目 录
第一部分 摘要
一、项目简单介绍 ··························································2 二、市场目标概述···························································2 三、项目优势及特点简介·····················································2 四、收入来源简析···························································3 第二部分 项目背景及可行性分析 第一章 项目背景····························································3 第二章 市场分析
一、老年人养老状况国内外现状···············································3 二、目标市场的设定·························································4 三、SWOT分析·······························································4 四、市场初步分析···························································5 五、市场管理分析···························································5 第三章 商业实施方案
一、商业模式实施方案总体规划介绍 ··········································5 二、营销策划·······························································6 第三章 竞争分析 一、主要竞争对手···························································6 第四章 管理 一、管理团队·······························································7 二、管理组织·······························································7 三 管理制度······························································7 第五章 财务分析 一、筹资分析·······························································8 二、财务分析·······························································8 第六章 总结 一、· ·····························································8 二、· ······························································8 三、······························································8 四、·······························································8 五、······························································8 六、·······························································8
目标：指明计划的投资价值所在。解释是什么（What），为什么（Why）和怎么样（How）。参赛项目具体来源：参赛小组成员参与的发明创造或专利技术；经授权的发明创造或专利技术（此种情况下，参赛小组须向组委会提交具有法律效力的发明创造或专利技术所有人的书面授权许可，以引用其产品）；可能研发实现的概念产品或服务。 一、核心内容
产品（或服务）的独特性 详尽的市场分析和竞争分析 现实的财务预测 明确的投资回收方式 精干的管理队伍 二、写作框架
1.概述：
老年人服务中心的业务和目标及其他；产品或服务；用途、好处；竞争收拾所在；专利权、著作权、政府批文、鉴定材料等。
2.市场：
市场状况、变化趋势及潜力；调研数据；细分目标市场及客户描述。 3.竞争：
现有和潜在的竞争者分析；竞争优势和战胜对手的方法。 4.营销：
针对每个细分市场的营销计划；如何保持并提高市场占有率。 5.运作：
原材料、工艺、人力安排等。 6.管理层：
每个人的经验、能力和专长；组成营销、财务和行政、生产。 7.财务预测：
营销收入和费用、现金流量；前两年月报、后三年年报。 8.附录： 上述信息的材料 三、思考方法
1.收入成本法（适用于利润的预测和变动分析） 利润=收入-成本
1
收入=价格*销售量 成本=固定成本+可变成本
2.市场营销4Ps（适用于销售状况的预测和变动分析） Product：产品 Price：价格 Promotiong：促销 Placement：分销策略 3.波特五大竞争作用力
（适用于分析是否应进入某个市场或产品领域，以及是否有长期的竞争力） 供应商议价能力 购买者议价能力 潜在竞争者 替代品竞争 行业内原有竞争
4.内部因素和外部因素（适用于分析各类经营问题） 外部因素：
市场（趋势、细分市场、替代品） 客户（需求、品牌忠诚度、价格敏感度） 竞争对手（数量、市场份额、优势） 内部因素：
营运（生产效率、成本因素）
财务（利润率、资金利用率、现金管理） 产品（竞争优势、差异性）
