目前，在中国长三角地区（浙江、上海、江苏），大量的塑料制品中小企业 经营者迫切地希望获得自己企业需要的技术，在塑料加工领域，技术咨询服务的 市场潜力很大。在另一方面在长三角地区，有着大量的从事塑料领域研究的科研 院所和科研人员，但是从事中小企业塑料制品的技术咨询从业者还比较少。科研 机构的研究者由于信息的缺乏还不太了解市场，不知道市场上需要何种技术。换 句话说，他们与市场基本处于脱节的状态。如果能在这两者之间搭上桥梁，对技 术的提供者和需求方都极为有利。当然，在其间充当桥梁的技术中介也能有所收 获。 因此，在长三角地区，塑料制品领域的技术咨询服务和技术中介服务都有很 大的发展空间。上海聚慧科技咨询有限公司（下文中简称为聚慧公司）就是在这 样背景下即将成立的科技咨询公司，致力于成为一家塑料制品领域的技术解决方 案供应商和技术中介服务商。未来公司的主营业务将包括塑料加工领域的技术咨 询服务和技术中介服务，目标市场是长三角地区技术咨询和中介市场，目标客户 锁定为中小型塑料制品企业（技术咨询服务）和塑料加工领域的科研院所（技 术中介服务）。 通过市场等相关资料的分析，本文认为聚慧公司的核心竞争力来自它的创始 团队，成员都具有丰富的相关专业的工作经验，也都拥有一定的渠道优势。因此， 能为客户提供优质、可靠的咨询服务，能为塑料加工领域技术的提供者和消费者 搭起一座无形的桥梁，从而促进长三角地区塑料制品中小企业的发展。 在本商业计划书中，作者作为公司的创始成员，在综合分析了国内外咨询服 务业理论研究成果的基础上，通过市场调查，通过波特五力模型和 SWOT 分析等 工具对聚慧公司的营销环境进行了分析，确定了聚慧公司应该采纳的营销策略和 运营计划。同时，本文还针对公司在运营过程中可能遇到的风险制定了相应的应 对措施。最后，通过对聚慧公司初创阶段的财务计划进行分析，我们可以得出如 下结论：聚慧公司将具有较高的赢利水平，能安全地度过危险的初创阶段，并能 实现可持续的发展，具有很强的现实意义。 关键词：塑料制品，中小企业，技术咨询，技术中介，商业策划书II Business Proposal of Shanghai Juhui Science and Technology Consulting Co. Ltd. Abstract At present, there is a great demand for development of technical advisory services and technology intermediary service in the field of plastic products in the Yangtze River Delta region. Meanwhile, there is a large number of research institutes and scientific research personnel engaged in the field of plastic research, but practitioners engaged in plastic research consultation are still relatively small because researchers in scientific research institutions do not understand the market and what technology is needed on the market partly due to the lack of information. It would be extremely beneficial to the technology providers and demanders if we bridge the two sides, and also we can make profits in the process. Under this background, we set up the Shanghai Juhui Science and Technology Consulting Co. Ltd.(Referred to as: Juhui Company) that is a science and technology consulting company which devoted to become a solution provider and Technology intermediary service providers in the field of plastic products. Its main business will include technical advisory services and technology intermediary service, targeting small and medium-sized plastic products enterprise and research institutes in the field of plastic research at the Yangtze River Delta region. Juhui Company's core competitiveness comes from its entrepreneurial team which all members have rich experience in related field and control some channel resources. Therefore, Juhui Company can provide high-quality, reliable service to customers, and promote the development of small and medium-sized plastic products enterprise in the Yangtze River Delta region by put up an invisible bridge between the technology providers and demanders in the plastic products area. As one of the founding member of the company, the author has analyzed the marketing environment of Juhui Company and determined its market strategy and operation plan after researching related literature both in the domestic and foreign consulting service industry as well as applying the Porter five force model and SWOT analysis tool in market survey. At the same time, the author has developed corresponding response measure for possible risks which may encounter in the courseIII of operation. Finally, based on the analysis of Juhui company financial plan, it can be concluded that Juhui Company will have a high level of profitability, and can safely survive the dangerous start-up phase which in turn achieve sustainable development. Key words: plastic products ， small and medium-sized enterprise， technology consultation， technology intermediary， business proposalIV 目录 中文摘要 .......................................... Abstract .......................................... 第一章 绪论 ....................................................... 1 1.1 选题背景 .................................................... 4 1.2 研究意义 .................................................... 4 1.3 研究内容 .................................................... 2 1.4 研究方法 .................................................... 2 第二章 公司介绍 ................................................... 3 2.1 公司介绍 .................................................... 3 2.1.1 公司宗旨............................................... 4 2.1.2 公司战略............................................... 4 2.1.3 公司业务简介........................................... 4 2.1.4 商业模式............................................... 4 2.2 公司产品 .................................................... 6 2.2.1 产品（服务）简介....................................... 6 2.2.2 客户开发............................................... 6 2.3 价值评估 .................................................... 8 2.4 公司管理 .................................................... 9 2.4.1 管理团队级组织结构..................................... 9 2.4.2 董事会................................................ 10 第三章 市场分析 .................................................. 11 3.1 背景 ....................................................... 11 3.2 咨询行业分析 .............................................. 13 3.2.1 技术咨询业务.......................................... 13 3.2.2 技术中介业务.......................................... 14 第四章 营销策略 .................................................. 17 4.1 市场定位和目标客户 ......................................... 17 4.2 营销战略蓝图 ............................................... 17 4.3 科技咨询业五种竞争力分析 ................................... 17 4.3.1 技术咨询业务.......................................... 18 4.3.2 技术中介业务.......................................... 20 I IIV 4.4 企业能力与营销经济环境分析（SWOT 分析）..................... 22 4.5 营销策略 ................................................... 23 4.5.1 产品策略.............................................. 24 4.5.2 价格策略............................................. 25 4.5.3 分销策略.............................................. 26 4.5.4 促销策略.............................................. 26 4.5.5 人本策略 ............................................. 27 4.5.6 有形展示策略.......................................... 27 4.5.7 过程控制策略.......................................... 27 第五章 运营计划 .................................................. 29 5.1 公司运营细节描述 .......................................... 29 5.2 运营计划 ................................................... 29 5.2.1 第一阶段（2014.07—2015.06）.......................... 29 5.2.2 第二阶段（2015.07—2016.06）.......................... 30 5.2.3 第三阶段（2016.07—2019.06）.......................... 30 5.3 实现目标的保障措施 ......................................... 30 5.3.1 组织结构.............................................. 29 5.3.2 人力资源系统......................................... 34 5.3.3 项目管理系统......................................... 35 5.3.4 信息管理系统......................................... 36 5.3.5 财务管理系统......................................... 37 5.4 相关流程环节制度 .......................................... 37 5.4.1 行政类............................................... 37 5.4.2 人力资源类........................................... 37 5.4.3 项目管理类........................................... 37 5.4.4 信息管理类........................................... 38 5.4.5 财务管理类........................................... 38 5.5 企业绩效评价体系........................................... 39 5.6 运营风险及防范措施 ........................................ 39 第六章 财务计划 ................................................ 42 6.1 主要财务假设 .............................................. 42 6.2 投资计划 .................................................. 42 6.3 销售收入预计 .............................................. 42 6.4 经济效益分析 .............................................. 43VI 6.5 资金需求 .................................................. 43 第七章 结论 .................................................... 44