目前，中国已经成为全球汽车保有量最大的国家之一，二胎政策的逐步放开 也增加了更多婴幼儿童，但是儿童安全座椅的安装率依然很低。欧美国家的儿童 安全座椅安装率在 90%以上，我国则不到 1%。欧美等国家是靠完善的立法逐步实 现高普及率，我国虽然没有相关立法，但是地方立法已经有几个城市在实施，国 家立法也指日可待。相对 1 亿辆家用车的保有量，如果以 1%的车辆使用率来计 算，儿童安全座椅使用量也将达到 100 万套的规模。可见儿童安全座椅行业前景 巨大。 石家庄取一公司成立于 2014 年 11 月，主营儿童安全座椅，其经营模式是整 合各大品牌的儿童安全座椅,以石家庄市场为基础，采用就近批发和零售方式,目 的是减少其流通成本，为消费者甄选品质优良、价格合理的产品，提供完善的售 后服务。 本文通过对石家庄地区儿童安全座椅的外部宏观环境和行业竞争环境进行客 观分析，发现石家庄地区儿童安全座椅还处于空白阶段，在石家庄地区开展儿童 安全座椅项目是可行的。对石家庄取一公司进行 SWOT 分析后，结合公司的愿 景和使命，确立了公司的战略目标，详细制定了 5 年发展计划，明确了各阶段的 竞争战略。 通过问卷调查、实地走访等方法了解了石家庄地区消费者的需求，制定了适 合本地区的产品、价格、渠道、促销策略。为了保证战略目标的实现，制定了公 司的财务计划。最后分析了公司经营过程中存在的各种风险以及投资的退出机 制。 制定此商业计划书，不仅对处于初创阶段的取一公司的发展具有重要指导意 义，而且希望为其他创业公司的发展提供借鉴。 关键词，取一公司；商业计划书；儿童安全座椅II Abstract At present, China has become one of the largest global automobile country, two- child policy gradually liberalized also increased more infants and young children, but the child safety seat installation rate is still low. Europe and the United States child safety seat installation rate of more than 90%, China is less than 1%. Europe and other countries rely on perfect legislation to gradually realize the high popularity, although China has no legislation, but local legislation has several cities in the implementation of national legislation, but also point the day and wait for it. Relative to 100 million car ownership, if 1% of the vehicle usage to calculate, child safety seat usage will reach 1 million sets of the scale. Visible child safety seat industry outlook. Shijiazhuang, a company founded in November 2014, the main child safety seat, the business model is the integration of the major brands of child safety seats, in the Shijiazhuang market as the foundation, the nearby wholesale and retail, the purpose is to reduce the cost of circulation, for the consumer selection of excellent quality and reasonable price products, provide perfect customer service. This paper through the objective analysis of the external macro environment of Shijiazhuang area of child safety seat and the competition in the industry, Shijiazhuang area child safety seat is still in the blank stage, carry out the child safety seat in the Shijiazhuang area of the project is feasible. After taking a company of Shijiazhuang for SWOT analysis, combined with the company's vision and mission, established the company's strategic objectives, detailed 5-year development plan, defined the stages of the competitive strategy. Through questionnaires, field visits and other methods to understand the needs of consumers in Shijiazhuang, the development of suitable products, prices, channels, promotion strategy. In order to ensure the realization of the strategic objectives, the company developed a financial plan. At last, it analyzes the various risks in the operation of the company and the exit mechanism of investment. The development of this business plan, not only in the start-up phase of the development of a company has an important guiding significance, but also hope to provide reference for the development of other startups. KEYWORDS: Quyi company; Business plan; Vehicle-use child safety seatsIII 目录 摘要 ........................................................................................................................ I Abstract .................................................................................................................... II 第 1 章 绪论.............................................................................................................1 1.1 研究背景与意义................................................................................................. 1 1.1.1 研究背景 ....................................................................................................1 1.1.2 研究意义 ....................................................................................................2 1.2 国内外研究现状................................................................................................. 2 1.2.1 商业计划书研究现状 .................................................................................2 1.2.2 战略管理研究现状 .....................................................................................3 1.2.3 市场营销研究现状 .....................................................................................4 1.3 研究方法与内容................................................................................................. 5 1.3.1 研究方法 ....................................................................................................5 1.3.2 研究内容 ....................................................................................................5 第 2 章 石家庄取一公司介绍 ..................................................................................7 2.1 公司发展历程 .................................................................................................... 7 2.2 组织结构 ............................................................................................................ 7 2.3 核心团队 ............................................................................................................ 8 2.4 经营范围 ............................................................................................................ 8 第 3 章 石家庄取一公司战略分析.........................................................................9 3.1 宏观环境分析 .................................................................................................... 9 3.1.1 政治与法律环境 .........................................................................................9 3.1.2 经济环境 ..................................................................................................11 3.1.3 社会文化环境............................................................................................13 3.1.4 技术环境 ...................................................................................................14 3.2 行业竞争分析 .................................................................................................. 15 3.2.1 现有竞争者...............................................................................................16 3.2.2 潜在进入者...............................................................................................18 3.2.3 供应商 .......................................................................................................18 3.2.4 购买者 .......................................................................................................20 3.2.5 替代品 .......................................................................................................20 3.3 SWOT 分析 ....................................................................................................... 20 3.4 公司愿景和使命............................................................................................... 22 3.5 公司战略目标 .................................................................................................. 22IV 3.6 公司竞争战略 .................................................................................................. 23 第 4 章 石家庄取一公司营销策略.........................................................................25 4.1 市场分析 .......................................................................................................... 25 4.1.1 细分市场 ..................................................................................................25 4.1.2 目标市场的选择 .......................................................................................30 4.1.3 市场定位 ..................................................................................................30 4.2 产品策略 .......................................................................................................... 31 4.2.1 主营产品 ..................................................................................................31 4.2.2 其他产品 ..................................................................................................31 4.3 价格策略 .......................................................................................................... 32 4.4 渠道策略 .......................................................................................................... 32 4.4.1 母婴渠道 ..................................................................................................32 4.4.2 汽车渠道 ..................................................................................................33 4.4.3 网络渠道 ..................................................................................................33 4.5 促销策略 .......................................................................................................... 33 4.5.1 人员推广 ..................................................................................................33 4.5.2 网络推广 ..................................................................................................33 4.5.3 活动推广 ..................................................................................................34 第 5 章 石家庄取一公司财务计划与风险分析......................................................36 5.1 投资分析 .......................................................................................................... 36 5.1.1 投资需求 ...................................................................................................36 5.1.2 资金投向 ...................................................................................................36 5.1.3 融资方案 ..................................................................................................36 5.1.4 投资效果 ..................................................................................................37 5.2 财务分析 ........................................................................................................... 37 5.2.1 销售收入预算............................................................................................37 5.2.2 成本费用预算............................................................................................37 5.2.3 利润预算 ...................................................................................................37 5.2.4 现金流量表 ...............................................................................................38 5.3 风险分析 ........................................................................................................... 39 5.4 退出机制 ........................................................................................................... 40 结论 ........................................................................................................................41