在当前国际和国内经济背景下，制造业直接体现了一个国家的生产力水平，是区别 发展中国家和发达国家的重要因素。2015 年国家提出《中国制造 2025》战略，战略中 明确制造业须坚持创新驱动，以加快新一代信息技术与制造业深度融合为主线，以推进 智能制造为主攻方向，构建信息化条件下的产业生态体系和新型制造模式。 东莞是全球知名制造业基地，活跃着大量制造业企业，全市规模以上工业企业总数 超过 7800 家，规模以上先进制造业企业达 2280 家，国家高新技术企业数量达 4500 家。 在贸易战、消费升级、制造业结构转型的大背景下，大量制造业工厂由单纯的代工、OEM、 转向以 ODM、打造自主品牌的转型升级道路。而在制造业企业创新升级过程中，产品 设计日趋复杂、数据急剧增长，对企业研发效率也提出了更高的要求。CAD（计算机辅 助设计）软件让这些企业能够创建、仿真、发布和管理数据，大大缩短了设计时间，使 产品快速、高效地投向市场。对于众多初创企业及小微企业来说，自身产品设计能力不 足，对设计服务外包有一定的需求。 经过对市场上 CAD 主流应用软件进行逐一调研，发现达索公司的 SolidWorks 软件 契合东莞中小型制造企业的转型升级中的设计需求，而且易于做二次开发。结合作者在 东莞从事软件、电子、机械制造等行业多年从业经验及丰富的客户资源，成立凌云软件 创业项目团队，以代理销售 SolidWorks 软件为基础并提供相关配套软件、二次开发和 CAD 设计服务。在此以该项目展开论证分析，形成本商业计划书。 本计划书中运用战略管理、营销管理、人力资源管理、财务管理等学科的理论和方 法，结合内外部环境分析及市场调查数据，全面分析一个以 SolidWorks 软件代理销售为 基础，同时提供配套工业设计服务的创业项目。最终证明该项目市场前景广阔、收益可 期、风险可控、整体方案具备可操作性并具有良好的投资价值。 关键词，计算机辅助设计；智能制造；商业计划书II Abstract Under the current international and domestic economic background, manufacturing directly reflects the productivity level of a country, also is an important factor distinguishing between developing and developed countries. In 2015, the Made in China 2025 strategy has been proposed. In the strategy, it is clear that the manufacturing industry must adhere to the innovation drive to accelerate the integration of the next generation of information technology and manufacturing industry as the main line, to promote the direction of intelligent manufacturing, and to build an industrial ecosystem and a new manufacturing model under the conditions of informatization. Dongguan is a world-famous manufacturing base, and there are a lot of manufacturing companies active there. The total number of industrial enterprises above designated size exceeds 7,800, the number of advanced manufacturing enterprises is 2,280, and the number of national high-tech enterprises is 4,500. In the context of trade wars, consumption upgrades, and manufacturing restructuring, a large number of manufacturing plants have been transformed from simple foundry and OEM to ODM and built their own brands. However, in the process of innovation and upgrading of manufacturing enterprises, product design is becoming more and more complex, and data is growing rapidly, which puts higher requirements on enterprise R&D efficiency. CAD (Computer Aided Design) software enables these companies to create, simulate, publish and manage data, dramatically reducing design time and enabling products to be brought to market quickly and efficiently. For many start-ups and small and micro enterprises, their product design capabilities are insufficient, and there is a certain demand for design service outsourcing. After conducting a series of research on the mainstream CAD application software on the market, it was found that Dassault Systèmes' SolidWorks software fits the design requirements of the transformation and upgrading of small and medium-sized manufacturing enterprises in Dongguan, and is easy to do secondary development. Combining the author's years of experience in the software, electronics, machinery manufacturing and other industries in Dongguan, and the rich customer resources, the Lingyun Software Entrepreneurship Project Team was established to provide sales related software, secondary development and CAD design services based on the agent sales of SolidWorks software. Here, the project will be analyzed and analyzed to form this business plan. This plan uses the theories and methods of strategic management, marketing management, human resource management, financial management and other disciplines,III combined with internal and external environmental analysis and market research data, comprehensive analysis of a SolidWorks software agent sales based, while providing supporting industrial design Serving entrepreneurial projects. It finally proves that the project has broad market prospects, long-term profitability, controllable risks, overall operability and good investment value. Keywords: CAD; Intelligent Manufacturing; Business PlanIV 目 录 摘要...........................................................................................................................................I Abstract ..................................................................................................................................... II 图表清单.................................................................................................................................VII 第一章 绪 论............................................................................................................................1 1.1 研究背景与意义 ............................................................................................................. 1 1.2 研究的对象和问题 ......................................................................................................... 2 1.3 文献综述 ......................................................................................................................... 2 1.3.1 关于创业及商业计划书........................................................................................... 2 1.3.2 关于战略管理的文献综述....................................................................................... 3 1.3.3 关于运营管理的文献综述....................................................................................... 5 1.3.4 关于市场营销的文献综述....................................................................................... 5 1.3.5 关于财务分析及风险管理的文献综述................................................................... 5 1.4 研究的内容与方法 ......................................................................................................... 6 1.4.1 研究内容................................................................................................................... 6 1.4.2 研究方法................................................................................................................... 7 第二章 项目基本情况..............................................................................................................8 2.1 CAD 软件行业 ................................................................................................................. 8 2.1.1 CAD 国际软件行业发展 .......................................................................................... 8 2.1.2 CAD 国内软件行业发展 .......................................................................................... 9 2.1.3 CAD 软件市场概况 ................................................................................................ 10 2.2 SolidWorks 公司概况..................................................................................................... 15 2.2.1 SolidWorks 公司介绍 .............................................................................................. 15 2.2.2 SolidWorks 公司产品介绍 ...................................................................................... 17 2.2.3 SolidWorks 公司销售模式 ...................................................................................... 19 2.2.4 SolidWorks 公司中国区情况 .................................................................................. 20 2.3 项目介绍 ....................................................................................................................... 21 2.4 本章小结 ....................................................................................................................... 22 第三章 项目环境分析............................................................................................................23 3.1 外部环境分析 ............................................................................................................... 23V 3.1.1 政策环境................................................................................................................. 23 3.1.2 经济环境................................................................................................................. 26 3.1.3 社会环境................................................................................................................. 27 3.1.4 技术环境................................................................................................................. 27 3.2 行业环境分析 ............................................................................................................... 28 3.2.1 行业内现有竞争者................................................................................................. 28 3.2.2 供应商讨价还价能力............................................................................................. 30 3.2.3 顾客讨价还价能力................................................................................................. 30 3.2.4 潜在进入者的威胁................................................................................................. 31 3.2.5 替代品的威胁......................................................................................................... 31 3.3 市场分析 ....................................................................................................................... 32 3.3.1 细分市场................................................................................................................. 34 3.3.2 目标市场................................................................................................................. 35 3.4 区域竞争对手分析 ....................................................................................................... 37 3.5 SWOT 分析 .................................................................................................................... 38 3.5.1 优势......................................................................................................................... 38 3.5.2 劣势......................................................................................................................... 39 3.5.3 机会......................................................................................................................... 39 3.5.4 威胁......................................................................................................................... 39 3.6 本章小结 ....................................................................................................................... 40 第四章 运营管理与营销策略................................................................................................41 4.1 经营定位与经营目标 ................................................................................................... 41 4.1.1 经营定位................................................................................................................. 41 4.1.2 经营目标................................................................................................................. 41 4.2 营销策略 ....................................................................................................................... 42 4.2.1 产品策略................................................................................................................. 43 4.2.2 价格策略................................................................................................................. 44 4.2.3 渠道策略................................................................................................................. 45 4.2.4 促销策略................................................................................................................. 46 4.3 创业团队与组织 ........................................................................................................... 46VI 4.3.1 创业团队组成......................................................................................................... 46 4.3.2 组织结构................................................................................................................. 47 4.3.3 职能部门介绍......................................................................................................... 48 4.3.4 人力资源管理......................................................................................................... 49 4.4 本章小结 ....................................................................................................................... 50 第五章 财务分析与风险分析................................................................................................51 5.1 投资估算和财务分析 ................................................................................................... 51 5.1.1 项目投资估算......................................................................................................... 51 5.1.2 销售收入预测......................................................................................................... 52 5.1.3 投资回收期分析..................................................................................................... 53 5.1.4 内部收益率分析..................................................................................................... 53 5.1.5 财务净现值............................................................................................................. 54 5.2 风险分析 ....................................................................................................................... 54 5.2.1 市场风险................................................................................................................. 54 5.2.2 管理风险................................................................................................................. 55 5.2.3 财务风险................................................................................................................. 56 5.2.4 技术风险................................................................................................................. 56 5.3 本章小结 ....................................................................................................................... 57 结 论........................................................................................................................................58