【正文】 目錄 一、執(zhí)行概述 ................................................................................................................... 4 公司描述 ........................................................................................................... 4 市場(chǎng)描述 ........................................................................................................... 5 投資與財(cái)務(wù) ....................................................................................................... 6 組織及人力資源 ................................................................................................ 6 二、“無(wú)涯”俱樂(lè)部市場(chǎng)分析 ............................................................................................ 7 調(diào)查對(duì)象市場(chǎng)概況 ............................................................................................. 7 調(diào)查的目標(biāo)費(fèi)群市場(chǎng)調(diào)查分析 ....................................................................... 7 市場(chǎng)容量分析 ................................................................................................. 9 市場(chǎng)消費(fèi)群的購(gòu)買力分析 .................................................................................. 9 目標(biāo)消費(fèi)群心理分析 ....................................................................................... 10 目標(biāo)市場(chǎng)的走勢(shì)、預(yù)測(cè)分析 ............................................................................. 12 三、公司戰(zhàn)略 ................................................................................................................. 13 公司概述 ......................................................................................................... 13 公司戰(zhàn)略 ......................................................................................................... 15 四、服務(wù)產(chǎn)品介紹 .......................................................................................................... 21 項(xiàng)目背景 ......................................................................................................... 21 服務(wù)的具體內(nèi)容 .............................................................................................. 22 服務(wù)產(chǎn)品優(yōu)勢(shì) .................................................................................................. 22 服務(wù)產(chǎn)品特點(diǎn) .................................................................................................. 24 五、品牌戰(zhàn)略 ................................................................................................................. 24 形象建設(shè)（ CIS 品牌識(shí)別系統(tǒng)） ...................................................................... 24 公關(guān)建設(shè) ........................................................................................................ 26 品牌營(yíng)銷策劃 .................................................................................................. 28 六、市場(chǎng)營(yíng)銷 ................................................................................................................. 30 營(yíng)銷環(huán)境分析 .................................................................................................. 30 產(chǎn)品策略 ......................................................................................................... 32 服務(wù)策略 ......................................................................................................... 32 客戶忠誠(chéng)策略 .................................................................................................. 32 價(jià)格策略 ......................................................................................................... 33 渠道策略 ......................................................................................................... 33 促銷策略 ......................................................................................................... 34 七、人力資源管理 .......................................................................................................... 35 組織的結(jié)構(gòu)設(shè)計(jì) .............................................................................................. 35 7. 2 部門職能安排 ................................................................................................. 36 部門職位及人員設(shè)定 ....................................................................................... 37 人力資源規(guī)劃與招募： .................................................................................... 38 績(jī)效管理： ..................................................................................................... 40 薪資結(jié)構(gòu) ........................................................................................................ 41 八、財(cái)務(wù)管理及效用評(píng)價(jià) ............................................................................................... 42 股本規(guī)模和結(jié)構(gòu) .............................................................................................. 42 主營(yíng)業(yè)務(wù)成本預(yù)算 ........................................................................................... 42 營(yíng)業(yè)費(fèi)用預(yù)算 .................................................................................................. 42 財(cái)務(wù)費(fèi)用預(yù)算 .................................................................................................. 46 主營(yíng)業(yè)務(wù)收入預(yù)算 ........................................................................................... 46 模擬利潤(rùn)表預(yù)算 ............................................................................................ 48 財(cái)務(wù)評(píng)價(jià)指標(biāo) ................................................................................................ 49 九、風(fēng)險(xiǎn)分析及與應(yīng)對(duì)對(duì)策 ............................................................................................ 51 風(fēng)險(xiǎn)分析 ....................................................................................................... 51 應(yīng)對(duì)機(jī)制 ....................................................................................................... 52 資本退出機(jī)制 ................................................................................................ 54 “無(wú)涯”俱樂(lè)部市場(chǎng)調(diào)查分析報(bào)告 ................................................................................. 55 主要參考資料 .........................