随着国家低空管制开放政策逐步实施以及通航机场基础建设稳步进行，中国 通用航空近些年得到迅猛发展，通用航空产业下的公务机包机业务近几年也得到 井喷式增长，中国的公务机包机市场正在进入飞速发展期。与此同时，中国互联 网技术及应用空前繁荣，互联网与传统产业相结合的新产品，正在各行各业改变 我们的生活。 中国公务机包机行业目前的运作方式还比较传统，存在诸多问题阻碍了行业 的发展，本文提出“互联网+包机”模式的在线包机服务与平台解决方案，旨在 为客户提供一个更加开放、透明、标准化服务的包机平台，解决目前行业信息闭 塞、价格不透明、侵权事件频发的等问题，推动行业健康、快速发展。 本文首先对项目背景、项目价值、现有资源以及初步规划进行介绍，然后对 包机行业市场及目标客户进行分析，对国内外公务机包机行业市场规模、市场结 构以及行业发展情况进行综合分析，得出国内包机行业市场潜力巨大的结论。再 应用“波特五力模型”分析方法对行业竞争情况进行分析，并对包机行业各类竞 争者与项目竞争情况进行分析，再通过SWOT模型进行竞争优势分析，确定项目采 用增长型战略的发展方向。基于该战略选择，对项目提供的服务内容和在线服务 平台进行详细分析与说明。在市场营销层面，根据4P、4C理论对项目营销和服务 进行规划，结合发展战略及营销方案，制定出未来4年的销售目标。然后对项目 进行财务分析，得出项目所需投资500万元，项目投资回报率约为2.5年，4年期 净现值NPV约为520.26万元，内部收益率IRR为77%，说明项目值得投资。之后对 项目融资计划、工作计划以及资本推出等方面进行具体说明。本文最后对项目可 能面临的环境、市场以及财务风险进行分析，并制定相应的对策。通过本报告的 论证，本项目风险可控，收益可观，值得投资。 关键词：通航；公务机；在线包机MBA 学位报告 作者：褚晓民 深圳航者科技有限公在线包机项目商业计划书 II Abstract With rapid development in China's general aviation in recent years and roaring in navigation corporate jet charter business, there is progressive liberalisation in the national low latitude policy, the civil airport construction policy and people pay more attention to corporate jet industry. Therefore, there exists huge potential in China's corporate jet market. At the same time, the development of Internet technology and application are changing our lives in all walks of life, but the way of the current domestic corporate jet industry remains traditional, many problems are hindering the development of the industry. Based on this, this paper puts forward online charter flight service platform design plan of Internet + charter flight model to provide customers with a more open, transparent charter flight platform with standardized service, resolve some problems in the industry such as lack of information, opaque price, frequent violation of rights, and promote the healthy and rapid development of the industry. The paper first introduces the project background, project value, existing resources, and preliminary planning of “optimal charter flight”, describes the industry market and customers, then makes a comprehensive analysis on market size, market structure and industry development situation of charter flight both at home and abroad, comes to the conclusion that there is huge market potential in charter flight industry. Then based on “Porter's Five Forces Model”, the situation of industry competition is analyzed, countermeasures and solutions are given to solve various competitors and project competition in charter flight industry. Finally, through the analysis of SWOT, the development direction of growth-oriented strategy is decided for the optimal charter flight project. Based on the strategy, detailed analysis and description are made on the service content of the project and online service platform. In terms of marketing, marketing and service planning are made based on the theory of 4P and 4C, the marketing objective in the next four years are worked out combining with the development strategy and marketing plan. The organizational structure as well as the team size is decided by combining the company development strategy with service planning and marketing strategy. Finally, financial analysis is made on the project that the investment on the project requires RMB 5 million, the project return on investment is about 2.5 years, net present value for 4 years is about RMB 5.20 million, the internal rate of return is 77%, which proves that the project worths the investment. Then detailed description is made on the project financing plan, work plan and capital introduction. In the end, the paper makes analysis on the possible environment that the platformMBA 学位报告 作者：褚晓民 深圳航者科技有限公在线包机项目商业计划书 III may face in the future, the market and financial risk and formulates the corresponding countermeasures. Through the argument in this paper, a conclusion is reached that the project risk is controllable, the project profitable, worthing the investment. Key words: Navigation; Corporatejet; Chartered onlineMBA 学位报告 作者：褚晓民 深圳航者科技有限公在线包机项目商业计划书 IV 目录 一、绪论................................................................................................. 1 （一）研究背景与意义...............................................................................................1 （二）研究内容与研究方法......................................................................................3 （三）相关理论与概念界定......................................................................................6 二、项目介绍........................................................................................11 （一）项目简介.........................................................................................................11 （二）项目资源.........................................................................................................12 （三）项目发展思路.................................................................................................13 （四）项目组织及人员规划....................................................................................14 三、行业与市场分析............................................................................19 （一）目标市场概况.................................................................................................19 （二）市场环境分析.................................................................................................22 （三）政策环境分析.................................................................................................27 （四）行业环境分析.................................................................................................28 （五）战略分析与战略选择....................................................................................35 四、服务规划........................................................................................39 （一）服务内容规划.................................................................................................39 （二）服务平台规划.................................................................................................43 五、营销规划........................................................................................52 （一）营销策略.........................................................................................................52 （二）销售目标.........................................................................................................59 六、财务分析与融资计划....................................................................60 （一）财务分析.........................................................................................................60MBA 学位报告 作者：褚晓民 深圳航者科技有限公在线包机项目商业计划书 V （二）融资计划.........................................................................................................68 （三）工作计划.........................................................................................................70 （四）资本回报及退出计划....................................................................................71 七、风险管理........................................................................................72 （一）环境风险...................