伴随着国家计划生育政策的逐步改革，从“单独二孩”到“全面二孩”的政策放开，新 生儿童出生率在 2015 年已呈大幅度提升，并持稳定上升的趋势。新生儿的稳定增长， 奠定了中国儿童教育市场坚实的消费客群。随着人们生活水平的提高，人们的教育观念 日益增强，据国家统计局的数字显示，我国 80%的家庭，儿童的支出占家庭总支出的 30%—50%，其中儿童教育支出占儿童支出的 1/2，儿童美术教育作为儿童教育的一类很 受家长和儿童的喜爱，同时在孩子成长的过程中也起着相当重要的作用。因此发现儿童 美术教育行业存在巨大的市场发展空间和机遇。 基于以上分析我们拟成立一家以幼儿美术为主要方向，手工艺品为辅的儿童美术教 育培训机构，并建立自己的品牌文化及形象，逐步实现标准化、多元化、专业化和制度 化等规范的儿童美术创意中心。逐步实现经营管理的多元化发展模式，并以连锁的形式 发展壮大。 结合本人在工商管理学院 MBA 专业学习的现代企业管理理论及人力资源管理理 论。本文以商业计划书的形式展现，对广州地区儿童美术市场做了详细的市场环境分析 和预测，运用 PEST 模型和波特五力对行业环境进行全面的剖析，并对项目采用 SWOT 矩形分析做出战略选择，通过 4PS 营销组合策略展开营销计划，最后进行财务分析以及 风险预测和防范。希望本文可以为创业提供科学的理论依据，还能为儿童美术教育行业 有意向的投资者提供参考。 关键词，儿童美术；市场营销；人力资源；商业计划书II Abstract In 2015, the National Health and Family Planning Commission of PRC has shifted and modified one of the most important population policy, i.e. “the family planning for second child”, which will not only help to improve the social population structure in the upcoming future, but also increase the likelihood to build a successful business around the corner. According to the research, the 80% of chinses family in the research the sample are spend 30%-50% of their household income for the children expenditure, in addition, one half of the budget are used for children’s education. furthermore, Education in Art, one of the most popular fields for children before pre-school, are play a big role in the market. Because of the unique culture within Chinese parents, they believed that art skill and concept would help their children achieve success in the future. Thus, with this market demand, a proved and competitive business model and plan, a great business opportunity is ahead. Base on this article’s analysis and conclusion, the business will be targeting “pre-school art and creation education center” which specialist in hand craft lesson and classes, with standardized teaching system. The author is experience in corporation management and HR, that use market analysis method, such as PEST model, SWOT, 4PS and financial aspect to overall discuss this business proposal and have conclude that the business the profitable and sustainable. Key Words:Children Art；Marketing；HR；BusinessIII 目 录 摘要.............................................................................................................................................I Abstract ......................................................................................................................................II 第一章 绪论..............................................................................................................................1 1.1 研究背景及意义.......................................................................................................... 1 1.2 研究综述...................................................................................................................... 1 1.2.1 关于儿童教育方面........................................................................................... 1 1.2.2 关于竞争战略方面........................................................................................... 3 1.2.3 关于市场营销方面........................................................................................... 4 1.2.4 关于人力资源方面........................................................................................... 5 1.3 研究内容与研究设计.................................................................................................. 5 1.3.1 研究目的........................................................................................................... 5 1.3.2 研究内容........................................................................................................... 5 1.3.3 研究方法........................................................................................................... 6 1.3.4 研究设计思路................................................................................................... 6 第二章 SOSO 项目市场环境分析...........................................................................................8 2.1SOSO 项目概述............................................................................................................ 8 2.2SOSO 项目外部环境分析............................................................................................ 8 2.2.1SOSO 项目宏观环境分析................................................................................. 8 2.2.2SOSO 项目微观行业环境分析....................................................................... 10 2.2.3SOSO 项目行业机会与威胁........................................................................... 12 2.3SOSO 项目内部环境分析.......................................................................................... 14 2.3.1 行业成功关键因素—KSF 分析..................................................................... 14 2.3.2 标杆分析—创艺宝贝 Baby Art ..................................................................... 16 2.3.3SOSO 项目 SWOT 分析及战略选择 ............................................................. 19 2.4 本章小结.................................................................................................................... 23 第三章 SOSO 项目市场开发与营销策略.............................................................................24 3.1SOSO 项目市场分析.................................................................................................. 24 3.1.1 企业竞争力分析............................................................................................. 24IV 3.1.2SOSO 项目 STP 战略...................................................................................... 24 3.2SOSO 项目营销组合策略.......................................................................................... 27 3.2.1 产品策略......................................................................................................... 27 3.2.2 价格策略......................................................................................................... 29 3.2.3 渠道策略......................................................................................................... 29 3.2.4 促销策略......................................................................................................... 29 3.3SOSO 项目的运营...................................................................................................... 30 3.3.1 产品计划......................................................................................................... 30 3.3.2 销售计划......................................................................................................... 31 3.3.3 服务计划......................................................................................................... 31 3.3.4 资金计划......................................................................................................... 31 3.4 本章小结.................................................................................................................... 31 第四章 SOSO 项目组织结构与人力资源管理设计.............................................................33 4.1SOSO 项目组织结构.................................................................................................. 33 4.2 人力资源管理............................................................................................................ 33 4.2.1 岗位设置及岗位描述........................................................