婴幼儿时期是人类个体成长发育的关键时期，是人生整个教育的起点。在此阶段， 婴幼儿的神经系统发育最快，智力、体力、心理能力的可塑性最强，因此促进儿童健康 成长的关键在于，在合适的时机给予婴幼儿最丰富、良性、多样的刺激，充分激发其各 方面的敏感性，使其得以全面、健康、快速成长。 当前中国每年有超过 3000 万婴儿出生，城市中 0-3 岁的婴幼儿人数已达 1100 万。 中国城市儿童消费在家庭总支出中占比已超过 33%。然而当前早期教育市场存在产品效 果低、过度宣传、过度竞争、功利性太强、管理缺失等诸多问题。其中，电子类早教产 品市场互相仿制、功能单一、质量低下等问题同样存在。因此，本计划书旨在为中国家 庭提供一种具有可拓展性、高互动性、个性化、社区化等特色的早教服务，不仅提高早 教电子产品的功能和品质，更通过配套软件商店和学习社区带来了更丰富的延展性和内 涵。 该商业计划书对早期教育电子产品市场进行 PEST 外部环境分析、行业内部竞争环 境分析，借助调查问卷及访谈的形式深入了解顾客真实需求，并对项目本身进行 SWOT 分析。在此基础上，本文研究了智能早期教育项目的业务范围和运营模式，确立了以智 能早教终端为载体，依托应用软件商店实现更新与推送，并通过学习社区实现用户交流 共享的运作模式，通过产品细分、服务优化，实现产品和服务差异化。通过对目标市场 进行年龄、行为、对象、地域细分，本文确立了 1-7 岁学前儿童为目标顾客，立足于珠 三角市场，既面向学前儿童家庭，也面向早起教育机构。本商业计划从产品、定价、渠 道、促销等四个方面分别制定了营销策略，对项目财务状况及盈利能力进行合理预测， 并对项目风险进行细分、识别、预警。最后得出结论，本商业计划具有较强的盈利能力 和成长性。 关键词，智能化；早期教育；教育类电子产品；商业计划书II Abstract Infancy is a critical period of growth and development of the human individual, also the starting point of the entire educational life. At this stage, the infant's nervous system is in rapidly developing, the plasticity of intellectual, physical, mental ability is during the strongest period, so the key to promote a healthy development of children is to give them the most abundant, positive and diverse stimuli at the right time. Through fully stimulating all aspects of children’s sensitivity, the result is to make them grow comprehensively, healthily and rapidly. Currently there are more than 30 million babies born in China each year. The number of 0-3 years infants has reached 11 million in urban areas. In city, the expenditure spent on children has accounted for more than 33% in total consumption of households. However, there are so many problems in the present early education market, such as low product performance, over-hyped, over-competitive, too utilitarian, lacking of management. Besides, mutual imitation, too single function, low quality and other issues also exist in the electronic early education market. Therefore, our business plan is to provide an early childhood service with scalability, highly interactivity, personality and community for Chinese families. We aim to not only improve the functionality and quality of early childhood electronic products, but also bring the richer ductility and content by supporting software stores and learning communities. The business plan make a PEST analysis of the external environment and an analysis of the competitive environment within the industry for early education electronics market. We use questionnaires and interviews to understand customer's needs in-depth, we also make a SWOT analysis. On this basis, the paper studies the operating model of intelligent early education programs, establishes the model that using early childhood intelligent terminals as the carrier, relying on the App Store to achieve renewal and updated, reaching the exchange and sharing through learning communities. We make the product and service differentiation by product segments and service optimization. Through the segmentation of age, behavior, objects and geographical, this paper established pre-school children 1-7 years old for the target customers, based on the PRD market, both for pre-school children's families, but also for early educational institutions. The business plan make marketing strategies for four aspects: the product, pricing, channels and promotions. We make a reasonable prediction of the project's financial position and profitability, also make the segmentation, identification and warning of the risks. Finally the paper comes an conclusion: the business plan has strongIII profitability and growth. Key words， Intelligence; Early Education; Electronic Learning Products; Business PlanIV 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 目 录........................................................................................................................................IV 图表清单...............................................................................................................................VIII 第一章 绪论............................................................................................................................1 1.1 选题背景和意义.............................................................................................................. 1 1.2 文献综述.......................................................................................................................... 1 1.3 研究目标和研究方法...................................................................................................... 3 1.3.1 研究目标................................................................................................................... 3 1.3.2 研究方法................................................................................................................... 3 1.4 结构安排.......................................................................................................................... 4 第二章 市场环境分析............................................................................................................5 2.1 宏观环境分析.................................................................................................................. 5 2.1.1 政治环境................................................................................................................... 5 2.1.2 经济环境................................................................................................................... 6 2.1.3 社会环境................................................................................................................... 6 2.1.4 技术环境................................................................................................................... 7 2.2 行业环境分析.................................................................................................................. 8 2.2.1 新进入者的威胁....................................................................................................... 8 2.2.2 替代品的威胁........................................................................................................... 8 2.2.3 供应商的议价能力................................................................................................... 9 2.2.4 顾客的议价能力..................................................................................................... 10 2.2.5 现有竞争者的分析................................................................................................. 10 2.3 竞争分析........................................................................................................................ 10 2.4 顾客分析........................................................................................................................ 12 2.4.1 调查问卷................................................................................................................. 12 2.4.2 深入访谈................................................................................................................. 19 2.5 SW