市中經(jīng)石油化工有限公司商業(yè)計劃書

1、市中經(jīng)石油化工有限公司商業(yè)計劃書【最新資料，WOR文檔，可編輯】一、概要1 . 1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)。1 . 2公司介紹廣州市中經(jīng)石油化工有限公司（Chi na Mercha nts Petroleum & Chemicals Co., Ltd. ,CMPC成立于一九九七年二月，隸屬原國家經(jīng)貿(mào)委中經(jīng)實業(yè)開發(fā)公司，中經(jīng)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、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

2、業(yè)品牌是“中經(jīng)石化”，注冊商標為“匯通咭” （Chi na express card,商標證號1988069）。公司創(chuàng)立的匯通加油卡運營平臺經(jīng)國家版權局評審，取得了國家知識產(chǎn)權登記 認證（登記號：2004SR12833。公司質(zhì)量管理通過了 09001:2000的認證（認證號： 00706Q10143ROM。公司被評為廣東省信用示范單位。1 . 3公司業(yè)務中經(jīng)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、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(zhì)客戶和銀行卡的 增值服務；為中國銀聯(lián)（China Unio

3、npay,a nationalorga niztio n,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(jīng)”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)于攜程和 e龍。中經(jīng)公司（CMPC的主營業(yè)務還有為到港的海上船舶供油（bunker supplier ），

4、服務區(qū)域 包括中國沿海各港口。中經(jīng)公司（CMPC的年銷售收入超過10億元人民幣。1 . 4行業(yè)與市場概覽在經(jīng)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(chǎn)業(yè)提供 配套的基礎設施建設、物流技術與裝備、網(wǎng)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勺承諾，已于2006年12月全面放開石油產(chǎn)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(wǎng)

5、絡，與國內(nèi)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(zhuǎn)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(nèi)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(wǎng)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勺用卡環(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?！坝熊囈蛔濉笔倾y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

6、銀行卡資金供應鏈的最佳集成。中國銀聯(lián)銀行卡POSS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(wǎng)絡信息優(yōu)勢的再利用。通過對加油站銀聯(lián)POSS統(tǒng)軟件的專用開發(fā)，進行數(shù)據(jù)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(jīng)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。1 . 5公司核心競爭力1 . 5 . 1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(chǎn)權登記(登記號：2005SR01889，取得法律保護，避免被簡單模仿，不易出現(xiàn)競爭

7、對手。1 . 5 . 2構筑超壟斷供應網(wǎng)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(wǎng)絡，把不同品牌的油品資源供應商整合為同一品牌一一“中經(jīng)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(wǎng)絡的一部分。規(guī)避了大型 集團的單一競爭。1 . 5 . 3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

8、供應商的價格，在適當優(yōu)惠下游客戶后，中經(jīng)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。1 . 6主要優(yōu)勢1 . 6. 1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(jīng)公司，并直接聯(lián)接中經(jīng)公司的銀行賬戶。 加油站業(yè)經(jīng)設定中經(jīng)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(jīng)過政府銀監(jiān)部門嚴厲的審核、監(jiān)管，中經(jīng)公司已取得包括 交通銀行、深圳發(fā)展銀行、中國 民生銀

9、行、廣東發(fā)展銀行和 廣東農(nóng)村信用聯(lián)社共5家銀行的成功合作，還有招商銀行、中國農(nóng)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(jīng)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(jù)各家銀行不同信貸政策和業(yè)務特點，由中經(jīng)公司安排調(diào)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(jīng)公司高速發(fā)展的源動力。1 . 6. 2品牌優(yōu)勢經(jīng)過精密設計、精心維護，中經(jīng)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(jīng)公司發(fā)行 聯(lián)名加油卡來衡

10、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(jīng)公司特約供應商戶來衡量其油站是否取得優(yōu)質(zhì)客戶； 在車輛客戶中，汽車加油以是否使 用中經(jīng)公司匯通加油卡來衡量車主是否已取得中經(jīng)公司與銀行的雙重 認可。品牌優(yōu)勢使中經(jīng) 公司獲得了強大的發(fā)展后勁。1 . 6 .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。1 . 6 .4相對壟斷優(yōu)勢相對壟斷是中經(jīng)公司(CMPC進行產(chǎn)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

11、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(chǎn)權受到保護，使競爭對手既不能復制，也很難簡單模仿。另一方面，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(wǎng)絡之內(nèi)，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. 7財務預測單位：萬元20072008 年2009 年2010 年2011 年20122013年年年銷售收入180000270000350000420000500000550000610000銷售成110001600002

12、100002500003000003300037000本000經(jīng)營費30000400005000058000700007500085000用管理費30000500006000070000750008500090500用財務費1500500070007000700070007000用利潤總8500150002300035000480005300058000額、商業(yè)模式介紹2.1產(chǎn)品及服務介紹中經(jīng)公司的主營產(chǎn)品是匯通加油卡，產(chǎn)品的設計集石油供應、金融服務、網(wǎng)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

13、 )，是一種印有中經(jīng)公司LOG(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(jīng)授權可 轉(zhuǎn)帳充值，又可獨立運用。中經(jīng)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(jīng)公司出具的油品“提貨單”，對客戶該卡則是向中經(jīng)公司購油刷卡 結算。中經(jīng)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。2. 2營運模式（1）設計供應鏈網(wǎng)絡。把單個的、分

14、散的加油站以特約 商戶的形式，通過銀聯(lián)的poS網(wǎng)絡連接起來，從而形成中經(jīng)公司的供應鏈網(wǎng)絡。即：向 上游客戶中石化（SINOPEC、中石油 （PETROLCHINA）量購油，公司客戶（車輛）憑公司的加油卡（相當于提單）至U各油站，通過 專用POS機刷卡加油（提貨）。各油站每天依據(jù)專用POS機報表匯數(shù)總抵減中經(jīng)公司的庫存量； 中經(jīng)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(nèi) 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(shù)據(jù)信息的采集。（2）設計服務鏈。針對成品油消費諸多

15、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(jīng)公司管理平臺配合銀行監(jiān)控。B、中經(jīng)公司授信（賒賬），中經(jīng)公司在加油卡內(nèi)預存一定數(shù)額的資金，客戶持卡 力時由，先用油后付款，每月結算一次，當卡內(nèi)資金低于某臨界值時，中經(jīng)公司 的管理平臺控制系統(tǒng)會自動提示充值，公司依據(jù)提示清單將收單賬戶資金轉(zhuǎn)往 卡內(nèi)充值，如此循環(huán)?！颈O(jiān)控服務】A、消費過程的全程監(jiān)控管理。中經(jīng)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(shù)量、單價、金額、車牌號等信息，經(jīng)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

16、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(jīng)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運行過程 的實時或事后監(jiān)控管理。【結算服務】公司對集團客戶實行“一集中、四統(tǒng)一”的結算服務，即：中經(jīng)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“加油一刷卡”，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(jīng)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

17、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)一“匯通卡供應鏈網(wǎng)絡集成平臺”。這種系統(tǒng)設計能 滿足與銀聯(lián)POS機網(wǎng)絡數(shù)據(jù)對接并自動完成供應鏈數(shù)據(jù)采集與分類。（4）產(chǎn)品設計與市場推廣。與銀行聯(lián)合設計一種銷售載體一“匯通卡”，并確保這種產(chǎn) 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2 . 3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(zhuǎn)換。I. Genera

18、l1.1. The purpose of the bus in ess pla nDirect financing at the America n securities bus in essReproduci ng the curre nt unique bus in ess mode, and making the compa ny a global fast-grow ing en terprise.1.2. Company IntroductionChi na Mercha nts Petroleum & Chemicals Co. Ltd., CMPC was fou nded in

19、 February, 1997, subjected to the Chi na Mercha nts in dustry developme nt compa ny of the former Committee of Economics and Trade. In 1999 the restructure was completed. The registry capital is 50.06 millio n Yua n. Registry address: 279 Tan gkouSectio n Zhon gsha n Road Huan gpu District Guan gzho

20、u City. Lice nse nu mber isen terprise: Limited Corporati on. The headquarter of the China Mercha nts is located at Guan gzhou city, and bran ches were established in Shen zhe n, Zhuhai and Don ggua n. With the support and concern of gover nment, experts and all the customers, the compa ny has made

21、great achieveme nt in the fields of Electric Busin ess, supply-cha in man ageme nt service, oil product supply, and tech no logy in troduc ing and develop ing. Brand n ame is“ Chi na Mercha nts Petroleum &Chemicals Co., Ltd. , CMP” , registered trade mark is China Express Card, trademark license num

22、ber is 1988069. The China Express Card operation platform inven ted by the compa ny was appraised by the State Copyright Bureau, and received the state property right register authe nticati on (the registered nu mber is 2004SR12833). The quality man ageme nt system has passed the authe nticati on of

23、 ISO 9001:2000 (the authe ntication number is 00706Q10143R0M). The compa ny is appraised as the model credit sta nding compa ny in Guangdong Provin ce. The website of the compa ny is1.3. The business scope of China Merchants Petroleum and Chemicals Co. Lit (CMPC)in cludes the comprehe nsive services

24、 of“ China Express Card multif unctionaloperation platform” , the operation scope includes providing customerin formatio n and customer man ageme nt for gas stati ons; provid ing petroleum for vehicles;providing on-creditpayment for gas-filling,informationmanagementand acco unt settl ing services; p

25、rovid ing bank acco unt recharg ing service for the credible customers with automobile; establishi ng the customized platform for POS of Chi na Union pay (a n ati onal orga ni zatio n, which is similar to Visaor Master) bank card. This platform serves the market surrounded Zhu River Delta, which is

26、radiatingto GuangdongProvince today. This platform established over1000 contracted gas stations,and there are five cooperating banks which issuedChina Express Card of “ Bank-China Merchants ” successfully. There are 150,000 vehicles with Chi na Express Card. Such operati ng mode with multif un cti o

27、nal in tegrated in formatio n platform is similar to Ctrip and elong, but its tradespa n and in tegrati ng depth is better tha n Ctrip and elong.The bus in ess scope of Chi na Mercha nts Petroleum and Chemicals Co. Lit (CMPC)also includes providing bunker supplier for the shipping arrived at ports,

28、the service area in cludes all the ports along the China sea.The annual reve nue of Chi na Mercha nts Petroleum and Chemicals Co. Lit (CMPC)is more tha n 1 billio n RMB.1.4. Review of Trade and MarketWith the rapid developme nt of economy, today, the dema nd in logistic market ofChina and modern log

29、istic filed are entering a fast growing age. The total amount of logistic operation reaches 3800 billion RMB,with annual growth of 30%. However, the corresp onding facilities, logistic tech nique and equipme nt, n etwork andinformation,logistic capital and managementserving for logistic lag behind t

30、hedevelopme nt, and all the trades are segme nted. All the trades are devoted toestablishi ng a maturer ERP (En terprise Resource Pla nnin g), but they lack thein tegrati ng, conforming and reutiliz ing of the supply cha in of all trades.Con formi ng to the promise of WTO, Chin ese gover nment has d

31、eveloped oil productmarket in December, 2006 in full scale. Some foreig n oil compa nies are accelerati ng in the establishi ng logistic in frastructure, oil product selli ng n etwork in China. Thus the domestic and overseas suppliers are appeari ng inChin ese market, and service becomes a critical

32、factor in the gas-filli ng tradecompetiti on in stead of price. In tegrat ing finan cial and in formati on trade isimporta nt in competi ng for more termi nal automobile customers.Gas-filli ng for vehicles is a very importa nt content in tran sport ing logistic supply cha in man ageme nt. The supply

33、 cha in is crying for dyn amic automobile control and cost control through integrationgas-fillingsupply chain. Like othercountries,nowadays, the oil product suppliers in Chinese market can only provideIC gas-filli ng card for one brand oil, lack ing n etwork, in formati on and bank finan cial servic

34、es for other oil providers.All the banks are competed to issue bank cards, but due to the low consuming capacity of Union pay POS card using area, the phe nomenon of“ excessive cards,insufficient money” appeared. The trade amount is low, while the bank cardmanaging cost is high. “Car owners ” are th

35、e ideal customers pursuing by the banks. The best integratingplan is promoting the bank car consuming chain relyingon the gas-filli ng supply cha in platform.Due to the requireme nt on utility and security of Union pay POS card, the card-us ing en vir onment is limited, and is losi ng the re-use of

36、n etwork in formatio n adva ntage. The crucialbreakthrough of Union pay POS platform isdigg ing data, providi ng special supply cha in in formati on for the gas stati ons, tran sport inglogistic vehicles and banks through the Union pay POSsystem softwaredevelopme nt.Chi na Mercha nts Petroleum and C

37、hemicals Co. Lit (CMPC) is the sole en terprise which provides supply cha in in differe nt trades like gas statio ns, vehicles, banks and Union pay. This is an adva need operati ng modeeve n in the global market.1.5. the Core Competition of the CompanyProvid ing supply cha in of differe nt trades,“

38、China Express Card multif unctionaloperation platform” received the state property right register authentication(the registered number is 2005SR01889) and is protected by the law. Thus avoid easy imitati on and competitors.Establishing the monopolized supply chain network, selecting and reorganizing

39、 the gas stati ons subjected to Chi na Petroleum & Chemical Corporati on, SINOPEC, and PetroChina Company Limited , PetroChina, integrating oil products of different brands into a sin gle brand - China Express Card. Make the gas statio n groups of any oil supplying oligarch part of the China Express

40、 Card network, thus avoid the un itary competiti on of the oligarch.Invent“oil products supermarket ” . Take full advantage of the customer network,realize group purchase through logistic, thus reduce the supplier s priceeffectively. Providing the favored prices to the terminal users, China Merchant

41、s Petroleum and Chemicals Co. Lit (CMPC) founds its core competiti on by higher profit margin.1.6. The Main AdvantagesIn formati on adva ntages(1) Union pay in formatio n adva ntages: Chi na Union pay stipulates that“ One cashregister, One POS ” , i.e. a commercial cash register can only connect wit

42、h onePOS for acco unt settl ing. The con tracted Union pay POS for Chi na 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 Mercha nts Petro

43、leum and Chemicals Co. Lit (CMPC) is equipped for one gas station, other enterprises includingall the staff of thegas statio n has no right to reset.(2) Bank resource adva ntages: in China, the cooperative issue of bank cards by en terprises and banks must be strictly audited and supervised by gover

44、 nment bank supervisi on departme nt. Chi na Mercha nts Petroleum and Chemicals Co. Lit (CMPC) has cooperated successfully with five ban ks: Tran sport Bank, Shen zhe nDevelopme nt Bank, China Min she ng Bank, Guangdong Developme nt Bank and Guangdong Agriculture Credit Society. The cooperati on con

45、 tracts with six more banks such as Commercial Bank, Chi na Agriculture Bank. etc. are issu ing respectively .In the gas-filli ng bus in ess of Chi na Mercha nts Petroleum and Chemicals Co. Lit (CMPC), the adva ntages of in tegrati ng the customers and customer service embody the adva ntages of coop

46、erati ng with ban ks. Especially Chi na Mercha nts Petroleum and Chemicals Co.Lit (CMPC)can meet different financing requirement of customers based on different credit policies and bus in ess features of differe nt ban ks, which can not be realized by any gas station or oil product supplier. Bank re

47、source advantages are the motive for rapid growth of China Mercha nts Petroleum and Chemicals Co. Lit (CMPC).Brand Adva ntagesWith deliberate desig n and maintenan ce, Chi na Express Card of Chi na Mercha nts Petroleum and Chemicals Co. Lit (CMPC) has gai n visible market effect. The logo of China E

48、xpress Card goes deeply in people s min ds. In finan cial field, banks take issu ing China Express Card as the sta ndard of gaining high-level clie nts;in the field of gas-filli ng, gas stati ons take being con tracted suppliers as thesta ndard of gaining high grade customers; among the automobile c

49、ustomers, they take using China Express Card as the sta ndard of being accredited by both China Mercha nts Petroleum and Chemicals Co. Lit (CMPC) and ban ks. The brand adva ntages provide great driv ing force for Chi na Mercha nts Petroleum and Chemicals Co. Lit (CMPC).Expa nsion Adva ntagesThe bus

50、in ess modeca n be easily self reproduced, and facilitates rapid expa nsion. Today, this mode is on ly operated in Zhu River Delta, other places such as South Chi na area, Yan gzi River Delta, Middle Chi na, North Chi na and Bohai Bay have not bee n invo Ived, thus leav ing a vast developme nt space

51、.Comparatively mon opolistic Adva ntagesThe mai n target of Chi na Mercha nts Petroleum and Chemicals Co. Lit (CMPCbus in ess model, one the one hand, the bus in ess mode has the exclusive ness as far as reproduci ng is concern ed. Because only one POS is allowed in the fini shed oil product market,

52、 additi on ally, the complexity of in tegrati ng all trades bus in ess modea nd property right protect ion,makeit impossible to reproduce and simulate.On the other hand, the customers accepted China Express Card only, theirconsumption is limited with the supply chain network of this card. The supply

53、 chain of various structures make the customers have to give up other choices. Compared with the bus in ess modeof Ctrip and elong, this mode has mon opolistic adva ntages.1.7. Financial Budgetunit : 10000Yuan2007200820092010201120122013sales180002700003500004200005000005500061000reve nue000Sales110

54、001600002100002500003000003300037000cost000Running30000400005000058000700007500085000expensesOverhead30000500006000070000750008500090500expensesFinancin1500500070007000700070007000gexpensesTotal profit8500150002300035000480005300058000II.Bus in ess Mode2.1 i ntroduction of products and servicesThe m

55、ain product ofChina Merchants Petroleum and Chemicals Co. Lit (CMPC) is ChinaExpress Card, the desig n of the product in tegrated petroleum supply, finan cial service, n etwork tech no logy and logistic, i ncludi ng the complete supply cha in management service of logistic for finished oil terminal

56、market, capital flow and information flow.China Express Card is a bank card printed with logo of China Merchants Petroleumand Chemicals Co. Lit (CMPC), issued with the cooperation with banks. It isabbreviated to CEC. This special card has two acco un ts, one is com mon bank acco unt, used for regula

57、r deposit and withdrawal and consumption, like usual bank cards; the other is special account, which can be used at one or several POSthrough bank system, andean not be used for drawing moneyor on the POShot set by the system. Transferring and recharging is allowed between the two accounts, and they can be used separately. Chi na Mercha nts Petroleum and Chemicals Co. Lit (CMPC) takes the adva ntage of the special function