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2020年乘云养车创业公司商业计划书DOC

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随着中国家用轿车年销售量逐年快速增长,中国迅速成为家用轿车保有量大国。中 国当前不可逆转的消费升级以及伴随着互联网成长的一代车主逐渐从汽车后市场消费 生力军转变为消费主力军的事实形成新的汽车后市场环境。但是汽车维修保养行业的当 前现实是车主的满意度低,4S 店成本高,中小维保企业生存难。本文基于这些事实分 析构建一流移动互联网养车平台的商业机会,并试图对平台的可行性进行分析。本文对 于探索移动互联网时代、汽车后市场移动汽车维保服务的盈利模式及运营模式具有重要 的意义。 本文首先从政治、经济、社会文化、技术环境等方面进行了宏观分析,接着分析了 平台所处的行业环境、竞争环境,然后引用波特五力模型分析得出行业的需求缺口,车 主养车价格高、体验差、信任缺失;中小汽车维保企业品质风险高、营销能力弱、低价 恶性竞争;技师薪资待遇较低、职业发展受阻、自主创业风险高。基于需求缺口和行业 现状,运用蓝海战略发现了新的商业机会,既构建乘云养车平台。乘云养车试图设计新 的价值活动,整合家用轿车维修保养价值链上的关键资源,重点提高行业效率,提供公 正,透明、值得信任的互联网养车服务平台。平台基于移动互联网提供车主预约,直营 店或者加盟店接单,上门服务,过程品质保证,服务评价分享的全新的、闭环的互联网 养车一流用户体验。并确定了平台服务聚焦、区域聚集和客户聚焦的战略方向与社交评 价、口碑传播的营销模式。 在确定平台的战略定位之后,选择新一代以移动互联网消费为生活方式的车主和原 车厂技术认证的维修技师做为重点用户。平台初期立足于东莞,远期覆盖整个粤港澳大 湾区。通过设立基于养车云服务的旗舰店构建一流的标准化服务能力,然后输出养车云 服务和协助构建一流运营能力给加盟商家做为切入点。利用大数据算法,分析交易,车 主,车型,位置,时间,品质提供集中采购,整合营销行等数字化运营能力,为商业决 策提供数据支持。打造一个加盟商、技师、车主以及平台自身多方共赢的协作机制。 为了确保战略及市场营销策略的落地,本文分析了平台的资源投入并进行了财务预 测,通过分析得出项目所需初始投资为 1000 万元,五年期净现值 NPV 为 3,174.10 万 元。对平台可能面临的技术、市场、管理风险,提出相应的控制及对策。通过本文的论 证,本平台风险可控,投资是可行的。 关键词,汽车后市场 行业效率 养车 云服务 信任 社交评价 口碑传播II Abstract As the annual sales volume of Chinese private cars has increased rapidly year by year, China has rapidly become a large country with large private car ownership. The current irreversible consumption upgrade in China and the fact that a generation of car owners with the growth of the Internet gradually change from the rear of the car market to the main force of the consumption force has formed a new post market environment. However, the current reality of vehicle maintenance and repair industry is low satisfaction of owners, high cost of 4S shops, and small and medium-sized maintenance enterprises. Based on these facts, this paper analyzes and builds the business opportunities of the first-class mobile Internet platform for car maintenance, and tries to analyze the feasibility of the platform. This article is of great significance for exploring the profit mode and operation mode of mobile Internet maintenance service in the mobile Internet era and the automotive aftermarket. In this paper, the macro analysis is made from the aspects of politics, economy, social culture and technical environment, and then the industry environment and competitive environment of the platform are analyzed. Then Potter's five force model is used to analyze the industry's demand gap: the car owners have high price, poor experience and lack of trust, and the small and medium-sized automobile maintenance enterprise products. High quality risk, low marketing ability, low price and vicious competition; low salary, low career development and high risk of independent venture. Based on the demand gap and the status quo of the industry, the blue ocean strategy was used to discover new business opportunities and build a platform for riding on cloud. Take a cloud raising car to design new value activities, integrate the key resources on the value chain of household car maintenance and maintenance, focus on improving the efficiency of the industry, and provide a fair, transparent and trustworthy service platform for the Internet. The platform is based on the mobile Internet to provide a new, closed, closed and closed - class user experience of the Internet, providing the owners' appointment, direct and franchised stores, door-to-door services, process quality assurance, and service evaluation sharing. It also identified the strategic direction of platform service focus, regional aggregation and customer focus, and the marketing mode of social evaluation and word of mouth communication. After determining the strategic positioning of the platform, we should choose a new generation of mobile Internet consumption for the owner of the lifestyle and the technical certification of the original car factory as a key user. The platform was initially established in Dongguan, covering the entire bay area of Guangdong, Hong Kong and Macau in the future.III By setting up a first-class standard service capability based on the flagship store based on vehicle cloud service, then exporting the car cloud service and helping to build the first class operation ability to make the entry point to the franchisee. Use large data algorithm to analyze transaction, car owner, car model, position, time, quality to provide centralized purchasing, integrated marketing line and other digital operation ability to provide data support for business decision. To create a win-win mechanism for franchisees, technicians, owners and platforms themselves. In order to ensure the landing of strategy and marketing strategy, this paper analyzes the resource input and financial forecast of the platform. Through the analysis, the initial investment of the project is 10 million RMB, and the five year net present value NPV is 31.741 million RMB. Put forward corresponding control and Countermeasures for the technology, market and management risks that the platform may face. Through this demonstration, the platform is controllable and investment is feasible. KEY WORDS: Auto Post-Market; Industry efficiency; Cloud ServiceIV 目 录 摘要.....................................................................................................................................I Abstract.................................................................................................................................II 图表清单 ..........................................................................................................................VIII 第一章 绪论..........................................................................................................................1 1.1 研究背景.....................................................................................................................1 1.1.1 项目概况 ..............................................................................................................2 1.2 研究意义.....................................................................................................................2 1.3 文献综述.....................................................................................................................3 1.3.1 汽车后市场概念...................................................................................................3 1.3.2 五力模型 ..............................................................................................................3 1.3.3 企业核心能力理论...............................................................................................4 1.4 研究方法,研究内容与研究架构 ..............................................................................4 1.4.1 研究方法 ..............................................................................................................4 1.4.2 研究内容 ..............................................................................................................4 1.4.3 研究架构 ..............................................................................................................5 1.5 本章小结.....................................................................................................................6 第二章 项目整体概况..........................................................................................................7 2.1 项目背景介绍 .............................................................................................................7 2.2 平台设计思路 .............................................................................................................7 2.2.1 整体思路 ..............................................................................................................7 2.2.2 项目技术能力 ....................................................................................................11 2.3 服务与支持 ...............................................................................................................11 2.3.1 项目收费模式 ....................................................................................................11 2.3.2 平台支持功能 ....................................................................................................11 2.4 产品远期规划 ...........................................................................................................12 2.4.1 大数据分析 ........................................................................................................12 2.4.2 人工智能车辆诊断支持系统 .............................................................................12 2.5 本章小结...................................................................................................................12V 第三章 项目外部环境分析.................................................................................................13 3.1 宏观环境分析 ...........................................................................................................13 3.1.1 政治法律环境分析.............................................................................................13 3.1.2 经济环境分析 ....................................................................................................14 3.1.3 社会文化环境分析.............................................................................................15 3.1.4 技术环境分析 ....................................................................................................16 3.2 市场环境分析 ...........................................................................................................16 3.2.1 总体需求分析 ....................................................................................................16 3.2.2 消费升级 ............................................................................................................17 3.2.3 车主需求缺口分析.............................................................................................17 3.2.4 加盟商家需求缺口分析 .....................................................................................19 3.2.5 技师需求缺口分析.............................................................................................20 3.3 行业竞争结构分析 ...................................................................................................21 3.3.1 现有竞争者分析.................................................................................................21 3.3.2 新进入者 ............................................................................................................24 3.3.3 供应商讨价还价能力.........................................................................................24 3.3.4 顾客讨价还价能力.............................................................................................24 3.3.5 替代品的威胁 ....................................................................................................24 3.4 项目机会识别 ...........................................................................................................24 3.4.1 效率提升机会 ....................................................................................................24 3.4.2 体验提升机会 ....................................................................................................24 3.4.3 流量入口机会 ....................................................................................................25 3.5 本章小结...................................................................................................................25 第四章 项目定位................................................................................................................26 4.1 愿景...........................................................................................................................26 4.2 目标用户...................................................................................................................27 4.3 区域定位...................................................................................................................28 4.3.1 汽车保有量 ........................................................................................................29 4.3.2 人口基数 ............................................................................................................29 4.3.3 消费观念 ............................................................................................................29VI 4.4 业务定位...................................................................................................................29 4.4.1 车主服务定位 ....................................................................................................30 4.4.2 技师服务定位 ....................................................................................................30 4.4.3 加盟服务定位 ....................................................................................................30 4.5 竞争优势构建 ...........................................................................................................30 4.5.1 竞争优势独特性.................................................................................................31 4.5.2 竞争优势的可持续性.........................................................................................32 4.6 价值创新活动设计 ...................................................................................................33 4.6.1 剔除活动 ............................................................................................................34 4.6.2 消减活动 ............................................................................................................34 4.6.3 提升活动 ............................................................................................................35 4.6.4 创造活动 ............................................................................................................35 4.7 本章小结...................................................................................................................35 第五章 项目组织与实施 ....................................................................................................36 5.1 商业模式...................................................................................................................36 5.2 项目组织...................................................................................................................36 5.2.1 职能架构及职责.................................................................................................36 5.2.2 人力资源需求及管理团队 .................................................................................38 5.2.3 管理理念与企业文化.........................................................................................39 5.3 市场营销计划 ...........................................................................................................40 5.3.1 营销目标 ............................................................................................................40 5.3.2 营销战略 ............................................................................................................41 5.3.3 4P 营销策略 ........................................................................................................41 5.3.4 4C 营销策略........................................................................................................42 5.4 本章小结...................................................................................................................43 第六章 投资估算与财务预测评价.....................................................................................44 6.1 资金投放估算 ...........................................................................................................44 6.2 资金筹措...................................................................................................................44 6.3 项目收益分析 ...........................................................................................................44 6.3.1 项目销售收入及成本预测 .................................................................................44VII 6.3.2 项目成本预测 ....................................................................................................46 6.4 利润表、现金流量表估算........................................................................................47 6.5 敏感性分析 ...............................................................................................................49 6.6 财务指标分析 ...........................................................................................................51 6.7 本章小结...................................................................................................................51 第七章 风险分析及对策 ....................................................................................................52 7.1 项目开发进度风险 ...................................................................................................52 7.1.1 团队成员结构 ....................................................................................................52 7.1.2 团队稳定 ............................................................................................................52 7.1.3 团队激励 ............................................................................................................52 7.1.4 项目外包 ............................................................................................................53 7.2 政策风险...................................................................................................................53 7.2.1 环保政策 ............................................................................................................53 7.2.2 保险政策 ............................................................................................................54 7.3 技术风险...................................................................................................................54 7.3.1 开源技术 ............................................................................................................54 7.3.2 新兴技术 ............................................................................................................55 7.4 市场风险...................................................................................................................55 7.4.1 4S 店竞合............................................................................................................55 7.4.2 竞争对手 ............................................................................................................56 7.5 用户量风险 ...............................................................................................................57 结 论...................................................................................................................................58