2013 年以来，互联网和金融的尽速融合推动着互联网金融高速发展，不仅 在金融界引起了巨大反响，更在科技领域掀起一波探索创新的浪潮。这一现象 的产生以我国的经济发展和深入改革为基础，并在金融发展模式的不断革新中 交互影响，得益于我国资本市场的日趋完善和健全。互联网金融模式作为现代 信息技术与金融结合的产物，依托着互联网强大的海量数据收集、处理、和挖 掘技术，可大幅降低金融市场的交易成本，提供交易效率。如何抓住当前机会， 改变竞争态势，是当前企业的一个实现跨越式发展的契机。当前互联网金融产 业结构逐渐规模化，随着腾讯、平安、阿里等大型集团企业的体系内互联网金 融产业链的整合，整个互联网金融产业同样面临着整个产业链全面的整合与升 级。松果互联网金融项目在此背景下展开，为适应和满足当前互联网金融产业 链升级的契机和需求，松果项目被创立。 本商业计划书从互联网金融的定义和特性出发，通过比较和分析互联网金 融服务与传统金融服务的区别和优势，分析互联网对金融行业的影响，引述长 尾理论，通过类比长尾的三种力量，来说明分析松果互联网金融项目的机遇和 机会。并且对该项目的产品、团队、推进计划，商业模式进行了概述。 本报告着重使用了文献研究、数据研究、比较分析、定量与定性分析等方 法对当前松果项目进行了相关的宏观微观环境分析进一步详细报告松果互联网 金融项目的可行性。随后对本项目的营销战略，人力资源管理，项目管理，财 务测算，风险应对策略进行了详细的描述。 通过对松果项目全方位的分析描述确认了本项目的可行性，可操作性以及 该项目自身在当前的实际意义。 关键词：松果金服，开放账户，长尾，互联网金融MBA 学位报告 作者：万鹏 松果互联网金融项目商业计划书 II Abstract Since 2013, the speedy development of internet finance due to the rapid integration in internet and financial industry crates a theoretical and practical exploration in finance and technology. The causes are economic transformation and finance deepening reform of China, as well as the accelerating growth of financial innovation. Besides, the innovation of capital market takes an important role. As a product of the combination of modern technology and finance, internet finance significantly reduces the transaction costs and improves the efficiency in financial market with the internet power of data collecting and processing. How to seize the opportunity and change the basis of competition is a valuable chance to realize the great-leap-forward development for enterprises. The current Internet financial industry structure gradually forms and comes to maturity. As Tencent, PingAn, Ali and other large enterprise groups are doing the under-system integration; the entire Internet financial industry is also facing the comprehensive integration and upgrade of the whole industrial chain.Under this background, internet finance project of SongGuo came into being. Since 2013, the speedy development of internet finance due to the rapid integration in internet and financial industry crates a theoretical and practical exploration in finance and technology. The causes are economic transformation and finance deepening reform of China, as well as the accelerating growth of financial innovation. Besides, the innovation of capital market takes an important role. As a product of the combination of modern technology and finance, internet finance significantly reduces the transaction costs and improves the efficiency in financial market with the internet power of data collecting and processing. How to seize the opportunity and change the basis of competition is a valuable chance to realize the great-leap-forward development for enterprises. The current Internet financial industry structure gradually forms and comes to maturity. As Tencent, PingAn, Ali and other large enterprise groups are doing the under-system integration; the entire Internet financial industry is also facing the comprehensive integration and upgrade of the whole industrial chain.Under this background, internet finance project of SongGuo came into being. Based on the definition and characteristics, this paper analyses the effect of internet finance on financial industry through comparing and analyzing differences between internet financial services and traditional financial services. According to The Long Tail Theory, the paper analogy with the three forces of the long tail to analyzes the opportunity for internet finance project of SongGuo. Subsequently, it summarize SongGuo project from product, team, promotion plan asMBA 学位报告 作者：万鹏 松果互联网金融项目商业计划书 III well as business model. This paper mainly uses the literature research, data research, comparative analysis, quantitative and qualitative analysis methods, from macro and micro environment, on the feasibility of the SongGuo Internet banking project. It then describes in detail on the marketing strategy, human resource management, project management, financial measurement and risk response strategy of the project. Through the full description of the SongGuo project, this paper confirms the feasibility, operability and the current practical significance of the project. Key words: sogood360, Opening account, the long tail, Internet financeMBA 学位报告 作者：万鹏 松果互联网金融项目商业计划书 IV 目录 中文摘要.....................................................................................................I Abstract..................................................................................................... II 一、绪论....................................................................................................1 （一）项目背景及意义........................................... 1 （二）相关理论与工具概述....................................... 2 （三）研究内容与思路........................................... 3 二、松果互联网金融项目的背景和机遇 ...............................................5 （一）松果互联网金融项目背景................................... 5 （二）松果互联网项目的商业机会分析............................. 6 三、松果互联网金融项目概述 .............................................................12 （一）商业模式................................................ 12 （二）松果互联网金融产品概述.................................. 16 （三）松果组织架构和团队...................................... 22 四、松果互联网金融项目的环境分析 .................................................25 （一）宏观环境分析............................................ 25 （二）行业环境分析............................................ 30 （三）市场测算分析............................................ 33 （四）内部环境分析............................................ 37 （五）松果互联网金融项目战略选择.............................. 38 五、松果互联网金融项目营销战略 .....................................................41 （一）细分市场................................................ 41 （二）营销目标................................................ 47 （三）营销组合策略............................................ 49 六、松果互联网金融项目管理 .............................................................52MBA 学位报告 作者：万鹏 松果互联网金融项目商业计划书 V （一）项目计划................................................ 52 （二）项目监控................................................ 54 七、松果互联网金融项目财务分析 .....................................................56 （一）融资计划................................................ 56 （二）财务预测................................................ 58 八、松果互联网金融项目风险分析和对策.........................................61 （一）政策风险以及应对........................................ 61 （二）人员风险及对策.......................................... 61 （三）财务风险................................................ 62 （四）竞争风险................................................ 62 九、结论..................................................................................................66