高速公路的建设，大大改善了路网结构，近年来，高速公路总体发展呈现出规模大、 发展快、效益好的良好势头，为广东省国民经济发展提供了有力支撑。但是在广东省高 速公路发展呈现良好势头的同时，也出现一些问题亟待解决，比如，高速公路项目车流 量不均衡；高速公路建设的增长跟不上车流量的增长。如何通过高速公路交通诱导提高 其通行效率和服务水平，为社会提供更好的高速公路营运综合服务，对于促进现代服务 业发展，满足人们对高速公路出行更高的要求，建设幸福社会具有重要意义。本报告在 此背景下开展高速公路交通诱导项目的商业化运作。 广东道路信息发展有限公司是广东南粤物流股份有限公司的子公司，公司主要从事 交通出行服务业务。2010 年初，广东道路信息发展有限公司经广东省交通运输厅授权， 取得广东省 62 条高速公路静、动态实时路况信息，并经广州市交委授权，取得广州市 城际、省道、国道交通信息及高速公路出入口周边地区信息，通过交通信息为客户提供 诱导服务。本报告就该项目运作的市场环境、行业状况、竞争对手以及营销策略、项目 收益及风险防范等进行研究，旨在论证高速公路交通诱导项目的可行性。 本项目计划书运用市场营销学、投资学、财务管理学等学科相关知识和分析方法对 高速公路交通诱导项目进行深入研究。报告主要从以下三个层面对高速公路交通诱导项 目进行分析，1、项目投资环境及市场情况。报告通过对国内高速公路发展情况、广东 省及珠三角高速公路的发展情况、竞争对手的分析，说明公众对交通出行服务的迫切性， 交通诱导项目在广东省面临良好的机会。2、市场营销推广。通过对交通出行服务市场 的进一步分析，确定产品的市场定位，并制定出相应的市场营销方案。产品主要针对竞 争对手，采取低价格的策略，发挥广东道路信息公司的优势，为高速公路出行者提供良 好的服务，并以此实现增值的目的。3、项目经济收益及风险对策。报告分析了交通诱 导项目的赢利能力和发展潜力，针对可能存在的风险提出了相应的对策。最后，根据对 整个项目的综合评价，得出该项目投资可行的结论。 关键词，商业计划书；高速公路；交通诱导；市场定位 II Abstract With more freeways built, the road network structure was improved. In recent years, the highway system presents large scope, fast growth and beneficial trend, which strongly support the economic development of Guangdong Province. Along with the good development tendency, there are few problems need to be solved: the unbalanced traffic flow among different projects; highway growth can’t keep up with the growth of traffic. How to increase freeway capacity and level of service, provide better comprehensive freeway service to the society, becomes important for facilitating the model service sector, satisfying the requirement for freeway travel, and building happy Guangdong. Under this background, the freeway traffic information project is proposed for commercial operation. Guangdong Road Information Development Ltd. (GRID), is a fully capital subsidiary company of Guangdong Nanyue Logistics Ltd., which focusing on providing transportation travel service products. At the beginning of 2010, GRID acquired the static and dynamic traffic information of 62 freeways from Guangdong Transportation Department, and the traffic information of inter-city, province highway and national highway, and freeway ramp surrounding area from Guangzhou Transportation Committee. GRID was authorized to provide traffic guidance service using the acquired traffic information. This thesis analyzes the market environment, industry situation, competitors and sales strategy, project profit and risk control aspects of this project, and evaluate the feasibility of application. This business plan uses marketing, investment, financial management and related knowledge, analyzed the traffic guidance project in detail. The traffic guidance project was studied in three levels: 1. Project investment environment and market situation. Through the analysis of the freeway development status of national-wide, Guangdong province and Pearl Delta area, and the analysis of competitor, concluded that the necessary of traffic information service and the opportunity of traffic information project in Guangdong Province. 2. Marketing. Through the analysis of transportation travel service market, defined the market place of the product, and developed the corresonponding marketing plan. 3. Project benefit and risk management. This plan analyzed the profit capability and development potential of the project, and proposed corresponding countermeasures to the possible risk. At the end, it is concluded that the project is feasibible for application. Keywords: Business Plan, Freeway, Traffic Guidance, Market Orientation III 目 录 摘要...........................................................................................................................................I Abstract ..................................................................................................................................... II 第一章 绪论..............................................................................................................................1 1.1 选题背景和意义 ...................................................................................................... 1 1.2 文献综述 .................................................................................................................. 4 1.2.1 宏观环境分析模型........................................................................................ 4 1.2.2 波士顿矩阵.................................................................................................... 5 1.2.3 财务评价方法................................................................................................ 6 1.2.4 营销方案........................................................................................................ 7 1.2.5 项目商业计划书的内容与要求.................................................................... 8 1.2.6 交通诱导系统的发展.................................................................................... 8 1.3 研究思路与报告结构 ............................................................................................ 10 第二章 项目背景....................................................................................................................12 2.1 高速公路情况介绍..................................................................................................... 12 2.2 交通诱导的商业机会................................................................................................. 13 2.2.1 外部环境........................................................................................................... 13 2.2.2 主要竞争对手................................................................................................... 14 2.3 目标市场的确定......................................................................................................... 15 2.3.1 个体出行者....................................................................................................... 16 2.3.2 行业管理和研究部门....................................................................................... 16 2.3.3 交通信息服务机构........................................................................................... 16 2.4 目标市场的顾客需求分析......................................................................................... 17 2.5 本章小结..................................................................................................................... 17 第三章 项目规划设计方案....................................................................................................18 3.1 规划设计原则............................................................................................................. 18 3.2 规划发展目标............................................................................................................. 19 3.3 项目开发设计方案..................................................................................................... 21 3.3.1 项目的技术环境............................................................................................... 21 IV 3.3.2 高速公路交通诱导系统设计........................................................................... 24 3.3.3 交通信息服务内容设计................................................................................... 26 3.4 增值产品类型............................................................................................................. 27 3.4.1 网站广告业务................................................................................................... 27 3.4.2 实时路况信息查询........................................................................................... 30 3.4.3 语音电话及短信费用 WAP ............................................................................. 30 3.4.4 12580 语音电话服务........................................................................................ 30 3.4.5 服务区媒体广告............................................................................................... 30 3.4.6 车旅天地项目................................................................................................... 31 3.4.7 移动车载 G-book 项目.................................................................................... 31 3.5 本章小结..................................................................................................................... 32 第四章 公司组织和人力资源................................................................................................33 4.1 公司基本情况与公司文化......................................................................................... 33 4.1.1 公司简介........................................................................................................... 33 4.1.2 公司文化.......................................................................................................... 35 4.1.3 公司发展战略................................................................................................... 35 4.2 公司组织架构设置..................................................................................................... 37 4.3 人力资源管理............................................................................................................. 38 4.4 公司制度..................................................................................................................... 40 4.5 本章小结..................................................................................................................... 41 第五章 项目营销方案............................................................................................................42 5.1 项目 SWOT 分析........................................................................................................ 42 5.2 市场定位..................................................................................................................... 43 5.2.1 市场细分........................................................................................................... 44 5.2.2 市场调查........................................................................................................... 44 5.3 市场营销组合策略..................................................................................................... 46 5.3.1 产品策略.......................................................................................................... 46 5.3.2 价格策略........................................................................................................... 47 5.3.3 渠道策略........................................................................................................... 48 5.3.4 促销策略........................................................................................................... 49 V 5.4 销售收入预测............................................................................................................. 49 5.5 本章小结..................................................................................................................... 50 第六章 经济效益分析............................................................................................................51 6.1 财务测算假设............................................................................................................. 51 6.2 项目投资状况............................................................................................................. 53 6.3 项目盈利能力分析..................................................................................................... 54 6.3.1 利润表与静态盈利能力分析........................................................................... 54 6.3.2 现金流量表与动态盈利能力分析................................................................... 56 6.3.3 投资回收期....................................................................................................... 57 6.4 项目风险及对策......................................................................................................... 58 6.5 本章小结..................................................................................................................... 58 结 论........................................................................................................................................59