随着我国互联网的快速发展，经过十多年的市场培育，我国的传统教育行业取得了 长足的发展。然而，由于中国千百年来传统教育思想根深蒂固，当前应试教育仍然存在 非常严重的倾向性，如公式化教学模式、一味强调题海战术、学生严重偏科等。基于目 前中国传统教辅存在的巨大市场需求和学生提分难的问题，本文提出“爱高考”移动学 习应用软件。该产品主要针对应试教育中不合理的方方面面有的放矢地帮助学生提升成 绩。该产品打破一贯应试教育的无针对性，利用大数据分析学生做题行为，描绘精准用 户画像，进行精准习题推荐及攻克。希望能够帮助学生在学习的过程中寓学习于乐，在 提高学习成绩的同时获得学习中的快乐和成就感。 本文以商业计划书的形式，结合创业背景、市场分析、商业模式规划、营销管理、 财务分析、风险预测等方面对在线教育项目进行了全面的分析。首先，利用 PEST 分析 法对目前传统教育行业和在线教育市场的宏观环境进行了分析，即分析政策、经济、社 会、技术等各方面对爱高考项目的影响。其次分析了该项目所处的行业环境、竞品情况 以及自身条件。再次利用 SWOT 模型分析法对爱高考项目发展所需要面对的优势、劣 势以及外部环境所带来的机遇和威胁进行了分析。在以上分析方法的基础上，制定了该 项目的产品功能、商业模式及营销推广策略，保证该项目整个生命周期的正常运转。 最后，本文对该项目做了严格周密的财务分析与风险预测，通过敏感性分析可知， 该项目风险较小，且具有一定的抗风险性；通过对可能存在的社会风险、市场风险、企 业风险进行了预测并提出了风险解决对策，从而保证了该项目的可行及经济效益。 关键字，教育模式；高考；在线教育；解决对策II Abstract With the rapid development of Internet in China, after 10 years of market cultivation, China's traditional education industry has made great strides. However, since China thousands of years of traditional education deeply entrenched, the current examination-oriented education remains very serious tendency, as formulaic teaching mode, only emphasizes the sea tactical, students serious side branches. Based on the current supplementary traditional Chinese huge market demand and the existence of various problems, this paper presents Love entrance mobile learning applications. The products are mainly targeted for students to learn after school tutoring for the exam-oriented education in the irrational aspects. Break consistently oriented education untargeted, using a large data analysis problem behavior students to do, depicting the user precise portrait of exercises recommended for accurate and overcome. We are hoping to help students in the learning process and combine learning with fun at the same time improving access to learning achievement of happiness and success. This article in the form of a business plan, combined with entrepreneurial background, market analysis, business model,marketing management, financial analysis, risk prediction and other aspects of online education project we conducted a comprehensive analysis. First, PEST analysis of the current macroeconomic environment and traditional education industry online education market analyzes that analyze the impact on policy, economic, social, technological, etc. for the project. Second, analysis of the product's industry environment, competitive products as well as its own conditions. And then use SWOT analysis model of love entrance product development need to face the strengths, weaknesses and the external environment, the opportunities and threats are analyzed. Based on the above analysis on the development of product features, business models and marketing strategies of the project, the project to ensure the normal operation of the entire life cycle. Finally, the project was strictly careful financial analysis and risk forecasting, sensitivity analysis shows that the project has a certain anti-risk, less risk; by society possible risks, market risk, business risk of the risk prediction and proposed countermeasures to ensure the feasibility and economic efficiency of the project. Key word: Educational pattern;College Entrance Examination;Onlineeducation;SolutionsIII 目录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单.................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 研究背景和意义 ............................................................................................................. 1 1.1.1 目前中国高中教育的模式....................................................................................... 1 1.1.2 高考的重要性........................................................................................................... 2 1.2 文献综述 ......................................................................................................................... 4 1.2.1 国内研究现状........................................................................................................... 4 1.2.2 国外研究现状........................................................................................................... 6 1.2.3 商业模式................................................................................................................... 7 1.3 研究内容及方法 ............................................................................................................. 8 1.3.1 研究内容................................................................................................................... 8 1.3.2 研究方法................................................................................................................... 9 第二章 项目概况....................................................................................................................10 2.1 项目简介 ....................................................................................................................... 10 2.2 创业团队简介 ............................................................................................................... 10 2.2.1 管理团队介绍......................................................................................................... 10 2.2.2 公司结构................................................................................................................. 11 2.3 人力资源管理 ............................................................................................................... 12 2.3.1 企业文化................................................................................................................. 12 2.3.2 战略目标................................................................................................................. 12 2.3.3 用人策略................................................................................................................. 12 2.3.4 管理理念................................................................................................................. 12 2.4 绩效管理 ....................................................................................................................... 12 2.5 本章小结 ....................................................................................................................... 13 第三章 项目环境分析............................................................................................................14 3.1 外部环境分析 ............................................................................................................... 14IV 3.1.1 政策环境................................................................................................................. 14 3.1.2 经济环境................................................................................................................. 14 3.1.3 社会环境................................................................................................................. 14 3.1.4 技术环境.....