X网络科技有限公司户外媒体即时交易网络项目的商业计划书

摘要

According to Advertising Market and Media Research Report of China in 2011 recently releasedby CHRM (Charm Communications Inc.), in 2011, the total advertising revenue was ￥680.855billion with 14.5％ of annual growth rate that was higher than the 9.2％ in GDP.Among the revenue,the TV media advertising was ￥510.033 billion and occupied 74％ of total advertising market while,with steady increase, the revenue of broadcast, newspapers and magazines, and outdoor media etc.was ￥170.822.Conservatively, it was esti(m)ated that the revenue of outdoor media could be ￥43billion in 2011.Moreover, it was predicted that the advertising market could increase by 11％ in 2012,which may have broad market space.
　　Currently, there are about 69,000 advertising corporations in China, which control around 80％ ofthe total outdoor advertise resources in terms of the statistics from China Advertising Association; andthe extreme decentralization of outdoor advertising resources lead to such a result that advertiserscannot operate successfully in regional scale and national networked outdoor media.Some largecompanies that are specializing in capital operation, such as TOM Outdoor, JCDecaux China, do notinvolve in outdoor media integration services yet because that the outdoor media especially in the roadand the street advertising facilities are restricted by various of local regulation which probably causesome risk to those companies.
　　In view of the contradiction between supply and demand mentioned above, The (X) NetworkTechnology Co.LTD established the 123 Media Nets in 2006, which depends on national outdooradvertising resources database.Based on the transaction flat, 123 Media Nets can help themedia-operator solve the problems of media-selling, provide the advertisers professional suggestionsabout advertising operation and solution of one-stop precise outdoor media operation for advertisers.So far, it has offered the value of ￥15 billion information-release management and sales services ofoutdoor media to more than 10,000 media member of 123 Media Nets.Moreover, more than 200 mediahave become strategic alliances with 123 Media Nets.Consequently, under the perfect corporationgovernance construction, the performance has been improved rapidly.
　　In the thesis, many theories such as business plan theory, competitive strategy theory, marketingmanagement theory, financial management theory and other related theory are used to analyze currentsituation and development potential in future of this corporation and project.Internally, the objectiveof the thesis is to identify the weakness and strength of 123 Media Nets in order to make appropriateguideline and executive plan; and externally, the purposes of the thesis are to show the value andpotential of 123 Media Nets to venture investment organizations, arouse their attention and approvaland attract their investment on this project.
　　For this purpose, this business plan of the project has carried out the marketing strategy not onlybased on the summary and the overall introduction, but also from characteristics of products, marketsegment, marketing channels and other aspects of the project.Finally, the model of 'consultants +transaction platform + tracking assessment' has been concluded, which is a personalized advertisingfor the whole cycle service plan model of development.

目录

ABSTRACT

Contents

1．0 Executive Summary

Introduction

1．1 Objectives

1．2 Keys to Success

1．3 Mission

2．0 Company Summarv

2．1 Start-up Summary

Chart：Start-up

Table：Start-up

2．2 Company Ownership

3．0 Services

4．0 Market Analysis Summary

4．1 Market Segmentation

Chart：Market Analysis(Pie)

1 Table：Market Analysis

4．2 Service Business Analysis

4．2．1 Competition and Buying Patterns

5．0 Strategy and Implementation Summary

5．1 Marketing Strategy

5．2 Sales Strategy

5．2．1 Sales Forecast

6．0 Management Summary

1．6．1 Personnel

1 Table：Personnel

7．0 Financial Plan

7．1 Important Assumptions

1 Table：General Assumptions

7．2 Break-even Analysis

Chart：Break-even Analysis

Table：Break-even Analysis

7．3 Projected Cash Flow

Table：Cash Flow

7．4 Projected Profit and Loss

Chart：Profit Monthly

Chart：Profit Yearly

Chart：Gross Margin Monthly

Chart：Gross Margin Yearly

Table：Profit and Loss

7．5 Projected Balance Sheet

1 Table：Balance Sheet

7．6 Business Ratios

Table：Ratios

Table：Sales Forecast

Table：Pesonnel

Table：General Assumptions

Table：Proflt and loss

Reference

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