随着我国经济的高速增长和居民收入的增加,居民消费也在逐年增加。互联 网消费金融创业公司迅速兴起，大众的消费时代已经势如破竹，在不远的将来， 互联网平台和大数据技术，必将毫无悬念的成为消费金融领域发展的两大要素。 作为互联网金融类的公司近年来大量涌现也大量的被淘汰出市场，一份可观详实 的商业计划书不但可以使企业做出重要决策，而且也在其融资时起到非常重要的 作用。本商业计划书研究的是深圳小荷互联网金融服务有限公司，该公司在深圳 前海自贸区注册，由国内专业的金融从业人员经营，本计划书用于该公司在经营 决策及项目融资中提供帮助。 本文在互联网金融的概念下，采用理论联系实际方法进行研究，分析了该公 司所处的宏观背景、经营环境、目标市场、营销策略、财务、风险等几大方面。 通过 SWOT 等分析工具，充分解析了该公司的自身优势、劣势、宏观环境、微观 环境、目前行业竞争等情况，得出总体公司经营定位：创业初期,小荷金融专注 于小额金融消费贷款，并且通过先进的技术手段做好风险控制，将金融与消费结 合起来，致力于金融与消费的共生共荣。远景规划，小荷金融将整合数十万商家， 依托小荷金融的第三方支付子公司直接进行商户社区化垂直服务。未来将会向互 联网理财、支付、征信等领域拓展。多元化的业务发展, 逐步成为金融综合服务 提供商。 最后也在需求调查等基础上设计了产品模式、推广方式、制定营销策略，并 且对投资回报、现金流预测、广告等方面的进行了财务评价，得出相关结论。本 商业计划书对于在目前互联网背景下创业的金融消费公司在运营模式和风险管 理上具有借鉴的意义。 关键词：互联网金融； 商业计划书； 营销策略；风险管理MBA 学位报告 作者：张良 深圳小荷互联网金融服务有限公司商业计划书 II Abstract With the increase of China's economy and the rapid growth of the income of residents, and residents consumption also increased year by year, the Internet finance companies grow rapidly. As mass consumption has been formidable in the near future. There is no suspense for the Internet Banking and big data technologybecome the two major factors of development for consumer finance. In recent years, a lot of Internet financial companies emergent out from the market, and many companies eliminated at the same time.A considerable detailed business plan can not only make an important decision for the enterprise, but also plays very important role for the finance. The business plan study of Shenzhen Tiny Lotus Internet Financial Service Limited, the company registered in Shenzhen Qianhai Free Trade Zone, run by a professional financial groups, the plan of the company aids for business decision and project. At the Background of the Internet Finance, by the method of linking theory with practice research, we analysis the business environment, marketing strategy, finance, risk management. By means of SWOT analysis, and fully analyze the Tiny Lotus's own advantages, weaknesses, macro and micro environment, industry competition situation presently, and get the overall corporate business location: Tiny Lotus focus on small consumer finance loans, and by means of advanced technology to do the risk control, the combination of financial and consumer property. In the future, Tiny Lotus will integrate hundreds of thousands of businesses companies, relying on Tiny Lotus Co.＇s finance third party payment subsidiary direct community service vertical. The future will be to expand the Internet Banking, payment, credit and other fields. The diversification of business development, has gradually become a financial services provider. Finally in need survey based on design model products, promotion, the formulation of marketing strategy, and the return on investment, cash flow forecast, advertising etc. Aspects of financial evaluation, we should draw relevant conclusions accurately. The business plan for in the context of the Internet Banking of consumer finance company has the reference significance in the operation mode and risk management Key words: Internet Finance; Business Plan; Marketing Strategy; Risk ManagementMBA 学位报告 作者：张良 深圳小荷互联网金融服务有限公司商业计划书 III 目 录 一、绪 论.............................................................................................1 （一）研究背景及意义............................................................................................. 1 （二）基本思路..........................................................................................................2 （三）报告的结构安排与研究方法........................................................................ 2 二、小荷金融公司及项目介绍..............................................................5 （一）公司介绍..........................................................................................................5 （二）小荷金融公司项目介绍...............................................................................12 三、小荷金融公司市场环境和竞争分析............................................ 17 （一）市场规模及竞争趋势...................................................................................17 （二）竞争优势........................................................................................................18 （三）未来五年市场趋势预测...............................................................................20 四、小荷金融公司战略及营销............................................................22 （一）战略目标........................................................................................................22 （二）营销策略........................................................................................................23 五、小荷金融公司财务分析及融资规划............................................ 29 （一）财务分析........................................................................................................29 （二）融资需求与投向...........................................................................................31 （三）融资计划........................................................................................................32 六、小荷金融公司风险分析及退出机制............................................ 35 （一）风险分析........................................................................................................35 （二）退出机制........................................................................................................35 七、实施日程.......................................................................................37 （一）实施时间表....................................................................................................37 （二）关键里程碑....................................................................................................37 八、结束语...........................................................................................39