中国中小企业的生存寿命普遍不长，通过对中小企业生存现状进行分析和研究，本 人发现制约中小企业发展的主要因素是人才和资金，所以为中小企业提供财务咨询具有 巨大的发展前景和利润空间，而真正能够提供全系列财务咨询服务的机构并不多，并且 大多价格昂贵。因此，本人决定成立一家以中小企业财务咨询服务为主要业务，建立品 牌化、实行标准化、执行制度化、价格亲民的中小企业财务咨询公司，不断发展会员形 成中小企业社群，并通过社群对会员产生粘性，由此不断扩大社群和挖潜会员的需求， 从而产生更大的收益。 本报告通过结合自己三年 MBA 学习过程中学过的管理理论，首先对中小企业生存 现状进行了调研和分析预测，发现广东地区是中国中小企业最聚集的地区，因此决定在 华南地区成立一家服务中小企业的机构；然后运用 PEST 模型和波特五力模型分析法分 析了目前华南地区中小企业管理咨询市场环境态势；并且利用 SWOT 模型分析，从而 确定了华创汇项目的竞争优势、市场定位、营销战略及营销策略；最后通过合理的假设 一些参数从而计算出财务报表、内部投资回报率等投资评价指标，通过风险评估后给出 了结论。本人作为中小企业财务咨询的创业者，希望华创汇商业计划书不仅能对本次创 业项目提供可行性分析，并且还能为将来的项目运营提供数据参考和行动指导。 关键词，中小企业；财务咨询；服务；商业计划书II Abstract The life span of small and medium-sized enterprises in China is generally not long. Through the analysis and study of the existing situation of small and medium-sized enterprises, I find that the main factors restricting the development of small and medium-sized enterprises are talents and funds. Therefore, providing financial consultation for small and medium-sized enterprises has great prospects and profit space. There are not many institutions that can really provide a full range of financial consultation services, and most of the prices. Expensive. Therefore, I decided to set up a small and medium-sized enterprise financial consultation company with the main business of small and medium-sized enterprises'financial consultation service, which is brand-oriented, standardized, institutionalized and price-friendly, and constantly develop its members to form a small and medium-sized enterprise community, and stick to its members through the community, thereby expanding the needs of the community and tapping potential members, thereby generating greater benefits. Based on the management theory that I have learned in my three-year MBA study, this paper firstly makes a survey and analysis of the survival status of SMEs, and finds that Guangdong is the most concentrated area of SMEs in China, so it decides to set up a service organization for SMEs in South China. Then it uses PEST model and Porter's five-force model to analyze the current situation of South China. The market environment situation of SMEs'management consulting is analyzed by SWOT model, and the competitive advantage, market positioning, marketing strategy and marketing strategy of Huachuan Foreign Exchange Project are determined. Finally, the investment evaluation indexes such as financial statements and internal investment return rate are calculated by reasonable assumptions, and the conclusion is drawn after risk assessment. As an entrepreneur of financial consultation for small and medium-sized enterprises, I hope that the Huachuanyui Business Plan can not only provide feasibility analysis for this venture project, but also provide data reference and action guidance for future project operation. Keywords: Small and Medium Enterprises; Financial Consulting; Service; Business planIII 目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 目 录......................................................................................................................................III 图表清单..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 研究背景及意义............................................................................................................. 1 1.1.1 研究背景.......................................................................................................... 1 1.1.2 研究意义...................................................................................................................... 1 1.2 文献综述......................................................................................................................... 2 1.2.1 商业计划书编制方法...................................................................................... 2 1.2.2 分析工具.......................................................................................................... 3 1.2.3 财务咨询方面................................................................................................... 4 1.2.4 财务外包相关研究.......................................................................................... 5 1.3 研究内容及方法............................................................................................................. 6 1.3.1 研究内容.......................................................................................................... 6 1.3.2 研究方法.......................................................................................................... 7 1.4 研究思路和框架............................................................................................................. 7 第二章 项目简介......................................................................................................................9 2.1 服务项目及内容............................................................................................................. 9 2.2 项目特色....................................................................................................................... 10 2.3 本章小结....................................................................................................................... 11 第三章 营销环境分析............................................................................................................12 3.1 外部环境分析............................................................................................................... 12 3.1.1 一般环境分析................................................................................................ 12 3.1.2 行业环境分析................................................................................................ 14 3.1.3 竞争者分析..................................................................................................... 16 3.1.4 消费者需求分析............................................................................................ 17 3.2 内部环境分析............................................................................................................... 18IV 3.2.1 资源分析........................................................................................................ 18 3.2.2 能力分析........................................................................................................ 18 3.3 SWOT 分析.................................................................................................................... 19 3.3.1 优势分析........................................................................................................ 19 3.3.2 劣势分析........................................................................................................ 19 3.3.3 机会分析........................................................................................................ 19 3.3.4 威胁分析........................................................................................................ 19 3.3.5 战略选择........................................................................................................ 20 3.4 本章小结....................................................................................................................... 20 第四章 营销战略和营销策略................................................................................................22 4.1 STP 营销战略制订 ........................................................................................................ 22 4.1.1 市场细分........................................................................................................ 22 4.1.2 目标市场选择................................................................................................ 22 4.1.3 市场定位........................................................................................................ 22 4.2 营销组合策略............................................................................................................... 23 4.2.1 产品策略........................................................................................................ 23 4.2.2 定价策略........................................................................................................ 23 4.2.3 渠道策略........................................................................................................ 24 4.2.4 促销策略........................................................................................................ 24 4.3 本章小结....................................................................................................................... 25 第五章 团队构成和运营模式................................................................................................26 5.1 创始团队及职责........................................................................................................... 26 5.1.1 创始人团队介绍............................................................................................ 26 5.1.2 创始股东职责................................................................................................ 26 5.2 股权结构....................................................................................................................... 27 5.3 组织架构....................................................................................................................... 27 5.3.1 初创阶段的组织架构.................................................................................... 27 5.3.2 发展阶段的组织架构.................................................................................... 28 5.4 盈利模式....................................................................................................................... 29 5.5 项目实施步骤............................................................................................................... 29V 5.6 本章小结....................................................................................................................... 29 第六章 财务分析....................................................................................................................30 6.1 项目投资说明................................................................................................... 30 6.2 项目利润预测分析 ....................................................................................................... 31 6.2.1 销售收入预测................................................................................................ 31 6.2.2 财务报表分析................................................................................................ 34 6.2.3 盈利能力分析................................................................................................ 36 6.3 财务可行性分析........................................................................................................... 37 6.4 本章小结....................................................................................................................... 37 第七章 项目风险及防控........................................................................................................38 7.1 政策风险及防控........................................................................................................... 38 7.2 市场风险及防控........................................................................................................... 38 7.3 人力资源风险及防控 ................................................................................................... 39 7.4 财务风险及防控........................................................................................................... 40 7.5 本章小结....................................................................................................................... 40 结 论......................................................................................................................................41