本文選題：商業(yè)計(jì)劃書 + 平板電腦�。� 參考：《華南理工大學(xué)》2012年碩士論文

【摘要】：本文是為HM傳媒有限公司“HM移動(dòng)閱讀媒體平臺(tái)項(xiàng)目”融資而撰寫的商業(yè)計(jì)劃書，從公司組織架構(gòu)、項(xiàng)目的市場環(huán)境及戰(zhàn)略、營銷策劃、財(cái)務(wù)預(yù)算及投資回報(bào)等方面，對(duì)HM傳媒有限公司“HM移動(dòng)閱讀媒體平臺(tái)項(xiàng)目”項(xiàng)目進(jìn)行詳細(xì)的分析與計(jì)劃，希望通過本計(jì)劃書的介紹獲得香港HB國際有限公司4,000萬元的投資資本，為企業(yè)建立較強(qiáng)的技術(shù)儲(chǔ)備、市場營銷和售后服務(wù)支撐體系，使項(xiàng)目在國內(nèi)市場的營銷與運(yùn)營工作得以順利展開，并為投資方提供可觀的投資回報(bào)，達(dá)到雙贏目標(biāo)。 本項(xiàng)目的推出，正值移動(dòng)閱讀產(chǎn)業(yè)的起步時(shí)期和互聯(lián)網(wǎng)媒體產(chǎn)業(yè)的高速發(fā)展時(shí)期，在發(fā)展這兩個(gè)行業(yè)宏觀環(huán)境上，其具有較大的潛力及投資空間。HM移動(dòng)閱讀媒體平臺(tái)項(xiàng)目對(duì)內(nèi)容、技術(shù)、服務(wù)、運(yùn)營進(jìn)行了整合，提出全新的媒體平臺(tái)解決方案。采用低成本中低定價(jià)的市場戰(zhàn)略，目標(biāo)市場選擇為圍繞北京、上海、廣州、重慶、西安及這些城市輻射的核心區(qū)域，在此區(qū)位內(nèi)有對(duì)平板電腦行業(yè)應(yīng)用有較大需求的集團(tuán)用戶及優(yōu)質(zhì)的地方紙媒，能夠迅速、有效提高品牌知名度。HM傳媒有限公司具有明確的發(fā)展一流移動(dòng)閱讀傳媒企業(yè)的目標(biāo)，有行業(yè)經(jīng)驗(yàn)豐富、具有先進(jìn)管理水平和理念的管理團(tuán)隊(duì)，致力于為顧客提供高品質(zhì)有價(jià)格競爭力的產(chǎn)品，組織結(jié)構(gòu)、職能部門完善，設(shè)計(jì)了有競爭力的工資標(biāo)準(zhǔn)，對(duì)員工的激勵(lì)措施考慮得當(dāng)，但由于終端設(shè)備批量采購時(shí)需要大額資金及與各地方紙媒合作時(shí)銷售費(fèi)用、研發(fā)費(fèi)用、管理費(fèi)用等支出對(duì)現(xiàn)金流的較高要求，故本項(xiàng)目需要較大的資金支持。 本項(xiàng)目初始投資為4000萬元，由香港HB國際集團(tuán)獨(dú)家投資。根據(jù)資本資產(chǎn)定價(jià)模型（CAPM），項(xiàng)目資本成本為11.4429%；項(xiàng)目的凈現(xiàn)值（NPV）為10824.75萬元，，遠(yuǎn)大于零；修正內(nèi)部收益率（MIRR）為36%，大于項(xiàng)目資本成本；動(dòng)態(tài)投資回收期為2.59年，低于投資者期望的4年投資回收期，可見本項(xiàng)目的經(jīng)濟(jì)效益十分顯著。最后，風(fēng)險(xiǎn)分析表明，本項(xiàng)目的風(fēng)險(xiǎn)較小。 本文認(rèn)為HM移動(dòng)閱讀媒體項(xiàng)目提出了移動(dòng)閱讀的全新技術(shù)手段，具備可行的全新盈利模式。同時(shí)投資收益高，具有較強(qiáng)的盈利能力，投資風(fēng)險(xiǎn)較小。因此，投資本項(xiàng)目具有較好的社會(huì)、經(jīng)濟(jì)價(jià)值。
[Abstract]:This paper is a business plan for HM Mobile Reading Media platform Project, which is written by HM Media Co., Ltd., in terms of organization, marketing environment and strategy, marketing planning, financial budget and return on investment, etc. This paper analyzes and plans the HM Mobile Reading Media platform Project of HM Media Co., Ltd., hoping to obtain the investment capital of HK HB International Co., Ltd. 40 million yuan through the introduction of this plan. To establish a strong technical reserve, marketing and after-sales service support system for enterprises, so that the project in the domestic market marketing and operation work can be carried out smoothly, and provide considerable investment returns for investors to achieve win-win goals. The launch of this project coincides with the beginning of the mobile reading industry and the rapid development of the Internet media industry. It has great potential and investment space. HM mobile reading media platform project integrates the content, technology, service and operation, and puts forward a new media platform solution. Using a low-cost, low-priced market strategy, the target market is selected as the core region around Beijing, shanghai, Guangzhou, Chongqing, Xi'an and these cities In this location, there are group users and high quality local paper media with greater demand for tablet applications, which can quickly and effectively improve brand awareness. HM Media Co., Ltd. has a clear goal of developing first-class mobile reading media enterprises. Has the industry rich experience, has the advanced management level and the idea management team, devotes to provides the high quality and the price competitive product for the customer, the organization structure, the function department consummates, has designed the competitive salary standard, The incentives for employees are properly considered, but due to the need for large amounts of capital when purchasing terminal equipment in bulk and sales expenses, R & D expenses, management expenses, etc., for cooperation with local paper media, the higher cash flow requirements are required. Therefore, the project needs greater financial support. The initial investment of this project is 40 million yuan, exclusively invested by Hong Kong HB International Group. According to the capital asset pricing model, the capital cost of the project is 11.4429; the net present value of the project is 108.2475 million yuan, which is far greater than zero; the revised internal rate of return is 36%, larger than the project capital cost; and the payback period of the dynamic investment is 2.59 years. Lower than investors expected 4-year investment payback period, we can see that the economic benefits of the project is very significant. Finally, the risk analysis shows that the risk of this project is small. This paper holds that HM mobile reading media project has put forward a new technical means of mobile reading and has a feasible new profit model. At the same time, the investment income is high, has the strong profit ability, the investment risk is small. Therefore, investment in this project has better social and economic value.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G239.2-F

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 周笑宇;石碣崇煥農(nóng)業(yè)生態(tài)旅游園項(xiàng)目商業(yè)計(jì)劃書[D];蘭州大學(xué);2013年

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