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2020年尚德资本定增基金项目商业计划书DOC

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虽然经历 2015 年的股灾,但作为中国上市公司最主要的融资渠道定向增发 市场这两年来却仍然高速向前,2016 年全年募集金额一举超过了 1 万 5 千亿, 预计未来几年仍然会保持较快的增长。同时,近年来中国私人财富,尤其是高净 值客户资产迅猛增长,预计至 2016 年底中国高净值客户数量会超过 120 万,他 们的可投资资产将会超过 50 万亿。然而,历年来平均收益率将近 50%的定向增 发这块大蛋糕参与者主要都是机构投资者,广大的高净值人群中大部分人却是无 缘分享。尚德资本定增基金项目正是在这样一个大环境之下应运而生的,本项目 旨在为高净值人群提供最专业的定增产品和服务,解决他们财富日益增长却苦于 投资渠道匮乏的问题。 在本商业计划书中,从尚德资本定增基金项目的背景和意义出发,首先阐述 了尚德资本定增基金项目商业模式及项目的概况。然后运用 PEST 模型分析了尚 德资本定增基金项目行业的宏观环境;运用波特五力模型对行业的竞争态势进行 了全面的分析;运用 SWOT 模型对尚德资本定增基金项目的优势、劣势、机会、 威胁进行了详细剖析;在市场营销上运用 STP 工具对私募行业市场进行细分,为 项目找准目标市场,为项目进行市场定位,运用 4Ps 营销组合策略从产品、价格、 渠道、促销四个方面构建项目的营销体系。最后,对项目管理进行了介绍,对整 个项目的投资回报和财务情况进行了分析和预测,说明尚德资本定增基金项目是 可行并值得投资的。本商业计划书是尚德资本定增基金项目运作的纲领性文件, 不但对尚德资本定增基金项目的创立和发展具有指导意义,而且对于私募行业其 它定增基金的运作和发展也具有一定的参考价值。 关键词:商业计划书;定增;私募基金;高净值人群MBA 学位报告 作者:盘杰 尚德资本定增基金项目商业计划书 II Abstract In spite of having suffered the 2015 stock market crash, the private placement market, as the uppermost financing channel of listed companies in China, has developed at top speed in the past two years. The amount raised in 2016 exceeded 1.5 trillion. It is expected that the market will maintain rapid growth in the next few years. Meanwhile, private wealth in China, especially assets of high-net-worth individuals, has grown rapidly in recent years. It is expected that the number of high-net-worth individuals will exceed 1.2 million, while the investable assets will exceed 50 trillion by the end of 2016. However, participants of private placement with the historical average rate of return reaching about 50% are mainly institutional investors. Most people among high-net-worth individuals do not have the opportunities to participate in it. The private placement fund project of Shangde Capital rises in response to the proper time and conditions. It aims to provide high-net-worth individuals with the most professional private placement products and services, so as to solve the contradiction between lack of investment channels and their wealth growth. This business introduces the business model and provides a project overview in the first place, on the basis of the background and significance of the private placement fund project of Shangde Capital. Secondarily it analyzes the microenvironment of the industry of the private placement fund project of Shangde Capital by using the PEST model; it comprehensively analyzes the industrial competitive situation by adopting the Michael Porter’s Five Forces Model; it analyzes advantages, disadvantages, opportunities of the fund project and threats to the project in details by applying the SWOT model; in terms of marketing, it segments the Industry market by utilizing the STP tool; it constructs a project marketing system in terms of product, price, channel and promotion by using the 4Ps marketing mix strategy to find the suitable target market of the project and for market orientation of the project. Finally, it describers the project management, Through analyzing and predicting the investment return and financial position of the private placement fund project of Shangde Capital, it shows that the project is feasible and worth the investment. The business plan is a framework document for operation of the project. It serves as a guide for establishment and development of the project, as well as a reference for operation and development of other private placement funds in the PE industry. Key words: Business plan; Private offering of additional shares; Private fund; High-net-worth individualsMBA 学位报告 作者:盘杰 尚德资本定增基金项目商业计划书 III 目录 中文摘要.......................................................................................................I Abstract........................................................................................................II 一、绪论......................................................................................................1 (一)研究的背景和意义.....................................................................................1 (二)文献综述.....................................................................................................5 (三)研究的内容和方法.....................................................................................7 二、尚德资本定增基金项目商业模式及项目概述.................................9 (一)项目的商业模式设计.................................................................................9 (二)项目的概况及市场格局...........................................................................10 (三)项目的组织架构设计及人力资源规划...................................................14 (四)本章小结.....................................................................................................17 三、尚德资本定增基金项目内外环境分析...........................................18 (一)宏观环境分析...........................................................................................18 (二)私募基金行业分析...................................................................................20 (三)项目的 SWOT 分析.....................................................................................23 (四)本章小结...................................................................................................27 四、尚德资本定增基金项目市场营销策略...........................................28 (一)STP 分析....................................................................................................28 (二)营销组合策略...........................................................................................32 (三)本章小结...................................................................................................36 五、尚德资本定增基金项目管理...........................................................37 (一)项目前期管理...........................................................................................37 (二)项目中期管理...........................................................................................42 (三)项目后期管理...........................................................................................50 (四)本章小结...................................................................................................51 六、尚德资本定增基金项目财务管理及风险控制...............................52 (一)财务评价的基本假设...............................................................................52 (二)财务评价...................................................................................................52 (三)效益评估...................................................................................................59MBA 学位报告 作者:盘杰 尚德资本定增基金项目商业计划书 IV (四)风险控制...................................................................................................60 (五)项目退出机制...........................................................................................62 (六)本章小结...................................................................................................63 七、结论....................................................................................................64