广东及华南地区作为经济和能源消费大省或地区及能源产出小省，一直以来都依靠 “北煤南运”来调配煤炭资源。在如今煤炭调运多元化势头增强，现如今急需一个交易 中心平台提供多种贸易方式与相关服务。同时由于我国煤炭进出口关税政策的导向性调 整和广东省的地理优势，进口煤炭价格时而低于国内煤价，外贸进口煤成为广东省煤炭 市场的重要供给来源。因此，建立一个立足广东、辐射华南，集全面化、专业化、信息 化、市场化、集成化、共享化为一体的南方煤炭交易中心就十分必要。再此背景下，本 文拟于广东省珠海市横琴新区建立煤炭交易中心。 对此，本文在搜集了大量资料及实地调研获取数据后，基于PEST模型对宏观环境、 波特五力模型对竞争环境、SWOT模型进行了分析后，确定了南方煤炭交易中心的目标 市场定位及选址，并制定了相应的营销策略和具体的运营计划。 最后根据前文分析的内容，本文得出该项目综上所述，南方煤炭交易中心建设不仅 方案成熟可靠，项目建设的条件成熟，通过经济、技术、市场、投资等方面预测分析， 该中心建设项目具有经济效益和社会效益的双重收益，不仅项目的盈利范围大，而且抗 风险能力强。并在此基础上提出了相应的建议。 关键词，煤炭；煤炭交易中心；交易模式II Abstract Guangdong and south China, as the major provinces or regions of economy and energy consumption, and the small provinces of energy output, have been relying on coal transportation from north to south to deploy the coal resources.Nowadays, the diversification of coal transportation is increasing, and there is an urgent need for a trading center platform to provide a variety of trade ways and related services. At the same time, because of the guidance adjustment of China's import and export tariff policy and the geographical advantage of Guangdong province, import coal price is lower than domestic coal price, foreign trade import coal has become an important supply source of the coal market in Guangdong province. Therefore, it is necessary to establish a southern coal trading center based on Guangdong and south China, which is integrated, specialized, information - based, market - oriented, integrated and shared. In this context, this paper is to establish a coal trading center in Hengqin new district, Zhuhai city, Guangdong province. In this paper, after the collection of a lot of data and field research to obtain the data, based on the pest model to the macro environment, five forces model to the competitive environment and SWOT model, determine the target market location and location of the southern coal trading center, and develop the corresponding marketing strategy and specific business plan. Finally, according to the content of the above analysis, the article concludes that the construction of Zhuhai Hengqin international coal trading center is not only mature and reliable, the conditions of the project construction mature, through economic, technology, market, investment and other aspects of prediction analysis, the center construction project has the double benefits of economic and social benefits, not only the profitability of the project, but also the ability to resist risks. On this basis, the corresponding suggestions are put forward. Key Word ，coal; Coal trading; center; Transaction modeIII 目 录 摘要.............................................................................................................................I Abstract ....................................................................................................................... II 第一章 绪论................................................................................................................. 1 1.1 研究背景与意义 ................................................................................................ 1 1.2 理论综述及现状 ................................................................................................ 2 1.3 煤炭交易中心发展情况分析 ............................................................................ 3 1.4 研究内容与方法 ................................................................................................ 4 第二章 项目基本情况................................................................................................. 6 2.1 南方煤炭交易中心项目概述 ............................................................................ 6 2.2 南方煤炭交易中心平台商业模式 .................................................................... 6 2.3 南方煤炭交易中心平台发展路径 .................................................................... 8 2.4 南方煤炭交易中心平台项目优势 .................................................................... 8 2.4.1 业务竞争优势.............................................................................................. 8 2.4.2 线上平台优势.............................................................................................. 9 2.5 南方交易中心平台项目预计需要投资金额 .................................................. 10 2.5.1 预计所需金额的依据................................................................................ 10 2.5.2 预计需要投资.............................................................................................11 2.6 南方煤炭交易中心平台组织结构 ...................................................................11 第三章 行业内外部环境分析................................................................................... 13 3.1 宏观环境分析 .................................................................................................. 13 3.1.1 政治环境分析............................................................................................ 13 3.1.2 经济环境分析............................................................................................ 13 3.1.3 社会环境分析............................................................................................ 14 3.1.4 技术环境分析............................................................................................ 14 3.2 行业环境分析 .................................................................................................. 15 3.2.1 我国煤炭行业供需情况............................................................................ 15 3.2.2 我国煤炭运输总体格局............................................................................. 16IV 3.2.3 煤炭交易中心平台选址分析.................................................................... 18 3.3 波特五力模型分析 .......................................................................................... 23 3.3.1 现有竞争者................................................................................................ 23 3.3.2 潜在新竞争者............................................................................................ 23 3.3.4 供应商........................................................................................................ 24 3.3.5 客户............................................................................................................ 25 3.4 SWOT 分析 ....................................................................................................... 25 第四章 营销策略....................................................................................................... 27 4.1 目标定位 .......................................................................................................... 27 4.1.1 市场细分.................................................................................................... 27 4.1.2 目标客户.................................................................................................... 27 4.1.3 市场定位.................................................................................................... 28 4.2 营销策略 .......................................................................................................... 28 4.2.1 产品及服务策略........................................................................................ 28 4.2.2 价格策略.................................................................................................... 28 4.2.3 互动策略.................................................................................................... 29 4.2.4 体验策略.................................................................................................... 30 4.2.5 品牌策略.................................................................................................... 30 第五章 项目运营计划............................................................................................... 31 5.1 项目发展规划 .................................................................................................. 31 5.1.1 源头培育阶段............................................................................................ 31 5.1.2 产业延伸阶段............................................................................................ 31 5.1.3 综合发展阶段............................................................................................ 31 5.2 南方煤炭交易中心平台组织形式及管理 ...................................................... 32 5.2.1 中心组织形式............................................................................................ 32 5.2.2 建设管理.................................................................................................... 33 5.3 中心平台搭建 .................................................................................................. 33 5.3.1 数据中心与基础硬件配备........................................................................ 33 5.3.2 中心线上平台搭建.................................................................................... 33V 5.3.3 信息化平台搭建........................................................................................ 35 5.3.4 中心与主要接卸港及储煤基地合作机制................................................ 36 5.5 项目建设进度计划 .......................................................................................... 38 5.6 项目风险管理 .................................................................................................. 39 第六章 财务预算与决策........................................................................................... 41 6.1 资金预算 .......................................................................................................... 41 6.2 投资收益分析 .................................................................................................. 41 6.2.1 中心收入估算............................................................................................ 42 6.2.2 中心运营期年度净利润率........................................................................ 42 结论与建议................................................................................................................. 44