1 目 录 第一章 执行总述····························································3 第二章 项目分析····························································5 项目背景····························································5 项目可行性分析······················································6 第三章 产品或服务介绍······················································8 产品定义····························································8 公司主要服务介绍····················································8 服务特点····························································9 第四章 市场分析···························································12 市场描述····························································12 目标市场分析························································13 预期前期市场份额····················································15 对市场份额和销售量增长的估计········································15 第五章 竞争分析····························································18 市场定位····························································18 行业竞争分析························································20 与竞争对手的优劣势分析··············································21 SWOT 市场竞争分析···················································23 第六章 公司战略····························································24 公司发展目标························································24 总体战略····························································24 发展战略····························································26 第七章 营销策略····························································27 品牌策略·····························································27 价格策略····························································29 促销策略····························································31 广告策略····························································32 第八章 财务分析····························································33 财务说明····························································33 初期资本结构························································33 销售预测····························································35 融资方案····························································36 2

财务分析····························································36 第九章 公司介绍····························································40 公司简介····························································40 公司股权结构························································43 投入的资金及用途····················································43 公司规章制度························································44 公司组织对外关系····················································46 第十章 企业架构及管理体系··················································46 企业组织架构（初期）·················································46 企业组织架构（中后期）···············································48 公司管理····························································49 创新机制····························································50 第十一章 项目风险解决方案················································51 企业将面临的风险····················································51 预防对策····························································52 第十二章 撤出机制···························································52 创业板上市··························································52 整体转让····························································52 向战略者或者第三者转让··············································53 MBO分析·····························································53 创业者回购股份······················································53 清算································································53 退出决策····························································54 附录： 附录1调查问卷······························································55 附录2公司章程······························································57 3

第一章 执行总述 ——本执行总述旨在让客户迅速了解**有限责任公司及其各方面的情况。 一、公司 杭州**有限责任公司位于浙江省杭州市西湖区号，是一家以提供服务为主营业务方向，采用高级自动售货机方式与杭城公交公司、机械公司、食品公司合作的企业，致力于打破现有的陈旧销售模式。有限责任公司名称来源convenience（方便；便捷），这正是我们自动售货服务的创办宗旨，为广大消费群体带去便利，让生活随处可见。至真至诚，方便你我他！当然公司在致力于追求经济效益的同时更注重企业行为的环保和高效，同时提倡使用先进的科学技术为人们的生活保驾护航。 **有限责任公司业务坐定西湖，扎根杭城，立足浙江，展望全国。前期会在杭州中心地段西湖区上市，以这部分人流高密度地区为市场突破口，逐步推广到整个杭州市，中期再在上海、北京、天津等大城市相继实施，继而占领沿海大中城市，最后在全国范围内达到一定的覆盖率。

二、市场 随着信息技术的发展和经济水平的提高，人们在消费观念、消费方式方面的转变以及对生活品质的追求也日新月异。目前，我国许多大中城市已经成为自动售货机的新兴市场，未来潜力及发展方向必将日益为有关厂商关注，全新的自动售卖机运营和服务模式已经来临。通过打造智能自动售卖平台，传统的自动售货机现在可以支持多种交易支付模式，如现金、银行卡、储值卡、代金卡等，并能实现较大金额的支付和交易结算，从而使消费过程更加安全和便利。 再者中国的市场广阔，人口巨大，对零售食品以及饮料的需求量巨大，因此自动售货机代理和销售市场也就随着金融危机的过去而将迅猛发展。上海是中国乃至亚洲最为发达的城市之一，自动售货业的在中国发展潜力不可估量。对生活在京、沪、穗等大都市的人们来讲，自动售货机并不陌生。1999年，它开始进