2013 年被称为互联网金融的元年。在这一年里，互联网思维如同一场当代的文 艺复兴，影响并改变着传统的金融业态和格局。银行、券商、基金、保险等传统金融 业机构开始积极谋变以巩固既有优势地位。而阿里巴巴、腾讯、百度、新浪、京东、 苏宁等互联网企业则开始在金融领域跑马圈地并试图构建自己的业务模式。这些金融 “新贵”成为了金融业的“搅局者”，打破了固有的金融格局。 除此之外，伴随着这波互联网金融的浪潮，金融领域也出现了不少“新兵”。本 商业计划书便是以 A 公司为例，主要从事业务为互联网金融一细分领域，网络借贷业 务，及由此衍生出的新型网络融资类业务。本计划书针对 A 公司的策划、产品、销 售、财务等多方面作出了细致规划，也通过迈克尔波特的五力竞争模型和 SWOT 模 型对 A 公司的竞争环境作了详细分析，为项目的成功运作提供的可靠方案和坚实的 理论基础。本计划书面对对象为初始合伙人。因项目自身特点，初始资金需求较少， 但对专业知识要求较高，通过本文分析，向合伙人介绍 A 公司投资及参与价值。 本计划书最大的特点是，在一定程度上弱化了目前市场上较流行的个人对个人的 融资模式，主要是由于在极端风险出现的情况下，个人财产较难处置,因而转向安全 级别较高，处置相对容易的传统资产管理公司的产品。相比较而言，虽然资产管理公 司产品整体打包费用与个人借贷有明显劣势，但我们认为互联网金融真正核心的是风 险控制，当市场出现较大动荡时，只有安全级别更高的公司才能生存的更长久。 在上述论证和分析的基础上，本计划书最后对 A 公司可行性进行总结，认为 A 公司具有投资创建价值。 关键词，互联网金融 市场分析 风控首都经济贸易大学硕士学位报告 《互联网金融公司 P2P 模式商业计划书》 III Abstract 2013 was called the Internet financial year. During the year, the Internet as a modern Renaissance thinking, influence and change the traditional financial format and structure. Banks, brokers, funds, insurance and other traditional financial institutions have begun to actively seek change in order to consolidate the existing dominant position. Alibaba, Tencent, Baidu, Sina, Jingdong, Suning and other Internet companies has begun staking their claims and try to build their own business models in the financial sector. These financial upstart has become the financial industry, spoiler to break the inherent financial structure. In addition, along with the wave of this wave of Internet banking and financial sector, there have been a lot of recruits. The business plan is to A company, for example, is mainly engaged in the business segments for the Internet financial one: network lending, and thus derived from a new class of network financing business. The plan for the A company planning, product, sales, finance and other aspects to make a detailed plan, but also the company's competitive environment A detailed analysis by Michael Porter's five forces model and SWOT model to compete for the project's success Reliable operation of the program and provide a solid theoretical foundation. The program was written to target the initial partners. Due to the project with its own characteristics, less initial capital requirements, but require a higher expertise, through this paper, to introduce A partner investment and participation. The greatest feature of this plan is: to some extent, weakened the market more popular financing model person to person, mainly due to the extreme in the case of emerging risks, is more difficult to dispose of personal property. Thus turning a higher security level, relatively easy to dispose of the company's traditional asset management products. In comparison, though asset management company's products as a whole package costs associated with personal loans have a distinct disadvantage, but we think the Internet is the real core of the financial risk control, when a larger market turmoil, only a higher level of security companies can survive long. Based on the above reasoning and analysis, this Plan A company last feasibility conclusion that A company has invested to create value. Keywords: Internet financial market; analysis; risk control首都经济贸易大学硕士学位报告 《互联网金融公司 P2P 模式商业计划书》 IV 目录 1 绪论........................................................................................................................ 9 1.1 背景和意义 ..................................................................................................... 9 1.2 国内外 P2P 公司发展现状............................................................................. 2 1.2.1 国外 P2P 公司发展现状.................................................................... 2 1.2.2 国内 P2P 公司发展现状.................................................................... 3 1.3 国内外 P2P 研究述评..................................................................................... 4 1.3.1 国外社会信用体系相对健全 ............................................................ 4 1.3.2 国外 P2P 监管机制较为健全........................................................... 4 1.3.3 国外平台资金收益率较高 ................................................................ 4 1.3.4 国外平台风险保障措施相对完善 .................................................... 4 1.4 主要内容及研究方法 ..................................................................................... 5 1.5 本计划书创新之处 ......................................................................................... 5 1.6 本章小结 ......................................................................................................... 5 2 公司概况、项目概况及公司发展方案................................................................ 5 2.1 公司概况 ......................................................................................................... 5 2.2 项目概况及现状 ............................................................................................. 5 2.3 公司开发动因及方案 ..................................................................................... 6 2.3.1 公司开发动因 .................................................................................... 6 2.3.2 公司开发方案 .................................................................................... 6 2.4 A 公司特色模式 ............................................................................................. 7 2.5 本章小结 ......................................................................................................... 8 3 市场分析和竞争性分析........................................................................................ 8 3.1 市场环境分析 ................................................................................................. 8 3.1.1 政策开放 ............................................................................................ 8 3.1.2 信用和安全 ........................................................................................ 9 3.2 市场竞争性分析 ........................................................................................... 10 3.2.1 竞争对手分析 .................................................................................. 11 3.2.2 替代品的威胁 .................................................................................. 13 3.2.3 潜在进入者的威胁 .......................................................................... 13 首都经济贸易大学硕士学位报告 《互联网金融公司 P2P 模式商业计划书》 V 3.2.4 产品供应商议价能力 ...................................................................... 14 3.2.5 客户议价能力 .................................................................................. 15 3.3 项目 SWOT 分析.......................................................................................... 15 3.3.1 优势 .................................................................................................. 15 3.3.2 缺点 .................................................................................................. 16 3.3.3 机会 .................................................................................................. 16 3.3.4 威胁 .................................................................................................. 16 3.4 本章小结 ....................................................................................................... 17 4 目标市场分析及项目市场定位.......................................................................... 17 4.1 形象、档次定位 ........................................................................................... 17 4.2 品牌塑造 ....................................................................................................... 18 4.3 产品定位依据 ............................................................................................... 18 4.4 目标市场分析 ............................................................................................... 19 4.5 项目产品定位 ............................................................................................... 19 4.5.1 低端个人贷款 .................................................................................. 19 4.5.2 高端理财产品 .................................................................................. 20 4.6 本章小结 ....................................................................................................... 20 5 项目营销推广策略.............................................................................................. 20 5.1 入市时机选择 ............................................................................................... 20 5.2 项目推广策略规划 ....................................................................................... 20 5.2.1 项目推广主题概念 .......................................................................... 21 5.2.2 项目推广目标 .................................................................................. 21 5.2.3 项目卖点分析 .................................................................................. 21 5.3 营销组合 ....................................................................................................... 21 5.3.1 推广营销阶段 .................................................................................. 21 5.3.2 促销策略 .......................................................................................... 22 5.3.3 广告推广 .......................................................................................... 22 5.3.4 价格策略 .......................................................................................... 23 5.3.5 组建强有力的营销团队 .................................................................. 23 5.4 本章小结 ....................................................................................................... 24 6 系统业务.............................................................................................................. 24 6.1 业务需求分析 ............................................................................................... 24 6.2 系统设计文档 ............................................................................................... 24 首都经济贸易大学硕士学位报告 《互联网金融公司 P2P 模式商业计划书》 VI 6.2.1 功能设计 .......................................................................................... 25 6.2.2 系统设计 .......................................................................................... 25 6.2.3 网络设计 .......................................................................................... 26 6.3 平台建设目标 ............................................................................................... 27 6.3.1 技术指标 .......................................................................................... 27 7 公司组织及业务流程.......................................................................................... 28 7.1 组织结构 ....................................................................................................... 28 7.2 人员配备 ....................................................................................................... 29 7.2.1 总经理 .............................................................................................. 29 7.2.2 董事 .................................................................................................. 29 7.2.3 客户服务 .......................................................................................... 30 7.2.4 技术部 .............................................................................................. 30 7.2.5 业务部 .............................................................................................. 31 7.2.6 风险控制 .......................................................................................... 31 7.2.7 财务部 .............................................................................................. 31 7.3 业务流程 ....................................................................................................... 32 7.3.1 网扎逻辑图 ...................................................................................... 32 7.3.2 业务操作流程 .................................................................................. 32 8 项目财务分析...................................................................................................... 37 8.1 销售计划及销售收入预测 ........................................................................... 37 8.2 项目总开发成本费用与利润估算 ............................................................... 38 8.3 投资计划与资金筹措 ................................................................................... 38 8.4 本章小结 ....................................................................................................... 38 9 风险分析与对策.................................................................................................. 39 9.1 风险类别 ....................................................................................................... 39 9.1.1 政策风险 .......................................................................................... 40 9.1.2 市场风险 .......................................................................................... 40 9.2 风险管控 ............................................................................... …... 40 10 结 论.................................................................................................................. 40 11