項(xiàng)目過(guò)程與評(píng)估

項(xiàng)目過(guò)程與評(píng)估目標(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

項(xiàng)目開(kāi)發(fā)過(guò)程

Projectdevelopment

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(Porter’sfiveforces)現(xiàn)狀分析(S.W.O.T)可行性分析商業(yè)計(jì)劃實(shí)施項(xiàng)目預(yù)案ProposalProjectdescription(項(xiàng)目綜述)Backgroundinformation/StatementofproblemProjectdetailGoalsandobjectives（目標(biāo)）Methods（方法）Staff/Administration（員工和管理部門(mén)）Availableresources（可用的資源）Neededresources（需要的資源）Personnel（人員）Budget（預(yù)算）Supplies（供給）Facilities（設(shè)備等便利條件）EvaluationPlan（評(píng)估計(jì)劃）市場(chǎng)調(diào)查過(guò)程

ThemarketingresearchprocessDefinetheproblem（限定問(wèn)題）Definetheappropriatedatasources（限定合適的數(shù)據(jù)源）Collectthedata（收集數(shù)據(jù)）Analysethedata（數(shù)據(jù)分析）Interpretandreportthefindings（解釋并報(bào)告調(diào)查的結(jié)果）市場(chǎng)調(diào)查的主要內(nèi)容

KeyareasformarketingresearchMarketsize（市場(chǎng)規(guī)模）Markettrends（市場(chǎng)趨勢(shì)）Marketpotential（市場(chǎng)潛力）Companybrand/image（公司品牌/形象）Customerbehaviour（顧客行為）Customerneeds/wants（顧客需求）Customersatisfaction（顧客滿意度）Competitoractivities（競(jìng)爭(zhēng)者活動(dòng)）Competitorperformance（競(jìng)爭(zhēng)者表現(xiàn)）Widerbusinessenvironment（商業(yè)大環(huán)境）二手資料和一手資料

SecondaryDataandPrimaryDataSecondarydataAdvantagesCanbemoreaccurateCanbemorecomprehensiveCheaper/quickerthanprimarydataCanavoidunnecessaryprimarydatacollectionDisadvantagesRelevance?Accurate?Bias?PrimarydataInterviewsSurveysMailsTelephonePersonalOnlineExperimentsObservation商業(yè)環(huán)境分析

BusinessenvironmentanalysisS.T.E.P.model -Socialfactors(社會(huì)因素) -Technologicalfactors（技術(shù)因素） -Economicfactors（經(jīng)濟(jì)因素） -Politicalfactors（政策因素）新進(jìn)入者的威脅

ThreatofNewEntrantsEntrybarriers(進(jìn)入障礙)Proprietaryproductdifferences（產(chǎn)品差別）Brandidentity（品牌識(shí)別）Switchingcosts（轉(zhuǎn)移成本）Capitalrequirement（資本需求）Accesstodistribution（銷售渠道）Absolutecostadvantages（絕對(duì)成本優(yōu)勢(shì)）Governmentpolicy（政府政策）Expectedretaliation（預(yù)期反擊）供應(yīng)商操縱力

BargainingPowerofSuppliersDeterminantsofsupplierpower（供應(yīng)商操縱力的決定因素）Differentiationofinputs（供應(yīng)的獨(dú)特性）Presenceofsubstituteinputs（替代品的存在）Supplierconcentration（供應(yīng)商集中程度）Importanceofvolumetosupplier（批量對(duì)供應(yīng)商的重要程度）Impactofinputsoncostordifferentiation（對(duì)于成本及獨(dú)特性的影響）Threatsofforwardintegration（前置整合的威脅）替代品的威脅

ThreatofSubstitutesDeterminantsofsubstitutionthreat（替代品威脅的決定因素）Relativeprice/performanceofsubstitutes（替代品的相對(duì)價(jià)格/表現(xiàn)）Switchingcosts（轉(zhuǎn)移成本）Buyerpropensitytosubstitute（購(gòu)買(mǎi)者對(duì)替代品的傾向）行業(yè)競(jìng)爭(zhēng)狀況

TherivalryintheindustryIndustrycompetitors（行業(yè)競(jìng)爭(zhēng)者）HowmanyHowtheyperformHowtheypositionordifferentiateWhat’sthecorecompetenciesofthemIsthereanicheinthemarket現(xiàn)狀分析

SituationAnalysisThekeycomponentsofsituationanalysisformarketingstrategydevelopment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SWOT可行性分析

FeasibilityStudy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？可行性報(bào)告格式

OutlineofFeasibilityStudyCapitalstructure（資本結(jié)構(gòu)）Cashflowanalysisfor5years（5年現(xiàn)金流分析）Varyingproject’sscenariosforsensitivitystudyandstresstests（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）商業(yè)計(jì)劃

BusinessPlan

1.Executivesummary（執(zhí)行概要）2.Companyvision/mission（公司宗旨）3.Product（產(chǎn)品或服務(wù)）4.Businessenvironment（商業(yè)環(huán)境）5.Industryanalysis（行業(yè)分析）6.SWOT

7.Investmentrequirement8.Management（管理團(tuán)隊(duì)）9.OrganizationConstruction（組織結(jié)構(gòu)）10.Fina