IHEALTH公司健身合約商業(yè)計劃書
發(fā)布時間：2018-11-27 17:39
【摘要】：隨著人民生活水平的提高以及生活壓力的加大,人民群眾對于健身消費的需求劇烈膨脹。據統(tǒng)計,中國已成為世界上最大的商業(yè)健身休閑市場,現代都市人群對于健身的需求呈現越來越大的趨勢。然而,由于缺乏執(zhí)行力、動力不足等原因,真正進入到健身房去鍛煉身體的人群僅為少數。2010年底,美國華裔創(chuàng)業(yè)家張怡芳創(chuàng)新性的提出了合約健身的模式,即通過合約的方式執(zhí)行健身,消費者按照合約規(guī)定進行健身則不會產生健身費用,如果消費者違背了合約規(guī)定的健身時間和次數,公司將會收取罰款。2011年,健身合約的概念被引入中國,但目前還沒有廣泛興起,僅有個別網站進行初步嘗試,市場競爭小并且市場前景廣闊。 本論文從目前健身市場的情況出發(fā),結合該項目的項目背景,從內外部環(huán)境分析,到戰(zhàn)略規(guī)劃、項目模式、運營規(guī)劃、市場推廣、財務分析以及風險控制等幾個方面作了全方位的分析,討論了該創(chuàng)業(yè)項目的可行性： 第一部分首先簡單闡述該創(chuàng)業(yè)計劃的概況。同時,運用了戰(zhàn)略分析中的外部環(huán)境分析法做了健身市場以及合約健身市場的外部環(huán)境分析：包括宏觀環(huán)境分析,行業(yè)分析,以及競爭分析。在競爭分析中,運用了波特五力模型分析和KSF分析法；在結合健身市場的外部環(huán)境和項目本身背景的基礎上,運用核心競爭力分析法進行了該項目的內部環(huán)境分析。第二部分運用了戰(zhàn)略規(guī)劃、運作管理、市場營銷等方面的理論知識,對項目的戰(zhàn)略規(guī)劃以及運營模式進行了分析,同時詳細介紹了該項目的業(yè)務模式以及盈利模式。在市場推廣中,運用營銷推廣以及網絡營銷等分析工具,針對該項目市場推廣策略作了分析。第三部分進行了較為詳細的財務預算以及資本模式的探討,根據公司的運營收入以及未來的發(fā)展,預估了未來5年的資產負債表、利潤表以及現金流量表,并運用了投資回收期法、凈現值法以及內部收益率等財務分析方法。最后結合財務分析的基礎陳述了該創(chuàng)業(yè)項目的資本模式。第四部分對該項目進行了風險分析和可行性分析,并就可能出現的風險總結出了風險控制措施,最后統(tǒng)一分析了該項目的可行性。 從全文來看,本文主要運用的研究方法包括演繹推理法,定性和定量分析相結合的分析方法,比較分析法,實證舉例法,市場調研法等研究方法,并且運用了戰(zhàn)略管理、市場營銷、運營管理等研究理論和波特五力模型分析、SWOT分析、KSF分析等分析工具。 本論文寫作的目的是為作者即將實施的創(chuàng)業(yè)項目做好思路的整理與創(chuàng)業(yè)工作的即將開展做好鋪墊,同時通過該計劃書來得到其它兩位投資者的認可和支持。通過論文的綜合分析和探討,把內外部環(huán)境分析法、戰(zhàn)略管理、運營管理以及市場營銷等理論運用到了健身合約模式這種新穎的創(chuàng)業(yè)模式中,既深化了筆者對理論知識的認識,又為以后打算通過“合約模式”這種商業(yè)模式創(chuàng)業(yè)的創(chuàng)業(yè)者提供了有價值的理論參考。同時,合約健身模式的提出及推廣無疑也是為其他領域的合約模式的推行提供先行的寶貴經驗和參考模式。最后,通過理論上的分析,對該項目的可行性有了初步的認可,為下一階段項目的實施起到較好的參考。但是,由于目前本文創(chuàng)業(yè)項目的商業(yè)模式在國內還非常的新穎,正式運營同類型項目的網絡公司全國只有一家,作對比分析相對比較困難。而且由于精力有限,市場調研的樣本較小,搜集相關數據也較困難,有些數據較為陳舊,因此分析結果不免有誤差。在參照同類型創(chuàng)業(yè)公司時,由于涉及到商業(yè)機密,很多運作數據無法得到,同樣國內外的相關參考文獻也相對有限,對本論文的研究起到了一定的影響。
[Abstract]:With the improvement of the people's living standard and the increase of living pressure, the people's demand for health-care consumption is greatly expanded. According to statistics, China has become the world's largest commercial fitness and leisure market. However, due to the lack of execution power and the lack of power, the people who are really going to the gym to exercise are only a few. At the end of 2010, the American-American entrepreneur, Zhang Yifang, put forward the model of the contract fitness, that is, the body-building is carried out in the form of a contract. In 2011, the concept of a fitness contract was introduced to China, but not yet widely, There are only individual websites to make a preliminary trial, the market competition is small, and the market prospect is wide. This paper, from the current situation of the fitness market, combines the project background of the project, from the internal and external environment analysis, to the strategic planning, the project model, the operation planning, the marketing, the financial analysis and the risk control, etc. The feasibility of the project is discussed. Sex: The first part is a simple elaboration of the business plan At the same time, the external environment analysis of the strategic analysis is used to analyze the external environment of the fitness market and the contract fitness market: including the macro environment analysis, the industry analysis, and the competition. In the competitive analysis, Porter's five-force model analysis and the KSF analysis method are used to analyze the internal ring of the project by using the core competitiveness analysis method based on the external environment of the fitness market and the background of the project. The second part uses the theoretical knowledge of strategic planning, operation management, marketing and so on, analyzes the strategic planning and operation mode of the project, and introduces the business model and the profit of the project in detail. Benefit mode. In the market promotion, the marketing promotion and the network marketing and other analysis tools are applied to the marketing strategy of the project. The third part makes a detailed financial budget and the exploration of the capital model. According to the operating income of the company and the future development, the balance sheet, the profit statement and the cash flow statement of the next five years are estimated, and the investment return is used The financial points such as the method of receiving, the net present value, and the internal rate of return Finally, based on the financial analysis, the capital of the venture project is stated. This mode. The fourth section carries out the risk analysis and the feasibility analysis of the project, and summarizes the risk control measures on the possible risks, and finally, the project is unified and analyzed. The main research methods used in this paper include deductive reasoning, qualitative and quantitative analysis, comparative analysis, positive example method, market research and other research methods, and applied the strategic management. Research Theory and Porter's Five-Force Model Analysis, SWOT Analysis and KSF Analysis of Marketing and Operation Management The purpose of this paper is to lay the groundwork for the preparation and start-up of the start-up project to be implemented by the author, and the other two investments will be obtained through the proposal Through the comprehensive analysis and discussion of the paper, the author applies the theory of internal and external environment analysis, strategy management, operation management and marketing to the new business model, which not only deepens the author's opinion, The knowledge of the theoretical knowledge is also provided by the entrepreneurs who intend to start business through the 鈥渃ontract mode鈥，
本文編號：2361570
[Abstract]:With the improvement of the people's living standard and the increase of living pressure, the people's demand for health-care consumption is greatly expanded. According to statistics, China has become the world's largest commercial fitness and leisure market. However, due to the lack of execution power and the lack of power, the people who are really going to the gym to exercise are only a few. At the end of 2010, the American-American entrepreneur, Zhang Yifang, put forward the model of the contract fitness, that is, the body-building is carried out in the form of a contract. In 2011, the concept of a fitness contract was introduced to China, but not yet widely, There are only individual websites to make a preliminary trial, the market competition is small, and the market prospect is wide. This paper, from the current situation of the fitness market, combines the project background of the project, from the internal and external environment analysis, to the strategic planning, the project model, the operation planning, the marketing, the financial analysis and the risk control, etc. The feasibility of the project is discussed. Sex: The first part is a simple elaboration of the business plan At the same time, the external environment analysis of the strategic analysis is used to analyze the external environment of the fitness market and the contract fitness market: including the macro environment analysis, the industry analysis, and the competition. In the competitive analysis, Porter's five-force model analysis and the KSF analysis method are used to analyze the internal ring of the project by using the core competitiveness analysis method based on the external environment of the fitness market and the background of the project. The second part uses the theoretical knowledge of strategic planning, operation management, marketing and so on, analyzes the strategic planning and operation mode of the project, and introduces the business model and the profit of the project in detail. Benefit mode. In the market promotion, the marketing promotion and the network marketing and other analysis tools are applied to the marketing strategy of the project. The third part makes a detailed financial budget and the exploration of the capital model. According to the operating income of the company and the future development, the balance sheet, the profit statement and the cash flow statement of the next five years are estimated, and the investment return is used The financial points such as the method of receiving, the net present value, and the internal rate of return Finally, based on the financial analysis, the capital of the venture project is stated. This mode. The fourth section carries out the risk analysis and the feasibility analysis of the project, and summarizes the risk control measures on the possible risks, and finally, the project is unified and analyzed. The main research methods used in this paper include deductive reasoning, qualitative and quantitative analysis, comparative analysis, positive example method, market research and other research methods, and applied the strategic management. Research Theory and Porter's Five-Force Model Analysis, SWOT Analysis and KSF Analysis of Marketing and Operation Management The purpose of this paper is to lay the groundwork for the preparation and start-up of the start-up project to be implemented by the author, and the other two investments will be obtained through the proposal Through the comprehensive analysis and discussion of the paper, the author applies the theory of internal and external environment analysis, strategy management, operation management and marketing to the new business model, which not only deepens the author's opinion, The knowledge of the theoretical knowledge is also provided by the entrepreneurs who intend to start business through the 鈥渃ontract mode鈥，
本文編號：2361570
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