文档介绍：项目开发过程与
投资项目评估
月标

作方法与技巧
项月开发过程
Project development process
市场调研
商业环境分析
行业分析
现状分析
(STE P
(Porter's five forces)
S W..T
行性分」
商业计划
项月预案 Proposa/
Project description(项目综述)
a Background information/ Statement of problem
Project detail
Goals and objectives(目标)
Method(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)
方场调查
Marketing Research
Definition
The process by which a company obtains,
collects specific information relating to its
competitive 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)■ Customer satisfaction
■ Market trends
(顾客满意度
(市场趋势)
Competitor activities
■ Market potentia
竞争者活动)
(市场潜力)
Competitor
a Company brand/image
performance
公司品牌/形象)
(竞争者表现)
■ Customer behaviour
Wider business
(顾客行为)
environment
Customer needs/wants
(商业大环境)
(顾客需求)
二手资料和一手资料
Secondary Data and Primary data
Secondary data
Primary data
u Advantages
Interviews
Can be more accurate
J Can be more
Surveys
comprehensive
Mails
Cheaper/quicker than
u elephone
primary data
Personal
Can avoid unnecessary
primary data collection
nline
■ Disadvantages
■ Experiments
Relevance?
a Observation
Accurate
Bias?
南业环境分析
Business environment analysis
model
social factors(社会因素)
Technological factors(技术因素)
Economic factors(经济因素)
Political factors(政策因素)ks吸
行业分析
Industry analysis
PORTERS FIVE FORCES
New Entrants
S
Competitors
uppliers
Buvers
I