随着近两年国内 P2P 监管的一系列政策紧密出台，中国的互联网投融资平台面临新 一轮洗牌。传统金融机构特别是商业银行正力图寻求互联网＋转型。监管政策的明确和 完善有利于商业银行涉足互联网金融等新兴业务。在这方面，银行利用自身的创新人才 团队开展互联网投融资平台业务，具有天然的优势。 本文是以 IB 银行为研究对象，以商业计划书的模式进行撰写旗下的互联网投融资 平台项目。IB 银行是一家全国性的股份制商业银行，已发展近 30 年，在全国均设有网 点。互联网投融资平台作为信息中介，可利用银行母体专业的风险控制能力、高品质覆 盖广的优质服务以及规范清晰的业务流程，为银行赚取中间业务收入。 首先，从战略管理的角度出发，利用 PEST 模型通过对项目外部环境进行分析，从 项目政策、监管条款、经济发展、社会生活、互联网技术等方面进行分析，从而确定项 目具有良好的发展前景和机遇。再通过 SWOT 模型分析项目的优势与劣势、机会和威 胁，从而得出机会大于威胁、优势大于劣势的结论。 其次，从市场营销的角度出发，采取 STP 市场定位策略和 4P 理论，提出项目的市 场定位和营销策略，确定项目的目标客户包括借款端，以“潮流新一代”的主力目标人群 和“养家负压中年”的次要目标人群；投资端，“已婚有小孩的男性”中高收入人群。项目 定位为，“专注于个人投融资的连接”的互联网投融资平台。以此为基础，结合其他因素， 从而得出项目的产品、定价、营销策略等因素。 最后，从项目投资分析的角度出发，对项目未来的收入和成本进行估算和预测，以 财务分析为出发点，计算项目的利润和资产回报率（ROA），项目的净现值 NPV 达到了 15330.1 万元；IRR 为 118％；投资回报期为 1.06 年；从而得出项目具有投资价值的结 论；同时，通过敏感性分析，发现了定价利率对 ROA 的影响程度。另外，本文还从信 贷风险、法律风险、声誉风险、技术风险、流动性风险等角度对项目进行预测和剖析， 并提出相应的风险管理措施。 通过撰写本文，可达到以下三个目的，为银行在实行互联网金融创新业务上总结经 验，并且制定前瞻性规划；第二，通过多角度的分析，得出项目具备投资价值的结论， 并且为向银行高管及股东提供决策依据；第三，协助项目获得立项批复，并得到行内资 金支持。另外，本文亦可为商业银行在实行互联网金融创新，互联网金融人才的培养与 组织转型，实现多品牌差异化产品线等方面提供了可行的操作方案和借鉴意义。II 关键词，商业银行；P2P 网络信贷；互联网投融资平台III ABSTRACT China's Internet financing platform is facing a new wave of shuffles as a series of policies on P2P supervision have been introduced in the past two years. Traditional financial institutions, especially commercial Banks, are trying to find the Internet + transformation. The clarity and perfection of regulatory policy is conducive to the business Banks' involvement in emerging businesses such as Internet finance. In this regard, Banks have a natural advantage in using their own innovative talent teams to conduct Internet investment and financing platforms. This article is a research object of IB bank, and the project of the Internet investment financing platform is written in the model of business plan. IB bank is a national joint-stock commercial bank which has been established in China for nearly 30 years. Bank of investment and financing platform for the Internet as an information intermediary, can use the Bank's professional risk control ability, high quality cover wide range of quality services and standardize the business process clearly, for Banks earn intermediary business revenue. First of all, from the perspective of strategic management, the external environment by using PEST model based on the analysis, from the project policy and regulatory provisions, economic development, social life, the respect such as the Internet technology is analyzed, so as to determine the project has good prospects for development and opportunities. Through the SWOT model analysis of the advantages and disadvantages, opportunities and threats of the project, the conclusion that the opportunity is greater than the threat, the advantages outweigh the disadvantages. Secondly, from the perspective of marketing, use STP market positioning strategy and 4P theory, to put forward the project market positioning and marketing strategy and to determine the target customers include borrowing end of the project: tide of a new generation of as the main target groups and middle-aged family negative pressure of as the secondary target groups; Investment end: married men with children middle and high earners. The project is positioned as an Internet investment and financing platform focused on individual credit- investment financing. Based on this, the factors such as product, pricing and marketing strategy of the project are obtained. Finally, from the perspective of project investment analysis, project estimating and forecasting future revenues and costs, financial analysis as a starting point, calculates the project's profits and return on assets (ROA), the project's net present value NPV of 153.301 million Yuan; IRR 118%;Return on investment period to 1.06 year; Meanwhile, throughIV sensitivity analysis found pricing interest rate impact on ROA; To draw project valuable conclusions. In addition, also from the credit risk, legal risk, liquidity risk and technology risk perspective to forecast and analysis of the project and proposed risk management measures. By writing this article, we can achieve the following three objectives: to summarize the experience of the bank in implementing the Internet financial innovation business, and to make forward planning. Second, through the analysis of multiple perspectives, we conclude that the project has the value of investment, and provide the basis for making decisions for the executives and shareholders of the bank. Third, assist the project to obtain the approval of the project and obtain the financial support from the Bank. This paper can also offer a feasible operation scheme and reference for commercial bank in financial innovation in the Internet, the Internet financial talent training and organizational transformation, as well as realize the brand differentiation product line. Keywords: Commercial Bank; P2P online credit; Internet investment and financing platformV 目 录 摘要.I ABSTRACT ..... III 第一章 绪论1 1.1 研究背景和意义.. 1 1.1.1 研究背景 1 1.1.2 研究意义 2 1.2 文献综述 . 3 1.2.1 国外研究现状.... 3 1.2.2 国内研究现状.... 4 1.2.3 相关理论阐述.... 6 1.3 研究内容和研究方法 ..... 7 1.3.1 研究内容 7 1.3.2 研究方法 8 1.3.3 技术路线 8 第二章 IB 银行互联网投融资平台项目介绍.....10 2.1 IB 银行概况 . 10 2.2 项目开发动因 ... 10 2.3 项目概况 ..... 11 2.3.1 组织架构规划.. 11 2.3.2 项目股权结构设计 12 2.3.3 项目团队激励计划 13 2.3.4 运营模式.... 14 2.3.5 项目进度计划.. 17 2.4 项目特点 ..... 17 2.5 本章小结 18 第三章 市场环境分析20 3.1 宏观环境分析 ... 20 3.1.1 政策环境.... 20VI 3.1.2 经济环境.... 22 3.1.3 社会环境.... 24 3.1.4 技术环境.... 27 3.2 微观环境分析 ... 28 3.2.1 行业信息.... 28 3.2.2 平台类别分析.. 28 3.2.3 项目 SWOT 分析... 29 3.3 本章小结 ..... 31 第四章 市场调研分析及项目市场定位..32 4.1 用户调研 32 4.1.1 用户的投融资经验调研..... 32 4.1.2.用户对 P2P 平台的认知与评价调研 .. 35 4.2 目标客群市场 ... 38 4.2.1 借款端客户 38 4.2.2 投资端客户 39 4.3 项目市场定位 ... 39 4.3.1 项目平台定位.. 39 4.3.2 品牌形象定位.. 41 4.4 本章小结 ..... 42 第五章 项目营销策略43 5.1 产品策略 ..... 43 5.1.1 借款产品..... 43 5.1.2 投资产品..... 43 5.2 价格策略 ..... 44 5.3 渠道策略 ..... 44 5.4 促销策略 ..... 46 5.5 本章小结 ..... 46 第六章 财务分析..47 6.1 相关财务说明 ... 47 6.2 业务计划及交易规模预测 . 48VII 6.3 项目总成本费用 ..... 49 6.3.1 运营成本.... 49 6.3.2 风险成本.... 51 6.3.3 资金成本.... 51 6.4 利润估算 ..... 51 6.5 项目投资决策依据 . 52 6.5.1 净现值法.... 52 6.5.2 内部收益法 53 6.5.3 项目的投资回收期 53 6.6 敏感性分析 . 53 6.7 本章小结 ..... 54 第七章 项目风险分析及控制55 7.1 风险评估与分析 ..... 55 7.2 风险控制 ..... 57 7.2.1 信贷风险控制.. 57 7.2.2 法律风险控制.. 58 7.2.3 声誉风险控制.. 61 7.2.4 技术风险控制.. 62 7.2.5 流动性风险控制.... 62 7.2.6 政策风险控制.. 63 7.3 本章小结 ..... 63 结 论....65