在变化万千、竞争激烈的多元化社会里，儿童教育特别重要，尤其是针对婴幼儿的 早期教育。幼儿期是孩子生长发育的关键期，如果父母可以给予科学、适当的感觉统合 训练，就可以很好地开发儿童的大脑。早教产品冗杂繁多，面临的商业竞争日趋激烈， 既有来自外部多种竞争环境的挑战，还有来自内部自身经营的压力。采取何种措施才能 打破自身瓶颈、成功突围、脱颖而出？怎样才能让更多父母了解、熟知并体验感觉统合 训练，这是感觉统合训练目前所面临，并需要认真思考的的问题。 本论文业以感觉统合训练为研究对象，以商业计划书的形式，运用环境分析、营销 战略规划、营销组合策略、SWOT、项目运营、财务管理等方面的理论，对建立YY感 觉统合训练中心进行全方位的规划与分析。本文内容参考了大量相关文献，对YY感觉 统合训练中心的环境机会、市场定位、营销策略组合、人员配置、管理方式、财务预测， 以及风险管控展开深入研究。 通过研究发现，感觉统合中心的商业计划是可行的，感觉统合是每个孩子成长不可 或缺的环节，然而由于生活环境的变化，越来越多的孩子出现感统失调现象，感觉统合 训练应时而生，可以预估的是，感觉统合训练中心的发展前景十分可观，并即将处于快 速上升期，蕴藏着巨大的商机和发展潜力。 关键词：早教；感统训练；感统失调 II Abstract In a diversified society with tens of thousands of changes and fierce competition, children's education is particularly important, especially for the early education of infants and young children. Infant period is the key period of children's growth and development. If parents can give scientific and appropriate sensory integration training, children's brain can be well developed.The products of early childhood education are numerous and complicated, and the business competition is becoming more and more fierce. There are not only challenges from various external competitive environments, but also pressures from internal self-management. What measures can we take to break the bottleneck, break through successfully and stand out? How to let more parents know, know and experience sensory integration training is a problem that sensory integration training is facing and needs to be seriously considered. This paper takes sensory integration training as the research object, in the form of business plan, using the theory of environment analysis, marketing strategic planning, marketing mix strategy, SWOT, project operation, financial management, etc., to make a comprehensive planning and Analysis on the establishment of YY sensory integration training center. This paper refers to a large number of relevant literature, and conducts in-depth research on the environment opportunity, market positioning, marketing strategy combination, staffing, management mode, financial forecast, and risk management and control of YY sensory integration training center. Through the research, it is found that the business plan of sensory integration center is feasible, and sensory integration is an indispensable part of every child's growth. However, due to the change of living environment, more and more children have sensory integration disorder. Sensory integration training comes into being at the right time. It can be predicted that the development of sensory integration training Center The prospects are considerable, and will soon be in a period of rapid growth, with tremendous business opportunities and development potential. Key words:Early education；Sensory training；Sensory disorder III 目录 摘要 ................. I Abstract ........ II 图目录 ........ VII 表目录 ....... VIII 第一章 绪论 .. 1 1.1研究的背景及意义 ............. 1 1.1.1研究背景 ...................... 1 1.1.2研究意义 ...................... 1 1.2文献综述 ............................. 2 1.2.1感觉统合的定义 .......... 2 1.2.2感觉统合的发展现状 .. 4 1.3研究方法 ............................. 6 1.3.1文献资料法 .................. 6 1.3.2实地调研法 .................. 6 1.4研究内容与技术路线 ......... 6 1.4.1研究内容 ...................... 6 1.4.2技术路线 ...................... 7 第二章 项目概述 ......................... 9 2.1 YY感觉统合训练中心项目介绍 ..................... 9 2.1.1 YY感觉统合训练中心介绍 ...................... 9 2.1.2感觉统合概念介绍 ...... 9 2.1.3感觉统合失调对儿童的危害 ..................... 9 2.1.4 YY感觉统合训练项目优势 .................... 10 2.1.5 YY感觉统合训练项目发展规划 ............ 11 2.1.6商业模式 .................... 11 2.2 YY感觉统合训练教育理念、使命、目标 ... 11 2.3 YY感觉统合训练课程设置 ........................... 12 2.3.1课程前期工作 ............ 12 IV 2.3.2课程具体安排 ............ 12 2.3.3课程特色 .................... 13 2.4本章小结 ........................... 13 第三章 YY感觉统合训练环境分析 ....................... 15 3.1 外部环境分析 .................. 15 3.1.1 总体环境分析 ........... 15 3.1.2 行业环境分析 ........... 17 3.1.3 竞争环境分析 ........... 20 3.1.4 消费者需求环境分析 .............................. 20 3.2 内部环境 .......................... 25 3.2.1 资源分析 ................... 25 3.2.2 能力分析 ................... 26 3.3 SWOT分析与战略选择 ... 27 3.4 本章小结 .......................... 30 第四章 营销战略规划与营销组合策略制定 .......... 31 4.1 营销目标 .......................... 31 4.2 STP营销战略规划 ........... 31 4.2.1市场细分 .................... 31 4.2.2目标市场 .................... 32 4.2.3市场定位 .................... 32 4.3 7P营销组合战略制定 ...... 33 4.3.1产品（product） ........ 33 4.3.2价格（price） ............ 35 4.3.3促销（promotion） ... 36 4.3.4渠道（place） ........... 37 4.3.5人员（People） ......... 38 4.3.6过程（Process） ........ 38 4.3.7有形展示（Physical evidence） .............. 39 4.4 本章小结 .......................... 40 第五章 项目运营规划 ............... 41 V 5.1组织架构与管理 ............... 41 5.1.1组织架构 .................... 41 5.1.2管理与运营团队 ........ 41 5.2岗位配置 ........................... 42 5.2.1岗位设置 .................... 42 5.2.2岗位职责 .................... 42 5.2.3培训计划 .................... 43 5.3阶段性安排 ....................... 43 5.4本章小结 ........................... 44 第六章 财务分析与经营预测 ... 45 6.1初期财务支出规划 ........... 45 6.2经营预测 ........................... 45 6.2.1销售预测 .................... 46 6.2.2成本预测 .................... 47 6.2.3利润预测 .................... 48 6.3现金流量表 ....................... 49 6.4财务分析 ........................... 50 6.4.1净现值（NPV）法 .... 50 6.4.2内部收益率（IRR）法 ............................ 50 6.5本章小结 ........................... 51 第七章 风险分析与应对措施 ... 52 7.1财务风险 ........................... 52 7.1.1单因素敏感分析 ............ 52 7.1.2多因素敏感分析 ............ 52 7.2 政策风险 .......................... 53 7.3 竞争风险 .......................... 54 7.4 管理风险 .......................... 54 7.5 本章小结 .......................... 55 结论 .............. 56