【計劃書】廣州市中經(jīng)石油化工有限公司商業(yè)計劃書

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一、概要 １.１本商業(yè)計劃書的目的 在美國證券市場直接融資 快速復(fù)制現(xiàn)有獨特的商業(yè)模式，使公司成為全球獨具特色的快速成長企業(yè)。 １.２公司介紹 廣州市中經(jīng)石油化工有限公司（China Merchants Petroleum & Chemicals Co., Ltd.，CMPC）成立于一九九七年二月，隸屬原國家經(jīng)貿(mào)委中經(jīng)實業(yè)開發(fā)公司，1999年完成脫鉤改制。公司注冊資本人民幣5060萬元，注冊地址: 廣州市黃埔區(qū)中山大道塘口路段279號，營業(yè)執(zhí)照注冊號:4401012014672，企業(yè)類型為有限責(zé)任公司。中經(jīng)石化總部設(shè)于廣州市，并在深圳、珠海和東莞分別注冊成立了分公司。公司在政府、專家和廣大客戶的支持和關(guān)心下，業(yè)已在電子商務(wù)、供應(yīng)鏈管理服務(wù)、油品供應(yīng)以及技術(shù)引進(jìn)和開發(fā)等領(lǐng)域的拓展卓有成效。公司的商業(yè)品牌是“中經(jīng)石化”，注冊商標(biāo)為“匯通咭”（China express card,商標(biāo)證號1988069）。公司創(chuàng)立的匯通加油卡運營平臺經(jīng)國家版權(quán)局評審，取得了國家知識產(chǎn)權(quán)登記認(rèn)證（登記號：2004SR12833）。公司質(zhì)量管理通過了ISO9001:2000的認(rèn)證（認(rèn)證號：00706Q10143ROM）。公司被評為廣東省信用示范單位。公司網(wǎng)址：www.22230666.com １.３公司業(yè)務(wù) 中經(jīng)公司（CMPC）的主營業(yè)務(wù)是“匯通加油卡多功能運營平臺”綜合服務(wù)，營運范圍包括為加油站提供客戶資源和客戶管理；為車輛供油、墊付加油資金及信息管理、結(jié)算服務(wù)；為銀行提供擁有車輛的優(yōu)質(zhì)客戶和銀行卡的增值服務(wù)；為中國銀聯(lián)（China Unionpay,a national organiztion,is similar to Visa or Master）創(chuàng)建具有行業(yè)特色的銀行卡POS機(jī)專用平臺。該平臺服務(wù)市場以珠三角為主體，現(xiàn)已輻射廣東省全境。該平臺建立了有協(xié)議的特約加油站1000多家，已成功發(fā)行“銀行--中經(jīng)”聯(lián)名銀行卡（China express card）的合作銀行共5家，持卡終端客戶車輛15萬臺。這種多功能資源整合平臺的運營模式類似中國的攜程(Ctrip)和e龍(elong)，但其行業(yè)跨度和資源整合的深度更加優(yōu)于攜程和e龍。 中經(jīng)公司（CMPC）的主營業(yè)務(wù)還有為到港的海上船舶供油(bunker supplier)，服務(wù)區(qū)域包括中國沿海各港口。 中經(jīng)公司（CMPC）的年銷售收入超過10億元人民幣。 １.４行業(yè)與市場概覽 在經(jīng)濟(jì)快速發(fā)展的推動下，目前，中國的物流市場需求和現(xiàn)代物流業(yè)均已進(jìn)入快速增長的時代。全社會物流總額預(yù)計達(dá)到38萬億元，年增幅在30％左右。但是，為現(xiàn)代物流產(chǎn)業(yè)提供配套的基礎(chǔ)設(shè)施建設(shè)、物流技術(shù)與裝備、網(wǎng)絡(luò)與信息、物流資金與管理體現(xiàn)的是行業(yè)分割和開發(fā)滯后，各行業(yè)均致力于建立一套更成熟的ERP（企業(yè)資源規(guī)劃）系統(tǒng)，但缺乏對不同行業(yè)供應(yīng)鏈管理的集成、整合和再利用。 中國政府遵照WTO的承諾，已于2006年12月全面放開石油產(chǎn)品市場，一些國外石油公司正在中國加緊建設(shè)物流基礎(chǔ)設(shè)施，建立油品分銷網(wǎng)絡(luò)，與國內(nèi)現(xiàn)有供銷商形成了多局的局面，車輛加油行業(yè)的競爭將由價格向服務(wù)轉(zhuǎn)變。整合金融行業(yè)、信息行業(yè)將是加油站爭奪終端車輛客戶的關(guān)鍵。 車輛加油是運輸物流行業(yè)供應(yīng)鏈管理的重要內(nèi)容，該供應(yīng)鏈管理迫切需要通過集成加油供應(yīng)鏈，實現(xiàn)車輛的動態(tài)控制和資金成本控制。與其它國家一樣，目前中國市場的油品供應(yīng)商僅能提供單一品牌的IC加油卡，缺乏涵蓋其它供油商的網(wǎng)絡(luò)服務(wù)、信息服務(wù)和銀行金融服務(wù)。 各家銀行爭發(fā)銀行卡，但是由于中國銀聯(lián)POS的用卡環(huán)境和地區(qū)消費水平的原因，使各家銀行均出現(xiàn)“卡多、錢少”，交易量低，銀行卡管理成本高。“有車一族”是銀行卡追尋的高端客戶。依托車輛加油供應(yīng)鏈平臺，推進(jìn)銀行卡消費鏈?zhǔn)倾y行卡資金供應(yīng)鏈的最佳集成。 中國銀聯(lián)銀行卡POS系統(tǒng)由于其公用性和安全性的要求，限制了用卡環(huán)境的深度發(fā)揮，損失了網(wǎng)絡(luò)信息優(yōu)勢的再利用。通過對加油站銀聯(lián)POS系統(tǒng)軟件的專用開發(fā)，進(jìn)行數(shù)據(jù)挖掘，為加油站、運輸物流車輛、銀行提供專用供應(yīng)鏈信息是中國銀聯(lián)改善POS平臺的重要突破。 中經(jīng)公司是中國市場唯一一家在加油站、車輛、銀行、銀聯(lián)中集成異業(yè)供應(yīng)鏈服務(wù)的成功企業(yè)，在全球市場也屬領(lǐng)先的運營模式。 １.５公司核心競爭力 １.５.１首創(chuàng)集成不同行業(yè)供應(yīng)鏈服務(wù)，形成“匯通加油卡多功能運營平臺”，該平臺獲得國家知識產(chǎn)權(quán)登記（登記號：2005SR01889），取得法律保護(hù)，避免被簡單模仿，不易出現(xiàn)競爭對手。 １.５.２構(gòu)筑超壟斷供應(yīng)網(wǎng)絡(luò)，通過優(yōu)選組建包括中石化(China Petroleum & Chemical Corporation, SINOPEC)、中石油(PetroChina Company Limited，PetroChina)兩大集團(tuán)所屬加油站的供油網(wǎng)絡(luò)，把不同品牌的油品資源供應(yīng)商整合為同一品牌――“中經(jīng)石化匯通卡”（China express card）。在同一區(qū)域，使任何大型集團(tuán)資源供應(yīng)商的油站群也僅是匯通卡油站網(wǎng)絡(luò)的一部分。規(guī)避了大型集團(tuán)的單一競爭。 １.５.３首創(chuàng)“油品超市”。發(fā)揮客戶群的優(yōu)勢，以委托物流的形式實現(xiàn)集團(tuán)采購，有效打壓資源供應(yīng)商的價格，在適當(dāng)優(yōu)惠下游客戶后，中經(jīng)公司又以較高的利潤水平形成了企業(yè)在市場中的核心競爭力。 １.６主要優(yōu)勢 １.６.１資源優(yōu)勢 （1）銀聯(lián)資源優(yōu)勢：中國銀聯(lián)政策規(guī)定“一臺一機(jī)”，即一商戶收銀臺只能設(shè)置一部適用各家銀行卡刷卡結(jié)算的POS機(jī)。匯通卡（China express card）特約加油站安裝的銀聯(lián)POS機(jī)權(quán)屬中經(jīng)公司，并直接聯(lián)接中經(jīng)公司的銀行賬戶。加油站業(yè)經(jīng)設(shè)定中經(jīng)公司POS機(jī)，則其他企業(yè)包括加油站所有人均不得重復(fù)設(shè)置。 （2）銀行資源優(yōu)勢：在中國，企業(yè)與銀行聯(lián)合發(fā)行銀行卡必須經(jīng)過政府銀監(jiān)部門嚴(yán)厲的審核、監(jiān)管，中經(jīng)公司已取得包括交通銀行、深圳發(fā)展銀行、中國民生銀行、廣東發(fā)展銀行和廣東農(nóng)村信用聯(lián)社共５家銀行的成功合作，還有招商銀行、中國農(nóng)業(yè)銀行等共6家的合作文件已簽署，即將陸續(xù)發(fā)行。在中經(jīng)公司的加油卡業(yè)務(wù)中，眾多的銀行合作資源優(yōu)勢體現(xiàn)在整合客戶和對客戶服務(wù)的優(yōu)勢，尤其根據(jù)各家銀行不同信貸政策和業(yè)務(wù)特點，由中經(jīng)公司安排調(diào)度滿足客戶加油款項融資的不同需求，這是任何加油站或油品資源供應(yīng)商所無法實現(xiàn)的。銀行資源優(yōu)勢是中經(jīng)公司高速發(fā)展的源動力。 １.６.２品牌優(yōu)勢 經(jīng)過精密設(shè)計、精心維護(hù)，中經(jīng)公司的“匯通”加油卡（China express card）品牌已取得了強勁的市場效應(yīng)，匯通卡Logo深入人心。在金融行業(yè)，銀行以是否與中經(jīng)公司發(fā)行聯(lián)名加油卡來衡量其銀行卡是否取得高端消費客戶；在汽車加油行業(yè)，加油站以是否已成為中經(jīng)公司特約供應(yīng)商戶來衡量其油站是否取得優(yōu)質(zhì)客戶；在車輛客戶中，汽車加油以是否使用中經(jīng)公司匯通加油卡來衡量車主是否已取得中經(jīng)公司與銀行的雙重認(rèn)可。品牌優(yōu)勢使中經(jīng)公司獲得了強大的發(fā)展后勁。 １.６.3擴(kuò)張優(yōu)勢 商業(yè)模式自我可復(fù)制性強、易于快速擴(kuò)張，目前這種模式還只在珠三角地區(qū)運行，華南其它地區(qū)、長三角、中原、華北及環(huán)渤海灣物流集散地均未涉及，這就留下了巨大的發(fā)展空間。 １.６.4相對壟斷優(yōu)勢 相對壟斷是中經(jīng)公司（CMPC）進(jìn)行產(chǎn)品商業(yè)模式設(shè)計中的核心目標(biāo)，一方面，這種商業(yè)模式的復(fù)制具有排它性。因為成品油終端市場僅允許設(shè)置一臺POS機(jī)，加上商業(yè)模式多行業(yè)整合的復(fù)雜性以及知識產(chǎn)權(quán)受到保護(hù)，使競爭對手既不能復(fù)制，也很難簡單模仿。另一方面，客戶只要接受了“匯通卡”（China express card），其消費行為事實上就被鎖定在匯通卡供應(yīng)鏈網(wǎng)絡(luò)之內(nèi)，各種結(jié)構(gòu)的服務(wù)鏈?zhǔn)箍蛻舨坏貌环艞壠渌脑龠x擇的機(jī)會，與攜程(Ctrip)和e龍(elong)的商業(yè)模式比較，這種模式更具相對壟斷優(yōu)勢。 1. ７財務(wù)預(yù)測 單位：萬元 2007年 2008年 2009年 2010年 2011年 2012年 2013年 銷售收入 180000 270000 350000 420000 500000 550000 610000 銷售成本 110000 160000 210000 250000 300000 330000 370000 經(jīng)營費用 30000 40000 50000 58000 70000 75000 85000 管理費用 30000 50000 60000 70000 75000 85000 90500 財務(wù)費用 1500 5000 7000 7000 7000 7000 7000 利潤總額 8500 15000 23000 35000 48000 53000 58000 二、商業(yè)模式介紹 ２.１產(chǎn)品及服務(wù)介紹 中經(jīng)公司的主營產(chǎn)品是匯通加油卡，產(chǎn)品的設(shè)計集石油供應(yīng)、金融服務(wù)、網(wǎng)絡(luò)技術(shù)、物流管理四大領(lǐng)域于一體，囊括成品油終端市場的物流、資金流和信息流的完整供應(yīng)鏈管理服務(wù)。 匯通加油卡（China express card），是一種印有中經(jīng)公司LOGO標(biāo)記與銀行聯(lián)名發(fā)行的銀行卡，簡稱“匯通卡”。這種專用的銀行卡有兩個賬戶，一是普通銀行賬戶，可用于普通的存取款和消費，與一般的銀行卡并無區(qū)別；另一個是專用賬戶，可通過銀行系統(tǒng)鎖定在一臺或若干臺POS機(jī)上消費，不能支取現(xiàn)金或在系統(tǒng)鎖定之外的POS機(jī)消費。兩個賬戶之間經(jīng)授權(quán)可轉(zhuǎn)帳充值，又可獨立運用。中經(jīng)公司正是利用這種專用聯(lián)名卡的特殊功能，使客戶在持卡加油時，對加油站該卡就是中經(jīng)公司出具的油品“提貨單”，對客戶該卡則是向中經(jīng)公司購油刷卡結(jié)算。中經(jīng)公司對持卡客戶提供包括融資、結(jié)算、監(jiān)管、報賬、充值等增值服務(wù)。 ２.２營運模式 （1）設(shè)計供應(yīng)鏈網(wǎng)絡(luò)。把單個的、分散的加油站以特約商戶的形式，通過銀聯(lián)的POS機(jī)網(wǎng)絡(luò)連接起來，從而形成中經(jīng)公司的供應(yīng)鏈網(wǎng)絡(luò)。即：向上游客戶中石化(SINOPEC)、中石油(PETROLCHINA)批量購油，公司客戶（車輛）憑公司的加油卡（相當(dāng)于提單）到各油站，通過專用POS機(jī)刷卡加油（提貨）。各油站每天依據(jù)專用POS機(jī)報表匯數(shù)總抵減中經(jīng)公司的庫存量；中經(jīng)公司每月憑POS機(jī)匯總報表向各用油單位結(jié)算貨款。這樣，商品從加油站流向客戶，卡內(nèi)預(yù)付資金從專用POS機(jī)流向公司賬戶，油款按月結(jié)算，完成了商品流和資金流的雙向循環(huán)。從而形成從公司采購到客戶付款提貨的完整供應(yīng)鏈以及相關(guān)數(shù)據(jù)信息的采集。 （2）設(shè)計服務(wù)鏈。針對成品油消費諸多環(huán)節(jié)中衍生出來的服務(wù)需求，向客戶提供以下服務(wù)： 【融資服務(wù)】 A、 銀行直接向客戶信貸，需要限制加油支付的由中經(jīng)公司管理平臺配合銀行監(jiān)控。 B、 中經(jīng)公司授信（賒賬），中經(jīng)公司在加油卡內(nèi)預(yù)存一定數(shù)額的資金，客戶持卡加油，先用油后付款，每月結(jié)算一次，當(dāng)卡內(nèi)資金低于某臨界值時，中經(jīng)公司的管理平臺控制系統(tǒng)會自動提示充值，公司依據(jù)提示清單將收單賬戶資金轉(zhuǎn)往卡內(nèi)充值，如此循環(huán)。 【監(jiān)控服務(wù)】 A、 消費過程的全程監(jiān)控管理。中經(jīng)公司“匯通加油卡營運平臺”系統(tǒng)自動記錄用油單位消費時間、地點、油品、數(shù)量、單價、金額、車牌號等信息，經(jīng)過車型分析、歷史分析等處理后，如有異常，管理平臺將提示異常消費，并輸送給油站、銀行跟蹤處理。實時或事后監(jiān)控查詢。 B、 車輛運行過程的全程監(jiān)控管理。中經(jīng)公司與中國聯(lián)通合作，為部分高端集團(tuán)客戶營運車輛免費安裝GPS全球定位系統(tǒng)，確保用油單位管理層對車輛運行過程的實時或事后監(jiān)控管理。 【結(jié)算服務(wù)】 公司對集團(tuán)客戶實行“一集中、四統(tǒng)一”的結(jié)算服務(wù)，即：中經(jīng)公司與集團(tuán)客戶集中月結(jié)、一票清算；統(tǒng)一代替司機(jī)打印發(fā)票，統(tǒng)一結(jié)算，統(tǒng)一報表，統(tǒng)一充值。司機(jī)只需“加油—刷卡”，即可一走了之。把填單、開票、付款、報賬、充值這類繁瑣的工作統(tǒng)統(tǒng)交給中經(jīng)公司去集中處理。既解決了司機(jī)“加油繁、報賬難”的問題，又避免了眾多司機(jī)分散報賬給客戶財務(wù)部門帶來的工作壓力和管理漏洞，減輕了財務(wù)部門的工作負(fù)擔(dān)又利于管理，司機(jī)和用油單位省事又省心。 （3）開發(fā)相應(yīng)的后臺技術(shù)支持系統(tǒng)—“匯通卡供應(yīng)鏈網(wǎng)絡(luò)集成平臺”。這種系統(tǒng)設(shè)計能滿足與銀聯(lián)POS機(jī)網(wǎng)絡(luò)數(shù)據(jù)對接并自動完成供應(yīng)鏈數(shù)據(jù)采集與分類。 （4）產(chǎn)品設(shè)計與市場推廣。與銀行聯(lián)合設(shè)計一種銷售載體—“匯通卡”，并確保這種產(chǎn)品能滿足但又不限于以上供應(yīng)鏈和服務(wù)鏈的所有功能需求。 ２.３盈利模式 （1）直接利潤：來源于供應(yīng)鏈管理的批零價差，體現(xiàn)為公司的賬面利潤或現(xiàn)金收益； （2）間接利潤：來源于為客戶提供的差異化服務(wù)，包括融資回報和降低客戶交易成本、實現(xiàn)客戶價值增值后的利潤分配。體現(xiàn)為對客戶的凝聚力和號召力，最終通過供應(yīng)鏈平臺實現(xiàn)價值轉(zhuǎn)換。 I. General 1.1. The purpose of the business plan Direct financing at the American securities business Reproducing the current unique business mode, and making the company a global fast-growing enterprise. 1.2. Company Introduction China Merchants Petroleum & Chemicals Co. Ltd., CMPC was founded in February, 1997, subjected to the China Merchants industry development company of the former Committee of Economics and Trade. In 1999 the restructure was completed. The registry capital is 50.06 million Yuan. Registry address: 279 Tangkou Section Zhongshan Road Huangpu District Guangzhou City. License number is 4401012014672. Type of enterprise: Limited Corporation. The headquarter of the China Merchants is located at Guangzhou city, and branches were established in Shenzhen, Zhuhai and Dongguan. With the support and concern of government, experts and all the customers, the company has made great achievement in the fields of Electric Business, supply-chain management service, oil product supply, and technology introducing and developing. Brand name is “China Merchants Petroleum & Chemicals Co., Ltd.，CMPC”, registered trade mark is China Express Card, trademark license number is 1988069. The China Express Card operation platform invented by the company was appraised by the State Copyright Bureau, and received the state property right register authentication (the registered number is 2004SR12833). The quality management system has passed the authentication of ISO 9001:2000 (the authentication number is 00706Q10143ROM). The company is appraised as the model credit standing company in Guangdong Province. The website of the company is www.w22230666.com. 1.3. The business scope of China Merchants Petroleum and Chemicals Co. Lit (CMPC) includes the comprehensive services of “China Express Card multifunctional operation platform”, the operation scope includes providing customer information and customer management for gas stations; providing petroleum for vehicles; providing on-credit payment for gas-filling, information management and account settling services; providing bank account recharging service for the credible customers with automobile; establishing the customized platform for POS of China Unionpay (a national organization, which is similar to Visa or Master) bank card. This platform serves the market surrounded Zhu River Delta, which is radiating to Guangdong Province today. This platform established over 1000 contracted gas stations, and there are five cooperating banks which issued China Express Card of “Bank-China Merchants” successfully. There are 150,000 vehicles with China Express Card. Such operating mode with multifunctional integrated information platform is similar to Ctrip and elong, but its trade span and integrating depth is better than Ctrip and elong. The business scope of China Merchants Petroleum and Chemicals Co. Lit (CMPC) also includes providing bunker supplier for the shipping arrived at ports, the service area includes all the ports along the China sea. The annual revenue of China Merchants Petroleum and Chemicals Co. Lit (CMPC) is more than 1 billion RMB. 1.4. Review of Trade and Market With the rapid development of economy, today, the demand in logistic market of China and modern logistic filed are entering a fast growing age. The total amount of logistic operation reaches 3800 billion RMB, with annual growth of 30%. However, the corresponding facilities, logistic technique and equipment, network and information, logistic capital and management serving for logistic lag behind the development, and all the trades are segmented. All the trades are devoted to establishing a maturer ERP (Enterprise Resource Planning), but they lack the integrating, conforming and reutilizing of the supply chain of all trades. Conforming to the promise of WTO, Chinese government has developed oil product market in December, 2006 in full scale. Some foreign oil companies are accelerating in the establishing logistic infrastructure, oil product selling network in China. Thus the domestic and overseas suppliers are appearing in Chinese market, and service becomes a critical factor in the gas-filling trade competition instead of price. Integrating financial and information trade is important in competing for more terminal automobile customers. Gas-filling for vehicles is a very important content in transporting logistic supply chain management. The supply chain is crying for dynamic automobile control and cost control through integration gas-filling supply chain. Like other countries, nowadays, the oil product suppliers in Chinese market can only provide IC gas-filling card for one brand oil, lacking network, information and bank financial services for other oil providers. All the banks are competed to issue bank cards, but due to the low consuming capacity of Unionpay POS card using area, the phenomenon of “excessive cards, insufficient money” appeared. The trade amount is low, while the bank card managing cost is high. “Car owners” are the ideal customers pursuing by the banks. The best integrating plan is promoting the bank car consuming chain relying on the gas-filling supply chain platform. Due to the requirement on utility and security of Unionpay POS card, the card-using environment is limited, and is losing the re-use of network information advantage. The crucial breakthrough of Unionpay POS platform is digging data, providing special supply chain information for the gas stations, transporting logistic vehicles and banks through the Unionpay POS system software development. China Merchants Petroleum and Chemicals Co. Lit (CMPC) is the sole enterprise which provides supply chain in different trades like gas stations, vehicles, banks and Unionpay. This is an advanced operating mode even in the global market. 1.5. the Core Competition of the Company Providing supply chain of different trades, “China Express Card multifunctional operation platform” received the state property right register authentication (the registered number is 2005SR01889) and is protected by the law. Thus avoid easy imitation and competitors. Establishing the monopolized supply chain network, selecting and reorganizing the gas stations subjected to China Petroleum & Chemical Corporation, SINOPEC, and PetroChina Company Limited，PetroChina, integrating oil products of different brands into a single brand ---- China Express Card. Make the gas station groups of any oil supplying oligarch part of the China Express Card network, thus avoid the unitary competition of the oligarch. Invent “oil products supermarket”. Take full advantage of the customer network, realize group purchase through logistic, thus reduce the supplier’s price effectively. Providing the favored prices to the terminal users, China Merchants Petroleum and Chemicals Co. Lit (CMPC) founds its core competition by higher profit margin. 1.6. The Main Advantages Information advantages (1) Unionpay information advantages: China Unionpay stipulates that “One cash register, One POS”, i.e. a commercial cash register can only connect with one POS for account settling. The contracted Unionpay POS for China Express Card is subjected to China Merchants Petroleum and Chemicals Co. Lit (CMPC), and connects directly with the bank account of China Merchants Petroleum and Chemicals Co. Lit (CMPC). Once the POS of China Merchants Petroleum and Chemicals Co. Lit (CMPC) is equipped for one gas station, other enterprises including all the staff of the gas station has no right to reset. (2) Bank resource advantages: in China, the cooperative issue of bank cards by enterprises and banks must be strictly audited and supervised by government bank supervision department. China Merchants Petroleum and Chemicals Co. Lit (CMPC) has cooperated successfully with five banks: Transport Bank, Shenzhen Development Bank, China Minsheng Bank, Guangdong Development Bank and Guangdong Agriculture Credit Society. The cooperation contracts with six more banks such as Commercial Bank, China Agriculture Bank. etc. are issuing respectively. In the gas-filling business of China Merchants Petroleum and Chemicals Co. Lit (CMPC), the advantages of integrating the customers and customer service embody the advantages of cooperating with banks. Especially China Merchants Petroleum and Chemicals Co. Lit (CMPC) can meet different financing requirement of customers based on different credit policies and business features of different banks, which can not be realized by any gas station or oil product supplier. Bank resource advantages are the motive for rapid growth of China Merchants Petroleum and Chemicals Co. Lit (CMPC). Brand Advantages With deliberate design and maintenance, China Express Card of China Merchants Petroleum and Chemicals Co. Lit (CMPC) has gain visible market effect. The logo of China Express Card goes deeply in people’s minds. In financial field, banks take issuing China Express Card as the standard of gaining high-level clients; in the field of gas-filling, gas stations take being contracted suppliers as the standard of gaining high grade customers; among the automobile customers, they take using China Express Card as the standard of being accredited by both China Merchants Petroleum and Chemicals Co. Lit (CMPC) and banks. The brand advantages provide great driving force for China Merchants Petroleum and Chemicals Co. Lit (CMPC). Expansion Advantages The business mode can be easily self reproduced, and facilitates rapid expansion. Today, this mode is only operated in Zhu River Delta, other places such as South China area, Yangzi River Delta, Middle China, North China and Bohai Bay have not been involved, thus leaving a vast development space. Comparatively monopolistic Advantages The main target of China Merchants Petroleum and Chemicals Co. Lit (CMPC) business model, one the one hand, the business mode has the exclusiveness as far as reproducing is concerned. Because only one POS is allowed in the finished oil product market, additionally, the complexity of integrating all trades business mode and property right protection, make it impossible to reproduce and simulate. On the other hand, the customers accepted China Express Card only, their consumption is limited with the supply chain network of this card. The supply chain of various structures make the customers have to give up other choices. Compared with the business mode of Ctrip and elong, this mode has monopolistic advantages. 1.7. Financial Budget unit：10000Yuan 2007 2008 2009 2010 2011 2012 2013 sales revenue 180000 270000 350000 420000 500000 550000 610000 Sales cost 110000 160000 210000 250000 300000 330000 370000 Running expenses 30000 40000 50000 58000 70000 75000 85000 Overhead expenses 30000 50000 60000 70000 75000 85000 90500 Financing expenses 1500 5000 7000 7000 7000 7000 7000 Total profit 8500 15000 23000 35000 48000 53000 58000 II. Business Mode 2.1 introduction of products and services The main product of China Merchants Petroleum and Chemicals Co. Lit (CMPC) is China Express Card, the design of the product integrated petroleum supply, financial service, network technology and logistic, including the complete supply chain management service of logistic for finished oil terminal market, capital flow and information flow. China Express Card is a bank card printed with logo of China Merchants Petroleum and Chemicals Co. Lit (CMPC), issued with the cooperation with banks. It is abbreviated to CEC. This special card has two accounts, one is common bank account, used for regular deposit and withdrawal and consumption, like usual bank cards; the other is special account, which can be used at one or several POS through bank system, and can not be used for drawing money or on the POS not set by the system. Transferring and recharging is allowed between the two accounts, and they can be used separately. China Merchants Petroleum and Chemicals Co. Lit (CMPC) takes the advantage of the special function of this card. For gas stations, this card is the “bill of lading” of China Merchants Petroleum and Chemicals Co. Lit (CMPC) ; for customers, this card is a way of account settling. China Merchants Petroleum and Chemicals Co. Lit (CMPC) provides additional services for the customers with cards, including financing, account settling, supervising, reimbursing and recharging, etc. 2.2 operation mode (1) Design the supply chain network. In the form of contracted business partner, connect single, dispersed gas stations to create the supply chain network of China Merchants Petroleum and Chemicals Co. Lit (CMPC). I.e. buy oil from high-end customers SINOPEC and PETROCHINA in batch. Customers (the vehicles) fill the car (pick up goods) at gas stations by China Express Card (bill of lading) through the special POS. every gas station reduces the stocks in China Merchants Petroleum and Chemicals Co. Lit (CMPC) based on the report made by POS everyday; China Merchants Petroleum and Chemicals Co. Lit (CMPC) settles account for each oil consumption unit according to the POS report. Therefore, the product flows from gas station to the customers, the pre-paid capital flows from POS to the company account. Accounts will be settled once a month, realizing the two-way flow of goods and capital. The complete supply chain from company purchase to customer payment and related data collecting are realized (2) Design the service chain. Providing the following services, according to the service requirement deriving from many stages in finished oil consumption: [Financing Service] A. Banks provide loan for the clients directly, and supervise the limitary filling payment with CMPC B. CMPC accepts credit. CMPC deposit a certain amount of money in the card to facilitate the customers filling. The account can be settled once a month after consumption. When the deposit in the card is lower than the minimum, the management platform control system of CMPC will prompt recharging automatically. CMPC will transfer the corresponding amount of money in the customers’ bank accounts into the card according to the list. The whole procedure will be repeated. [Supervising service] A. The supervising of the whole consumption process. CMPC “China Express Card operation platform” system will record consumption time, place, type, amount, price, total sum and plate-number etc automatically. After the car type and record analysis, if there is any abnormality, the system will prompt abnormal consumption, and send th