项目开发过程与投资项目评估PPT课件.ppt

项目开发过程与投资项目评估主讲人：王宇2003年11月27日1简历n n1983198719831987浙江大学化工系学士学位浙江大学化工系学士学位n n1987198919871989哈尔滨制药厂教育中心讲师哈尔滨制药厂教育中心讲师n n1989199319891993浙江大学化工系硕士学位浙江大学化工系硕士学位n n1993199919931999浙江大学出版社浙江大学出版社n n1999.52002.121999.52002.12NEWZEALANDNEWZEALANDn nAdvancedDiplomaofMarketingManagementAdvancedDiplomaofMarketingManagementn nAdvancedDiplomaofAdvertisingManagementAdvancedDiplomaofAdvertisingManagementn nMBA(WaikatoUniversity)MBA(WaikatoUniversity)n nSHOUTHFRESH-B2BCOMPANYSHOUTHFRESH-B2BCOMPANYn n2002.12CanadianOverseasHoldingInc2002.12CanadianOverseasHoldingInc2公司简介n nCANADIANOVERSEASHOLDINGINCn n公司业务出国咨询出国咨询 http:/ http:/ 咖啡特许经营咖啡特许经营 百怡咖啡百怡咖啡3目目标1.全面了解项目开发过程2.明确每一环节的主要工作3.掌握在项目评估中常用的模型4.了解投资项目评估的基本方法5.掌握项目开发过程中必要的商务写作方法与技巧4项目开发过程Project development process项目预案市场调研商业环境分析（S.T.E.P）行业分析(Portersfiveforces)现状分析(S.W.O.T)可行性分析商业计划实施5项目预案 Proposaln nProjectdescription(Projectdescription(项目综述项目综述)n nBackgroundinformation/StatementofproblemBackgroundinformation/Statementofproblemn nProjectdetailProjectdetailn nGoalsandobjectivesGoalsandobjectives（目标）目标）n nMethodsMethods（方法）方法）n nStaff/AdministrationStaff/Administration（员工和管理部门）员工和管理部门）n nAvailableresourcesAvailableresources（可用的资源）可用的资源）n nNeededresourcesNeededresources（需要的资源）需要的资源）n nPersonnelPersonnel（人员）人员）n nBudgetBudget（预算）预算）n nSuppliesSupplies（供给）供给）n nFacilitiesFacilities（设备等便利条件）设备等便利条件）n nEvaluationPlanEvaluationPlan（评估计划）评估计划）6市场调查Marketing Researchn nDefinitionDefinitionThe process by which a company obtains/The process by which a company obtains/collects specific information relating to its collects specific information relating to its competitive situation for the purposes of competitive situation for the purposes of making better quality decisions.making better quality decisions.often seen as a cost,should be seen as an often seen as a cost,should be seen as an investmentinvestment7市场调查过程Themarketingresearchprocessn nDefinetheproblem（限定问题）n nDefinetheappropriatedatasources（限定合适的数据源）n nCollectthedata（收集数据）n nAnalysethedata（数据分析）n nInterpretandreportthefindings（解释并报告调查的结果）8市场调查的主要内容Keyareasformarketingresearchn nMarketsizeMarketsize（市场规模）市场规模）n nMarkettrendsMarkettrends（市场趋势）市场趋势）n nMarketpotentialMarketpotential（市场潜力）市场潜力）n nCompanyCompanybrand/imagebrand/image（公司品公司品牌牌/形象）形象）n nCustomerbehaviourCustomerbehaviour（顾客行为）顾客行为）n nCustomerCustomerneeds/wantsneeds/wants（顾客需顾客需求）求）n nCustomerCustomersatisfactionsatisfaction（顾客满意顾客满意度）度）n nCompetitorCompetitoractivitiesactivities（竞争者活动）竞争者活动）n nCompetitorCompetitorperformanceperformance（竞争者表现）竞争者表现）n nWiderbusinessWiderbusinessenvironmentenvironment（商业大环境）商业大环境）9二手资料和一手资料SecondaryDataandPrimaryDatan nSecondary dataSecondary datan nAdvantages Advantages n nCan be more accurateCan be more accuraten nCan be more Can be more comprehensivecomprehensiven nCheaper/quicker than Cheaper/quicker than primary dataprimary datan nCan avoid unnecessary Can avoid unnecessary primary data collectionprimary data collectionn nDisadvantagesDisadvantagesn nRelevance?Relevance?n nAccurate?Accurate?n nBias?Bias?n nPrimary dataPrimary datan nInterviewsInterviewsn nSurveysSurveysn nMailsMailsn nTelephoneTelephonen nPersonalPersonaln nOnlineOnlinen nExperimentsExperimentsn nObservationObservation10商业环境分析Business environment analysisn nS.T.E.P.model-Socialfactors(社会因素)-Technologicalfactors（技术因素）-Economicfactors（经济因素）-Politicalfactors（政策因素）11行业分析Industry analysisn nPORTERS FIVE FORCESNewEntrantsSuppliersBuyersSubstituteIndustryCompetitorsIntensityofrivalry12新进入者的威胁ThreatofNewEntrantsn nEntrybarriers(进入障碍)n nProprietaryproductdifferencesProprietaryproductdifferences（产品差产品差别）别）n nBrandidentityBrandidentity（品牌识别）品牌识别）n nSwitchingcostsSwitchingcosts（转移成本）转移成本）n nCapitalrequirementCapitalrequirement（资本需求）资本需求）n nAccesstodistributionAccesstodistribution（销售渠道）销售渠道）n nAbsolutecostadvantagesAbsolutecostadvantages（绝对成本优绝对成本优势）势）n nGovernmentpolicyGovernmentpolicy（政府政策）政府政策）n nExpectedretaliationExpectedretaliation（预期反击）预期反击）13供应商操纵力BargainingPowerofSuppliersn nDeterminantsofsupplierpowerDeterminantsofsupplierpower（供应商操纵力的供应商操纵力的决定因素）决定因素）n nDifferentiationofinputsDifferentiationofinputs（供应的独特性）供应的独特性）n nPresenceofsubstituteinputsPresenceofsubstituteinputs（替代品的存在）替代品的存在）n nSupplierconcentrationSupplierconcentration（供应商集中程度）供应商集中程度）n nImportanceofvolumetosupplierImportanceofvolumetosupplier（批量对供应批量对供应商的重要程度）商的重要程度）n nImpactofinputsoncostordifferentiationImpactofinputsoncostordifferentiation（对对于成本及独特性的影响）于成本及独特性的影响）n nThreatsofforwardintegrationThreatsofforwardintegration（前置整合的威前置整合的威胁）胁）14购买者操纵力TheBargainingPowerofBuyersn nDeterminantsofbuyerpowerDeterminantsofbuyerpower（购买者操纵力的决定因素购买者操纵力的决定因素）n nBargainingleverageBargainingleverage（交易影响因素）交易影响因素）n nBuyerconcentrationvsfirmconcentrationBuyerconcentrationvsfirmconcentration（购买者购买者集中程度）集中程度）n nBuyervolumeBuyervolume（购买者容量）购买者容量）n nBuyerswitchingcostsBuyerswitchingcosts（购买者转移成本）购买者转移成本）n nBuyerinformationBuyerinformation（购买者信息）购买者信息）n nPricesensitivityPricesensitivity（价格敏感度）价格敏感度）n nPriceoftotalpurchasesPriceoftotalpurchases（总购买价格）总购买价格）n nProductdifferencesProductdifferences（产品差别）产品差别）n nBrandidentityBrandidentity（品牌识别）品牌识别）n nImpactonquality/performanceImpactonquality/performance（对质量对质量/行为的影响）行为的影响）n nBuyerprofitsBuyerprofits（购买者的利益）购买者的利益）n nDecisionmakersDecisionmakersincentivesincentives（决策者的驱动力）决策者的驱动力）15替代品的威胁ThreatofSubstitutesn nDeterminantsofsubstitutionthreatDeterminantsofsubstitutionthreat（替代替代品威胁的决定因素）品威胁的决定因素）n nRelativeprice/performanceofRelativeprice/performanceofsubstitutessubstitutes（替代品的相对价格替代品的相对价格/表现）表现）n nSwitchingcostsSwitchingcosts（转移成本）转移成本）n nBuyerpropensitytosubstituteBuyerpropensitytosubstitute（购买者购买者对替代品的倾向）对替代品的倾向）16行业竞争状况Therivalryintheindustryn nIndustrycompetitors（行业竞争者）n nHowmanyHowmanyn nHowtheyperformHowtheyperformn nHowtheypositionordifferentiateHowtheypositionordifferentiaten nWhatWhatsthecorecompetenciesofthemsthecorecompetenciesofthemn nIsthereanicheinthemarketIsthereanicheinthemarket17现状分析Situation Analysisn nThe key components of situation analysis for The key components of situation analysis for marketing strategy developmentmarketing strategy development收集市场信息内部分析竞争者分析市场分析内部优劣势分析外部机会和风险分析SWOT18可行性分析可行性分析Feasibility Studyn n目的：可行性报告是为了减小企业的投资风险和错目的：可行性报告是为了减小企业的投资风险和错误成本，提高决策的成功率。误成本，提高决策的成功率。投资项目评估投资项目评估我们应该做这个项目吗？19可行性报告格式OutlineofFeasibilityStudyn nExecutivesummaryExecutivesummary（执行概述）执行概述）n nIntroductionIntroduction（引言）引言）n nOverviewoftheprojectOverviewoftheproject（项目综述）项目综述）n nRationalefortheprojectRationalefortheproject（背景介绍：包括经济，政治，背景介绍：包括经济，政治，技术，文化等方面，宏观与微观的市场，用户、供应者、竞技术，文化等方面，宏观与微观的市场，用户、供应者、竞争者分析）争者分析）n nStrategiesfortheprojectStrategiesfortheproject（SWOTSWOT）n nEvaluationofalternativestrategiesandEvaluationofalternativestrategiesandrecommendationsrecommendations（作出三种预测和投资回报分析，即最作出三种预测和投资回报分析，即最佳状况，正常状况，最差状况，如果最差状况可以接受，方佳状况，正常状况，最差状况，如果最差状况可以接受，方能通过）能通过）n nEconomic,financial,andaccountingassumptionsEconomic,financial,andaccountingassumptions（设设定条件：对经济、金融、以及财务计算作出假设）定条件：对经济、金融、以及财务计算作出假设）MethodsforraisingcapitalMethodsforraisingcapital（筹集资金的办法）筹集资金的办法）20可行性报告格式OutlineofFeasibilityStudyCapitalstructure（资本结构）Cashflowanalysisfor5years（5年现金流分析）Varyingprojectsscenariosforsensitivitystudyandstresstests（风险分析：对潜在市场变化，潜在用户变化，潜在竞争形势变化，风险与潜在风险，问题与潜在问题有一个具体的分析和应变措施，把意外情况的影响控制在最低水平）Conclusions（结论）21商业计划 Business Plan1.1.ExecutiveExecutive summarysummary（执行概要）执行概要）2.Companyvision/mission2.Companyvision/mission（公司宗旨）公司宗旨）3.Product3.Product（产品或服务）产品或服务）4.Business4.Business environmentenvironment（商业环境）商业环境）5.5.IndustryIndustryanalysisanalysis（行行业业分析）分析）6.SWOT6.SWOT 7.Investmentrequirement7.Investmentrequirement8.Management8.Management（管理团队）管理团队）9.Organization9.OrganizationConstructionConstruction（组织结构）组织结构）10.10.FinancialFinancialissuesissues（财财务务问问题）题）11.11.ImplementImplement（实实施施方方案案：“里里程程碑碑”式式的的分分阶阶段段检检查查标准和时间表）标准和时间表）12.Attachment12.Attachment22实施ImplementnMake things happenn nPeoplen nTime managing/Schedule n nCommunicationn nCoordinationn nControl23祝你成功!THE END24