赢在中考课外培训商业计划书

发布时间：2019-04-22 15:36

【摘要】：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。
[Abstract]:Due to the pursuit of superior teaching resources by parents, the pressure of primary and secondary school students to enter school is still very heavy. In order to gain or maintain a comparative advantage, most parents choose to "add meals" to their children and become a trend, with primary and secondary school students going in and out of various training courses every weekend. In cities, extracurricular training seems to be a trend, so there are plenty of students in the extracurricular training market. The number of training institutions in Guangzhou city is numerous, but generally belong to the same pattern, homogeneous management, too much attention to short-term benefits, positioning, blindly follow the trend, and so on, there is no obvious distinction in terms of service items. After investigation, these training institutions provide a wide range of training programs to a wide range of training targets. The wider the scope of business involved, the more likely they are to lose their competitive position in market competition, and their competitiveness is not strong and their characteristics are not obvious. Without forming their own core competitiveness and brand, most educational and training institutions are in a weak competitive position. With the abolition of the junior high school examination policy, the importance of the secondary school entrance examination has been raised to a higher level. If there are a number of specialized and targeted extra-curricular training centers for junior high school students in the market, the operation of specialization will be carried out. Build up your core competence. The goal is to build a core curriculum with its own differentiated characteristics through this market segment to attract training objects and take the direction of professional development, so that we decide to set up an extra-curricular training project to win in the middle school entrance examination. In the form of business plan, combined with the theoretical knowledge of strategy, marketing, operation, human resources and finance, this paper makes a comprehensive planning of the extra-curricular training project of the proposed investment in the middle school entrance examination. First of all, the detailed external and internal environment analysis, market opportunity analysis, competitive analysis and SWOT analysis; Secondly, according to the conclusion of the analysis, the market positioning of the project, and the formulation of 4P marketing strategy for brand promotion, and then the project operational planning; Finally, it makes a comprehensive financial analysis of the project, and makes an analysis of the possible risks, and puts forward preventive measures. Through the above analysis, it is concluded that the construction of this project is feasible, with good social and economic benefits.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G522.72

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