我国 80 后、90 后已逐渐步入为人父母阶段，这一家长群体对孩子的心理健康问题 比较重视，因此未来儿童心理教育有着潜在的巨大需求。作者通过对佛山地区中小学生 学习情况的调查发现，学习效果不佳是众多学生普遍存在的问题，其中最大一部分的原 因是由于专注力缺失而造成的。基于对这一市场需求的认识和判断，我们计划成立一家 以中小学生专注力训练为主的心理教育培训机构，我们的核心产品是一套以心理学和脑 科学的方法来对学生进行专注力训练的 PCMISS 训练法课程。 本商业计划书的写作，是将攻读 MBA 期间学过的企业管理、创业管理理论在一个 实际创业项目中的应用。作者先对提升中小学生学习力的培训市场和客户需求进行了调 查研究，还做了 SWOT 分析。接下来引出项目开发，提出了以 PCMISS 专注力训练为 主导的课程体系设计，并就师资力量、项目选址、商业模式等问题进行了讨论。接着介 绍了创业团队、公司组建、公司愿景、运营计划和业务发展计划等，并且制定了相应的 市场营销计划。最后编制了相关的财务计划和融资计划，同时进行了项目风险评估并提 出了相应的对策，最后得出了项目的可行性报告。这份商业计划书的写作目的，是为 KC 教育培训机构的创业项目提供可行性研究报告，也希望能为儿童教育领域的商业计 划书研究和写作提供参考。 关键词，儿童心理教育；专注力训练；商业计划书II Abstract China's post-80s and post-90s have gradually entered the stage of parenting. This group of parents attaches great importance to children's mental health, so there is a huge potential demand for children's psychological education in the future. By investigating the learning situation of primary and secondary school students in Foshan City, the author finds that the poor learning effect is a common problem among many students, and the most important reason is the lack of concentration. Based on the understanding and judgment of this market demand, we plan to set up a psychological education and training institution with primary and secondary school concentration training as the main part. Our core product is a PCMISS training method course with psychological and brain science methods to train students' concentration. The writing of this business plan is to apply the theory of enterprise management and entrepreneurship management learned during MBA study in a practical entrepreneurship project. Firstly, the author investigates and studies the training market and customer demand for improving the learning ability of primary and secondary school students, and makes SWOT analysis. Next, the project development is introduced, and the curriculum system design with PCMISS focus training as the leading factor is proposed. The problems of teachers, project location and business model are discussed. Then it introduces the entrepreneurship team, company formation, company vision, operation plan and business development plan, and formulates the corresponding marketing plan. Finally, the relevant financial plan and financing plan are compiled. At the same time, the project risk assessment is carried out and the corresponding countermeasures are put forward. Finally, the feasibility report of the project is obtained. The purpose of this business plan is to provide a feasibility study report for the entrepreneurship project of KC education and training institutions, and also to provide reference for the research and writing of business plan in the field of children's education. Key words: children's psychological education; concentration training; business planIII 目 录 摘要.........................................................................................................................................I Abstract ..................................................................................................................................... II 图表目录..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 选题的背景和意义 ......................................................................................................... 1 1.2 文献综述与理论基础 ..................................................................................................... 2 1.2.1 国内教育培训行业现状及心理教育情况............................................................... 2 1.2.2 国外教育培训行业现状及心理教育情况............................................................... 2 1.2.3 国内儿童心理健康现状........................................................................................... 3 1.2.4 商业计划书的制作................................................................................................... 4 1.2.5 创业管理理论........................................................................................................... 5 1.2.6 精益创业方法及原则............................................................................................... 5 1.2.7 战略管理理论........................................................................................................... 5 1.2.8 营销管理理论........................................................................................................... 6 1.3 研究内容和方法 ............................................................................................................. 6 1.3.1 研究内容................................................................................................................... 6 1.3.2 研究方法................................................................................................................... 7 1.4 研究的思路和框架 ......................................................................................................... 7 第二章 客户需求与市场分析..................................................................................................8 2.1 客户需求分析 ................................................................................................................. 8 2.1.1 现代家庭对孩子成长教育的重视........................................................................... 8 2.1.2 家长培养孩子过程中的痛点................................................................................... 8 2.2 市场环境分析 ................................................................................................................. 8 2.2.1 宏观环境分析........................................................................................................... 9 2.2.2 行业态势分析......................................................................................................... 11 2.2.3 行业竞争环境分析................................................................................................. 11 2.3 SWOT 分析 .................................................................................................................... 13 2.3.1 优势分析................................................................................................................. 13 2.3.2 劣势分析................................................................................................................. 14IV 2.3.3 机会分析................................................................................................................. 14 2.3.4 威胁分析................................................................................................................. 14 2.4 项目定位 ....................................................................................................................... 15 2.5 本章小结 ....................................................................................................................... 15 第三章 项目开发....................................................................................................................16 3.1 项目开发的缘由 ........................................................................................................... 16 3.2 PCMISS 专注力课程体系 ............................................................................................. 17 3.3 师资力量 ...................