由于家长对优势教学资源的追逐，中小学生升学压力依然很重。为了取得或保持相 对优势，大部分家长都选择了为孩子“加餐”，并且成为一种趋势，中小学生每个周末都 在进出各种培训班。在各个城市，课外培训似乎成了一种趋势，因此课外培训市场有很 充足的生源。 广州市内的培训机构数量众多，但总的来说属于同一模式，同质化经营、过于注重 短期效益、定位不准、盲目跟风等,服务项目方面没有明显的区分度。经过调查，这些培 训机构向广泛的培训对象提供多种培训项目，培训机构涉及的经营范围越广，越容易在 市场竞争中失去竞争地位,竞争力不强，特色不明显，没有形成自身的核心竞争力和品牌， 大部分教育培训机构处于弱势的竞争地位。随着取消小升初考试政策的落地，中考的重 要性又提高了一个层次，如果市场上有一批专业性强、针对性高的专门针对初中生的课 外培训中心的出现，实施专业化的运作，建立自己的核心竞争力。目标是通过这一细分 市场构建自身差异化特色的核心课程来吸引培训对象，走专业化的发展方向，由此我们 决定成立赢在中考课外培训项目。 本文以商业计划书的形式，结合战略、营销、运营、人力资源及财务等理论知识， 对拟投资的赢在中考课外培训项目进行全面规划。首先，对项目进行详细的外部及内部 环境分析，市场机会分析，竞争性分析及 SWOT 分析；其次，根据分析结论，对项目 进行市场定位，并制定 4P 营销策略进行品牌推广，进而对项目进行运营规划；最后对 项目进行较全面的财务分析，并对可能出现的风险做出分析，提出防范措施。通过上述 分析，得出本项目的建设是可行，具有良好社会效益及经济效益。 关键词：教育培训；市场细分；商业计划书；商业模式II Abstract Modern day parents now demand high quality education for their children which is limited. Primary and secondary students are under huge pressure in keeping up with their peers at school. To keep up with the competition at school, the majority of parents will enroll their children into extracurricular activities, hence becoming a trend where children will attend a variety of outer school activities. Due to this ongoing trend, there exists a huge market for extracurricular education services. There is a variety of extracurricular education services available in Guangzhou but the majority all operate under similar business models. The services tend to over emphasize on short term gains, with long term learning goals unclear, After a survey, theses types of educational services provide many facets of learning for prospective students, though with their broad spectrum of educational services they lose their brand image and competitiveness since overall they do not specialize in any field of teaching. Since the cancellation of end of primary examinations, this has made the exam at the end of junior high school more competitive and critical for students wanting to go to secondary high. Therefore there exists an opportunity for highly trained teaching professionals to create a strong business that can serve this new market demand of pre-secondary high school students. A niche market exists for professionals to create courses that are highly specialized and provide focused learning for young students. This document acts as a business model detailing the following information; marketing, business operation, human resource and financing.Thus providing a comprehensive business plan. The document begins with a external and internal environmental analysis then market opportunity analysis followed by competition and SWOT analysis, From this thorough research, the business will have a higher chance to successfully position itself in the market. The business plan establishes a 4P marketing strategy, followed with brand promotion steps.Finally concluding with a comprehensive financial analysis, risk analysis and mitigation. Therefore showing that a viable business exists thus will benefit the company shareholders and the wider community with its educational services. Key word：Education and training；Market segmentation；business plan；Business modelIII 目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单..................................................................................................................................VI 第一章 绪 论..........................................................................................................................1 1.1 研究背景、内容及意义 ................................................................................................. 1 1.1.1 研究背景.................................................................................................................. 1 1.1.2 研究内容.................................................................................................................. 1 1.1.3 研究意义.................................................................................................................. 2 1.2 文献综述 ......................................................................................................................... 2 1.2.1 国内培训业的发展现状........................................................................................... 2 1.2.2 国外培训业的发展历史及现状............................................................................... 3 1.2.3 商业计划书的定义和作用...................................................................................... 4 1.2.4 商业计划书的撰写.................................................................................................. 4 1.3 研究方法与路径 ............................................................................................................. 6 1.3.1 研究方法.................................................................................................................. 6 1.3.2 研究路径.................................................................................................................. 7 1.4 本章小结 ......................................................................................................................... 7 第二章 项目概况......................................................................................................................9 2.1 项目背景 ......................................................................................................................... 9 2.2 项目简介 ....................................................................................................................... 10 2.3 项目优势 ....................................................................................................................... 11 2.4 项目的选址方案 ........................................................................................................... 12 2.5 项目的商业模式 ........................................................................................................... 12 2.6 项目的战略规划 ........................................................................................................... 13 2.6.1 项目的发展规划.................................................................................................... 13 2.6.2 项目的战略方向.................................................................................................... 13 2.6.3 项目的扩张路线.................................................................................................... 14IV 2.6.4 项目的战略选择.................................................................................................... 14 2.7 本章小结 ....................................................................................................................... 14 第三章 广州市中小学课外培训行业的市场和竞争性分析................................................15 3.1 广州市中小学课外培训行业现状和特点 ................................................................... 15 3.2 广州市中小学课外培训市场需求分析 ....................................................................... 16 3.3 消费者分析 .........................................................................................................