东方户外装备有限公司商业计划书
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摘要
东方户外装备有限公司(下文中简称“东方户外”)是近两年刚刚成立并依托互联网平台高速成长发展的微型企业,由苏州籍女士张研留学归国后一手创办打造。目前,户外用品外贸委托加工是公司最主要的业务,对企业的生存发展起到至关重要的作用。但是,由于外贸加工订单受国外宏观经济影响的波动较大,消费市场具有很大的不确定性和不稳定性。而且,这种因贴牌加工本身造成的惰性弊端,极大地阻碍了代工企业创建自主品牌的积极性和自信心,也严重地削弱了该公司的市场竞争力。再者,由于海外提供大额订单的外商批发公司对中国客户的生产规模、公司环境、生产设备、员工管理等生产要素要求较高,东方户外作为一家新兴户外产品生产商,目前只能承接低于人民币500万以下的小额订单,并委托江浙一代相关企业代工生产,公司在代工生产期间派出跟单员进行质量监督和控制生产进度。囿于资金限制,研发经费掣肘,自主市场拓展乏力,抢占国内市场份额后劲严重不足。鉴于此,公司管理层经过再三商议,下决心筹措资金建设必要的车间厂房、购置专项生产和检测设备、设立办公楼、物流中心以及员工宿舍,将企业引向正规化、标准化和专业化。总之,企业目前迫切需要在资本市场融得发展资金,在做大做强、做出品牌的同时,大力拓展方兴未艾、潜力巨大的国内市场,从而逐步摆脱为他人做嫁衣裳的不利局面。
本文通过对国内外战略及营销理论、风险投资理论、公司财务管理等理论知识的学习和研究,同时结合东方户外的实际情况,就公司目前存在的发展瓶颈、市场拓展、融资渠道、融资风险等资本市场关心的专项问题进行了以下几方面的研究：
1、运用PEST分析理论、波特五力模型分析方法对东方户外目前面临的宏观环境、产业环境、用户需求等要素进行深度分析总结,同时对户外产品市场的竞争态势进行梳理,为企业今后制定合理的营销策略奠定基础。
2、运用SWOT分析办法对东方户外现有资源能力上的优势和劣势、面临的现实挑战进行归纳总结,从而进一步明确当前企业市场拓展存在的关键因素环节。
3、结合本企业的实际情况,运用投资创业理论,对公司的价值发现、价值创造、品牌创建、现实机遇等进行综合阐述,从而确立公司融资的必要性和紧迫性。
4、运用风险投资基本理论和财务管理原则及方法,对公司融资的盈亏平衡指标、敏感性因素、风险系数等要素进行分析,从而对本项目的投资风险做一个基本定性和定量评估。
Oriental Outdoor Equipment Co., Ltd (hereinafter referred to as the "Oriental Outdoor") has just been established in the past two years, relying on the Internet platform for high-speed growth and development of micro-enterprises, founded by Miss Zhang Yan who come from SuZhou city and returned from abroad. Currently, outdoor foreign trade commission processing is the main business of the company, will play a crucial role in the survival and development of enterprises.However, due to foreign trade processing orders by fluctuations in foreign economic impact, the market has a lot of uncertainty and instability. And the inert drawbacks, This kind of OEM(Original Equipment Manufacturer) caused greatly hindered the foundry business to create its own brand of enthusiasm and self-confidence, and also seriously weakened the OEM enterprise market competitiveness.Furthermore, the wholesale foreign companies due to large orders overseas production elements of the production scale of Chinese customers, the environment, production equipment, and staff management.Oriental outdoors as an emerging outdoor products manufacturer, currently only undertake lower than small orders of less than5million RMB, and related businesses foundry commissioned the generation of Jiangsu and Zhejiang province, the company sent Merchandiser Quality Supervision and control during foundry production schedule. Serious shortage due to funding constraints, R&D funding constraints, independent marketing fatigue, to seize the domestic market share of stamina.Therefore, the company's management after repeated deliberations, determined to raise funds to build the necessary plant workshop, the purchase of special production and testing equipment, the establishment of the office buildings, logistics centers, as well as staff quarters, will lead the enterprise regularization, standardization and specialization.In view of this, an urgent need to finance bigger, make the brand, expand the domestic market, so as to gradually get rid of the unfavorable situation for others to do awake.
By domestic and international strategic and marketing theory, the theory of venture capital, the company's financial management, learning and research, combined with the actual situation of the Oriental Outdoor, carried out on existing bottlenecks in the development, market development, financing channels, financing and risk issues. The following areas of research:
1, by the theory of PEST analysis, Porter Five Forces Model analysis methods to analyze and summarize the elements of Oriental Outdoor facing macroeconomic environment, industry environment, and the user needs to sort out the competitive situation of the outdoor products market for enterprises in the future to develop a reasonable to lay the foundation for the marketing strategy.
2, the use of the SWOT analysis approach to the strengths and weaknesses of the Oriental Outdoor capacity of existing resources, the challenges facing the reality are summarized, so as to further clarify the enterprise market to expand the presence of the key issues.
3, combined with the actual situation of enterprises, use venture investment theory, found the value of the company's value creation, brand create realistic opportunities, comprehensive description in order to establish the necessity and urgency of the company's financing.
4, the use of the basic theory and principles of financial management of the venture capital element analysis of the breakeven indicators of corporate finance, sensitivity factors, risk factor, a basic qualitative and quantitative assessment of the investment risk of the project.
本文通过对国内外战略及营销理论、风险投资理论、公司财务管理等理论知识的学习和研究,同时结合东方户外的实际情况,就公司目前存在的发展瓶颈、市场拓展、融资渠道、融资风险等资本市场关心的专项问题进行了以下几方面的研究：
1、运用PEST分析理论、波特五力模型分析方法对东方户外目前面临的宏观环境、产业环境、用户需求等要素进行深度分析总结,同时对户外产品市场的竞争态势进行梳理,为企业今后制定合理的营销策略奠定基础。
2、运用SWOT分析办法对东方户外现有资源能力上的优势和劣势、面临的现实挑战进行归纳总结,从而进一步明确当前企业市场拓展存在的关键因素环节。
3、结合本企业的实际情况,运用投资创业理论,对公司的价值发现、价值创造、品牌创建、现实机遇等进行综合阐述,从而确立公司融资的必要性和紧迫性。
4、运用风险投资基本理论和财务管理原则及方法,对公司融资的盈亏平衡指标、敏感性因素、风险系数等要素进行分析,从而对本项目的投资风险做一个基本定性和定量评估。
Oriental Outdoor Equipment Co., Ltd (hereinafter referred to as the "Oriental Outdoor") has just been established in the past two years, relying on the Internet platform for high-speed growth and development of micro-enterprises, founded by Miss Zhang Yan who come from SuZhou city and returned from abroad. Currently, outdoor foreign trade commission processing is the main business of the company, will play a crucial role in the survival and development of enterprises.However, due to foreign trade processing orders by fluctuations in foreign economic impact, the market has a lot of uncertainty and instability. And the inert drawbacks, This kind of OEM(Original Equipment Manufacturer) caused greatly hindered the foundry business to create its own brand of enthusiasm and self-confidence, and also seriously weakened the OEM enterprise market competitiveness.Furthermore, the wholesale foreign companies due to large orders overseas production elements of the production scale of Chinese customers, the environment, production equipment, and staff management.Oriental outdoors as an emerging outdoor products manufacturer, currently only undertake lower than small orders of less than5million RMB, and related businesses foundry commissioned the generation of Jiangsu and Zhejiang province, the company sent Merchandiser Quality Supervision and control during foundry production schedule. Serious shortage due to funding constraints, R&D funding constraints, independent marketing fatigue, to seize the domestic market share of stamina.Therefore, the company's management after repeated deliberations, determined to raise funds to build the necessary plant workshop, the purchase of special production and testing equipment, the establishment of the office buildings, logistics centers, as well as staff quarters, will lead the enterprise regularization, standardization and specialization.In view of this, an urgent need to finance bigger, make the brand, expand the domestic market, so as to gradually get rid of the unfavorable situation for others to do awake.
By domestic and international strategic and marketing theory, the theory of venture capital, the company's financial management, learning and research, combined with the actual situation of the Oriental Outdoor, carried out on existing bottlenecks in the development, market development, financing channels, financing and risk issues. The following areas of research:
1, by the theory of PEST analysis, Porter Five Forces Model analysis methods to analyze and summarize the elements of Oriental Outdoor facing macroeconomic environment, industry environment, and the user needs to sort out the competitive situation of the outdoor products market for enterprises in the future to develop a reasonable to lay the foundation for the marketing strategy.
2, the use of the SWOT analysis approach to the strengths and weaknesses of the Oriental Outdoor capacity of existing resources, the challenges facing the reality are summarized, so as to further clarify the enterprise market to expand the presence of the key issues.
3, combined with the actual situation of enterprises, use venture investment theory, found the value of the company's value creation, brand create realistic opportunities, comprehensive description in order to establish the necessity and urgency of the company's financing.
4, the use of the basic theory and principles of financial management of the venture capital element analysis of the breakeven indicators of corporate finance, sensitivity factors, risk factor, a basic qualitative and quantitative assessment of the investment risk of the project.
引文
[1]魏炜,朱武祥著,《发现商业模式》[M],机械工业出版社,2009年1月
[2]彭志强,刘捷,胥英杰著,《商业模式的力量》(升级版)[M],机械工业出版社,2009年11月
[3][美]艾·里斯杰克·特劳特著王恩冕余少蔚译,《定位》[M],中国财政经济出版社2002年版
[4]菲利普·科特勒(Philip kotler)等著,卢泰宏高辉译,《营销管理》(第13版)[M],中国人民大学出版社,2009年1月
[5]菲利普·科特勒(Philip Kotler),约翰·卡斯林(John A. Caslione),李健著《混沌时代的管理和营销》[M],华夏出版社,2009年5月
[6]许泽人,渠道为王一中国消费品市场分销攻略,《企业战略管理》[D],羊城晚报出版社,2011年1月
[7]创富志论坛,《创富志》[J/OL]
[8]21世纪报系,《21世纪商业评论》[N],南方报业传媒集团
[9]21世纪报系,《21世纪经济报道》[N],南方报业传媒集团
[10]中国经营报社,《中国经营报》 [N],中国社会科学院工业经济研究所
[11]贾旭东主编,《现代企业战略管理一思想、方法与实务》[M]兰州大学出版社,2009年
[12](美)阿尔·里斯(Al Ries)杰克·特劳特(Jack Trout)著,谢伟山、谈云海、苑爱冬译,《营销革命》[M],机械工业出版社,2011年9月
[13](美)巴林杰著,陈忠卫等译,《创业计划：从创意到执行方案》[M],机械工业出版社,2009年10月
[14]中国注册会计师协会编著,《公司战略与风险管理》[M],经济科学出版社,2010年4月
[15]户外资料网www.8264.com
[16]王小源主编《户外运动用品与装备手册》[M],水利水电出版社,2007年4月
[17](英)哈特林|著, 张晓东等译,《户外探险》[M],山东科学技术出版社,2005年3月
[18]李栓科单之蔷等编,《中国国家地理》[J],中国国家地理杂志社,2012年
[2]彭志强,刘捷,胥英杰著,《商业模式的力量》(升级版)[M],机械工业出版社,2009年11月
[3][美]艾·里斯杰克·特劳特著王恩冕余少蔚译,《定位》[M],中国财政经济出版社2002年版
[4]菲利普·科特勒(Philip kotler)等著,卢泰宏高辉译,《营销管理》(第13版)[M],中国人民大学出版社,2009年1月
[5]菲利普·科特勒(Philip Kotler),约翰·卡斯林(John A. Caslione),李健著《混沌时代的管理和营销》[M],华夏出版社,2009年5月
[6]许泽人,渠道为王一中国消费品市场分销攻略,《企业战略管理》[D],羊城晚报出版社,2011年1月
[7]创富志论坛,《创富志》[J/OL]
[8]21世纪报系,《21世纪商业评论》[N],南方报业传媒集团
[9]21世纪报系,《21世纪经济报道》[N],南方报业传媒集团
[10]中国经营报社,《中国经营报》 [N],中国社会科学院工业经济研究所
[11]贾旭东主编,《现代企业战略管理一思想、方法与实务》[M]兰州大学出版社,2009年
[12](美)阿尔·里斯(Al Ries)杰克·特劳特(Jack Trout)著,谢伟山、谈云海、苑爱冬译,《营销革命》[M],机械工业出版社,2011年9月
[13](美)巴林杰著,陈忠卫等译,《创业计划：从创意到执行方案》[M],机械工业出版社,2009年10月
[14]中国注册会计师协会编著,《公司战略与风险管理》[M],经济科学出版社,2010年4月
[15]户外资料网www.8264.com
[16]王小源主编《户外运动用品与装备手册》[M],水利水电出版社,2007年4月
[17](英)哈特林|著, 张晓东等译,《户外探险》[M],山东科学技术出版社,2005年3月
[18]李栓科单之蔷等编,《中国国家地理》[J],中国国家地理杂志社,2012年