随着“双创”战略、“一带一路”战略、“供给侧改革”等国家战略及政策的推进实施， 以及在当前中国经济步入新常态的宏观经济背景下，企业发展在充满机遇的同时，也 面临着转型升级压力、市场竞争日益激烈、融资渠道狭窄等严峻形势。而大量的创业 企业及中小企业失败案例告诉我们企业的经营者和管理者仅依靠企业自身的力量是 难以解决在企业发展过程中可能出现的各种难题。在此背景下， 首先提出项目初期充分发挥合作方资源优势发展和稳固商学培训业务，初步 建立项目的商学培训品牌。其次，利用国际财务管理师职业资格培训资质在已有商学 培训业务基础上开拓企业财务管理咨询业务板块。最后，在面向企业、政府及其他机 构开展商学与咨询服务的过程中，挖掘项目合作机会，为客户提供资本运作服务，重 点将以私募基金和地方交易场所形式为客户提供融资服务，以构建“商学+咨询+资本” 三位一体的资智综合服务平台。以 XX 集团 GH 商学院为研究对象，通过商业计 划书形式，具体阐述“GH 商学”资智综合服务平台的建设、运作，从商业模式、企业 战略管理、市场分析、营销管理、融资计划等角度研究出一种切实可行的商业计划， 从外部引入先进的企业管理思想、咨询专家及资本，帮助创业企业及中小企业解决其 在经营过程中可能面临的困境和问题，并通过持续的商学培训及财务管理咨询业务服 务培养企业经营者和管理者的资本运作意识和对平台的信任度，最终实现优质创业企 业及项目与平台的对接。 当前 GH 商学处于发展初期，本商业计划书写作的直接目的是为了对 GH 商学的 商业模式及未来发展战略进行梳理与规划，作为 GH 商学未来一段时期内的行动与原 则指导文件以及为企业管理者和投资者提供决策依据。同时为商学培训行业在服务优 化、业务拓展、企业转型方面提供一些新的发展思路。其次，通过本商业计划书的写 作，回顾和强化本人在攻读 EMBA 时所学课程与理论知识，并学会运用理论指导实 践工作。 关键词：商业计划书；商学；财务咨询；资本西南交通大学硕士研究生学位 第 II 页 Abstract With the implementation of national strategies and policies such as the “Dual Innovation” strategy, “One Belt and One Road” strategy, “Supply-side Reform”, and the macroeconomic background of the current Chinese economy entering a new normal, corporate development is full of opportunities. It is also facing the severe situation of pressure for transformation and upgrading, increasingly fierce market competition and narrow financing channels. The failure of a large number of startup companies and small and medium-sized enterprises tells us that managers and managers of enterprises rely only on their own strength to solve various problems that may arise in the course of enterprise development. In this context, The paper first proposed the project to give full play to the advantage of the resources of the partners to develop and stabilize the business training business, and initially establish the business training brand of the project. Second, the use of international financial management professional qualification training qualifications in the existing business training based on the development of corporate financial management consulting business sector. Finally, in the process of conducting business and consulting services for companies, governments, and other organizations, the company explores project cooperation opportunities, provides capital operation services for customers, and focuses on providing financing services to customers in the form of private equity funds and local trading venues. Business + Consulting + Capital Trinity's integrated intelligence service platform. Taking the GH Business School of XX Group as the research object, the paper elaborates the construction and operation of the GH Business Intelligence Knowledge Service Platform in the form of a business plan, from the business model, enterprise strategic management, and market analysis. From the angle of marketing management and financing plans, we have developed a practical business plan and introduced advanced corporate management ideas, consulting experts and capital from outside to help startups and SMEs solve their difficulties and problems in the business process. Through continuous business training and financial management consulting business services, we will raise awareness of the capital operation of corporate managers and managers and the trust of the platform, and ultimately achieve the interconnection of high-quality venture companies and projects and platforms. At present, GH Business Studies is in the early stage of development. The direct purpose of this business plan writing is to sort out and plan the business model and future development strategy of GH Business, to act as a guideline for actions and principles of GH Business for a period of time in the future, and for corporate managers. And investors provide decision basis. At the same time, the business training industry provides some new西南交通大学硕士研究生学位 第 III 页 development ideas in service optimization, business development, and enterprise transformation. Secondly, through the writing of this business plan, I reviewed and strengthened the curriculum and theoretical knowledge I had learned while studying for the EMBA, and learned to use theory to guide practice. Keywords: business plan,business school,financial consulting,Capital西南交通大学硕士研究生学位 第 IV 页 目 录 第 1 章 绪论.... 1 1.1 研究背景及意义 .. 1 1.2 文献综述 .. 2 1.2.1 商业计划书 2 1.2.2 战略管理 .... 2 1.2.3 营销管理 .... 3 1.2.4 商业模式 .... 4 1.3 研究方法及研究内容 4 1.3.1 研究方法 .... 4 1.3.2 研究内容 .... 4 第 2 章 项目概况.. 6 2.1 项目概述 .. 6 2.2 项目投资主体 7 2.3 项目投资与运作期限 7 2.4 项目营运模式 .... 10 2.5 项目商业模式 .... 12 2.6 项目运营团队 .... 13 2.7 项目优势 14 2.8 本章小结 14 第 3 章 项目环境分析与战略选择.. 15 3.1 宏观环境分析 .... 15 3.1.1 政策/法律因素（Political） . 15 3.1.2 经济因素（Economic）.. 18 3.1.3 社会文化因素（Social） 19 3.1.4 技术因素（Technological） . 19 3.2 行业环境分析 .... 19 3.3 内部环境分析 .... 21 3.4 SWOT 分析及战略选择. 22 3.5 本章小结 23 第 4 章 市场定位与营销策略.... 24西南交通大学硕士研究生学位 第 V 页 4.1 市场定位 24 4.1.1 市场细分 .. 24 4.1.2 目标市场选择 25 4.1.3 市场定位 .. 25 4.2 营销目标 25 4.3 营销策略 26 4.3.1 产品策略 .. 27 4.3.2 价格策略 .. 28 4.3.3 渠道策略 .. 28 4.3.4 促销策略 .. 29 4.3.5 网络整合营销策略 .... 29 4.4 本章小结 30 第 5 章 项目运作 31 5.1 组织架构 31 5.2 人员配置 33 5.3 营运管理 34 5.3.1 发展理念 .. 34 5.3.2 绩效考核 .. 35 5.4 本章小结 35 第 6 章 财务分析与风险管理.... 36 6.1 投入资金估算 .... 36 6.2 收入及费用支出估算 .... 37 6.2.1 环境假设与财务假设 37 6.2.2 收益预估 .. 37 6.2.3 成本及费用预估 .. 38 6.3 利润表及现金流量表预估 .. 38 6.3.1 利润表 39 6.3.2 现金流量表 .... 40 6.3.3 财务指标分析 40 6.3.4 投资决策分析 41 6.4 项目风险分析与管理 .... 42 6.4.1 项目一般风险 42 6.4.2 项目特殊风险 43西南交通大学硕士研究生学位 第 VI 页 6.5 本章小结 44 结 论 45 致 谢 46