标客户的潜力,实现公司的经 营目标 此外,对公司在未来发展中可能遇到的市场风险!经营风险也进行了分析, 并提出了相应的对策 本项目总投资为11642.42万元,公司的融资手段主要采用股东的直接投资和 银行贷款,其中西安翠峰休闲度假有限公司自筹5942.42万元,银行贷款5700 00万元项目的总体投资收益率为17.15%,静态投资回收期为9.00年 项目市场前景良好,具有客观的盈利能力有理由相信,在我们的努力下, 翠峰山生态休闲观光园将拥有一个光明美好的前景 关键词:翠峰山,生态休闲,商业计划书BusinessProPosalofEcofallowSightSeeingAreaofCui FengMount Abstr8Ct Inreeentyears,withthefastdeveloPmentofdomestietouris一n,theNorthQinlingMountains, CityofXi.anhasgai一lednewProgressinasPeetsofinfrastructure,servieesystemeonstruetion, institutionalinnovationand50son.TheeonstructionPaee15fastenedindifforenttouristsites, whieheffeetivelyProPelsthefastdeveloPrnentofthetouristindustryinNorthQinlingMountains. EeofallowSightSeeingAreaofCuiFengMount15theonlywaywhiehmustbePassedwhen visitingCuiFengMou一ItForestPartins]lan.xiProvinceanditalsoactsasthe11orthgateofforest Park.Thesite15abul记antwithnaturallandscaPeresoureesinasPeetsofgeograPhicenvironment, elimatieattributes,touristresourees,agriculturalandforestresouree,geothennalresourees, waterPowerresoureesand50on.Forthisreason,thesite15idealforthedeveloPmentand utilizationofsParesort,wlliellhasbeentakenasaProjeetal记IistedasoneofkeydeveloPment Projeetsinthe/125PlanningofZhouzhiCounty. BusinessProPosalofEcofallowSightSeeingAreaofCuiFengMountProvidesguidaneefor theProjeetdeveloPmentearriedoutbyXi.anCuiFengMountEeofallowLimitedComPanyfrom asPeetsofProduetdeveloPment,touristmarketeondition,Projeetstrateg苏feasibilityanalysis, marketingstrategy,riskandriskavoidanee,fi一飞aneialforeeastand50on. TheinstitutionresPonsiblefortheProjeetconstruetion15Xi.anCuiFengMountEeofallow LimitedComPanywhieh15establislledasatourisxndeveloPmenteo一nPanyunderthebaekground ofdomestietourismdeveloPmentandthefavorabledeveloPingtrendsintheNorthQinling Mountains.Currently,theeomPany15underregistrationanditsoPerationsite15loeatedinthe NonglingVillage,CuiFengMount,ZhouzhiCounty,witharegisteredfondof8.98millionYuan. TheoverallstrategyofProjeet15/basedontheXi.anmetroPoliseircle,builduPasynthesisofhot sPringandleisure.AeeordingtotheProjeet,wewilleonstruetaeomPrehensivetourismand vaeationresortwhiehintegratestouris一n,entertainment,aeeommodation,restaurants,eonference, hotsPringandmassage,healthPromotionandeulturalexhibition.ThePlanningofProjecthas integratedthedomestieandforeignarehitecturalfeatureandtheInodemeommunityPlanl飞ing concePt,withanaimtoereateaeommunitywhosefunetionsinvolveecologiealellvironment, tourism,entertainmentandvoeation,reside一leeand50on.Wheneonstruered,withbeautiful seeneryandintegratefunetions,theholidayvillagewillbeeomeoneofbesturbanentertainment andvoeationsites. IIThemarketPositioningofProjeet15onthevaeationsPenderandtouristswholiveinXi.an andsurroundingareasandhavemediumandhighineome.Byearrylngoutthestrategiesof /-ai一ningathigh一endconsume几exPloreeommoneonsumerandgiveeonsiderationtobottom eonsumerandbymeansofeombinationsofdifferentProjeetsinsidethetouristside,theProjeet willProvidetourismProduetsofdifferentlevelswithvariedemPhasis,exPlorethemaximum PotentialoftargeteonsumersandrealizetheeomPany,5managementobjeetive. Moreover,direetedatthePossiblemarketriskandoPerationalrisktheeomPanymayfacein thefuturedeveloPment,wealsoraisedeorresPondingstrategies. TheaggregateinvestmentofProjeet15116,424,200Yuan.TheeomPany.smeansoffinaneing eontainsthedireetinvestmentofshareholderandbankloans,amongwhiehXi.anCuiFeng MountEeofallowLimitedComPanyhascolleetedfundof59,424,200Yuanandgottenaloanof 570,000Yuanfrombank.TheaggregaterateofreturnoninvestrnentofProject1517.15%,witha statiePaybaektilneofgyears. TheProjeethasaPromisingmarketandobjeetiveProfitability.W亡havereasontobelieve, withoureffort,EeofallowSightSeeingAreaofCuiFengMountwillhaveabrightfuture. KeyWords:CuiFengmountain,Eeofallo琳BusinessProPosal 111目录 中文摘要#I Abstract.#工工工 第一章翠峰山生态休闲观光园项目概况1 1.1项目介绍..............................................1 1.1.1公司介绍.......................................1 1.1.2项目建设地址...................................1 1.1.3项目建设条件...................................1 1.1.4项目建设规模...................................3 1.2项目战略..............................................5 1.2.1旅游发展总体战略...............................5 1.2.2翠峰山休闲观光园开发策略.......................5 1.3项目管理团队和组织结构...............................10 1.3.1开发队伍构成..................................10 1.3.2企业机构设置..................................H 1.3.3人力资源发展战略规划..........................n 第二章项目产品及介绍#13 2.1项目产品开发策略..,............................13 2.2项目产品开发内容.....................................13 2.2.1温泉度假......................................13 2.2.2会议旅游......................................16 2.2.3康体休闲游....................................17 2.2.4温泉生态庄园..................................20 2.2.5温泉旅游地产..................................20 第三章市场分析及竞争环境#21 3.1行业历史和前景.......................................21 3.1.1我国旅游业发展现状............................21 3.1.2我国旅游业未来预测............................21 3.1.3西安及秦岭北麓旅游市场分析....................21 3.2项目SWOT分析........................................23 3.2.1优势(Strength)分析............................23 3.2.2劣势(Weakness)分析............................253.2.3机遇(Opportun九y)分析.........................26 3.2.4威胁(Threat)分析..............................28 3.2.5分析结论......................................28 3.3市场规模与增长趋势...........,.................30 3.4行业竞争对手发展情况.................................31 第四章营销策略34 4.1项目市场定位.........................................34 4.1.1一级客源市场需求分析..........................34 4.1.2二级客源市场分析..............................35 4.1.3机会市场分析..................................35 4.1.4海外机会市场分析..............................35 4.2目标市场细分.......................,..,!,35 4.3项目价格策略.........................................37 4.4项目推广策略二,......................................38 4.4.1项目推广方式..................................38 4.4.2项目促销方案..................................40 第五章项目风险分析与规避#43 5.1项目存在的主要风险因素...............................43 5.1.1风险因素识别..................................43 5.1.2风险程度分析..................................44 5.2本项目对上述风险的规避...............................45 第六章项目财务分析46 6.1项目固定资产投资估算.................................46 6.1.1投资估算编制依据..............................46 6.1.2工程建设其它费用取费说明......................46 6.1.3总投资估算....................................47 6.2项目收入预测.........................................4S 6.3成本费用支出.........................................49 6.4利润估算.............................................49 6.5主要经济技术指标.....................................50 6.5.1财务指标分析..................................50 6.5.2敏感性分析....................................51 6.5.3财务评价结论..................................527.1项目总体描述.........................................53 7.2结论及建议...........................................53