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莱茵之星奔驰专用车项目商业计划书DOC

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文本描述
A thesis submitted to
Zhengzhou University
for the degree of Master
Rhine Star Benz special vehicle construction project.
Business plan
By Wang Jian-guo
Supervisor: Professor WANG Hai-jie
Master of Business Administration
Business School
April 2018
学位论文原创性声明
本人郑重声明:所呈交的学位论文,是本人在导师的指导下,独立进行研
究所取得的成果=除文中已经注明引用的内容外,本论文不包含任何其他个人
或集体已经发表或撰写过的科研成果。对本文的研究作出重要贡献的个人和集
体,均已在文中以明确方式标明。木声明的法律责任由本人承担。
学位论文作者:
4‘
日期》月
^曰
学位论文使用授权声明
本人在导师指导下完成的论文及相关的职务作品,知识产权归属郑州大学。
根据郑州大学有关保留、使用学位论文的规定,同意学校保留或向国家有关部
门或机构送交论文的复印件和电子版,允许论文被查阅和借阅;本人授权郑州
大学可以将本学位论文的全部或部分编入有关数据库进行检索,可以采用影印、
缩印或者其他复制手段保存论文和汇编木学位论文。本人离校后发表、使用学
位论文或与该学位论文直接相关的学术论文或成果时,第一署名单位仍然为郑
州大学。保密论文在解密后应遵守此规定。
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价(月Y曰
I
摘要
自改革开放以来,汽车已经由奢侈品变成大众消费的基本需求,在中国迅
速得到了普及。据不完全统计,目前中国汽车保有量达到了3亿辆,人们的生
活越来越离不开汽车。与此同时,汽车的相关功能、性能,已经不能满足于人
们的差异化的需求。由普通汽车通过专门的改装厂重新生产的旅居车、商务车,
不断满足人们生活需要,企事业单位对现有的车辆的功能升级的需求也越来越
急迫,运钞车、救护车、工具车等专用车的需求越来越大。与此同时,人们对
车辆的底盘性能也提出了更高的要求。基于世界第一品牌奔驰底盘上进行改装
的专用车、商务车越来越多的得到了大家的青睐和欢迎。目前国内主要奔驰改
装厂聚集在北京、上海及江浙一带。河南作为中原地区是全国的人口大省,机
动车保有量也是在全国前列。同时,与河南周边的湖北、安徽、山东、河北、
陕西都没有一家奔驰的专用车改装厂。在河南省郑州市建立奔驰专用车项目,
不仅仅是奔驰在中国的布局,也是市场的需求
本文基于专用车市场的需求分析、莱茵公司的介绍及投资优势、适合专用
车厂的项目实施、产品的介绍和营销策略以及财务风险分析等,对在河南地区
建立奔驰专用车厂项目的必要性进行说明
通过本文研究可知,作为奔驰经销商集团在成立莱茵之星奔驰专用车项目,
具有技术、人员及销售市场等方面的优势和保障。莱茵之星产品在市场具有极
强的竞争力。公司的工艺布局也符合工信部、发改委的相关要求,同时作为一
个制造类企业,也符合国家相关部门的要求和标准。本项目具有市场前景广阔、
盈利能力强、有较好的投资回报率,同时也填补了河南省奔驰专用车市场的空

关键词:莱茵之星 专用车 商业计划书
II
Abstract
Since the reform and opening up, the automobile has become the basic demand
of luxury goods, which has been rapidly popularized in China. According to
incomplete statistics, there are 300 million cars in China now, and people's lives are
increasingly dependent on cars. At the same time, the relevant functions and
performance of the automobile have not been satisfied with the differentiated needs of
people. Produced by special cars through specialized works to living in the car, rv,
satisfied with the living of people's living needs car, rv, and enterprises to upgrade the
function of the existing vehicle demand is becoming more and more urgent, vans,
ambulances, increasing need of vehicle, factory, etc. At the same time, people also put
forward higher requirements on vehicle chassis performance. The special cars and
commercial vehicles that have been refitted on the mercedes-benz chassis of the
world's first brand are gaining popularity and popularity. At present, the main
domestic mercedes-benz reassembly plant in Beijing, Shanghai and jiangsu and
zhejiang provinces. As the central plains, henan is the country's most populous
province, motor vehicle ownership is at the top, at the same time, the perimeter of the
hubei and henan, anhui, shandong, hebei, shaanxi have a mercedes-benz special
special automobile works. It is not only the layout of Benz in China, but also the
demand of the market.
In this paper, based on the analysis of special automobile market demand, the
Rhine company introduction and investment advantages, suitable for special depot
project implementation, product introduction and the marketing strategy and financial
risk analysis, etc., in the henan region to establish the necessity of the mercedes-benz
special depot project.
According to the research of this paper, as a mercedes-benz dealer group, it has
the advantages and guarantee of technology, personnel and sales market. Rhine star
products are highly competitive in the market. The company's process layout is also
in line with the requirements of the ministry of industry and information technology
and the national development and reform commission, as well as a manufacturing
enterprise, which meets the requirements and standards of relevant national。