海岛中国丝绸文化园区项目商业计划书

发布时间：2018-01-13 04:28

本文关键词：海岛中国丝绸文化园区项目商业计划书　出处：《华南理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：纵观世界文化史,丝绸成为古代中国连接世界的纽带,“丝绸之路”因此而闻名。中国丝绸在世界上享有很高的声誉,丝绸文化是最具有中国特色的文化之一,丝绸产业是中华民族的传统产业,具有独特的魅力和深刻的文化内涵。自从一九九五年以来,由于创新能力弱、品种单一、产品档次低、产品附加值得不到提升,丝绸产品的生产和销售大幅度下降,丝绸企业亏损面较大,经营积极性得不到发挥,丝绸文化产业的定位没能得到消费者及市场的认可。投资方借助海南“国际旅游岛”概念的确认和海南省“十二五”时期文化改革发展规划,“以旅游为载体,以文化为灵魂,推动文化产业结构调整和旅游产业转型升级”的机会,运用文化与旅游融合发展模式的新业态,通过挖掘传统中国丝绸文化内涵,打造国内外丝绸文化展示交流平台,培育海南旅游文化资源新亮点。海岛中国丝绸文化创意园应运而生。它是集丝绸总部大楼、博览馆、主题酒店等业态于一体的丝绸综合体项目。本商业计划书通过项目前期的市场调研和海口投资环境分析、目标市场、SWOT和竞争力分析,合理定位,并通过营销策略、财务分析和运用控制,形成一个全方位、全过程的筹划方案,体现项目投资的社会价值和经济价值。同时,希望能够建立一套科学有效的投资决策程序,降低成本、控制经营风险,达到项目预期目标。首先,通过对项目投资方的描述,充分证明了投资方的实力;其次,应用SWOT分析法和波特模型分析法,使投资方充分认识到企业所处的竞争环境,帮助企业充分发挥自身的竞争优势。同时在项目的营销分析中,特别引入了丝绸文化策略,从而提高企业、项目在市场的知名度。最后,对项目的销售收入、开发成本、经营预测、资金筹划,项目的盈利状况、清偿能力、盈亏平衡、敏感性和风险性进行分析。项目销售收入19.85亿元,总投入12.94亿元,工程费用9.8亿元。所得税后利润4.88亿元,财务净现值6.23亿元,财务内部收益率28.67%,投资回收期3.69年,投资利润率19.58%,投资利税率29.07%,清偿能力4.11年,盈亏平衡点38.85%。从财务角度看,各项指标良好、风险可控,项目具有可行性。
[Abstract]:Throughout the history of world culture, silk became the link between ancient China and the world, and the Silk Road became famous. Chinese silk enjoys a high reputation in the world, and silk culture is one of the most distinctive cultures in China. Silk industry is the traditional industry of the Chinese nation, with unique charm and profound cultural connotation. Since 1995, because of the weak innovation ability, single variety, low grade of products. The added value of the products has not been improved, the production and sales of silk products have dropped by a large margin, and silk enterprises have lost a lot of money, and their enthusiasm for operation has not been brought into full play. The orientation of silk culture industry has not been recognized by consumers and markets. The investors, with the help of the concept of Hainan's "international tourism island" and the plan of cultural reform and development during the "12th Five-Year Plan" period of Hainan Province, "take tourism as the carrier." Taking culture as the soul, promoting the adjustment of cultural industrial structure and the transformation and upgrading of tourism industry, this paper applies the new pattern of culture and tourism integration development mode to excavate the connotation of traditional Chinese silk culture. Create domestic and foreign silk culture display and exchange platform, cultivate Hainan tourism cultural resources new highlights. Island China silk culture creative park came into being. It is a silk headquarters building, Expo. Hotel Theme and other silk complex projects in one form. This business plan through the early stage of the project market research and Haikou investment environment analysis, the target market SWOT and competitiveness analysis, reasonable positioning. And through marketing strategy, financial analysis and application control, to form a comprehensive, the whole process of planning, reflecting the social and economic value of project investment. At the same time. It is hoped that a set of scientific and effective investment decision-making procedures can be set up to reduce the cost, control the operating risk, and achieve the expected goal of the project. First, through the description of the project investors, it fully proves the strength of the investors; Secondly, using SWOT analysis method and Porter model analysis method, the investors can fully realize the competitive environment of the enterprise, and help the enterprise to give full play to its own competitive advantage. At the same time, in the marketing analysis of the project. In particular, silk culture strategy is introduced to improve the visibility of enterprises and projects in the market. Finally, the project sales revenue, development costs, business forecasting, capital planning, project profitability, solvency. Profit and loss balance, sensitivity and risk analysis. Project sales income one billion nine hundred and eighty-five million yuan, total investment one billion two hundred and ninety-four million yuan, project cost 980 million yuan. Income tax profit 488 million yuan. The financial net present value is 623 million yuan, the financial internal return rate is 28.67, the investment payback period is 3.69 years, the investment profit rate is 19.58, and the investment interest tax rate is 29.07%. The solvency is 4.11 years, the breakeven point is 38.85. from the financial point of view, the indexes are good, the risk is controllable, and the project is feasible.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.81

【参考文献】