移动好导师在线教育是一个面向中学生、老师、家长，提供在线学习和在线管理服 务的项目。中国当今社会普遍存在优质教育资源稀缺、区域分布不均衡、应试教育占主 导地位的现实状况，造成优质教育资源需求与供给之间的矛盾日益突出，给教育的管理 和发展带来了难题。移动好导师在线教育项目充分发挥移动互联网的技术优势，通过资 源整合，打破了时间和空间的局限，向用户提供丰富的在线学习资源和个性化的学习服 务，实现了优质教育资源共享和价值最大化。 本文以移动好导师在线教育项目为研究对象，采用商业计划书的形式，从战略、营 销、运营、人力、财务、风险等方面对移动好导师在线教育项目进行了全面分析，首先 运用 PEST 方法，从政治、经济、社会、技术等方面进行了宏观环境分析，然后对项目 的市场与行业环境进行分析，接着开展了行业竞争结构分析及 SWOT 分析。其次根据 分析结论，明确了项目定位、客户定位、商业模式。移动好导师在线教育项目定位于教 育内容提供商，面向初中和高中阶段的在线教育市场，以学生、家长、老师为服务对象， 充分发挥教育资源优势和技术资源优势，提供专业化、个性化的价值服务，实现学生、 家长、老师三方共赢。再次阐述项目的组织与实施，对项目的运营进行合理规划，明确 项目的核心团队和组织架构，以及未来五年的人力资源发展规划，并制订了营销组合策 略。最后对项目进行财务分析，从投资回收期、净现值、内部收益率等几个指标进行财 务评估，项目的动态回收期是 1.47 年，五年期净现值 NPV 是 14,772,200 元，内部收益 率 IRR 是 41%。同时分析了项目可能面临的政策、市场、技术、管理、经营、财务风险， 并提出了有效的防范措施。通过以上分析，可推出本项目的建设是可行的，具有良好的 经济效益和社会效益。 关键词，移动好导师；在线教育；商业计划书；商业模式II Abstract The Mobile Tutor Online Education is a program for middle and high school students, teachers and parents, providing online study and online management service. There is a prominent problem in China that high-quality educational resources are scarce, distributed unevenly in different regions and that exam-oriented education is dominant, resulting in increasing contradiction between supply and demand of high-quality educational resources thus bringing difficulty for education management. The Mobile Tutor Online Education Program gives full play to the technological advantages of mobile internet, breaking the limitation of time and space through integrating resources. It provides a wealth of online learning resources and personalized learning services to users to achieve sharing and value maximum of high-quality educational resources. In this paper, with the Mobile Tutor Online Education Program as study object, the author makes a comprehensive analysis on the Program in the form of business plan from such aspects as strategy, marketing, operation, human resources, finance and risk. Firstly, PEST is applied to make a macro environmental analysis from the following aspects as politics, economy, society, technology and so on. Then, the author analyzes the marketing and industry environment of the Program and also makes a competitive industry structure analysis and SWOT analysis. Secondly, the author based on the analysis results defines the program orientation, customer orientation and business model. The Program targets at education content providers for middle and high school online education market with students, parents and teachers as service object, giving full play to the advantages of educational resources and technical resources to provide specialized and personalized value services so as to achieve tripartite benefit of students, parents and teachers. The author again explains the organization and implementation of the Program to make appropriate planning to operation of the Program, makes clear the core team and organization structure of the Program as well as the next five year development plan of human resources and the author also develops the marketing mix strategy. Finally, the author carries out financial analysis on the Program, making financial evaluation from such indicators as investment recover period, net present value (NPV), internal rate of return and so on. The dynamic recover period of the Program is 1.47 years, the five-year NPV is 14,772,200RMB and the internal rate of return is 41%. At the same time, the author analyzes the risk in the following aspects as strategy, marketing, technology, management, operation and finance and proposes some effective preventive measures.III Through the above analysis, it can be concluded that the establishment of this Program is feasible and has good economic and social benefit. Key words: Mobile Tutor; Online Education; Business Plan; Business ModelIV 目 录 摘要.........................................................................................................................................I ABSTRACT ............................................................................................................................. II 图表清单................................................................................................................................VII 第一章 绪论............................................................................................................................1 1.1 研究背景及目的 .............................................................................................................. 1 1.1.1 研究背景.................................................................................................................... 1 1.1.2 研究问题.................................................................................................................... 2 1.1.3 研究目的.................................................................................................................... 3 1.2 文献综述 .......................................................................................................................... 3 1.2.1 在线教育的演化历程................................................................................................ 3 1.2.2 中国在线教育发展.................................................................................................... 4 1.2.3 战略管理.................................................................................................................... 5 1.2.4 营销管理.................................................................................................................... 6 1.2.5 商业计划书................................................................................................................ 7 1.3 研究结构与方法 .............................................................................................................. 7 1.3.1 研究结构................................................................................................................... 7 1.3.2 研究方法................................................................................................................... 8 第二章 项目概况..................................................................................................................10 2.1 项目介绍 ........................................................................................................................ 10 2.1.1 项目背景.................................................................................................................. 10 2.1.2 项目简介.................................................................................................................. 11 2.2 公司概况 ........................................................................................................................ 11 2.3 公司的使命和目标 ........................................................................................................ 12 2.4 项目的发展规划 ............................................................................................................ 12 2.5 本章小结 ........................................................................................................................ 13 第三章 项目环境分析..........................................................................................................14 3.1 宏观环境分析 ..........................................