I. Basis for Project Establishment (I) 1. When choosing investment projects, we must first understand the relevant industrial policies of the state, and recognize which industries are encouraged by the state and which are restricted, such as urban areas and tourist attractions, and never engage in polluting projects. At the same time, we should consider the market demand. Investment projects must have market potential, and never invest in industries where the supply of products and services has exceeded demand or is about to be saturated, so as to avoid the weakness of enterprises just entering the market. 2. Choose your familiar industry as a starting point. Give play to their own advantages, so that enterprises can operate normally in the shortest time after entering the market. Starting from familiar industries, give full play to personal advantages and reduce mistakes caused by blindness. Familiar with the situation, in all kinds of decision-making, you can make choices quickly, and improve the management level and economic benefits of enterprises. On the other hand, you may make mistakes in management because you are not familiar with the industry situation, and eventually you will be defeated by huge competitive pressure. Failure to start a business will waste investment and labor, cast a shadow over future development and seriously dampen entrepreneurial enthusiasm. (2) The project should pay attention to market research 1. What is market research? Under the condition of market economy, understanding, analyzing and mastering the market plays a key role in the success of enterprise establishment and operation. Fully understand whether it is in the early stage or after production. Mastering market information and market rules can help us to take the initiative in the competition. Market survey is to collect relevant information and data, conduct research and analysis, and provide reliable basis for market forecast. Nowadays, the market scale is constantly expanding, which has already broken the original administrative division boundaries, and there are more and more types of goods and services, and the relationship between supply and demand is complex and changeable. If operators only rely on intuition and experience, they can no longer grasp the pulse of the market. Therefore, it will be dangerous for new and old enterprises to avoid market research and rely on subjective judgment or preferential policies of the government. 2. Contents of market investigation (1) The main contents of market environment investigation include the investigation of market capacity and market share of products. For example, if an enterprise wants to put into production a certain kind of products, it must first investigate the historical sales volume of such products, whether the current market is close to saturation and what the market prospect is. Secondly, we should understand the market structure of such products, and see what manufacturers and brands they are, and how big their respective market share is. According to the above investigation, analyze their own strength and product characteristics, and judge whether this kind of products can occupy a place in the market after the enterprise is put into production. (2) the survey of consumers, including the number, gender, age, education level and purchasing power level of permanent residents and floating population in this area. We can use interviews, questionnaires and sampling surveys. So as to grasp the consumption level and psychology of consumers and judge whether our products and services meet the needs of consumers. For example, an electrical appliance company in Japan found that Japanese eating habits are gradually moving closer to the west, western food is gradually accepted by people, and more and more Japanese drink coffee. So this electrical appliance company made great efforts to develop an electric coffee pot suitable for home use. After the product was put on the market, it was very popular, which made the enterprise successful. (3) Investigation of competitors. The market economy is characterized by survival and development in competition. If enterprises want to occupy the commanding heights in the competition and strive for initiative, they should not only carefully investigate and understand consumers, but also investigate and analyze their competitors in the same industry, so as to know ourselves and ourselves. The contents of the survey include technological process, equipment status, capital status, business scale, product and service quality, sales methods, etc. By asking questions, you can be aware of yourself, so as to stay active in the competition. (III) Project evaluation 1, content prediction and evaluation. After the preliminary scheme and market investigation are completed, it is necessary to predict and evaluate the production and operation, income cost and after-tax profit of the project. (1) First, forecast and analyze the production and operation prospects according to the survey data; Predict the sales potential of your products and calculate the high and low points of market sales, that is, the maximum potential of the market and the basic sales volume of the market. (2) Price forecast and analysis. There are two main aspects: ① How to set the price of products and services. In practical work, price consists of three parts: cost, tax and profit. Therefore, the prices of products and services can be reflected by the following formula. Cost ×( 1+ cost profit rate) Price =——————— 1- Tax rate For example, the production cost of a product is 100 yuan, the average profit rate of this industry is 20%, and the VAT rate of small-scale taxpayers is 6%. The pricing of this product should be: cost ×( 1+ cost profit rate) 100×( 1+20%) price = —————————————————————————————————————. Due to market competition, when the relationship between supply and demand is unbalanced, the price will deviate from the value. At this time, enterprises are required to keep up with the changes in the market and calculate the lowest price they can bear according to their own situation. If this limit is exceeded, the enterprise will lose money. (3) Cost and profit analysis. Cost is the sum of manpower and material resources consumed by enterprises in the process of production and operation. According to their habits, costs can be divided into fixed costs and variable costs. The start-up cost of starting a business and the cost of purchasing fixed assets at one time are fixed costs, which have nothing to do with output. Raw materials, fuel, power and piece-rate wages consumed in manufacturing products are all variable costs, which change with the change of output. Profit is the final result of enterprise management, and its relationship with income and cost is: profit = income-cost-tax. Thus, in the case of relatively stable tax rate, the profit of enterprises mainly depends on income and cost. Efforts to increase income and strict cost control are two ways to increase profits. 2. Project prediction and evaluation methods. After analyzing and forecasting the income, cost and profit after the project is put into production, the special method of project investment evaluation should be used for final evaluation. There are three methods commonly used in project evaluation, namely net present value method, internal rate of return method and payback period method, which will be introduced in chapter 5. In short, an investment project from the choice; Market research, calculation of financial data and final evaluation of investment projects are all quite in-depth and meticulous work. We must seek truth from facts and strive to ensure the success of the enterprise. Ii. personnel composition and employment (1) personnel composition and basic information of the enterprise 1. The personnel of an enterprise are generally composed of two categories: management and production; However, due to the differences in enterprise scale and industry characteristics, the division between them is not absolute. Starting from the management characteristics, large and medium-sized enterprises are relatively clear in institutional setup and post division, and generally have high-level decision-making institutions, middle-level functional management institutions and grass-roots management institutions such as workshops. Small enterprises, especially individual enterprises, do not need to set up too detailed institutions and posts. Because they are small in scale and have few employees, one person may have to work part-time at the same time. The boss of an individual enterprise is also a manager, even in charge of a specific job. Therefore, the post setting and personnel composition of enterprises and institutions should be set according to management characteristics and actual needs. 2. The basic conditions of enterprise personnel should be determined according to different positions. (1) As a senior manager at the decision-making level of an enterprise, he should have high cultural quality and professional management knowledge. With the penetration of high technology into various fields, people who used to master only a single professional knowledge have begun to fall behind, and today's society needs a large number of generalists who know both technology and management. Senior managers of enterprises must always keep enterprising spirit, constantly learn and update their knowledge, and pay attention to learning from others. Only in this way can they grasp the direction and reduce the mistakes of major decisions of enterprises. (2) As a middle-level functional manager of an enterprise, he should also have certain cultural knowledge and professional management skills, have strong processing ability and coordination ability with superiors and subordinates and other departments, and successfully complete the tasks assigned by superiors. As a technician, we should learn some management knowledge and be familiar with the technology of this industry. (3) For ordinary workers and business personnel, it is mainly required to have corresponding job skills and good personal qualities. No matter what position you are in, you should try to do your job well. We should also continue to learn and improve, gradually improve our technical level and make more contributions to the development of enterprises. (II) Personnel Employment Employees employed by enterprises should conscientiously implement the national labor law and abide by labor laws and regulations. When an enterprise goes through the recruitment procedures, it must sign a labor contract with the hired employees in accordance with the regulations, and clarify the rights and obligations of both parties. The enterprise must also handle social insurance for employees in accordance with the regulations. Third, the financing of enterprise capital (a) the general proportional relationship between capital and liabilities 1. There are two financing channels for enterprises, one is capital and the other is debt. Capital is the capital that shareholders invest in starting a business. This part of the funds is only used for the normal operation of the enterprise and does not need to be returned. The purpose of shareholders' investment is to require capital appreciation and get dividends from the enterprise. Liabilities are temporarily borrowed or unpaid funds from creditor's rights through bank loans and other forms. This part of the funds will always be returned regardless of the length of time. Creditors generally do not participate in the operation of enterprises, but only ask for corresponding interest from the operation of enterprises. 2. The total capital source of an enterprise consists of capital and liabilities, so what is the appropriate ratio of capital to liabilities? From the enterprise's point of view, we must first look at the operating effect and capital profit rate. If the rate of return on funds is higher than the interest rate of bank deposits in the same period, you should borrow some loans from the bank as needed. But we must pay attention to the risk degree of the industry in which the enterprise is located. If it is a high-profit and high-risk industry, the debt ratio should not be too high, because once there is operational risk, it will be very dangerous for the enterprise if it cannot repay the loan on time. 3. From the bank's point of view, one is to look at the competitiveness, profitability and solvency of enterprises in the market, and the other is to look at the capital situation of enterprises. If enterprises have too little capital, banks are reluctant to lend. Banks generally want to lend to enterprises with capital and liabilities of about 1: 1, which have strong ability to resist risks and repay debts. In short, when starting a business, we should raise as much money as possible according to the actual situation. After putting into operation, we can borrow money from banks or other creditors in time to expand our business according to actual needs. (2) Capital raising of sole proprietorship enterprises and partnership enterprises 1. A sole proprietorship enterprise is generally an individual and family economy, and raising funds is relatively simple, mainly according to the characteristics of the industry and the scale of operation. There is little hope for such enterprises to borrow money from banks at the initial stage, so almost all the funds needed for their operations have to be solved by themselves. This requires that when starting a business, we should consider all the problems and raise enough funds to avoid the difficulties caused by the shortage of funds after putting into operation. 2. The capital raising of partnership enterprises is relatively complicated. Partners must first make clear their rights and obligations. According to the investment scale, operation mode and organization form of the enterprise, the partnership agreement is signed with each other to clarify the amount, mode and respective responsibilities of the partners. After the signing of the agreement, all partners should put their capital contributions in place within the specified time, so that everyone can jointly operate, share risks and profits. (3) Raising company capital 1. The Company Law clearly stipulates the minimum registered capital and financing methods of limited liability companies and joint stock limited companies. A company limited by shares needs a larger capital scale. In addition to the self-raised funds of the promoters, they may be publicly offered to the public with the approval of the securities administration department. 2. A limited liability company is composed of more than two shareholders and less than 50 shareholders, and the shareholders can make contributions in cash or in kind, industrial property rights, non-patented technology and land use rights. Except cash, other modes of capital contribution shall be evaluated, in which industrial property rights and non-patented technology shall be used as capital contribution, and their proportion shall not exceed 20% of the registered capital of the company. When a limited liability company applies for registration, the shareholders and the articles of association shall clearly stipulate the mode and amount of contribution of shareholders. The monetary contribution shall be deposited in the bank designated by the administrative department for industry and commerce; Capital contribution by other means shall be assessed by an accounting firm and a capital verification report shall be issued. IV. Location of the enterprise 1. Compared with other industries, industrial enterprises generally have the following characteristics; First, it covers a large area. The factory has production workshops, raw material warehouses, semi-finished products warehouses and finished products warehouses. Second, the transportation volume is large, and both raw materials and finished products need to be transported. Third, some enterprises have problems such as environmental pollution and noise disturbing people to varying degrees, affecting surrounding units and residents. Therefore, industrial enterprises should leave the urban area and be located in the suburbs with convenient transportation. In addition, the high land price in urban areas not only increases the cost of enterprises, but also is not conducive to future development. 2. The characteristic of industrial enterprise management is that customers do not need to go directly to the factory to purchase goods, but only receive business personnel from commercial and supporting manufacturers. If you produce civilian products, you can consider setting up one or two retail outlets in the urban area as a window to display and sell their products, but mainly through commercial sales. In a word, industrial site selection is a comprehensive problem, which should consider both convenience and cost, and ultimately be conducive to the development of enterprises. (2) Location of business and service industry 1. The characteristics of commerce and service industry are consumer-oriented, and there are basically no problems such as pollution and disturbing people. Therefore, the address of the commercial service industry should be chosen in the urban area with dense citizens and more floating people, which is convenient for consumers and conducive to business operation. Geographical location plays an important role in business. Two stores with the same conditions will have great business differences just because of their different locations. But in places with good geographical location, the relative land price will be high. In several major business districts in Beijing, an inch of land is valuable, which is the differential rent in political economy. Therefore, when choosing a geographical location, we should proceed from our own actual situation, taking into account both operation and cost.
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