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内蒙古自治区第二届“万达杯”大学生商业计划书创业大赛项目名称：__塔林艾丽_______________ 主营范围：__绿色生态度假旅游______ 负责人：__朝乐门__ _______ ______年______月撰写要求：《商业计划书》统一用A4纸版式，字数要求在5000～ 7000字，文字内容要求用四号楷体字，文档保存名称为：XXX （团队主要负责人姓名）商业计划书。一、计划摘要计划摘要一般包括以下内容：计划摘要一般包括以下内容：项目介绍;主要产品（服务）的业务范围；市场概貌；营销策略；销售计划；项目发展计划；管理者及其组织；财务计划；资金需求状况等。项目介绍;主要产品（服务）的业务范围； 1、产品简介：塔林艾丽休闲旅游度假村塔林艾丽休闲旅游度假村位于呼伦贝尔市陈巴尔虎旗境内，距海拉尔50公里，距满洲里１5０公里，距离３０１国道7公里，毗邻呼和诺尔旅游景区，交通便捷，地理位置优越。主要以原生态休闲旅游为主，其中包括草原欣赏、体验牧民生活、民族特色饮食，民族特色游戏（骑马、射箭、摔跤），垂钓，采摘，写生为一体综合性旅游圣地。塔林艾丽休闲旅游度假村位于举世闻名的呼伦贝尔大草原腹地，呼和诺尔湖畔，大自然不仅赋予了这里澎湃的绿色，还把一泓碧水点缀其间，让草原的雄浑和水波的灵秀在这里融为一体，（蒙语，意为青色的湖）的名称也由此而来。我们合理运用陈巴尔虎旗旅游资源、弘扬和继承巴尔虎民族文化精髓。是依托草原生态旅游资源和浓厚的文化底蕴，牧民群众广泛参与的休闲度假、观光体验的去处。为游客提供了一种自由度高、参与性强、灵活选择的草原深度旅游全新理念和平台。 2、市场概貌；随着社会和经济的不断进步和发展，旅游业已经在全球范围内成为发展势头最强、规模最大的产业之一，其对区域就业的带动性以及对文化与环境的促进作用也日益显现出来。当今，由于依赖于草原进行远足旅行、狩猎、观光、休闲度假以及宗教或文化活动的人不在少数，所以世界上拥有大片草原的国家都非常重视草原旅游业的发展,并取得了较好的经济效益。草原旅游的发展对旅游区周围的牧区经济环境起到了带动作。近年来，我国社会经济水平显著提高。随着物质生活的极大丰富，人民对精神文化层面的需求也不断增加，旅游业因此得以迅速发展起来。国家相关政策的扶持下，以及世界生态旅游大热趋势的推动下，呼伦贝尔充分发挥自身的资源优势，依托类型多样的草原和丰富多彩的蒙古族文化，大力推动旅游业的发展，鼓励绿色生态旅游。 3、营销策略；依托呼和诺尔旅游景区的影响力，加大宣传力度，宣扬草原文化，突出自身休闲旅游特色服务 1）创新营销观念树立现代的以市场或消费者需求为中心, 结合资源优势来开发建设度假村新的市场营销观念, 更确切地说就是要实现科学的旅游产业观, 即在观念层面上建立突出特色, 面向市场的可持续的旅游发展观。具体要求上, 一方面针对市场需求发挥自身资源的比较优势来投资开发具有特色的 “精品” 旅游景区; 另一方面, 要兼顾消费者眼前利益和长远利益, 做到资源开发和保护的协调发展, 走可持续发展的道路。 2）创新营销管理在景区大力推广现代企业制度, 管理统一, 职责明确的新型管理模式， 3）创新市场定位针对目前内蒙古旅游景区资源状况及与经济时代要求相适应, 确定 “绿色和文化” 为两大核心， 1、以绿色旅游 ( 生态旅游) 为方向, 保护生态环境, 走可持续发展的道路，把绿色旅游作为旅游开发的主攻方向, 集中开发具有特色的草原、森林、冰雪旅游以及符合生态原则的人工旅游产品。 2、以民族文化为底蕴, 走文化旅游的道路，要弘扬其地方特色和民族文化 4）创新产品 1、交通基础设施便捷，畅通，保证安全。 2、配套设施完善。 3、参与性强，给游客新奇刺激，生动活泼，调动和发挥游客的感官功能，提供亲身感受和参与的机会。 4、互动性强，在旅游产品的设计上满足消费者与产品和环境设施的互动 5、可持续性，保证旅游产品在保护生态环境基础上, 实现可持续的利用和发展二、项目介绍项目介绍的内容包括：主营产业、产品和服务、项目的竞争优势以及所处阶段等基本情况。 ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ 三、战略规划战略规划的内容一般包括：项目的宗旨和目标、项目的发展规划和策略。 ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ 四、创业组织结构组织结构的内容包括：团队成员间的分工、分组、协作、联系等要素之间的相互关系。 ____________________________________________________________________ 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___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ 五、产品服务产品（服务）介绍应包括以下内容：产品（服务）的概念、性能及特性；主要产品（服务）介绍；产品（服务）的市场竞争力；产品（服务）的研究和开发过程；发展新产品（服务）的计划和成本分析；产品（服务）的市场前景预测；产品（服务）的品牌和专利。 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___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ 六、市场预测市场预测应包括以下内容：市场现状综述;竞争厂商概览；目标顾客和目标市场；本项目产品（服务）的市场地位;市场区格和特征等等。 ___________________________________________________________________ ___________________________________________________________________ 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___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ 七、生产计划创业计划书中的生产制造计划应包括以下内容：产品制造和技术设备现状；新产品投产计划；技术提升和设备更新的要求；质量控制和质量改进计划。 ____________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ 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___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ 八、营销计划营销策略应包括以下内容：市场机构和营销渠道的选择、营销队伍和管理、促销计划和广告策略、价格决策。 ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ 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