本项目是达意隆公司扩产项目，也是被列入广东省现代产业 500 强的项目。由于公 司位于云埔一路 23 号的厂区已经饱和，产能无法满足订单要求。同时，本商业计划书 针对公司开发吹灌旋轻量化一体机项目的策划、销售策略、成本控制及财务计划等作出 分析，为项目的成功运作提供必要的可靠依据。 本商业计划书首先介绍了开发背景和动因，恰逢广州萝岗区云埔工业区有一块空地 可申请为公司使用，故提出此项目。此项目将依托公司的国家级企业技术中心为平台， 树立公司及项目品牌，引领轻量化的低碳环保的潮流。计划书通过迈克尔波特的五力竞 争模型分析法和 SWOT 分析法对项目的竞争环境作了详细分析。分析显示，项目拥有 行业优势、环境优势和集聚优势，但也面临价格劣势，潜在进入者及现有竞争对手对其 构成一定威胁。不过可通过差异化竞争，扬长避短，总体而言还是利大于弊。 全自动高速节能 PET 瓶饮料包装成套设备包括轻量化 PET 瓶饮料吹灌旋一体化装 备以及与其配套的二次包装设备。该项目对轻量化瓶的吹瓶、灌装、旋盖及加强筋等工 艺进行了较深入的研究，有效解决了轻量化瓶的传输、吹瓶温度控制、灌装液位控制等 技术问题，项目产品吹制的轻量化 PET 瓶容量为 550ml，瓶重 9.8 克。项目节能降耗效 果明显，创新性强，申请相关专利 20 多件，已获发明专利 8 件，国际专利 1 件，国际 PCT 专利 1 件，具有自主知识产权，公司正在主持起草该产品国家标准。预计项目达产 后将年新增 50 台（套）全自动高速节能 PET 瓶饮料包装成套设备，新增产值 4 亿元人 民币，达产后将实现新增利润总额 3423.32 万元，实现新增税费 2024.20 万元。 通过敏感性分析和风险性分析显示，与项目收益相关的主要因素为销售价格，售价 变动对项目利润状况影响极大；影响项目风险的主要因素为政策风险、管理风险和市场 风险，通过采取相应对策，总体而言风险是可控的，对项目无法构成威胁。 在对本次商业计划的各个相关影响参数作出详尽分析后，结论认为，达意隆开发该 项目具有投资收益高、运作周期短、风险可控的优点，该项投资是可行的。 关键词，一体机；扩产；商业计划书II ABSTRACT It is a company-expansion project of Tech-Long, which is listed in the top 500 of modern industry in Guangdong Province. At this stage the factory at NO.23 YunPu 1Road is saturated and the production order requirements cannot be met. This business plan makes analysis on the Lightweight Blow-Fill-Cap COMBI-Block project developed by Tech-Long, referring to planning, cost control, sales strategy and financial program. It provides the reliable basis for successful operation of the project. First of all, the article introduces the developing background and motive, and there happens to be an available area in YunPu Industrial District. This project will rely on Tech-Long's state-level enterprise technical centers as a platform, establish the company and project brand, lead the trend of lightweight low-carbon environmental protection. Michael Porter's Five Competitive Forces analysis and SWOT analysis are employed in the article to explore the competitive environment of the project. It shows that the project has trade advantages, environmental advantages and agglomeration advantages, but also faces the price disadvantage, the threats of potential entrants and existing competitors. Anyway it can be offsetted by its competitive differentiation. Generally do more good than harm. Automatic high-speed energy-saving PET-bottle beverage packaging equipment includes lightweight Blow-Fill-Cap COMBI-Block and its supporting secondary packaging equipment. The project makes the in-depth research on the process of lightweight bottle such as blowing, filling, capping and ribbing. It provides an effective solution to the transmission of lightweight bottles, blowing temperature control, filling level control and other technical issues. The lightweight PET bottle with the capacity of 550ml weighs 9.8 grams. Energy saving and innovation of the project is obvious, and it has applied for more than 20 related patents with independent intellectual property rights, including eight invention patents, one international patent, one international PCT patents. The company is presiding over the drafting of the national standards. The expected output of the project will annually increase 50 (sets) automatic high-speed energy-saving beverage packaging equipments, with the value of 400 million yuan, the total profit of 34.2332 million yuan, and the taxes of 20.242million. Sensitivity analysis and risk analysis showed that the main factor related to the project income is the pricing, the changes of price make great affection on the state of the project profits; that the main risks cover policy risks, management risks and market risks, which are controllable by taking countermeasures, and can not pose a threat to the project. Based on a detailed analysis of the impact parameters of the business plan, it comes toIII the conclusion that this project is the one with loads of advatages such as a high return on investment, the short cycle operation, and the controllable risks. In short, this investment is feasible. Key words，Lightweight; Blow-Fill-Cap COMBI-Block; Expansion; Business planIV 目 录 摘要.........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表清单.................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 项目背景和意义.............................................................................................................. 1 1.2 文献综述.......................................................................................................................... 2 1.2.1 竞争战略的文献综述............................................................................................... 2 1.2.2 波特的“五力模型”与“基本战略”............................................................................ 3 1.2.3 SWOT 分析方法........................................................................................................ 5 1.3 研究思路和方法.............................................................................................................. 7 第二章 项目介绍......................................................................................................................8 2.1 公司背景分析.................................................................................................................. 8 2.2 项目介绍.......................................................................................................................... 9 2.2.1 项目名称和投资分析............................................................................................... 9 2.2.2 经营范围和生产规模............................................................................................. 10 2.2.3 建设周期和项目进度............................................................................................. 10 2.2.4 劳动定员................................................................................................................. 11 2.3 本章小结........................................................................................................................ 11 第三章 项目的外部环境分析................................................................................................12 3.1 宏观环境分析................................................................................................................ 12 3.1.1 政策环境................................................................................................................. 12 3.1.2 经济环境................................................................................................................. 12 3.2 行业环境分析................................................................................................................ 13 3.3 竞争对手分析................................................................................................................ 15 3.4 本章小结........................................................................................................................ 15 第四章 项目的内部资源分析................................................................................................16 4.1 资源分析........................................................................................................................ 16 4.1.1 原材料..................................................................................................................... 16 4.1.2 技术和设备............................................................................................................. 16V 4.1.3 环保......................................................................................................................... 17 4.2 内部能力分析................................................................................................................ 17 4.3 项目 SWOT 分析 .......................................................................................................... 18 4.4 本章小结........................................................................................................................ 20 第五章 项目市场分析............................................................................................................21 5.1 轻量瓶项目的市场前景分析........................................................................................ 21 5.2 轻量瓶项目的技术市场分析........................................................................................ 22 5.2.1 国内外减量化包装技术的发展情况..................................................................... 22 5.2.2 国内外减量化包装机械装备的发展情况............................................................. 24 5.3 本章小结........................................................................................................................ 25 第六章 项目营销推广策略....................................................................................................26 6.1 入市时机选择................................................................................................................ 26 6.2 市 场分析 .................................................................................................................... 26 6.2.1 市场细分................................................................................................................. 26 6.2.2 目标市场................................................................................................................. 27 6.2.3 市场定位................................................................................................................. 27 6.3 营销策略........................................................................................................................ 27 6.3.1 产品策略................................................................................................................. 27 6.3.2 定价策略................................................................................................................. 27 6.3.3 渠道策略................................................................................................................. 27 6.3.4 促销策略................................................................................................................. 28 6.4 本章小结........................................................................................................................ 28 第七章 投资效益分析............................................................................................................29 7.1 价格及成本测定............................................................................................................ 29 7.2 主营业务收入、税金及附加、利润估算.................................................................... 30 7.3 财务盈利能力分析........................................................................................................ 31 7.4 不确定性分析................................................................................................................ 33 7.5 本章小结........................................................................................................................ 35 第八章 风险及对策................................................................................................................36 8.1 风险因素........................................................................................................................ 36VI 8.1.1 技术风险................................................................................................................. 36 8.1.2 管理风险................................................................................................................. 36 8.1.3 市场风险................................................................................................................. 37 8.1.4 财务风险................................................................................................................. 37 8.2 风险控制........................................................................................................................ 38 8.3 本章小结........................................................................................................................ 39 结 论......................................................................................................................................40