随着中国经济迅速发展带来的巨大节能减排需求以及国家政策明确对节能行业的 倾斜,中国节能行业的发展前景是十分广阔和巨大的"为此,本文展开了针对YH节能 服务公司商业计划书的研究" 在总体结构上,本商业计划首先论述了该项目产生的背景和意义,并对YH公司进 行了简要介绍;其次,运用PEST分析法发现了节能服务市场的广阔前景,运用五力模 型对竞争环境分析发现了YH公司存在的行业机会,并运用SWOT方法分析了YH公司 所面临的外部的机会和威胁以及内部优势和劣势,并以此制定了公司的战略;接着,运 用市场营销的理论来确定目标市场!市场细分以及进行市场定位,并制定了具体的营销 策略;然后,运用财务管理的知识制定融资策略并分析了项目的投资回报;最后,运用 风险管理的相关理论对公司项目执行过程中可能遇到的风险进行分析并提出相应的风 险控制对策,并得出结论供投资者决策参考" 该商业计划书经过充分地分析论证,YH公司在节能服务及运营模式上明显的核心 竞争优势"通过整合营销手段和渠道策略,在不到5年的时间,YH节能技术服务公司 将成为当地建筑节能业中最值得信赖的商业伙伴之一,实现投资内部收益率48%"同时, 通过财务预测分析,只需2.42年时间YH公司就能收回本次投资,动态投资收益率达 41.犯%"所以,YH商业计划是顺应时代的需要,符合市场发展的规律,具有良好的投 资价值和发展前景" 关键词:建筑节能;节能服务;竞争分析;营销策略;财务预测AB5TRACT WithhugedemandofenergysavingandemissionreductionresultedbyChineserapid eeonomiedeveloPmefltandnationalPolieyforinenergyeonservationindustry,the develoPmentProsPeetsofChina,5energy一savingindustry15veryhugeandbroad.Therefore, thisartielemakesastudyonthebusinessPlanofYHenergy一savingservieeeon1Pany. Firstl又thisPaperdiseussesthebaekgroundandsignifieaneeofreseareh,andintroduees YHConlpanybriefly.Seeondl又wefoundthebroadprospeetofenergyeonservationserviee marl-etbyPESTanalysis,andanalysiseon1PetitiveenvironmefltfoundYHeon1Panyexisting eflteringoPPortunitiesbyfiveeon1Petitiveforeesmodel,andanalysisiflternaladvalltagesand disadvalltages,extemaloPPortunitiesandthreatsofYHCon1Pan又andthenestablishesthe eon1Pany,5strategybySWOTmethod.Thirdl又thisPaperdeterminestargetmarl-et,marl-et subdivisionandmarl-etPositioning,andformulatesdetailedmarl-etingstrategiesbythe marl-etmarl-etingtheories.Fourthl又thisPaperformulatesfinaneingstrategiesandanalyzes thereturnoninvestmentProjeetsbasedonfinaneialmanagemefltknowledge.Finall又this Paperelaboratesrisksofenergy一savingofHYCon1PanyandPlltsforwardtheeorresPonding eoufltermeasurebythetheoryofriskmanagemeflt,andlastmakesasummaryforinvestorsto deeision一making. ThebusinessPlanwasanalyzedanddemonstratedfull又andfoundYHCon1Pallyhad obviouseoreeon1Petitiveadvalltagesinenergy一savingservieeandoPerationmode.Through theintegrationofmarl-etingmethodsandehannelsstrateg又energy一savingservieeeanbethe mosttrustedbusinessP叭nerofbuildingenergyindustryandifltemalinvestmefltretumean bereaeh48%inlessthan5years.Mean!vllile,throughfinaneialforeeastanalysis,YH Con1Panyeantakealltheinvestmentabout2.42years,dynamieinvestmentretumrate15 abollt41.32%.Therefore,thebusinessPlanofYHCon1PanyistheneedofTimes,eon1Plies withtherulesofmarl-etdeveloPmeflt,andhasgoodinvestmefltvalueanddeveloPmeflt ProSPects. Kcywords:Building# Marl-eting energyeffieieney二Energy一savingserviees二Con1Petitiveanalysis二 strategy二FinaneialProjeetions II目录 摘要...........................................................................................................................I ABSTRACT.................................................................................................................11 图表目录....................................................................................................................Vl 第一章绪论..............................................................................................................1 1.1研究背景及意义...............................................................................................1 1.1.1研究背景....................................................................................................1 1.1.2研究意义....................................................................................................2 1.2文献综述...........................................................................................................4 1.2.1节能及节能服务公司................................................................................4 1.2.2合同能源管理............................................................................................6 1.2.3国内外建筑节能服务研究........................................................................7 1.2.4能源管理平台............................................................................................8 1.2.5商业计划书................................................................................................9 1.3研究内容和框架.............................................................................................10 第二章公司及项目概况........................................................................................12 2.1公司简介.........................................................................................................12 2.2项目概况.........................................................................................................13 第三章组织结构及管理团队................................................................................14 3.1组织结构.........................................................................................................14 3.2管理团队.........................................................................................................14 3.3公司规划.........................................................................................................15 3.3.1经营理念..................................................................................................15 3.3.2管理模式..................................................................................................16 3.3.3工作职责..................................................................................................16 3.3.4人员规划..................................................................................................17 3.3.5薪酬设计和绩效评估..............................................................................18 3.4本章小结.........................................................................................................19 第四章项目环境及公司分析................................................................................20 4.1宏观环境分析.................................................................................................204.1.1政治环境..................................................................................................20 4.1.2经济环境..................................................................................................21 4.1.3社会环境..................................................................................................21 4.1.4技术环境..................................................................................................22 4.2行业环境分析.................................................................................................23 4.2.1现有行业竞争强度和对手分析..............................................................23 4.2.2潜在进入者的威胁..................................................................................24 4.2.3替代者的威胁..........................................................................................25 4.2.4供应商议价能力......................................................................................25 4.2.5客户议价能力..........................................................................................25 4.3项目SWOT分析............................................................................................27 4.3.1项目优势分析..........................................................................................27 4.3.2项目劣势分析..........................................................................................29 4.3.3项目机会分析..........................................................................................29 4.3.4项目威胁分析..........................................................................................30 4.3.5项目SWOT矩阵及策略分析.................................................................31 4.4本章小结.........................................................................................................犯 第五章营销计划......................................................................................................33 5.1未来五年销售目标.........................................................................................33 5.2市场分析.........................................................................................................34 5.2.1市场细分..................................................................................................34 5.2.2目标市场..................................................................................................35 5.2.3市场定位..................................................................................................35 5.3营销策略.........................................................................................................36 5.3.1产品策略..................................................................................................36 5.3.2定价策略..................................................................................................37 5.3.3渠道策略..................................................................................................37 5.3.4促销策略..................................................................................................38 5.4本章小结.........................................................................................................38 第六章财务预测与分析........................................................................................39 IV6.1融资计划.........................................................................................................39 6.1.1资金使用计划...........................................................................................40 6.2股东及股份结构.............................................................................................40 6.3财务分析.........................................................................................................40 6.3.1财务报表分析..........................................................................................41 6.3.2投资回报分析..........................................................................................44 6.3.3公司价值评估...........................................................................................46 6.3.4资本退出方式..........................................................................................48 6.3.5财务敏感性分析......................................................................................49 6.4本章小结.........................................................................................................50 第七章风险及对策..................................................................................................51 7.1风险因素.........................................................................................................51 7.1.1技术风险..................................................................................................51 7.1.2管理风险..................................................................................................51 7.1.3市场风险..................................................................................................53 7.1.4财务风险..................................................................................................53 7.2风险控制对策.................................................................................................54 7.3本章小结.........................................................................................................56 结论........................................................................................................................57