江西乐百岁有限责任公司2

乐百岁老年人“幼儿园”1江西乐百岁有限责任公司2011年4月江西.九江乐百岁老年人“幼儿园”2—创业计划书创业小组著团队成员：龚诗平陈慧萍江柱强赵成凯杨勇毅徐天生乐百岁老年人“幼儿园”3目录一．计划要素·············································································.公司介绍·······················································································部门职能管理体系·········································································组织、人力资源管理·································································创新机制·······················································································二．项目背景··············································································.产业背景····················································································.业务概述···················································································三．市场要素及可行性分析··························································消费者·行为和购买力分析·························································市场分析··············································································市场容量···················································································四、竞争分析·················································································五．公司战略···············································································.乐百岁概述·············································································.总体战略················································································.发展战略···············································································六．市场营销···········································································服务营销················································································价格营销················································································.渠道策略···················································································促销营销···················································································.关系营销及口碑营销·······························································.品牌营销···················································································七．服务管理············································································.提供高品质服务的要求·······················································.乐百岁总部地址的选择·······················································.项目进度···············································································.服务模式················································································.组织管理···············································································八．投资分析············································································资金来源与运用··································································.投资收益与风险分析···························································.投资净现值···········································································.投资回收期···········································································8．财务分析··············································································.利润分析表··········································································.销售预测表···········································································附表一、九江市老年人休闲活动调查问卷附表二、乐百岁会员管理制度乐百岁老年人“幼儿园”4我们的宗旨：让老年人跨越岁月的羁绊，激活生命的潜能，迎接身心的大解放”。我们的目的：让老年人对新事物，新知识的体验，得到社会的尊重与认同，让做儿女的放心，让父母老有所乐，老有所为。乐百岁老年人“幼儿园”5一、计划要素（一）、公司介绍：乐百岁老年人“幼儿园”是一家提供培训、组织、咨询等服务为一体的休闲娱乐活动有限责任公司，提倡积极向上的老年健康休闲生活，为老年人创造更加健康幸福的生活环境，倡导尊老爱老的和谐社会。地址位于江西省九江，我们的宗旨是“让老年人跨越岁月的羁绊，激活生命的潜能，迎接身心的大解放”。老年人养老问题成为社会关注的问题，老年朋友不再拘泥于“看孩子+麻将桌”的传统养老模式，他们更倾向于积极向上、乐观开朗的生活方式。社区养老是一种新型养老形式,由于中国的家庭观念比较重,传统思想观念﹑文化观念对老人的生活习惯有较为深刻的感染和影响。医疗水平的进步使人口寿命增加,由于我国人口基数大,老人人口众多,家庭服务业不发达,社区养老成为将来的养老主流成为必然,社区养老的市场开拓势在必行。目前全国还没有一个较为完整的可供参考的社区养老方案,因此,开办这一形式老年人“幼儿园”,让老年人对新事物，新知识的体验，得到社会的尊重与认同，让做儿女的放心，让父母老有所乐，老有所为。。（二）部门职能管理体系公司性质:有限责任公司。组织形式公司初期拟采取直线职能制的组织形式，如图所示：乐百岁老人年“幼儿园”营销总监：陈慧萍管理财务部营销部生产部CEO:龚诗平经理：江柱强财务总监：赵成凯生产总监：徐天生部门职能市场总监：杨勇毅指导老师：姜启跃乐百岁老年人“幼儿园”6（三）部门职责CEO:乐百岁有限责任公司总投资人，负责公司的战略规划及日常经营事务，决定经理和部门总监的人选，协调各部门之间关系；服务经理：负责老年休闲服务项目的开发，及在作项目的整体规划；并掌握老年工作人才库，包括员工的招聘，及咨询专家的邀请，协调会员与乐百岁之间的矛盾。营销总监：负责乐百岁总体的营销活动，决定乐百岁的营销策略和措施，并对营销工作进行评估和监控，包括广告、公共关系、会员营销、客户服务、加盟连锁等。财务总监：负责乐百岁资金的、使用和分配，如财务计划和分析、投资决策、资本结构的确定等等；负责日常会计工作与税收管理，每个财政年度末向总经理汇报本年财务情况并规划下年财务工作。市场总监：负责乐百岁总体的市场调查，决定乐百岁的营销策略和措施，并对市场信息评估和监控，包括市场分析等采购总监：负责采购方面的事（四）组织、人力资源管理公司性质为责任有限公司，初期组织结构采取直线制。公司所有权与经营权分离，实行总经理负责制。CEO下设服务经理、营销总监、财务总监，生产总监，市场总监，采购总监。我公司将聘请热爱老年教育事业、有奉献精神、具有各种特长的年富力强的专业人士作为各种老年兴趣小组的培训师，包括书画、太极拳、器乐及音律合唱、玩具、门球、园艺、集邮、舞蹈、等种类。（五）创新机制本公司着眼发展以下几个方面的创新：机制创新：采用会员打分制，评定员工成绩；建立公司人才资源库，为员工提供接受培训和再教育的机会；技术创新：利用社会现有的人才资源，通过公开比赛招聘专业人士，也在会员中寻找年富力强，寻求老有所为的老年朋友，协助乐百岁的工作。服务创新：以人为本、体验老人的服务理念为老年朋友创造新生活、新体验。文化创新：以尊重、和谐的工作氛围，引导员工团队及创新意识。二：项目背景：（一）产业背景据全国第五次人口普查结果资料显示，我国人口年龄结构已经步入老年型社会。目乐百岁老年人“幼儿园”7前中国60岁以上老年人口已达1.32亿，并以每年3.2％的速度急剧增长。据统计部门预测，到2030年我国60岁以上的老年人将达到3.1亿，占到全国总人口比例的20.42％。这一趋势对老龄产业的发展来说既是挑战又是机遇。我国的老龄产业体系还不完善，而老年人的需求又是多方面的，既包括物质方面又包括精神方面，目前这一产业的发展现状还无法给老年人提供全面周到的服务。老年人口的急剧增长，给“养老市场”带来了巨大的发展空间。“养老市场”需求趋旺，有很大的拓展空间。九江市老龄委提供的最新数字显示，九江市区60岁以上的老年人口（有户籍者）已达6.1万