中小学课外培训行业拥有诱人的市场规模和巨大的发展空间。但现阶段该市 场出现的种类繁多的教育机构和教育产品却无法满足消费者需求，各教育机构也 纷纷出现了发展瓶颈。在此背景下，本人拟成立一家以中学课外辅导为目标市场， 以互联网为教学工具和辅助教学手段，并深入到各社区的教育培训公司。通过设 计创新的商业模式，教育模式，以最大程度的解决家长和学生们存在的痛点问题。 文章结合现代企业管理理论，运用 PEST 分析模型分析兰州地区教育培训行 业的宏观环境；运用波特五力模型分析行业竞争环境；运用 SWOT 模型分析本公 司竞争优势，并确定发展战略；运用 STP 市场定位理论确定本机构目标市场，以 及在目标市场中的定位；运用 7PS 等营销理论制定本公司组合化营销策略；运用 人力资源管理理论，从师资稳定的角度制定本公司绩效考核，薪酬制度等人力制 度；从投入产出的角度运用财务预测理论对本机构的成本，利润，所需资金等进 行预测，并通过财务评价法对该项目的可行性进行财务评估,同时也对投资者权 益，风险资本的退出方式进行了说明；最后对项目可能存在的风险进行分析并制 定对策。本人希望该商业计划书能为公司提供行动指南并尽可能的为投资者提供 一份量化的可行性报告，提高融资成功率。 关键词：中小学教育培训；社区化；互联网；商业计划书MBA 学位报告 作者：岳兴 大学问教育培训项目商业计划书 II Abstract The extra-curricular training industry in primary and secondary schools has a big market size and huge room for development. However, at present, there are a wide variety of educational institutions and educational products in the market that cannot meet the needs of consumers. All educational institutions have also developed bottlenecks. In this context, I intend to set up a company deeping into communities with the secondary tutoring as the target market, the Internet as a teaching tool and supporting teaching method. By designing innovative business models and educational models to solve the pain points of parents and students as far as possible. In the paper, I use the PEST analysis model to analyze the macro-environment of the education and training industry in Lanzhou, analyze the competitive environment of the industry with the Porter five forces model, analyze the competitive advantage of the company using the SWOT model, and determine the development strategy; use the STP, the market positioning theory，to determines the target market of the organization and its positioning in the target market; uses 7PS and other marketing theories to formulate the company's combined marketing strategy; using the theory of human resources management, formulate the company’s performance appraisal, salary system and other human resources systems from the perspective of teacher stability;use financial forecasting theory to predict the cost, profit and required funds of the organization from the perspective of input and output,using financial evaluation method to evaluate the feasibility of the project .At the same time, it also explains the rights and interests of investors and the exit method of venture capital. In the end, it analyzes the possible risks of the project and formulates countermeasures. I hope that the business plan can provide guidance for the company and provide investors with a quantitative feasibility report as much as possible to increase the success rate of financing. Keywords: primary and secondary education training ; Internet ; Community ; business planMBA 学位报告 作者：岳兴 大学问教育培训项目商业计划书 III 目录 中文摘要...............................................................................................I Abstract..............................................................................................II 一、绪论..............................................................................................1 （一）选题背景与意义................................................................................1 （二）文献综述............................................................................................2 （三）研究内容与方法工具........................................................................4 （四）本章小结............................................................................................8 二、市场环境与行业竞争分析.........................................................9 （一）市场需求分析....................................................................................9 （二）基于 PEST 模型的市场宏观环境分析.............................................9 （三）基于波特五力模型的竞争环境分析..............................................16 （四）基于 SWOT 模型的公司竞争战略选择.........................................19 （五）本章小结..........................................................................................21 三、公司概况与发展规划...............................................................22 （一）公司简介..........................................................................................22 （二）公司商标及广告语..........................................................................23 （三）公司经营思路..................................................................................24 （四）项目优势..........................................................................................26 （五）公司发展目标及战略规划..............................................................26 （六）公司初创期融资计划及合作方式..................................................27 （七）本章小结..........................................................................................27 四、市场定位与营销策略...............................................................28 （一）现代市场营销理论..........................................................................28 （二） STP 市场定位..............................................................................28 （三）营销组合策略..................................................................................31MBA 学位报告 作者：岳兴 大学问教育培训项目商业计划书 IV （四）本章小结..........................................................................................40 五、组织结构与人力资源管理.......................................................41 （一）企业组织结构及职能......................................................................41 （二）师资力量保障体系..........................................................................42 （三）绩效薪酬制度与激励机制..............................................................44 （四）本章小结..........................................................................................45 六、财务预算与分析.......................................................................46 （一）融资计划及投资者权益..................................................................46 （二）财务预测..........................................................................................48 （三）财务评价..........................................................................................53 （四）本章小结..........................................................................................54 七、风险管理................................................................................... 56 （一）政策风险及对策..............................................................................56 （二）市场风险及对策..............................................................................56 （三）经营风险及对策..............................................................................57 （四）财务风险及对策..............................................................................58 （五）本章小结..........................................................................................59 八、总结........................................................................................... 60 （一）本项目拥有创新的教育模式及商业模式......................................60 （二）行业市场前景广阔本项目具有很高的经济社会效益..................60 （三）本项目整体风险可控......................................................................60 （四）本项目现实可行且值得投资..........................................................60