区块链、大数据、云计算、人工智能等技术在快速冲击传统金融行业、引领金融 业务的革新，使金融科技公司得以快速发展。其中区块链技术以自带金融属性的特点， 起到重构信任的重要作用，成为金融科技业务创新的重要机会之一。 在金融借贷业务中的细分领域供应链金融业务，因为存在供应链参与方众多、供应 链流程复杂、信息数据繁多，所以产生信息孤岛、信息不对称等问题使供应链金融业务 的发展受到限制。新型的区块链技术在供应链金融的应用能极大地降低信任成本，通过 去除中心机构的信用背书，起到去中心化、去信用中介的作用，帮助供应链金融业务得 以创新突破，获得金融机构青睐，有广阔的市场前景。 在此背景下，本商业计划书介绍了项目的基本情况，对产品方案、商业模型及产品 规划进行阐述。首先对市场的前景分析，基于良好的市场前景明确以区块链为中心的供 应链金融的金融科技平台作为核心产品，制定相应的产品设计、规划研发路线，对比竞 争对手、明确基本的商业模式和盈利点。并对项目的市场环境分别运用 PEST 模型和 SWOT 分析了宏观环境和内外部环境，明确项目定位抓住区块链在金融科技的机会。通 过调研细分市场包括金融科技市场以及中小微供应链金融市场的基本情况，借鉴先进的 管理理念综合分析市场需求并对本项目进行客群定位，确定目标市场、用户画像，设计 营销组合策略，在项目各阶段有不同侧重点的实施营销计划，保障 G 公司最终实现成为 区块链金融科技领跑者的目标。 在清晰的定位基础上，运用人力资源管理等方面理论制定了人力资源战略，设置恰 当的组织架构完成科技研发团队的搭建，建立有效的绩效管理及激励机制。同时对项目 进行收入、成本等的财务预测，评价项目的投资收益情况、分析现金流等对项目进行分 析；最后对该项目建设及营运中可能面临的各类风险进行分析并制定有效的对策。 总之，通过商业模型和财务指标分析得出 G 公司区块链金融科技业务项目投资回报 率高，是市场前景广阔同时风险可控的项目。 关键词，区块链机会；金融科技商业模式；供应链金融市场；商业计划书II Abstract Block chains, big data, cloud computing, artificial intelligence and other technologies have rapidly impacted the traditional financial industry and led the innovation of financial business, which has enabled financial technology companies to develop rapidly. Block chain technology, with its own financial attribute, plays an important role in rebuilding trust and becomes one of the important opportunities for innovation of financial science and technology business. In the subdivision of financial lending business, supply chain finance business has many participants, complex supply chain process and numerous information data, so the development of supply chain finance business is limited by the problems of information islands and information asymmetry. The application of new block chain technology in supply chain finance can greatly reduce the cost of trust. By removing the credit endorsement of central institutions, it can play the role of de-centralization and de-credit intermediary, help the financial business of supply chain to innovate and break through, and win the favor of financial institutions. It has broad market prospects. In this context, the business plan first introduces the basic situation of the project, and describes the product plan, business model and product planning. Firstly, the market prospects are analyzed. Based on the good market prospects, the financial technology platform of supply chain centered on block chain is defined as the core product. The corresponding product design, R&D route are formulated, and the basic business model and profit point are defined by comparing competitors. The market environment of the project is analyzed by using PEST model and SWOT respectively. The macro environment and internal and external environment are analyzed, and the project positioning is made clear to seize the opportunity of block chain in financial science and technology. By investigating the basic situation of market segmentation, including financial technology market and financial market of small and medium-sized micro-supply chains, using advanced management concepts for reference, the market demand is comprehensively analyzed and the customer group positioning of the project is carried out, the target market and user portrait are determined, the marketing mix strategy is designed, and the marketing plan with different emphases is implemented in different stages of the project, which ultimately becomes the section of block chain finance. The goal of a technical leader.III On the basis of clear positioning, human resource strategy is formulated by using human resource management theory, appropriate organizational structure is set up to complete the construction of R&D team, and effective performance management and incentive mechanism is established. At the same time, it makes financial forecast of income and cost, evaluates the investment income of the project, and analyses the feasibility of the project by analyzing the cash flow. Finally, it makes an analysis of all kinds of risks that may be faced in the construction and operation of the project and formulates effective countermeasures. In short, through the analysis of business model and financial indicators, it is concluded that G company block chain financial science and technology business project has strong feasibility, high return on investment, and is a project with broad market prospects and controllable risks. Key words: Opportunities of Block Chain; Financial Technology Business Model; Supply Chain Financial Market; Business PlanIV 目 录 摘要.I Abstract ..II 目 录....IV 图表清单...VII 第一章 绪论1 1.1 研究背景和意义.. 1 1.2 国内外文献综述.. 1 1.3 研究方法和内容.. 2 1.3.1 研究方法 . 2 1.3.2 研究内容 . 3 第二章 项目介绍....4 2.1 市场前景.. 4 2.2 公司概况.. 5 2.3 团队介绍.. 5 2.4 产品介绍.. 7 2.4.1 产品设计 . 7 2.4.2 产品规划及研发 ..... 13 2.5 竞争对手产品分析.. 14 2.6 商业模式 16 2.7 盈利点.... 16 2.8 本章小结 16 第三章 市场及内外部环境分析..18 3.1 宏观环境分析.... 18 3.1.1 政治环境 ..... 18 3.1.2 经济环境 ..... 18 3.1.3 社会环境 ..... 19 3.1.4 技术环境 ..... 19 3.2 SWOT 分析... 19V 3.2.1 优势 . 19 3.2.2 劣势 . 19 3.2.3 机会 . 19 3.2.4 威胁 . 20 3.2.5 SWOT 对策分析 20 3.3 市场细分 21 3.4 目标市场 21 3.5 本章小结 21 第四章 客群定位及营销策略24 4.1 客群定位及用户画像.... 24 4.1.1 资产端 ... 24 4.1.2 资金端 ... 27 4.2 营销组合策略.... 28 4.2.1 产品策略 ..... 28 4.2.2 分销策略 ..... 28 4.2.3 促销策略 ..... 28 4.2.4 价格策略 ..... 28 4.3 营销阶段性计划 29 4.4 本章小结 30 第五章 组织及人力资源管理31 5.1 股权架构 31 5.2 组织架构 31 5.2.1 组织架构图 . 31 5.2.2 团队组成 ..... 31 5.2.2 团队运营 ..... 31 5.3 人力资源战略.... 32 5.3.1 培养人员战略智慧和创新能力 ..... 33 5.3.2 打造健康组织优势 . 33 5.4 绩效管理 33 5.5 人员薪酬分析及编制计划.. 34VI 5.6 本章小结 37 第六章 项目的财务分析..38 6.1 财务预测前提假设.. 38 6.2 主营业务收入预测.. 38 6.3 投资计划及成本费用预算.. 39 6.3.1 初期投资计划 ... 39 6.3.2 营销费用预算 ... 41 6.3.3 管理费用预算 ... 41 6.3.4 人员费用预算 ... 41 6.3.5 税务预算 ..... 43 6.4 损益表.... 43 6.5 现金流量分析.... 44 6.6 财务可行性分析-投资效益分析 .... 45 6.7 融资计划 46 6.8 项目退出机制.... 46 6.9 本章小结 47 第七章 风险及其控制48 7.1 政策风险及对策 48 7.2 市场风险及对策 48 7.3 技术风险及对策 48 7.4 本章小结 49 结 论....50