海淘商业策划书(13页).doc

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1、-海淘商业策划书-第 12 页 环游创想huanyouchuangxiang 商业计划书 Business Plan目录 Contents1.执行纲要51.Summary5环境与契机5 Environment and opportunity5产品与服务7 Products and service7市场研究与分析7 Market research and analysis7公司及战略8 Company strategy8公司管理9 Company management9技术可行性分析10 Technical feasibility analysis10资金需求10 Capital demand1

2、02.环境与契机102.Environment and opportunity102.1 各种环境的基本情况102.1 Basic situation of various kinds of environment10 市场现状122.2 The market situation123.产品与服务143.Products and service14服务定位14 Service orientation143.2 产品1193.2 Products1194.市场研究与分析194. Market research and analysis19市场概述20 Market overview204.2目标

3、市场分析204.2 Target market analysis204.3市场定位254.3 Market localization254.4市场需求预测254.4 Market demand forecasting254.5市场营销策略274.5 Marketing strategy274.6具体执行方案304.6 Specific implementation305.竞争分析335.Competitive analysis335.1 SWOT分析335.1 SWOT analysis33竞争力量分析34 Competitive forces analysis345.3 分析总结395.3

4、Analysis summary396.公司及战略406.The company and the strategic406.1公司宗旨406.1Company tenet406.2公司经营理念406.2 Company Operate philosophy406.3公司目标406.3 Company target406.4 公司战略416.4 Company strategy417.公司管理437.The company management43核心管理层经理工作职责44 The core management manager job responsibilities44员工46 Employ

5、ees46服务流程图47 The service flow chart47价值链管理48 Value chain management488.技术可行性分析528.Technical feasibility analysis52主要技术52 Main technology52安全技术53 Security technology53技术维护与开发的人力资源54 Maintenance and development of human resources54总结54 Conclusion549.资金需求559.Capital demand559.1 目前资金需求量559.1 Current cap

6、ital demand559.2 其他资金需求559.2 Other capital needs559.3 资本金具体使用569.3 Specific use of the capital5610.财务分析5710.Financial analysis57财务基本假设58 Financial basic assumptions58财务报表（见附表）59 Financial statements (see attached table)59财务分析59 Financial analysis59总结65 Conclusion6511.风险资本的退出6711.The exit of venture

7、capital67资金退出计划67 Capital exit plan67总结68 Conclusion6812团队介绍6912Team introduce69附录一：70Appendix one：70商业计划书 Business Plan1. 执行纲要1.SummaryEnvironment and opportunity据中国电子商务研究中心监测数据显示，2012年中国海外代购市场交易规模达483亿元，较2011年同比增长82.3%，并呈明显上升趋势。（图一）According to the China electronic commerce research center monitor

8、ing data,In 2012, China has purchased 48.3 billion RMB oversea commodities, compare to 2011, it has grew 82.3%, and shows a obvious increasing trend.(figure 1) （图一）(figure 1) 近年来，由于中国综合实力和居民生活质量的提升，使得中高产阶级群体对生活品质的注重，优质海外商品的市场需求在不断攀升，国外消费品越来越受到国内市场的青睐。In recent years, due to Chinas improvement of com

9、prehensive national strength and residents getting rich , rich people are care more about their quality of life, the demand of high-quality oversea products are rising , oversea products are getting more and more popular by Chinese market.随着电子信息技术和经济全球化的深入发展， 电子商务在国际贸易中的地位和作用日益凸显，已经成为中国对外贸易的发展趋势。跨境电

10、商越来越受到政府部门的高度重视。发改委、商务部、海关总署、人民银行、质检总局、国家邮政局、国家标准委等部门积极围绕综合法律法规、信息监管、支付清算、通关、物流保税、电子认证、纠纷解决、经营者行为、示范试点等标准规范和配套管理制度层面，跨境电子商务法律政策环境不断完善。With the further development of electronic information technology and economic globalization, the position and function of e-commerce in international trade is growin

11、g, it has become a development trend of Chinas foreign trade.Chinese government pay high attention to Cross-border e-commerce .Development and reform commission, ministry of commerce, general administration of customs, the peoples bank of China, quality supervision, inspection and quarantine, the na

12、tional post office, the national standards committee and other departments formed a complete set of management system in comprehensive laws and regulations, regulatory information, payment and settlement, customs clearance, bonded logistics, electronic authentication, dispute resolution, the operato

13、r behavior, pilot demonstration and other standard specification, the policies of cross-border e-commerce are improving .今年跨境进口电商政策在跨境支付、通关和保税模式等方面对跨境电商呈现多重利好。 This year,Cross-border e-commerce has multiple positive policies in cross-border payment, customs clearance ,bonded pattern and other aspect

14、s .1.2 Products and service 在国家针对跨境电商的政策越来越开放的背景下，结合我们的团队在国外的货源优势以及电商运营的经验，以“顾客至上、便捷购物、品质保证”的原则为口号，最终搭建一个服务大众的跨境购物平台。主要商品为欧美的名牌时装及服饰，日韩的化妆品，澳新的奶粉，以及发达国家生产的名牌日用品等。 Under the background of national policies towards cross-border e-commerce, in combination with our teams abroad source advantage and cros

15、s-border e-commerce business experience, our slogan iscustomer first, convenient shopping and quality guarantee , to build a serving public cross-border e-commerce website.the Main products are from European and American brand-name fashion and clothing, Japan and South Koreas cosmetics, Australias m

16、ilk powder, and famous brand commodities in the developed countries.附录一：Appendix one： 利润表 单位：美元 Profits statement Currency:USD第一年First year第二年Second year第三年Third year第四年Fourth year第五年Fifth year一 主营业务收入：One:main business income2,665,406 6,860,953 13,351,711 22,085,852 33,736,392 减： 主营业务成本：Reduce:Main

17、 business cost1,243,856 3,247,847 5,752,835 9,618,118 14,829,565 主营业务税金及其附加Main business taxes48,866 122,164 232,112 375,045 560,857 二 主营业务利润Two;main business profits1,372,684 3,490,942 7,366,763 12,092,689 18,345,970 加： 其他业务收入Plus:other business income200,000 260,000 338,000 439,400 571,220 减：其它业务税

18、金及其附加Reduce:other business taxes6,600 8,580 11,154 14,500 18,850 减 ：营业费用Reduce:operation fee1,158,736 1,889,177 2,953,519 4,225,917 5,865,001 管理费用Management fee908,502 973,062 1,085,378 1,156,952 1,249,117 财务费用Financial fee40,950 40,950 40,950 40,950 40,950 三 营业利润Three operation profits(542,104)839,

19、172 3,613,761 7,093,769 11,743,272 四 税前利润Four pre-tax profits(542,104)839,172 3,613,761 7,093,769 11,743,272 减 ：所得税Reduce:income tax0 0 542,064 1,064,065 1,761,491 五 净利润Five net profits(542,104)839,172 3,071,697 6,029,704 9,981,781 现金流量表 单位：美元 Cash flow statement Currency:USD项 目Project第一年First year第

20、二年Second year第三年Third year第四年Fourth year第五年Fifth year一、 经营活动产生的现金流量:One:cash flow form business 销售商品、提供劳务收到的现金Cash from Sale goods,provide labor service2865406 7120953 13689711 22525252 34307612 现金流入小计Sub-total of cash inflow2865406 7120953 13689711 22525252 34307612 购买商品、接受劳务支付的现金 Cash from purchas

21、e goods,accept labor service870699 2646650 5001339 8458533 13266131 经营租赁所支付的现金Cash paying for Operating lease 78000 78000 78000 78000 78000 支付给职工的现金Cash paying for employee salary746423 899459 1097691 1339626 1636407 支付的所得税Paying income tax0 0 542064 1064065 1761491 支付其他税费Paying Other taxes55466 130

22、744 243266 389545 579707 支付其他与经营活动有关的现金Paying cash for other relative activities1012213 1654179 2592744 3704781 5139248 现金流出小计Sub-total of cash out flow2762801 5409031 9555105 15034551 22460985 经营活动产生的现金流量净额Net Cash flow from business102605 1711922 4134606 7490701 11846628 二、 投资活动产生的现金流量：Two:net cas

23、h flow from investment购建固定资产所支付的现金cash for purchase fixed assets958900 0 191780 0 0 购建无形资产所支付的现金cash paying for purchase intangible assets267000 0 26700 0 0 投资活动产生的现金流量净额Net cash flow from investment(1225900)0 (218480)0 0 三、 筹资活动产生的现金流量：Three: cash flow from Financing activities吸收权益性投资所收到的现金Cash fro

24、m absorb equity investment1500000 0 0 0 0 借款所收到的现金Cash from loan700000 0 0 0 0 现金流入小计Sub-total of cash flow2200000 0 0 0 0 偿还借款所支付的现金Cash paying for refund loan0 0 0 0 700000 分配股利所支付的现金Cash from allocate stock0 0 491472 964753 1597085 偿付利息所支付的现金Cash paying for refund interest40950 40950 40950 40950

25、40950 现金流出小计Sub-total of cash flow(40950)(40950)(532422)(1005703)(2338035)筹资活动产生的现金流量净额Net cash flow form financing activities2159050 (40950)(532422)(1005703)(2338035)四、 现金及现金等价物净增加额Four:cash and cash equivalent net increase amount1035755 1670972 3383705 6484999 9508593 资产负债表 单位: 美元 Balance sheet Cu

26、rrency:USD资产assets第一年First year第二年Second year第三年Third year第四年Fourth year 第五年Fifth year流动资产:Current assets 货币资金Monetary capital1,035,755 2,706,727 6,090,431 12,575,430 22,084,023 流动资产合计Total Current capital固定资产:Fixed assets958,900 958,900 1,150,680 1,150,680 1,150,680 减:累计折旧Reduce:Accumulated depreci

27、ation177,202 354,404 566,126 767,849 969,571 固定资产净值Net fixed assets781,698 604,496 584,554 382,831 181,109 无形资产Intangible assets267,000 267,000 293,700 293,700 293,700 减：累计摊销Reduce:Accumulated amortization53,400 106,800 165,540 224,280 283,020 无形资产净值Net intangible assets213,600 160,200 128,160 69,42

28、0 10,680 资产合计Total assets2,031,053 3,471,423 6,803,145 13,027,681 22,275,812 负债及权益Debt and equity第一年First year第二年Second year第三年Third year第四年Fourth year第五年Fifth year流动负债:Current debts应付帐款Account payable373,157 974,354 1,725,851 2,885,436 4,448,870 流动负债合计Total current debts373,157 974,354 1,725,851 2,

29、885,436 4,448,870 长期借款Long-tern loan700,000 700,000 700,000 700,000 0 负债合计Total debts1,073,157 1,674,354 2,425,851 3,585,436 4,448,870 所有者权益:Owners equity实收资本Paid-up capital1,500,000 1,500,000 1,500,000 1,500,000 1,500,000 盈余公积Earned surplus0 59,414 673,753 1,879,694 3,876,050 未分配利润Undistributed pro

30、fit-542,104 237,655 2,203,541 6,062,552 12,450,892 所有者权益合计Total owners equity957,896 1,797,069 4,377,294 9,442,246 17,826,942 负债及权益合计Total debts and equity2,031,053 3,471,423 6,803,145 13,027,681 22,275,812 成本费用表 单位：美元 Expenses statement Currency:USD第一年First year第二年Second year第三年Third year第四年Fourth

31、year第五年Fifth year2,633 3,949 5,923 7,700 10,010 一 主营业务收入：One main business income:2,665,406 6,860,953 13,351,711 22,085,852 33,736,392 核心会员会费收入Core member fee income789,750 1,974,375 3,751,313 6,061,331 9,064,356 核心会员消费Core member consumption1,579,500 3,948,750 7,502,625 12,122,663 18,128,711 普通会员会费

32、收入Ordinary member fee income98,719 246,797 468,914 757,666 1,133,044 普通会员消费Ordinary member income197,438 691,031 1,628,859 3,144,192 5,410,281 减： 主营业务成本：Reduce:main business cost1,243,856 3,247,847 5,752,835 9,618,118 14,829,565 其他成本Other cost1,066,163 2,783,869 5,478,891 9,160,113 14,123,395 支付品牌推广

33、费Brand promote fee177,694 463,978 0 0 0 支付物流费Logistic fee0 0 273,945 458,006 706,170 主营业务税金及其附加Main business taxes48,866 122,164 232,112 375,045 560,857 营业税 Operating tax44,423 111,059 211,011 340,950 509,870 城市维护建设费City maintain construction fee3,110 7,774 14,771 23,866 35,691 教育及附加Education and ot

34、her fee1,333 3,332 6,330 10,228 15,296 二 主营业务利润Two main business profits1,372,684 3,490,942 7,366,763 12,092,689 18,345,970 加： 其他业务收入Plus:other income200,000 260,000 338,000 439,400 571,220 广告收入advertising income200,000 260,000 338,000 439,400 571,220 减：其他业务税金及其附加Reduce:other business taxes6,600 8,5

35、80 11,154 14,500 18,850 减： 营业费用Reduce:operating cost1,158,736 1,889,177 2,953,519 4,225,917 5,865,001 广告费Advertising fee360,000 432,000 518,400 622,080 746,496 网络广告Internet advertising240,000 288,000 345,600 414,720 497,664 杂志广告Magazine advertising120,000 144,000 172,800 207,360 248,832 业务推广费Busines

36、s promote fee329,063 493,594 740,391 962,508 1,251,260 核心会员Core member263,250 394,875 592,313 770,006 1,001,008 普通会员Ordinary member65,813 98,719 148,078 192,502 250,252 会员维护费Member maintain fee263,250 658,125 1,250,438 2,020,444 3,021,452 核心会员Core member210,600 526,500 1,000,350 1,616,355 2,417,162

37、普通会员Ordinary member52,650 131,625 250,088 404,089 604,290 销售人员工资Sales salary206,423 305,459 444,291 620,886 845,793 基本工资Basic salary162,000 194,400 233,280 279,936 335,923 销售提成Sales commissions44,423 111,059 211,011 340,950 509,870 减 ： 管理费用：Reduce:management fee908,502 973,062 1,085,378 1,156,952 1,

38、249,117 管理人员工资Management employees salary540,000 594,000 653,400 718,740 790,614 培训费Training fee12,000 13,200 14,520 15,972 17,569 场所租赁费Rental fee78,000 78,000 78,000 78,000 78,000 无形资产摊销费 intangible assets Amortization53,400 53,400 58,740 58,740 58,740 开办费摊销initial expenses Amortization 23,360 23,3

39、60 23,360 23,360 23,360 其他无形资产摊销Other intangible assets Amortization30,040 30,040 35,380 35,380 35,380 域名注册费Domain registration fee300 300 300 300 300 虚拟主机托管费Virtual host trustee fee2,000 2,000 2,000 2,000 2,000 折旧depreciation177,202 177,202 211,722 201,722 201,722 硬件设备折旧Hardware device depreciation

40、167,202 167,202 201,722 201,722 201,722 其他固定资产折旧Other fixed assets depreciation10,000 10,000 10,000 0 0 办公费用Office expenses14,400 15,840 17,424 19,166 21,083 话费Telephone charge7,200 7,920 8,712 9,583 10,542 网络费用Internet fee24,000 31,200 40,560 52,728 68,546 减 ： 财务费用：Reduce:financial fee40,950 40,950

41、 40,950 40,950 40,950 八 营业利润Eight business profits(542,104)839,172 3,613,761 7,093,769 11,743,272 九 税前利润Nine:pre-tax profits(542,104)839,172 3,613,761 7,093,769 11,743,272 减 所得税Reduce income tax0 0 542,064 1,064,065 1,761,491 十 净利润Ten net profits(542,104)839,172 3,071,697 6,029,704 9,981,781 公司总部人员工资单位：元