最新廣州市中經石油化工有限公司商業(yè)計劃書

1、一、概要.本商業(yè)計劃書的目的·在美國證券市場直接融資·快速復制現(xiàn)有獨特的商業(yè)模式，使公司成為全球獨具特色的快速成長企業(yè)。.公司介紹廣州市中經石油化工有限公司（China Merchants Petroleum & Chemicals Co., Ltd.，CMPC）成立于一九九七年二月，隸屬原國家經貿委中經實業(yè)開發(fā)公司，1999年完成脫鉤改制。公司注冊資本人民幣5060萬元，注冊地址: 廣州市黃埔區(qū)中山大道塘口路段279號，營業(yè)執(zhí)照注冊號:4401012014672，企業(yè)類型為有限責任公司。中經石化總部設于廣州市，并在深圳、珠海和東莞分別注冊成立了分公司。公司在政府、

2、專家和廣大客戶的支持和關心下，業(yè)已在電子商務、供應鏈管理服務、油品供應以及技術引進和開發(fā)等領域的拓展卓有成效。公司的商業(yè)品牌是“中經石化”，注冊商標為“匯通咭”（China express card,商標證號1988069）。公司創(chuàng)立的匯通加油卡運營平臺經國家版權局評審，取得了國家知識產權登記認證（登記號：2004SR12833）。公司質量管理通過了ISO9001:2000的認證（認證號：00706Q10143ROM）。公司被評為廣東省信用示范單位。公司網址：.公司業(yè)務中經公司（CMPC）的主營業(yè)務是“匯通加油卡多功能運營平臺”綜合服務，營運范圍包括為加油站提供客戶資源和客戶管理；為車輛供油、

3、墊付加油資金及信息管理、結算服務；為銀行提供擁有車輛的優(yōu)質客戶和銀行卡的增值服務；為中國銀聯(lián)（China Unionpay,a national organiztion,is similar to Visa or Master）創(chuàng)建具有行業(yè)特色的銀行卡POS機專用平臺。該平臺服務市場以珠三角為主體，現(xiàn)已輻射廣東省全境。該平臺建立了有協(xié)議的特約加油站1000多家，已成功發(fā)行“銀行-中經”聯(lián)名銀行卡（China express card）的合作銀行共5家，持卡終端客戶車輛15萬臺。這種多功能資源整合平臺的運營模式類似中國的攜程(Ctrip)和e龍(elong)，但其行業(yè)跨度和資源整合的深度更加優(yōu)于

4、攜程和e龍。中經公司（CMPC）的主營業(yè)務還有為到港的海上船舶供油(bunker supplier)，服務區(qū)域包括中國沿海各港口。中經公司（CMPC）的年銷售收入超過10億元人民幣。.行業(yè)與市場概覽在經濟快速發(fā)展的推動下，目前，中國的物流市場需求和現(xiàn)代物流業(yè)均已進入快速增長的時代。全社會物流總額預計達到38萬億元，年增幅在30左右。但是，為現(xiàn)代物流產業(yè)提供配套的基礎設施建設、物流技術與裝備、網絡與信息、物流資金與管理體現(xiàn)的是行業(yè)分割和開發(fā)滯后，各行業(yè)均致力于建立一套更成熟的ERP（企業(yè)資源規(guī)劃）系統(tǒng)，但缺乏對不同行業(yè)供應鏈管理的集成、整合和再利用。中國政府遵照WTO的承諾，已于2006年12月

5、全面放開石油產品市場，一些國外石油公司正在中國加緊建設物流基礎設施，建立油品分銷網絡，與國內現(xiàn)有供銷商形成了多局的局面，車輛加油行業(yè)的競爭將由價格向服務轉變。整合金融行業(yè)、信息行業(yè)將是加油站爭奪終端車輛客戶的關鍵。車輛加油是運輸物流行業(yè)供應鏈管理的重要內容，該供應鏈管理迫切需要通過集成加油供應鏈，實現(xiàn)車輛的動態(tài)控制和資金成本控制。與其它國家一樣，目前中國市場的油品供應商僅能提供單一品牌的IC加油卡，缺乏涵蓋其它供油商的網絡服務、信息服務和銀行金融服務。各家銀行爭發(fā)銀行卡，但是由于中國銀聯(lián)POS的用卡環(huán)境和地區(qū)消費水平的原因，使各家銀行均出現(xiàn)“卡多、錢少”，交易量低，銀行卡管理成本高。“有車一族

6、”是銀行卡追尋的高端客戶。依托車輛加油供應鏈平臺，推進銀行卡消費鏈是銀行卡資金供應鏈的最佳集成。中國銀聯(lián)銀行卡POS系統(tǒng)由于其公用性和安全性的要求，限制了用卡環(huán)境的深度發(fā)揮，損失了網絡信息優(yōu)勢的再利用。通過對加油站銀聯(lián)POS系統(tǒng)軟件的專用開發(fā)，進行數據挖掘，為加油站、運輸物流車輛、銀行提供專用供應鏈信息是中國銀聯(lián)改善POS平臺的重要突破。中經公司是中國市場唯一一家在加油站、車輛、銀行、銀聯(lián)中集成異業(yè)供應鏈服務的成功企業(yè)，在全球市場也屬領先的運營模式。.公司核心競爭力.首創(chuàng)集成不同行業(yè)供應鏈服務，形成“匯通加油卡多功能運營平臺”，該平臺獲得國家知識產權登記（登記號：2005SR01889），取得

7、法律保護，避免被簡單模仿，不易出現(xiàn)競爭對手。.構筑超壟斷供應網絡，通過優(yōu)選組建包括中石化(China Petroleum & Chemical Corporation, SINOPEC)、中石油(PetroChina Company Limited，PetroChina)兩大集團所屬加油站的供油網絡，把不同品牌的油品資源供應商整合為同一品牌“中經石化匯通卡”（China express card）。在同一區(qū)域，使任何大型集團資源供應商的油站群也僅是匯通卡油站網絡的一部分。規(guī)避了大型集團的單一競爭。.首創(chuàng)“油品超市”。發(fā)揮客戶群的優(yōu)勢，以委托物流的形式實現(xiàn)集團采購，有效打壓資源供應商的價

8、格，在適當優(yōu)惠下游客戶后，中經公司又以較高的利潤水平形成了企業(yè)在市場中的核心競爭力。.主要優(yōu)勢.資源優(yōu)勢（1）銀聯(lián)資源優(yōu)勢：中國銀聯(lián)政策規(guī)定“一臺一機”，即一商戶收銀臺只能設置一部適用各家銀行卡刷卡結算的POS機。匯通卡（China express card）特約加油站安裝的銀聯(lián)POS機權屬中經公司，并直接聯(lián)接中經公司的銀行賬戶。加油站業(yè)經設定中經公司POS機，則其他企業(yè)包括加油站所有人均不得重復設置。（2）銀行資源優(yōu)勢：在中國，企業(yè)與銀行聯(lián)合發(fā)行銀行卡必須經過政府銀監(jiān)部門嚴厲的審核、監(jiān)管，中經公司已取得包括交通銀行、深圳發(fā)展銀行、中國民生銀行、廣東發(fā)展銀行和廣東農村信用聯(lián)社共家銀行的成功合作

9、，還有招商銀行、中國農業(yè)銀行等共6家的合作文件已簽署，即將陸續(xù)發(fā)行。在中經公司的加油卡業(yè)務中，眾多的銀行合作資源優(yōu)勢體現(xiàn)在整合客戶和對客戶服務的優(yōu)勢，尤其根據各家銀行不同信貸政策和業(yè)務特點，由中經公司安排調度滿足客戶加油款項融資的不同需求，這是任何加油站或油品資源供應商所無法實現(xiàn)的。銀行資源優(yōu)勢是中經公司高速發(fā)展的源動力。.品牌優(yōu)勢經過精密設計、精心維護，中經公司的“匯通”加油卡（China express card）品牌已取得了強勁的市場效應，匯通卡Logo深入人心。在金融行業(yè)，銀行以是否與中經公司發(fā)行聯(lián)名加油卡來衡量其銀行卡是否取得高端消費客戶；在汽車加油行業(yè)，加油站以是否已成為中經公司特

10、約供應商戶來衡量其油站是否取得優(yōu)質客戶；在車輛客戶中，汽車加油以是否使用中經公司匯通加油卡來衡量車主是否已取得中經公司與銀行的雙重認可。品牌優(yōu)勢使中經公司獲得了強大的發(fā)展后勁。.3擴張優(yōu)勢商業(yè)模式自我可復制性強、易于快速擴張，目前這種模式還只在珠三角地區(qū)運行，華南其它地區(qū)、長三角、中原、華北及環(huán)渤海灣物流集散地均未涉及，這就留下了巨大的發(fā)展空間。.4相對壟斷優(yōu)勢相對壟斷是中經公司（CMPC）進行產品商業(yè)模式設計中的核心目標，一方面，這種商業(yè)模式的復制具有排它性。因為成品油終端市場僅允許設置一臺POS機，加上商業(yè)模式多行業(yè)整合的復雜性以及知識產權受到保護，使競爭對手既不能復制，也很難簡單模仿。另

11、一方面，客戶只要接受了“匯通卡”（China express card），其消費行為事實上就被鎖定在匯通卡供應鏈網絡之內，各種結構的服務鏈使客戶不得不放棄其他的再選擇的機會，與攜程(Ctrip)和e龍(elong)的商業(yè)模式比較，這種模式更具相對壟斷優(yōu)勢。1. 財務預測單位：萬元2007年2008年2009年2010年2011年2012年2013年銷售收入180000270000350000420000500000550000610000銷售成本110000160000210000250000300000330000370000經營費用30000400005000058000700007500

12、085000管理費用30000500006000070000750008500090500財務費用1500500070007000700070007000利潤總額8500150002300035000480005300058000二、商業(yè)模式介紹.產品及服務介紹中經公司的主營產品是匯通加油卡，產品的設計集石油供應、金融服務、網絡技術、物流管理四大領域于一體，囊括成品油終端市場的物流、資金流和信息流的完整供應鏈管理服務。 匯通加油卡（China express card），是一種印有中經公司LOGO標記與銀行聯(lián)名發(fā)行的銀行卡，簡稱“匯通卡”。這種專用的銀行卡有兩個賬戶，一是普通銀行賬戶，可用于普

13、通的存取款和消費，與一般的銀行卡并無區(qū)別；另一個是專用賬戶，可通過銀行系統(tǒng)鎖定在一臺或若干臺POS機上消費，不能支取現(xiàn)金或在系統(tǒng)鎖定之外的POS機消費。兩個賬戶之間經授權可轉帳充值，又可獨立運用。中經公司正是利用這種專用聯(lián)名卡的特殊功能，使客戶在持卡加油時，對加油站該卡就是中經公司出具的油品“提貨單”，對客戶該卡則是向中經公司購油刷卡結算。中經公司對持卡客戶提供包括融資、結算、監(jiān)管、報賬、充值等增值服務。.營運模式（1）設計供應鏈網絡。把單個的、分散的加油站以特約商戶的形式，通過銀聯(lián)的POS機網絡連接起來，從而形成中經公司的供應鏈網絡。即：向上游客戶中石化(SINOPEC)、中石油(PETRO

14、LCHINA)批量購油，公司客戶（車輛）憑公司的加油卡（相當于提單）到各油站，通過專用POS機刷卡加油（提貨）。各油站每天依據專用POS機報表匯數總抵減中經公司的庫存量；中經公司每月憑POS機匯總報表向各用油單位結算貨款。這樣，商品從加油站流向客戶，卡內預付資金從專用POS機流向公司賬戶，油款按月結算，完成了商品流和資金流的雙向循環(huán)。從而形成從公司采購到客戶付款提貨的完整供應鏈以及相關數據信息的采集。（2）設計服務鏈。針對成品油消費諸多環(huán)節(jié)中衍生出來的服務需求，向客戶提供以下服務：【融資服務】A、 銀行直接向客戶信貸，需要限制加油支付的由中經公司管理平臺配合銀行監(jiān)控。B、 中經公司授信（賒賬）

15、，中經公司在加油卡內預存一定數額的資金，客戶持卡加油，先用油后付款，每月結算一次，當卡內資金低于某臨界值時，中經公司的管理平臺控制系統(tǒng)會自動提示充值，公司依據提示清單將收單賬戶資金轉往卡內充值，如此循環(huán)。【監(jiān)控服務】A、 消費過程的全程監(jiān)控管理。中經公司“匯通加油卡營運平臺”系統(tǒng)自動記錄用油單位消費時間、地點、油品、數量、單價、金額、車牌號等信息，經過車型分析、歷史分析等處理后，如有異常，管理平臺將提示異常消費，并輸送給油站、銀行跟蹤處理。實時或事后監(jiān)控查詢。B、 車輛運行過程的全程監(jiān)控管理。中經公司與中國聯(lián)通合作，為部分高端集團客戶營運車輛免費安裝GPS全球定位系統(tǒng)，確保用油單位管理層對車輛

16、運行過程的實時或事后監(jiān)控管理?！窘Y算服務】公司對集團客戶實行“一集中、四統(tǒng)一”的結算服務，即：中經公司與集團客戶集中月結、一票清算；統(tǒng)一代替司機打印發(fā)票，統(tǒng)一結算，統(tǒng)一報表，統(tǒng)一充值。司機只需“加油刷卡”，即可一走了之。把填單、開票、付款、報賬、充值這類繁瑣的工作統(tǒng)統(tǒng)交給中經公司去集中處理。既解決了司機“加油繁、報賬難”的問題，又避免了眾多司機分散報賬給客戶財務部門帶來的工作壓力和管理漏洞，減輕了財務部門的工作負擔又利于管理，司機和用油單位省事又省心。（3）開發(fā)相應的后臺技術支持系統(tǒng)“匯通卡供應鏈網絡集成平臺”。這種系統(tǒng)設計能滿足與銀聯(lián)POS機網絡數據對接并自動完成供應鏈數據采集與分類。（4）

17、產品設計與市場推廣。與銀行聯(lián)合設計一種銷售載體“匯通卡”，并確保這種產品能滿足但又不限于以上供應鏈和服務鏈的所有功能需求。.盈利模式（1）直接利潤：來源于供應鏈管理的批零價差，體現(xiàn)為公司的賬面利潤或現(xiàn)金收益；（2）間接利潤：來源于為客戶提供的差異化服務，包括融資回報和降低客戶交易成本、實現(xiàn)客戶價值增值后的利潤分配。體現(xiàn)為對客戶的凝聚力和號召力，最終通過供應鏈平臺實現(xiàn)價值轉換。I. General 1.1. The purpose of the business planDirect financing at the American securities businessReproducing

18、 the current unique business mode, and making the company a global fast-growing enterprise. 1.2. Company Introduction China Merchants Petroleum & Chemicals Co. Ltd., CMPC was founded in February, 1997, subjected to the China Merchants industry development company of the former Committee of Econo

19、mics and Trade. In 1999 the restructure was completed. The registry capital is 50.06 million Yuan. Registry address: 279 Tangkou Section Zhongshan Road Huangpu District Guangzhou City. License number is 4401012014672. Type of enterprise: Limited Corporation. The headquarter of the China Merchants is

20、 located at Guangzhou city, and branches were established in Shenzhen, Zhuhai and Dongguan. With the support and concern of government, experts and all the customers, the company has made great achievement in the fields of Electric Business, supply-chain management service, oil product supply, and t

21、echnology introducing and developing. Brand name is “China Merchants Petroleum & Chemicals Co., Ltd.，CMPC”, registered trade mark is China Express Card, trademark license number is 1988069. The China Express Card operation platform invented by the company was appraised by the State Copyright Bur

22、eau, and received the state property right register authentication (the registered number is 2004SR12833). The quality management system has passed the authentication of ISO 9001:2000 (the authentication number is 00706Q10143ROM). The company is appraised as the model credit standing company in Guan

23、gdong Province. The website of the company is .1.3. The business scope of China Merchants Petroleum and Chemicals Co. Lit (CMPC) includes the comprehensive services of “China Express Card multifunctional operation platform”, the operation scope includes providing customer information and customer ma

24、nagement for gas stations; providing petroleum for vehicles; providing on-credit payment for gas-filling, information management and account settling services; providing bank account recharging service for the credible customers with automobile; establishing the customized platform for POS of China

25、Unionpay (a national organization, which is similar to Visa or Master) bank card. This platform serves the market surrounded Zhu River Delta, which is radiating to Guangdong Province today. This platform established over 1000 contracted gas stations, and there are five cooperating banks which issued

26、 China Express Card of “Bank-China Merchants” successfully. There are 150,000 vehicles with China Express Card. Such operating mode with multifunctional integrated information platform is similar to Ctrip and elong, but its trade span and integrating depth is better than Ctrip and elong. The busines

27、s scope of China Merchants Petroleum and Chemicals Co. Lit (CMPC) also includes providing bunker supplier for the shipping arrived at ports, the service area includes all the ports along the China sea. The annual revenue of China Merchants Petroleum and Chemicals Co. Lit (CMPC) is more than 1 billio

28、n RMB. 1.4. Review of Trade and MarketWith the rapid development of economy, today, the demand in logistic market of China and modern logistic filed are entering a fast growing age. The total amount of logistic operation reaches 3800 billion RMB, with annual growth of 30%. However, the corresponding

29、 facilities, logistic technique and equipment, network and information, logistic capital and management serving for logistic lag behind the development, and all the trades are segmented. All the trades are devoted to establishing a maturer ERP (Enterprise Resource Planning), but they lack the integr

30、ating, conforming and reutilizing of the supply chain of all trades.Conforming to the promise of WTO, Chinese government has developed oil product market in December, 2006 in full scale. Some foreign oil companies are accelerating in the establishing logistic infrastructure, oil product selling netw

31、ork in China. Thus the domestic and overseas suppliers are appearing in Chinese market, and service becomes a critical factor in the gas-filling trade competition instead of price. Integrating financial and information trade is important in competing for more terminal automobile customers. Gas-filli

32、ng for vehicles is a very important content in transporting logistic supply chain management. The supply chain is crying for dynamic automobile control and cost control through integration gas-filling supply chain. Like other countries, nowadays, the oil product suppliers in Chinese market can only

33、provide IC gas-filling card for one brand oil, lacking network, information and bank financial services for other oil providers. All the banks are competed to issue bank cards, but due to the low consuming capacity of Unionpay POS card using area, the phenomenon of “excessive cards, insufficient mon

34、ey” appeared. The trade amount is low, while the bank card managing cost is high. “Car owners” are the ideal customers pursuing by the banks. The best integrating plan is promoting the bank car consuming chain relying on the gas-filling supply chain platform. Due to the requirement on utility and se

35、curity of Unionpay POS card, the card-using environment is limited, and is losing the re-use of network information advantage. The crucial breakthrough of Unionpay POS platform is digging data, providing special supply chain information for the gas stations, transporting logistic vehicles and banks

36、through the Unionpay POS system software development. China Merchants Petroleum and Chemicals Co. Lit (CMPC) is the sole enterprise which provides supply chain in different trades like gas stations, vehicles, banks and Unionpay. This is an advanced operating mode even in the global market. 1.5. the

37、Core Competition of the Company Providing supply chain of different trades, “China Express Card multifunctional operation platform” received the state property right register authentication (the registered number is 2005SR01889) and is protected by the law. Thus avoid easy imitation and competitors.

38、 Establishing the monopolized supply chain network, selecting and reorganizing the gas stations subjected to China Petroleum & Chemical Corporation, SINOPEC, and PetroChina Company Limited，PetroChina, integrating oil products of different brands into a single brand - China Express Card. Make the

39、 gas station groups of any oil supplying oligarch part of the China Express Card network, thus avoid the unitary competition of the oligarch. Invent “oil products supermarket”. Take full advantage of the customer network, realize group purchase through logistic, thus reduce the suppliers price effec

40、tively. Providing the favored prices to the terminal users, China Merchants Petroleum and Chemicals Co. Lit (CMPC) founds its core competition by higher profit margin. 1.6. The Main AdvantagesInformation advantages(1) Unionpay information advantages: China Unionpay stipulates that “One cash register

41、, One POS”, i.e. a commercial cash register can only connect with one POS for account settling. The contracted Unionpay POS for China Express Card is subjected to China Merchants Petroleum and Chemicals Co. Lit (CMPC), and connects directly with the bank account of China Merchants Petroleum and Chem

42、icals Co. Lit (CMPC). Once the POS of China Merchants Petroleum and Chemicals Co. Lit (CMPC) is equipped for one gas station, other enterprises including all the staff of the gas station has no right to reset. (2) Bank resource advantages: in China, the cooperative issue of bank cards by enterprises

43、 and banks must be strictly audited and supervised by government bank supervision department. China Merchants Petroleum and Chemicals Co. Lit (CMPC) has cooperated successfully with five banks: Transport Bank, Shenzhen Development Bank, China Minsheng Bank, Guangdong Development Bank and Guangdong A

44、griculture Credit Society. The cooperation contracts with six more banks such as Commercial Bank, China Agriculture Bank. etc. are issuing respectively. In the gas-filling business of China Merchants Petroleum and Chemicals Co. Lit (CMPC), the advantages of integrating the customers and customer ser

45、vice embody the advantages of cooperating with banks. Especially China Merchants Petroleum and Chemicals Co. Lit (CMPC) can meet different financing requirement of customers based on different credit policies and business features of different banks, which can not be realized by any gas station or o

46、il product supplier. Bank resource advantages are the motive for rapid growth of China Merchants Petroleum and Chemicals Co. Lit (CMPC). Brand AdvantagesWith deliberate design and maintenance, China Express Card of China Merchants Petroleum and Chemicals Co. Lit (CMPC) has gain visible market effect

47、. The logo of China Express Card goes deeply in peoples minds. In financial field, banks take issuing China Express Card as the standard of gaining high-level clients; in the field of gas-filling, gas stations take being contracted suppliers as the standard of gaining high grade customers; among the

48、 automobile customers, they take using China Express Card as the standard of being accredited by both China Merchants Petroleum and Chemicals Co. Lit (CMPC) and banks. The brand advantages provide great driving force for China Merchants Petroleum and Chemicals Co. Lit (CMPC). Expansion AdvantagesThe

49、 business mode can be easily self reproduced, and facilitates rapid expansion. Today, this mode is only operated in Zhu River Delta, other places such as South China area, Yangzi River Delta, Middle China, North China and Bohai Bay have not been involved, thus leaving a vast development space. Compa

50、ratively monopolistic AdvantagesThe main target of China Merchants Petroleum and Chemicals Co. Lit (CMPC) business model, one the one hand, the business mode has the exclusiveness as far as reproducing is concerned. Because only one POS is allowed in the finished oil product market, additionally, th

51、e complexity of integrating all trades business mode and property right protection, make it impossible to reproduce and simulate. On the other hand, the customers accepted China Express Card only, their consumption is limited with the supply chain network of this card. The supply chain of various st

52、ructures make the customers have to give up other choices. Compared with the business mode of Ctrip and elong, this mode has monopolistic advantages. 1.7. Financial Budget unit：10000Yuan2007200820092010201120122013sales revenue180000270000350000420000500000550000610000Sales cost110000160000210000250

53、000300000330000370000Running expenses30000400005000058000700007500085000Overhead expenses30000500006000070000750008500090500Financing expenses1500500070007000700070007000Total profit8500150002300035000480005300058000II. Business Mode 2.1 introduction of products and servicesThe main product of China

54、 Merchants Petroleum and Chemicals Co. Lit (CMPC) is China Express Card, the design of the product integrated petroleum supply, financial service, network technology and logistic, including the complete supply chain management service of logistic for finished oil terminal market, capital flow and in

55、formation flow. China Express Card is a bank card printed with logo of China Merchants Petroleum and Chemicals Co. Lit (CMPC), issued with the cooperation with banks. It is abbreviated to CEC. This special card has two accounts, one is common bank account, used for regular deposit and withdrawal and

56、 consumption, like usual bank cards; the other is special account, which can be used at one or several POS through bank system, and can not be used for drawing money or on the POS not set by the system. Transferring and recharging is allowed between the two accounts, and they can be used separately.

57、 China Merchants Petroleum and Chemicals Co. Lit (CMPC) takes the advantage of the special function of this card. For gas stations, this card is the “bill of lading” of China Merchants Petroleum and Chemicals Co. Lit (CMPC) ; for customers, this card is a way of account settling. China Merchants Pet

58、roleum and Chemicals Co. Lit (CMPC) provides additional services for the customers with cards, including financing, account settling, supervising, reimbursing and recharging, etc. 2.2 operation mode (1) Design the supply chain network. In the form of contracted business partner, connect single, dispersed gas stations to create the supply chain network of Chi