英國留學(xué)生市場類dissertation范文：古董公司的市場商業(yè)計劃書5aibao Antique Company Business Plan
1. Abstract/Executive Summary
1。摘要/內(nèi)容提要
1.1 Introduction of 5aibao.com
1.15aibao.com簡介
Zhejiang 5AiBao.com is a culture limited liability company, which provides the network transactions and identification service about the antiques and other arts. The company carries out the new C2B2C operation mode for collectors to provide the online sharing platform with abundant information and transaction security.
浙江5AiBao.com是文化有限責(zé)任公司，它提供的網(wǎng)絡(luò)交易和鑒定服務(wù)的古董和其他藝術(shù)。該公司開展C2B2C新的操作模式，為收藏家提供豐富的信息和交易安全的在線共享平臺。
5AiBao.com’s registered users can sell and buy antiques freely in this network platform. When buyers choose to buy an antique, they will not directly pay the money to sellers, while the trade money is temporarily saved in 5aibao.com, and then the buyers can independently choose to order the antiques’ identification service. After receiving the sellers’ antiques, 5aibao.com appraisal center will invite related experts to identify the antiques, and the appraisal conclusion will be notified to both parties, finally both parties may confirm the trade according to the appraisal conclusion. If the deal is completed, 5aibao.com will deliver the antique to buyers, and pay the money to the sellers. 5AiBao.com collectes appraisal charge and trade commission.
5AiBao.com注冊用戶可以在這個網(wǎng)絡(luò)平臺上自由出售和購買古董。當(dāng)買家選擇購買古董，他們不會直接支付的錢給賣家，而貿(mào)易資金暫時保存在5aibao.com的，那么購房者可以自主選擇訂購古董鑒定服務(wù)。后接收賣家的古玩，將5aibao.com鑒定中心邀請有關(guān)專家確定的古董，雙方將收到的鑒定結(jié)論，最后雙方可能確認(rèn)交易根據(jù)鑒定結(jié)論。如果交易完成，將提供5aibao.com古董買家，賣家付的錢。
1.2 Market feature analysis
1.2.1 Mature international art auction industry http://www.mythingswp7.com/dissertation_writing/Marketing/
French Artprice Research Institute has released “Art Market Trends 2012”. This report shows that in 2012 global art auction amount will reach to 4.15 billion dollar, increasing by 10.2% compared to that in 2011. The annual rate of return of art investment maintains to about 30%, which is a high return (Feagin, 2011).
Fig 1：2004-2011 global art auction mount
Fig 2: 2004-2011 annual return rate of global art investment
1.2.2 China art investment market
From 2007 to 2011 Chinese art turnover respectively is 636 million yuan, 11.39 billion yuan, 3.5 billion yuan, 5.99 billion yuan, 13.408 billion yuan. Just five years it has increased for 22 times. At the same time China has formed three art auction center cities, such as Beijing, Shanghai and Hangzhou. China's per capita GDP in 2003 firstly exceeded more than $1000 to $1090. Art investment market starts (Feagin, 2011).
Fig 3: 2007-2011 China art turnover
In the domestic market of Chinese art market, almost the whole people participate in the art collection and investment. Chinese art collection industry appears to develop in the unprecedented speed. The state policy to the art collection is gradually loosing, domestic auction houses and artwork market rapidly develop. China also sets up a number of organizations for research and exchange. At present the art collection enthusiasts are increasing by 10% to 20% a year (Roy, 2011).
However, too many art collectors join in this market but lack experience and appreciate ability, so the speculators find out the opportunity of fraud, leading to the apprearance of many fake arts in the market. At the same time, there are less ways to identify art collections, a lot of folk organizations’ appraisal ability is limited, if people want museums or archaeological research organizations to identify them, for one thing these organizations do not have this kind of business, even if they provide regular service for the people, neither can satisfy the demand of the art collection lovers. Moreover, there are plenty of ancestral collections, people are not professional buyers and sellers, so it is hard for they to sell or to transfer the arts.
1.3 Operation and management team
The company alters the organizational form according to the different development phases. Because the creative industry’s organization mode needs enough flexiblity, so it needs to stimulate organization innovation.
The general manager of 5aibao.com is LiuLingling, who was born in antique aristocratic family. She is engaged in antique business industry for many years, she has a good reputation in Hangzhou art industry.
At the same time, the supervisor of the 5AiBao Co., LTD. (5aibao. Com) is Hangzhou Wuyue Culture Research Center, so 5aiBao can make use of the advantages of competent expert resources to carry out the cultural relics appraisal service, and this also can be regarded as the unique competitive advantage of 5aibao.com. The company’s fixed appraisal experts include:
l MaoShaoxi, who is the reputation Curator of Zhejiang ancient ceramics museum, he is an archaeological expert.
l LvXianzhen and LiJialin, who are the curators of Zhejiang ancient ceramics museum.
l LinHuadong, who is the president of the collector association of Zhejiang province, and he is the international Liangchu cultural expert.
l ZhuBoqian, who is a celadon expert in Zhejiang provincial bureau of cultural relic.
l HanWenjin, who is an archaeological expert, and also the original director of the cultural relics bureau
l YaoGuifang, who is the original institute director of Hangzhou institute of archaeology.
l YuChongjin, who is a seal cutting expert (West Cold Printing)
1.4 Financial projections
The company’s registered capital is 500000 RMB. At present it has raised 350000 yuan, of which, the team of 5AiBao has invested 315000 RMB, Wuyue Culture Research Society contributes 35000 yuan. 5AIBAO.com is operating very well at present, in order to expand the scope of operation, the company plans to introduce risk investment of 150000 RMB for website technology’s further development.
1.5 Funding requirements and expected returns (why investor should invest)
Preliminary estimating that after the introduction of risk investment, the company will achieve 1.3175 million yuan investment net present value in the future five years, and the dynamic investment recovery period is 3.48 year, connotation return rate will reach as high as 93.24%.
2.The Business and its Strategy
2.1 Operation and development
2.1.1 Team
5AiBao management team is a primarily youth entrepreneurial team, respectively come from Zhejiang province universities, but they have more than one year successful operation B2C e-commerce experience (www.win3g.cn). Team personnel structure is reasonable, and all of them completely have the ability to operate 5AiBao.com.
2.1.2 Intenal division of labor
l 3 perons are responsible for web site planning: XuXun, who majors in the industry and commerce management. LuLingling, the college student, who has two-year experience of antique industry. HuangKuang, who majors in the e-commerce management. These three people are responsible for web site overall planning and function design. XuXun is responsible for team (company) operation, LiuLingling is mainly responsible for contacting with the related industry, while HuangKuang continues to manage win3g.com.
l 3 perons are engaged in webSite procedure development: YanJie, HeYaoLei and HuangZhongQing who major in the management information system, while Huang has the software designer qualification. They are responsible for the architecture of the web site, making sure the group of web site planning scheme program realization, and guarantee the safe and stable operation of the web site.
l 2 people are responbile for the website art designing: XuYingzi and ZhongXiaohui who are from the film and television animation department of China Academy of Art, they have professional knowledge and experience.
2.1.3 development progress
In all the team members’ working day and night, when writing the report in financing (August 2011), the website program group has already completed the Alpha version program development, 95% of the original design functions are already realized, now it is putting in the strain of close beta test. Website art design has been mostly completed. This is to lay the solid foundation foro put into operation on Jan 31th, 2012.
2.1.4 Staff incentives
For the backbone employees who join in 5aibao.com in the initial stage, when they give up a high salary to take basic wages, they can get a certain proportion of one-time shares of the company. For the staff who join in the company in the early three years, each monthly they can get one over twenty four quite standard staffs’ options.
The research and development funds and personnel investment plan (ten thousand yuan) in the future 3 to 5 years (see table 1):
| Year | First year | Second year | Third year | Fourth year | Fifth year |
| Fund investment | 3 | 12 | 25 | 80 | 160 |
| Staff | 3 | 5 | 6 | 8 | 10 |
2.2 Michael Porter's Five Forces Model analysis
Five Force model is proposed by Michael Porter in 1980s. it can effectively analyze the competition environment. Five forces include suppliers’ bargaining power, purchasers’ bargaining power, potential competitors’ enterance, alternatives, competitors (Jarvenpaa, 1999).
2.2.1 Suppliers of art trade and online users
Suppliers of art trade include professional collectors, collecting lovers, ordinary collectors, artists, art identification experts and appraisers, entrepreneurs and business operators of art.
2.2.2 Purchasers’ bargaining power
Ebay and Taobao hold tens of millions of registered users, each have alipay and anfutong online payment tools. But too comprehensive trade types and general deal flow can not adapt to all of the transaction objects (Louis, 1988）, antique is a good example. We find out in taobao and ebay that 95% of the antique tradings are fake (Roy, 2011).
Similar works of art and antique trade needs a large number of professional support (David, Luck, Ferrell, 1985). Obviously a general trading program can not adapt to the complex and varied antique and art deal. Relying on mass of registered users, ebay and taobao in low-cost art (handicraft is more appropriate) will substantially lead 5aibao.com. But because they can't offer high-grade antique trade environment and professional support.
2.2.3 Potential competitors’ enterance
| Type | WEB |
Alxea ranking |
| Comprehensive online trade platform | Ebay | 11 |
| TaoBao | 21 | |
| Art online trade website | trade.artron.net | 3,007 |
| www.mycollect.net | 13,514 | |
| trade.socang.com | 14,444 | |
| www.guaweb.com | 22,047 | |
| www.zhaoonline.com | 17.008 | |
| Art identification website | www.gg-art.com | 8,775 |
| www.chinajdsj.com | 606,491 | |
| www.hytang.com | 1,509,171 |
2.2.4 Alternatives
Entity shops’ antique sales, the auction houses and art galleries are the alternatives of network art trade (Chau, 1988). 5AiBao.com and the industry maintain close cooperation, which make entity shops and galleries enter 5aibao.com as far as possible.
2.2.5 Competitors within the industry
Instead, the existing industry professional competitors bring a great competition, especially in the early stages (Childers, 1972). From the national scale, trade.artron.net is one of the most powerful competitors. As for the art trade on the net, we have to talk about , which is the NO1 of Chinese art online trading platform. But, www.5aibao.com’s experts identified advantage will combine trade and appraisal, which can attract potential buyers and sellers to make the good faith management website, this is that the other competitors don't have.
3. Sales and Marketing
3.1 Target market
5AiBao.com’s initial goal market in China is the collecting art lovers. According to the statistical data of the collector association, it shows that China art collectors have reached to 70 million people. And in the early stage the website’s service object basically is the collectors in Zhejiang province, which is largely caused by China logistics base environment and credit environment.
3.2 Product and service
l Main products:
Ø 5AiBao C2C identification transactions intermediary
Ø 5AiBao experts identification service
Ø 5AiBao consignment sales (objective exhibition hall show)
Ø VIP member exchanging salon
l Auxiliary products:
Ø advertising
Ø information service
3.3 Pricing
Ø 5AiBao C2C appraisal trading intermediary service
1) the first three years online business are free, just charge a 5% commission on successful trades.
2) brokerage fees include taxes, appraisal cost, packing cost, artificial cost, etc
Ø 5AiBao experts identification service
1) charge fees according to different experts’ identification level.
Ø 5aibao.com’s consignment sales (objective exhibition hall shows)
1) charge 10% to 20% of the commission on the successful trade.
Ø VIP member exchanging salon collection
1) members pay an annual fee, charge 5% to 10% of the commission on the successful trades.
3.4 Promotion
The company will send public relations staff to establish cooperation relationship with other provinces and cities’ collection lovers associations. And then we will set up activity website freely for collectors and lovers associations.
4. Financial Forecasts & Requirements
4.1 realistic sales forecasts
The following table provides the realistic sales forecasts in the future 5 years
Unit: ten thousand RMB
|
year project |
The first year | The second year | The third year | The fourth year | The fifth year |
| borkerage income | 0.5 | 5 | 30 | 100 | 200 |
| expert idenficication income | 0.5 | 3 | 10 | 40 | 100 |
| salon income | 0.5 | 5 | 50 | 120 | 300 |
| ads income | 0.5 | 1 | 2 | 10 | 20 |
| Total | 2 | 14 | 92 | 270 | 620 |
Unit: ten thousand RMB
|
year project |
the first year | The second year | The third year | The fourth year | The fifth year |
| direct cost | 3 | 8 | 25 | 80 | 160 |
| sales cost | 5 | 6 | 23 | 56 | 82 |
| management cost | 2 | 4 | 20 | 60 | 80 |
| financial cost | 0.5 | 1 | 2 | 8 | 20 |
| total | 10.5 | 19 | 70 | 204 | 342 |
4.2 cash-flow forecasts/statements
The following table is cash-flow statements in the next five years.
Unit: ten thousand RMB
| period in advance | The first year | The second year | The third year | The fourth year | The fifth year | |
| sales income | 2 | 14 | 92 | 270 | 620 | |
| fixed costs | 6 | 6.14 | 7.28 | 14.37 | 29.31 | 59.95 |
| variable costs | 2 | 4 | 6 | 10 | 15 | |
| profits before tax | -9.64 | -6.78 | 18.63 | 53.69 | 243.05 | |
| tax | 0 | 0 | 0.7293 | 17.7177 | 80.2065 | |
| income after tax | -9.64 | -6.78 | 17.9007 | 35.9723 | 162.9435 | |
| depreciation | 1.14 | 2.28 | 4.37 | 9.31 | 19.95 | |
| net cash flow | -8.5 | -4.5 | 22.27 | 45.2823 | 182.7935 | |
| Present value of net cash flow | -7.73 | -3.72 | 16.72 | 30.93 | 113.51 | |
| accumulative total Present value of net cash flow | -20 | -27.73 | -31.45 | -14.73 | 16.2 | 129.71 |
4.3 profit and loss (P&L)
In this part, a clear indication of how the business will move forward. After summarising the annual P&L forecast/statement for the next five next years.
Unit: ten thousand RMB
|
Year project |
The first year | The second year | The third year | The fourth year | The fifth year |
| 1.sales income | 2 | 14 | 92 | 270 | 620 |
| direct costs | 3 | 8 | 25 | 80 | 160 |
| gross profit | -1 | 6 | 67 | 190 | 460 |
| comprehensive expenses | 7.5 | 11 | 45 | 124 | 182 |
| 2. profits before depreciation | -8.5 | -5 | 22 | 66 | 278 |
| depreciation | 1.14 | 2.28 | 4.37 | 9.31 | 19.95 |
| 3.profits before paying interests | -9.64 | -7.28 | 17.63 | 56.69 | 258.05 |
| financial income/ expenditure | 0 | 0 | -1 | -8 | -27 |
| other income/ expenditure | 0 | 0.5 | 2 | 5 | 12 |
| 4. net margin before tax | -9.64 | -6.78 | 18.63 | 53.69 | 243.05 |
| income tax | 0 | 0 | 0.7293 | 17.7177 | 80.2005 |
| 5. net margin | -9.64 | -6.78 | 19.9007 | 35.9723 | 162.8435 |
Net profits in next five years will grow from -9.64 to 162.8435 ten thousand RMB. This indicates that this plan deserves to invest.
4.4 net present value of investment
NPV = 
NPV =131.75（ten thousand RMB）
NPV=-9.64/1.1+-6.78/1.1/1.1+17.9007/1.1/1.1/1.1+35.9723/1.1/1.1/1.1/1.1+1162.8435/1.1/1.1/1.1/1.1/1.1=131.75（ten thousand RMB）
This project considers the issue of opportunity cost of capital, when I values 10%，which indicates the discount rate.
indicates the original investment amount，
indicates the net cash flow in the K period. And then NPV=131.75（ten thousand RMB），far outweighs the 0.this shows that profitability is good, investment plan is feasible.
4.5 investment payoff period
Through caculating D-value of net cash flow, discount rate, investment amount，investment payoff period is 3.48，investment plan is feasible and applicable.
Payoff period=accumulative net cash’s positive value-1+(non-withdrawl cash/current present value)
（year）
4.6 containing interest rate return
According to cash flow statement, containing interest rate return is caculated as follows：
NPV（IRR）= （IRR indicates containing interest rate return）, that IRR=93.24%, which is larger than capital cost rate 10%.
5. Bibliography
SL Feagin, 2011, Incompatible interpretations of art. Philosophy and Literature, muse.jhu.edu.
Jarvenpaa Tractinsky, Vitale, 1999, Multiple-issue auction and marker algorithms for the World Wide Web, Decision Support Systems, 26 (7): 49-66.
A Roy, 2011, Worlding cities: Asian experiments and the art of being global. Books.google.com
Chau Au, Tam, 1988, Marketing Theory, Evolution and Evaluation, New York: John Wiley& Sons: 120-133.
Childers, M. L, et al, 1972, Marketing Theory and Applications, Chicago, IL: American Marketing Association 3: 431-438.
David. J, Luck. O.C. Ferrell（1985）, marketing strategi and plans（second edition）, prentice Hall, Inc, Eaglewoo, New Jersey.
Louis, W. Stern , Adel. EI-Ansary, （1988）Marketing Channel（third edition）, Prentice Hall, New Jersey,.
Rosenbloom, Bert, 1999, Marketing Channels A Management View. 4th Edition. The Dryden Press, 122-138
