随着近几年中国经济的高速发展，人民生活水平的日渐提高，闲暇时间的增多，人 们对体育活动的需求开始急剧增长。这种增长也呈现出一种多元化的趋势，不再局限于 原来的那些我国一直处于优势地位的传统项目。击剑作为一个具有悠久历史的古老竞技 项目，已经逐渐成为新兴的民众参与的体育项目。但是由于项目本身的技术含量很高， 不可能通过简单的自学就能掌握，所以击剑俱乐部就为想要学习这一项目的人们提供了 一个很好的平台。本文以击剑俱乐部为研究对象，通过制定商业计划书，对体育产业进 行详细的数据分析和周密的市场调研，依据体育相关行业的基础信息，对目前我国体育 行业的供给与需求状况、市场格局与分布等多方面进行分析，并紧密结合项目情况对体 育项目未来发展进行了研究。将项目潜力、商业模式、运营规划、财务预计等方面的内 容全面展示，为未来的发展提供有价值的参考和可行性方案。 关键词，击剑俱乐部； 商业模式；经营预测；营销策略II Abstract With the rapid development of China's economy in recent years, the improvement of people's living standards, the increase in leisure time, people's demand for sports began to grow rapidly. This growth is also showing a trend of diversification, is no longer confined to the original of our country has been in a dominant position in the traditional projects. As a long history of ancient sports, fencing has gradually become a new public participation in sports. However, due to the technical content of the project itself is very high, it is impossible to learn through simple self-study, so the Fencing Club for people who want to learn this project provides a good platform. The Fencing Club as the research object, through the development of business plans, detailed data analysis and thorough market research on the sports industry, based on the basic information of sports related industries, the current supply and demand situation, China's sports industry market structure and distribution and other aspects of analysis, and combining with the project a Study on the future development of sports. The potential of the project, business model, operational planning, financial projections and other aspects of a comprehensive display of future development to provide valuable reference and feasibility plan. Key words: fencing club ；business model ；business forecast；marketing strategyIII 目 录 第 1 章 绪论...........................................................................................................................1 1.1 研究背景....................................................................................................................1 1.2 研究内容....................................................................................................................1 1.3 研究方法....................................................................................................................2 第 2 章 WY 击剑俱乐部项目简介 ........................................................................................3 2.1 WY 击剑俱乐部组织结构 ........................................................................................3 2.2 WY 击剑俱乐部人员配备 ........................................................................................3 2.3 WY 击剑俱乐部业务流程 ........................................................................................4 2.4 WY 击剑俱乐部商业模式 ........................................................................................5 2.5 WY 击剑俱乐部发展历程 ........................................................................................6 第 3 章 WY 击剑俱乐部公司战略 ........................................................................................7 3.1 WY 击剑俱乐部发展战略 ........................................................................................7 3.1.1 WY 击剑俱乐部的优势分析..............................................................................7 3.1.2 WY 击剑俱乐部的劣势分析..............................................................................8 3.1.3 WY 击剑俱乐部的机会分析..............................................................................8 3.1.4 WY 击剑俱乐部的威胁分析..............................................................................8 3.1.5WY 击剑俱乐部的 SWOT 战略组合分析.........................................................9 3.2 WY 击剑俱乐部竞争战略 ......................................................................................11 3.2.1 供应商议价能力...............................................................................................11 3.2.2 购买者议价能力...............................................................................................11 3.2.3 新进入者的威胁...............................................................................................12 3.2.4 替代品的威胁...................................................................................................12 3.2.5 同行竞争者的威胁...........................................................................................12 3.3 WY 击剑俱乐部营销战略 ......................................................................................13 3.3.1WY 击剑俱乐部的市场细分 ............................................................................13 3.3.2WY 击剑俱乐部的目标市场选择 ....................................................................13 3.3.2WY 击剑俱乐部的市场定位 ............................................................................13 第 4 章 WY 击剑俱乐部市场分析 ......................................................................................15 4.1 市场调查..................................................................................................................15 4.2 问卷信度检验..........................................................................................................15IV 4.3 问卷效度检验..........................................................................................................16 4.4 探索式因子分析......................................................................................................17 4.5 描述性统计变量......................................................................................................18 4.6 回归分析..................................................................................................................19 第 5 章 WY 击剑俱乐部的财务状况 ..................................................................................22 5.1 偿债能力分析..........................................................................................................22 5.2 营运能力分析..........................................................................................................23 5.3 盈利能力分析..........................................................................................................23 5.4 成长能力分析..........................................................................................................24 5.5 财务分析小结..........................................................................................................24 第 6 章 WY 击剑俱乐部的风险分析与对策 ......................................................................25 6.1 风险识别..................................................................................................................25 6.2 风险评估..................................................................................................................26 6.3 风险对策..................................................................................................................26 6.4 WY 击剑俱乐部面临的问题 ..................................................................................26 第 7 章 结论及展望..............................................................................................................28