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2020年WQ冷链物流产业园项目商业计划书DOC

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本文以 WQ 冷链物流产业园项目为研究对象,通过对该项目编制商业计划书,不仅 为本项目今后的实施提供开发计划,为项目融资提供帮助,同时也增强了 WQ 在中国冷 链物流行业进行战略规划布局的决心。 本文通过以下方面的研究,来编制该项目的商业计划书, 通过 PEST 模型分析得出,WQ 冷链物流产业园项目面临非常好的机遇,无论从政 策、经济、社会及技术环境均有利于企业发展。项目面临的行业竞争不大,竞争优势十 分显著。 通过对 WQ 冷链物流产业园项目进行的 SWOT 分析得出,本项目的内部优势远大 于劣势,外部对该行业面临的发展机会,远大于威胁。因此本项目选用 SO 战略,即增 长型战略,充分利用项目内部优势,把握外部机遇。 通过 STP 营销对市场进行细分研究,确定目标市场,并对市场进行定位。项目的定 位是,以冷库为核心资源,以“WQ 冷链”为核心品牌,集商品采购储藏、产品展示、 谈判交易、运输等整个贸易链环节为一体的,打造全新的冷冻食品一站式采购平台。 本项目的整体投资总额约 14.5 亿元。其中 5.6 亿元由 WQ 项目股东方 WQ 集团自 筹解决,由于 WQ 集团与银行有良好的合作基础,本项目剩余资金拟通过银行贷款方式 解决。根据现金预测表,计算出项目的净现值为 8556.24 元,远大于零;内部收益率为 20%,修正后的内部收益率为 16%,远远高于项目资本成本 8.32%,得出本项目的投资 动态回收期为 3 年,远低于投资者期望的 5 年投资回收期,得出本项目经济效益显著。 通过对 WQ 冷链物流产业园项目所主要面临的政策、管理、经营、财务及自然环境 等五方面风险进行定性分析,并提出规避或控制的对策,得出影响项目发展风险不大。 继而通过单因素与多因素性敏感分析对该项目的定量分析,得出该项目有较强的抗风险 性,风险较低。 关键字,商业计划书;冷链物流;产业园II ABSTRACT This article takes the WQ cold chain logistics industry park project as the research object. Thought the project business plan preparation, it can not only to provide the development plan for the implementation of the project in the future and provide help for project financing, but also to enhance determination of the WQ cold chain logistics industry in China's strategic layout planning. Through the following aspects of research, this article gives the preparation of the project business plan: Through the PEST model, WQ cold chain logistics industrial park project is facing very good opportunities in the aspect of the policy, economic, social and technological environment, which were conducive to enterprise development. The industry competition the project faces is not big, while the competitive advantage is very significant. Through the WQ analysis on the SWOT cold chain logistics industrial park project, the internal advantages of the project is far greater than the disadvantages, while external opportunities for the development of the industry is far greater than the threat. Therefore this project chooses the SO strategy, namely the growth type strategy, and fully uses the project internal superiority, so as to grasp the outside opportunity. Through the STP marketing research on market segmentation, it can target and position market. The positioning of the project is to take the cold storage resources as the core, and WQ cold chain will be taken as the core of the brand, set commodity procurement, storage, display products, negotiated transactions, transportation and other trade throughout the chain link, to create new frozen food purchasing one-stop platform. The total investment of this project is about 1 billion 450 million Yuan, among which the 560 million Yuan is funded by the WQ shareholders of WQ group because WQ group has a good basis for cooperation with the bank. And the rest of funding the project need is from bank loans. According to the cash flow forecast, it calculate the project's net present value for $63137.67, far greater than zero; internal income rate of 101%, the modified internal rate of return rate of 62%, far higher than the cost of capital projects 8.32%, hence we get the result that the project of dynamic investment recovery period is 2.04 years, far below the expected investment 4 years of investment recovery period, so it is concluded that the economic benefits of the project is significant. Through the qualitative analysis on five aspects such as the policy, management, operations, finance, and natural environment risk, which WQ cold chain logistics industryIII park project mainly faces. It put forward the countermeasures to avoid or control the risk, lowering the development of the project risk. Then through the quantitative analysis on the single factor and multi factor sensitivity analysis, it is concluded that the project has been characterized with a strong anti-risk and lower risk. Key words: Business plan; Cold chain logistics; Industrial ParkIV 目 录 摘要.........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表清单.................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 研究背景和意义.............................................................................................................. 1 1.2 文献综述.......................................................................................................................... 3 1.2.1 关于商业计划书的文献研究................................................................................... 3 1.2.2 关于冷链物流的文献研究....................................................................................... 5 1.2.3 关于企业经营管理文献研究................................................................................... 8 1.2.4 关于财务管理方面的文献研究............................................................................... 9 1.3 研究方法与主要内容.................................................................................................... 10 第二章 项目介绍....................................................................................................................12 2.1 公司简介........................................................................................................................ 12 2.2 项目简介........................................................................................................................ 13 2.2.1 项目背景................................................................................................................. 13 2.2.2 项目选址................................................................................................................. 14 2.2.3 项目功能................................................................................................................. 14 2.2.4 项目规划................................................................................................................. 14 2.3 项目运作模式................................................................................................................ 15 2.4 项目机构设置................................................................................................................ 18 2.4.1 公司组织机构......................................................................................................... 18 2.4.2 人力资源配置......................................................................................................... 19 2.5 本章小结........................................................................................................................ 20 第三章 环境分析....................................................................................................................21 3.1 宏观经济情况分析........................................................................................................ 21 3.1.1 政策环境................................................................................................................. 21 3.1.2 经济环境................................................................................................................. 22 3.1.3 社会环境................................................................................................................. 23V 3.1.4 技术环境................................................................................................................. 24 3.2 行业环境分析................................................................................................................ 24 3.3 项目 SWOT 分析 .......................................................................................................... 26 3.3.1 S-优势 ...................................................................................................................... 26 3.3.2 W-劣势 ..................................................................................................................... 27 3.3.3 O-机会...................................................................................................................... 27 3.3.4 T-威胁 ...................................................................................................................... 28 3.4 本章小结........................................................................................................................ 28 第四章 营销策略....................................................................................................................29 4.1 STP 营销......................................................................................................................... 29 4.1.1 市场细分(Segmenting)...................................................................................... 29 4.1.2 目标市场(Targeting).......................................................................................... 30 4.1.3 市场定位(Positioning)....................................................................................... 30 4.2 营销组合策略................................................................................................................ 31 4.2.1 品牌策略................................................................................................................. 31 4.2.2 市场策略................................................................................................................. 31 4.2.3 促销策略................................................................................................................. 32 4.2.4 人员策略................................................................................................................. 32 4.3 本章小结........................................................................................................................ 32 第五章 项目财务分析............................................................................................................34 5.1 项目开发总投资成本估算............................................................................................ 34 5.2 项目资金来源与资金筹措方案.................................................................................... 37 5.3 项目经营预测................................................................................................................ 37 5.3.1 收入预测................................................................................................................. 38 5.3.2 支出预测................................................................................................................. 39 5.3.3 现金流预测............................................................................................................. 40 5.4 项目效益评价................................................................................................................ 42 5.4.1 项目的净现值计算................................................................................................. 42 5.4.2 内部报酬率计算..................................................................................................... 43 5.4.3 修正内部报酬率计算............................................................................................. 44VI 5.5 本章小结........................................................................................................................ 45 第六章 风险管理....................................................................................................................46 6.1 风险定性分析................................................................................................................ 46 6.1.1 政策风险及对策..................................................................................................... 46 6.1.2 管理风险及对策..................................................................................................... 46 6.1.3 经营风险及对策..................................................................................................... 47 6.1.4 财务风险及对策..................................................................................................... 47 6.1.5 自然环境风险及对策............................................................................................. 48 6.2 风险定量分析................................................................................................................ 48 6.2.1 单因素敏感性分析................................................................................................. 48 6.2.2 多因素敏感性分析................................................................................................. 49 6.3 本章小结........................................................................................................................ 49 结 论......................................................................................................................................50