改革开放以来，随着居民收入水平的不断提高，居民在满足日常生活的情 况下，对生活品质的要求越来越高，原来被视为奢侈品的汽车开始逐步的进入 到居民家中。中国的驾培市场近些年来也随着汽车市场的发展出现了井喷式的 扩大，驾培学校如雨后春笋一般大量出现。与此同时，有关驾考培训市场的法 律、制度并没有能够跟得上市场发展的需要，监管处于无序状态，整个驾培行 业出现了很多不规范的服务状况，最为凸显的弊病也从驾培参与工作人员的态 度蛮横，服务质量不高，转变为吃、拿、卡、要，渐渐培育了腐败的温床。矛 盾的增发引起了国家相关部门的重视，随之出台一系列文件，在规范驾培市场 的同时，也鼓励学员自主练习、自由选择。并且随着互联网+概念的不断兴起， 我们认为在目前的市场行情和政策指引下，推出妙练 APP 不仅能够不断提高行 业的服务水平，还能够很好迎合国家相关政策的号召，对整个驾培市场具有很 大的影响。 本文在研究的过程中，首先介绍了研究的背景与意义，对目前驾培市场的 相关情况、国家的相关政策进行了描述。其次对项目的基本进行了介绍，主要 内容包括项目小组的组织架构、项目整体计划运用的运行模式、项目在进行设 计过程中重点关注的要素等内容，并且在论述过程中通过对项目的行业背景以 及对项目进行的 SWOT 分析确定了项目的战略定位和将来的目标市场，确定了 整个项目在运行过程中计划采取产品策略、价格策略、渠道策略以及促销策略。 除此之外，本文还对该项目的投资预算、预期收益以及项目计划采取的盈利模 式进行了介绍。最后，预测项目在实际运行过程中可能会遇见的风险主要有， 技术风险、市场风险、资金风险、管理风险以及客户流失风险，并且针对可能 出现的风险提出了相应的应对措施，从而保证了整个项目在未来的运行过程中 能够顺利。同时，也更加希望妙练 APP 能够有效的促进整个驾培市场的发展繁 荣。 关键词，妙练、润域科技、驾培市场、营销策略、风险预测II Abstract Since the reform and opening up, with the continuous improvement of income levels, residents in the daily life to meet the situation, the quality of life requirements are getting higher and higher, was originally regarded as a luxury car began to gradually enter the homes of residents. China's driving market in recent years with the development of the automobile market there has been a blowout of the expansion, driving school school mushroomed in general a large number of APPear. At the same time, the driving test training market, the law, the system has not been able to keep up with the needs of market development, supervision in a disorderly state, the entire driving training industry there have been many non-standard service status, the most prominent ills from driving Pei Sen and staff attitude arrogant, the quality of service is not high. Into the eating, take, card, to, and gradually cultivate the hotbed of corruption. The issuance of contradictions caused the attention of the relevant departments of the state, followed by the introduction of a series of documents, in regulating the driving market, but also encourage students to practice their own, free choice. And with the Internet and the concept of the continuous rise, we believe that the current market conditions and policy guidance, the introduction of skilled APP not only can continuously improve the level of service industry, but also very good to meet the national policy calls on the whole driving The market has a great impact. In the course of the research, this paper first introduces the background and significance of the research, and describes the relevant situation of the current driving market and the relevant policies of the state. Secondly, the basic introduction of the project is introduced. The main contents include the organizational structure of the project team, the operation mode of the project plan, the elements that the project focuses on the design process, and through the process of the project. As well as the SWOT analysis of the project to determine the strategic positioning of the project and the future target market, to determine the entire project in the process of planning to take product strategy, price strategy, channel strategy and promotion strategy. InIII addition, this paper also introduces the investment budget, expected return and profit model of the project plan. Finally, it is predicted that the risks that may be met during the actual operation are: technical risk, market risk, financial risk, management risk and customer loss risk, and the corresponding countermeasures are put forward for the possible risks, thus ensuring that The whole project in the future operation of the process can be smooth. At the same time, but also more hope that skilled training APP can effectively promote the development of the entire driving force market prosperity. Key words: Miao Lian, Run domain technology, driving training market, marketing strategy, risk forecastingIV 目 录 第一章 绪论 .................................................................................... 1 第一节 研究的背景与意义................................................................................1 一 研究的背景 ..............................................................................................................1 二 研究的意义 ..............................................................................................................3 第二节 研究思路和技术路线............................................................................4 第二章 项目简介............................................................................. 6 第一节 公司简介................................................................................................6 一 公司简介 ..................................................................................................................6 二 公司组织结构 ..........................................................................................................6 三 核心团队简介 ..........................................................................................................8 第二节 项目基本情况......................................................................................11 一 项目概况 ................................................................................................................11 二 项目基本运作模式 ............................................................................................... 12 三 项目设计要素 ....................................................................................................... 15 四 产品发展与规划 ................................................................................................... 19 五 服务与支持 ........................................................................................................... 20 第三章 项目的市场分析.................................................................21 第一节 项目的行业背景分析..........................................................................21 第二节 项目必要性论述..................................................................................22 第三节 典型用户分析......................................................................................23 第四节 市场定位与细分..................................................................................23 一 传统驾校方面 ........................................................................................................24 二 驾驶证学员 ............................................................................................................24 第五节 竞争对手剖析......................................................................................25V 第四章 项目的战略定位与目标......................................................29 第一节 项目的 SWOT 分析.............................................................................29 一 优势分析 ................................................................................................................29 二 劣势分析 ................................................................................................................30 三 机遇分析 ................................................................................................................31 四 挑战分析 ............................................................................