这份计划书是基于包头市“鹿城通”项目一期工程而做。随着我国现代化进程的不 断深化，城市信息化被各级政府提上议事日程，2008 年包头市人民政府提出实施“包头 市便民服务一卡通”（简称“鹿城通”）项目建设。XD 公司按照与市政府合约成立包头 市城市一卡通有限公司负责鹿城通项目全部系统的投资、建设、管理和运营，项目分两 期进行，一期工程从 2009 年开始，5 年内完工。本商业计划书就是对该项目一期工程所 处的内外部环境、项目的网络架构、项目的目标用户；项目运营的组织结构、营销策略； 项目的财务规划包括资金投入计划、投资盈利预测；项目运营面临的风险及对策等做一 个比较全面的分析和论述。 本文首先简要地对国内外类似项目进行了分析研究，概括叙述了国内外相关产业与 技术发展状况，政策环境，项目策划背景，并以香港“八达通”和深圳“深圳通”为例 详细分析论证了该产业具有可持续性，可操作性的特点，是一个利国利民，市场前景广 阔的产业。计划书接着从宏观层面着手，对包头市的市场做了深入细致的分析，从市政 府的相关决策和行动，包头市的经济、人文、文化生活、市民消费等方面一一做了分析； 然后通过对项目的优势、劣势、机会、威胁（SWOT）分析，确定公司应先细分市场， 寻找合适的切入点，由点及面，分期建设，分阶段营销的方式来拓展市场及制定营销战 略。宏观论证分析后，计划书从微观层面着手，对项目的网络架构进行了规划，根据项 目的特点设计了运营公司的组织系统，制定了详细的项目营销计划，包括项目运营的载 体——“鹿城通”卡的发行和使用、项目的市场推进计划和营销策略，并根据项目的进 度及投资计划做了成本费用分析、投资收益分析，文章最后对项目运作的风险做了预测， 并制定了相应的应对策略。 通过论证分析，该项目一期工程需要初始投资约 4000 万元，投资回收期约 5 年。 关键词：城市一卡通； 信息化社会； 商业计划Abstract The plan is based on the Baotou City "Lucheng Tong" project a project done. With the deepening of China's modernization process, the city government at all levels of information to be put on the agenda, Baotou Municipal Government in 2008 proposed the implementation of "City of convenience services Card" ("the Lucheng Tong") projects. XD companies set up in accordance with the contract with the city of Baotou City Card Co., Ltd. is responsible for all the systems Lucheng Tong project investment, construction, management and operation of the project in two phases, the first phase from 2009 ,5-7 years time. The business plan is the first phase of the project's internal and external environment in which the project's network architecture, the project target user; project operations organizational structure, marketing strategy; project financial planning including investment planning, investment earnings forecasts; project operation and the countermeasures and other risks to do a more comprehensive analysis and discussion. This paper briefly the other similar projects are analyzed, and general description of related industries at home and abroad and technology development, policy environment, project planning background, and to Hong Kong's "Octopus" and Shenzhen "Shenzhen Tong" as an example in detail analysis and appraisal of the industry to be sustainable, operational features, benefits the country is a promising market for industry. Plan and then start from the macro level, in the City's market has done a thorough and detailed analysis, from the municipal government of the relevant decisions and actions, Baotou City, the economic, cultural, cultural life, public consumption and so 11 were analyzed; then the project's strengths, weaknesses, opportunities and threats (SWOT) analysis to determine the market segments the company should find a suitable starting point from the point and the surface, stage construction, phased marketing approach to market expansion and development of marketing strategy. Macro-argument analysis, plan to proceed from the micro level, the project's network infrastructure was planned, designed according to the characteristics of the project's organizational system operators to develop a detailed marketing plan project, including project operation vector -"Lucheng Tong" from the issue and use, the project's market promotion plan and marketing strategy, and investment in the project's progress and plan to do a cost analysis, investment return analysis, the article finally made the project predict the risk of the operation, and coping strategies developed accordingly. Analysis by demonstrating that the project requires an initial investment in the first phase of about 40 million, investment recovery period is about 5 years. Key words: One-card-pass; Information society; Business plan目 录 第一章 绪 论 ............................................................. 1 1.1 选题背景和意义........................................................................................ 1 1.1.1 城市一卡通在国内外的应用............................................................. 1 1.1.2 城市一卡通发展方向和前景............................................................. 6 1.1.3 鹿城通项目商业策划背景................................................................. 8 1.1.4 XD 公司简介 .................................................................................... 10 1.1.5 研究意义 ........................................................................................... 11 1.2 文献综述.................................................................................................. 12 1.3 研究方法和内容...................................................................................... 14 第二章 鹿城通项目内外部环境分析 .................................... 15 2.1 包头市社会经济发展状况...................................................................... 15 2.1.1 包头市概况 ....................................................................................... 15 2.1.2 包头市经济发展现状....................................................................... 17 2.1.3 包头市公共事业发展现状与规划................................................... 18 2.1.4 包头市旅游产业发展现状与规划................................................... 20 2.1.5 包头市零售商业发展现状与规划................................................... 21 2.1.6 包头市城市发展规划及相关政策................................................... 22 2.2 包头市居民消费分析.............................................................................. 23 2.2.1 居民消费分类................................................................................... 23 2.2.2 居民消费的发展............................................................................... 232.2.3 居民消费发展对项目的影响........................................................... 25 2.3 鹿城通项目的 SWOT 分析 .................................................................... 25 2.3.1 优势分析 ........................................................................................... 25 2.3.2 劣势分析 ........................................................................................... 27 2.3.3 机会分析 ........................................................................................... 27 2.3.4 面临的挑战 ....................................................................................... 28 2.4 本章小结 ............................................................................................... 29 第三章 鹿城通项目运营方案 ............................................ 30 3.1 项目网络构架及用户.............................................................................. 30 3.1.1 总体规划 ........................................................................................... 30 3.1.2 系统架构 ........................................................................................... 31 3.1.3 用户分类 ........................................................................................... 33 3.2 项目运营公司组织设计.......................................................................... 35 3.2.1 公司组织架构..................................................................................... 35 3.2.2 部门职责及人员配置......................................................................... 37 3.3 鹿城通卡的发行和使用.......................................................................... 38 3.3.1 鹿城通卡的相关定义....................................................................... 38 3.3.2 鹿城通卡的发行............................................................................... 38 3.3.3 鹿城通卡的使用............................................................................... 40 3.4 市场运营.................................................................................................. 41 3.4.1 公用事业一卡通系统的运营........................................................... 41 3.4.2 其它市场推进计划........................................................................... 423.4.3 市场营销策略................................................................................... 44 3.5 本章小结 ................................................................................................... 46 第四章 投资财务效益分析 .............................................. 48 4.1 项目基本配置及费用测算...................................................................... 48 4.1.1 基本配置 ........................................................................................... 48 4.1.2 成本分析 ........................................................................................... 49 4.2 投资盈利分析.......................................................................................... 51 4.2.1 盈利来源 ........................................................................................... 51 4.2.2 收入预测统计................................................................................... 52 4.2.3 投资效益评价................................................................................... 57 第五章 计划执行风险和对策 ............................................ 61 5.1 系统安全稳定运行.................................................................................. 61 5.2 政策变动.................................................................................................. 63 5.3 经营风险.................................................................................................. 64 5.4 本章小结.................................................................................................. 65 结论 ........................................................................ 66