数字影像技术提供的诊断信息主要是解剖学的图像，而重要的是临床医师最需要的 功能图像，它反映代谢的变化，人体组织器官的化学结构变化。另一方面，数字影像技 术提供的诊断信息大大有利于临床诊断和治疗计划的制订，医学影像技术与临床治疗技 术相结合是今后发展的方向。 口腔医疗不仅仅在于治疗，更和美容密切相关，形成了庞大的口腔健康市场。口腔 锥形束 CT 成像系统 (Cone beam computed tomography，简称口腔 CT 系统)是当今口腔 头颅影像设备中最有前途的设备，可广泛应用于口腔正畸、种植等口腔医学领域。口腔 CT 系统的应用给口腔及头颅部临床领域中的诊断和治疗带来了革命性的变化，自产品 在世纪初面世以来，在世界口腔医学界迅速普及，其将逐渐淘汰目前普遍使用的口腔影 像设备，成为技术产品的主流。2011 年，美国 FDA 预计在今后五年内全球至少有 10 万台以上的市场。 全球生产口腔厂家均为欧美韩日，共四家，国内没有厂家生产。截至 2013 年，美 国总装机量 3000 台，香港装机量 130 台，中国大陆装机量近 50 台。大陆装机量小的主 要原因，在于进口每台价格达到 300 万，高昂的价格不利于设备普及。实现高技术新兴 产品的国产化，促进国内医疗临床技术发展，是国内影像临床设备科研机构和产业界的 当务之急。 LD 公司是一家以医学影像重建为技术核心的医疗器械研发企业，自 2011 年对口腔 CT 立项，并获得了“广东省战略新兴产业”和“广州市重大医疗设备”项目专项资助。公 司投入 1300 万元人民币，历时三年，成功研发口腔 CT 样机，并应用于临床试验。同时， 也完成产品中试，完成量产前生产技术验证工作，需要引入资金实施产品产业化生产。 本报告研究内容为口腔锥形束 CT 项目的商业计划，旨在通过项目分析，为项目投 产引入资金。报告首先介绍了项目所属公司和项目基本情况，然后应用管理学相关理论， 分析口腔锥形束 CT 项目的外部环境、内部环境、市场竞争环境，明确项目的优势；其 次，通过 SWOT 分析，明确项目的发展战略和营销策略，并拟定了项目管理和实施措 施；然后，预测财务收益情况，并运用盈亏平衡分析、敏感性分析和风险分析等方法对 项目潜在的风险和相关措施进行分析。 关键词，CBCT；外部环境分析；资源能力；核心竞争力；商业计划；融资II Abstract Digital image technology to provide diagnostic information is mainly anatomy image, and it is important to clinicians need most function image, it reflects the change of metabolism, the chemical structure of the human body tissues and organs. Digital image technology, on the other hand, provides diagnostic information for clinical diagnosis and treatment plan greatly develop, medical imaging technology and clinical treatment technology is the combination of the future development direction. Oral health is not just about treatment, is more closely related and beauty, formed the huge oral health market. Oral Cone beam CT imaging system (Cone beam computed tomography, dental CT system for short) is the most promising in the modern oral skull image equipment equipment, can be widely used in orthodontics, cultivation of oral medicine. Dental CT system applied to oral cavity and the head of the field of clinical diagnosis and treatment has brought the revolutionary change, since products at the beginning of the century, the rapid expansion in the oral medicine in the world, it will be phased out at present commonly used oral imaging equipment, become the mainstream of technology products. In 2011, the FDA is expected in the next five years at least more than 100000 markets around the world. Global production of oral manufacturer in Japan and South Korea are Europe and the United States, a total of four, no domestic manufacturers. By 2013, the total installed capacity of 3000 units, the installed capacity of 130 sets of Hong Kong, mainland China installed capacity nearly 50 sets. Installed capacity of the main causes of small, is the import price of 3 million per set, high prices for equipment. LD co., LTD. Is a core technology for medical image reconstruction of medical equipment research and development enterprise, since 2011 to oral CT project, and undertook the major medical equipment projects in guangdong province, lasted three years, the successful research and development of oral CT prototype, and applied to clinical trials. Pilot, at the same time, also finished product quantity antenatal production technology work completed, the project is quantified and put into production. This article research content for the oral cone beam CT business plan of the project, aimed at through the project analysis, introduced to the project put into production. Paper first introduces the project company and project basic situation, then apply management related theory, analysis of oral cone beam CT project of the external environment, internal environment, the market competition environment, clear the advantage of the project;III Secondly, through the SWOT analysis, clear development strategy and marketing strategy of the project, and to formulate the project management and implementation measures; Then, to predict the financial returns and use of break-even analysis, sensitivity analysis and risk analysis methods analyze the project potential risks and related measures. This paper aims to analyze the feasibility of the project, the project strategic planning strategies are proposed according to the internal and external environment, showing good prospects for development and investment value of the project. This thesis also has reference value to the industry enterprise. Key words: CBCT; Analysis of the external environment; Resource ability; The core competitiveness; Business plan and financing planIV 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 目 录........................................................................................................................................IV 图表清单.................................................................................................................................VII 第一章 绪论............................................................................................................................1 1.1 研究的背景和意义.......................................................................................................... 1 1.1.1 研究的背景............................................................................................................... 1 1.1.2 研究的意义............................................................................................................... 3 1.2 文献综述.......................................................................................................................... 3 1.2.1 商业计划书相关知识............................................................................................... 3 1.2.2 CT 医学影像学技术.................................................................................................. 5 1.3 研究内容和方法............................................................................................................ 12 第二章 口腔锥形束 CT 项目概况.......................................................................................13 2.1 项目所属公司概况........................................................................................................ 13 2.1.1 组织结构................................................................................................................. 13 2.1.2 人力资源................................................................................................................. 14 2.1.3 研发能力................................................................................................................. 14 2.1.4 财务状况................................................................................................................. 15 2.1.5 生产与营销能力分析............................................................................................. 16 2.2 口腔锥形束 CT 项目概况............................................................................................. 16 2.2.1 口腔 CT 项目背景.................................................................................................. 16 2.2.2 项目情况介绍.......................................................................................................... 21 2.3 项目产业化计划............................................................................................................ 25 2.4 本章小结........................................................................................................................ 25 第三章 投资环境与行业分析..............................................................................................26 3.1 宏观环境分析................................................................................................................ 26 3.1.1 政策和法律环境分析............................................................................................. 26 3.1.2 经济环境分析......................................................................................................... 26V 3.1.3 社会环境分析......................................................................................................... 28 3.1.4 技术环境分析......................................................................................................... 28 3.2 行业环境分析................................................................................................................ 29 3.2.1 口腔影像行业发展历程......................................................................................... 29 3.2.2 口腔 CT 市场供需特征.......................................................................................... 29 3.2.3 行业竞争分析......................................................................................................... 30 3.3 外部环境的威胁和机会分析........................................................................................ 34 3.3.1 外部环境带来的机会............................................................................................. 34 3.3.2 外部环境带来的威胁............................................................................................. 34 3.4 项目的优势和劣势........................................................................................................ 34 3.4.1 内部优势................................................................................................................. 34 3.4.2 内部劣势................................................................................................................. 35 3.5 本章小结........................................................................................................................ 35 第四章 项目规划和实施措施..............................................................................................36 4.1 项目竞争战略分析........................................................................................................ 36 4.1.1 项目 SWOT 分析.................................................................................................... 36 4.1.2 竞争战略选择......................................................................................................... 37 4.2 市场定位分析................................................................................................................ 38 4.2.1 市场细分................................................................................................................. 38 4.2.2 目标市场选择和定位............................................................................................. 39 4.3 营销组合策略................................................................................................................ 40 4.3.1 产品策略................................................................................................................. 40 4.3.2 定价策略................................................................................................................. 40 4.3.3 营销渠道................................................................................................................. 41 4.3.4 促销策略................................................................................................................. 42 4.4 项目管理和实施............................................................................................................ 43 4.4.1 组织架构................................................................................................................. 43 4.4.2 管理团队................................................................................................................. 44 4.4.3 生产方案................................................................................................................. 45 4.5 本章小结........................................................................................................................ 46VI 第五章 项目收益分析..........................................................................................................47 5.0 项目投资和融资............................................................................................................ 47 5.0.1 预算预算................................................................................................................. 47 5.1 融资计划.................................................................................................................... 47 5.2 经济效益分析................................................................................................................ 48 5.2.1 生产效益.................................................................................................................. 48 5.2.2 利润估算................................................................................................................. 49 5.2.3 财务盈利能力分析................................................................................................. 49 5.2.4 不确定分析............................................................................................................. 50 5.3 社会效益分析................................................................................................................ 51 5.3.1 实现高新技术产品国产化..................................................................................... 51 5.3.2 促进临床技术发展................................................................................................. 51 5.3.3 推动产业技术进步................................................................................................. 52 5.3.4 项目的实施与省市区生物产业发展相呼应......................................................... 52 5.3.5 建设华南放射诊疗技术平台................................................................................. 52 5.4 本章小结........................................................................................................................ 53 第六章 风险分析..................................................................................................................54 6.1 政策风险与应对............................................................................................................ 54 6.2 技术风险与应对............................................................................................................ 54 6.3 管理风险和应对............................................................................................................ 55 6.4 市场风险和应对............................................................................................................ 55 6.5 财务风险和应对............................................................................................................ 56 6.6 本章小结........................................................................................................................ 56 结 论........................................................................................................................................57