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佛塑科技集团股份有限公司智能节能贴膜项目商业计划书

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国务院发布的《关于加快培育和发展战略性新兴产业的决定》中,明确了重点发展 的七大战略性新兴产业,其中节能环保被列首位,凸显了“发展节能环保产业”的国家 战略地位。根据规划,到 2020 年,战略性新兴产业增加值占国内生产总值的比重力争 达到 15%左右。节能环保、新一代信息技术、生物、高端装备制造产业成为国民经济的 支柱产业,新能源、新材料、新能源汽车产业成为国民经济的先导产业。 本文以战略管理相关理论为基础,研究目标在于制定一份科学、客观、合理的商业 计划书。报告首先对相关文献进行了回顾,包括智能膜材料综述、商业计划书、战略管 理与战略的类型进行了文献回顾,为制定智能节能贴膜项目商业计划书奠定了理论基 础。 其次,对智能节能贴膜项目合作双方(佛塑科技和上海硅所)内部资源、能力和外 部环境,包括政治环境、经济环境、技术环境以及市场需求、竞争环境进行分析,通过 分析,得出智能节能贴膜项目符合国家产业政策、具备技术条件、组织管理整合的综合 能力,目前建筑行业、汽车行业对新型的节能环保的智能贴膜具有很大的需求,该项目 具有广阔的发展前景,为开展智能节能膜项目提供客观的依据与支持。合作双方强强联 合,能够率先推出性能价格比高的智能节能贴膜新产品,未来可以在竞争中保持领先优 势。通过对该项目进行 SWOT 分析、目标客户定位与选择、目标市场定位与选择和竞 争优势选择分析,基于该产品具有温控智能、安全防爆、隐私功能,结合目前国内玻璃 贴膜市场状况,智能节能贴膜项目将在布局国内玻璃贴膜中高端市场的基础上,积极开 拓国外出口市场。目标客户选择将是建筑和汽车玻璃贴膜的中高端消费者。最后项目选 择实施高差异与低成本相结合的战略,建立关键点高差异诉求,精准细分市场,以低成 本创造高价值,成为行业中最优价值的供应商。根据项目定位制定了项目的实施方案, 主要从项目选址、总平面图布置、工艺流程、厂房建设、主要设备、辅助生产设施等方 面进行节能设计,提出节能技术措施,并进行了有效的节能总评估,确保项目开展过程 符合节能减排的原则。在此基础上提出了项目生产组织、市场营销方案 最后,本研究对项目的投资财务状况进行了分析。通过财务分析,可以清晰地了解 到项目的成本构成以及利润空间,有利于项目更好地控制成本,把握风险,以增加项目 成功的可能性。当该项目的产能利用率达到 24%时能够达到盈亏平衡。同时对项目开展 过程中可能出现的风险进行了预测,项目开展过程中可能出现的风险有技术风险和市场II 风险。综上分析,本研究认为该项目风险较小、可控性较强,项目可行。 关键词,商业计划书;智能节能贴膜;节能环保;建筑;汽车行业III ABSTRACT The decision to speed up the cultivation and development of strategic emerging industries that The State Counsil stated focuses on the development of the seven strategic emerging industries, and in which energy-saving and environment-protection ranks first, highlighting the national strategic position to develop the industry of energy-saving and environment-protection. Based on the theory of strategic management, this paper aims at making a scientific, objective, and rational business plan. Firstly, it reviews the relevant literature, which includes the review of smart membrane materials, business plan, the types of strategic management and strategy, making a theoretical foundation for the business plan of smart energy-saving film project. Secondly, with analysis of internal resources, ability and external environment of the smart energy-saving film project’s partners (hi tech and Shanghai silicon), including political environment, economic environment, technical environment, market demand and competitive environment, it concludes that smart energy-saving film project fits national industrial policy, and possesses the multiple ability of technology and organizational management.Besides, the project has a broad development prospect with the great demand of current Construction & Automobile industry for smart energy-saving and environment-protection film, so it provides objective basis and support for the development of smart energy-saving film project. Both Partner with powerful alliances, will be the first to launch new products of smart energy-saving film with high ratio of performance to price, and they can stay ahead in the competition of the future. Then, through the analysis of SWOT, the location and selection of the target customers and target market, and the choice of competitive advantage, smart energy-saving film project will actively develop the overseas export market after distributing the film of the mid-to high-end market in domestic, based on the function of smart temperature control, safety explosion-proof, privacy, and the present condition of glass film in domestic market. The target customers come from the mid-to high-end market of Construction& automotive glass films. Finally, to be the industrial supplier with the optimal value, the project will select the strategy of high-difference and low-cost by establishing a high difference demand in key point and making accurate market segmentation, so as to create high value with low cost. Not only implementation programs of the project, which mainly includes the project location, general plot plan, technology process, plant construction, the main equipment, auxiliary production facilities and others, but the technical measures forIV energy-saving are also proposed, as well as the total assessment for effective energy-saving is performed according to the location of the project, to ensure that the development process of the project will agree with the principle of energy-saving and emission-reduction. Lastly, through analyzing the financial condition of investment, we can clearly understand the cost construction and the profit space of the project, and it’ll help control the cost and risk of the project better to increase the possibility of projects success. Once capacity utilization of the project reaches 24%, its profit and loss will be balanced. At the same time, possible risks that may occur in the process of the project, including technology risk and market risk, is predicted. It concludes that the project is feasible with low risk and strong ability to control. Key words: Business plan; Smart energy-saving film; Energy conservation; Construction& Automobile industryV 目录 摘要 ........................................................................................................................... I ABSTRACT ............................................................................................................... III 目录 ............................................................................................................................. V 图表目录 ................................................................................................................... VIII 第一章 绪 论 .............................................................................................................. 1 1.1 选题背景和意义 ....................................................................................................... 1 1.2 文献综述 ................................................................................................................... 2 1.2.1 智能膜材料综述 ................................................................................................ 2 1.2.2 商业计划书 ....................................................................................................... 3 1.2.3 战略管理与战略的类型 ................................................................................... 4 1.3 研究目标及研究内容 ............................................................................................... 4 1.3.1 研究目标 ........................................................................................................... 4 1.3.2 研究内容 ........................................................................................................... 4 1.4 研究方法和思路框架 ............................................................................................... 5 第二章 智能节能膜项目概述 ...................................................................................... 7 2.1 智能节能膜项目合作方介绍 ................................................................................... 7 2.2 智能节能膜项目的概况 ........................................................................................... 8 2.3 本章小结 ................................................................................................................... 8 第三章 智能节能贴膜项目的内部资源分析 ............................................................. 10 3.1 智能节能膜项目参与方 ......................................................................................... 10 3.2 智能节能贴膜项目的资源分析 ............................................................................. 10 3.2.1 佛塑科技的资源分析 ..................................................................................... 10 3.2.2 上海硅所的资源分析 ..................................................................................... 14 3.2.3 参与智能节能膜项目的技术研发核心团队资源分析 ................................. 15 3.3 能力分析 ................................................................................................................. 17 3.3.1 佛塑科技实施智能节能贴膜项目的能力 ..................................................... 17 VI 3.3.2 佛塑科技实施智能节能膜项目的核心能力 ................................................. 19 3.4 智能节能贴膜项目的优劣势分析 ......................................................................... 19 3.4.1 优势分析 ......................................................................................................... 19 3.4.2 劣势分析 ......................................................................................................... 20 第四章 智能节能贴膜项目的外部环境分析 ............................................................. 22 4.1 宏观环境分析 ......................................................................................................... 22 4.1.1 政治环境分析 .................................................................................................. 22 4.1.2 经济环境分析 ................................................................................................. 23 4.1.3 社会环境分析 ................................................................................................. 23 4.1.4 技术环境分析 ................................................................................................. 24 4.2 市场需求分析 ......................................................................................................... 25 4.3 国内玻璃贴膜竞争环境分析 ................................................................................. 26 4.3.1 现有行业竞争对手分析 ................................................................................. 27 4.3.2 上游供应商分析 ............................................................................................. 27 4.3.3 下游客户分析 ................................................................................................. 28 4.3.4 潜在竞争对手威胁分析 ................................................................................. 29 4.3.5 替代品威胁分析 ............................................................................................. 29 4.4 本章小结 ................................................................................................................. 29 第五章 项目的定位 ................................................................................................... 31 5.1 智能节能贴膜项目的 SWOT 分析 ......................................................................... 31 5.2 智能节能贴膜项目目标 ......................................................................................... 31 5.3 智能节能贴膜目标客户与目标市场 ..................................................................... 33 5.3.1 目标客户定位与选择 ...................................................................................... 33 5.3.2 目标市场定位与选择 ..................................................................................... 34 5.4 竞争优势选择 ......................................................................................................... 35 5.5 本章小结 ................................................................................................................. 35 第六章 智能节能贴膜项目组织与实施 .................................................................... 36 6.1 项目选址及节能评估 ............................................................................................. 36 VII 6.2 项目总平面布置及节能评估 ................................................................................. 38 6.2.1 项目工艺流程及节能评估 .............................................................................. 38 6.2.2 主要设备及节能评估 ................................................................................... 41 6.2.3 辅助生产和附属生产设施及节能评估 ......................................................... 42 6.2.4 节能技术措施分析 ......................................................................................... 43 6.3 项目节能总评估 ..................................................................................................... 44 6.4.项目人力资源保障 ................................................................................................. 47 6.5 项目市场营销方案 ................................................................................................. 47 6.6 本章小结 ................................................................................................................. 49 第七章 项目投资财务分析、风险及对策 ................................................................. 50 7.1 项目筹资方案 ......................................................................................................... 50 7.2 项目收益分析 ......................................................................................................... 51 7.3 盈亏平衡点分析 ..................................................................................................... 53 7.4 敏感性分析 ............................................................................................................. 53 7.5 风险分析 ................................................................................................................. 54 7.5.1 技术风险 ......................................................................................................... 54 7.5.2 市场风险 .......................................................................................................... 55 7.6 本章小结 ................................................................................................................. 56 结 论 ......................................................................................................................... 58