随着移动互联网的发展, 搜索类服务已经成为互联网企业的主要网络服务之 一，有些企业可以提供专业搜索服务。本文的创业项目是开发一种能够根据汽车 照片搜索汽车车型的功能应用和服务（简称“拍照识车”）。以帮助消费者在不熟 悉的汽车品牌车型或者在不清楚检索关键词的情况下，使用手机拍照功能识别出 相关车型信息和服务。 本报告用到的主要研究方法包括文献研究法、市场调研与数据研究法、案例 研究法、人员访谈法、理论和实际相结合的方法等。 本文主要内容共分为六章，第一章绪论，介绍研究背景和意义，文献综述以 及研究内容和方法；第二章公司与项目概况，主要包括拟建公司的基本情况、产 品和服务的情况、产品的盈利模式；第三章市场环境分析，主要包括外部环境分 析、行业环境分析、SWOT 分析；第四章营销策略，主要包括 STP 和 4P 分析； 第五章投资估算与财务预测，以及第六章风险分析与对策。 本文对产品和服务的原理，使用步骤、以及市场上类似产品的原理和功能等 进行了详细的说明和对比，设计了拍照识车产品的盈利模式，对公司的企业文化 进行了精炼的归纳，对初创移动互联网公司的选址、人力资源、组织架构等问题 进行了规划。 拍照识车项目选择在垂直类汽车图片搜索领域，专注为汽车制造企业作为移动搜索 引擎营销推广的渠道，为大众人群消费的汽车产品照片提供搜索识别和信息服务这一 细分市场。帮助各类汽车企业引流、转化，打造创新、个性化的有竞争力的 O2O 市 场营销模式。 拍照识车项目财务预算方面，预计启动资金投资 100 万，用于产品研发和平 台运营产地租赁等方面，根据财务三表预测公司项目具有较强的盈利能力，静态 投资回收期为 2.36 年，动态投资回收期 4.15 年。具有一定的投资价值。 本商业计划书为拍照识车项目落地进行较全面的规划和测算，为创业者梳理 创业思路，为投资者提供了投资价值分析。 关键词，拍照识车；移动互联网；创业项目；商业计划书 ⅠIII Abstract With the development of mobile Internet, search services has become one of the major Internet users of Internet services, some companies can provide professional search services. The entrepreneurial project in this paper is to develop a mobile Internet application and service that can be used to search for car models based on car photos (referred to” Whatcar App). To help consumers in the unfamiliar car brand models or in the case of unclear search keywords, the use of mobile phone camera function to identify the relevant vehicle information and services. The main research methods used in this paper include literature research, market research and data research, case study, personnel interviews, theory and practice of combining methods. The main contents of this paper are divided into six chapters: The first chapter introduces the background and significance of the research, literature review and research content and methods. Chapter II: company and project overview, including the proposed basic situation of the company. Chapter III: products and services marketing analysis, including the external environment analysis, industry environment analysis, SWOT analysis. Chapter IV marketing strategy, including STP and 4P analysis. Chapter V investment estimates and financial forecast. Chapter VI: Risk Analysis and Countermeasures. In this paper, we try to explain the principle of products and services, instructions, and some detailed descriptions and comparisons of the similar products on the market. Designing the profit model of the project, summing up the company's corporate culture. The start-up mobile Internet Company’s location, human resources, organizational structure and other issues were planned. Today, any car companies in the marketing plan, would not ignore the mobile Internet, especially for mobile phone users advertising. The whatcar app project is designed in the field of car image search, which is designed for the automobile manufacturing enterprises as a channel in mobile search engine marketing and providing search and information service for the mass consumer products. To help all types of auto companies to create a innovative, personalized competitive O2O marketing model. Ⅱ华南理工大学硕士学位报告 IV The project financial budget is expected to start capital investment of 1 million yuan for product development and platform operations origin leasing, etc. According to the financial statements of the company's, the project has a strong profitability, The conversion period of static investment is 2.36 years, and the dynamic payback period is 4.15 years. Which make the project has a certain investment value. This business plan for the photographer car project landing a more comprehensive planning and calculation for the entrepreneur to sort out business ideas, to provide investors with investment value analysis. Keywords: whatcar app, mobile Internet, entrepreneurial project, business plan ⅢV 目 录 摘要................................................................................................................................I Abstract ........................................................................................................................... III 图表清单.........................................................................................................................IX 第一章 绪论......................................................................................................................1 1.1 选题的背景和意义.............................................................................................. 1 1.1.1 选题背景................................................................................................... 1 1.1.2 研究意义................................................................................................... 2 1.2 文献综述.............................................................................................................. 3 1.2.1 创业相关理论的综述............................................................................... 4 1.2.2 其他相关管理文献综述........................................................................... 5 1.3 研究内容与研究方法.......................................................................................... 7 1.3.1 研究的内容............................................................................................... 7 1.3.2 研究的方法............................................................................................... 7 第二章 拍照识车项目概况..............................................................................................9 2.1 拍照识车产品与服务.......................................................................................... 9 2.1.1 产品与服务介绍....................................................................................... 9 2.1.2 产品与服务的市场需求......................................................................... 12 2.1.3 产品与服务的盈利模式......................................................................... 12 2.2 拟建立拍照识车公司介绍................................................................................ 15 2.2.1 公司基本信息......................................................................................... 15 2.2.2 创业合伙人............................................................................................. 15 2.2.3 企业文化................................................................................................. 16 2.2.4 公司选址................................................................................................. 16 2.2.5 人力资源规划......................................................................................... 17 2.3 本章小结............................................................................................................ 20 第三章 拍照识车项目环境分析与战略选择................................................................21 3.1 宏观环境分析.................................................................................................... 21 3.1.1 政策法律环境........................................................................................ 21 Ⅳ Ⅷ Ⅱ华南理工大学硕士学位报告 VI 3.1.2 经济环境................................................................................................ 22 3.1.3 社会环境................................................................................................. 23 3.1.4 技术环境................................................................................................. 24 3.2 行业环境分析.................................................................................................... 25 3.2.1 行业概述................................................................................................. 25 3.2.2 行业竞争五力分析................................................................................. 27 3.3 SWOT 分析........................................................................................................ 30 3.3.1 优势......................................................................................................... 30 3.3.2 劣势......................................................................................................... 30 3.3.3 机会......................................................................................................... 30 3.3.4 威胁......................................................................................................... 30 3.3.5 组合分析................................................................................................. 31 3.4 战略选择............................................................................................................ 31 3.5 本章小结............................................................................................................ 32 第四章 拍照识车项目营销策略制定与规划................................................................32 4.1 目标市场策略................................................................................................... 32 4.1.1 市场细分................................................................................................. 33 4.1.2 目标市场分析......................................................................................... 34 4.1.3 市场定位分析......................................................................................... 35 4.2 营销组合策略.................................................................................................... 35 4.2.1 产品(Product)策略.................................................................................. 37 4.2.2 价格(Price)策略 ...................................................................................... 37 4.2.3 渠道(Place)策略...................................................................................... 37 4.2.4 促销(Promotion)策略 ............................................................................. 38 4.3 4C 理论的应用 .................................................................................................. 38 4.4 前期发展推进规划............................................................................................ 39 4.5 本章小结............................................................................................................ 40 第五章 财务评价与融资计划........................................................................................41 5.1 财务测算........................................................................................................... 41 ⅤVII 5.1.1 环境假设及财务测算原则................................................................... 41 5.1.2 项目投入资金测算................................................................................. 42 5.1.3 项目收益测算......................................................................................... 43 5.1.4 成本及费用测算..................................................................................... 44 5.2 财务报表预计.................................................................................................... 46 5.2.1 利润表预计............................................................................................. 46 5.2.2 资产负债表预计..................................................................................... 47 5.2.3 现金流量表预计..................................................................................... 48 5.2.4 营运及盈利能力预计............................................................................. 49 5.3 项目投资决策评价............................................................................................ 49 5.4 项目融资计划与退出方式................................................................................ 50 5.4.1 融资计划................................................................................................. 50 5.4.2 退出方式................................................................................................. 50 5.5 本章小结............................................................................................................ 51 第六章 拍照识车项目风险分析与对策........................................................................52 6.1 风险影响量化值............................................................................................... 52 6.2 创业者风险........................................................................................................ 53 6.2.1 创业者风险的识别................................................................................. 53 6.2.2 创业者风险的规避和应对..................................................................... 53 6.3 宏观环境风险.................................................................................................... 53 6.3.1 宏观环境风险的识别............................................................................. 53 6.3.2 宏观环境风险的规避与对策................................................................. 54 6.4 经营风险............................................................................................................ 54 6.4.1 经营风险的识别..................................................................................... 54 6.4.2 经营风险的规避与对策......................................................................... 54 6.5 技术风险............................................................................................................ 55 6.5.1 技术风险的识别..................................................................................... 55 6.5.2 技术风险的规避与对策......................................................................... 55 6.6 人力资源风险.................................................................................................... 55 6.6.1 人力资源风险的识别............................................................................ 55 Ⅵ华南理工大学硕士学位报告 VIII 6.6.2 人力资源风险的规避与对策................................................................ 55 6.7 财务风险............................................................................................................ 56 6.7.1 财务风险的识别..................................................................................... 56 6.7.2 财务风险的规避与对策......................................................................... 56 6.8 本章小结............................................................................................................ 56 结 论..............................................................................................................................57