I 摘要 近些年来，政府对支持中小企业和民营企业发展的呼声越来越大，特别是2018 年以来，金融监管部门不断发声要求金融机构大力支持中小企业和民营企业，相关 各金融机构积极采取行动，采取了一系列的措施来缓解中小企业融资困难。 本文是关于FC公司的针对中小企业融资服务的商业计划书。FC公司成立四 年以来，一直立志于解决中小微企业在经营过程中遇到的融资难融资贵问题，率先 提出“服贷投”融资服务理念服务于中小微企业。随着中国经济发展的腾飞，中小微 企业融资市场发生了较大的变化。顺应国家经济的发展和市场的变化，FC公司需 要对战略进行新的调整，通过融资顾问，科技金融服务平台和中小企业综合服务平 台三维一体的服务模式抢占中小企业的融资服务市场。本商业计划书通过对中小 企业融资的融资市场进行全面的分析，得出FC公司新战略向下的商业模式。通过 对市场的分析，预测出了FC公司未来的财务数据，为FC公司股东增加投资提供 数据层面的支撑。 本文主要就FC公司的外部、内部、市场、行业，FC公司现有的资源渠道进 行了整理及分析。首先进行宏观市场环境分析，对成都市乃至全国的中小微企业的 融资市场进行了市场数据调查，得出了融资市场的商业体量巨大的结论；其次本商 业计划书在FC公司的内部环境和外部环境的基础上，运用SWOT分析方法分别 从FC公司面临的机会、威胁、优势、劣势，从四个维度全面分析得出了FC公司 可以运用成长性发展战略（SO战略）抓住中小企业融资服务市场发展的机遇；同 时本商业计划书确定了FC公司的新业务模式及具体的实施细节，三方面金融服务 业务相辅相成，拓宽了中小企业融资服务市场范围；预测了FC公司营业收入、成 本开销、利润等财务指标。最后本商业计划书针对FC公司在经营的过程中的风险 给出了具体的防范措施。 通过对FC公司商业计划书的制作，第一是从对中小企业融资服务市场的分析， 为解决中小企业融资难融资贵的社会问题提供了一种解决方法。第二是从FC公司 商业计划书的撰写为FC公司扩大经营提供了发展的指导。最后为股东再次投资 FC公司提供价值分析。 关键词：成都FC公司，中小企业 ，融资，商业计划书，财务分析 ABSTRACT II ABSTRACT In recent years, the government ’s support towards the development of small and medium-sized enterprises and private enterprises is continuing strong. Especially since 2018, the financial supervision and regulation department constantly speak up for small and medium-sized enterprises and private enterprises that the financial institutions should take this as social responsibility to support our medium-sized enterprise. To respond to those urging calls, the relevant financial institutions act back by taking series of measures to ease the financing difficulties of small and medium-sized enterprises. This paper is about FC company for small and medium-sized enterprises financing services business plan. FC company has been launched for four years, determining to solve difficulty that the small and medium enterprises in the process of operation financing and the high financing cost, with FC’s innovative "service loan" service concept to serve small and medium enterprises. With the increasing development of China's economy, the financing market of small and medium-sized enterprises has undergone great changes. In line with the development of the national economy and changes in the market, FC company needs to make new adjustments to its strategy and seize market shares of the financing service in small and medium-sized enterprises through the three-dimensional service model of financing consultant, technology and financial service platform and integrated service platform of small and medium-sized enterprises. This business plan makes a comprehensive analysis of the financing market of small and medium-sized enterprises, obtaining the new business model of FC company with downward strategy through the analysis. Through the analysis of the market, the future financial data of FC company is predicted, which provides data support for FC company to introduce strategic investors. This paper first summarizes and analyzes the external, internal, market, industry and existing resource channels of FC company. Firstly, it analyzes the financing market of small, medium and micro enterprises in Chengdu and through the whole country. And coming up with the conclusion that the commercial volume of financing market is huge. ABSTRACT III Secondly, based on the internal and external environment of FC company, this business plan uses SWOT analysis to analyze FC company in dimension of opportunities, threats, advantages and disadvantages, and concludes that FC company can use the growth development strategy (SO strategy) to seize the development opportunities of the financing service market of small and medium-sized enterprises. At the same time, this business plan defines the new business model and specific implementation details of FC company, expanding the scope of financing service market in small and medium-sized enterprises through three complementary businesses, and forecasts the financial ratios of FC company, such as operating revenue, cost and expense, and profit. Finally, this business plan gives specific preventive measures against the risks of FC company in the process of operation. Through the preparation of FC company's business plan, firstly, is the analysis of the financing service market of small and medium-sized enterprises, which provides a solution to the social problem that financing is difficult and expensive for small and medium-sized enterprises. Secondly, the writing of FC company's business plan provides guidance for FC company to expand its operation. Finally, it provides value analysis for shareholders to reinvest in FC company. Keywords: Chengdu FC corperation,SME, financing, business plan, financial analysis, risk control 目录 IV 目录 摘要 ....... I ABSTRACT ........................ II 目录 .... IV 第一章 绪论 ........................1 1.1 研究背景与意义 ... 1 1.1.1 选题背景 ... 1 1.1.2 研究意义 ... 2 1.2文献综述 ................ 2 1.2.1 关于商业计划书 ...................... 2 1.2.2关于互联网金融 ....................... 3 1.2.3 关于投贷联动 .......................... 4 1.2.4 关于战略管理 .......................... 5 1.2.5 关于商业模式 .......................... 6 1.3研究思路、方法及论文框架 ............... 7 1.3.1 研究思路 ... 7 1.3.2 研究方法 ... 8 1.3.3 亮点与不足 .............................. 8 第二章 FC公司简介及 “服贷投”模式概况 ....9 2.1 FC公司基本情况 .. 9 2.1.1 公司简介 ... 9 2.1.2 公司组织结构 .......................... 9 2.1.3 公司管理层简介 ...................... 9 2.1.4 公司团队简介 ........................ 10 2.1.5 股权架构 . 10 2.2 FC公司的“服贷投”业务模式 ............ 10 第三章 FC公司内外部环境研究分析 ...........13 3.1 FC公司的企业外部环境分析 ........... 13 3.1.1 宏观环境分析 ........................ 13 3.1.2 市场和行业环境分析 ............ 16 3.1.3 竞争环境分析 ........................ 16 目录 V 3.2 企业的内部环境分析 ........................ 17 3.2.1产品 .......... 17 3.2.2团队 .......... 18 第四章 FC公司的发展战略选择 ...................19 4.1 SWOT模型分析 .. 19 4.1.1 机会 ......... 19 4.1.2 威胁 ......... 19 4.1.3优势 .......... 20 4.1.4 劣势 ......... 21 4.1.5 战略选择 . 21 4.2 FC公司战略总结 22 4.3 FC公司战略计划 ...................... 23 第五章 FC公司的商业模式及实施 ...............24 5.1 FC公司的商业模式 ........................... 24 5.1.1 FC公司商业模式概述 .................... 24 5.1.2 FC公司商业模式框架与维度 ........ 24 5.2 FC公司商业模式的实施 ................... 25 5.2.1中小企业的融资顾问 ............. 25 5.2.2 科技金融服务平台业务实施 30 5.2.3 园区，协会和政府的中小企业服务平台业务 ... 31 5.3 盈利模式 ............. 33 5.4竞争策略 .............. 34 第六章 FC公司的营销策略 ...........................35 6.1 融资顾问业务 ..... 35 6.1.1产品策略 .. 35 6.1.2定价策略 .. 36 6.1.3渠道策略 .. 40 6.1.4促销策略 .. 40 6.2 科技金融服务平台 ............................ 40 6.2.1产品策略 .. 40 6.2.2定价策略 .. 41 6.2.3渠道策略 .. 42 6.2.4促销策略 .. 42 目录 VI 6.3 中小企业综合服务平台 .................... 43 6.3.1产品策略 .. 43 6.3.2价格策略 .. 44 6.3.3渠道策略 .. 44 6.3.4促销策略 .. 44 第七章 运营管理 ..............46 7.1 FC公司运营 ........ 46 7.2组织架构 .............. 46 7.3人力资源管理 ...... 47 7.4项目管理 .............. 48 7.4.1融资顾问业务管理： ............