目录
第一章 执行摘要_________________________________________________________________5
1.1 公司基本信息______________________________________________________________________ 5
1.2 公司文化__________________________________________________________________________ 5
1.3 项目介绍__________________________________________________________________________ 5
1.4 核心资源及优势____________________________________________________________________ 6
1.4.1 以当地人为核心的顾问服务_______________________________________________________________6
1.4.2 优秀的创始人___________________________________________________________________________7
1.4.3 成熟的运营团队_________________________________________________________________________7
1.4.4 丰富的战略合作资源_____________________________________________________________________7
1.4.5 基础销售网络搭建完毕___________________________________________________________________7
1.5 融资需求__________________________________________________________________________ 8
第二章 市场分析_________________________________________________________________9
2.1 旅游行业市场______________________________________________________________________ 9
2.1.1 中国在线旅游市场交易规模稳定增长_______________________________________________________9
2.1.2 定制游市场未开发完全___________________________________________________________________9
2.1.3 全国出境旅游人次不断增长______________________________________________________________10
2.1.4 2015 年赴新加坡游客达到 209 万人______________________________________________________ 11
2.2 目标群体分析_____________________________________________________________________ 11
2.2.1 40%用户计划出境游____________________________________________________________________12
2.2.2 新加坡在出境游用户满意度排名第六_____________________________________________________ 12
2.2.3 在线旅游产品已经被大部分用户接受______________________________________________________13
2.2.4 用户更喜欢在线预订酒店机票、查攻略____________________________________________________13
2.2.5 更喜欢在线旅游的便捷性________________________________________________________________14
2.3 市场定位分析_____________________________________________________________________ 14
2.3.1 当地人概念自由行服务平台______________________________________________________________14
2.3.2 当地人一站式出境自由行品牌____________________________________________________________14
第三章 竞争分析________________________________________________________________15
3.1 直接竞争对手分析_________________________________________________________________ 15
3.2 潜在竞争对手分析_________________________________________________________________ 15
3.3 本项目比较优势___________________________________________________________________ 15
第四章 商业模式及战略规划______________________________________________________16
4.1 商业模式_________________________________________________________________________ 16
4.1.1 商业模式构建__________________________________________________________________________16
4.1.2 盈利模式______________________________________________________________________________16
4.2 SWOT 分析________________________________________________________________________17
第 3页 共 29 页商业机密
4.3 战略规划_________________________________________________________________________ 17
第五章 市场营销________________________________________________________________19
5.1 总体市场策略_____________________________________________________________________ 19
5.2 IT 规划与上线_____________________________________________________ 错误！未定义书签。
第六章 管理团队________________________________________________________________21
6.1 组织结构图_______________________________________________________________________ 21
6.2 团队建设_________________________________________________________________________ 22
第七章 融资及资金使用计划______________________________________________________23
7.1 融资计划_________________________________________________________________________ 23
7.2 资金使用计划_____________________________________________________________________ 24
7.3 退出机制_________________________________________________________________________ 24
7.3.1 公司回购______________________________________________________________________________24
7.3.2 持续经营获利__________________________________________________________________________24
7.3.3 股权转让______________________________________________________________________________24
7.3.4 公开上市______________________________________________________________________________24
第八章 财务预测与分析__________________________________________________________25
8.1 基本假设_________________________________________________________________________ 25
8.2 财务预测_________________________________________________________________________ 25
8.2.1 收入预测______________________________________________________________________________25
8.2.2 利润预测______________________________________________________________________________26
第九章 风险及控制______________________________________________________________27
9.1 经营管理风险及控制_______________________________________________________________ 27
9.2 财务风险及控制___________________________________________________________________ 27
9.3 法律风险及控制___________________________________________________________________ 28
9.4 市场风险及控制___________________________________________________________________ 28
9.5 竞争风险及控制___________________________________________________________________ 29
