乐善机械实业有限公司基于扩充现有产能、满足市场需求和利用国家政策三方面的 考虑，决定在顺德大良科技园上马一个生产基地建设项目。本文的主要内容就是结合乐 善机械内外部环境，分析本项目是否具备可行性。 本文分为七章，主要阐述以下四方面的内容，首先，简述乐善机械和新建项目以及 工业园区的基本情况，包括乐善机械发展历程和项目的竞争优势、风险分析以及工业园 区的区位优势，在此基础上详细介绍了项目设计与建设方案；接着，对项目进行市场分 析和竞争分析，通过运用 PEST 和 SWOT 以及“五力模型”等战略分析工具，全面阐述 了本项目面临的外部宏观环境以及机会和威胁，总结了企业内部具备的优势和劣势，揭 示了本项目所处的产业竞争态势与格局；然后，在前面分析基础上通过进一步确定目标 市场分析市场需求，制定了本项目产品的营销策略；最后，对本项目各项财务指标进行 分析，预测项目投产后的投资收益情况。 综合内外部环境分析、风险分析和投资收益分析，最后得出结论，本项目风险可控， 具备投资价值。 关键词，商业计划书；市场分析；竞争分析；营销策略；财务分析II ABSTRACT Considering the expansion of the existing production capacity,meeting market demand and utilizing national policy, Leshan Machinery Industrial Co., Ltd. decides to launch a production base construction project in the the Daliang Technology Park of ShunDe city.The main content of this paper is to analysis whether this project is feasible by combining the LeShan machinery internal and external environment. This paper is divided into seven chapters, mainly describing the following four aspects: First of all, we give a brief introduction of the basic situation of LeShan machinery and new project, as well as the industrial park, including LeShan machinery development process and the project’s competitive advantage, risk analysis, and the industrial park location advantages,then we make a detailed introducion of the project design and construction program;Next, market analysis and competitive analysis of the project are made. Through the use of PEST and SWOT and five Forces model strategic analysis tools, we elaborate the external macroenvironment, opportunities and threats the project faced, and summarize the strengths and weaknesses within the enterprise, reveale the project in which the industrial competitive situation and pattern; Then, We develop a project marketing strategy of this product on the basis of analysis of market demand by further identifying target markets; Finally,we forecast the investment earnings after the project is put into operation on the project's financial indicators. After a Comprehensive internal and external environment analysis, risk analysis and investment earnings analysis having been made,we get the final conclusion: the project risk is controllable and worth to be invested. Keywords: business plan;market analysis; competitive analysis;marketing strategy; financial analysisIII 目 录 摘要...........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表清单..................................................................................................................................VI 第一章 绪论.............................................................................................................................. 1 1.1 研究背景.......................................................................................................................... 1 1.2 研究综述 .......................................................................................................................... 2 1.2.1 塑料机械行业发展历程............................................................................................ 2 1.2.2 塑料机械产业扶持政策............................................................................................ 3 1.3 研究目的与意义 .............................................................................................................. 4 1.4 研究内容 .......................................................................................................................... 4 1.5 研究思路与方法 .............................................................................................................. 5 第二章 乐善机械公司及项目概述.......................................................................................... 6 2.1 乐善机械公司简介 .......................................................................................................... 6 2.2 项目概述 .......................................................................................................................... 7 2.2.1 项目简介.................................................................................................................... 7 2.2.2 项目风险分析............................................................................................................ 8 2.2.3 投资回报期及利润预测............................................................................................ 9 第三章 工业园区情况介绍.................................................................................................... 10 3.1 项目选址及用地方案.................................................................................................... 10 3.1.1 建设地点................................................................................................................. 10 3.1.2 项目场址配套情况................................................................................................. 10 3.2 土地利用合理性分析.....................................................................................................11 3.3 环境和生态现状.............................................................................................................11 3.3.1 自然环境概况..........................................................................................................11 3.3.2 主要污染源及环保现状......................................................................................... 12 3.4 生态环境影响分析........................................................................................................ 12 3.4.1 施工期环境影响因素分析..................................................................................... 12 3.4.2 营运期环境影响因素分析..................................................................................... 12IV 3.5 生态环境保护措施........................................................................................................ 13 3.5.1 项目建设期的环境保护措施................................................................................. 13 3.5.2 项目营运期的环境保护措施................................................................................. 13 第四章 设计及建设方案........................................................................................................ 15 4.1 建设内容 ........................................................................................................................ 15 4.2 工程方案 ........................................................................................................................ 15 4.3 产品技术工艺方案 ........................................................................................................ 15 4.3.1 总体设计方案.......................................................................................................... 15 4.3.2 具体技术方案和生产工艺流程.............................................................................. 16 4.4 主要设备选型和项目配套工程 .................................................................................... 17 第五章 市场分析和竞争分析................................................................................................ 18 5.1 市场环境分析................................................................................................................ 18 5.1.1 政治环境.................................................................................................................. 18 5.1.2 经济环境.................................................................................................................. 19 5.1.3 社会环境.................................................................................................................. 19 5.2 SWOT 分析 .................................................................................................................... 19 5.2.1 优势.......................................................................................................................... 19 5.2.2 劣势.......................................................................................................................... 20 5.2.3 机会.......................................................................................................................... 20 5.2.4 威胁.......................................................................................................................... 21 5.3 市场竞争分析................................................................................................................ 21 5.3.1 竞争对手分析.......................................................................................................... 21 5.3.2 替代品威胁.............................................................................................................. 22 5.3.3 供应商议价能力...................................................................................................... 22 5.3.4 客户议价能力.......................................................................................................... 22 第六章 营销策略分析............................................................................................................ 24 6.1 目标市场及需求分析.................................................................................................... 24 6.2 营销策略 ........................................................................................................................ 24 6.2.1 产品.......................................................................................................................... 24 6.2.2 价格.......................................................................................................................... 25V 6.2.3 渠道.......................................................................................................................... 26 6.2.4 促销.......................................................................................................................... 27 第七章 投资评价指标分析.................................................................................................... 28 7.1 投资估算及资金来源 .................................................................................................... 28 7.2 评价方法及说明............................................................................................................ 32 7.3 营业收入及税金估算.................................................................................................... 32 7.4 总成本费用估算............................................................................................................ 33 7.5 利润及利润分配............................................................................................................ 39 7.6 盈利能力分析................................................................................................................ 40 7.7 清偿能力分析................................................................................................................ 42 7.8 生存能力分析................................................................................................................ 43 7.9 不确定性分析................................................................................................................ 45 7.10 财务评价结论.............................................................................................................. 46 结 论........................................................................................................................................ 48