刷用单丝---制作牙刷用的原料。该原料主要集中在尼龙 612（N612）产品上，但高 级尼龙丝几乎由美国杜邦公司垄断生产，其生产利润非常可观。近年来，我国全年牙刷 产量平均达到 60 亿支，对刷用单丝的需求量急剧膨胀。随着我国化纤工业的发展进步， 该行业进一步优化了整体结构，正与世界平均水平靠近，但与美国杜邦公司相比尚存在 一定的差距，主要集中在产品的工艺以及原料的稳定性上面。所以要对纺织工业结构加 快调整，化纤消费结构的比例需要进行调整。 基于这样的时代背景和需求，JL 公司应运而生，笔者是 JL 公司的自然人股东，对 前期的策划和筹划活动进行了参与，针对行业刷用单丝相关知识的缺失，笔者撰写了此 商业计划书，首先是对前期筹划工作的补充和完善，其次通过了解项目的行业情况、生 产运作方面的内容、营销策略、财务收益以及风险分析及把控等内容，对刷用单丝项目 的可行性进行了系统论证，希望以此得出项目相对准确的投资收益情况，并将更清晰的 项目前景轮廓提供给项目投资人；再次笔者希望通过以此商业计划书的形式将参与的刷 用单丝项目的运营思路以的形式表现出来，即对 MBA 所学的内容，战略管理、 财务管理、市场营销等课程内容的知识得到相对全面的应用，同时也有效梳理了整个 MBA 课程学习内容。 最后，笔者希望通过撰写本计划书，为促进企业发展、提高产品市场竞争力、扩大 产品市场占有率献计献策，从而实现促进刷丝市场快速发展，以期从整体上提高我国刷 丝品质竞争力。 关键词，刷用单丝 牙刷 高级尼龙丝 竞争力II Abstract Monofilament for brushes is the material used in making toothbrush. Such material is mainly used in Nylon612（N612）, but the production of advanced nylon wire is almost monopolized by E.I. Du Pont Company in America with its high profit. In recent years, the average annual production of toothbrush in China has reached 6 billion. Therefore, the need of monofilament for brushes is increasing rapidly. Although the integral structure and level of Chinese chemical fiber industry has been further improved, which is approaching the world average level, there is still certain distance with American Du Pont Company. The gap is mainly focused on the craft of production and the stability of material. Hence, it is crucial to accelerate the textile industrial restructuring, the emphasize of which should be focused on adjusting the consumption structure of chemical fiber industry. Based on the background and need discussed above, JL company is born at the right moment. As one of the two natural person shareholders, the writer has taken part in the planning and preparation of the company. Due to people’s lack of knowledge on monofilament for brushes, the writer made this business plan. For the one thing, this is the complement and improvement of previous preparation; for the other thing, through the systematic analysis on project feasibility from such aspects as production and operation, business and marketing, financial benefit as well as risk management, it is hoped that the company can get a relatively accurate income from investment and provide a more clear prospect of the project to the investor. Furthermore, the writer wants to present his dissertation in the form of this business plan in which he has participated. It can be seen as a comparatively overall application of MBA knowledge he has learned, such as strategic management, financial management, marketing, human resource management and so on. During this process, the writer could also comprehensively review on the whole MBA course learning. At last, it is hoped that this business project plan could make contribution to the company development, market competitiveness and market share of the products. It is also hoped that the improvement of market maturity on monofilament for brushes could be realized. Only in this way, can our country increase its competitive power on brush wire quality. Key words: Monofilament for brushes; toothbrush; advanced nylon wire; competitivenessIII 目录 摘要............................................................................................................................................ I Abstract ....................................................................................................................................II 1 绪论...................................................................................................................................... 1 1.1 研究背景和意义........................................................................................................ 1 1.1.1 研究背景.......................................................................................................... 1 1.1.2 研究的意义...................................................................................................... 2 1.2 相关理论综述............................................................................................................ 3 1.2.1 投资决策、经营管理理论综述...................................................................... 3 1.2.2 有关商业计划书的文献综述.......................................................................... 4 1.3 研究方法和内容........................................................................................................ 5 2 刷用单丝项目介绍.............................................................................................................. 7 2.1 项目立项依据............................................................................................................ 7 2.2 项目简介.................................................................................................................... 7 2.3 项目组织结构............................................................................................................ 8 3 技术与产品分析.................................................................................................................. 9 3.1 产品描述.................................................................................................................... 9 3.1.1 单丝生产发展概况.......................................................................................... 9 3.1.2 单丝的性能及用途.......................................................................................... 9 3.2 产品生产管理.......................................................................................................... 10 3.2.1 原辅助材料及产成品.................................................................................... 10 3.2.2 生产工艺路线选择与设备选型.................................................................... 12 3.2.3 生产工艺流程及控制.................................................................................... 16 3.2.4 生产技术优势及特点.................................................................................... 17 3.3 厂址选择及建设实施.............................................................................................. 18 3.3.1 厂址选择........................................................................................................ 18 3.3.2 工程技术方案................................................................................................ 18 3.3.3 工业卫生与劳动保护.................................................................................... 20 3.3.4 环境保护........................................................................................................ 21 3.3.5 实施日程........................................................................................................ 21 4 市场环境分析.................................................................................................................... 23 4.1 单丝市场总体概况.................................................................................................. 23IV 4.1.1 单丝行业发展概述........................................................................................ 23 4.1.2 目前我国刷用单丝行业特点........................................................................ 24 4.2 刷用单丝行业环境分析.......................................................................................... 24 4.2.1 宏观环境分析................................................................................................ 24 4.2.2 行业环境分析................................................................................................ 26 4.3 国内涤纶工业丝市场需求与预测.......................................................................... 28 4.4 项目的 SWOT 分析................................................................................................. 28 4.4.1 优势................................................................................................................ 28 4.4.2 劣势................................................................................................................ 29 4.4.3 机会................................................................................................................ 30 4.4.4 威胁................................................................................................................ 30 5 营销策略............................................................................................................................ 32 5.1 目标市场.................................................................................................................. 32 5.1.1 市场细分........................................................................................................ 32 5.1.2 目标市场选择................................................................................................ 33 5.1.3 市场定位........................................................................................................ 33 5.2 营销组合策略.......................................................................................................... 34 5.2.1 产品组合策略................................................................................................ 35 5.2.2 价格策略........................................................................................................ 35 5.2.3 渠道策略........................................................................................................ 36 5.2.4 促销策略........................................................................................................ 36 6 财务评价和风险分析........................................................................................................ 38 6.1 前提和假设.............................................................................................................. 38 6.2 投资计划.................................................................................................................. 38 6.3 项目经营预测.......................................................................................................... 38 6.3.1 项目销售收入预测表.................................................................................... 38 6.3.2 生产成本预测表............................................................................................ 39 6.3.3 项目利润预测................................................................................................ 40 6.3.4 项目现金流预测............................................................................................ 40 6.4 项目投资决策指标分析.......................................................................................... 41 6.4.1 投资回收期.................................................................................................... 41 6.4.2 平均报酬率.................................................................................................... 42 6.4.3 投资净现值.................................................................................................... 42 6.5 不确定性分析........................................................................................................ 43V 6.5.1 盈亏平衡分析................................................................................................ 43 6.5.2 敏感性分析.................................................................................................... 43 6.6 风险分析及控制...................................................................................................... 43 6.6.1 风险分析........................................................................................................ 43 6.6.2 风险对策........................................................................................................ 44 7 结论.................................................................................................................................... 45