太阳能教科仪器指的是为了让学生或受训者了解和掌握太阳能电池硅片的工作原 理，发电流程，能量存储和转换以及相关应用而制作的科学和教学仪器或器具。其外表 形式多种多样，可以是以玩具，寓教于学，可以是模型，直接可见，可以是便携移动式 的小型仪器，让受训者初步的掌握太阳能的工作原理，也可以是大型的实验测试设备。 一方面是在国家《十二五规划纲要》提出的加大节能减排的政策和加大职业教育投 资的体制和力度的环境下，从政策角度来看，太阳能教科仪器项目具有很强的可操作性。 另一方面是企业对进入太阳能等新能源行业需要对员工培训，以及职业教育类和普通大 学对新能源教学需求，但目前国内没有规模化生产这类设备或者生产的实验设备不能满 足要求。 基于上述国家政策导向和潜在市场的需求，本文通过进行的环境分析、营销策略、 组织结构、财务分析以及风险防范五个方面，从分运用运用了企业管理学和营销管理学 中的 PEST 模型和五力模型分别对宏观环境和竞争战略进行了分析，运用 SWOT 分析法 对项目的优劣势以及外部机会与威胁进行了分析。并在以上分析基础上，本文进一步介 绍和剖析了运作太阳能教科仪器项目的市场细分，目标市场和市场定位，制定了项目的 营销战略，并进行了相关未来五年的财务报表的分析，对项目在运作过程中可能出现的 风险情况进行了定性和定量的分析，并提出了相关的对策。 通过对太阳能教科仪器项目商业计划书的分析论证，太阳能教科仪器项目在产品差 异性和专业性上有着很强的竞争优势。在未来五年里，太阳能教科仪器将成为相关学校， 企业单位进行太阳能教学不可或缺的仪器，通过财务预测的分析可以得出，未来五年可 为企业实现的净现值达到 380 万元，在 2.4 年就可以收回投资，以及投资内部收益率达 到 48.16%。由此可见由于项目市场前景大，投资回报率高，现金流充裕并且风险小， 具备项目实施的可行性，因此具有很好的投资价值和意义。 关键字，商业计划 太阳能 教科仪器II ABSTRACT The identifications for the solar educational didactic and scientific instruments can be as the followings: it is a applied equipments or apparatus which enable students or trainees to understand and master the working principle of silicon solar cells, power generation procedure, energy storage and conversion and the related applications. They are in various forms, can be as the solar toys to le the children enjoy funs; can be as the model for students experience them; can be a small portable mobile devices, the trainees master the initial principle of solar energy; as well can also be a large-size experiment Test equipment for scientists to study and research . The project can be available according to the following two factors. The one follow up the policies of the energy-saving and ejection-decreasing and enlarging the equipment investment on the technical education systems which appointed out by the twelfth five-year-plan outline for national economic and social development of the People's Republic of China, The other is with more and more students and trainees recruit into the companies, organizations, technical school and universities, there have seldom solar educational didactic and scientific instruments of good performance with competitive price in the markets for them. Based on the above potential market requirements, this thesis have been analysis and argued the availabilities of the solar educational didactics and scientific instruments from the environment analysis, marketing strategies, organizational structure, financial analysis and risk control. And have been applied for the PEST model and the Potter’s five strength models to analysis the macro environments and competitive strategies; applied for the SWOT model to analysis the project’s strength, weakness, opportunities and threats; applied for the Philip Kotler’s STP models to identified the project’s marketing segments, target market and position the markets. As well the 4P’s marketing policies; finally the thesis has forecasted the coming 5 year’s financial numbers and the risk control methods during the project operations. Follow up the analysis for the feasibilities of the project. we can see that the project have strong competitive advantages both on the product diversity and professional. Within the coming 5 years, the solar didactic instruments will be equipped to some of the potential clients. From the forecasted financial reports numbers. we can see that the project’s NPV can be reach to 3.80 Million RMB(USD600,000).the period of investment return is 2.4 years with the dynamic IRR 48.16%. Therefore, the solar educational didactic and scientific instruments project is a well-invested project with high return but low risks. Key Words: Project Plan, Solar Energy, Educational Didactic and Scientific Instruments.I 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表目录...................................................................................................................................V 第一章 绪论..............................................................................................................................1 1.1 项目的背景和意义...................................................................................................... 1 1.2 文献综述..................................................................................................................... 3 1.3 研究的方法和内容...................................................................................................... 9 第二章 外部环境分析............................................................................................................12 2.1 项目介绍.................................................................................................................... 12 2.2 宏观环境分析............................................................................................................ 13 2.2.1 政策引导......................................................................................................... 13 2.2.2 经济持续增长................................................................................................. 14 2.2.3 社会环境......................................................................................................... 15 2.2.4 技术发展......................................................................................................... 15 2.3 行业环境分析............................................................................................................ 15 2.3.1 潜在进入竞争对手......................................................................................... 16 2.3.2 替代产品的威胁............................................................................................. 18 2.3.3 现有竞争者分析............................................................................................. 18 2.3.4 供应商议价的能力......................................................................................... 19 2.3.5 顾客议价能力................................................................................................. 20 2.4 项目 SWOT 分析....................................................................................................... 21 2.4.1 优势（Strength） .......................................................................................... 21 2.4.2 劣势（Weakness） ........................................................................................ 22 2.4.3 机会（Opportunity） .................................................................................... 22 2.4.4 威胁(Threat)................................................................................................... 22 2.5 本章小结.................................................................................................................... 23 第三章 市场细分与营销策略................................................................................................24II 3.1 预测未来五年的销售目标........................................................................................ 24 3.2 市场分析.................................................................................................................... 26 3.2.1 市场细分........................................................................................................ 26 3.2.2 目标市场......................................................................................................... 27 3.2.3 市场定位........................................................................................................ 27 3.3 营销组合策略............................................................................................................ 28 3.3.1 产品策略......................................................................................................... 28 3.3.2 价格策略........................................................................................................ 31 3.3.3 分销策略......................................................................................................... 34 3.3.4 促销策略......................................................................................................... 35 3.4 本章小结.................................................................................................................... 36 第四章 公司、管理团队与组织结构....................................................................................38 4.1 PG 太阳能科技有限公司概况.................................................................................. 38 4.1.1 公司发展目标和战略意图............................................................................. 38 4.1.2 产品描述......................................................................................................... 39 4.2 管理团队成员和职责分工........................................................................................ 40 4.3.1 组织结构......................................................................................................... 41 4.3.2 管理风格......................................................................................................... 42 第五章 财务分析....................................................................................................................44 5.1 投入资金和股权结构................................................................................................ 44 5.2 主要的财务假设........................................................................................................ 44 5.3 预计财务报表分析.................................................................................................... 45 5.3.1 成本费用预测明细表..................................................................................... 45 5.3.2 预测现金流量表............................................................................................. 47 5.3.3 预测损益表.................................................................................................... 48 5.3.4 预测资产负债表............................................................................................ 50 5.4 投资回报分析............................................................................................................ 51 5.5 本章小结.................................................................................................................... 54 第六章 项目风险与对策........................................................................................................55 6.1 风险定性分析与对策................................................................................................ 55III 6.1.1 政策风险与对策............................................................................................. 55 6.1.2 管理风险与对策............................................................................................. 56 6.1.3 经营风险与对策............................................................................................. 57 6.1.4 财务风险和对策............................................................................................. 58 6.2 风险的定量分析和对策............................................................................................ 58 6.3 本章小结.................................................................................................................... 60 结 论........................................................................................................................................61