文档介绍：项目开发过程与 投资项目评估
主讲人:王宇
2003年11月27日
简历
1983~1987 浙江大学化工系学士学位
1987~1989 哈尔滨制药厂教育中心讲师
1989~1993 浙江大学化工系硕士学位
1993~1999 浙江大学出版社
~ NEW ZEALAND
Advanced Diploma of Marketing Management
Advanced Diploma of Advertising Management
MBA (Waikato University)
SHOUTH FRESH-PANY
~ Canadian Overseas Holding Inc
公司简介
CANADIAN OVERSEAS HOLDING INC
公司业务
出国咨询/
教育培训/
旅游
《神州时报》/
北美餐饮有限公司
咖啡特许经营啡
目标
项目开发过程 Project development process
项目预案
市场调研
商业环境分析
()
行业分析
(Porter’s five forces)
现状分析
()
可行性分析
商业计划
实施
项目预案 Proposal
Project description(项目综述)
Background information/ Statement of problem
Project detail
Goals and objectives (目标)
Methods (方法)
Staff/Administration (员工和管理部门)
Available resources (可用的资源)
Needed resources (需要的资源)
Personnel (人员)
Budget(预算)
Supplies (供给)
Facilities (设备等便利条件)
Evaluation Plan (评估计划)
市场调查 Marketing Research
Definition
The process by which pany obtains/ collects specific information relating to petitive situation for the purposes of making better quality decisions.
……often seen as a cost, should be seen as an investment
市场调查过程 The marketing research process
Define the problem (限定问题)
Define the appropriate data sources(限定合适的数据源)
Collect the data (收集数据)
Analyse the data (数据分析)
Interpret and report the findings(解释并报告调查的结果)
市场调查的主要内容 Key areas for marketing research
Market size(市场规模)
Market trends (市场趋势)
Market potential (市场潜力)
Company brand/image(公司品牌/形象)
Customer behaviour (顾客行为)
Customer needs/wants(顾客需求)
Customer satisfaction(顾客满意度)
Competitor activities(竞争者活动)
Competitor performance (竞争者表现)
Wider business environment (商业大环境)
二手资料和一手资料 Secondary Data and Primary Data
Secondary data
Advantages
Can be more accurate
Can be prehensive
Cheaper/quicker than primary data
Can avoid unnecessary primary data collection
Disadvantages
Relevance?
Accurate?
Bias?
Primary data
Interviews
Surveys
Mails
Telephone
Personal
Online
Ex