彝良XX医院（二级甲等综合医院）商业计划书二零一六年一月目录一、摘要...........................................................4二、当前市场营销状况................................................52.1宏观环境情况.................................................52.1.1旅游业政策环境.........................................52.1.2智慧旅游政策环境.......................................82.1.3电子商务政策环境.......................................92.1.4区域环境...............................................92.1.5宏观环境情况分析......................................102.2顾客需求情况................................................102.2.1旅游业顾客需求情况....................................102.2.2农家乐旅游市场需求....................................112.2.3电子商务顾客需求情况..................................112.3竞争状况....................................................122.3.1旅游电子商务主要分类..................................122.3.2主要竞争对手分析......................................132.3.3竞争情况分析..........................................162.4产品状况....................................................16三、单位概况......................................................193.1企业简介....................................................193.2股东出资情况................................................193.3管理情况....................................................203.4组织架构....................................................203.5管理制度....................................................21四、SWOT分析......................................................234.1优势分析....................................................234.2劣势分析....................................................254.3机会分析....................................................254.4威胁分析....................................................25五、营销策略.......................................................265.1目标市场策略................................................265.1.1市场定位..............................................265.1.2市场细分..............................................265.1.3目标市场..............................................265.2市场营销组合策略............................................265.2.1产品..................................................275.2.2价格..................................................285.2.3品牌策略..............................................295.2.4网络营销策略..........................................295.2.5服务策略..............................................315.2.6促销策略..............................................32六、建设方案.......................................................33七、发展规划.......................................................34八、投资估算.......................................................36九、财务评价......................................................379.1近五年收入估算..............................................379.1.1收入估算..............................................379.1.2投资估算说明..........................................379.2税务预测....................................................379.3成本预测....................................................389.4近五年经济数据..............................................399.5投资回收期（税后）..........................................39十、融资方案....