概
１１商业计划书目
·美国证券市场直接融资
·快速复制现独特商业模式公司成全球独具特色快速成长企业
１２公司介绍
广州市中石油化工限公司（China Merchants Petroleum & Chemicals Co LtdCMPC）成立九九七年二月隶属原国家贸委中实业开发公司1999年完成脱钩改制公司注册资民币5060万元注册址 广州市黄埔区中山道塘口路段279号营业执注册号4401012014672企业类型限责公司中石化总部设广州市深圳珠海东莞分注册成立分公司公司政府专家广客户支持关心业已电子商务供应链理服务油品供应技术引进开发等领域拓展卓成效公司商业品牌中石化注册商标汇通咭（China express card商标证号1988069）公司创立汇通加油卡运营台国家版权局评审取国家知识产权登记认证（登记号：2004SR12833）公司质量理通ISO90012000认证（认证号：00706Q10143ROM）公司评广东省信示范单位公司网址：www22230666com
１３公司业务
中公司（CMPC）营业务汇通加油卡功运营台综合服务营运范围包括加油站提供客户资源客户理车辆供油垫付加油资金信息理结算服务银行提供拥车辆优质客户银行卡增值服务中国银联（China Unionpaya national organiztionis similar to Visa or Master）创建具行业特色银行卡POS机专台该台服务市场珠三角体现已辐射广东省全境该台建立协议特约加油站1000家已成功发行银行中联名银行卡（China express card）合作银行5家持卡终端客户车辆15万台种功资源整合台运营模式类似中国携程(Ctrip)e龙(elong)行业跨度资源整合深度更加优携程e龙
中公司（CMPC）营业务港海船舶供油(bunker supplier)服务区域包括中国海港口
中公司（CMPC）年销售收入超10亿元民币
１４行业市场概览
济快速发展推动目前中国物流市场需求现代物流业均已进入快速增长时代全社会物流总额预计达38万亿元年增幅30％左右现代物流产业提供配套基础设施建设物流技术装备网络信息物流资金理体现行业分割开发滞行业均致力建立套更成熟ERP（企业资源规划）系统缺乏行业供应链理集成整合利
中国政府遵WTO承诺已2006年12月全面放开石油产品市场国外石油公司正中国加紧建设物流基础设施建立油品分销网络国现供销商形成
局局面车辆加油行业竞争价格服务转变整合金融行业信息行业加油站争夺终端车辆客户关键
车辆加油运输物流行业供应链理重容该供应链理迫切需通集成加油供应链实现车辆动态控制资金成控制国家样目前中国市场油品供应商仅提供单品牌IC加油卡缺乏涵盖供油商网络服务信息服务银行金融服务
家银行争发银行卡中国银联POS卡环境区消费水原家银行均出现卡钱少交易量低银行卡理成高车族银行卡追寻高端客户托车辆加油供应链台推进银行卡消费链银行卡资金供应链佳集成
中国银联银行卡POS系统公性安全性求限制卡环境深度发挥损失网络信息优势利通加油站银联POS系统软件专开发进行数挖掘加油站运输物流车辆银行提供专供应链信息中国银联改善POS台重突破
中公司中国市场唯家加油站车辆银行银联中集成异业供应链服务成功企业全球市场属领先运营模式
１５公司核心竞争力
１５１首创集成行业供应链服务形成汇通加油卡功运营台该台获国家知识产权登记（登记号：2005SR01889）取法律保护避免简单模仿易出现竞争手
１５２构筑超垄断供应网络通优选组建包括中石化(China Petroleum & Chemical Corporation SINOPEC)中石油(PetroChina Company LimitedPetroChina)两集团属加油站供油网络品牌油品资源供应商整合品牌――中石化汇通卡（China express card）区域型集团资源供应商油站群仅汇通卡油站网络部分规避型集团单竞争
１５３首创油品超市发挥客户群优势委托物流形式实现集团采购效压资源供应商价格适优惠游客户中公司较高利润水形成企业市场中核心竞争力
１６优势
１６１资源优势
（1）银联资源优势：中国银联政策规定台机商户收银台设置部适家银行卡刷卡结算POS机汇通卡（China express card）特约加油站安装银联POS机权属中公司直接联接中公司银行账户加油站业设定中公司POS机企业包括加油站均重复设置
（2）银行资源优势：中国企业银行联合发行银行卡必须政府银监部门严厉审核监中公司已取包括交通银行深圳发展银行中国民生银行广东发展银行广东农村信联社５家银行成功合作招商银行中国农业银行等6家合作文件已签署陆续发行中公司加油卡业务中众银行合作资源优势体现整合客户客户服务优势尤根家银行信贷政策业务特点中公司安排调度满足客户加油款项融资需求加油站油品资源供应商法实现银行资源优势中公司高速发展源动力
１６２品牌优势
精密设计精心维护中公司汇通加油卡（China express card）品牌已取强劲市场效应汇通卡Logo深入心金融行业银行否中公司发行联名加油卡衡量银行卡否取高端消费客户汽车加油行业加油站否已成中公司特约供应商户衡量油站否取优质客户车辆客户中汽车加油否中公司汇通加油卡衡量车否已取中公司银行双重认品牌优势中公司获强发展劲
１６3扩张优势
商业模式复制性强易快速扩张目前种模式珠三角区运行华南区长三角中原华北环渤海湾物流集散均未涉留巨发展空间
１６4相垄断优势
相垄断中公司（CMPC）进行产品商业模式设计中核心目标方面种商业模式复制具排性成品油终端市场仅允许设置台POS机加商业模式行业整合复杂性知识产权受保护竞争手复制难简单模仿方面客户接受汇通卡（China express card）消费行事实锁定汇通卡供应链网络种结构服务链客户放弃选择机会携程(Ctrip)e龙(elong)商业模式较种模式更具
相垄断优势
1 ７财务预测
单位：万元
2007年
2008年
2009年
2010年
2011年
2012年
2013年
销售收入
180000
270000
350000
420000
500000
550000
610000
销售成
110000
160000
210000
250000
300000
330000
370000
营费
30000
40000
50000
58000
70000
75000
85000
理费
30000
50000
60000
70000
75000
85000
90500
财务费
1500
5000
7000
7000
7000
7000
7000
利润总额
8500
15000
23000
35000
48000
53000
58000
二商业模式介绍
２１产品服务介绍
中公司营产品汇通加油卡产品设计集石油供应金融服务网络技术物流理四领域体囊括成品油终端市场物流资金流信息流完整供应链理服务
汇通加油卡（China express card）种印中公司LOGO标记银行联名发行银行卡简称汇通卡种专银行卡两账户普通银行账户普通存取款消费般银行卡区专账户通银行系统锁定台干台POS机消费支取现金系统锁定外POS机消费两账户间授权转帐充值独立运中公司正利种专联名卡特殊功客户持卡加油时加油站该卡中公司出具油品提货单客户该卡中公司购油刷卡结算中公司持卡客户提供包括融资结算监报账充值等增值服务
２２营运模式
（1）设计供应链网络单分散加油站特约商户形式通银联POS机网络连接起形成中公司供应链网络：游客户中石化(SINOPEC)中石油(PETROLCHINA)批量购油公司客户（车辆）公司加油卡（相提单）油站通专POS机刷卡加油（提货）油站天专POS机报表汇数总抵减中公司库存量中公司月POS机汇总报表油单位结算货款样商品加油站流客户卡预付资金专POS机流公司账户油款月结算完成商品流资金流双循环形成公司采购客户付款提货完整供应链相关数信息采集
（2）设计服务链针成品油消费诸环节中衍生出服务需求客户提供服务：
融资服务
A 银行直接客户信贷需限制加油支付中公司理台配合银行监控
B 中公司授信（赊账）中公司加油卡预存定数额资金客户持卡加油先油付款月结算次卡资金低某界值时中公司理台控制系统会动提示充值公司提示清单收单账户资金转卡充值循环
监控服务
A 消费程全程监控理中公司汇通加油卡营运台系统动记录油单位消费时间点油品数量单价金额车牌号等信息车型分析历史分析等处理异常理台提示异常消费输送油站银行踪处理实时
事监控查询
B 车辆运行程全程监控理中公司中国联通合作部分高端集团客户营运车辆免费安装GPS全球定位系统确保油单位理层车辆运行程实时事监控理
结算服务
公司集团客户实行集中四统结算服务：中公司集团客户集中月结票清算统代司机印发票统结算统报表统充值司机需加油—刷卡走填单开票付款报账充值类繁琐工作统统交中公司集中处理解决司机加油繁报账难问题避免众司机分散报账客户财务部门带工作压力理漏洞减轻财务部门工作负担利理司机油单位省事省心
（3）开发相应台技术支持系统—汇通卡供应链网络集成台种系统设计满足银联POS机网络数接动完成供应链数采集分类
（4）产品设计市场推广银行联合设计种销售载体—汇通卡确保种产品满足限供应链服务链功需求
２３盈利模式
（1）直接利润：源供应链理批零价差体现公司账面利润现金收益
（2）间接利润：源客户提供差异化服务包括融资回报降低客户交易成实现客户价值增值利润分配体现客户凝聚力号召力终通供应链台实现价值转换
I General
11 The purpose of the business plan
Direct financing at the American securities business
Reproducing the current unique business mode and making the company a global fastgrowing enterprise
12 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 Economics and Trade In 1999 the restructure was completed The registry capital is 5006 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 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 supplychain management service oil product supply
and technology introducing and developing Brand name is China Merchants Petroleum & Chemicals Co LtdCMPC 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 Bureau and received the state property right register authentication (the registered number is 2004SR12833) The quality management system has passed the authentication of ISO 90012000 (the authentication number is 00706Q10143ROM) The company is appraised as the model credit standing company in Guangdong Province The website of the company is wwww22230666com
13 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 management for gas stations providing petroleum for vehicles providing oncredit payment for gasfilling 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 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 China Express Card of BankChina Merchants successfully There are 150000 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 business 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 billion RMB
14 Review of Trade and Market
With 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 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 integrating 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 network in China Thus the domestic and overseas suppliers are appearing in Chinese market and service becomes a critical factor in the gasfilling trade competition instead of price Integrating financial and information trade is important in competing for more terminal automobile customers
Gasfilling 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 gasfilling supply chain Like other countries nowadays the oil product suppliers in Chinese market can only provide IC gasfilling 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 money 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 gasfilling supply chain platform
Due to the requirement on utility and security of Unionpay POS card the cardusing environment is limited and is losing the reuse 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 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
15 the 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
Establishing the monopolized supply chain network selecting and reorganizing the gas stations subjected to China Petroleum & Chemical Corporation SINOPEC and PetroChina Company LimitedPetroChina integrating oil products of different brands into a single brand China Express Card Make the 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 supplier’s price effectively Providing the favored prices to the terminal users China Merchants Petroleum and Chemicals Co Lit (CMPC) founds its core competition by higher profit margin
16 The Main Advantages
Information advantages
(1) Unionpay information advantages China Unionpay stipulates that One cash register One POS ie 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 Chemicals 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 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 Agriculture Credit Society
The cooperation contracts with six more banks such as Commercial Bank China Agriculture Bank etc are issuing respectively In the gasfilling business of China Merchants Petroleum and Chemicals Co Lit (CMPC) the advantages of integrating the customers and customer service 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 oil product supplier Bank resource advantages are the motive for rapid growth of China Merchants Petroleum and Chemicals Co Lit (CMPC)
Brand Advantages
With deliberate design and maintenance China Express Card of China Merchants Petroleum and Chemicals Co Lit (CMPC) has gain visible market effect The logo of China Express Card goes deeply in people’s minds In financial field banks take issuing China Express Card as the standard of gaining highlevel clients in the field of gasfilling gas stations take being contracted suppliers as the standard of gaining high grade customers among the 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 Advantages
The 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
Comparatively monopolistic Advantages
The 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 the 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 structures make the customers have to give up other choices Compared with the business mode of Ctrip and elong this mode has monopolistic advantages
17 Financial Budget
unit：10000Yuan
2007
2008
2009
2010
2011
2012
2013
sales revenue
180000
270000
350000
420000
500000
550000
610000
Sales cost
110000
160000
210000
250000
300000
330000
370000
Running expenses
30000
40000
50000
58000
70000
75000
85000
Overhead expenses
30000
50000
60000
70000
75000
85000
90500
Financing expenses
1500
5000
7000
7000
7000
7000
7000
Total profit
8500
15000
23000
35000
48000
53000
58000
II Business Mode
21 introduction of products and services
The main product of China 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 information 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 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 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 Petroleum and Chemicals Co Lit (CMPC) provides additional services for the customers with cards including financing account settling supervising reimbursing and recharging etc
22 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 China Merchants Petroleum and Chemicals Co Lit (CMPC) Ie buy oil from highend customers SINOPEC and PETROCHINA in batch Customers (the vehicles) fill the car (pick up goods) at gas stations by China Express Card (bill of lading) through the special POS every gas station reduces the stocks in
China Merchants Petroleum and Chemicals Co Lit (CMPC) based on the report made by POS everyday China Merchants Petroleum and Chemicals Co Lit (CMPC) settles account for each oil consumption unit according to the POS report Therefore the product flows from gas station to the customers the prepaid capital flows from POS to the company account Accounts will be settled once a month realizing the twoway flow of goods and capital The complete supply chain from company purchase to customer payment and related data collecting are realized
(2) Design the service chain Providing the following services according to the service requirement deriving from many stages in finished oil consumption
[Financing Service]
A Banks provide loan for the clients directly and supervise the limitary filling payment with CMPC
B CMPC accepts credit CMPC deposit a certain amount of money in the card to facilitate the customers filling The account can be settled once a month after consumption When the deposit in the card is lower than the minimum the management platform control system of CMPC will prompt recharging automatically CMPC will transfer the corresponding amount of money in the customers’ bank accounts into the card according to the list The whole procedure will be repeated
[Supervising service]
A The supervising of the whole consumption process CMPC China Express Card operation platform system will record consumption time place type amount price total sum and platenumber etc automatically After the car type and record analysis if there is any abnormality the system will prompt abnormal consumption and send the record to gas stations and banks for the followup processing Supervising and inquiry can be real time or after the event
B supervising and managing for the whole driving process Cooperating with China Unionpay CMPC installs GPS free of charge for some group customers
in order to ensure that the customers managing department can realize the real time or afterwards supervising for the operating vehicles
[Account Settling Service]
(3) CMPC provides the following account settling service for the group customers CMPC settles the account for the group customers once a month print receipt settle account produce report forms and recharge the card for drivers The things rivers need to do is filling – sliding the card and that is all Filling the forms making out an invoice (receipt) paying reimbursing and recharging can be left for CMPC to deal This will simplify the perplexing procedure of filling and reimbursing and avoid great pressure and management fault of financial department brought by individual reimbursement This will facilitate the management and save a lot of trouble or the staff of financial department drivers and customer units
(4) product design and marketing Design a distribution carrier – China Express Card with China Unionpay and ensure this card can meet and not limited to all the above functional demand of supply chain and service chain
23 payoff mode
(1) Direct profit from supply chain differential earnings between the wholesale price and retail price in the form of profit or cash earnings in the statement of account
(2) Indirect profit from diverse services for the customers including financing return lowing the dealing cost for customers realizing the profit distribution after customer value increment Through the supply chain platform realize the value transferring and embody the cohesive and rallying force towards customers
文档香网(httpswwwxiangdangnet)户传
《香当网》用户分享的内容，不代表《香当网》观点或立场，请自行判断内容的真实性和可靠性！
该内容是文档的文本内容，更好的格式请下载文档
１１商业计划书目
·美国证券市场直接融资
·快速复制现独特商业模式公司成全球独具特色快速成长企业
１２公司介绍
广州市中石油化工限公司（China Merchants Petroleum & Chemicals Co LtdCMPC）成立九九七年二月隶属原国家贸委中实业开发公司1999年完成脱钩改制公司注册资民币5060万元注册址 广州市黄埔区中山道塘口路段279号营业执注册号4401012014672企业类型限责公司中石化总部设广州市深圳珠海东莞分注册成立分公司公司政府专家广客户支持关心业已电子商务供应链理服务油品供应技术引进开发等领域拓展卓成效公司商业品牌中石化注册商标汇通咭（China express card商标证号1988069）公司创立汇通加油卡运营台国家版权局评审取国家知识产权登记认证（登记号：2004SR12833）公司质量理通ISO90012000认证（认证号：00706Q10143ROM）公司评广东省信示范单位公司网址：www22230666com
１３公司业务
中公司（CMPC）营业务汇通加油卡功运营台综合服务营运范围包括加油站提供客户资源客户理车辆供油垫付加油资金信息理结算服务银行提供拥车辆优质客户银行卡增值服务中国银联（China Unionpaya national organiztionis similar to Visa or Master）创建具行业特色银行卡POS机专台该台服务市场珠三角体现已辐射广东省全境该台建立协议特约加油站1000家已成功发行银行中联名银行卡（China express card）合作银行5家持卡终端客户车辆15万台种功资源整合台运营模式类似中国携程(Ctrip)e龙(elong)行业跨度资源整合深度更加优携程e龙
中公司（CMPC）营业务港海船舶供油(bunker supplier)服务区域包括中国海港口
中公司（CMPC）年销售收入超10亿元民币
１４行业市场概览
济快速发展推动目前中国物流市场需求现代物流业均已进入快速增长时代全社会物流总额预计达38万亿元年增幅30％左右现代物流产业提供配套基础设施建设物流技术装备网络信息物流资金理体现行业分割开发滞行业均致力建立套更成熟ERP（企业资源规划）系统缺乏行业供应链理集成整合利
中国政府遵WTO承诺已2006年12月全面放开石油产品市场国外石油公司正中国加紧建设物流基础设施建立油品分销网络国现供销商形成
局局面车辆加油行业竞争价格服务转变整合金融行业信息行业加油站争夺终端车辆客户关键
车辆加油运输物流行业供应链理重容该供应链理迫切需通集成加油供应链实现车辆动态控制资金成控制国家样目前中国市场油品供应商仅提供单品牌IC加油卡缺乏涵盖供油商网络服务信息服务银行金融服务
家银行争发银行卡中国银联POS卡环境区消费水原家银行均出现卡钱少交易量低银行卡理成高车族银行卡追寻高端客户托车辆加油供应链台推进银行卡消费链银行卡资金供应链佳集成
中国银联银行卡POS系统公性安全性求限制卡环境深度发挥损失网络信息优势利通加油站银联POS系统软件专开发进行数挖掘加油站运输物流车辆银行提供专供应链信息中国银联改善POS台重突破
中公司中国市场唯家加油站车辆银行银联中集成异业供应链服务成功企业全球市场属领先运营模式
１５公司核心竞争力
１５１首创集成行业供应链服务形成汇通加油卡功运营台该台获国家知识产权登记（登记号：2005SR01889）取法律保护避免简单模仿易出现竞争手
１５２构筑超垄断供应网络通优选组建包括中石化(China Petroleum & Chemical Corporation SINOPEC)中石油(PetroChina Company LimitedPetroChina)两集团属加油站供油网络品牌油品资源供应商整合品牌――中石化汇通卡（China express card）区域型集团资源供应商油站群仅汇通卡油站网络部分规避型集团单竞争
１５３首创油品超市发挥客户群优势委托物流形式实现集团采购效压资源供应商价格适优惠游客户中公司较高利润水形成企业市场中核心竞争力
１６优势
１６１资源优势
（1）银联资源优势：中国银联政策规定台机商户收银台设置部适家银行卡刷卡结算POS机汇通卡（China express card）特约加油站安装银联POS机权属中公司直接联接中公司银行账户加油站业设定中公司POS机企业包括加油站均重复设置
（2）银行资源优势：中国企业银行联合发行银行卡必须政府银监部门严厉审核监中公司已取包括交通银行深圳发展银行中国民生银行广东发展银行广东农村信联社５家银行成功合作招商银行中国农业银行等6家合作文件已签署陆续发行中公司加油卡业务中众银行合作资源优势体现整合客户客户服务优势尤根家银行信贷政策业务特点中公司安排调度满足客户加油款项融资需求加油站油品资源供应商法实现银行资源优势中公司高速发展源动力
１６２品牌优势
精密设计精心维护中公司汇通加油卡（China express card）品牌已取强劲市场效应汇通卡Logo深入心金融行业银行否中公司发行联名加油卡衡量银行卡否取高端消费客户汽车加油行业加油站否已成中公司特约供应商户衡量油站否取优质客户车辆客户中汽车加油否中公司汇通加油卡衡量车否已取中公司银行双重认品牌优势中公司获强发展劲
１６3扩张优势
商业模式复制性强易快速扩张目前种模式珠三角区运行华南区长三角中原华北环渤海湾物流集散均未涉留巨发展空间
１６4相垄断优势
相垄断中公司（CMPC）进行产品商业模式设计中核心目标方面种商业模式复制具排性成品油终端市场仅允许设置台POS机加商业模式行业整合复杂性知识产权受保护竞争手复制难简单模仿方面客户接受汇通卡（China express card）消费行事实锁定汇通卡供应链网络种结构服务链客户放弃选择机会携程(Ctrip)e龙(elong)商业模式较种模式更具
相垄断优势
1 ７财务预测
单位：万元
2007年
2008年
2009年
2010年
2011年
2012年
2013年
销售收入
180000
270000
350000
420000
500000
550000
610000
销售成
110000
160000
210000
250000
300000
330000
370000
营费
30000
40000
50000
58000
70000
75000
85000
理费
30000
50000
60000
70000
75000
85000
90500
财务费
1500
5000
7000
7000
7000
7000
7000
利润总额
8500
15000
23000
35000
48000
53000
58000
二商业模式介绍
２１产品服务介绍
中公司营产品汇通加油卡产品设计集石油供应金融服务网络技术物流理四领域体囊括成品油终端市场物流资金流信息流完整供应链理服务
汇通加油卡（China express card）种印中公司LOGO标记银行联名发行银行卡简称汇通卡种专银行卡两账户普通银行账户普通存取款消费般银行卡区专账户通银行系统锁定台干台POS机消费支取现金系统锁定外POS机消费两账户间授权转帐充值独立运中公司正利种专联名卡特殊功客户持卡加油时加油站该卡中公司出具油品提货单客户该卡中公司购油刷卡结算中公司持卡客户提供包括融资结算监报账充值等增值服务
２２营运模式
（1）设计供应链网络单分散加油站特约商户形式通银联POS机网络连接起形成中公司供应链网络：游客户中石化(SINOPEC)中石油(PETROLCHINA)批量购油公司客户（车辆）公司加油卡（相提单）油站通专POS机刷卡加油（提货）油站天专POS机报表汇数总抵减中公司库存量中公司月POS机汇总报表油单位结算货款样商品加油站流客户卡预付资金专POS机流公司账户油款月结算完成商品流资金流双循环形成公司采购客户付款提货完整供应链相关数信息采集
（2）设计服务链针成品油消费诸环节中衍生出服务需求客户提供服务：
融资服务
A 银行直接客户信贷需限制加油支付中公司理台配合银行监控
B 中公司授信（赊账）中公司加油卡预存定数额资金客户持卡加油先油付款月结算次卡资金低某界值时中公司理台控制系统会动提示充值公司提示清单收单账户资金转卡充值循环
监控服务
A 消费程全程监控理中公司汇通加油卡营运台系统动记录油单位消费时间点油品数量单价金额车牌号等信息车型分析历史分析等处理异常理台提示异常消费输送油站银行踪处理实时
事监控查询
B 车辆运行程全程监控理中公司中国联通合作部分高端集团客户营运车辆免费安装GPS全球定位系统确保油单位理层车辆运行程实时事监控理
结算服务
公司集团客户实行集中四统结算服务：中公司集团客户集中月结票清算统代司机印发票统结算统报表统充值司机需加油—刷卡走填单开票付款报账充值类繁琐工作统统交中公司集中处理解决司机加油繁报账难问题避免众司机分散报账客户财务部门带工作压力理漏洞减轻财务部门工作负担利理司机油单位省事省心
（3）开发相应台技术支持系统—汇通卡供应链网络集成台种系统设计满足银联POS机网络数接动完成供应链数采集分类
（4）产品设计市场推广银行联合设计种销售载体—汇通卡确保种产品满足限供应链服务链功需求
２３盈利模式
（1）直接利润：源供应链理批零价差体现公司账面利润现金收益
（2）间接利润：源客户提供差异化服务包括融资回报降低客户交易成实现客户价值增值利润分配体现客户凝聚力号召力终通供应链台实现价值转换
I General
11 The purpose of the business plan
Direct financing at the American securities business
Reproducing the current unique business mode and making the company a global fastgrowing enterprise
12 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 Economics and Trade In 1999 the restructure was completed The registry capital is 5006 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 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 supplychain management service oil product supply
and technology introducing and developing Brand name is China Merchants Petroleum & Chemicals Co LtdCMPC 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 Bureau and received the state property right register authentication (the registered number is 2004SR12833) The quality management system has passed the authentication of ISO 90012000 (the authentication number is 00706Q10143ROM) The company is appraised as the model credit standing company in Guangdong Province The website of the company is wwww22230666com
13 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 management for gas stations providing petroleum for vehicles providing oncredit payment for gasfilling 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 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 China Express Card of BankChina Merchants successfully There are 150000 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 business 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 billion RMB
14 Review of Trade and Market
With 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 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 integrating 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 network in China Thus the domestic and overseas suppliers are appearing in Chinese market and service becomes a critical factor in the gasfilling trade competition instead of price Integrating financial and information trade is important in competing for more terminal automobile customers
Gasfilling 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 gasfilling supply chain Like other countries nowadays the oil product suppliers in Chinese market can only provide IC gasfilling 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 money 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 gasfilling supply chain platform
Due to the requirement on utility and security of Unionpay POS card the cardusing environment is limited and is losing the reuse 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 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
15 the 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
Establishing the monopolized supply chain network selecting and reorganizing the gas stations subjected to China Petroleum & Chemical Corporation SINOPEC and PetroChina Company LimitedPetroChina integrating oil products of different brands into a single brand China Express Card Make the 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 supplier’s price effectively Providing the favored prices to the terminal users China Merchants Petroleum and Chemicals Co Lit (CMPC) founds its core competition by higher profit margin
16 The Main Advantages
Information advantages
(1) Unionpay information advantages China Unionpay stipulates that One cash register One POS ie 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 Chemicals 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 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 Agriculture Credit Society
The cooperation contracts with six more banks such as Commercial Bank China Agriculture Bank etc are issuing respectively In the gasfilling business of China Merchants Petroleum and Chemicals Co Lit (CMPC) the advantages of integrating the customers and customer service 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 oil product supplier Bank resource advantages are the motive for rapid growth of China Merchants Petroleum and Chemicals Co Lit (CMPC)
Brand Advantages
With deliberate design and maintenance China Express Card of China Merchants Petroleum and Chemicals Co Lit (CMPC) has gain visible market effect The logo of China Express Card goes deeply in people’s minds In financial field banks take issuing China Express Card as the standard of gaining highlevel clients in the field of gasfilling gas stations take being contracted suppliers as the standard of gaining high grade customers among the 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 Advantages
The 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
Comparatively monopolistic Advantages
The 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 the 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 structures make the customers have to give up other choices Compared with the business mode of Ctrip and elong this mode has monopolistic advantages
17 Financial Budget
unit：10000Yuan
2007
2008
2009
2010
2011
2012
2013
sales revenue
180000
270000
350000
420000
500000
550000
610000
Sales cost
110000
160000
210000
250000
300000
330000
370000
Running expenses
30000
40000
50000
58000
70000
75000
85000
Overhead expenses
30000
50000
60000
70000
75000
85000
90500
Financing expenses
1500
5000
7000
7000
7000
7000
7000
Total profit
8500
15000
23000
35000
48000
53000
58000
II Business Mode
21 introduction of products and services
The main product of China 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 information 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 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 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 Petroleum and Chemicals Co Lit (CMPC) provides additional services for the customers with cards including financing account settling supervising reimbursing and recharging etc
22 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 China Merchants Petroleum and Chemicals Co Lit (CMPC) Ie buy oil from highend customers SINOPEC and PETROCHINA in batch Customers (the vehicles) fill the car (pick up goods) at gas stations by China Express Card (bill of lading) through the special POS every gas station reduces the stocks in
China Merchants Petroleum and Chemicals Co Lit (CMPC) based on the report made by POS everyday China Merchants Petroleum and Chemicals Co Lit (CMPC) settles account for each oil consumption unit according to the POS report Therefore the product flows from gas station to the customers the prepaid capital flows from POS to the company account Accounts will be settled once a month realizing the twoway flow of goods and capital The complete supply chain from company purchase to customer payment and related data collecting are realized
(2) Design the service chain Providing the following services according to the service requirement deriving from many stages in finished oil consumption
[Financing Service]
A Banks provide loan for the clients directly and supervise the limitary filling payment with CMPC
B CMPC accepts credit CMPC deposit a certain amount of money in the card to facilitate the customers filling The account can be settled once a month after consumption When the deposit in the card is lower than the minimum the management platform control system of CMPC will prompt recharging automatically CMPC will transfer the corresponding amount of money in the customers’ bank accounts into the card according to the list The whole procedure will be repeated
[Supervising service]
A The supervising of the whole consumption process CMPC China Express Card operation platform system will record consumption time place type amount price total sum and platenumber etc automatically After the car type and record analysis if there is any abnormality the system will prompt abnormal consumption and send the record to gas stations and banks for the followup processing Supervising and inquiry can be real time or after the event
B supervising and managing for the whole driving process Cooperating with China Unionpay CMPC installs GPS free of charge for some group customers
in order to ensure that the customers managing department can realize the real time or afterwards supervising for the operating vehicles
[Account Settling Service]
(3) CMPC provides the following account settling service for the group customers CMPC settles the account for the group customers once a month print receipt settle account produce report forms and recharge the card for drivers The things rivers need to do is filling – sliding the card and that is all Filling the forms making out an invoice (receipt) paying reimbursing and recharging can be left for CMPC to deal This will simplify the perplexing procedure of filling and reimbursing and avoid great pressure and management fault of financial department brought by individual reimbursement This will facilitate the management and save a lot of trouble or the staff of financial department drivers and customer units
(4) product design and marketing Design a distribution carrier – China Express Card with China Unionpay and ensure this card can meet and not limited to all the above functional demand of supply chain and service chain
23 payoff mode
(1) Direct profit from supply chain differential earnings between the wholesale price and retail price in the form of profit or cash earnings in the statement of account
(2) Indirect profit from diverse services for the customers including financing return lowing the dealing cost for customers realizing the profit distribution after customer value increment Through the supply chain platform realize the value transferring and embody the cohesive and rallying force towards customers
文档香网(httpswwwxiangdangnet)户传
《香当网》用户分享的内容，不代表《香当网》观点或立场，请自行判断内容的真实性和可靠性！
该内容是文档的文本内容，更好的格式请下载文档