在经济全球化的背景下，随着社会主义市场经济的完善和发展，我国工业设计行业 面临巨大的变化。工业设计属于专门的服务性工作，是我国一项新兴行业，国家积极从 “中国制造”向“中国创造”转型。尤其我国珠三角地区制造业蓬勃地发展，加速产业 形态由“广东制造”向“广东创造”转变，工业设计受到了前所未有的重视。三个 MBA 学子经过前期调研以及认真分析后决定创立专业“一站式”服务的工业设计公司——广 州 MY 工业设计公司，主要为珠三角生产制造企业提供产品创新研发设计、结构设计、 手板样机制作、平面设计及包装设计等服务。 本商业计划书是在科学、客观的基础上，按照商业计划书的编写要求，对成立广州 MY 设计公司进行全面、有效的探讨。本文首先介绍了项目背景，通过对工业设计的行 业分析，可以看出当前广东工业设计行业环境是良好的。借助波特五力竞争模型分析得 知广东的市场总体需求状况潜力大，行内竞争相对激烈，机会与挑战并存。通过对优势 和劣势、机会与威胁的综合对比研究，确定了 MY 工业设计公司的内外部经营环境，项 目面临的政策、经济、社会和技术环境均十分有利，外部面临的机会远大于外部的威胁。 通过运用营销管理学的 STP 为本项目选择了目标市场和进行市场定位，从 MY 设计的 目标市场需求着手，发挥自身优势，规避劣势，提出了 MY 设计的经营模式与赢利模式， 制定了公司的市场营销策略与内部管理等方案。 最后本文从财务预测和风险分析角度进行了分析论证。在分析财务指标时，对 MY 设计公司未来五年的现金流作了预测，进而得出 MY 公司的净现值（NPV）、内部收益 率(IRR)和静态回收期等重要财务指标。同时，针对面临的风险，制定了相应的风险规 避对策，为 MY 公司的运作提供了决策依据和保障。MY 公司的初始投资预计为 8.86 万元，公司成立的前五年净现值为 33.51 万元（NPV>0），内部收益率为 40% ，投资 回收期约为 1.17 年。综合以上分析，得出本项目可行、值得投资的结论。 关键词，工业设计；商业计划书；财务分析II Abstract With the development of the economical globalization, China’s industrial design industry is facing challenge. Industrial design is a specialized service, which is a new industry in China. China is turning from Made in China to Created in China, but especially in Guangdong. The advance rapidly development of manufacturing industry of Guangdong accelerates industrial from to turn from Made in Guangdong to Created in Guangdong. Three MBA students decide to create a industrial design company, which calls Guangzhou MY Industrial Design Company, after the preliminary investigation and the careful analysis. Guangzhou MY industrial design company provide services such as concept innovation, product design, structural design and prototype production to small and medium enterprises of Guangdong. The Business Plan of MY Industrial Design Company is organized, designed and implemented in a unified manner, based on adequate scientific augmentation. This dissertation concludes that the current environment of the Guangdong industrial design industry is good by the analysis about industrial design industry circumstance of Guangdong. The analysis of Five-forces Model shows that the overall market of industrial design industry of Guangdong is huge and the competition is intense. On this basis, STP for target market position is selected for the project through the use of marketing and ma nagement science, and positioning service characteristics and process development of project, making a reasonable operation strategy and marketing strategy of MY Design Company, playing the own advantages and avoiding the disadvantages. Finally, the dissertation forecasts the finance and by the tons of data. We forecast the five years cash flow to get the draw back period、NPV and IRR. We provide a basis for decision making and protection though the analysis of risks. Initial investment of this project is 88,600 yuan. The first five years net present value (NPV) of the project would be 335,100 yuan and the first five years’ modified internal rate of return of (MIRR) was 40% . The discounted payback period is 1.17 years. Based on the above analysis, it draw a conclusion of the feasibility of the project and worth the investment. Keywords: Industrial Design; Business Plan; Financing ForecastIII 目录 摘要...........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表目录..................................................................................................................................VI 第一章 绪 论............................................................................................................................1 1.1 报告的选题背景和意义.................................................................................................. 1 1.2 文献综述.......................................................................................................................... 2 1.2.1 战略综述................................................................................................................... 2 1.2.2 市场营销综述........................................................................................................... 3 1.2.3 运营管理综述........................................................................................................... 3 1.2.4 创业综述................................................................................................................... 3 1.3 报告研究的内容和方法.................................................................................................. 4 1.3.1 分析研究的内容....................................................................................................... 4 1.3.2 分析研究方法........................................................................................................... 5 第二章 创业环境分析..............................................................................................................6 2.1 工业设计的定义与工作范围.......................................................................................... 6 2.1.1 工业设计的定义....................................................................................................... 6 2.1.2 工作范围................................................................................................................... 6 2.2 我国工业设计行业现状.................................................................................................. 7 2.2.1 我国工业设计的经济因素....................................................................................... 7 2.2.2 我国工业设计的发展现状....................................................................................... 8 2.2.3 我国工业设计的人才现状..................................................................................... 10 2.2.4 我国工业设计的相关政策..................................................................................... 10 2.3 工业设计行业竞争状况................................................................................................ 12 2.3.1 供应商讨价还价能力............................................................................................. 12 2.3.2 顾客讨价还价能力................................................................................................. 13 2.3.3 潜在进入者的威胁................................................................................................. 13 2.3.4 替代品的威胁......................................................................................................... 13 2.3.5 竞争对手间的优劣势............................................................................................. 14 IV 2.4 机会与威胁分析............................................................................................................ 15 2.5 本章小结........................................................................................................................ 17 第三章 项目规划....................................................................................................................18 3.1 市场需求分析................................................................................................................ 18 3.2 市场细分........................................................................................................................ 20 3.3 目标市场的选择............................................................................................................ 21 3.3.1 优势和劣势分析..................................................................................................... 21 3.3.2 目标市场................................................................................................................. 21 3.4 经营赢利模式................................................................................................................ 22 3.4.1 市场定位................................................................................................................. 23 3.4.2 公司特色................................................................................................................. 23 3.5 公司组建........................................................................................................................ 23 3.6 本章小结........................................................................................................................ 25 第四章 运营管理与营销策略................................................................................................27 4.1 运营流程设计 ............................................................................................................... 27 4.2 人力资源管理................................................................................................................ 28 4.2.1 薪酬水平管理规划................................................................................................. 29 4.2.2 人员招聘计划......................................................................................................... 29 4.2.3 绩效管理................................................................................................................. 34 4.2.4 员工培训................................................................................................................. 35 4.3 服务产品策略................................................................................................................ 35 4.3.1 服务产品组合......................................................................................................... 35 4.3.2 创新服务产品的开发............................................................................................. 35 4.4 价格策略........................................................................................................................ 36 4.5 推广策略........................................................................................................................ 36 4.5.1 网络营销................................................................................................................. 36 4.5.2 参展营销................................................................................................................. 36 4.6 本章小结........................................................................................................................ 37 第五章 财务预测与风险防范................................................................................................38 5.1 经营费用预测................................................................................................................ 38 V 5.1.1 公司创办资金投入................................................................................................. 38 5.1.2 经营费用................................................................................................................. 39 5.2 收入预测........................................................................................................................ 40 5.3 投资效益评价................................................................................................................ 42 5.3.1 净现值..................................................................................................................... 42 5.3.2 内部收益率............................................................................................................. 42 5.3.3 静态投资回收期..................................................................................................... 42 5.4 敏感性分析.................................................................................................................... 43 5.5 风险防范及对策............................................................................................................ 43 5.5.1 国家政策的风险..................................................................................................... 43 5.5.2 市场风险及对策..................................................................................................... 43 5.5.3 管理风险及对策..................................................................................................... 44 5.6 本章小结........................................................................................................................ 44 结 论........................................................................................................................................46