海淘商业策划书.doc

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1、WWW.JUYANGPAI.COM 环游创想huanyouchuangxiang 商业计划书 Business Plan目录 Contents1.执行纲要51.Summary51.1环境与契机51.1 Environment and opportunity51.2产品与服务71.2 Products and service71.3市场研究与分析71.3 Market research and analysis71.4公司及战略81.4 Company strategy81.5公司管理91.5 Company management91.6技术可行性分析101.6 Technical feasib

2、ility analysis101.7资金需求101.7 Capital demand102.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 environment102.2 市场现状122.2 The market situation123.产品与服务143.Products and service143.1服务定位143.1 Service orientation143.2 产品1193.2 Products1194.市场研究与分析194. Market

3、 research and analysis194.1市场概述204.1 Market overview204.2目标市场分析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 ana

4、lysis335.2竞争力量分析345.2 Competitive forces analysis345.3 分析总结395.3 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 management437.1核心管理层经理

5、工作职责447.1 The core management manager job responsibilities447.2员工467.2 Employees467.3服务流程图477.3 The service flow chart477.4价值链管理487.4 Value chain management488.技术可行性分析528.Technical feasibility analysis528.1主要技术528.1 Main technology528.2安全技术538.2 Security technology538.3技术维护与开发的人力资源548.3 Maintenance

6、and development of human resources548.4总结548.4 Conclusion549.资金需求559.Capital demand559.1 目前资金需求量559.1 Current capital 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 analysis5710.1财务基本假设5810.1 Financial basic assumptions5810.2财务报表（见附表）

7、5910.2 Financial statements (see attached table)5910.3财务分析5910.3 Financial analysis5910.4总结6510.4 Conclusion6511.风险资本的退出6711.The exit of venture capital6711.1资金退出计划6711.1 Capital exit plan6711.2总结6811.2 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.Summary1.1

8、环境与契机1.1Environment 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 monitoring data,In 2012, China has purchased 48.3 billion RMB oversea commodities, compare to 2011, it has grew 82.3%, and shows a obvi

9、ous 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 comprehensive national strength and residents getting rich , rich people are care more about their quality of life, the demand of h

10、igh-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

11、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 growing, it has become a development trend of Chinas foreign trade.Chinese government pay high attention to Cross-border e-commerce .D

12、evelopment and reform commission, ministry of commerce, general administration of customs, the peoples bank of China, quality supervision, inspection and quarantine, the national post office, the national standards committee and other departments formed a complete set of management system in compreh

13、ensive laws and regulations, regulatory information, payment and settlement, customs clearance, bonded logistics, electronic authentication, dispute resolution, the operator behavior, pilot demonstration and other standard specification, the policies of cross-border e-commerce are improving .今年跨境进口电

14、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 aspects .1.2产品与服务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

15、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 cross-border e-commerce business experience, our slogan iscustomer first, convenient shopping and quality guarantee , to bui

16、ld 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 milk powder, and famous brand commodities in the developed countries.附录一：Appendix one： 利润表 单位：美元 Profits statement Curren

17、cy: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 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

18、,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 2,953,51

19、9 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)839,172 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Reduc

20、e: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第二年Second year第三年Third year第四年Fourth year第五年Fifth year1、 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

21、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 purchase goods,accept labor service870699 2646650 5001339 8458533 13266131 经营租赁所支付的现金Cash paying for Operating lease 78000 7800

22、0 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 130744 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

23、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 2、 投资活动产生的现金流量：Two:net cash 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

24、 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 3、 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 from 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

25、 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 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 acti

26、vities2159050 (40950)(532422)(1005703)(2338035)4、 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 Currency: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 c

27、apital1,035,755 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 depreciation177,202 354,404 566,126 767,849 969,571 固定资产净值Net fixed assets781,698 604,496 584,554 382,831 181,109 无形资产Intangibl

28、e 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 69,420 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

29、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 2,885,436 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

30、,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 profit-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 17,82

31、6,942 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 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

32、,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,

33、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 taxes48,86

34、6 122,164 232,112 375,045 560,857 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 other 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

35、,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 8,580 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 fe

36、e360,000 432,000 518,400 622,080 746,496 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Business 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Ord

37、inary 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 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

38、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 1,249,117 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

39、,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 23,360 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 regi

40、stration 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 depreciation167,202 167,202 201,722 201,722 201,722 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: