随着全球化的日益加强，新一轮的科技革命和产业升级正推动着制造业的快速发 展。面对着高端制造向发达国家回流和低端制造被新兴经济体争夺的形势，我国制造业， 特别是中小型制造企业面临着如何转型升级的巨大挑战。中山市作为广东省对接国家产 业发展文件《中国制造 2025》的重要城市，正出台政策打造新型公共服务平台集聚区， 引入特色平台帮助市内中小型企业提高竞争力，实现转型升级。本报告以中山市 ZYC 质量品牌公共服务平台作为研究对象，通过商业计划书的形式，运用战略管理、营销管 理和财务管理等理论对项目各方面进行研究，分析本项目的可行性。 本文首先对中山市 ZYC 质量品牌公共服务平台的背景、行业情况和项目单位情况 进行简单描述。接着,利用 PEST 模型对行业宏观环境进行分析,发现中山市登记在册的 需要转型升级的中小型制造企业在十万家以上，因此本项目的市场潜力巨大。再利用 SWOT 模型对本项目的资源技术优势、劣势、机会和威胁进行分析，梳理出本项目发起 人所拥有的资源、信息。然后，通过 STP 分析，找到本项目的目标市场，制定出合理的 营销组合策略，帮助项目打开市场，扩大品牌知名度并提高市场占有率。在此基础上， 根据项目的目标对项目的区域设计、组织架构和建设方案及运营进行规划，对平台的管 理团队进行介绍，并列出人员配置和薪酬计划。 最后，利用会计理论对项目的财务进行分析，结合项目的各部分投入及产出进行投 融资计划，对经营结果和项目收益进行预测。利用风险管理理论对项目进行定量和定性 分析，从财务及风险角度验证本项目的可行性，可预期只要本项目进行持续运营，就会 为项目单位及当地政府带来不错的回报。 关键词，质量品牌；公共服务平台；转型升级；商业计划书；战略管理；营销管理；财 务管理； IAbstract With the increasing globalization, a new round of scientific and technological revolution and industrial upgrading is driving the rapid development of manufacturing industry. In the face of high-end manufacturing back to developed countries and low-end manufacturing by emerging economies for the situation, the manufacturing industry in our country, especially the small and medium-sized manufacturing enterprises face the great challenge of how to transformation and upgrading. Zhongshan file as guangdong docking national industry development important city of made in China 2025, is introduced policies to build the new public service platform gathering area, introduce characteristic platform to help small and medium enterprises to improve competitiveness of the city, realize the transformation and upgrading. This paper by zhongshan ZYC quality brand public service platform as the research object, through the form of a business plan, the use of strategic management, marketing management and financial management theory to study the various aspects of the project, analysis the feasibility of this project. This paper firstly describes the background, industry situation and project unit situation of the public service platform of ZYC quality brand in zhongshan city. Then, using PEST model to analyze industry macro environment and porter five models of industry competition environment analysis, found in zhongshan registered need transformation and upgrading of small and medium-sized manufacturing enterprises in more than 10 m, and the experience of the project sponsors have the unique ability to meet the market demand, therefore the objective of the market potential is tremendous. This paper analyzes the advantages, disadvantages, opportunities and threats of this project by using the SWOT model to tease out the resources and information that the project sponsor has. Then, through STP analysis, the target market of this project was found, and a reasonable 5PS marketing mix strategy was developed to help the project to open the market, expand brand awareness and increase market share. On this basis, according to project targets of the project design, organization structure and construction scheme of regional planning, the management team of platform is introduced, and list the staffing and compensation plans. Finally, the financial analysis of the project is carried out with the accounting theory, and the investment and financing plan of each part of the project is combined, and the operating results and project revenue are predicted. Using the theory of risk management of project to make the quantitative and qualitative analysis, from the perspective of financial risk and to verify the feasibility of this project, can be expected to continue to operate as long as the IIproject, will bring project units and the local government well rewarded. Key Words: Quality brand; Public service platform; Transformation and upgrading; Business plan; Strategic management; Marketing management; Financial management; III目 录 摘要...........................................................................................................................................I Abstract ..................................................................................................................................... II 第一章 绪论..............................................................................................................................1 1.1 研究背景与研究意义 ..................................................................................................... 1 1.2 文献综述 ......................................................................................................................... 2 1.2.1 商业计划书的研究................................................................................................... 2 1.2.2 战略管理的研究....................................................................................................... 3 1.2.3 营销管理的研究....................................................................................................... 5 1.2.4 质量品牌建设的研究............................................................................................... 5 1.3 研究内容及方法 ............................................................................................................. 7 1.3.1 研究内容................................................................................................................... 7 1.3.2 研究方法................................................................................................................... 7 1.4 研究思路及报告结构 ..................................................................................................... 7 第二章 项目概况....................................................................................................................10 2.1 项目简介 ....................................................................................................................... 10 2.1.1 平台的背景............................................................................................................. 10 2.1.2 平台的意义............................................................................................................. 10 2.1.3 平台的内容及特色................................................................................................. 10 2.2 平台的规划 ................................................................................................................... 12 2.2.1 平台使命和目标..................................................................................................... 12 2.2.2 平台发展规划......................................................................................................... 12 2.3 平台的运营单位及服务能力 ....................................................................................... 13 2.3.1 平台的运营单位..................................................................................................... 13 2.3.2 平台的服务能力..................................................................................................... 13 2.4 本章小结 ....................................................................................................................... 13 第三章 平台质量品牌领域内外环境分析............................................................................15 3.1 外部环境分析 ............................................................................................................... 15 3.1.1 关于制造业的政策环境......................................................................................... 15 IV3.1.2 平台于中山市的经济环境..................................................................................... 15 3.1.3 平台实施的社会环境............................................................................................. 17 3.1.4 平台创新的技术环境............................................................................................. 17 3.2 SWOT 分析 .................................................................................................................... 18 3.2.1 平台在质量品牌领域的优势................................................................................. 18 3.2.2 平台运营中的劣势................................................................................................. 18 3.2.3 平台在制造业咨询拥有的机会............................................................................. 18 3.2.4 平台在咨询业面临的威胁..................................................................................... 19 3.2.5 平台对内外环境组合分析的战略选择................................................................. 19 3.3 本章小结 ....................................................................................................................... 20 第四章 质量品牌咨询平台的营销计划................................................................................22 4.1 平台在质量品牌咨询领域的目标市场分析 ............................................................... 22 4.1.1 平台服务对象的市场细分..................................................................................... 22 4.1.2 平台业务的目标市场选择..................................................................................... 23 4.1.3 平台服务的市场定位............................................................................................. 23 4.2 平台的营销策略 ........................................................................................................... 24 4.2.1 平台的产品策略..................................................................................................... 24 4.2.2 平台的价格策略..................................................................................................... 25 4.2.3 平台的推广策略..................................................................................................... 25 4.3 本章小结 ....................................................................................................................... 26 第五章 平台的组织及运营设计............................................................................................28 5.1 平台的组织架构 ........................................................................................................... 28 5.2 平台的运营模式 ........................................................................................................... 29 5.2.1 总部的运营模式..................................................................................................... 30 5.2.2 区域分中心的运营模式......................................................................................... 31 5.3 平台的盈利模式 ........................................................................................................... 32 5.4 平台的建设计划 ........................................................................................................... 33 5.5 本章小结 ....................................................................................................................... 34 第六章 平台财务效益分析....................................................................................................35 6.1 平台的初始投资估算 ................................................................................................... 35 V6.2 财务分析 ....................................................................................................................... 36 6.2.1 平台销售收入预测................................................................................................. 36 6.2.2 平台财务报表分析................................................................................................. 39 6.3 本章小结 ....................................................................................................................... 45 第七章 平台经营的风险分析................................................................................................47 7.1 基于平台经营目标风险的定性分析 ........................................................................... 47 7.1.1 关键风险因素分析................................................................................................. 47 7.1.2 关键风险因素对策................................................................................................. 48 7.2 在定性风险因素基础上的定量分析 ........................................................................... 49 7.2.1 平台风险单因素敏感性分析................................................................................. 50 7.2.2 平台风险多因素敏感性分析................................................................................. 51 7.3 本章小结 ....................................................................................................................... 52 结 论........................................................................................................................................53