随着我国国民经济的高速增长与个人投资理财需求的持续旺盛,国内的私募 基金业蓬勃发展,已成为我国资本市场的重要力量。但私募基金业长期处在灰色 地带,私募基金管理公司如何通过阳光化路径发展壮大己成为私募基金行业面临 的首要问题。 本文就是在此背景下针对ALD私募基金管理公司的有限合伙私募基金项目 制定的商业计划书。所用的研究方法主要是定量分析、比较分析与实证研究。 本文首先简要介绍了 ALD公司概况、有限合伙私募基金项目概况及项目意 义。其次,本文对项目进行了市场分析,并在此基础上制定了项目的营销方案。 在对行业竞争进行波特五力分析及对项目进行SWOT分析的基础上,运用STP理 论对项目进行了市场定位。并在对巿场进行了充分调査后,运用4P理论详 细制定了项目的产品策略、定价策略、渠道策略及促销策略。 另外,本文详细阐述了项目的具体实施部署。对项目运作的关键方面包括薪 酬制度、内部风控制度、以马科维茨投资组合理论为指导的项目投资策略及基金 信息披露制度等作了详细规划。最后,本文对项目进行了财务规划与风险分析。 对项目总投资成本进行估算基础上,确定了项目的筹资计划,并作了盈利预测。 同时,通过重要财务指标包括净现值(NPV)、内部收益率(IRR)、投资回收期(PBP) 及投资收益率(R0I)的测算,证明了项目具有经济可行性,较短的回收期及较 高的经济效益。本文还针对项目面临的法律、政策与市场风险提出了相应的解决 方案。 本文的结论是:私募基金行业前景广阔,ALD公司的有限合伙私募基金项目 具有经济可行性及较高的经济效益。不仅对ALD公司自身实现阳光化发展具有重 要的实践意义,同时对私募基金行业其他企业的阳光化发展壮大也具有一定的借 鉴意义。 关键词:私募基金,有限合伙,阳光化,商业计划书 II MBA学位报告作者:S叶 ALD公司有限合伙私募基金项目商业讣划书 Business Plan Of ALD Company's Limited Partnership Private Equit Fund Project Abstract With the rapid growth of China's national economy and the strong demand of personal investment, domestic private equity fund industry is booming and has become an important force in China's capital market. It also is playing an increasingly significant role.But private equity fund industry has been still in the gray area until now. The most important problem for private fund management companies is to find sun path to develop the private equity industry rapidly. The paper is organized in this background. The business plan focuses on the sun-path operation of the limited partnership private equity fund project by the ALD private equity fund management company. The main research method is quantitative analysis,comparative analysis and empirical research.. The paper briefly describes the profiles of the ALD company, the overview of the partnership private equity fund project and the significance of the project.Secondly, the paper focuses on the market analysis, and on this basis, develops a marketing strategy of the project. On the basis of analysis on the market environment, industry outlook, competition in the industry, the ALD company itself by Porter's five forces model and SWOT, the paper makes sure the subdivision of the market by the STP theory, identifies the target markets and the market positioning. By the full investigation and analysis of the market, the paper uses the 4P theory to elaborate the project's product strategy, pricing strategy, channel strategy and promotion strategy. Again, the paper elaborates a specific project implementation plan. Key aspects of the operation of the project implementation include the team's performance appraisal system, the internal risk control system, the investment strategy directed by the Markowitz portfolio theory, and the fund information disclosure system.Finally, this paper focuses on the project financial planning and risk analysis. Based on the estimate of total investment cost of the project, the paper makes the project's financing plan, and the project profitability forecast. At the same time, by the calculation of important financial indicators, including net present value (NPV), internal rate of return (IRR), payback period (PBP) and return on investment (ROI), the paper would like to prove the economically feasibility, shorter payback period and higher economic efficiency of the project. In addition, the paper pays attention on the legal risk, the policy risk and the market risk III MBA学位报告作者:吕叶 ALD公司有限合伙私募基金项目商业计划书 of the project, and come up with the corresponding solutions. The paper concludes that private equity fund industry has broad prospects, and the ALD company's limited partnership private equity fund project has economic viability and higher economic efficiency. The paper not only has important practical significance in the sun-path development of ALD company, and but also the same time, provides a certain reference for the development and growth of other enterprises in the private equity industry. Keywords: private equity fund, limited partnership, sun path, business plan IV MBA学位报告作者:S叶 ALD公司有限合伙私募基金项目商业计划书 目录 (一) 研究背景与意义1 (二) 相关理论综述 2 (三) 研究内容与方法 3 二、 ALD公司有限合伙私募基金项目概况 5 (一) ALD公司概况 5 (二) 有限合伙私募基金项目概况 7 (三) 项目实施意义 8 三、 ALD公司有限合伙私募基金项目市场与竞争分析 10 (一) 私募基金行业现状 10 (二) 私募行业前景分析 13 (三) 竞争五力分析 14 (四) 项目SWOT分析 18 四、 ALD公司有限合伙私募基金项目营销规划 19 (一) 项目市场定位 19 (二) 项目产品策略 21 (三) 项目价格策略 23 (四) 项目渠道策略 23 (五) 项目促销策略 25 五、 ALD公司有限合伙私募基金项目具体实施部署 26 (一) 项目薪酬制度26 (二) 项目内控制度 28 (三) 项目投资策略 30 (四) 项目信息披露 33 (五) 项目实施甘特图 33 六、 ALD公司有限合伙私募基金项目财务分析 34 (一) 项目成本估算34 (二) 项目资金筹措 36 v MBA学位报告 作者:吕叶 ALD公司有限合伙私募基金项目商业计划书 (三) 项目收入预测 36 (四) 项目盈利分析37 七、 ALD公司有限合伙私募基金项目风险分析与对策 41 (一) 法律风险与对策 41 (二) 政策风险与对策 42 (三) 市场风险与对策 42 八、 微 44