近年来，我国财富人群数量急剧增加，为财富管理市场的发展奠定了良好的 市场基础，专业的财富管理将会成为未来市场的新巨型产业。此外，由于互联网 模式的赋能，财富管理行业正以几何式 发展速度大步前行，目前市场上迅速崛起 的财富管理公司更是数不胜数，无一不在快速抢占市场份额。但从业务类型的分 布情况来看，大多数平台以产品销售为主，很少有平台能够做到以财富理念的传 播教育和提供综合财 富规划咨询的一站式服务为核心进行经营。所以，拥有专业 的人才配置及新颖的逻辑宣传，能够完全站在客户角度为其提供完善的产品规 划咨询服务，可以使财富管理公司脱颖而出。A 公司私人财富顾问项目在此环境 下应 运而生，本项目将利用“互联网+”思维，结合互联网 App 及微信公众号平 台运营，打造财富圈及财富课堂的客户教育、持证理财师的金融咨询及综合财富 方案服务、各类市场财富产品的客观分析、各类增值服务及产品的 线上配套、线 上线下沙龙及出游权益、慈善会议及公益活动等五大服务内容，可以满足各类客 户需求，提供全方位、渗透式的金融服务。 本文按照商业计划书的要求，主要分为五部分。第一部分主要介绍项目的背 景及项 目的整体概况，第二部分则对项目的市场环境进行分析，包括宏观环境分 析、行业环境分析及项目的战略发展定位分析。第三部分则主要介绍了项目的运 营及管理，涵盖项目的运营模式、人员薪酬管理及营销 4ps 管理。第 四部分则对 项目进行整体的财务分析和融资安排；第五部分对项目的风险进行分析并提出 相应防范措施，最后做出结论和展望。 本商业计划书以客户需求为导向，运用管理学分析工具和市场研究方法对 产品、市场、经营 方式、营销模式、财务进行综合分析，最终得出结论即私人财 富顾问项目具有较强的市场价值和社会价值。本文通过对私人财富顾问项目的 分析，希望得到投资人的认可，使项目按计划开展，并通过实践不断完善项目计 划 和执行能力，为 A 公司未来发展提供支持。 关键词，A 公司；私人财富顾问；商业计划书II Abstract In recent years, the number of wealth groups in China has increased dramatically, which has laid a good market foundation for the development of the wealth management market. Professional wealth management will become a new huge industry in the future market. In addition, thanks to the power of the Internet model, the wealth management industry is striding forward at a geometric speed of development. At present, there are more numerous and rapidly rising wealth management companies in the market, all of which are rapidly seizing market share. However, from the perspective of business type distribution, most of the platforms focus on product sales, while few of them are built on the one-stop service, including conducting business with the dissemination and education of the concept of wealth, and providing comprehensive wealth planning and consulting. Therefore, wealth management companies with professional personnel allotment and novel logic publicity can stand out by providing perfect product planning and consulting services from the perspective of customers. Company A's private wealth consulting project arises at the historic moment in this environment. The project will use the Internet + thinking, combined with Internet App and WeChat public platform operation, to create five service contents: education of wealth circle and wealth classes for customers, financial consultations and comprehensive wealth solutions from certified financial planners, objective analysis of various market wealth products, abundant value-added services and products with their online support, online and offline salons and travel rights, and charity meeting and public welfare activities. With these services, company A can not only meet various needs of customers, but also provide comprehensive and penetrative financial services for them. This paper is divided into five parts according to the requirements of business plan. Section 1 mainly introduces the background of the project and the overview of the project. Section 2 analyzes the market environment of the project, including macro environment analysis, industry environment analysis and strategic developmentIII positioning analysis of the project. The third chapter mainly introduces the operation and management of the project, covering the operation mode of the project, personnel compensation management and marketing 4ps management. The fourth part of the project is the overall financial analysis and financing arrangements. And in the fifth chapter, we analyze the risk of the project and puts forward corresponding preventive measures. The final chapter is conclusion and prospect of the whole dissertation. This business plan is customer demand-oriented and utilizes USES management analysis tools and market research methods to analyze products, markets, business modes, marketing models and finance comprehensively. In the end, it comes to the conclusion that private wealth consulting projects have strong market value and social value. Through the analysis of the private wealth consulting project, this paper hopes to gain the recognition of investors, and make the project proceed as planned. The project’s planning and execution ability can be improved through constant practices later on, so as to provide support for the future development of company A. Key words: Company A; Private wealth advisers; Business planIV 目录 第 一章 绪论. 1 第一节 项目背景.1 第二节 研究内容和方法.2 一 研究内容..... 2 二 研究方法..... 3 第二章 项目概况. 5 第一节 A 公司概况 ...5 一 A 公司现状. 5 二 组织结构..... 6 三 公司团队..... 7 第二节 项目概况.8 一 项目产品简介... 8 二 项目主营业务... 8 三 项目盈利模式..11 第三章 市场环境分析... 13 第一节 宏观环境分析...13 一 政策监管(P).... 13 二 经济环境(E).... 13 三 社会因素(S).... 14 四 技术 影响(T).... 15 第二节 行业环境分析...15 一 行业环境... 15V 二 竞争状况分析. 17 第三节 项目战略定位分析.20 一 项目 SWOT 分析.. 20 二 项目定位分析. 23 第四章 项目运营和管理..... 26 第一节 项目运营模 式...26 一 项目经营目标. 26 二 项目经营模式. 27 第二节 人力资源和薪酬管理...28 一 专业资质... 28 二 薪酬及激励..... 28 第三节 项目营销管理...29 一 产品策略... 29 二 价格策略... 29 三 渠道策略... 30 四 促销策略... 31 五 项目品牌打造. 31 第五章 财务预测与融资安排... 32 第一节 财务分析预测...32 一 财务分析... 32 二 投资估值... 35 第二节 融资安排.....37 一 融资总需求..... 37 二 融资方案... 37 三 退出方式... 38 第六章 项目风险分析与防范... 39 第一节 项目的主要风险.....39VI 一 技术风险... 39 二 市场风险... 39 三 道德风险... 40 四 管理风险... 40 第二节 项目的风险防范.....40 一 技术风险防范. 40 二 市场风险防范. 41 三 道德风险防范. 41 四 管理风险防范. 41 第七章 结论与展望. 43