IHEALTH公司健身合约商业计划书
发布时间：2018-11-27 17:39
【摘要】：随着人民生活水平的提高以及生活压力的加大,人民群众对于健身消费的需求剧烈膨胀。据统计,中国已成为世界上最大的商业健身休闲市场,现代都市人群对于健身的需求呈现越来越大的趋势。然而,由于缺乏执行力、动力不足等原因,真正进入到健身房去锻炼身体的人群仅为少数。2010年底,美国华裔创业家张怡芳创新性的提出了合约健身的模式,即通过合约的方式执行健身,消费者按照合约规定进行健身则不会产生健身费用,如果消费者违背了合约规定的健身时间和次数,公司将会收取罚款。2011年,健身合约的概念被引入中国,但目前还没有广泛兴起,仅有个别网站进行初步尝试,市场竞争小并且市场前景广阔。 本论文从目前健身市场的情况出发,结合该项目的项目背景,从内外部环境分析,到战略规划、项目模式、运营规划、市场推广、财务分析以及风险控制等几个方面作了全方位的分析,讨论了该创业项目的可行性： 第一部分首先简单阐述该创业计划的概况。同时,运用了战略分析中的外部环境分析法做了健身市场以及合约健身市场的外部环境分析：包括宏观环境分析,行业分析,以及竞争分析。在竞争分析中,运用了波特五力模型分析和KSF分析法；在结合健身市场的外部环境和项目本身背景的基础上,运用核心竞争力分析法进行了该项目的内部环境分析。第二部分运用了战略规划、运作管理、市场营销等方面的理论知识,对项目的战略规划以及运营模式进行了分析,同时详细介绍了该项目的业务模式以及盈利模式。在市场推广中,运用营销推广以及网络营销等分析工具,针对该项目市场推广策略作了分析。第三部分进行了较为详细的财务预算以及资本模式的探讨,根据公司的运营收入以及未来的发展,预估了未来5年的资产负债表、利润表以及现金流量表,并运用了投资回收期法、净现值法以及内部收益率等财务分析方法。最后结合财务分析的基础陈述了该创业项目的资本模式。第四部分对该项目进行了风险分析和可行性分析,并就可能出现的风险总结出了风险控制措施,最后统一分析了该项目的可行性。 从全文来看,本文主要运用的研究方法包括演绎推理法,定性和定量分析相结合的分析方法,比较分析法,实证举例法,市场调研法等研究方法,并且运用了战略管理、市场营销、运营管理等研究理论和波特五力模型分析、SWOT分析、KSF分析等分析工具。 本论文写作的目的是为作者即将实施的创业项目做好思路的整理与创业工作的即将开展做好铺垫,同时通过该计划书来得到其它两位投资者的认可和支持。通过论文的综合分析和探讨,把内外部环境分析法、战略管理、运营管理以及市场营销等理论运用到了健身合约模式这种新颖的创业模式中,既深化了笔者对理论知识的认识,又为以后打算通过“合约模式”这种商业模式创业的创业者提供了有价值的理论参考。同时,合约健身模式的提出及推广无疑也是为其他领域的合约模式的推行提供先行的宝贵经验和参考模式。最后,通过理论上的分析,对该项目的可行性有了初步的认可,为下一阶段项目的实施起到较好的参考。但是,由于目前本文创业项目的商业模式在国内还非常的新颖,正式运营同类型项目的网络公司全国只有一家,作对比分析相对比较困难。而且由于精力有限,市场调研的样本较小,搜集相关数据也较困难,有些数据较为陈旧,因此分析结果不免有误差。在参照同类型创业公司时,由于涉及到商业机密,很多运作数据无法得到,同样国内外的相关参考文献也相对有限,对本论文的研究起到了一定的影响。
[Abstract]:With the improvement of the people's living standard and the increase of living pressure, the people's demand for health-care consumption is greatly expanded. According to statistics, China has become the world's largest commercial fitness and leisure market. However, due to the lack of execution power and the lack of power, the people who are really going to the gym to exercise are only a few. At the end of 2010, the American-American entrepreneur, Zhang Yifang, put forward the model of the contract fitness, that is, the body-building is carried out in the form of a contract. In 2011, the concept of a fitness contract was introduced to China, but not yet widely, There are only individual websites to make a preliminary trial, the market competition is small, and the market prospect is wide. This paper, from the current situation of the fitness market, combines the project background of the project, from the internal and external environment analysis, to the strategic planning, the project model, the operation planning, the marketing, the financial analysis and the risk control, etc. The feasibility of the project is discussed. Sex: The first part is a simple elaboration of the business plan At the same time, the external environment analysis of the strategic analysis is used to analyze the external environment of the fitness market and the contract fitness market: including the macro environment analysis, the industry analysis, and the competition. In the competitive analysis, Porter's five-force model analysis and the KSF analysis method are used to analyze the internal ring of the project by using the core competitiveness analysis method based on the external environment of the fitness market and the background of the project. The second part uses the theoretical knowledge of strategic planning, operation management, marketing and so on, analyzes the strategic planning and operation mode of the project, and introduces the business model and the profit of the project in detail. Benefit mode. In the market promotion, the marketing promotion and the network marketing and other analysis tools are applied to the marketing strategy of the project. The third part makes a detailed financial budget and the exploration of the capital model. According to the operating income of the company and the future development, the balance sheet, the profit statement and the cash flow statement of the next five years are estimated, and the investment return is used The financial points such as the method of receiving, the net present value, and the internal rate of return Finally, based on the financial analysis, the capital of the venture project is stated. This mode. The fourth section carries out the risk analysis and the feasibility analysis of the project, and summarizes the risk control measures on the possible risks, and finally, the project is unified and analyzed. The main research methods used in this paper include deductive reasoning, qualitative and quantitative analysis, comparative analysis, positive example method, market research and other research methods, and applied the strategic management. Research Theory and Porter's Five-Force Model Analysis, SWOT Analysis and KSF Analysis of Marketing and Operation Management The purpose of this paper is to lay the groundwork for the preparation and start-up of the start-up project to be implemented by the author, and the other two investments will be obtained through the proposal Through the comprehensive analysis and discussion of the paper, the author applies the theory of internal and external environment analysis, strategy management, operation management and marketing to the new business model, which not only deepens the author's opinion, The knowledge of the theoretical knowledge is also provided by the entrepreneurs who intend to start business through the 鈥渃ontract mode鈥，
本文编号：2361570
[Abstract]:With the improvement of the people's living standard and the increase of living pressure, the people's demand for health-care consumption is greatly expanded. According to statistics, China has become the world's largest commercial fitness and leisure market. However, due to the lack of execution power and the lack of power, the people who are really going to the gym to exercise are only a few. At the end of 2010, the American-American entrepreneur, Zhang Yifang, put forward the model of the contract fitness, that is, the body-building is carried out in the form of a contract. In 2011, the concept of a fitness contract was introduced to China, but not yet widely, There are only individual websites to make a preliminary trial, the market competition is small, and the market prospect is wide. This paper, from the current situation of the fitness market, combines the project background of the project, from the internal and external environment analysis, to the strategic planning, the project model, the operation planning, the marketing, the financial analysis and the risk control, etc. The feasibility of the project is discussed. Sex: The first part is a simple elaboration of the business plan At the same time, the external environment analysis of the strategic analysis is used to analyze the external environment of the fitness market and the contract fitness market: including the macro environment analysis, the industry analysis, and the competition. In the competitive analysis, Porter's five-force model analysis and the KSF analysis method are used to analyze the internal ring of the project by using the core competitiveness analysis method based on the external environment of the fitness market and the background of the project. The second part uses the theoretical knowledge of strategic planning, operation management, marketing and so on, analyzes the strategic planning and operation mode of the project, and introduces the business model and the profit of the project in detail. Benefit mode. In the market promotion, the marketing promotion and the network marketing and other analysis tools are applied to the marketing strategy of the project. The third part makes a detailed financial budget and the exploration of the capital model. According to the operating income of the company and the future development, the balance sheet, the profit statement and the cash flow statement of the next five years are estimated, and the investment return is used The financial points such as the method of receiving, the net present value, and the internal rate of return Finally, based on the financial analysis, the capital of the venture project is stated. This mode. The fourth section carries out the risk analysis and the feasibility analysis of the project, and summarizes the risk control measures on the possible risks, and finally, the project is unified and analyzed. The main research methods used in this paper include deductive reasoning, qualitative and quantitative analysis, comparative analysis, positive example method, market research and other research methods, and applied the strategic management. Research Theory and Porter's Five-Force Model Analysis, SWOT Analysis and KSF Analysis of Marketing and Operation Management The purpose of this paper is to lay the groundwork for the preparation and start-up of the start-up project to be implemented by the author, and the other two investments will be obtained through the proposal Through the comprehensive analysis and discussion of the paper, the author applies the theory of internal and external environment analysis, strategy management, operation management and marketing to the new business model, which not only deepens the author's opinion, The knowledge of the theoretical knowledge is also provided by the entrepreneurs who intend to start business through the 鈥渃ontract mode鈥，
本文编号：2361570
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