【作者】 项莉；

【导师】 韩民春；

【作者基本信息】 华中科技大学 ， 国际商务， 2014， 硕士

【摘要】 当前中国经济正处于转型期，各行各业的发展既面临着挑战也面临着机遇，其中教育培训行业被全球投资家推崇为21世纪最具投资价值的“朝阳行业”。随着中国家庭经济生活水平的不断提高，家长对孩子的教育需求不再仅仅局限于当前的义务教育体系，而将更多的精力和时间投入到非义务教育当中，其中以学生的课业辅导培优和特长培养为主，这些为教育培训市场的发展注入了更多的需求，更表明了当前的教育培训行业处于转型中，拥有巨大的潜力和市场“钱景”。本文包括三大部分，第一部分为创业项目简介是第一、二章，在第一章中对创业计划书的行业项目从背景、必要性的角度进行分析，接着在第二章介绍创业项目内容，包括项目介绍、团队介绍、体系设置以及特色项目介绍。第二部分是创业项目的发展战略和规划，包括第三、四、五、六、七章，先通过行业与市场分析，采用SWOT分析方法，结合行业现状与发展趋势，分析培训机构所处的市场潜力，进而确定本机构的核心竞争力；在第四章，采用品牌建设的发展模式，标准化的管理和连锁这些方面策划机构的发展；在第五章中先确定目标市场，然后采用一定的宣传策略、营销模式和营销措施进行机构的品牌化推广；在第六章中从投入-产出的角度分析，从投入资金、投资收益、财务目标分析和薪酬晋级体系四大块，分析本机构的盈利模式；接着从风险与对策方面，分析在经营过程中可能存在的人才、市场、财务和政策风险。第三部分是本文的结论，确定以英语特色教学和客户维护为核心竞争力，然后结合营销、管理理论制定品牌化、专业化、标准化、制度化和国际化等各方面的详细规划，为新创维培训机构的发展制定发展蓝图。更多还原

【Abstract】 The current economy is in transitional period. All works of life are facing challenges,as well as opportunities, including education and training industry is called the “sunriseindustry” which is one of the most investing value industries in the21stcentury by theglobal investors. The educational demand of most Chinese family are no longer justlimited to the system of the Compulsory Education. They tend to put more energy andmoney into the Non-Compulsory Education. And they give priority to the extracurricularcounseling pew and artistic technique, which has injected more demand to the educationaltraining market. It reflects that the current education and training industry has hugepotential market.This paper includes three parts: the first part which includes Chapter One and Twois to introduce the project. Firstly, I will analyze the background of the training industryand explain why I choose the training institution as a startup project. Then in Chapter Two,I will introduce the project, including the team introduction, management system, and ourbranding courses.The second part is about the development strategy and the planning, includingChapter Three, Four, Five, Six and Seven. In chapter Three, I will take the SWOT methodto analysis the training market, and then determine the core competitiveness. In ChapterFour, it is about the development mode, which analyzes in three aspects: brandconstruction; standardized management. In Chapter Five, to determine the target market isvery important, next is to take the publicity strategy, marketing mode and promotionmeasures to develop our popularity. In Chapter Six, I will take the investment intoconsideration, and analyze the investment income and financial target from the perspectiveof input-output, and then set the salary system. In Chapter Seven, it is about the risk andhow to prevent it. I will analyze the risk factors of talent, market, finance and policy, andthe take relative measures.In the third part I summarize the necessity of choosing this industry as my startupproject and determine to target on the elementary and middle schools. And then Iformulate the development plan, which can effectively guide the operation to developeffectively.更多还原