I D 公司旅游景点推广 APP 项目商业计划书 摘要 当前我国旅游业正进入大众化、产业化发展的新阶段，旅游需求的不断增 长，使旅游消费多元化、个性化。随着旅游行业的不断发展，各种信息的海量 增长以及大数据时代的到来，互联网+旅游成为旅游推广营销新常态，旅游电子 商务已经成为当前旅游市场营销的重要途径。随着旅游目的地竞争的日趋白热 化，APP 应用在旅游市场推广方面开始受到广泛重视。通过移动智能旅游服务 推动旅游行业变革，是未来旅游企业发展的重要方向。 D 公司旅游景点推广 APP 项目采用差异化战略，从“说走就走的旅行”和 “灵魂在路上”的市场需求出发，针对目前旅游市场的推广创新方式不足之 处，利用移动互联网络、虚拟现实、大数据等技术进行创新，使用免费+订阅的 商业模式，为消费者提供旅游信息、行程推荐的精准推送和虚拟旅游服务，满 足消费者个性化的独特需求。 通过简述 D 公司开展旅游景点推广 APP 项目的概况，了解到 D 公司的优势 是软件开发经验丰富、具有大数据技术和解决方案创新服务，而劣势是对旅游 市场没有经验、对旅游景点不熟悉和缺乏消费者数据。详细说明了互联网+旅游 行业的发展现状，通过采用波特五力模型和 SLEPT 模型的分析方法，对互联网+ 旅游行业进行了微观环境和宏观环境的分析，并总结了 D 公司所面临的机遇是 游客跟风从众心理，喜欢攀比、经济快速增长和互联网技术高速发展，威胁是 旅游服务不良体验、旅游 APP 市场竞争激烈和消费者需求对性价比的要求。通 过网络问卷调查的方式分析了消费者获取旅游信息的消费习惯,消费动机是对现 有旅游方式不满,和对订阅旅游信息、虚拟旅游的消费决策。分析了旅游 APP 市 场的竞争环境以及其主要竞争对手，用 SWOT 分析方法总结了 D 公司旅游景点推 广 APP 项目采用 SO 战略。 通过使用 STP 分析法进行定位，明确本项目的目标市场是一线城市，目标 客户是 18-45 岁之间，受过高等教育，年收入在 6-20 万元之间，使用 APP 来获 取旅游景点信息的都市白领。然后，对产品策略、价格策略、渠道策略和促销 策略作出分析，为 D 公司旅游景点推广 APP 项目制定市场营销计划。在制定了 公司的管理层团队和组织架构后，明确了本项目在一年内的运营流程，并确定摘要 II 了本项目长期的业务里程碑，为 D 公司旅游景点推广 APP 项目的顺利开展和成 功发展奠定了坚实的基础。 最后，对本项目的资金需求和使用计划进行分析，制定了本项目五年内的 财务计划和风险退出机制，并且预测了未来五年的财务报表。通过财务分析， 可以知道本项目的未来盈利能力和投资回报率水平良好，有较大利润空间，是 一个值得投资的的商业项目。 关键词， 商业计划书；旅游信息推送；定制；互联网+；虚拟旅游ABSTRACT III BUSINESS PLAN FOR TOURIST ATTRACTIONS PROMOTION APP IN D COMPANY Abstract Currently tourism in our country entering a new stage of popularization and industrialization development, travel demand growth makes the tourism consumption diversification, individuation. With the continuous development of tourism industry, massive growth of all kinds of information and the advent of the era of big data, ‘Internet + tourism’has become a new normal status of tourism marketing, and tourism electronic commerce has become the important way of current tourism marketing. As the tourism destination competition heats up, APP is accorded wide-ranging emphasis in tourism marketing. Via mobile intelligent travel service to promote tourism industry to change, is one of the important direction of future development of tourism enterprises. Project of tourist attractions promotion APP in D Company uses the differentiation strategy, starts from marketing demands of ‘go on a trip at any time’ and ‘soul on the road’, in light of the promotion approach to innovation deficiency of the of the tourism market, utilizing technology suchas mobile Internet, virtual reality, big data for innovation, using free + subscription business model, provides consumers with the tourist information accurate pushing and virtual tourism services to satisfy consumers personalized unique needs. Through briefing Project: Tourist Attractions Promotion APP in D Company, understand the advantages of D Company are Software development experience, big data technology and innovative solutions services; the disadvantages are no experience for the tourism market, unfamiliar of tourist attractions and lack of consumer data. Details the Internet + tourism industry development present situation, through the adoption of Porter’s five force model and SLEPT model analysis methods, analyzes the micro and macro environment of Internet + tourism industry, and summarizes the opportunities faced by D Company are Visitors follow a herd mentality, like comparison, rapid economic growth and the Internet technology high speed development; the threats are bad service experience of tourism, tourist APP market competition and consumer demand for performance requirements. Through the network questionnaire, it is analyzed that the consumer spending habits to getting tourism information, consumption motivation is dissatisfied with existing trourism methods, and consumption decision-making on ordering tourism information and virtualABSTRACT IV trouism. Analyzed competition environment of the tourism APP market and main rival, SWOT analysis is used to summarize that Project: Tourist Attractions Promotion APP in D Company adopts SO strategy. By using the STP analysis method to locate, the objective market is first tie cities, target customers urban white-collar between 18 to 45 years old, have received higher education, annual income are between 60-200 thousands RMB, using the APP to get tourist information. Then, the Product strategy, Price strategy, Place strategy and Promotion strategy are analyzed to generate marketing plan for Project: Tourist Attractions Promotion APP in D Company. In setting the company's management team and organizational structure, the operation process in one year has been clear, and long-term business milestone of the project has been determined, it laid a solid foundation for smoothly and successful development of Project: Tourist Attractions Promotion APP in D Company. Finally, capital requirements and use plan of this project have been analyzed, financial planning within five years of the project and the risk exit mechanism have been established, and financial statements in the future five years has been forecasted. Through financial analysis, we can know that the project has good future profitability and return on investment, also it has great profit space, so it is a worthwhile investment of commercial project. Zhang Yanping (MBA) Supervised by Professor: Wu Hong KEY WORDS: Business plan; tourist information pushing; customization; Internet plus; Virtual travel目录 V 目录 摘要...I Abstract....III 第 1 章 绪论...1 1.1 研究背景和意义 ....1 1.1.1 选题背景 .....1 1.1.2 理论意义.....1 1.1.3 实际意义.....2 1.2 旅游 APP 市场规模和需求 ..3 1.3 研究内容与结构 ....4 1.3.1 研究内容.....4 1.3.2 技术路线.....6 1.4 本章小结 ....7 第 2 章 D 公司旅游景点推广 APP 项目分析 .8 2.1 公司及项目简介 ....8 2.2 产品与服务 ..8 2.3 商业模式 ....9 2.4 D 公司的优势和劣势10 2.4.1 D 公司的优势 10 2.4.2 D 公司的劣势 11 2.5 本章小结....12 第 3 章 互联网＋旅游行业分析....13 3.1 旅游行业的市场状况和发展趋势 .13 3.2 互联网＋旅游行业概述和发展趋势 .....15 3.3 互联网＋旅游的微观环境分析（波特五力） ...19 3.4 互联网＋旅游的宏观环境分析（SLEPT） 21 3.5 D 公司的机遇和威胁24 3.6 本章小结 ...25 第 4 章 D 公司旅游景点推广 APP 项目消费者分析 26 4.1 旅游景点 APP 市场客户分析 .....26 4.1.1 旅游景点分析26 4.1.2 客户市场分析26 4.2 基于人口统计数据对目标消费者的统计分析 ...27 4.3 APP 用户调查问卷分析....28 4.4 APP 用户需求和决策分析..37 4.4.1 用户需求....37 4.4.2 决策分析....39 4.5 本章小结 ...42 第 5 章 旅游景点推广 APP 项目竞争对手分析....43 5.1 D 公司旅游景点推广 APP 主要竞争对手分析....43目录 VI 5.2 竞争对手优劣势分析 .....46 5.3 D 公司旅游景点推广 APP 项目之竞争优势及竞争策略..46 5.4 本章小结....48 第 6 章 旅游景点推广 APP 项目市场营销计划....49 6.1 D 公司的市场细分与定位..49 6.1.1 市场细分....49 6.1.2 目标市场选择52 6.1.3 市场定位....53 6.2 营销策略 4Ps .....53 6.2.1 产品策略....54 6.2.2 价格策略....55 6.2.3 渠道策略....56 6.2.4 促销策略....57 6.3 本章小结....57 第 7 章 旅游景点推广 APP 项目运营计划..58 7.1 管理层团队 .58 7.2 组织架构 ...58 7.3 项目运营流程 .....62 7.4 项目的业务里程碑 .62 7.5 公司实施评价 .....63 7.6 本章小结 ...64 第 8 章 旅游景点推广 APP 项