《商业计划-可行性报告》市中经石油化工有限公司商业计划书8.doc

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1、一、概要.本商业计划书的目的在美国证券市场直接融资快速复制现有独特的商业模式，使公司成为全球独具特色的快速成长企业。.公司介绍广州市中经石油化工有限公司（China Merchants Petroleum & Chemicals Co., Ltd.，CMPC）成立于一九九七年二月，隶属原国家经贸委中经实业开发公司，1999年完成脱钩改制。公司注册资本人民币5060万元，注册地址: 广州市黄埔区中山大道塘口路段279号，营业执照注册号:4401012014672，企业类型为有限责任公司。中经石化总部设于广州市，并在深圳、珠海和东莞分别注册成立了分公司。公司在政府、专家和广大客户的支持和关心下，业

2、已在电子商务、供应链管理服务、油品供应以及技术引进和开发等领域的拓展卓有成效。公司的商业品牌是“中经石化”，注册商标为“汇通咭”（China express card,商标证号1988069）。公司创立的汇通加油卡运营平台经国家版权局评审，取得了国家知识产权登记认证（登记号：2004SR12833）。公司质量管理通过了ISO9001:2000的认证（认证号：00706Q10143ROM）。公司被评为广东省信用示范单位。公司网址：.公司业务中经公司（CMPC）的主营业务是“汇通加油卡多功能运营平台”综合服务，营运范围包括为加油站提供客户资源和客户管理；为车辆供油、垫付加油资金及信息管理、结算服务

3、；为银行提供拥有车辆的优质客户和银行卡的增值服务；为中国银联（China Unionpay,a national organiztion,is similar to Visa or Master）创建具有行业特色的银行卡POS机专用平台。该平台服务市场以珠三角为主体，现已辐射广东省全境。该平台建立了有协议的特约加油站1000多家，已成功发行“银行-中经”联名银行卡（China express card）的合作银行共5家，持卡终端客户车辆15万台。这种多功能资源整合平台的运营模式类似中国的携程(Ctrip)和e龙(elong)，但其行业跨度和资源整合的深度更加优于携程和e龙。中经公司（CMPC）

4、的主营业务还有为到港的海上船舶供油(bunker supplier)，服务区域包括中国沿海各港口。中经公司（CMPC）的年销售收入超过10亿元人民币。.行业与市场概览在经济快速发展的推动下，目前，中国的物流市场需求和现代物流业均已进入快速增长的时代。全社会物流总额预计达到38万亿元，年增幅在30左右。但是，为现代物流产业提供配套的基础设施建设、物流技术与装备、网络与信息、物流资金与管理体现的是行业分割和开发滞后，各行业均致力于建立一套更成熟的ERP（企业资源规划）系统，但缺乏对不同行业供应链管理的集成、整合和再利用。中国政府遵照WTO的承诺，已于2006年12月全面放开石油产品市场，一些国外石

5、油公司正在中国加紧建设物流基础设施，建立油品分销网络，与国内现有供销商形成了多局的局面，车辆加油行业的竞争将由价格向服务转变。整合金融行业、信息行业将是加油站争夺终端车辆客户的关键。车辆加油是运输物流行业供应链管理的重要内容，该供应链管理迫切需要通过集成加油供应链，实现车辆的动态控制和资金成本控制。与其它国家一样，目前中国市场的油品供应商仅能提供单一品牌的IC加油卡，缺乏涵盖其它供油商的网络服务、信息服务和银行金融服务。各家银行争发银行卡，但是由于中国银联POS的用卡环境和地区消费水平的原因，使各家银行均出现“卡多、钱少”，交易量低，银行卡管理成本高。“有车一族”是银行卡追寻的高端客户。依托车

6、辆加油供应链平台，推进银行卡消费链是银行卡资金供应链的最佳集成。中国银联银行卡POS系统由于其公用性和安全性的要求，限制了用卡环境的深度发挥，损失了网络信息优势的再利用。通过对加油站银联POS系统软件的专用开发，进行数据挖掘，为加油站、运输物流车辆、银行提供专用供应链信息是中国银联改善POS平台的重要突破。中经公司是中国市场唯一一家在加油站、车辆、银行、银联中集成异业供应链服务的成功企业，在全球市场也属领先的运营模式。.公司核心竞争力.首创集成不同行业供应链服务，形成“汇通加油卡多功能运营平台”，该平台获得国家知识产权登记（登记号：2005SR01889），取得法律保护，避免被简单模仿，不易出

7、现竞争对手。.构筑超垄断供应网络，通过优选组建包括中石化(China Petroleum & Chemical Corporation, SINOPEC)、中石油(PetroChina Company Limited，PetroChina)两大集团所属加油站的供油网络，把不同品牌的油品资源供应商整合为同一品牌“中经石化汇通卡”（China express card）。在同一区域，使任何大型集团资源供应商的油站群也仅是汇通卡油站网络的一部分。规避了大型集团的单一竞争。.首创“油品超市”。发挥客户群的优势，以委托物流的形式实现集团采购，有效打压资源供应商的价格，在适当优惠下游客户后，中经公司又以较

8、高的利润水平形成了企业在市场中的核心竞争力。.主要优势.资源优势（1）银联资源优势：中国银联政策规定“一台一机”，即一商户收银台只能设置一部适用各家银行卡刷卡结算的POS机。汇通卡（China express card）特约加油站安装的银联POS机权属中经公司，并直接联接中经公司的银行账户。加油站业经设定中经公司POS机，则其他企业包括加油站所有人均不得重复设置。（2）银行资源优势：在中国，企业与银行联合发行银行卡必须经过政府银监部门严厉的审核、监管，中经公司已取得包括交通银行、深圳发展银行、中国民生银行、广东发展银行和广东农村信用联社共家银行的成功合作，还有招商银行、中国农业银行等共6家的合

9、作文件已签署，即将陆续发行。在中经公司的加油卡业务中，众多的银行合作资源优势体现在整合客户和对客户服务的优势，尤其根据各家银行不同信贷政策和业务特点，由中经公司安排调度满足客户加油款项融资的不同需求，这是任何加油站或油品资源供应商所无法实现的。银行资源优势是中经公司高速发展的源动力。.品牌优势经过精密设计、精心维护，中经公司的“汇通”加油卡（China express card）品牌已取得了强劲的市场效应，汇通卡Logo深入人心。在金融行业，银行以是否与中经公司发行联名加油卡来衡量其银行卡是否取得高端消费客户；在汽车加油行业，加油站以是否已成为中经公司特约供应商户来衡量其油站是否取得优质客户；

10、在车辆客户中，汽车加油以是否使用中经公司汇通加油卡来衡量车主是否已取得中经公司与银行的双重认可。品牌优势使中经公司获得了强大的发展后劲。.3扩张优势商业模式自我可复制性强、易于快速扩张，目前这种模式还只在珠三角地区运行，华南其它地区、长三角、中原、华北及环渤海湾物流集散地均未涉及，这就留下了巨大的发展空间。.4相对垄断优势相对垄断是中经公司（CMPC）进行产品商业模式设计中的核心目标，一方面，这种商业模式的复制具有排它性。因为成品油终端市场仅允许设置一台POS机，加上商业模式多行业整合的复杂性以及知识产权受到保护，使竞争对手既不能复制，也很难简单模仿。另一方面，客户只要接受了“汇通卡”（Chi

11、na express card），其消费行为事实上就被锁定在汇通卡供应链网络之内，各种结构的服务链使客户不得不放弃其他的再选择的机会，与携程(Ctrip)和e龙(elong)的商业模式比较，这种模式更具相对垄断优势。1. 财务预测单位：万元2007年2008年2009年2010年2011年2012年2013年销售收入180000270000350000420000500000550000610000销售成本110000160000210000250000300000330000370000经营费用30000400005000058000700007500085000管理费用3000050000

12、6000070000750008500090500财务费用1500500070007000700070007000利润总额8500150002300035000480005300058000二、商业模式介绍.产品及服务介绍中经公司的主营产品是汇通加油卡，产品的设计集石油供应、金融服务、网络技术、物流管理四大领域于一体，囊括成品油终端市场的物流、资金流和信息流的完整供应链管理服务。 汇通加油卡（China express card），是一种印有中经公司LOGO标记与银行联名发行的银行卡，简称“汇通卡”。这种专用的银行卡有两个账户，一是普通银行账户，可用于普通的存取款和消费，与一般的银行卡并无区别

13、；另一个是专用账户，可通过银行系统锁定在一台或若干台POS机上消费，不能支取现金或在系统锁定之外的POS机消费。两个账户之间经授权可转帐充值，又可独立运用。中经公司正是利用这种专用联名卡的特殊功能，使客户在持卡加油时，对加油站该卡就是中经公司出具的油品“提货单”，对客户该卡则是向中经公司购油刷卡结算。中经公司对持卡客户提供包括融资、结算、监管、报账、充值等增值服务。.营运模式（1）设计供应链网络。把单个的、分散的加油站以特约商户的形式，通过银联的POS机网络连接起来，从而形成中经公司的供应链网络。即：向上游客户中石化(SINOPEC)、中石油(PETROLCHINA)批量购油，公司客户（车辆）

14、凭公司的加油卡（相当于提单）到各油站，通过专用POS机刷卡加油（提货）。各油站每天依据专用POS机报表汇数总抵减中经公司的库存量；中经公司每月凭POS机汇总报表向各用油单位结算货款。这样，商品从加油站流向客户，卡内预付资金从专用POS机流向公司账户，油款按月结算，完成了商品流和资金流的双向循环。从而形成从公司采购到客户付款提货的完整供应链以及相关数据信息的采集。（2）设计服务链。针对成品油消费诸多环节中衍生出来的服务需求，向客户提供以下服务：【融资服务】A、 银行直接向客户信贷，需要限制加油支付的由中经公司管理平台配合银行监控。B、 中经公司授信（赊账），中经公司在加油卡内预存一定数额的资金，

15、客户持卡加油，先用油后付款，每月结算一次，当卡内资金低于某临界值时，中经公司的管理平台控制系统会自动提示充值，公司依据提示清单将收单账户资金转往卡内充值，如此循环。【监控服务】A、 消费过程的全程监控管理。中经公司“汇通加油卡营运平台”系统自动记录用油单位消费时间、地点、油品、数量、单价、金额、车牌号等信息，经过车型分析、历史分析等处理后，如有异常，管理平台将提示异常消费，并输送给油站、银行跟踪处理。实时或事后监控查询。B、 车辆运行过程的全程监控管理。中经公司与中国联通合作，为部分高端集团客户营运车辆免费安装GPS全球定位系统，确保用油单位管理层对车辆运行过程的实时或事后监控管理。【结算服务

16、】公司对集团客户实行“一集中、四统一”的结算服务，即：中经公司与集团客户集中月结、一票清算；统一代替司机打印发票，统一结算，统一报表，统一充值。司机只需“加油刷卡”，即可一走了之。把填单、开票、付款、报账、充值这类繁琐的工作统统交给中经公司去集中处理。既解决了司机“加油繁、报账难”的问题，又避免了众多司机分散报账给客户财务部门带来的工作压力和管理漏洞，减轻了财务部门的工作负担又利于管理，司机和用油单位省事又省心。（3）开发相应的后台技术支持系统“汇通卡供应链网络集成平台”。这种系统设计能满足与银联POS机网络数据对接并自动完成供应链数据采集与分类。（4）产品设计与市场推广。与银行联合设计一种销

17、售载体“汇通卡”，并确保这种产品能满足但又不限于以上供应链和服务链的所有功能需求。.盈利模式（1）直接利润：来源于供应链管理的批零价差，体现为公司的账面利润或现金收益；（2）间接利润：来源于为客户提供的差异化服务，包括融资回报和降低客户交易成本、实现客户价值增值后的利润分配。体现为对客户的凝聚力和号召力，最终通过供应链平台实现价值转换。I. General 1.1. The purpose of the business planDirect financing at the American securities businessReproducing the current unique

18、business mode, and making the company a global fast-growing enterprise. 1.2. Company Introduction China Merchants Petroleum & Chemicals Co. Ltd., CMPC was founded in February, 1997, subjected to the China Merchants industry development company of the former Committee of Economics and Trade. In 1999

19、the restructure was completed. The registry capital is 50.06 million Yuan. Registry address: 279 Tangkou Section Zhongshan Road Huangpu District Guangzhou City. License number is 4401012014672. Type of enterprise: Limited Corporation. The headquarter of the China Merchants is located at Guangzhou ci

20、ty, and branches were established in Shenzhen, Zhuhai and Dongguan. With the support and concern of government, experts and all the customers, the company has made great achievement in the fields of Electric Business, supply-chain management service, oil product supply, and technology introducing an

21、d developing. Brand name is “China Merchants Petroleum & Chemicals Co., Ltd.，CMPC”, registered trade mark is China Express Card, trademark license number is 1988069. The China Express Card operation platform invented by the company was appraised by the State Copyright Bureau, and received the state

22、property right register authentication (the registered number is 2004SR12833). The quality management system has passed the authentication of ISO 9001:2000 (the authentication number is 00706Q10143ROM). The company is appraised as the model credit standing company in Guangdong Province. The website

23、of the company is .1.3. The business scope of China Merchants Petroleum and Chemicals Co. Lit (CMPC) includes the comprehensive services of “China Express Card multifunctional operation platform”, the operation scope includes providing customer information and customer management for gas stations; p

24、roviding petroleum for vehicles; providing on-credit payment for gas-filling, information management and account settling services; providing bank account recharging service for the credible customers with automobile; establishing the customized platform for POS of China Unionpay (a national organiz

25、ation, which is similar to Visa or Master) bank card. This platform serves the market surrounded Zhu River Delta, which is radiating to Guangdong Province today. This platform established over 1000 contracted gas stations, and there are five cooperating banks which issued China Express Card of “Bank

26、-China Merchants” successfully. There are 150,000 vehicles with China Express Card. Such operating mode with multifunctional integrated information platform is similar to Ctrip and elong, but its trade span and integrating depth is better than Ctrip and elong. The business scope of China Merchants P

27、etroleum and Chemicals Co. Lit (CMPC) also includes providing bunker supplier for the shipping arrived at ports, the service area includes all the ports along the China sea. The annual revenue of China Merchants Petroleum and Chemicals Co. Lit (CMPC) is more than 1 billion RMB. 1.4. Review of Trade

28、and MarketWith the rapid development of economy, today, the demand in logistic market of China and modern logistic filed are entering a fast growing age. The total amount of logistic operation reaches 3800 billion RMB, with annual growth of 30%. However, the corresponding facilities, logistic techni

29、que and equipment, network and information, logistic capital and management serving for logistic lag behind the development, and all the trades are segmented. All the trades are devoted to establishing a maturer ERP (Enterprise Resource Planning), but they lack the integrating, conforming and reutil

30、izing of the supply chain of all trades.Conforming to the promise of WTO, Chinese government has developed oil product market in December, 2006 in full scale. Some foreign oil companies are accelerating in the establishing logistic infrastructure, oil product selling network in China. Thus the domes

31、tic and overseas suppliers are appearing in Chinese market, and service becomes a critical factor in the gas-filling trade competition instead of price. Integrating financial and information trade is important in competing for more terminal automobile customers. Gas-filling for vehicles is a very im

32、portant content in transporting logistic supply chain management. The supply chain is crying for dynamic automobile control and cost control through integration gas-filling supply chain. Like other countries, nowadays, the oil product suppliers in Chinese market can only provide IC gas-filling card

33、for one brand oil, lacking network, information and bank financial services for other oil providers. All the banks are competed to issue bank cards, but due to the low consuming capacity of Unionpay POS card using area, the phenomenon of “excessive cards, insufficient money” appeared. The trade amou

34、nt is low, while the bank card managing cost is high. “Car owners” are the ideal customers pursuing by the banks. The best integrating plan is promoting the bank car consuming chain relying on the gas-filling supply chain platform. Due to the requirement on utility and security of Unionpay POS card,

35、 the card-using environment is limited, and is losing the re-use of network information advantage. The crucial breakthrough of Unionpay POS platform is digging data, providing special supply chain information for the gas stations, transporting logistic vehicles and banks through the Unionpay POS sys

36、tem software development. China Merchants Petroleum and Chemicals Co. Lit (CMPC) is the sole enterprise which provides supply chain in different trades like gas stations, vehicles, banks and Unionpay. This is an advanced operating mode even in the global market. 1.5. the Core Competition of the Comp

37、any Providing supply chain of different trades, “China Express Card multifunctional operation platform” received the state property right register authentication (the registered number is 2005SR01889) and is protected by the law. Thus avoid easy imitation and competitors. Establishing the monopolize

38、d supply chain network, selecting and reorganizing the gas stations subjected to China Petroleum & Chemical Corporation, SINOPEC, and PetroChina Company Limited，PetroChina, integrating oil products of different brands into a single brand - China Express Card. Make the gas station groups of any oil s

39、upplying oligarch part of the China Express Card network, thus avoid the unitary competition of the oligarch. Invent “oil products supermarket”. Take full advantage of the customer network, realize group purchase through logistic, thus reduce the suppliers price effectively. Providing the favored pr

40、ices to the terminal users, China Merchants Petroleum and Chemicals Co. Lit (CMPC) founds its core competition by higher profit margin. 1.6. The Main AdvantagesInformation advantages(1) Unionpay information advantages: China Unionpay stipulates that “One cash register, One POS”, i.e. a commercial ca

41、sh register can only connect with one POS for account settling. The contracted Unionpay POS for China Express Card is subjected to China Merchants Petroleum and Chemicals Co. Lit (CMPC), and connects directly with the bank account of China Merchants Petroleum and Chemicals Co. Lit (CMPC). Once the P

42、OS of China Merchants Petroleum and Chemicals Co. Lit (CMPC) is equipped for one gas station, other enterprises including all the staff of the gas station has no right to reset. (2) Bank resource advantages: in China, the cooperative issue of bank cards by enterprises and banks must be strictly audi

43、ted and supervised by government bank supervision department. China Merchants Petroleum and Chemicals Co. Lit (CMPC) has cooperated successfully with five banks: Transport Bank, Shenzhen Development Bank, China Minsheng Bank, Guangdong Development Bank and Guangdong Agriculture Credit Society. The c

44、ooperation contracts with six more banks such as Commercial Bank, China Agriculture Bank. etc. are issuing respectively. In the gas-filling business of China Merchants Petroleum and Chemicals Co. Lit (CMPC), the advantages of integrating the customers and customer service embody the advantages of co

45、operating with banks. Especially China Merchants Petroleum and Chemicals Co. Lit (CMPC) can meet different financing requirement of customers based on different credit policies and business features of different banks, which can not be realized by any gas station or oil product supplier. Bank resour

46、ce advantages are the motive for rapid growth of China Merchants Petroleum and Chemicals Co. Lit (CMPC). Brand AdvantagesWith deliberate design and maintenance, China Express Card of China Merchants Petroleum and Chemicals Co. Lit (CMPC) has gain visible market effect. The logo of China Express Card

47、 goes deeply in peoples minds. In financial field, banks take issuing China Express Card as the standard of gaining high-level clients; in the field of gas-filling, gas stations take being contracted suppliers as the standard of gaining high grade customers; among the automobile customers, they take

48、 using China Express Card as the standard of being accredited by both China Merchants Petroleum and Chemicals Co. Lit (CMPC) and banks. The brand advantages provide great driving force for China Merchants Petroleum and Chemicals Co. Lit (CMPC). Expansion AdvantagesThe business mode can be easily self reproduced, and facilitates rapid expansion. Today, this mode is only operated in Zhu River Delta, other places such as South China