本文關鍵詞：海島中國絲綢文化園區(qū)項目商業(yè)計劃書　出處：《華南理工大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 絲綢文化 旅游文化 國際旅游島

【摘要】：縱觀世界文化史,絲綢成為古代中國連接世界的紐帶,“絲綢之路”因此而聞名。中國絲綢在世界上享有很高的聲譽,絲綢文化是最具有中國特色的文化之一,絲綢產業(yè)是中華民族的傳統(tǒng)產業(yè),具有獨特的魅力和深刻的文化內涵。自從一九九五年以來,由于創(chuàng)新能力弱、品種單一、產品檔次低、產品附加值得不到提升,絲綢產品的生產和銷售大幅度下降,絲綢企業(yè)虧損面較大,經營積極性得不到發(fā)揮,絲綢文化產業(yè)的定位沒能得到消費者及市場的認可。投資方借助海南“國際旅游島”概念的確認和海南省“十二五”時期文化改革發(fā)展規(guī)劃,“以旅游為載體,以文化為靈魂,推動文化產業(yè)結構調整和旅游產業(yè)轉型升級”的機會,運用文化與旅游融合發(fā)展模式的新業(yè)態(tài),通過挖掘傳統(tǒng)中國絲綢文化內涵,打造國內外絲綢文化展示交流平臺,培育海南旅游文化資源新亮點。海島中國絲綢文化創(chuàng)意園應運而生。它是集絲綢總部大樓、博覽館、主題酒店等業(yè)態(tài)于一體的絲綢綜合體項目。本商業(yè)計劃書通過項目前期的市場調研和�？谕顿Y環(huán)境分析、目標市場、SWOT和競爭力分析,合理定位,并通過營銷策略、財務分析和運用控制,形成一個全方位、全過程的籌劃方案,體現(xiàn)項目投資的社會價值和經濟價值。同時,希望能夠建立一套科學有效的投資決策程序,降低成本、控制經營風險,達到項目預期目標。首先,通過對項目投資方的描述,充分證明了投資方的實力;其次,應用SWOT分析法和波特模型分析法,使投資方充分認識到企業(yè)所處的競爭環(huán)境,幫助企業(yè)充分發(fā)揮自身的競爭優(yōu)勢。同時在項目的營銷分析中,特別引入了絲綢文化策略,從而提高企業(yè)、項目在市場的知名度。最后,對項目的銷售收入、開發(fā)成本、經營預測、資金籌劃,項目的盈利狀況、清償能力、盈虧平衡、敏感性和風險性進行分析。項目銷售收入19.85億元,總投入12.94億元,工程費用9.8億元。所得稅后利潤4.88億元,財務凈現(xiàn)值6.23億元,財務內部收益率28.67%,投資回收期3.69年,投資利潤率19.58%,投資利稅率29.07%,清償能力4.11年,盈虧平衡點38.85%。從財務角度看,各項指標良好、風險可控,項目具有可行性。
[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.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.81

【參考文獻】

相關期刊論文 前1條

1 陳文梅;對商業(yè)計劃書的認識[J];企業(yè)經濟;2003年05期

，

本文編號：1417482