项目开发过程与投资项目评估.1ppt
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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
来自百度文库arket size(市场规模)
……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(
New Entrants
Suppliers
Industry Competitors
Intensity of rivalry
Buyers
Substitute
新进入者的威胁 Threat of New Entrants
Entry barriers(进入障碍 )
Proprietary product differences (产品差别) Brand identity (品牌识别) Switching costs (转移成本) Capital requirement (资本需求) Access to distribution (销售渠道) Absolute cost advantages (绝对成本优势) Government policy (政府政策) Expected retaliation (预期反击)
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
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 1999.5~2002.12 NEW ZEALAND
现状分析 (S.W.O.T)
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)
Relevance? Accurate? Bias?
Primary data
Interviews Surveys
Mails Telephone Personal Online
Experiments Observation
商业环境分析
Business environment analysis
Advantages
Can be more accurate Can be more
comprehensive Cheaper/quicker than
primary data Can avoid unnecessary
primary data collection
Disadvantages
公司简介
目标
1.全面了解项目开发过程 2.明确每一环节的主要工作 3.掌握在项目评估中常用的模型 4.了解投资项目评估的基本方法 5.掌握项目开发过程中必要的商务写
作方法与技巧
项目开发过程
Project development process
项目预案
市场调研
商业环境分析 (S.T.E.P)
行业分析 (Porter’s five forces)
Advanced Diploma of Marketing Management Advanced Diploma of Advertising Management MBA (Waikato University) SHOUTH FRESH-B2B COMPANY
2002.12~ Canadian Overseas Holding Inc
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)
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 a company obtains/ collects specific information relating to its competitive situation for the purposes of making better quality decisions.
S.T.E.P. 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)
行业分析 Industry analysis
PORTER’S FIVE FORCES
并报告调查的结果)
市场调查的主要内容 Key areas for marketing research
来自百度文库arket size(市场规模)
……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(
New Entrants
Suppliers
Industry Competitors
Intensity of rivalry
Buyers
Substitute
新进入者的威胁 Threat of New Entrants
Entry barriers(进入障碍 )
Proprietary product differences (产品差别) Brand identity (品牌识别) Switching costs (转移成本) Capital requirement (资本需求) Access to distribution (销售渠道) Absolute cost advantages (绝对成本优势) Government policy (政府政策) Expected retaliation (预期反击)
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
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 1999.5~2002.12 NEW ZEALAND
现状分析 (S.W.O.T)
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)
Relevance? Accurate? Bias?
Primary data
Interviews Surveys
Mails Telephone Personal Online
Experiments Observation
商业环境分析
Business environment analysis
Advantages
Can be more accurate Can be more
comprehensive Cheaper/quicker than
primary data Can avoid unnecessary
primary data collection
Disadvantages
公司简介
目标
1.全面了解项目开发过程 2.明确每一环节的主要工作 3.掌握在项目评估中常用的模型 4.了解投资项目评估的基本方法 5.掌握项目开发过程中必要的商务写
作方法与技巧
项目开发过程
Project development process
项目预案
市场调研
商业环境分析 (S.T.E.P)
行业分析 (Porter’s five forces)
Advanced Diploma of Marketing Management Advanced Diploma of Advertising Management MBA (Waikato University) SHOUTH FRESH-B2B COMPANY
2002.12~ Canadian Overseas Holding Inc
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)
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 a company obtains/ collects specific information relating to its competitive situation for the purposes of making better quality decisions.
S.T.E.P. 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)
行业分析 Industry analysis
PORTER’S FIVE FORCES