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現代財智新童話兒童動漫出版物商業計劃書DOC

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更新時間:2020-9-21

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基本簡介
近 30 年來經濟的飛速發展讓中國的面目煥然一新,但我們的家庭幼兒教育卻沒能 跟得上社會的進步,還停留在以智商為主導的層面上。一方面是由于家長的成長和受 教育的時期的社會背景和現實社會的背景差別巨大,另一方面是低幼兒童教育的方式 和方法明顯滯后于時代的發展。正是出于對目前社會現狀的分析和研究,本文作者才 策劃了一個符合現代社會需求的“現代財智新童話系列兒童動漫讀物”項目。 本計劃書首先通過對兒童動漫讀物市場的宏觀環境進行分析,包括政策、經濟、 社會、技術的分析,再通過問卷調查和實地訪問的形式找到潛在需求和細分機會。其 次,我把產品理解為為客戶創造價值的載體,努力營造完善的客戶體驗。通過系統的 傳播促銷方案將產品價值傳播給盡可能多的目標對象,并通過渠道計劃將價值傳播給 客戶的同時以價格策略體現價值。最后對項目做詳細的財務和風險分析論證計劃的可 執行。 經過綜合分析與計劃得出結論,《現代財智新童話》項目是一個有益于兒童成長, 具有良好社會效應能持續盈提供良好回報的商業項目。 關鍵詞,兒童財商教育;動漫出版物;商業計劃書II Abstract The past 30 years the face of China's rapid economic development for a new look, but our pre-school education failed to keep pace with the progress of social development is still stuck in the level of IQ-led.On the one hand, due to the growth of the parents and the background of the period of education and social reality is a huge difference, on the other hand, is the ways and means of the Infant children's education has lagged far behind in the development of the times. It is for the current social situation of analysis and research, the author planning a modern FQ new fairy tale series children's cartoon book, projects that meet modern needs of the community. This plan first by the macro environment on children's cartoon books market analysis, including political, economic, social, technical analysis, then through the form of questionnaires and field visits to find the potential demand and segmentation opportunities. Secondly, I understand the product carrier to create value for our customers and strive to create the perfect customer experience. Through the dissemination of marketing programs to spread the value of the product to as many target audiences, the value spread through the channel program to the customer at the same time reflect the value pricing strategy. Finally, detailed financial and risk analysis and demonstration program executable on the project. Concluded after a comprehensive analysis and planning the modern FQ new fairy tale project is a benefit to the child to grow, with good social effects of sustained surplus to provide a good return on commercial projects. Key words,Children's financial education;Cartoon publications;Business planIII 目 錄 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 圖表清單..................................................................................................................................VI 第一章 緒 論..........................................................................................................................1 1.1 研究的背景與意義 .......................................................................................................... 1 1.1.1 研究背景................................................................................................................... 1 1.1.2 研究意義................................................................................................................... 2 1.2 文獻綜述 .......................................................................................................................... 2 1.3 研究方法與內容 .............................................................................................................. 4 第二章 企業及項目概況...........................................................................................................6 2.1 企業簡介 .......................................................................................................................... 6 2.1.1 公司注冊信息........................................................................................................... 6 2.1.2 公司研究、開發、生產能力 ................................................................................... 6 2.1.3 公司主要戰略合作方 ............................................................................................... 7 2.2 項目簡介 .......................................................................................................................... 8 2.2.1 出版物部分............................................................................................................... 8 2.2.2 多媒體電子書........................................................................................................... 9 2.2.3 項目特色介紹......................................................................................................... 10 2.3 目標市場與市場定位 .................................................................................................... 11 2.3.1 目標市場................................................................................................................. 11 2.3.2 市場定位................................................................................................................. 11 2.4 項目管理團隊及組織構架 ............................................................................................ 12 2.5 本章小結 ........................................................................................................................ 13 第三章 項目環境分析.............................................................................................................14 3.1 宏觀環境分析 ................................................................................................................ 14 3.1.1 政策環境................................................................................................................. 14IV 3.1.2 經濟環境................................................................................................................. 15 3.1.3 社會壞境................................................................................................................. 17 3.1.4 技術條件................................................................................................................. 18 3.2 國內外財商教育現狀 .................................................................................................... 18 3.3 幼兒圖書主要購買者分析 ............................................................................................ 20 3.3.1 幼兒園家長的觀點(問卷) ................................................................................. 20 3.3.2 幼教老師的觀點(訪談) ..................................................................................... 22 3.3.3 幼兒圖書的主要購買者購買途徑分析 ................................................................. 23 3.3.4 不同年齡段兒童的行為特征 ................................................................................. 24 3.4 競爭環境分析 ................................................................................................................ 26 3.5 本章小結 ........................................................................................................................ 27 第四章 營銷計劃.....................................................................................................................28 4.1 銷售目標估計與品牌建設目標 .................................................................................... 28 4.2 產品組合計劃 ................................................................................................................ 29 4.2 .1 產品套裝 ................................................................................................................ 30 4.2.2 品牌 ......................................................................................................................... 33 4.3 價格策略 ........................................................................................................................ 33 4.3.1 套裝定價 ................................................................................................................. 33 4.3.2 渠道價格策略 ......................................................................................................... 34 4.4 渠道計劃 ........................................................................................................................ 35 4.4.1 出版社代理的傳統書店渠道 ................................................................................. 35 4.4.2 公司自營的幼兒園直供渠道發展規劃 ................................................................. 35 4.4.3 網商渠道 ................................................................................................................. 36 4.5 促銷計劃 ........................................................................................................................ 36 4.5.1 核心推廣理念與廣告說辭 ..................................................................................... 36 4.5.2 立體廣告傳播計劃 ................................................................................................. 38 4.6 項目執行人員配備與管理計劃 .................................................................................... 40 4.6.1 人員招募 ................................................................................................................. 40 4.6.2 績效薪酬方案 ......................................................................................................... 40V 4.7 本章小結 ........................................................................................................................ 41 第五章 財務分析與風險控制.................................................................................................42 5.1 財務分析 ........................................................................................................................ 42 5.1.1 正常經營銷售收入預測 ......................................................................................... 42 5.1.2 正常經營成本及費用預測 ..................................................................................... 42 5.1.3 預計利潤及利潤表 ................................................................................................. 44 5.1.4 預計現金流量表 ..................................................................................................... 45 5.2 風險分析及對策 ............................................................................................................ 47 5.2.1 可能存在的風險 ..................................................................................................... 47 5.2.2 風險對策................................................................................................................. 48 5.3 本章小結 ........................................................................................................................ 49 結 論......................................................................................................................................50
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