Article 1 of the project plan format The project plan shall include the following aspects:
1, cover
This is an easily overlooked part. Many organizations think that content is more important than form. In fact, form can express content better. In addition, the project plan is also a very important window for funding agencies to know and understand us. Professional rigor can definitely add points.
The cover can only write the name and date of the project, or include the following information: the name of the project; Application (execution) institution; Mailing address; Telephone, fax and e-mail; Contact person (person in charge);
You can also list bank accounts, lawyers, audit institutions and other information on the cover.
In addition, if you are raising funds from an organization, you'd better add a simple cover letter in front. Since a project plan can be submitted to multiple funding agencies, it needs a personalized cover letter that starts with "someone from an organization" to show your concern and respect for the organization.
2. Project Summary (General)
This is the most important part, and it is also the part that readers read and browse first. To know that the project managers of the foundation receive a large number of application requests every day, they may not have enough time to "read" all the project plans. Therefore, the project summary will be the decisive factor affecting the result of the "primary election"; In the summary section, collect all the information you think is important. The summary generally includes: the background information, mission and purpose of the organization; Problems and solutions to be solved in the project; The ability and successful experience of the project applicant, etc.
It should be pointed out in particular that although the project summary part is ranked in the first half of the plan, in fact, this part was written after all the plans were written.
3. Project background, existing problems and requirements
In this part, you need to introduce the existing problems in detail and why you want to design this project to solve these problems. To fully explain the seriousness and urgency of the problem, it is best to provide some data, which will not only fully explain the problem, but also show your understanding of the project. In addition, some real and typical cases can be used to impress readers emotionally and arouse their * * *. Need to explain the cause of the project, logical causality, beneficiary groups and their relationship with other social problems.
Generally speaking, this section includes the following main information:
* Project scope (issues and events, beneficiary groups);
* Macro and social environment leading to the project;
* Reasons and reasons for proposing this project;
Other long-term and strategic significance;
4. Objectives and outputs
After convincing the funding agency of the existence of the "problem", clearly put forward your solution. Encourage inter-agency cooperation. If there are other institutional partners, we should also make it clear.
In this part, you should introduce your project plan, the overall goal, phased goals and tasks of the project, and the evaluation criteria of each goal in detail. The overall goal is a long-term, macroscopic, conceptual and abstract description. The overall goal can be decomposed into a series of specific, measurable, achievable and time-marked phased goals. For example, "reducing illiteracy" is the overall goal, and "making 200 rural women know 1000 words by June 2005" is the specific goal. The statement of objectives must be very clear. The most important thing is to set realistic goals. Don't promise what you can't do. Remember, what the funders want to see in the project completion report is that the project has actually achieved these established goals.
5. Beneficiary groups
In this part, you should describe the beneficiary groups of the project in more detail. If necessary, income groups can also be divided into direct income groups and indirect income groups. For example, the direct beneficiaries of the capacity-building project of non-profit organization information consultation center are domestic NGOs and NGO employees, but the indirect beneficiaries are the service targets of NGOs. Because through capacity building, the service ability and efficiency of non-governmental organizations have been improved, so as to provide better, more and more perfect services for the clients. Another example is a service organization for the disabled, whose direct beneficiaries are the disabled, and the indirect beneficiaries are their families, even the whole society.
Many funders hope that the beneficiary groups can participate in the project from beginning to end. Especially in the design stage of the project, the participation of beneficiary groups is more important. You can list the activities of the beneficiary groups participating in the project in the attachment, including seminars, meeting topics, time, participants, etc. Organized by beneficiary groups; At the same time, let the funders know that your project is not only designed for the beneficiaries, but also widely supported and recognized by them.
6. Solutions and implementation methods
Through the above part, you have clearly explained the existing problems and the goals you hope to achieve. Now, you need to introduce how to achieve your goals, that is, what methods and activities are used to achieve them.
When introducing the method, you should especially explain the superior characteristics of this method. You can list other related methods and compare them at the same time, you can also quote expert opinions and other failed or successful cases, and so on. In short, fully explain that the method you choose is the most scientific, effective and economical. At the same time, it should be pointed out that there are certain risks and challenges for your organization to adopt this method.
In addition, what conditions and resources are needed to implement this solution, including: Who? What time? What equipment is used? Do what kind of things? What kind of abilities and skills should people who do these things have. It is best to describe the job requirements of the main positions in detail in the attachment.
Format of project plan 2- 1: company summary
Company name: grace in Chinese and Grace in English.
Main business: travel agency
Place of establishment: Tianjin XXX
Planned establishment time: September 20XX 1 1.
There are employees: exactly six employees, and some part-time tour guides.
Registered assets: 500,000 yuan
Objective: Let every tourist have a different feeling.
Second, the competitive situation and market analysis
1. Advantages
The team is young and professional.
The management team of Grace Travel Agency is composed of professionals. They have been engaged in tourism management research for many years and have a lot of practical experience. Familiar with the operation and management of travel agencies now.
The team is relatively young, with an average age of 24. Can actively absorb advanced management experience at home and abroad and apply it.
2. Deficiencies
In the enterprise, the knowledge structure is too single, and all of them are engaged in tourism management, lacking professionals in finance and marketing.
Step 3: Opportunities
China's tourism industry is facing this great opportunity. China has become the largest source country in Asia and one of the countries with the fastest growth, the greatest potential and the most extensive influence in the global outbound tourism market.
At the same time, China's inbound tourism continues to show an upward trend, and the main source countries are Russian, Mongolian, Korean and Malaysian. Japan has always topped the list in these countries and regions.
threaten
The main threat of travel agencies is the monopoly competition of travel agency enterprises. Although there are three types of travel agencies in Tianjin, it is only a special period when the market regulations are not perfect. Once the market supervision and regulations are perfect, travel agency enterprises will face an important monopoly. Now small and medium-sized enterprises are facing a period of imminent extinction, and it is also a period of broad development of small and medium-sized travel agency enterprises.
Based on a comprehensive analysis of the strengths, weaknesses, opportunities and threats faced by enterprises, I think that now is the golden age for the development of travel agencies and the last chance for the development of small and medium-sized travel agencies.
Three. Organizational structure of the company
The organizational structure of the company plays a vital role in the company. Our travel agency is located in small and medium-sized travel agencies.
We implement the general manager responsibility system. The general manager directly manages the managers of all departments and the vice president of the company. At the same time, the vice president is responsible for supervising all departments of the company, and the vice president is responsible to the general manager.
Four: product development
Grace travel agency is committed to the development of tourism products from beginning to end. Tourism product development is the core and soul of travel agencies. "Travel agencies are not only buyers of tourism products, but also developers of tourism products."-Wei Xiaoan "Although travel agencies buy various tourism services from relevant departments in batches, they must assemble and process them according to market demand and integrate them into their own services, thus forming their own final products. Travel agencies eventually sell complete tourism products, not fragmented parts of tourism products. The core function of travel agencies is production rather than intermediary "(Du Jiang and Dai Bin, 2000).
1. product development
In the development of tourism products, we mainly design three kinds of products. We try to avoid homogeneous products and create a unique style of travel agency.
First, aim at the market gap, innovate, design and develop characteristic products.
The development of "modern cultural tour" mainly includes four elements: connecting with life; Experience culture; Feel leisure; Show respect. It not only enables tourists to benefit from the knowledge of social structure and natural environment in their leisure and experience, but also enhances their environmental awareness and social responsibility, with special emphasis on tourists' respect for foreign cultures and subtle exchanges. In addition, the "City Lights" series products are family cultural tours specially designed for children aged 6 ~ 14 to travel with their parents. The "cultural period" featured products include pop or classical concerts, opera performances, various festivals and restaurants, and high-quality "language learning tours" specially designed for students and adults.
Second, due to modern society, "male-dominated consumerism is changing into female-centered consumerism."
This is the viewpoint expounded by Karl Bohr, President of China International Advertising Association, when he gave a lecture in China. The female tourism market is not only a realistic market, but also a huge potential market. Therefore, in view of this market segment and tourism professionals, I deeply feel the shortage of tourism products provided by travel agencies. The monotony and identity of products can't arouse the instant consumption desire of female consumers. Therefore, from the perspective of gender market segmentation, this paper discusses the development of modern female tourism market and designs more products suitable for modern female tourism.
Learn from China's neighboring Japan and study the female market. The new consumption trend of "mother-daughter consumption" was first put forward by Japanese businessmen. The lifestyle of mother and daughter traveling and shopping together is called "mother-daughter consumption" in the commercial field. Around 2000, Japan's tourism industry noticed the trend of mother-daughter combination consumption of mothers aged 50 -60 and daughters aged 25 -30. According to the tourist market survey of Japan Communications Corporation, family travel accounts for 43% of the domestic travel market and 26.3% of the overseas travel market. Among them, parent-child combination accounts for 10.4% of domestic travel and 10.8% of overseas travel. In the combination of parents and children, most of them are mother and daughter. As a result, Japan Communications Corporation has developed many tourism projects that cater to the consumption tastes of mother and daughter. According to Japan's development model, we have launched "mother-daughter heart-to-heart tour" and "mother-daughter leisure town tour".
Third, the trip to the grassland
Grassland, with its own culture, has always been a place people yearn for, and grassland tour is also our main brand. Although in 2008, the total tourism revenue of Inner Mongolia was 46.885 billion yuan, up 65.438+09.98% year-on-year; In 2009, the tourism industry in Inner Mongolia overcame the impact of the international financial crisis and the H1N1 epidemic. Despite the sharp decline in inbound tourism, the tourism industry continued to develop rapidly, and the total tourism revenue of the whole region reached 61135 million yuan, up 30.39% year-on-year. However, due to the serious destruction of grassland ecological environment in Inner Mongolia, the lack of high-quality tourism professionals, the immature guiding ideology of developing tourism, the contradiction between supply and demand in the tourism market in Inner Mongolia has become increasingly prominent, and tourists' satisfaction with tourism in Inner Mongolia has been declining, with short stay time, low personal consumption and low revisit rate. The design route of our grassland tour is mainly aimed at the planning, analysis and design route of Inner Mongolia tourism market.
The main problems existing in traditional grassland tourism of travel agencies; Enterprises compete for repeated customers in repeated markets with repeated products, and almost all travel agencies are operating the regular route of "grassland-desert-temple or mausoleum". The tourism product portfolio, dubbed as "a song, a bowl of wine, a hada and a pile of stones" by insiders, is spread all over Inner Mongolia. The fundamental reason is that travel agency enterprises have not formed a perfect product innovation mechanism. This not only means that travel agencies lack the awareness of product innovation, but more importantly, enterprises lack the ability of product innovation. The tourism service provided by travel agency enterprises is a quasi-public product, and product innovation lacks the legal protection of intellectual property rights such as patents and trademarks, which is easy to be imitated by other tourism enterprises. However, the previous market research, product design and market development costs must be borne by innovative enterprises alone, which objectively reduces the enthusiasm of travel agencies for product innovation. On the other hand, tourism product innovation requires enterprises to understand and grasp the changing trend of tourists' demand in time and establish a set of market rapid response mechanism.
At present, most foreign tourists first think of the grasslands in Inner Mongolia, but little is known about the forests, hot springs and folk customs of the three ethnic groups in eastern Inner Mongolia, the historical culture, religious culture, Mongolian Yuan culture, Genghis Khan culture and Mongolian folk customs in the middle, and the desert and Populus euphratica forest in the west. Little is known about the economic development and municipal construction in Inner Mongolia.
In order to solve the above problems, we should develop in-depth experience, leisure tourism products and characteristic tourism products, and design and popularize experience tourism products, such as desert adventure tourism, hiking tourism, horseback riding tourism, eco-tourism, pastoral tourism, Mongolian food tourism and other tourism products. In addition to food tasting, food tourism can also develop food production, food display and other activities to enhance the experience and participation of tourists. Develop pastoral tourism activities and products, so that tourists can enter the herdsmen's homes, live in yurts and engage in appropriate grazing activities, such as making yogurt, milk wine and dried meat. These activities make tourists have a perceptual knowledge of some animal husbandry and traditional handicraft skills while relaxing, which can improve the attraction to tourists.
Fourthly, the development of junior and senior high school students' college experience tour.
Design a campus tour of China University for parents who want their children to succeed and their daughters to succeed. Design the campus tour of China University. Such as Peking University-Tsinghua-Nankai-Tianda-Nanda-Jiaotong University-Fudan.
Five: Marketing
1. product strategy
Marketing mix plays an important role in modern marketing, and product strategy is the strategic choice of marketing mix.
1. Product strategy mainly includes product positioning, product differentiation, brand management and new product development. The product positioning of Grace Travel Agency mainly focuses on personal cultural leisure.
In terms of product differentiation, different tourism products are made for different tourists. Such as "mother-daughter talk tour" and "mother-daughter leisure town tour" for women. For Inner Mongolia, the traditional "triple" strategy develops characteristic tourism.
Focus on the overall concept of products, focusing on the core products, tangible products and additional products of tourism products. Pay attention to brand design and image of products. With the development of tourism economy, the market has changed from seller's market to buyer's market, and the supply of products exceeds demand; Consumer psychology is becoming more and more mature, and gradually formed the consumption tendency of rational shopping and brand identity shopping. Under such a market background, it is an inevitable choice to attach importance to the brand of travel agencies.
2. Price strategy
Pricing plays an important role in the market competition of enterprises, and a good pricing strategy directly determines the development and growth of enterprises. At present, the tourism market is positioned as a completely competitive market, and the market price is determined by buyers and sellers. In the early stage of marketing, we adopt the penetration pricing method to position the price at a level slightly higher than the cost or close to the cost, so as to expand the market or maximize the market share in a short time. When a certain market is obtained, the prudent pricing method is adopted. Moderate prices ensure that enterprises occupy the market and make profits at the same time.
3. Channel strategy
There are two channel strategies: retail and wholesale. The distribution channel adopts the first-level channel-travel agency-retailer-consumer. At the same time, it also adopts zero-level channels. Travel agency-consumer.
4. Promotion strategy
Put your own advertisements on major travel websites such as Ctrip.com, Tripadvisor.com, Mama Donkey and Sina Travel. Disseminate products to the public and attract consumers. At the same time, the related information of travel agencies was published in Tianjin Bohai Morning Post and today's Evening News.
At the same time of advertising strategy, carry out necessary personnel sales promotion, door-to-door sales promotion and some tourism sales meetings. Make necessary incentive sales, membership and purchase discounts.
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