伴随着全球化以及中国的经济转型，如何科学高效地管理企业格外受到关注，借助 互联网和大众媒体传播管理学知识无疑是一种便捷的手段。本文关注于创办一个有关企 业管理的融媒体项目，运用战略管理、人力资源管理、营销管理、财务管理等一系列理 论方法进行分析，得出创办该融媒体项目适应市场需求，能够短期实现盈利并高速成长 的结论。 本计划书通过对当前内容创业的内外部环境分析发现，在“大众创业 万众创新” 的时代，企业家精神备受推崇，人们对管理类内容的需求日益旺盛；新媒体技术蓬勃发 展，从内容切入社群经济的条件日趋成熟。而该项目的创始人之一为华南理工大学的 L 教授，其从事企业管理教学与企业战略咨询多年，具备扎实的理论基础、丰富的实战经 验及广泛的人脉资源，保证该创业团队拥有核心能力，能够快速填补管理类优质视频内 容的匮乏。随后，本文对该项目的具体运作方式进行了阐述，对人力资源需求情况和组 织架构进行了规划，并设计了与之匹配的关键管理机制，涉及考核、激励、晋升等，保 证项目的顺利运作。最后，通过财务收入预测与盈利能力分析，论证了该项目可快速实 现盈利，且能保持较高的增长速度。另外还对该项目当中可能存在的一些风险进行了提 示，并给出了相应对策。 希望该项目能抓住互联网内容创业的风口，输出独到内容、聚集优质用户、探索从 线上到线下价值链的延伸。在构建自身品牌的同时，为中国的企业管理步入科学化、规 范化的轨道贡献智慧。 关键词，企业管理 融媒体 商业计划书 内容创业II Abstract With the globalization and China's economic transformation, how to effectively manage the enterprise is more concerned, with the help of the Internet and mass media communication management knowledge is a convenient means. This paper focuses on the establishment of a financial media project related to enterprise management.By using a series of theoretical methods of strategic management, human resource management, marketing management, financial management, etc. to analyse,it can get the conclusion that the project can meet market demand , it is possible to achieve short-term profitability and rapid growth. By analysing the internal and external business environment, the plan finds that in the era of Popular entrepreneurship and innovation ,the entrepreneurial spirit is admired and the demand for management knowledge is increasing;new media technologies flourish,and it is possible for content producers to enter into community economic. The human resources and core competencies of this project,help it quickly fill the lack of high quality video content about management. Subsequently, this paper described the mode of operation of the project, planned human resource needs and organizational structure, and designed the key management mechanism, involving evaluation, motivation, promotion, etc., to ensure the smooth operation of the project. Finally, financial income projections and profitability analysis demonstrate the project can quickly achieve profitability, and can maintain a high growth rate. Also some of the risks that may exist among the projects were prompt, and the corresponding countermeasures were given. The project hopes to seize the Internet content business opportunity, output original content, gather high-quality users, and explore online to offline value chain. It wants to build its own brand, as well as contribute its wisdom to the Chinese enterprise management. Keywords: Business management/Multimedia/Business plan/Content ventureIII 目 录 摘要...........................................................................................................................................I Abstract.....................................................................................................................................II 第一章 绪论.............................................................................................................................. 1 1.1 选题的背景和意义..........................................................................................................1 1.2 文献综述..........................................................................................................................2 1.2.1 内容创业相关的文献综述........................................................................................2 1.2.2 商业计划书相关的文献综述....................................................................................2 1.2.3 管理理论相关的文献综述........................................................................................2 1.3 研究方法及内容..............................................................................................................3 1.3.1 主要研究方法............................................................................................................3 1.3.2 相关研究内容............................................................................................................4 第二章 项目介绍...................................................................................................................... 5 2.1 视频节目..........................................................................................................................5 2.2 微信公众号......................................................................................................................6 2.3 O2O 业务（线上到线下）..............................................................................................7 2.4 核心团队..........................................................................................................................8 2.4.1 项目负责人兼节目主持人，L 教授........................................................................8 2.4.2 视频节目及微信公号运营者，L 教授的学生........................................................9 2.4.3 融媒体项目的专家库，L 教授的同事和企业家朋友............................................9 2.5 公司介绍........................................................................................................................10 2.6 本章小结........................................................................................................................10 第三章 内外部环境分析.........................................................................................................11 3.1 内部资源与能力分析....................................................................................................11 3.1.1 人力资源..................................................................................................................11 3.1.2 社会资源（人脉资源）..........................................................................................12 3.1.3 研发能力..................................................................................................................12 3.2 外部环境分析................................................................................................................12 3.2.1 宏观环境分析..........................................................................................................12 3.2.2 行业分析..................................................................................................................15IV 3.2.3 市场需求分析..........................................................................................................17 3.3 本章小结........................................................................................................................18 第四章 战略定位与目标市场选择........................................................................................20 4.1 项目战略........................................................................................................................20 4.1.1 SWOT 分析..............................................................................................................20 4.1.2 总体战略规划..........................................................................................................21 4.1.3 竞争战略..................................................................................................................24 4.2 目标市场选择................................................................................................................22 4.2.1 市场细分.........