水是生命之源，饮用水是人类生存的基本需求。安全、健康的农村饮用水直接关系 农村人民群众的生命安全、身体健康和生活质量，关系到全面建设小康社会和社会主义 新农村目标的实现。相关资料显示，我国农村还有约 3 亿人处于饮水不安全状态，占农 村人口的 34%，其中中部地区和西部地区占 80%。来自北京中怡康时代市场研究有限公 司权威数据指出，我国 2015 年净水设备的市场规模为 228 亿元，同比增长了 41.1% 。 2016 年净水设备市场规模将有 30%左右的增长，达到 295 亿元。据中怡康数据预计， 2020 年我国净水设备市场规模将破千亿。未来十年净水设备市场将有望达到几千亿元的 市场规模，农村市场至少将占总市场份额的三分之一，甚至超过城市的份额。如此紧迫 而又广阔的市场需求，为 LT 公司农村净水设备项目提供了很好的发展机会和空间。 本项目的商业计划书是基于对 LT 公司的农村净水设备项目进行研究与分析，首先 对 LT 公司的农村净水设备项目的研究背景、意义、内容、方法、技术路线及需要解决 的问题进行说明，其次介绍了 LT 公司的农村净水设备项目的项目概况、定位与运营模 式。在此基础上，利用 MBA 课程上学习到的相关知识，重点分析了 LT 公司宏观环境、 行业竞争环境、内部环境、优势与劣势、市场需求分析、市场细分、目标市场选择、发 展战略、人员规划以及市场营销策略设计。再次分析了项目的核心部分——财务投资分 析，通过项目的盈利模式、投资预算、融资方案、项目现金流预测、项目投资价值评估 及风险资本退出方式，判断 LT 公司农村净水设备项目的可行性并为该项目的投融资决 策提供参考。最后，通过分析项目可能面临的风险并提出相对应的对策，以使得风险最 小化。 通过对 LT 公司农村净水设备项目进行全面的分析，本文认为无论是从公司内外部 环境或项目的市场定位与需求潜力，还是从财务的角度来看，该项目都具有较高的投资 价值，且风险可控。因此，LT 公司农村净水设备项目是一个值得投资的好项目，值得 投资者投资及长期持有。 关键词，商业计划书；净水设备；农村市场II Abstract Water is the important source in our daily life, drinking water is a basic human survival. In rural areas, safe and healthy water is directly related to the safety, health and quality of the rural masses, and also related to the realization of building a moderately prosperous society and a new socialist countryside goal. Related information showed that there were about 300 million people in the state of unsafe drinking water, accounting for 34 percent of the rural population, of which the central and western regions accounted for 80%. Authoritative data from the Beijing PRC market research Co. showed that the market volume of China's 2015 water purification equipment was nearly 22.8 billion, an increase of 41.1%.growth of The Water purification equipment market size in 2016 was about 30%, reaching to 29.5 billion. According to the PRC, our water purification equipment market was expected up to billion in 2020. Before the next decade, Water purification equipment market is expected to reach market size of several hundred billion, and the rural market will be at least one-third of the total market share, even more than the share of the city. Facing such a urgent and broad market demand, this project provides a good opportunity for LT company in developing rural water project equipment. This Business plan is a research and analysis which based on LT's rural water equipment project, firstly, the company's research background, significance, content, method, technique route and the problem to be solved were described. Secondly,introduced project overview, the positioning and operation mode of LT's rural water equipment project. And then, using what have learned on the MBA curriculum, deeply insights into the LT firm macro environment, industry, competitive environment, internal environment, strengths and weaknesses, market demand analysis, market segmentation, target market selection, development strategy, personnel planning and marketing strategy, and finally, make a analysis of the core analysis project part——financial investment analysis, through profit model of the project, the investment budget, financing plan, project cash flow projections, valuation of investment projects and risk capital exit, and to determine the feasibility of LT's rural water equipment project, and then to provide a reference for the project investment and financing decisions. To minimize risk, by analyzing the risk which the project may face, and make corresponding countermeasures. By make a comprehensive analysis on LT's rural water equipment project, we think either from internal and external environment, market position or project with the potential demand, or from a financial point of view, the project has a high investment value, and theIII risk can be controlled. Thus,the project of LT company rural water purification equipment is a good worth investing project,which can be invested and long-term holding by investors. Key Words，Business Plan; Water Purification Equipment; Rural AreasIV 目录 摘要.......................................................................................................................................I ABSTRACT.......................................................................................................................... II 图表清单 ............................................................................................................................ IX 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 1.1.3 问题的提出 ............................................................................................................3 1.2 研究目标、研究内容与技术路线 ...............................................................................3 1.2.1 研究目标 ................................................................................................................3 1.2.2 研究内容 ................................................................................................................3 1.2.3 技术路线 ...............................................................................................................4 1.3 文献综述......................................................................................................................5 1.3.1 商业计划书及其撰写研究 ....................................................................................5 1.3.2 农村饮水安全现状及原因研究 ............................................................................6 1.3.3 解决国内农村饮用水安全问题的对策研究 .........................................................7 1.3.4 国内外饮水设备发展现状 ....................................................................................8 1.3.5 投资决策、战略管理等研究 ..............................................................................10 1.4 研究方法及解决的关键问题.....................................................................................11 1.4.1 研究方法 ..............................................................................................................11 1.4.2 解决的关键问题...................................................................................................11 1.5 本章小结....................................................................................................................12 第二章 项目概况及环境分析.............................................................................................13 2.1LT 公司简介 ................................................................................................................13 2.1.1LT 公司的简介......................................................................................................13 2.1.2LT 公司的目标......................................................................................................13 2.1.3LT 公司的组织架构 ..............................................................................................14 2.2 项目介绍 ....................................................................................................................14V 2.3 主要产品、技术和服务.............................................................................................15 2.3.1 公司产品和技术..................................................................................................15 2.3.2 公司服务及工程案例..........................................................................................17 2.4 项目的初步定位与运营模式.....................................................................................18 2.4.1 项目初步定位 ......................................................................................................18 2.4.2 项目运营模式 ......................................................................................................18 2.5 宏观环境分析 ............................................................................................................18 2.5.1 政策法律环境 .....................................................................................................18 2.5.2 经济环境 .............................................................................................................22 2.5.3 社会环境 .............................................................................................................25 2.5.4 技术环境 .............................................................................................................26 2.5.5 宏观环境分析小结..............................................................................................29 2.6 行业竞争环境分析 ....................................................................................................29 2.6.1 潜在进入者的威胁..............................................................................................29 2.6.2 替代品或服务的威胁..........................................................................................31 2.6.3 现有竞争者分析..................................................................................................31 2.6.4 供应商讨价还价的能力......................................................................................33 2.6.5 顾客讨价还价的能力..........................................................................................34 2.6.6 波特五力模型分析小结......................................................................................35 2.7 项目的 SWOT 分析 ...................................................................................................36 2.7.1 优势.....................................................................................................................36 2.7.2 劣势.....................................................................................................................36 2.7.3 机会.....................................................................................................................37 2.7.4 威胁.....................................................................................................................37 2.7.5 SWOT 分析小结 ..................................................................................................38 2.8 本章小结....................................................................................................................38 第三章 项目投资运营规划.................................................................................................40 3.1 市场需求分析 ............................................................................................................40 3.2 市场细分、目标市场的选择.....................................................................................40 3.2.1 市场细分 .............................................................................................................41VI 3.2.2 目标市场选择 .....................................................................................................41 3.3 项目定位及发展战略.................................................................................................42 3.3.1 项目定位 .............................................................................................................42 3.3.2 项目发展战略 .....................................................................................................43 3.4 项目运营管理 ............................................................................................................44 3.4.1 组织结构 .............................................................................................................44 3.4.2 管理模式 .............................................................................................................44 3.4.3 工作职责 .............................................................................................................44 3.4.4 管理团队 .............................................................................................................45 3.4.5 人员规划 .............................................................................................................45 3.5 项目的实施与控制 ....................................................................................................46 3.6 本章小结....................................................................................................................46 第四章 项目营销策略设计.................................................................................................47 4.1 产品策略....................................................................................................................47 4.2 定价策略....................................................................................................................48 4.3 渠道策略....................................................................................................................48 4.3.1 直营店模式 .........................................................................................................49 4.3.2 租赁模式 .............................................................................................................49 4.3.3 会销模式 .............................................................................................................49 4.3.4 大型商超销售模式..............................................................................................50 4.3.5 经销商模式 .........................................................................................................50 4.3.6 关系模式 .............................................................................................................51 4.3.7 互联网+模式 .......................................................................................................51 4.3.8 政府合作模式 ......................................................................................................52 4.4 促销策略....................................................................................................................52 4.4.1 广告策略 .............................................................................................................52 4.4.2 人员推销策略 .....................................................................................................53 4.4.3 营业推广策略 .....................................................................................................55 4.5 服务策略....................................................................................................................56 4.6 本章小结....................................................................................................................56VII 第五章 项目财务投资分析.................................................................................................58 5.1 项目的盈利模式.........................................................................................................58 5.2 投资预算 ....................................................................................................................58 5.2.1 房屋租赁费用 ......................................................................................................58 5.2.2 设备购置费用 ......................................................................................................59 5.2.3 开办费用 ..............................................................................................................59 5.2.4 人员薪酬 .............................................................................................................59 5.2.5 其他......................................................................................................................59 5.2.6 项目总投资 ..........................................................................................................59 5.3 融资方案 ....................................................................................................................60 5.4 经济收入、支出及现金流量预测..............................................................................60 5.4.1 项目收入分析 ......................................................................................................60 5.4.2 项目支出分析 ......................................................................................................61 5.4.3 项目现金流量预测...............................................................................................62 5.5 项目投资价值评估.....................................................................................................64 5.5.1 投资回收期法(DPP).............................................................................................64 5.5.2 净现值法分析法(NPV) ........................................................................................64 5.5.3 内部收益率分析法(IRR)......................................................................................65 5.6 风险资本退出方式.....................................................................................................65 5.6.1 公开上市发行 .....................................................................................................65 5.6.2 被其他企业兼并收购...........................................................................................67 5.6.3 管理层回购 .........................................................................................................67 5.6.4 退出机制的选择...................................................................................................67 5.7 本章小结 ....................................................................................................................68 第六章 风险分析及对策 ....................................................................................................69 6.1 风险定量分析——单因素敏感性分析 ......................................................................69 6.2 风险定性分析.............................................................................................................69 6.2.1 外部环境风险 ......................................................................................................69 6.2.2 行业技术风险 ......................................................................................................69 6.2.3 市场竞争风险 ......................................................................................................70VIII 6.2.4 管理风险 ..............................................................................................................70 6.3 风险应对措施.............................................................................................................70 6.3.1 外部环境风险对策...............................................................................................70 6.3.2 行业技术风险对策...............................................................................................70 6.3.3 市场竞争风险对策...............................................................................................71 6.3.4 管理风险对策 ......................................................................................................71 6.4 本章小结....................................................................................................................71 结论.....................................................................................................................................72