X俱乐部项目可行性研究报告.doc

Lesson 1 A private conversation 私人谈话 Last week I went to the theatre. I had a very good seat.  The play was very interesting. I did not enjoy it.  A young man and a young woman were sitting behind me. They were talking loudly. I got very angry. I could not hear the actors. I turned round. I looked at the man and the woman angrily. They did not pay any attention. In the end, I could not bear it. I turned round again. 'I can't hear a word!' I said angrily.  ' It's none of your business,' the young man said rudely. 'This is a private conversation!'.Lesson 2 Breakfast or lunch? 早餐还是午餐？ It was Sunday. I never get up early on Sundays. I sometimes stay in bed until lunch time.Last Sunday I got up very late. I looked out of the window. It was dark outside. 'What a day!' I thought. 'It's raining again.' Just then, the telephone rang. It was my aunt Lucy.' I've just arrived by train,' she said. 'I'm coming to see you.' 'But I'm still having breakfast,' I said.'What are you doing ?' she asked. ' I'm having breakfast,' I repeated.'Dear me,' she said. 'Do you always get up so late ? It's one o'clock!''Lesson 3 Please send me a card 请给我寄一张明信片 Postcards always spoil my holidays. Last summer, I went to Italy. I visited museums and sat in public gardens. A friendly waiter taught me a few words of  Italian. 'Then he lent me a book. I read a few lines, but I did not understand a word. Every day I thought about postcards. My holidays passed quickly, but I did not send any cards to my friends. On the last day I made a big decision. I got up early and bought thirty-seven cards. I spent the whole day in my room, but I did not write a single card !Lesson 4 An exciting trip 激动人心的旅行I have just received a letter from my brother, Tim. He is in Australia. He has been there for six months. Tim is an engineer. He is working for a big firm and he has already visited a great number of different places in Australia. He has just bought an Australian car and has gone to Alice Springs, a small town in the centre of Australia. He will soon visit Darwin. From there, he will fly to Perth.  My brother has never been abroad before, so he is finding this trip very exciting.Lesson 5 No wrong numbers 无错号之虞 Mr James Scott has a garage in Silbury and now he has just bought another garage in Pinhurst. Pinhurst is only five miles from Silbury, but Mr Scott cannot get a telephone for his new garage, so he has just bought twelve pigeons. Yesterday, a pigeon carried the first message from Pinhurst to Silbury. The bird covered the distance in three minutes. Up to now, Mr Scott has sent a great many requests for spare parts and other urgent messages from one garage to the other. In this way, he has begun his own private telephone service.Lesson 6 Percy Buttons 珀西·巴顿斯I have just moved to a house in Bridge Street. Yesterday a beggar knocked at my door. He asked me for a meal and a glass of beer. In return for this, the beggar stood on his head and sang songs. I gave him a meal. He ate the food and drank the beer. Then he put a piece of cheese in his pocket and went away. Later a neighbour told me about him. Everybody knows him. His name is Percy Buttons. He calls at every house in the street once a month and always asks for a meal and a glass of beer.   Lesson 7 Too late 为时太晚  The plane was late and detectives were waiting at the airport all morning. They were expecting a valuable parcel of diamond from South Africa. A few hours earlier, someone had told the police that thieves would try to steal the diamonds. When the plane arrived, some of the detectives were waiting inside the main building while others were waiting on the airfield. Two men took the parcel off the plane and carried it into the Customs House. While two detectives were keeping guard at the door, two others opened  the parcel. To their surprise, the precious parcel was full of stones and sand!   Lesson 8 The best and the worst 最好的和最差的 Joe Sanders has the most beautiful garden in our town. Nearly everybody enters for 'The Nicest Garden Competition' each year, but Joe wins every time. Bill Frith's garden is larger than Joe's. Bill works harder than Joe and grows more flowers and vegetables, but Joe's garden is more interesting. He has made neat paths and has built a wooden bridge over a pool. I like gardens too, but I do not like hard work. Every year I enter for the garden competition too, and I always win a little prize for the worst garden in the town!   Lesson 9 A cold welcome 冷遇 On Wednesday evening, we went to the Town Hall. It was the last day of the year and a large crowd of people had gathered under the Town Hall clock. It would strike twelve in twenty minutes' time. Fifteen minutes passed and then, at five to twelve, the clock stopped. The big minute hand did not move. We waited and waited, but nothing happened. Suddenly someone shouted, 'It's two minutes past twelve! The clock has stopped!' I looked at my watch. It was true. The big clock refused to welcome the New Year. At that moment everybody began to laugh and sing.   Lesson 10 Not for jazz 不适于演奏爵士乐 We have an old musical instrument. It is called a clavichord(翼琴). It was made in Germany in 1681. Our clavichord is kept in the living-room. It has belong to our family for a long time. The instrument was bought by my grandfather many years ago. Recently it was damaged by a visitor. She tried to play jazz on it! She struck the keys too hard and two of the strings were broken. My father was shocked. Now we are not allowed to touch it. It is being repaired by a friend of my father's.   Lesson 11 One good turn deserves another 礼尚往来 I was having dinner at a restaurant when Harry Steele came in. Harry worked in a lawyer's office years ago, but he is now working at a bank. He gets a good salary, but he always borrows money from his friends and never pays it back. Harry saw me and came and sat at the same table. He has never borrowed money from me. While he was eating, I asked him to lend me &2. To my surprise, he gave me the money immediately. 'I have never borrowed any money from you,' Harry said, 'so now you can pay for my dinner!'   Lesson 12 Goodbye and good luck 再见，一路顺风 Our ncighbour, Captain Charles Alison, will sail from Portsmouth tomorrow. We shall meet him at the harbour early in the morning. He will be in his small boat, Topsail.Tapsail is a famous little boat. It has sailed across the Atlantic many times. Captain Alison will set out at eight o'clock so we shall have plenty of time. We shall see his boat and then we shall say good-bye to him. He will be away for two months. We are very proud of him. He will take part in an important race across the Atlantic.   Lesson 13 The Greenwood Boys 绿林少年 The Greenwood Boys are a group of popular singers. At present, they are visiting all parts of the country. They will be arriving here tomorrow. They will be coming by train and most of the young people in the town will be meeting them at the station. Tomorrow evening they will be singing at the Workers' Club. The Greenwood Boys will be staying for five days. During this time, they will give five performances. As usual, the police will have a difficult time. They will be trying to keep order. It is always the same on these occasions.   Lesson 14 Do you speak English? 你会讲英语吗？ I had an amusing experience last year.  After I had left a small village in the south of France, I drove on to the next town. On the way, a young man waved to me. I stopped and he asked me for a lift. As soon as he had got into the car, I said good morning to him in French and he replied in the same language. Apart from a few words, I do not know any French at all. Neither of us spoke during the journey. I had nearly reached the town, when the young man suddenly said, very slowly, 'Do you speak English?' As I soon learnt, he was English himself!   Lesson 15 Good news 佳音  The secretary told me that Mr. Harmsworth would see me. I felt very nervous when. I went into his office. He did not look up from his desk when I entered. After I had sat down, he said that business was very bad. He told me that the firm could not afford to pay such large salaries. Twenty people had already left. I knew that my turn had come. 'Mr. Harmsworth,' I said in a weak voice. 'Don't interrupt,' he Said. Then he smiled and told me I would receive an extra &100 a year!   Lesson 16 A polite request 彬彬有礼的要求 If you park your car in the wrong place, a traffic policeman will soon find it. You will be very lucky if he lets you go without a ticket. However, this does not always happen. Traffic police are sometimes very polite. During a holiday in Sweden, I found this note on my car:' Sir, we welcome you to our city. This is a "No Parking" area. You will enjoy your stay here if you pay attention to our street signs. This note is only a reminder.' If you receive a request like this, you cannot fail to obey it!   Lesson 17 Always young 青年常驻 My aunt Jennifer is an actress. She must be at least thirty-five years old. In spite of this, she often appears on the stage as a young girl. Jennifer will have to take part in a new play soon. This time, she will be a girl of seventeen. In the play, she must appear in a bright red dress and long black stockings. Last year in another play, she had to wear short socks and a bright, orange-coloured dress. If anyone ever asked her how old she is, she always answers, 'My dear, it must be terrible to be grown up!'   lesson18 He often does this! 他经常干这种事！ After I had had lunch at a village inn, I looked for my bag. I had left it on a chair beside the door and now it wasn't there ! As I was looking for it, the inn-keeper came in. 'Did you have a good meal ?' he asked. 'Yes, thank you,' I answered, 'but I can't pay the bill. I haven't got my bag.' The inn-keeper smiled and immediately went out. In a few minutes he returned with my bag and gave it back to me. 'I'm very sorry,' he said ' My dog had taken it into the garden. He often does this.'   Lesson19 Sold out 票已售完 'The play may begin at any moment,' I said.   'It may have begun already,' Susan answered. 'I hurried to the ticket-office. 'May I have two tickets please ?' I asked. 'I'm sorry, we've sold out,' the girl said. 'What a pity!' Susan exclaimed. Just then, a man hurried to the ticket-office. 'Can I return these two tickets?' he asked. 'Certainly,' the girl said. 'Could I have those two tickets please ?' I asked. 'Certainly, 'the girl said, 'but they are for next Wednesday's performance. 'I might as well have them,' I said sadly.   Lesson20 One man in a boat 独坐孤舟 Fishing is my favourite sport. I often fish for hours without catching anything. But this does not worry me. Some fishermen are unlucky. Instead of catching fish, they catch old boots and rubbish. I am even less lucky. I never catch anything-not even old boots. After having spent whole mornings on the river, I always go home with an empty bag. 'You must give up fishing!' my friends say.' It's a waste of time.' But they don't realize one important thing. I'm not really interested in fishing. I am only interested in sitting in a boat and doing nothing at all !   Lesson21 Mad or not? 是不是疯了？ Aeroplanes are slowly driving me mad. I live near an airport and passing planes can be heard night and day. Thexx项目可行性研究报告第一章 综 述第一节 项目总论第二节 项目背景第三节 项目基本情况第四节 主要财务指标第二章 市场研究第一节 经济环境分析第二节 项目周边环境分析第三节 竞争对手分析第四节 目标市场分析与定位第三章 项目经营设想第一节 项目市场定位第二节 项目内部设置第三节 项目管理和营销体系第四节 销售和推广计划第五节 会员制体系设置第四章 财务评价第一节 项目投资效益估算第二节 静态经济效益分析第三节 动态经济效益分析第五章 风险分析第一节 风险分析第二节 结 论附件附表一：投资估算表附表二：年经营收入估算表附表三：年经营成本估算表附表四：年利润估算表附表五：现金流量表附表六：折旧与摊销估算表第一章 综 述第一节 项目总论 星海游泳馆是一个定位于休闲、xx、娱乐的企业，是园区管委会投资建设， 星海大厦项目是苏州工业园区星海游泳馆的二期项目之一，一期项目有游泳、嬉水、体疗、按摩、桑拿、乒乓球、羽毛球、器械健美、女子xx中心、女子瘦身，并开设游泳训练班、武术培训班等，并备有日本料理、日式酒吧等配套功能。作为星海游泳馆二期项目，设立xx会馆有更深层次的设想，通过整合和改造一期现有项目，配合二期新开的壁球、网球、羽毛球项目，打造一个特点鲜明的体育产业群。苏州工业园区游泳馆有限公司拟就星海游泳馆二期星海大厦四、五层群楼xx会所项目与xxxx投资管理有限公司提出商榷。为加强双方相互的了解，并达成最终的共识，我方在考察认证的基础上，提供本项目的可行性方案交由贵方参考。第二节 项目背景xx产业股份有限公司始终致力于中国体育产业的开拓与发展。是国家体育总局下属的体育产业公司，作为xx产业股份的下属公司，以xx产业为主营业务和发展目标的xx投资管理有限公司是xxxx产业的战略决策中心、品牌与连锁经营管理中心、物流配送中心、专业咨询培训中心以及信息服务中心，并与中国奥委会建立起合作伙伴关系，努力推进全民xx的发展。同时，通过有效的国际合作，引进国外知名xx品牌、资金和管理体系，是xxxx迅速发展的重要举措。与美国连锁xx知名品牌xx公司的强强联合和有效的合作，在引进其先进的管理方法和经验的基础上结合各地方市场的特性形成了自己一套完整的xx俱乐部管理体系，成功打造了“xxxx”xx品牌。目前已经在以北京为主的北方地区发展了八家连锁俱乐部，拥有会员过万人。公司发展的目标是采取直营、合作经营和特许加盟等方式，以京、沪、穗为重点，并辐射其它城市的连锁格局，五年内形成全国过百家的连锁经营规模，实现品牌、理念、营销、管理、培训的统一，建立起以xx业为核心，同时带动体育用品业、信息业和无形资产经营业，实现多层次立体产业化经营格局。并通过资本运营，力争三年内成为国内xx产业的“领头羊”，五年内占有国内xx市场的最大份额。 作为中国奥委会的合作伙伴单位，xx拥有奥运商用标志的特许使用权。随着2008年北京奥运会的临近，xxxx投资管理有限公司将实质性地介入奥运会项目中有关xx项目的相关工作。第三节 项目基本情况苏州工业园区星海游泳馆是由苏州工业园区管委会投资建设，位于苏州工业园区星海街苏春西路口，正处于苏州工业园中央CBD的核心地带，一期xx项目以游泳馆为主，占地面积12000平方米，建筑面积6350平方米。馆内设有一个50m×25m的标准游泳池和二个儿童嬉水池，是江苏目前设施领先的室内全温控游泳馆。由苏州工业园区商旅集团公司全面经营管理。开设项目有一楼的游泳，二楼的有氧操房、及瘦身美容、理疗、足浴等。三楼设有3块羽毛球以及器械、空手道项目。苏州工业园区星海大厦群楼位于星海游泳以东10米，并和星海游泳馆有过道相连。包括四、五层的xx会馆，以及四层2300平方米的洗浴中心，4 片羽毛球场，4片壁球场。双方就星海大厦群楼四、五层xx会馆项目达成初步合作意向，此项目建筑面积为四层的1594平方米加上五层的1684平方米，总共3278平方米。经双方协商，星海大厦项目由xxxx投资管理有限公司和苏州工业园区星海游泳馆有限公司合作开发，合作方式以xxxx投资管理有限公司为主，并采用“xxxx”xx俱乐部品牌。双方合作的具体细节将会进一步协商，现就此项目的投资预算以及市场效益做出分析评估，以便贵方参考。从战略上考虑，xxxx的进入，不但提高了星海游泳馆有限公司品牌形象，也有效整合了的现有的xx项目，使项目得到了丰富和完善。同时，本项目对于抢滩苏杭市场，提高xxxx投资管理有限公司和xxxxxx俱乐部在长江三角洲及周边地区的知名度有十分重要的意义。第四节 项目主要财务指标 投资建设xxxxxx俱乐部苏州星海大厦项目的主要财务预测指标如下：投资估算 人民币1109万元 年均经营收入估算 人民币1008.91万元年均经营成本估算 人民币656.21万元 年均利润估算 人民币214万元静态投资回收期 3.43年 投资利润率 28.8%财务净现值（I=10%） 2388.49万元内部收益率 38.7%动态投资回收期 3.84年第二章 市 场 研 究第一节 经济环境分析苏州市位于长江三角洲中部、江苏省南部，东临上海，南接浙江，西傍无锡，北依长江。全市总面积平方公里，人口591万，下辖5县市和8个区，其中市区面积1650平方公里，古城区14.2平方公里。改革开放20多年来，苏州经济社会发展充满了活力，年均增长保持在12%左右，综合经济规模已经挤进中国大中城市前列。2003年全市国内生产总值（GDP）达2802亿人民币，人均GDP达到5763美元，全年财政收入409.9亿人民币，实现工业总产值7010.77亿人民币，成为仅次于上海的第二大工业城市。2003年全市实现进出口总额656.63亿美元，其中出口326.33亿美元，进口330.29亿美元，外贸出口总额仅次于深圳和上海。2003年新增合同外资124.96亿美元，实际利用外资68.05亿美元，约占中国的12%，占全世界的1.3%，在全国各大中城市的排名由2002年的双双第2位上升到双双第1位。世界500强跨国公司中已有91家先后落户苏州。苏州已成为中国经济发展最迅速的现代化新兴工业城市。消费市场方面 2003年，苏州全市实现社会消费品零售总额526.05亿元，同比增长16.5%，增幅比上年的15.3%提高了1.2个百分点，为1996年以来增幅最高。苏州市零售总额占全省14.75%, 比上年增加了0.71个百分点。苏州已成为继上海之后全国第二大制造业城市，苏州外来人口队伍急剧增加，城市人口规模迅速扩张，使苏州区域内的社会消费品购买力大增。 江苏省统计局2004年发布     城乡居民收入稳步提高，为零售市场的增长提供了不尽的动力。苏州市城市居民人均可支配收入为 12361.45元，增长16.4%。市民收入的稳步增长，对改善城乡居民的消费预期、稳定消费需求，促进消费的增长起到积极的作用，促进了市场销售的上升。2003年，苏州市城市居民人均消费支出9272.49元，比上年增长20.6%；其中人均生活消费品支出7061.22元，同比增长22.6%。农村居民人均生活费支出4643元，同比增长9.8%；其中人均生活消费品支出3260元，同比增长13.1%。社会消费品零售总额与城乡居民的消费支出基本同步增长。   从经济环境上来看，上世纪九十年代后，决定经济增长的主要因素由生产能力转为市场需求。消费、投资、出口三大需求成为人们关注的热点问题。就长江三角洲来15个城市来看，苏州市不管是三大指标的绝对指标还是增长幅度来看都在这15个城市中名列三甲。经济环境和投资环境十分优越，使市场潜力巨大。步入小康的市民更加注重生活质量，体育、娱乐用品消费的需求扩大。在满足一般生活需求后，追求高质量生活的人们，向娱乐、享受型更高的生活层面迈进，一些集xx和娱乐为一体的多功能成套xx器材开始搬入家中。2003年，限额以上贸易企业体育、娱乐用品类零售1.8