I 摘要 近年来，我国针对汽车金融公司的发展出台了一系列利好政策，为汽车金 融公司的发展奠定了良好的政策基础，政策条件的放宽推动了汽车金融业务的 顺利发展。此外，互联网对金融行业的渗透，使得汽车金融以迅猛之姿，飞速 发展，颠覆了我国汽车金融行业的发展格局。随着新一代年轻人生活方式和消 费观念的巨大变化，汽车金融主动嫁接互联网平台，这促使汽车消费市场呈现 出极大的繁荣景象；互联网各种运营模式介入汽车金融领域的发展并深度融合， 因而汽车金融行业竞争呈现出白热化的趋势。 在这样的市场和政策背景下，A 公司将致力于为客户提供“一站式”全产 业链汽车消费服务。与其他企业相比，A 公司在服务模式上具有资源、技术、 人才、内部管理、资金上的独特优势，并将以租代购作为公司核心业务，向“互 联网+”靠拢，不断寻求和拓展汽车金融发展空间，通过完善严谨的内部管理 系统，优化风险管控流程，无缝对接汽车生态链条的各个环节，最终实现汽车 金融商业模式的创新。本项目的创新点在于将汽车生态体系中的各个环节通过 互联网平台实现线下运营和线上整合。线上销售渠道的多样化服务于线下汽车 定制化生产，线下营销网络的搭建有利于线上以租代购产品的销售，线下市场 开拓和风险把控是对线上业务达成的保证，两者互相补充，互相融合。本文通 过此次“互联网汽车金融以租代购”项目商业计划书的撰写，介绍了项目实施 的必要性、市场现状、政府对汽车金融行业的政策、未来发展前景、市场目标 和定位、营销策略的制定、财务可行性、风险控制对策等，就项目可能涉及到 的关键点一一进行深入分析，制定可行性的融资方案，希望给项目的实施提供 资金保障，给整个 A 公司未来的业务发展指明方向。 关键词，汽车金融；以租代购；商业计划书Abstract II Abstract In recent years, China has issued a series of good policies for the development of auto financial companies, which has laid a good policy foundation for the development of auto financial companies. The relaxation of the policy conditions has promoted the smooth development of the auto financial business. In addition, the penetration of the Internet into the financial industry has made the rapid development of automobile finance and subverted the development pattern of China's auto finance industry. With the great changes of the new generation of young people's life style and consumption concept, the automobile consumption market also presents a great prosperity, the active grafting of the Internet platform, the various Internet operation modes involved in the development of the automotive financial field and the deep integration, the automobile financial industry competition is becoming a hot trend. Under such a market and policy background, A will strive to provide customers with one-stop full industry chain car consumption service. Compared with other enterprises, A company has unique advantages in resources, technology, personnel, internal management and funds in the service mode, and will rent purchasing as the company's core business, close to the Internet plus, and constantly seek space for development of automobile finance development, through perfecting strict internal management system, optimize the risk The process of control and control, seamlessly butt down all aspects of the automobile ecological chain, finally realizes the innovation of automobile finance business mode.The innovation of this project is to implement the offline operation and online integration through all aspects of the automotive ecosystem through the Internet platform. The diversification of the online marketing channels serves the customized production of cars under line. The construction of the offline marketing network is conducive to the sale of the products on the line, the development of the line market and the risk control are theAbstract III guarantee to the online business. Both of them complement each other and merge with each other. This paper introduces the necessity of the project implementation, the market status, the government policy on the auto finance industry, the future development prospect, the market target and positioning, the marketing strategy formulation, the financial feasibility, the risk control countermeasures and so on. The key points involved are analyzed in depth, and a feasible financing scheme is formulated. It is hoped to provide funds for the implementation of the project, indicating the direction for the future business development of the whole A company. Key words: Auto finance; To rent for purchase; Business plan目录 IV 目录 第一章 前言.1 第一节 项目背景.1 第二节 项目实施的必要性.....2 第三节 项目实施思路和框架...3 第二章 项目公司.....6 第一节 公司现状.6 第二节 公司业务.9 第三节 项目优势11 第四节 盈利模式13 第三章 市场分析...15 第一节 项目发展前景..15 第二节 市场分析和定位16 第三节 未来市场趋势..21 第四章 营销策略...23 第一节 产品策略23 第二节 价格策略24 第三节 渠道策略24 第四节 促销策略25 第五章 财务分析与投融资安排....27 第一节 财务分析27 第二节 投资预算与融资安排..35 第六章 风险分析...37 第一节 公司面临的主要风险..37 第二节 风险防范对策..40 附录.44目录 V 表 A1 资产负债表 .....44 表 A2 利润表 ...45 表 A3 现金流量表 .....46 表 A4 所有者权益变动表 .....47