項(xiàng)目過(guò)程與評(píng)估

1、1項(xiàng)目開(kāi)發(fā)過(guò)程與投資項(xiàng)目評(píng)估2目 標(biāo)1.全面了解項(xiàng)目開(kāi)發(fā)過(guò)程2.明確每一環(huán)節(jié)的主要工作3.掌握在項(xiàng)目評(píng)估中常用的模型4.了解投資項(xiàng)目評(píng)估的基本方法5.掌握項(xiàng)目開(kāi)發(fā)過(guò)程中必要的商務(wù)寫(xiě)作方法與技巧3 項(xiàng)目開(kāi)發(fā)過(guò)程Project development process項(xiàng)目預(yù)案市場(chǎng)調(diào)研商業(yè)環(huán)境分析（S.T.E.P）行業(yè)分析(Porters five forces)現(xiàn)狀分析(S.W.O.T)可行性分析商業(yè)計(jì)劃實(shí)施4項(xiàng)目預(yù)案 ProposalProject description(項(xiàng)目綜述)Background information/ Statement of problemProject detail

2、 Goals and objectives （目標(biāo)）Methods （方法）Staff/Administration （員工和管理部門(mén)） Available resources （可用的資源）Needed resources （需要的資源）Personnel （人員）Budget（預(yù)算）Supplies（供給）Facilities （設(shè)備等便利條件）Evaluation Plan（評(píng)估計(jì)劃）5市場(chǎng)調(diào)查Marketing ResearchDefinitionThe process by which a company obtains/ collects specific information

3、relating to its competitive situation for the purposes of making better quality decisions.often seen as a cost, should be seen as an investment6市場(chǎng)調(diào)查過(guò)程The marketing research processDefine the problem （限定問(wèn)題）Define the appropriate data sources（限定合適的數(shù)據(jù)源）Collect the data （收集數(shù)據(jù)）Analyse the data （數(shù)據(jù)分析）Inte

4、rpret and report the findings（解釋并報(bào)告調(diào)查的結(jié)果）7市場(chǎng)調(diào)查的主要內(nèi)容Key areas for marketing researchMarket size（市場(chǎng)規(guī)模）Market trends （市場(chǎng)趨勢(shì)）Market potential （市場(chǎng)潛力）Company brand/image（公司品牌/形象）Customer behaviour （顧客行為）Customer needs/wants（顧客需求）Customer satisfaction（顧客滿意度）Competitor activities（競(jìng)爭(zhēng)者活動(dòng)）Competitor performance

5、 （競(jìng)爭(zhēng)者表現(xiàn)）Wider business environment （商業(yè)大環(huán)境）8二手資料和一手資料Secondary Data and Primary DataSecondary dataAdvantages Can be more accurateCan be more comprehensiveCheaper/quicker than primary dataCan avoid unnecessary primary data collectionDisadvantagesRelevance?Accurate?Bias?Primary dataInterviewsSurveysMai

6、lsTelephonePersonalOnlineExperimentsObservation9商業(yè)環(huán)境分析Business environment analysisS.T.E.P. model - Social factors (社會(huì)因素)- Technological factors（技術(shù)因素）- Economic factors（經(jīng)濟(jì)因素）- Political factors（政策因素）10行業(yè)分析Industry analysisPORTERS FIVE FORCESNew EntrantsSuppliersBuyersSubstituteIndustry CompetitorsIn

7、tensity of rivalry11新進(jìn)入者的威脅Threat of New EntrantsEntry barriers(進(jìn)入障礙 )Proprietary product differences （產(chǎn)品差別）Brand identity （品牌識(shí)別）Switching costs （轉(zhuǎn)移成本）Capital requirement （資本需求）Access to distribution （銷(xiāo)售渠道）Absolute cost advantages （絕對(duì)成本優(yōu)勢(shì)）Government policy （政府政策）Expected retaliation （預(yù)期反擊）12供應(yīng)商操縱力 B

8、argaining Power of SuppliersDeterminants of supplier power （供應(yīng)商操縱力的決定因素）Differentiation of inputs （供應(yīng)的獨(dú)特性）Presence of substitute inputs （替代品的存在）Supplier concentration （供應(yīng)商集中程度）Importance of volume to supplier （批量對(duì)供應(yīng)商的重要程度）Impact of inputs on cost or differentiation（對(duì)于成本及獨(dú)特性的影響）Threats of forward int

9、egration （前置整合的威脅）13購(gòu)買(mǎi)者操縱力The Bargaining Power of Buyers Determinants of buyer power （購(gòu)買(mǎi)者操縱力的決定因素）Bargaining leverage （交易影響因素）Buyer concentration vs firm concentration （購(gòu)買(mǎi)者集中程度）Buyer volume （購(gòu)買(mǎi)者容量）Buyer switching costs （購(gòu)買(mǎi)者轉(zhuǎn)移成本）Buyer information （購(gòu)買(mǎi)者信息）Price sensitivity （價(jià)格敏感度）Price of total purchas

10、es （總購(gòu)買(mǎi)價(jià)格）Product differences （產(chǎn)品差別）Brand identity （品牌識(shí)別）Impact on quality/performance （對(duì)質(zhì)量/行為的影響）Buyer profits （購(gòu)買(mǎi)者的利益）Decision makers incentives （決策者的驅(qū)動(dòng)力）14替代品的威脅Threat of SubstitutesDeterminants of substitution threat （替代品威脅的決定因素）Relative price/performance of substitutes（替代品的相對(duì)價(jià)格/表現(xiàn)）Switching cos

11、ts（轉(zhuǎn)移成本）Buyer propensity to substitute（購(gòu)買(mǎi)者對(duì)替代品的傾向）15行業(yè)競(jìng)爭(zhēng)狀況The rivalry in the industryIndustry competitors（行業(yè)競(jìng)爭(zhēng)者）How manyHow they performHow they position or differentiate Whats the core competencies of themIs there a niche in the market16現(xiàn)狀分析Situation AnalysisThe key components of situation analysis

12、 for marketing strategy development收集市場(chǎng)信息內(nèi)部分析競(jìng)爭(zhēng)者分析市場(chǎng)分析內(nèi)部?jī)?yōu)劣勢(shì)分析外部機(jī)會(huì)和風(fēng)險(xiǎn)分析SWOT17可行性分析Feasibility Study目的：可行性報(bào)告是為了減小企業(yè)的投資風(fēng)險(xiǎn)和錯(cuò)誤成本，提高決策的成功率。 投資項(xiàng)目評(píng)估 我們應(yīng)該做這個(gè)項(xiàng)目嗎？18可行性報(bào)告格式Outline of Feasibility StudyExecutive summary （執(zhí)行概述）Introduction （引言）Overview of the project（項(xiàng)目綜述）Rationale for the project（背景介紹：包括經(jīng)濟(jì)，政治，技術(shù)

13、，文化等方面，宏觀與微觀的市場(chǎng)，用戶、供應(yīng)者、競(jìng)爭(zhēng)者分析）Strategies for the project （SWOT）Evaluation of alternative strategies and recommendations（作出三種預(yù)測(cè)和投資回報(bào)分析，即最佳狀況，正常狀況，最差狀況，如果最差狀況可以接受，方能通過(guò)）Economic, financial, and accounting assumptions（設(shè)定條件：對(duì)經(jīng)濟(jì)、金融、以及財(cái)務(wù)計(jì)算作出假設(shè)）Methods for raising capital （籌集資金的辦法）19可行性報(bào)告格式Outline of Feasibi

14、lity StudyCapital structure （資本結(jié)構(gòu)）Cash flow analysis for 5 years（5年現(xiàn)金流分析）Varying projects scenarios for sensitivity study and stress tests（風(fēng)險(xiǎn)分析：對(duì)潛在市場(chǎng)變化，潛在用戶變化，潛在競(jìng)爭(zhēng)形勢(shì)變化，風(fēng)險(xiǎn)與潛在風(fēng)險(xiǎn)，問(wèn)題與潛在問(wèn)題有一個(gè)具體的分析和應(yīng)變措施，把意外情況的影響控制在最低水平）Conclusions （結(jié)論）20商業(yè)計(jì)劃 Business Plan 1. Executive summary （執(zhí)行概要） 2.Company vision/mission （公司宗旨） 3. Product （產(chǎn)品或服務(wù)） 4.Business environment（商業(yè)環(huán)境） 5. Industry analysis（行業(yè)分析） 6. SWOT 7. Investment requirement 8. Management （