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密级：学校代码：10075分类号：学号：20110181国际商务硕士学位论文学位申请人：刘淑妹指导教师：邵劼副教授学位类别：国际商务硕士授予单位：河北大学答辩日期：二〇一三年五月ClassifiedIndex:CODE:10075U.D.C:NO:20110181ADissertationfortheDegreeofM.InternationalBussinessYiHeNursingHomeofCangZhouCityBusinessPlanCandidate:LiuShumeiSupervisor:AssociateProf.ShaoJieAcademicDegreeAppliedfor:MasterofInternationalBussinessUniversity:HebeiUniversityDataofOralexamination:May，2013摘 要 I摘要在沧州市老龄化社会发展不断深入，市场对专业养老机构存在巨大需求，但沧州市养老院床位供应严重不足的社会大背景下，本文选择拟创建创新型养老院并对具体实施情况进行描述。 论文包括九个章节：第一章为执行总结，概述后面八个章节的主要内容；第二章对沧州市养老行业发展状况、市场环境、市场状况、竞争对手进行分析，得出养老院创建的可行性；第三章对公司基本情况、组织结构、管理团队及职能分布和薪酬管理进行介绍；第四章对养老院提供的产品服务项目进行说明；第五章对养老院研发能力及研发规划进行叙述；第六章为企业进行市场宣传、扩大市场知名度以达到迅速挤占市场份额的目的而制订了较完善的市场宣传战略；第七章主要介绍创办养老院的资金筹措、投资者拥有的权益和资金退出方式三个方面的内容；第八章对养老院财务数据进行假设、预测，证实养老院可以实现盈利；第九章对创办养老院可能存在的风险进行说明并提出解决对策。 本文运用文献研究法、比较分析法、统计分析法、实地考察法等方法对创建养老院项目进行构建，取得项目所需的市场数据，得出项目可行性。文章对养老院创立进行了全方位的规划，是一份比较切实可行的商业计划书。 关键词沧州市颐和养老院商业计划市场营销财务分析Abstract IIAbstractUnderthesocialbackgroundthattheagingsocietydevelopdeeplyandthereisahugedemandforprofessionalpensioninstitution,butaseriousshortageofsupplyofnursinghomebedsinCangZhoucityHeBeiprovince.Thispaperintendstocreateaninnovativenursinghomeanddescribethespecificimplementationofthenursinghome.Thepaperconsistsninechapters:thefirstchapteristheexecutivesummarywhichoverviewthemaincontentsofthenexteightchapters.Thesecondchapteranalysisthenursinghomeindustrydevelopmentstatus,marketenvironment,marketconditionsandcompectitorsofCangZhouCity,weconcludethatitisfeasibletocreatetheinnovativenursinghome.Thethirdchapterstipulatesthecompany’ssituation,theorganizationstructure,teamofmanagementandtheirfunctionandcompensation.Thefourthchapterdescribestheproductsandservicesprovidedbythenursinghome.Thefifthchapternarrativeonnursingresearchanddevelopmentabilityandtheresearchdevelopmentplanning.Thesixthchaptermakesgoodmarketingstrategytohavemarketingandenlargemarketpopularityandquicklyoccupythemarketshare.Chapter7mainlyintroducesthreeaspectsofcontent:howtofinancingthenursinghome,theincestors’srightsandinterests,wayofcapitalwithdraw.Chapter8makesfinancialdateassumptionsandprojectionsfornursinghome,confirmingthatthenursinghomecanprofitandachieveitspurpose.Chapter9showstheriskstoestablishnursinghomeandputsforwardthecountermeasures.Thispaperusesliteratureresearch,comparativeanalysis,statisticalanalysis,on-the-spotinvestigationmethodtocreatethisprogram,andusesthesemethodstoobtainmarketdatathattheprojectneedandcometotheconclusiontheprojectfeasibility.Thispaperhascarriedonthecomprehensiveplanningtonursinghomefounded,itisafeasiblebusinessplan.KeywordsCangzhounursinghomeBusinessplanMarketingmanagementFinancialanalysis目 录 III目录第1章 执行总结∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙1 1.1沧州市养老院市场分析····························································································11.2公司介绍····················································································································11.3产品介绍····················································································································11.4研究与开发················································································································11.5市场营销····················································································································21.6融资说明····················································································································21.7财务分析与预测········································································································21.8风险分析和对策········································································································2第2章 沧州市养老院市场分析∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙4 2.1沧州市养老院行业发展现状·····················································································42.2养老院市场环境分析································································································42.3沧州市养老院市场调查分析·····················································································82.4竞争对手分析··········································································································102.5小结··························································································································12第3章 公司介绍∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙13 3.1公司基本情况··········································································································133.2组织架构··················································································································143.3管理团队和职能介绍······························································································153.4薪酬制度··················································································································20第4章 产品介绍∙∙∙∙∙∙∙∙∙∙