爱老老年服务有限责任公司创业策划书.docx

爱老老年服务有限责任公司创业策划书学院年级：国际商学院 2011级团队成员：马旭龙 11712 人力资源管理姜路霞 11712 人力资源管理陈美 11712 人力资源管理邹宜吟 11710 市场营销陈明 11714 财务管理目 录执行摘要········································4公司描述···································4市场·······································4投资与财务·································4组织与人力资源····························· 5项目背景········································5行业背景··································· 5服务概述··································· 63．市场分析······································· 7 3.1．SWOT分析································· 73.2.目标市场细分································8 3.3．目标市场选择································ 84.公司战略········································ 8 4.1．总体战略···································· 8 4.2．发展战略···································· 85.市场营销········································ 9 5.1.消费者分析··································9 5.2.服务项目整合·······························10 5.3.营销策略组合·······························136.财务分析········································15 6.1.项目固定资产投资估算·······················156.2.销售额预测································· 156.3.经营成本及经营费用························· 166.4.收益表及现金流量表························· 177．管理体系······································18 7.1.公司性质··································· 18 7.2.组织形式··································· 19 7.3.部门职责··································· 198.人员招聘管理··································· 19 8.1.各时期团队补充···························· 19 8.2.运作模式··································· 20 8.3.创新机制·································· 219.风险评估······································· 21 9.1.风险类型·································· 21 9.2.解决方案·································· 2210.风险资本的退出································ 23执行摘要公司描述我国是世界上老年人口最多的国家之一，老年人口基数大，增长速度快。据预测，从2011年到2015年，全国60岁以上老年人将由1.78亿增加到2.21亿，平均每年增加老年人860万；老年人口比重将由13.3%增加到16%，平均每年递增0.54个百分点。据天津市第五次人口普查快速汇总资料显示，自1990年至2000年65岁及以上人口增加了46.74%，年平均增长率为3.78%。2000—2035年，老年人口以更快的速度增加，并于2035年达到最大规模，60岁及以上人口为337.49万，65岁及以上人口为2