星期八旅行社创业计划书.docx
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星期八旅行社创业计划书.docx
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星期八旅行社创业计划书
星期八
旅行社
非常5+1成员组:
刘**夏**贺**丁**刘**黄**
第一章执行概要·······················································1
1.1企业概况·······················································1
1.2目标市场·······················································1
1.3投资和财务·····················································1
1.4组织和人力资源·················································1
第二章企业描述·······················································2
2.1企业名称·······················································2
2.2公司概况·······················································2
2.3目标市场·······················································2
2.4企业选址·······················································2
2.5企业宗旨·······················································2
2.6资本构成·······················································3
2.7核心竞争力·····················································3
第三章产业分析························································4
3.1SWOT分析报告·················································4
3.2大学生旅游市场特征·············································5
第四章市场分析························································6
第五章营销计划························································7
5.1计划摘要·······················································7
5.2市场调查及分析·················································7
5.3营销策略·······················································7
第六章管理团队与公司结构··············································9
6.1团队组织管理···················································9
6.2人力资源管理···················································12
第七章运营计划························································13
7.1运营主目标定位·················································13
7.2运营目标的有形定位·············································13
7.3运营市场定位···················································13
7.4产品定位·······················································13
7.5价格定位·······················································13
7.6渠道定位·······················································14
7.7促销定位·······················································14
7.8广告策划·······················································16
7.9公关策划·······················································16
第八章产品服务设计与开发计划··········································17
8.1开发状况和任务·················································17
8.2旅行社产品详细介绍·············································18
8.3风险及对策·····················································19
8.4旅行社成本费用的基本构成分析···································20
第九章融资计划·························································22
9.1融资方式························································22
9.2融资途径及主体··················································23
9.3各项财务报表····················································24
第一章执行概要
1.1企业概况
星期八旅行有限责任公司旗下的星期八旅行社是一个计划中,主要以满足大学生或者准大学生休闲,娱乐一体的旅行社企业。
以“用心创造快乐”为宗旨,让大学生的生活丰富多彩。
以统一的品牌形象,统一的服务质量,统一的软产品开发,统一的市场销售击败竞争对手。
在提供轻松、快乐、周到服务的同时,倡导新青年,旅游新时尚的新概念,推出个性化产品,追求高质量服务。
星期八旅行社创业之初服务对象主要以大学生为主,中后期可能兼顾社会旅游团体,展开一系列富有特色的创新性旅游活动
1.2目标市场
本公司主要面对大学生旅游市场,在面对旅游市场上的混乱局面,本公司一举打入大学生群体这一片空白,以求占得先机,稳固基层,为以后的发展做铺垫。
1.3投资和财务
星期八旅行有限责任公司,拟定投入资金50万元。
资金主要来源于个人融资
1.4组织和人力资源
星期八旅行社的性质是有限责任公司,初期组织结构为直线——职能制。
公司经营权与所有权分开,实行总经理负责制,下设:
外联部、信息组、人事部、接待部、服务部。
公司在人力资源上强调“团队至上”的原则,以“家”为理念强调团队协调工作及团结向上。
通过建立科学的人事制度,在企业用工、人力规划、人员培训与开发、考评等方面充分发挥管理团队的特长,以提高工作效率。
第二章企业描述
2.1企业名称
星期八旅行有限责任公司
2.2公司概况
星期八旅行社是一个针对大学生旅游市场的公司。
初期将以合肥大学城及周边地区的旅游资源为基础,结合各行业的有利支持,将形成独特的经营模式和相互支持的战略联盟,及经营网络。
以统一的品牌形象,统一的质量服务,统一的产品开发,统一的市场销售立足于市场。
在提供轻松、欢快、安乐、周到服务的同时,倡导时尚旅游新概念,推出个性化产品,追求更高品质的服务为广大青年学生打造舒适、理想的旅程。
公司以“低价位高服务,重安全得尊重”为宗旨,年轻,精干,诚实团结的业务队伍;踏实,谦虚,勤奋,负责的敬业精神是我们发展壮大的基础条件和资本。
创业初期主要顾客群体以在校大学生为主,中后期可兼顾社会旅游群体,游客组织形式有团体和散客旅游,产品内容包括全包价旅游、半包价旅游、小包价旅游、零包价旅游、单项委托服务和组合旅游。
2.3目标市场
本公司产品主要面对大学生旅游市场。
现今旅游市场上你争我抢,打价格战,竞争激烈,但高校市场则相对空白,我公司发展大学生旅游可入主此空白市场,占得先机。
2.4企业选址
合肥大学城
2.5企业宗旨
用心创造快乐
2.6资本构成
集体出资为主,银行借贷为辅
2.7核心竞争力
①大学生——稳定的客源;
②运作低成本广告——传单、短信;
③选址优势——学生众多,客源较稳定
第三章产业分析
3.1SWOT分析报告
3.1.1、S—Strength(优势)
①趁其他旅行社未进入或已进入但未站稳大学生市场之际,率先进入和站稳市场,充分发挥品牌优势,达到先入为主的效果
②潜在市场大,市场前景好
③本公司的产品在旅游行业大**中有较强的竞争力
④公司员工以大学生为主,成员都是年轻人,有创新精神,开拓性强。
且有专业的旅游、策划、心理等知识,较为专业
⑤本公司属于创业型公司,调动灵活,调节性强
3.1.2、W—Weakness(劣势)
①公司规模小,资金有限
②抗风险能力弱
③员工多为创业者,缺少经验
3.1.3、O—Opportunity(机会)
①同行业中做大学生旅游市场的公司较少
②法定假期的增加使大学生有了较多的自由支配时间
③父母提供大学生较为宽裕的生活费用使得大学生有能力旅游
④大学生出游动机逐渐成熟
⑤国家大力支持旅游业发展
3.1.4、T—Threat(威胁)
①旅行社间大打价格战,会流失一部分消费者
②大学生自主旅游增多
③随着国家对外资或中外合资旅行社准入条件的放宽,局时,国内整个旅游行业将面临严峻的考验
3.2大学生旅游市场特征
①大学生旅游群体注重价格,讲究经济,毕竟他们作为纯消费群体,可用于个人支配的资金不多,对于价格较为敏感
②目的地的选择以短时间、邻近地区、自然风景类为主,根据《中国驴友报》对高校学生专项抽样调查显示,大学生出游旅游天数多以2-4天为主,比例总和占74.2%,大学生履历少,对新奇事物较好奇,探索心强,其中两性搭配占大多数
③出行顾虑多,虽然出游愿望强烈,但由于顾虑大多不会轻易选择出游,据调查,最担心的事情依次是:
安全问题、购车票等出行路途、食宿问题、健康问题,尤其是女士对其中的安全问题尤为关注。
④大学生从众心理显著,出行计划易受周围同学及朋友的影响。
只要旅行社解决了以上问题,那么进入大学生市场将会变得很容易,并且会取得很好的效益。
第四章市场分析
旅游业是一个蓬勃发展的朝阳产业。
目前,我国是世界上第四大入境旅游接待国和世界上最大的国内旅游市场。
经过改革开放近30年的发展,我国旅游业实现了由旅游资源大国向
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