项目开发过程与投资评估(ppt22).pptx

项目开发过程与投资项目评估目 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)现状分析(S.W.O.T)可行性分析商业计划实施项目预案 ProposalProject description(项目综述)Background information/ Statement of problemProject 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 ResearchDefinition 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 processDefine 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 researchMarket 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 DataSecondary dataAdvantages Can be more accurateCan be more comprehensiveCheaper/quicker than primary dataCan avoid unnecessary primary data collectionDisadvantagesRelevance?Accurate?Bias?Primary dataInterviewsSurveysMailsTelephonePersonalOnlineExperimentsObservation商业环境分析Business environment analysisS.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 analysisPORTER’S FIVE FORCESNew EntrantsIndustry CompetitorsIntensity of rivalrySuppliersBuyersSubstitute新进入者的威胁Threat of New EntrantsEntry 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 requirem