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2020年LLC工业自动化有限公司商业计划书DOC

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随着我国经济的持续高速增长,工业自动化技术应用也越来越广。 计算机技术的出现使得工业自动化技术突飞猛进,从而大幅提高工业企业生产效 率。不论是高速大批量制造企业还是追求灵活性的定制化企业,都必须依靠自动化技术 的应用。 系统集成业务是工业自动化产业链的重要组成部分,系统集成商是系统集成技术即 工业自动化解决方案的提供者。他们应用产品制造商生产的工业自动化产品向最终用户 提供自动化系统集成服务,是工业企业发展自动化的重要合作伙伴。目前,工业自动化 集成行业正处于高速发展的阶段。 作者大学毕业后,一直从事工业自动化行业,对行业内的制造商及其产品、系统集 成商、渠道等较为熟悉。在与志同道合者一起萌生创业想法之后,我们期望结合自身优 势,于近期创办一家工业自动化公司,提供工业系统集成服务,并以此项目的商业计划 书作为 MBA 内容。 本文研究内容主要包括项目概况、行业与外部环境分析、市场分析、市场营销组合 策略、组织架构与运营管理、财务分析及风险等六个部分。外部环境采用 PETS 方法, 对于影响企业的主要外部环境因素进行分析,包括政治法律环境、经济环境、社会文化 环境、技术环境等。市场分析部分采用波特五力模型法,阐述行业的竞争规模和程度; 通过 SWOT 分析,明确公司战略方向,定位细分目标市场;通过运用 4P 市场营销理论, 阐述公司主要的市场营销策略。本文还详述了公司融资方案,通过模拟预测方法做财务 方面的分析;最后,对公司未来可能遇到的风险予以评估,并找到应对风险的对策。 关键词,工业自动化、工业自动化系统集成、创业、商业计划书II ABSTRACT Along with the nation’s sustaining and high speed increasing of economics, the applying of industry automation is more and more widespread. Industry automation is one of the most important technology for modern manufacturing industry appeared in 20th century. The main function of industry automation is to increase of efficiency and uniformity. Both the enterprise who produce a large number of production and the factory who seek to supply flexible and customized service have to rely on industry automation technology. System integration business is a very important part of the whole industry automation chain. System integrator is the supplier of industry automation solution. They use the automation product supplied by upstream manufacturer to integrate the automation system for end user. And it is the important partner of the industry company to promote their automation level. Currently,industry automation system integration industry is in important developing period. After graduation from university, the author is engaged in industry automation industry for long years. He is very familiar with the industry automation producer and their production, system integrator, and the channel etc. After emerging the mind of start a business with the people who keep the same idea, we would like to start a industry automation system integration company to supply system integration service. And take this business plan as the dissertation. The main content of the dissertation include project general situation, industry and outside environment analysis, market analysis, organization chart and business operation management, finance and risk analysis. The dissertation adopts P.E.T.S way to analyze the main environment of the company. Include political, economical, social, and technique part. In markets analysis parts, the five power model which is raised by Mr. Michael Porter is been used to elaborate the compete scale of the industry. By S.W.O.T analysis, the strategy direction and the target markets subdivision of the company is cleared. By using 4P marketingIII theory, the main marketing strategy is explained. The dissertation also analyzes the financing situation by imitating way in the financing part. At the end, the dissertation evaluates the main risk of the project, and elaborates the method to cope with the risks. Keywords: Industry Automation, Industry Automation System Integration, Start a Business, Business PlanIV 目 录 摘要....................................................................I ABSTRACT ..............................................................................................................................II 第一章 绪论...............................................................1 1.1 选题的意义和背景....................................................................................................... 1 1.2 文献综述...................................................................................................................... 2 1.3 研究内容与方法.......................................................................................................... 4 1.4 项目概要...................................................................................................................... 5 第二章 行业与外部环境.....................................................8 2.1 行业分析...................................................................................................................... 8 2.1.1 工业自动化及系统集成行业现状..................................................................... 8 2.1.2 工业自动化控制集成行业发展趋势............................................................... 10 2.2 外部环境分析............................................................................................................ 11 2.2.1 政治因素.......................................................................................................... 12 2.2.2 经济因素.......................................................................................................... 12 2.2.3 社会因素.......................................................................................................... 13 2.2.4 技术因素.......................................................................................................... 14 2.3 本章小结.................................................................................................................... 15 第三章 市场与竞争分析....................................................16 3.1 市场分析.................................................................................................................... 16 3.1.1 市场规模及增长速度...................................................................................... 16 3.1.2 各应用行业市场规模及增长速度.................................................................. 17 3.2 竞争分析(波特五力模型).................................................................................... 18 3.2.1 直接竞争者...................................................................................................... 18 3.2.2 替代者.............................................................................................................. 19 3.2.3 购买者的议价能力.......................................................................................... 20V 3.2.4 供应商的议价能力.......................................................................................... 20 3.2.5 潜在的进入者.................................................................................................. 21 3.3 SWOT 分析................................................................................................................. 21 3.3.1 优势.................................................................................................................. 21 3.3.2 劣势.................................................................................................................. 22 3.3.3 机遇.................................................................................................................. 23 3.3.3 威胁.................................................................................................................. 23 3.4 目标市场定位............................................................................................................. 23 3.5 本章小结.................................................................................................................... 25 第四章 市场营销组合策略..................................................26 4.1 产品和服务策略........................................................................................................ 26 4.2 定价策略.................................................................................................................... 27 4.3 渠道销售策略............................................................................................................ 29 4.4 促销策略.................................................................................................................... 30 4.5 本章小结.................................................................................................................... 32 第五章 组织架构与运营管理................................................33 5.1 公司组织架构............................................................................................................ 33 5.2 人力资源规划............................................................................................................ 34 5.3 股东和股权结构........................................................................................................ 35 5.4 项目运营管理制度.................................................................................................... 36 5.4.1 投标管理.......................................................................................................... 36 5.4.2 项目管理.......................................................................................................... 37 5.5 知识管理制度............................................................................................................ 37 5.6 本章小结.................................................................................................................... 38 第六章 财务分析及风险防范................................................39 6.1 项目投资估算............................................................................................................. 39VI 6.2 销售收入预测............................................................................................................. 39 6.2.1 自动化系统集成服务....................................................................................... 40 6.2.2 工业节能服务................................................................................................... 40 6.2.3 销售收入汇总................................................................................................... 41 6.3 财务报表分类............................................................................................................. 41 6.3.1 主要财务假设................................................................................................... 41 6.3.2 成本费用明细表............................................................................................... 42 6.3.3 利润表............................................................................................................... 43 6.3.4 现金流量表....................................................................................................... 44 6.4 资产负债表................................................................................................................. 45 6.5 盈利能力分析............................................................................................................. 46 6.6 风险防范.................................................................................................................... 46 6.6.1 市场风险与对策.............................................................................................. 47 6.6.2 运营风险.......................................................................................................... 47 6.7 本章小结.................................................................................................................... 48 结 论....................................................................49