HM移动阅读媒体平台项目商业计划书

发布时间：2018-05-20 07:42

本文选题：商业计划书 + 平板电脑　；参考：《华南理工大学》2012年硕士论文

【摘要】：本文是为HM传媒有限公司“HM移动阅读媒体平台项目”融资而撰写的商业计划书，从公司组织架构、项目的市场环境及战略、营销策划、财务预算及投资回报等方面，对HM传媒有限公司“HM移动阅读媒体平台项目”项目进行详细的分析与计划，希望通过本计划书的介绍获得香港HB国际有限公司4,000万元的投资资本，为企业建立较强的技术储备、市场营销和售后服务支撑体系，使项目在国内市场的营销与运营工作得以顺利展开，并为投资方提供可观的投资回报，达到双赢目标。本项目的推出，正值移动阅读产业的起步时期和互联网媒体产业的高速发展时期，在发展这两个行业宏观环境上，其具有较大的潜力及投资空间。HM移动阅读媒体平台项目对内容、技术、服务、运营进行了整合，提出全新的媒体平台解决方案。采用低成本中低定价的市场战略，目标市场选择为围绕北京、上海、广州、重庆、西安及这些城市辐射的核心区域，在此区位内有对平板电脑行业应用有较大需求的集团用户及优质的地方纸媒，能够迅速、有效提高品牌知名度。HM传媒有限公司具有明确的发展一流移动阅读传媒企业的目标，有行业经验丰富、具有先进管理水平和理念的管理团队，致力于为顾客提供高品质有价格竞争力的产品，组织结构、职能部门完善，设计了有竞争力的工资标准，对员工的激励措施考虑得当，但由于终端设备批量采购时需要大额资金及与各地方纸媒合作时销售费用、研发费用、管理费用等支出对现金流的较高要求，故本项目需要较大的资金支持。本项目初始投资为4000万元，由香港HB国际集团独家投资。根据资本资产定价模型（CAPM），项目资本成本为11.4429%；项目的净现值（NPV）为10824.75万元，，远大于零；修正内部收益率（MIRR）为36%，大于项目资本成本；动态投资回收期为2.59年，低于投资者期望的4年投资回收期，可见本项目的经济效益十分显著。最后，风险分析表明，本项目的风险较小。本文认为HM移动阅读媒体项目提出了移动阅读的全新技术手段，具备可行的全新盈利模式。同时投资收益高，具有较强的盈利能力，投资风险较小。因此，投资本项目具有较好的社会、经济价值。
[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.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.2-F

【引证文献】