大学生创业创意创新大赛获奖模板Word文档格式.docx

大学生创业创意创新大赛获奖模板Word文档格式.docx

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郑千旭、赵琪、周洋宇、常磊、王庆

第一章市场分析

1.1项目背景```````````````````````````````````````````````````````````````````````````````````````````````````````````````````3

1.1.1旅游业发展前景`````````````````````````````````````````````````````````````````````````````````````````````````3

1.1.2旅游业政策````````````````````````````````````````````````````````````````````````````````````````````````````````3

1.1.3互联网+`````````````````````````````````````````````````````````````````````````````````````````````````````````````3

1.1.4市场趋势和机会`````````````````````````````````````````````````````````````````````````````````````````````````4

1.2 

旅游行业SWOT分析``````````````````````````````````````````````````````````````````````````````````````````````````4

1.3目标用户分析```````````````````````````````````````````````````````````````````````````````````````````````````````````4

1.3.1消费人群定位````````````````````````````````````````````````````````````````````````````````````````````````````4

1.3.2目标人群特点```````````````````````````````````````````````````````````````````````````````````````````````````4

1.4行业竞争对手```````````````````````````````````````````````````````````````````````````````````````````````````````````5

1.4.1最直接的竞争对手``````````````````````````````````````````````````````````````````````````````````````````````5

1.4.2间接的竞争对手`````````````````````````````````````````````````````````````````````````````````````````````````5

1.4.3竞争优势```````````````````````````````````````````````````````````````````````````````````````````````````````````5

第二章运营方案

2.1公司理念````````````````````````````````````````````````````````````````````````````````````````````````````6

2.2公司目标````````````````````````````````````````````````````````````````````````````````````````````````````6

2.3发展战略````````````````````````````````````````````````````````````````````````````````````````````````````6

2.3.1整合用户服务与社区服务````````````````````````````````````````````````````````````````````````6

2.3.2提供渠道、重视借助外力、整合资源`````````````````````````````````````````````````````````6

2.4业务与赢利模式```````````````````````````````````````````````````````````````````````````````````````````6

2.4.1业务体系`````````````````````````````````````````````````````````````````````````````````````````````7

2.4.2业务详述`````````````````````````````````````````````````````````````````````````````````````````````7

2.4.3业务发展规划```````````````````````````````````````````````````````````````````````````````````````7

2.4.4盈利模式`````````````````````````````````````````````````````````````````````````````````````````````8

第三章财务可行性分析`

3.1投入资金```````````````````````````````````````````````````````````````````````````````````````````````````````````````````8

3.2市场调查与全面预算`````````````````````````````````````````````````````````````````````````````````````````````````8

3.2.1未来五年服务收入预测``````````````````````````````````````````````````````````````````````````````````````8

3.2.2服务成本```````````````````````````````````````````````````````````````````````````````````````````````````````````9

3.2.3未来五年利润预算`````````````````````````````````````````````````````````````````````````````````````````````9

3.2.4有关成本的预算````````````````````````````````````````````````````````````````````````````````````````````````9

3.3利润、损益平衡分析````````````````````````````````````````````````````````````````````````````````````````````````10

3.3.1盈亏平衡分析``````````````````````````````````````````````````````````````````````````````````````````````````10

3.4相关长期投资决策评价指标`````````````````````````````````````````````````````````````````````````````````````10

3.4.1投资回收期``````````````````````````````````````````````````````````````````````````````````````````````````````11

3.4.2净现值`````````````````````````````````````````````````````````````````````````````````````````````````````````````11

3.5财务评价结论```````````````````````````````````````````````````````````````````````````````````````````````````````````12

第四章风险分析与解决方案

4.1政策风险````````````````````````````````````````````````````````````````````````````````````````````````````````````````12

4.1.1风险详述````````````````````````````````````````````````````````````````````````````````````````````````````````12

4.1.2应对措施````````````````````````````````````````````````````````````````````````````````````````````````````````12

4.2市场风险````````````````````````````````````````````````````````````````````````````````````````````````````````````````12

4.2.1风险详述````````````````````````````````````````````````````````````````````````````````````````````````````````12

4.2.2应对措施````````````````````````````````````````````````````````````````````````````````````````````````````````13

4.3技术风险````````````````````````````````````````````````````````````````````````````````````````````````````````````````13

4.3.1风险详述````````````````````````````````````````````````````````````````````````````````````````````````````````13

4.3.2应对措施````````````````````````````````````````````````````````````````````````````````````````````````````````13

4.4竞争风险````````````````````````````````````````````````````````````````````````````````````````````````````````````````13

4.4.1风险详述````````````````````````````````````````````````````````````````````````````````````````````````````````13

4.4.2应对措施````````````````````````````````````````````````````````````````````````````````````````````````````````14

4.5财务风险````````````````````````````````````````````````````````````````````````````````````````````````````````````````14

4.5.1风险详述````````````````````````````````````````````````````````````````````````````````````````````````````````14

4.5.2应对措施````````````````````````````````````````````````````````````````````````````````````````````````````````14

第五章营销推广

5.1推广阶段```````````````````````````````````````````````````````````````````````````````````````````````````````````````14

5.2推广方式```````````````````````````````````````````````````````````````````````````````````````````````````````````````15

5.2.1XX搜索及度推广`````````````````````````````````````````````````````````````````````````````````````````15

5.2.2利用社交渠道推`````````````````````````````````````````````````````````````````````````````````````````````15

5.2.3新闻门户推广````````````````````````````````````````````````````````````````````````````````````````````````15

5.3核心营销运营方案`````````````````````````````````````````````````````````````````````````````````````````````````15

5.3.1会员制```````````````````````````````````````````````````````````````````````````````````````````````````````````15

5.3.2主动注册```````````````````````````````````````````````````````````````````````````````````````````````````````16

5.3.3金币激励制````````````````````````````````````````````````````````````````````````````````````````````````````16

5.3.4口碑营销```````````````````````````````````````````````````````````````````````````````````````````````````````16

5.3.5价格营销```````````````````````````````````````````````````````````````````````````````````````````````````````16

第六章管理体系

6.1公司文化````````````````````````````````````````````````````````````````````````````````````````````````16

6.1.1文化基调````````````````````````````````````````````````````````````````````````````````````````16

6.1.2公司宗旨````````````````````````````````````````````````````````````````````````````````````````16

6.1.3核心价值理念``````````````````````````````````````````````````````````````````````````````````16

6.1.4基本价值观`````````````````````````````````````````````````````````````````````````````````````16

6.1.5企业精神````````````````````````````````````````````````````````````````````````````````````````16

6.1.6品牌个性````````````````````````````````````````````````````````````````````````````````````````16

6.2组织结构````````````````````````````````````````````````````````````````````````````````````````````````16

6.3经营团队````````````````````````````````````````````````````````````````````````````````````````````````16

6.4人事制度````````````````````````````````````````````````````````````````````````````````````````````````16

6.5激励机制````````````````````````````````````````````````````````````````````````````````````````````````16

第一章市场分析

1.1项目背景

1.1.1旅游业发展前景

本世纪初期，在世界贸易的组织下我国旅游市全面开放，旅游市场的竞争日趋激烈，众多旅游企业才开始关注并投入到旅游电子商务战略中来。

电子商务与旅游热潮相结合，新生出在线旅游这一新的经营方式。

尽管在线旅游目前在中国的渗透率还不高，但发展前景依然可观。

旅游业是我国大三产业的主导性产业。

经过三十多年的发展，我国旅游业从小到大、由强到弱，逐渐发展成为我国国民经济的重要产业，我国的旅游市场规模已跃居世界前列，旅游业的巨大潜力正在逐步爆发，进入快速发展的“黄金期”。

我国正在成为全球最大的旅游市场，旅游业已进入大众化、产业化发展的新阶段。

根据数据预测，到2015年，我国将成为全球最大的旅游市场。

2013年中国在线旅游市场交易规模2204.6亿元，同比增长29%。

互联网的普及使得电子商务获得前所未有的发展将人们的消费习惯、生活习惯从线上转移到线下。

同时，旅游在线预订的比例也将进一步增大，手机无线预订将成为主要预订方式之一。

2014年OTA市场营收规模30,1亿，同比增长12.9%。

预测可知，在未来的五年里，我国在线旅游市场交易规模在2015年将突破4000亿元，增速保持在40%左右。

2017年，交易规模有望达到9000亿元，市场容量将随着人们的需求不断扩大。

1.1.2旅游业政策

旅游是综合产业，关联度强、带动作用大，发展旅游产业既可以扩大消费、拉动投资、拉加出口，促进经济增长；

又可以带动相关产业发展，增加服务业比重，促进结构调整；

还可以增加社会就业、促进农民减贫增收。

中央因势利导，把旅游作为促进经济增长的重点领域，把提升旅游消费作为六大消费工程之一，出台了一系列促进旅游业发展的政策措施，目前还在研究制定有利于旅游投资和消费的文件。

地方各级政府更加重视旅游业，采取了更加有力的举措推动旅游业为稳增长、调结构、惠民生服务。

政府对旅游企业电子商务的引导和扶持，对于加快我国旅游信息化和电子商务建设有着非常积极的作用。

1.1.3互联网+

互联网的迅速普及，加速了移动互联网的快速发展，这给旅游业的发展带来了无限生机与商机。

众多旅游企业纷纷利用信息和网络技术开展旅游业务，尤其是利用移动互联网或无线客户终端设备以实现游客更加快捷、便利地获知相关的旅游信息移动互联网快速发展带来受众媒体接收行为习惯发生变化，移动化、位置化、个性化、自服务成为用户消费需求新趋势。

1.1.4市场趋势和机会

1）市场趋势

随着中国旅游业的日益成熟，旅游市场竞争加剧现在随着互联网的飞速发展，未来互联网消费将成为世界消费的主流，传统的消费模式将渐渐走出人们的视野，我们紧紧的抓住这一关键，从思想上挑战传统的住店模式，我们有信心让“沙发客”式的电子旅游交换空间走进大众视野并接受这个新兴消费模式。

2）市场机会

以往喜欢旅游的人们都会提前定好酒店自行游或者报旅行社跟团游，这样前者不仅费用高昂而且避免不了会出现不了解当地状况而减缓了出行速度，后者即使团体消费在费用上会有相应的减少但对于穷游族也不会接受这种消费，这样我们就可以利用这些给那些穷游族和学生族提供极大的便利.

旅游行业SWOT分析

SWOT分析详解：

产业优势（s）环境中的机会（O）

产业劣势（W）环境中的威胁（T）

产业优势：

“沙发客”式的电子旅游交换空间打破传统的消费模式，在目前只有我们提出了这种消费模式，所以对我们的未来市场推广有极大的优势

产业劣势：

由于是新兴产业，又有很大的不可预知性，要快速的把这种消费模式推向市场走进大众视野将是一个挑战。

机会：

资源庞大，旅行社在不断学习中也不断进步，开始借鉴国外的先进技术，经验，管理方式等；

因为世界旅游行业普遍蓬勃发展，也就给中国提供了良好的契机；

政府大力支持；

威胁：

国外旅游行业不断冲击中国，是中国在竞争方面压力巨大；

在借鉴外国的同时，又不能像邯郸学