I 摘要 我国己进入一个社会经济快速发展的转型期，随着生活和工作节奏的加快， 越来越多的人出现了各种心理不适症状。都市上班族和高校学生是最容易受到 影响和冲击的群体。 近几年，我国大学生的心理问题更加突出，焦虑、烦躁、自卑、封闭，甚 至过劳死、自杀的现象屡屡发生。现存的排压方法或者不健康、或者缺乏专业 性引导、或者价格昂贵，很难满足市场需求。 “情绪缓解服务站”是通过与企业、高校联办的方式，争取 NPI、NGO 组 织的合作，对高压力人群提供特色性的空间体验和畅谈服务，即引用先进的室 内特色空间设计装饰，提供各种参与性的情感感悟、体验性的空间效果经历、 畅谈性的心情交流服务，平等、有针对性地对顾客各类压力、情绪进行指导， 以便及时心理干预，让顾客在午休、餐后、休息日的短暂时间内恢复正常的心 态来面对学习工作生活。 项目集社会价值和经济价值为一体，在实现社会效益的同时，创造巨大的 经济效益，维持项目的长期可持续运营。 关键词， 心理问题 情绪缓解 空间体验 投资分析Abstract II Abstract China has entered a new era with rapid economic development and changes, the pace of life and work become faster, more and more people appeared in a variety of psychological symptoms. City office workers and college students are the group which is most vulnerable to the influence. In recent years, the psychological problems of the college students become more prominent, anxiety, irritability, low self-esteem, closed, even death from overwork and suicide occurred often. The existing methods of decompression are neither unhealthy, lack of professional guidance nor expensive, difficult to meet market demand. Through the cooperation of universities and companies, and the help of NPI and NGO, we build the Emotional relief service station, through which we provide people with high pressure a unique experience and talk service .We use advanced space design in the indoor decoration, provide a variety of participatory emotional perception, help them to experience the effects of spatial experience and communication services. Then we give some useful emotional guidance to different kinds of customers, help them to face the normal study and work life after dinner and weekend by our timely psychological intervention. This program can combine social value and economic value as a whole, it can create huge economic benefits to maintain the project's long-term sustainable operations, and also it can achieve some social benefit at the same time. Keywords: psychological problem emotional relief unique experience investment analysis目 录 III 目 录 第 1 章 项目背景 ......................................................................................1 1.1 心理健康状况研究现状 .................................................................1 1.1.1 心理压力来源分析 ................................................................1 1.1.2 心理健康现状 ........................................................................1 1.1.3 缓解心理压力的有效措施 .....................................................3 第 2 章 项目概况 ......................................................................................5 2.1 项目介绍 .......................................................................................5 2.2 项目特色 .......................................................................................5 2.3 核心价值观....................................................................................6 2.4 项目优势 .......................................................................................6 2.5 发展战略 .......................................................................................7 第 3 章 市场分析 ......................................................................................8 3.1 市场特征 .......................................................................................8 3.1.1 客户集中程度高 ....................................................................8 3.1.2 专业化程度低 ........................................................................8 3.1.3 前景广阔 ...............................................................................8 3.2 市场容量 .......................................................................................9 3.3 市场细分 .....................................................................................10 3.3.1 相关已开发的市场 ..............................................................10 3.3.2 尚未开发的市场 ..................................................................11 第 4 章 竞争分析 ....................................................................................13 4.1 潜在的竞争分析 ..........................................................................13 4.2 现有的竞争分析 ..........................................................................15 4.2.1 价格 .....................................................................................16 4.2.2 渠道 .....................................................................................16 4.2.3 产品/服务质量 .....................................................................16 4.2.4 品牌 .....................................................................................16 4.3 替代品分析..................................................................................16目 录 IV 4.4 顾客议价能力 ..............................................................................17 4.5 合作方议价能力 ..........................................................................18 4.6 心理健康服务行业的成功关键因素 ............................................18 第 5 章 营销战略 ....................................................................................20 5.1 客户消费偏好分析 ......................................................................20 5.1.1 前期调查 .............................................................................20 5.1.2 调查结果分析 ......................................................................22 5.2 产品组合策略 ..............................................................................24 5.3 价格策略 .....................................................................................27 5.3.1 会员卡制 .............................................................................27 5.3.2 单次消费 .............................................................................28 5.4 品牌策略 .....................................................................................28 5.5 宣传策略 .....................................................................................29 5.6 销售策略 .....................................................................................30 5.6.1 分销策略 .............................................................................30 5.6.2 促销策略 .............................................................................30 5.6.3 短期集中培训 ......................................................................30 第 6 章 管理体系 ....................................................................................31 6.1 管理理念 .....................................................................................31 6.2 生产运营管理 ..............................................................................31 6.2.1 物资管理 .............................................................................31 6.2.2 人员管理 .............................................................................31 6.2.3 合作伙伴的权力与义务 .......................................................32 6.3 关注服务和可持续性研发 ...........................................................33 6.4 关注雇员 .....................................................................................33 第 7 章 融资计划与资金运用..................................................................35 7.1 投资预测 .....................................................................................35 7.2 公司未来三年投资计划 ...............................................................36 7.3 公司未来三年资金来源 ...............................................................38 7.4 资金退出机制 .......................................