继制造业全球转移浪潮后，服务外包正在成为新一轮经济全球化发展的重要内容。 广州市要充分发挥省会城市的优势，优先发展高端服务业，加快建设先进制造业基地， 大力提高自主创新能力，率先建立现代产业体系。 本商业计划书首先论述了广州服务外包产业公共服务平台项目产生的背景和意义， 然后运用战略管理的理论从宏观环境和市场环境两个方面对项目的可行性进行分析，并 从中发现了巨大的市场需求，再运用 SWOT 模型分析了该平台所面临的外部的机会和 威胁以及内部优势和劣势，并以此制定了营销战略。接着，对该平台未来运营管理方面 进行了规划和设计，运用市场营销的理论来确定目标市场、市场细分以及进行市场定位， 并制定了推广策略。接下来运用财务管理的知识分析了项目的赢利模式和投资回报，分 析了项目实际运作过程中可能遇到的关键风险并提出相应的风险控制对策，最后得出结 论，供投资者决策参考。 本项目将为促进服务外包产业健康发展，为巩固和保持“中国服务，广州领先”做 出贡献。通过与该平台的互动，可助力企业快速提高经济效益并带来可观的社会效益。 因此，该平台是顺应时代发展、产业发展需要，符合市场经济发展的规律的好项目，其 良好的投资价值和无限的发展前景值得引起关注和重视。 关键词，服务外包；公共服务平台；产业服务II Abstract Following the manufacturing wave of the global shift, the service outsourcing is becoming an important part of a new round of economic globalization. Guangzhou city should give full play to the advantages of the capital cities, and give priority to the development of high-end services, accelerate the construction of an advanced manufacturing base, and greatly enhance the capability of independent innovation, the lead in establishing a modern industrial system. The business plan first discusses the background and significance of public service platform for service outsourcing industry generated by the project in Guangzhou, and then use the strategic management theory to analyze the feasibility of the project from the macro environment and market environment, two aspects, and find a huge market needs, and then use the SWOT analysis of the platform facing the external opportunities and threats and internal strengths and weaknesses, and developed a marketing strategy. Then, the platform operations management, planning and design, the use of marketing theory to determine the target market, market segmentation and market positioning, and to develop a promotion strategy. Next, the use of financial management knowledge to analyze the profitability of the project mode and return on investment. Finally, the risk management theory to analyze the risks that may be encountered in actual operation process of the project and proposed corresponding risk control countermeasures, the final conclusion for investor decision making. With total investment of 12 million yuan, the project aims to contribute to brand building of China Sourcing, Guangzhou Leading. Through interaction with the platform, it can help companies to quickly improve economic efficiency and bring considerable social benefits. Therefore, the platform is the development of the times, the needs of industrial development, in line with the laws governing the development of market economy, good investment value and unlimited prospects for the development worthy of concern and attention. Key words，service outsourcing；public service platform；industry servicesIII 目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单..................................................................................................................................VI 第一章 绪 论..........................................................................................................................1 1.1 背景与意义 ..................................................................................................................... 1 1.2 文献综述 ......................................................................................................................... 2 1.2.1 服务外包产业研究.................................................................................................. 2 1.2.2 公共服务平台研究.................................................................................................. 4 1.3 研究内容与方法 ............................................................................................................. 5 1.3.1 研究内容.................................................................................................................. 5 1.3.2 研究方法.................................................................................................................. 5 第二章 项目与承建运营单位..................................................................................................7 2.1 项目概况 ......................................................................................................................... 7 2.1.1 项目特色.................................................................................................................. 7 2.1.2 建设目标.................................................................................................................. 8 2.1.3 服务内容.................................................................................................................. 9 2.2 项目承建运营单位及服务能力 ................................................................................... 11 2.2.1 GZSOA 协会基本情况........................................................................................... 11 2.2.2 服务能力分析........................................................................................................ 11 2.3 本章小结 ....................................................................................................................... 12 第三章 市场分析与推广策略................................................................................................13 3.1 宏观环境分析 ............................................................................................................... 13 3.1.1 政治因素分析........................................................................................................ 13 3.1.2 经济因素分析........................................................................................................ 13 3.1.3 社会与文化要素分析............................................................................................ 14 3.1.4 技术因素分析........................................................................................................ 14 3.2 SWOT 分析.................................................................................................................... 14 3.2.1 优势分析................................................................................................................ 15IV 3.2.2 劣势分析................................................................................................................ 15 3.2.3 机会分析................................................................................................................ 16 3.2.4 威胁分析................................................................................................................ 17 3.2.5 SWOT 各因素组合分析......................................................................................... 17 3.3 目标市场分析 ............................................................................................................... 18 3.3.1 市场细分................................................................................................................ 19 3.3.2 目标市场................................................................................................................ 19 3.3.3 市场定位................................................................................................................ 19 3.4 推广策略 ....................................................................................................................... 20 3.4.1 高峰论坛推广策略................................................................................................ 20 3.4.2 联合政府推广策略................................................................................................ 20 3.4.3 分支机构推广策略................................................................................................ 20 3.5 本章小结 ....................................................................................................................... 20 第四章 项目运营设计............................................................................................................22 4.1 项目运营组织 ............................................................................................................... 22 4.1.1 组织结构................................................................................................................ 22 4.1.2 部门职能................................................................................................................ 23 4.1.3 项目团队................................................................................................................ 26 4.2 运营模式 ....................................................................................................................... 27 4.2.1 总部运营模式........................................................................................................ 27 4.2.2 专业服务子平台运营模式.................................................................................... 30 4.2.3 办事处联络处运营模式........................................................................................ 31 4.2.4 广州服务工作站运营模式.................................................................................... 32 4.3 盈利模式 ....................................................................................................................... 33 4.3.1 微利运营模式........................................................................................................ 34 4.3.2 盈利点分析............................................................................................................ 34 4.4 建设及运营实施步骤 ................................................................................................... 35 4.4.1 平台技术实施步骤................................................................................................ 35 4.4.2 平台运营实施步骤................................................................................................ 36 4.5 本章小结 ....................................................................................................................... 36V 第五章 财务预测及分析........................................................................................................38 5.1 融资计划 ....................................................................................................................... 38 5.2 财务分析 ....................................................................................................................... 38 5.2.1 项目收入与费用估算............................................................................................ 38 5.2.2 财务报表分析........................................................................................................ 41 5.2.3 投资回报分析........................................................................................................ 45 5.3 财务敏感性分析 ........................................................................................................... 47 5.4 本章小结 ....................................................................................................................... 49 第六章 项目风险控制............................................................................................................50 6.1 关键风险影响因素 ....................................................................................................... 50 6.1.1 技术能力因素........................................................................................................ 50 6.1.2 人才流失因素........................................................................................................ 51 6.1.3 政策突变因素........................................................................................................ 51 6.1.4 资金不按时到位因素............................................................................................ 51 6.1.5 云安全因素............................................................................................................ 51 6.2 防范对策 ....................................................................................................................... 52 6.2.1 针对技术能力因素的对策.................................................................................... 52 6.2.2 针对人才流失因素的对策.................................................................................... 52 6.2.3 针对政策突变因素的对策.................................................................................... 52 6.2.4 针对资金不按时到位的对策................................................................................ 53 6.2.5 针对云安全因素的对策........................................................................................ 53 6.3 本章小结 ....................................................................................................................... 53 结 论......................................................................................................................................54