随着家长越来越热衷于优质教育资源的追逐，中小学教育培训市场如火如荼的发展 着，并且呈现出竞争越来越激烈的趋势。较低的办学门槛和较丰厚的利润，促使越来越 多的国内外投资机构将目光聚焦于中小学培训市场。武汉市场上目前培训机构数目众多， 同质化严重，具有明显区分度的中小学教育培训机构并不多，大多还是以中小型的教育 培训机构为主。 本人通过对武汉中小学课外培训市场的现状进行分析和研究，发现武汉中小学培训 行业普遍的专注度不够高，大多还是以 K12（中小学）群体为主，故拟成立一家专注于 初中生群体的培训中心，以此来构建自身的差异化竞争优势，走专业化的发展道路。本 项目将专注于初中生群体的理科文化课程辅导，希望在为顾客提供高质量服务的基础上 带来良好的经济效益和社会效益。 本文将借助在校期间所学的知识，以商业计划书的形式，从战略管理、营销管理、 人力资源管理及财务管理等方面，对拟投资的项目进行全面的规划和分析。首先，对本 项目的基本情况进行详细的介绍；其次，对本项目的宏观环境、行业环境、竞争环境进 行分析；然后，根据分析成果，结合本项目情况进行市场定位，并制定相应的营销策略； 最后，对项目进行较全面的财务分析，并对可能出现的风险做出分析，提出相应的对策。 通过一系列的分析和论证，得出本项目是可行的，具有良好的社会效益及经济效益，是 值得投资的。 关键词，教育培训；中学生；商业计划书II Abstract The parents are attaching more and more importance to their kid's education, thus the development of primary and secondary school education training market is in full swing, and the market competition is becoming intense day by day. The market has low barrier to enter and with lucrative profit rate, which has attracted an increasing number of domestic and international investment agencies. Wuhan has numerous training institutions which are seriously homogenous, and most of the institutions are medium and small sized. Based on the analysis and research on the present situation of the elementary and middle schools extracurricular training market in Wuhan, it is found that most of the training institutions have given priority to the in K12 (primary) group. Therefore, this project is going to set up a training center focused on junior middle school students groups with differential competitive advantage which will bring good economical and social benefits. This paper makes a comprehensive planning and analysis of the projects to be invested from the aspects of strategic management, marketing management, human resource management and financial management in the form of business plan in the course of the school. First of all, the basic situation of the project were introduced in detail; Secondly, the macro environment, the industry environment and the competitive environment of the project are analyzed. Then, according to the analysis results, the market positioning is carried out according to the situation of the project and the corresponding marketing strategy is formulated. Finally, a more comprehensive financial analysis of the project, and the possible risks to make an analysis, put forward the corresponding countermeasures. Through a series of analysis and demonstration, the project is feasible, with good social and economic benefits. Key words: Education and training; Middle school students; Business planIII 目 录 摘要.........................................................................................................................................I ABSTRACT ............................................................................................................................. II 目 录..................................................................................................................................... III 图表清单................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 选题背景及意义.............................................................................................................. 1 1.1.1 研究背景.................................................................................................................... 1 1.1.2 研究意义.................................................................................................................... 2 1.2 文献综述.......................................................................................................................... 2 1.2.1 国外中小学培训行业现状....................................................................................... 2 1.2.2 国内中小学培训行业现状....................................................................................... 3 1.2.3 关于商业计划书....................................................................................................... 6 1.3 研究目标、方法与路径.................................................................................................. 6 1.3.1 研究目标.................................................................................................................... 6 1.3.2 研究方法.................................................................................................................... 6 1.3.3 研究路径.................................................................................................................... 7 1.4 本章小结 .......................................................................................................................... 7 第二章 项目基本情况分析......................................................................................................8 2.1 项目背景 .......................................................................................................................... 8 2.2 项目简介.......................................................................................................................... 8 2.2.1 合伙人背景介绍........................................................................................................ 9 2.2.2 创业团队管理............................................................................................................ 9 2.3 项目选址 ........................................................................................................................ 11 2.4 项目教学服务系统 ........................................................................................................ 12 2.4.1 教师队伍的构成...................................................................................................... 12 2.4.2 教材的选用.............................................................................................................. 12IV 2.4.3 课程的设置.............................................................................................................. 13 2.5 项目战略规划 ................................................................................................................ 13 2.5.1 项目的使命及愿景................................................................................................. 13 2.5.2 项目发展规划......................................................................................................... 14 2.6 盈利模式........................................................................................................................ 14 2.7 本章小结........................................................................................................................ 15 第三章 项目环境分析............................................................................................................16 3.1 宏观环境分析................................................................................................................ 16 3.1.1 政治环境................................................................................................................. 16 3.1.2 经济环境................................................................................................................. 17 3.1.3 社会环境.....................................................................................................