《实用商务项目计划设计》实施 建议和范例“开放教育试点”英语专业（经贸方向专科起点本科）《实用商务项目计划设计》实施建议和范例对外经济贸易大学 黄震华根据英语专业（经贸方向专科起点本科）教学计划的规定，学员在基本修完 本专业规定的必修课和选修课后，进入以撰写毕业论文为主的集中实践环节 本专业集中实践环节采用实用商务项目计划设计的实践课程方式一、 课程的性质与任务选择商务项目，对项目的可行性进行调查研究与分析，直至确定实施该项目 并编制项目计划，是任何工商组织经常进行的商务活动本课程旨在使学员初 步了解选择与设计商务项目的全过程，培养学员综合运用已学理论知识，提高 分析和解决问题的能力，并对学员掌握理论知识和专业技能进行全面考核二、教学要求学生要以严谨的学风、科学有效的方法、实事求是的客观态度和勇于创新的 精神完成项目设计的全过程• 充分考虑各种可行性条件，选择项目宜小，要尽可能密切结合个人工作实 践，以便在规定的时间内，独立按步骤用英语完成项目计划设计的各阶段 任务并提交计划书• 运用所学的调查方法，到现实中进行调查研究，以便发现合适的商业机会, 避免闭门造车，随心所欲编造数据如果在调查取样中涉及商业机密问题 而无法获取真实数据，可对已有经营状况进行估计，推导出所需数据。
• 运用所学的分析方法，综合分析各种调研结果，提高决策能力三、教学内容本课程分为以下四个阶段，12周完成第一阶段：学员独立通读教科书，初步了解商务项目的选择与计划过程，以 及每个阶段的基本要求，在指导教师的指导下确定商务项目第二阶段：按照教材第二、三部分的要求进行调查分析，完成并上交商业分 析、顾客状况，核心小组访谈、SWOT分析及目标分析5项报告，并与指导教 师商讨所遇到的问题与困难第三阶段：完成教材第四部分涉及的调查分析，完成并上交项目实施进度表、 项目实施流程图、成本分析、项目框架图及风险分析在指导教师的指导下修 改完善所有分析报告，为编制项目计划书做好准备第四阶段：完成项目计划书，要求正文部分不少于2,000英文词四、教学安排第一阶段 2周第二阶段 4周第三阶段 4周第四阶段 2周以上总计144学时，每周12学时，12周完成，8学分五、成绩评定学员必须完成商务项目计划设计的整个过程，根据过程中的各个环节完成情 况及计划书编写质量，按五级分评定总成绩（优秀、良好、中等、及格、不及 格），并对项目研究报告正文及附件写出评语具体分值分布如下:5%5%10%5%10%5%60% （具体分值分布另定）• 顾客状况分析• 核心小组座谈• SWOT分析• 项目实施流程图• 项目框架图• 风险分析• 项目计划书六、教与学方法学员以自学为主，在认真学习教材的基础上，注重调查研究，定期接受指导 教师指导。
指导教师应根据本大纲的要求，在项目设计过程的各个环节中为学员提供咨 询指导，检查学生所做的各阶段分析报告，提出初步评价与修改意见，并按成 绩评定标准分别给出建议成绩七、对报告格式的要求项目计划书原则按正规形式完成，对象为机构外读者也可根据项目实际, 做成内部备忘录形式项目报告及各项附件必须电脑打印，格式统一为：使用Word 6.0及以上文 字处理软件；正文字体Times New Roman,字号为12P,版心高22cm,宽16cm, 页码在外；A4幅面，每页32行（不含面码），激光或喷墨打印指导教师不审 阅手稿和不符合格式、版式的打印稿附录：对2003年度实施的几点意见1、 对2002年度学生“设计”总的评价从浙江和江苏等地七份学生的“设计”来看，总的印象相当不错课程要 求的6小项平时作业和最后的商务项目总设计项目齐全，有的还超过了课程的要 求，格式正确，语言比较通顺，总的来说达到了课程的目的要求缺点和问题有以下几点：• 有些设计的项目（如My Fresh）与课本的样本距离太近，不仅选题很 相似，而且有不少段落的安排和文字也和课本雷同，说明学生对课程 尚未完全掌握，还停留在依葫芦画瓢的阶段。
而且向同学们指出这一 点很重要，以避免以后在撰写科研文章时出现“剽窃”的问题• 有的设计（如Logistics）有自己的选题，课程所要求的内容和要点也 都已经包括在内，但语言问题相对较多，说明学生的英语水平尚未达 到运用纯熟的程度不完整句、主谓语不一致、非谓语动词、时态、 介词、词性、名词单复数等是发现的主要问题语言上的错是看到的 各设计中普遍存在的问题• 送来的作业有的多达35页，把平时的6项（有的有10项）也都包括 在内，似过于繁琐，重复之处太多我认为，平时的6次作业是为最 后总设计做准备的，是一个学习过程，同时也是过程考核的一种手段 建议导师加强对平时作业的辅导，给学生以具体的指导和帮助，同时 对学生提出严格要求，要求学生一定要按时、按要求完成这6次作 业记为平时成绩，同时作为最后总体设计的素材，最后只交总的设计 及其摘要说明即可• 内容上的问题包括：SWOT分析不够详细，（如Human Resource）,对下一步如何开展业 务展开不够内容前后矛盾，如（Logistics）中，先说产品全部出口，后又说在百货 店卖数字前后不一致，如（Logistics）中自有车辆一会儿说10辆，一会儿 说7辆。
内容与现实有较明显的距离，如（Human Resource）每人平均月工资 才500元，对猎头公司而言不太现实，设计的办公房间也太小3（Logistics）的题目太大，似超出了电大学生能掌握的程度SMART是对设计的要求，应体现在设计文本的各个方面，不必单列一 项（Piano Bar）2、 对指导教师的几点建议• 根据各地方电大的反映，每一名指导教师每次以指导十名学生为宜在 目标指导和过程指导之间，应以过程指导为主首先，应帮助学生树立 信心虽然这是一门新课程，内容和方式同学们不太熟悉，但总的说来 并不难告诉学生不必紧张如果对课本能基本理解，加上教师的指导， 平时6次小作业（占总分的40%）应能得到不错的分数，这又为总设计 打好了基础，总评成绩达到及格以上应当说是不难的，（当然，得高分既 要有好的基础，又要认真下功夫）•总的设计应包括对现在业务情况的分析（或市场分析），包括存在问题, 通过对市场、顾客及优劣势分析，做出初步设想其二是提出解决办法和目标：打算、成本、风险、管理与控制，以及进 程基本要求是SMART,即具体、可衡量、能得到各方面的赞同、符合实 际、并有明确的时间表只要能包括以上内容，言之有理，语言无重大错误，都应视为达到了课 程要求。
• 根据该课程时间为12周的安排，建议最好在第三周结束前基本确定项目 的选择第一至第二周为阅读全书熟悉内容的时间，在此期间应与学生 见面一次，了解学生对课程内容还有哪些问题，并对学生的选题提出反 馈意见第三周应把项目大体确定下来第四至第六周，学生应精读第二到第五单元，并每周完成一次 小作业（顾客情况、Focus Groups调查和SWOT分析）导师 应在第六至第七周给学生反馈，根据SMART的要求指出学生 作业中内容和语言上存在的问题，记录学生分数，不及格的学 生可以给他们一次重做的机会第八至第十周，学生应精读第六到第九单元，每周再各完成一 次小作业（行动计划、风险分析和设计框架）导师应在第十至 第十一周给学生反馈，进行一次较充分的辅导，指导学生按第 十单元的样本要求完成设计的文本和摘要第十一到第十二周为学生综合以前作业，进行归纳写作的时间• 辅导重点：第一单元：有关的概念，项目设计的要点，包括目标、产出、策略、活 动、时间表、资源、利益有关各方、环境等要求学生对课程有一个总 体的了解，教师应对学生提出明确要求，包括理解重点、以及6次小作 业和最后的设计文本和摘要的要求第二单元：业务分析，包括现状、财务状况、存在问题等。
帮助学生做 好第一个小作业：顾客分析，以增强他们的信心第三单元：顾客需求分析如何开展调查，调查结果报告帮助学生做 好第二个小作业：顾客调查报告第四单元：SWOT分析，即对企业的优势、弱势、机会和风险进行分 析，这是对前三个单元的一个小结和对积累素材的进一步分析，也是第 三次小作业，应当作为一个重点第五单元：项目目标，SMART （即具体、可衡量、能得到各方面的赞 同、符合实际、并有明确的时间表）的要求第六单元：实行计划的进程表这是第四次小作业第七单元：成本分析，包括设备与材料、时间与人力、财务费用（如银 行利息和停业损失等），与不可预见费第八单元：风险分析（包括与人、与时间、与产品相关这几个方面），重 点是利益关系人分析和对现在业务的影响这一单元有两次小作业即风 险分析和设计框架如果学生感觉过重，框架的交卷时间可以往后推一 点O第九单元：管理、评估和监控这实际上是计划开始实施后的事情，在 这一阶段，让学生有所了解即可留一点时间让学生完成设计框架，并 为起草最后的计划书做好准备第十单元：计划书的正文、摘要和附信正文应包括引言、主体和结论 三个部分要求学生对以前的素材进行综合和概括，不要一字不改地照 抄。
附信的文字应当根据呈送对象的不同而有所区别课本中的格式可 作为样本和参考，但不要照搬3、 有关项目设计辅导的几点建议1）选题• 学生最好选择自己比较熟悉的题目，项目不宜过大、过复杂项目以现 实的为好，如确有困难，学生也应作必要的调查，以使数据尽量接近现 实• 学生在确定项目实际选题时，应听取指导教师的意见，必要时应有几次 会面2）作业和完成总设计的其他准备• 要求学生独立完成：业务分析，顾客调查报告，SWOT分析，计划进程, 风险分析和设计框架等作业• 学生在完成上述作业外，还应做好目标分析和成本分析等，供最后撰写 总报告时用• 目标分析应有总体和细项，并符合SMART要求如能用电脑设计一些 图表作为辅助，则效果会更好• 成本分析应包括初始投入及运营投入初始投入视项目不同应包括：建 筑、装修、家具、设备、材料等运营投入包括租金、劳力、银行利息、 折旧、通讯、水电、维修、出差、咨询、公关、市场调研等• 利益关系人分析应照顾到可能涉及的方方面面• 风险分析应包括：与人相关，与时间相关，与产品/服务相关等方面• 还要包括对项目实施的监控3）最后的项目设计文本5• 它大体应包括：附信、封面、摘要、介绍、正文、预算、申请人资历与 经验、附录等部分。
正文是其中的重点・ 附录可包括项目涉及过程中的一些素材，如调查会纪录等附录的目的 主要是提醒学生在实际工作中，原始材料都要妥善存档课程评分这 部分不作为重点4）封面可参考以下样式:人才培养模式改革和开放故*试点www.zjtvu. cdu. cn浙江广播电视大学开放教育英语本科毕业论文项目设计学 校 专业倾向 姓 名 学 号 年 级 指导教师 Title: Campus Bookshop Expansion ProjectProposal for Bookshop ExpansionSubmitted to:Mr.Xlaoping Wang DirectorYinghua Branch OfficeBank of CommunicationPrepared by:Zhang YunSecretaryBank of CommunicationTel: 88078549Fax: 5602243Email: wou@Date: July 12,20024.两份样本 现提供Beesee Shop和Snow Fall两篇作为参考样本（已做修改）AProposal for a New Expanded Beesee Shop NingboExecutive SummaryBeesee Shop Ningbo plans to close the present shop in the Drum Tower Business Center on August 17 and open the new one in the TianYi Square on August 18 in 2002. The main reason to expand the present shop is that the shop is too small to meet the customers9 demands. Furthermore, the present site of the shop is not the most ideal place to sell ladies5 clothes in Ningbo.The new shop will be situated in the largest new shopping mall TianYi Square. It is on the first floor of the shopping mall and occupies an areaof 50 square meters.The project will bring increases in revenue and profit by around 300 % in the first year and will be even more successful in the years to come.The new shop needs an investment of RMB291, 200 in the first year to rent the premises, decorate the new shop, purchase the new equipment and furniture, stock the new clothes and offer new services.Our investigation indicates that the new shop will meet the customers5 needs, greatly increase the turnover and profit, and improve the flnancial statements.ProposalBeesee Shop Ningbo is a privately owned clothing shop. It is located on the main road in the Drum Tower Business Center and mainlysells women's formal and casual clothes ofBeesee brand. It attracts a large number of female customers between 20 and 35 in the local area.However, the present Beesee Shop only occupies an area of 20 square meters, which is hindering the shop from expanding its services. The management planned to offer a wider range of services but the limited space has constrained the implementation. Some customers complained about the insufficient stock and staff, limited range of clothing, narrow space, and improper interior layout.The best solution to the problem is to expand the present Beesee Shop so that the management can hire two more employees to handle more stock and offer better services. The shop expansion project needs RMB291, 200 to decorate the new shop, install new equipment, enlarge the stock, hire new employees and trainthe staff. RMB 100,000 would be invested by the Head Office of Beesee Fashion Company as agreed and the rest would be provided by the owner of Beesee Shop Ningbo.The new Beesee Shop would allow us to increase the profit by three times. The turnover of the new shop would be around RMB700, 000 by the end of the first year, and would be better for the years to come.New PremisesThe new Beesee Shop will be located in the new largest shopping mall in Ningbo, which is called Tian Yi Square. It is on the first floor of the shopping mall and has an area of about 50 square meters, and has the following features:* The new shop is spacious so that the aisles are wide enough for several customers to walk along.* The interior remodeling is simple but comfortable.* The shopping environment is good.* Lighting and ventilation is of the first class.New ServicesThe new shop will provide the following new services based on the customers9 requests and suggestions:* Stock larger varieties of clothes so that customers will have more choices.* Add more colorful and large sized clothes for plump ladies.* Order tailor-made clothes for special-build customers.New Facilities* Order new clothing stands and models.* Install two change rooms in the new shop.* Install an air conditioner.* Purchase a second- hand cashier machine.* Purchase some comfortable armchairs for customers.Cost BreakdownRental cost: The new shop would cost RMB 200,000 to rent each year.Remodeling: The purchase of building materials and the labor costs for the new shop would be about RMB 33,400:Labor costs15,000Flooring5,000Ceiling2,000Paint1,500Cement & Putty700Lighting2,500Timber5,000Glue& tools400Glass800Mirrors500Equipment & Furniture: The cost of equipment and furniture in the new shop would be about RMB 17,400.Clothing stands8,000Models1,000Second-hand cashier machine 900Air conditioner5,000Furniture in the shop2,000Other supplies500 Budget: The annual increase in the operatingbudget would be around RMB 40,400.Wages24,000Utilities2,000EquipmentMaintenance800Advertisement1,500MarketResearch600Tax2,500ContingencyFund9,000Total Cost of ProjectInitialcosts:Remodeling3133,400EquipmentandFurniture17,400SUB-TOTAL50,800Recurrent costs:200,000Operating40,400SUB-TOTAL240,400 TOTAL291,200RentalbudgetCOSTBenefitsOn the basis of the business available in the Drum Tower Business Center and our surveys of similar clothing shops near the Tian Yi Square, the turnover of the new Beesee Shop is expected to be around 700,000 yuan in the first year and it will be increased by 7% in the second year.The customers would find our shop assistants are more helpful than before and the shoppingenvironment has been improved a great deal. They can always find the right clothes with right sizes in the new Beesee Shop.ScheduleThe project will start at once after it is approved and the budget is available. It will take about two months to finish it, with six weeks needed to sign the contracts, remodel the new Beesee Shop etc” one week to train the staff, two weeks to make the Hnal preparation for opening the new shop in TianYi Square. Here is the action plan:By the end of Week One* Negotiate the rental of the new premises.* Sign the contract with the contractor.By the end of Week Two* Design the layout of the new Beesee Shop.* Choose a remodeling company with good reputation.By the end of Week Three* Sign the contract with the remodeling company to decorate the new shop.* Order new clothing stands, equipment and furniture.By the End of Week Four* Start remodeling the new shop.* Order new clothes.* Hire two new shop assistants.* Design some leaflets to tell our customers our new shop's address and the date of its opening ceremony etc.* Find a printing House and sign the contract with it.By the end of Week Five* Get the leaflets delivered.* Dispatch the leaflets in our present shop.* Check the remodeling project.By the end of Week Six* Check and accept the remodeling project.* Train the new shop assistants.By the end of Week Seven*Get the new equipment delivered and installed in our new shop.* Install the clothing stands and furniture.* Clean the new shop.By the end of Week Eight* Do some advertisements of our new shop in the local newspaper.* Pack up stock in the old shop.* Close the present Beesee shop and move everything to the new shop.* Get the new stock delivered and put all the stock on the clothing stands.* Hold the opening ceremony on August 18.I strongly believe that this expansion would not only meet the demands of the local customers, but also of tourists from other cities and placesbecause the TianYi Square is not only the best and largest shopping center, but also the best leisure place in Ningbo. Furthermore, the prices of the Beesee clothes are very competitive compared with the same shops nearby.Lastly, I would like to meet with you at any time this week to discuss the details of this plan and will be happy to provide any additional information that you may be interested in. Please tell me the most suitable time for me to call on you.BProposal for Remodeling Snow Fall RestaurantIntroductionSnow Fall, a privately owned restaurant on the Fifth Street, mainly carries fast foods, snacks, common dishes, prepared raw dishes, and beverages. It is now the only decent restaurant in Jin Garden Residential Complex and attracts lots of customers.However, due to the improvement of living standard, the restaurant does not meet the heightened demands of the customers in Jin Garden. People want to getcomfortable dining atmosphere, reasonable prices and good quality services. Therefore, customers complained that our services fell short of their expectations.In order to solve the problems, a survey was conducted through interviewing customers and a focus group discussion. For the focus group discussion, we invited 32 customers: 10 young residents, 10 middle age residents, 8 proprietors or their employees, 4 staff members who take care of Jin Garden. It explored the structure of the customer groups, and investigated customers' satisfaction or dissatisfaction degree over the dining circumstances, services, stock, product Items and so on. Customers showed their concern for the restaurant, suggesting that licenses should be posted on the wall, furniture and tableware be changed, quantity of per dish be increased, background music and elegant ornaments be set, business hours be prolonged, remodeling work comfortable and dishes delivery be quickenFrom these findings, we come to the conclusion that it is necessary to improve the restaurant by remodeling and staff training, etc. The improvement will enable us to provide clean and comfortable dining atmosphere and good quality services at reasonable prices to raise restaurant profile, attract more new customers and prevent losing the existing customers. The restaurant Improvement plan needs a sum of 200,000 yuan to remodel the restaurant, furnish the dining rooms, train the staff and so on.The improved restaurant would make it possible that the revenue and profit be increased by 20% annually. And, in the first year when the restaurant is Improved, net profits after tax will be increased to 90,000, compared with 75,000 at present.FindingsOpportunitiesIt is felt that there are good opportunities for us to improve our restaurant. These can be illustrated in the following factors:• No competitive restaurants in Jin Garden now.• Good relationship with the head of community center.• Improved living standard and dining concept of customers.• Favorable policies to private-owned businesses.• Exclusive right to supply fast food or refreshments all day round.• More customers from facilities to be established in Jin Garden next year.StrengthsWe think that the strengths are vital in developing our restaurant. Therefore, we should take advantage of the existing strengths thoroughly to make further progresses. These strengths can be illustrated in such factors as:• Low labor costs.• Relatively cheap source of stock.• Excellent location (near the fruit and vegetable market).• Non-interest funds.Improved premisesThe improved restaurant9 situated at its original place in Jin Garden, has the following new features:• The remodeling of restaurant facade is eye-catching and in good taste.• The interior remodeling is simple but cozy.• Lighting and ventilation of the restaurant is the first-class.• Floor and wall painting of the restaurant is waterproof and easy to clean.• Two additional boxes are elegant.Improved servicesThe restaurant will offer better services based on customers, requests and suggestions. The improved services are as follows:• Prepare diversified food and beverage items, which will provide customers with more choices.• Put the necessary licenses on the wall to show the standardization of catering trade.• Prolong the business hours at weekend to provide nighttime snacks.• Deliver food faster by recruiting one more waitress.• Provide warm and attentive human services by training the staff.• Provide background music to create a pleasant atmosphere.New productsIn addition, the restaurant will also provide some tentative products to cater todifferent customers9• Launch a series of new dishes and refreshments to satisfy customers5 requirement for diversification of the food items.• Launch a new menu that lists elaborately named food items or dishes and clearly marked prices based on the information gathered at the focus group discussion.New facilitiesAfter selling the old furniture and tableware at reduced prices, the restaurant will order space-saving tables and chairs and new-style tableware. Besides, it will purchase air-conditioners, a set of hi-fi equipment, a register, etc. The restaurant will also install some ornamental items.Cost breakdownAccording to the estimation, the restaurant will need 200,000 for remodeling, furnishing and offering new services. Expenses for specific items are listed as follows:Remodeling: The purchase of building materials and the labor cost for the improvement of the restaurant would be RMB 150,000 yuan.Labor costs60,000Cement5,000Lumber6,500Paint6,000Lighting & pipes13,000Ceiling10,000Flooring30,000Walls6,100Glue & Tools1,400Windows & doors12,000Equipment: The cost of equipment in the improved restaurant would be 38,000 yuan.Video player1,000Hi-fi equipment9,000Tables & chairs8,000Tableware4,000Air conditioners10,000Ornaments3,000Register1,000Microwave ovens1,000Staff uniforms1,000Budget: The annual Increase in the operating budget would be RMB 12,000 yuan.Wages 7,000Consultants fees 2,500Equipment maintenance 1,000Electricity cost 1,500Furthermore, we should add more iteins to the total costs as well:Public relations 4000 yuan per yearMarket research 1000 yuan per yearContingency allowance 1.5% of the annual profitInterruption to the existing business 15,000 yuanBenefitsProvided everything is in normal progress, the restaurant is supposed to increase the revenue by 100,000 yuan the first year when the project has been completed. In pace with the development of Jin Garden, the revenue is expected to Increase by 700,000 yuan in the following year. Net profit after tax will increase by 90,000 yuan the first year and approximately 108,000 yuan the following year; an increase of about 20% per year.Furthermore, the restaurant will offer various services to the customers, so they would not worry about the hygiene of the food. They can expect the ordered food to be quickly delivered instead of being terribly annoyed by waiting. They can also enjoy having dinners in comfortable dining rooins. They will find all the dishes are at reasonable prices.ScheduleThis project will take approximately two months to finish. It will start one week after it is approved and the budget is made available. In the process of this project, it needs four weeks for the preparation for remodeling, which will not interrupt the existing business. It will take one week for removing and selling the old equipment, four weeks for the remodeling, three weeks for staff training, and two weeks for the arrangement of the opening ceremony. (The last two iteins will be carried out simultaneously with the remodeling). All these five weeks will interrupt the existing business.Risks and management plansHowever, we should also consider the ri。
