经历了近二十年的发展，我国的互联网财经信息服务行业取得了巨大发展，在不计 其数的机遇与挑战中逐渐成长，现阶段的发展可以说是快速增长。除了传统的财经信息 服务提供商如券商和一些新闻门户网站外，逐渐出现了一些专业的财经信息服务机构。 本文以一家专业的财经网站为研究对象，分析了互联网财经信息服务行业的基本状况， 阐述其中存在的市场机会，对财经网站的运营现状和未来的经营计划作出了系统的分 析。 文章以商业计划书的形式，运用战略管理、营销管理、财务管理等相关理论，对财 经网站的运营环境和市场状况作了具体的阐释，并对财经网站未来的营销方式、运营模 式、投资收益和风险控制等各方面进行了详细分析，使公司经营者和投资者对该公司未 来的前景有非常清楚的认识，也为网站未来的发展提供指导。 文章首先对互联网财经信息服务行业的宏观环境进行分析，明确了互联网财经信息 服务行业目前所处的宏观环境是有利的。然后对财经网站所处的市场环境和竞争环境进 行分析，同时利用 SWOT 分析方法分析公司的优势、劣势、机遇和威胁，并制定出相 应的竞争战略和经营战略。在这些分析和战略制定的基础上，对公司未来的业务范围和 发展方向作一个系统性的规划，并且据此制定适合公司目标市场和未来发展方向的营销 策略组合。最后文章对公司运营作了全面的人力资源规划和财务状况分析，预测了公司 未来的人员规模和各项财务成本，并对可能产生的风险作出预测评估并给出了相应的对 策。 关键词，商业计划书；互联网财经信息服务；财经网站II Abstract The Internet financial information services industry in our country hasexperienced nearly 20 years of development, gradually grew up in a series ofchallenges and opportunities, has entered a rapid growth phase.In addition to the traditional financial information service providers such as brokers and some news portal, gradually appeared some professional financial information services.In this paper, with a professional financial websites as the research object, the author analyzes the basic situation and market opportunities of the Internet financial information services industry, and then systematic analyzes the running situation of the financial websites and future business plan. In the form of a business plan, The article uses of strategic management, financial management, marketing management, consumer behavior and other related theories, specificinterprets the operating environment ,market situation and the futuremarketing planning of the corporate, and then analyzes in very great detail the investment and risk control and other various aspects , which make the company operators and investors to see more clearly about the company's future prospects, so as to create conditions for future development and financing. This article analyzes the macro environmentof the Internet financial information services industryfrom the political, economic, social, technology and other aspects, which make it clear that the Internet financial information services industry is in a favorable macro environment. Then the market environment and competition environment of financial website is analyzed, at the same time, the SWOT analysis method be used to analyze the company's strengths, weaknesses, opportunities and threats, and then the author formulates corresponding competitive strategy and business strategy. On the basis of these analysis, the author make a systematic planning about business scope and development direction for the future of company, and accordingly to establish suitable marketing strategy combinationfor the target market and future development direction. Finally the article make a comprehensive human resources planningabout company's operating and analyzes the financial situationto predict the future of the company staff size and the financial cost, make predictions of possible risk assessment and gives the corresponding countermeasures. Keywords: Business plan; the Internet Financial Information Services Industry; Financial website;III 目录 摘要.............................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表清单.................................................................................................................................VII 第一章绪论................................................................................................................................1 1.1 研究的背景及意义 .......................................................................................................... 1 1.2 文献综述 .......................................................................................................................... 2 1.2.1 关于商业计划书的撰写............................................................................................ 2 1.2.2 财经信息服务行业与财经网站的相关文献............................................................ 3 1.2.3 网络媒体的商业模式................................................................................................ 4 1.2.4 相关理论.................................................................................................................... 4 1.3 研究内容与方法 .............................................................................................................. 6 1.3.1 研究内容.................................................................................................................... 6 1.3.2 研究方法.................................................................................................................... 6 1.4 本章小结 .......................................................................................................................... 6 第二章公司介绍........................................................................................................................7 2.1 公司简介 .......................................................................................................................... 7 2.2 公司战略 .......................................................................................................................... 7 2.2.1 公司使命和目标........................................................................................................ 7 2.2.2 公司发展规划............................................................................................................ 7 2.3 产品和服务 ...................................................................................................................... 8 2.4 团队介绍 .......................................................................................................................... 8 2.5 盈利模式 .......................................................................................................................... 8 2.6 本章小结 .......................................................................................................................... 8 第三章环境分析........................................................................................................................9 3.1 宏观环境分析 .................................................................................................................. 9 3.1.1 政治环境.................................................................................................................... 9 3.1.2 经济环境.................................................................................................................... 9 3.1.3 社会环境.................................................................................................................... 9IV 3.1.4 技术环境.................................................................................................................. 10 3.2 行业分析 ........................................................................................................................ 10 3.2.1 行业发展阶段.......................................................................................................... 10 3.2.2 互联网财经信息服务业的商业模式及盈利模式.................................................. 1