本文是为安池锂能（新余）有限公司“二千万安时二次锂电池组封装项目”融资而 准备的商业计划书，从公司的发展战略、组织架构、商业模式、技术背景、市场环境及 竞争分析、市场营销策略、财务与风险分析、融资方式及投资回报等方面，对安池锂能 （新余）有限公司二千万安时二次锂电池组封装项目进行了详细分析和规划，期望为项 目融资 2000 万元，为企业迅速进入目标市场、把握 3G 通信和动力锂电池组发展机遇， 为投资者赢得可观的利润回报。本计划书不仅具有融资的重要功能，而且对企业的发展 具有战略性的指导意义。 在国际能源危机和全球气候变暖的大背景下，世界各国都在致力于绿色清洁能源的 开发和利用，二次锂电池（锂能）与太阳能、风能、核能等清洁能源面临前所未有的发 展机遇；而通信电子和互联网产业的发展与普及，使得二次锂电池市场需求不断增长； 其广泛应用于 3C 消费类电子产品、UPS 不间断电源、工业扫描仪、矿灯、医疗设备、 金融 POS 终端机、电动工具、电动自行车、电动摩托车、电动轮椅、航空模型、国防军 工等领域；随着全球低碳经济的兴起，电动汽车及大型储能系统迎来发展机遇，EV 动力 锂电池组及大型储能锂电池组面临不断增长的市场需求。 二次锂电池组封装行业是个资金密集性的高新技术产业，进入门槛相对较高，技术 含量广泛，要求行业分析全面、市场定位精准、技术体系完备、产品质量稳定、反应速 度快捷、制度弹性灵活和服务个性化等。安池锂能（新余）有限公司的目标市场为国内 外便携式电子产品包括中高端消费类电子产品和工业类电子产品的配套需求，致力于成 为各品牌厂商的主流供应商；在 EV 动力锂电池及大型储能锂电池方面，保持技术储备 与市场关注，择机进入，以自主品牌为主，作为未来公司增长的新业务单元。 安池锂能（新余）有限公司拟项目融资 2000 万元，其中管理技术团队资金 500 万 元，计划向上市公司 GF 锂业融资 1500 万元。根据资本资产定价模型（CAPM），假定 本项目行业的期望收益率为 15%，计算周期为 5 年，则项目的贴现回收期为 3.34 年， 内部收益率为 46.18%，净现值约 3000 万元，2015 年销售收入约 3.8 亿元；项目风险较 低，并可有效预防。 本文采用商业计划书文体，对二次锂电池组封装行业现状进行分析，展望其未来良 好发展态势，结合项目团队在技术、管理、市场营销及客户资源等方面的经验和优势， 以及工商管理相关理论知识，对本项目做出可行性分析和详细规划，充分展现了项目的II 良好前景与投资价值，也符合节能环保低碳经济的时代趋势。 关键词，二次锂电池；锂电池封装；EV 动力锂电池组；储能锂电池组III ABSTRACT This business plan, which introduces the project named 20M Ah Secondary Lithium Battery Pack of Safecell Lithium Energy (Xinyu) Co., Ltd, conducts a detail analysis of the project from the company built background, corporation's organizational structure, macroscopical industry environment and competitive strength, marketing planning and strategy, financial budget and the investment yield etc. Expectations for project financing CNY 20 million enterprise capital or private capital,make the company quickly reach the target markets of 3G communications and power lithium batteries and seize the development of opportunities to gain substantial profits for investors. The business plan is not only important financing function, but also the trategic significance for the development of enterprise. In the international energy crisis and the global context of climate warming, the world are committed to green clean energy development and utilization, secondary lithium batteries (lithium energy), solar energy, wind energy, nuclear energy and other clean energy are facing the unprecedented opportunities for development; With the development of communication electronics and popularization of the Internet, making the growing demand for secondary lithium battery market; its widely used in 3C electronicial products, UPS uninterruptible power supply, industrial scanner, miner's lamp, medical equipment, financial POS terminal , Power tools, electric bicycles, electric motorcycles, electric wheelchair, model airplanes, defense and military fields; with the national emphasis on low-carbon economy and development of electric vehicles and energy storage systems, power lithium battery for EV and large-scale energy storage lithium battery are faced with the large development opportunities and the rapid growing market demands. Through the surveys to industrial customers and some visits to lithium battery pack makers, combined with the project team more than ten years of industry experience and excellent customer relations resources, the success of this project has laid a good foundation. Secondary lithium battery packaging industry is a capital-intensive high-tech industries, relatively high barriers to entry, wide-tech, requiring a comprehensive industry analysis, accurate market positioning, complete technical system, stable product quality, fast response speed, flexible operation mechanism and services personalization. Target market of Safecell Lithium Energy (Xinyu) Co., Ltd. for portable electronic products in the domestic and oversea, including consumer electronics and industrial electronics products; to become the mainstream of the brand manufacturer; In the field of power lithium battery pack for EV and theIV large-scale lithium battery pack for large energy storage system, maintaining technical reserves and market concerns, choosing the access to independent brands qua the future growth in new business unit. To establish the organizational structure which is suitable for company’s developing strategy and a competitive salary system to encourage and attract talent, keeping the stability of management team and the sustainable development of company. Safecell Lithium Energy (Xinyu) Co., Ltd. intends to invest CNY 20 million for project, including the existing shareholders of CNY 5 million,who belong to management and technology team,and plan financing of CNY 15 million from GF Lithium which is a list company. According to the capital asset pricing model (CAPM), assuming 15% discount rate and calculation cycle of 5years, the project payback period is 3.34 years, 46.18% internal rate of return, net present value of CNY 30 million, the sales revenue can be over CNY0.37 billion after 5 years, so the project risk is very low, which can effectively be prevented or lowered. Additionally, the exit of venture capital can be an internal transfer of shares or stock market circulation ways. In this paper, business plan style, analyzing the situation of secondary lithium battery pack industry and looking forward to the future good development trend, combined with project team’s experience and strengths in technology, management, marketing and customer resources and related business management theoretical knowledge, making the project feasibility analysis and detailed planning, opening out the good project vista and the investment value, also according with the trend of times of clean energy and low-carbon economy. Key words，Secondary Lithium battery pack; Lithium battery pack; Power lithium battery pack for EV; Energy storage systemV 目 录 摘要.........................................................................................................................................I ABSTRACT ............................................................................................................................. III 图表清单...............................................................................................................................VIII 第一章 绪论............................................................................................................................1 1.1 研究的背景及意义 ......................................................................................................... 1 1.2 文献综述 ......................................................................................................................... 3 1.2.1 关于商业计划书撰写.............................................................................................. 3 1.2.2 关于锂电池封装产业现状与发展前景.................................................................. 4 1.2.3 关于市场定位与营销组合策略.............................................................................. 5 1.2.4 关于项目投资财务分析.......................................................................................... 5 1.3 研究方法与内容 ............................................................................................................. 6 第二章 安池锂能项目介绍......................................................................................................7 2.1 项目所属公司简介 ......................................................................................................... 7 2.2 安池锂能项目简介.......................................................................................................... 8 2.2.1 主要生产流程........................................................................................................... 8 2.2.2 主要产品标准........................................................................................................... 9 2.2.3 主要设备及产能配置............................................................................................ 10 2.2.4 发展战略规划........................................................................................................ 12 2.2.5 核心竞争优势........................................................................................................ 13 2.3 本章小结 ....................................................................................................................... 14 第三章 项目实施环境分析....................................................................................................15 3.1 宏观环境因素分析 ....................................................................................................... 15 3.1.1 政治因素................................................................................................................ 15 3.1.2 经济因素................................................................................................................ 15 3.1.3 社会文化因素........................................................................................................ 15 3.1.4 科学技术因素........................................................................................................ 16 3.1.5 环境保护与法律法规因素.................................................................................... 16 3.2 行业竞争环境分析 ....................................................................................................... 17VI 3.2.1 行业内竞争者分析................................................................................................ 18 3.2.2 潜在进入者的威胁................................................................................................ 21 3.2.3 供应商讨价还价的能力........................................................................................ 22 3.2.4 顾客讨价还价的能力............................................................................................ 22 3.2.5 替代品的威胁........................................................................................................ 23 3.3 项目 SWOT 分析 .......................................................................................................... 23 3.3.1 优势（strength） ................................................................................................... 23 3.3.2 劣势（weakness）................................................................................................. 24 3.3.3 机会（opportunity） ............................................................................................. 25 3.3.4 威胁（threat）....................................................................................................... 25 3.4 本章小结 ....................................................................................................................... 27 第四章 市场分析和营销战略................................................................................................28 4.1 市场定位 ....................................................................................................................... 28 4.2 市场需求分析 ............................................................................................................... 29 4.2.1 工业类锂电池组应用市场.................................................................................... 29 4.2.2 中高端消费类锂电池组应用市场........................................................................ 33 4.2.3 目标客户市场需求预测........................................................................................ 34 4.3 主要竞争对手能力分析 ............................................................................................... 35 4.4 市场营销战略 ............................................................................................................... 35 4.4.1 市场开发战略........................................................................................................ 36 4.4.2 营销组合策略........................................................................................................ 36 4.4.3 营销激励................................................................................................................ 38 4.5 本章小结 ....................................................................................................................... 38 第五章 项目资金需求与财务分析......................................................................................39 5.1 项目资金需求 ............................................................................................................... 39 5.1.1 资金来源与结构.................................................................................................... 39 5.1.2 资金使用计划........................................................................................................ 39 5.1.3 项目投资资本回报与退出..................................................................................... 41 5.2 项目经营预测 ............................................................................................................... 41 5.2.1 项目收入预测........................................................................................................ 41VII 5.2.2 人员配置及薪酬费用预测..................................................................................... 42 5.2.3 项目支出预测........................................................................................................ 44 5.3 项目现金流预测 ........................................................................................................... 45 5.4 项目投资决策指标分析 ............................................................................................... 48 5.4.1 投资净现值............................................................................................................ 48 5.4.2 投资回收期............................................................................................................ 50 5.4.3 获利能力指数法.................................................................................................... 51 5.4.4 内部收益率............................................................................................................ 51 5.5 本章小结 ....................................................................................................................... 52 第六章 风险分析与对策........................................................................................................53 6.1 主要风险分析 ............................................................................................................... 53 6.1.1 政策法律风险........................................................................................................ 53 6.1.2 管理风险................................................................................................................. 53 6.1.3 市场风险................................................................................................................. 54 6.1.4 技术风险................................................................................................................. 54 6.1.5 财务风险................................................................................................................. 54 6.2 风险应对策略 ............................................................................................................... 55 6.2.1 树立宏观经济意识及关注宏观政策和法律法规................................................. 55 6.2.2 强化企业现代管理和建立优秀企业文化............................................................. 55 6.2.3 加强市场开拓和客户服务能力并建立以“顾客需求为中心”团队思维 ............. 55 6.2.4 加大技术开发力度和稳定技术研发队伍及实施科技兴企战略......................... 56 6.2.5 健全企业财务制度及加强财务活动有效管理..................................................... 56 6.3 本章小结 ....................................................................................................................... 57 结 论......................................................................................................................................58