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2020年海格公司N项目商业计划书DOC

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随着国内北斗二代导航系统建设进度的逐渐加快,基于北斗系统的导航、定位应用 越来越受到政府机关和导航定位产品供应商的重视。海格公司是一家为全军各军兵种提 供通信、导航装备,并集研发、制造、销售、服务于一体的高科技企业。本商业计划书 首先介绍了项目背景和动因: 海格公司将通过上市融资获得的部分资金用于开发 N 项 目(BD/GPS 双模块合导航定位模块产业化项目,以下简称 N 项目),并计划投资将 N 项 目打造成国内北斗二代导航领域的明星示范项目。N 项目将依托国内卫星导航产业市场 高速发展的平台,以通导设备制造商、交通信息运营机构等为目标客户群,逐步树立公 司及项目品牌,引领国内导航产品发展的新标杆。 本商业计划书是通过对海格公司计划投资开发 N 项目的研究与分析,为股东提供项 目投资信息,论证直接投入企业自有资金用于运作项目的可行性;同时,本商业计划书 针对海格公司开发 N 项目的背景、市场定位、推广策略、财务计划、收益情况以及风险 控制等方面作出分析,明确项目实施的计划和步骤,为项目的成功运作提供必要的指导。 计划书通过迈克尔·波特的五力竞争模型分析法和 SWOT 分析法对 N 项目的竞争 环境作了详细分析。分析显示:N 项目拥有技术优势、环境优势和集聚优势,但也面临 渠道推广的劣势,潜在进入者及现有竞争对手对其构成一定威胁。还过可通过差异化竞 争,扬长避短,总体而言还是利大于弊。 同时,商业计划书经过充分地分析论证,N 项目在产品差异性和专业性上有明显的 核心竞争优势。通过目标市场整合和推广,预计在不到 5 年的时间,N 产品将实现投资 内部收益率超过 50%。同时,通过财务预测分析,该项目将在 3 年时间内收回所有的投 资。总体而言,海格公司开发 N 项目具有投资收益高、风险可控的优点,该项投资是可 行的。 关键词:卫星导航;北斗卫星导航;导航芯片/模块II ABSTRACT With domestic beidou navigation system second generation of speed up progress gradually, based on beidou navigation and positioning used more and more by government authorities and navigation and positioning product supplier's attention. H is a company to provide all the services and arms communications, navigation equipment, and integrates research and development, manufacturing, sales, and service in the integration of high-tech enterprises. The business plan is first introduced the project background and motivation: H company will get listed financing through part of the funds for development in the N project (BD/GPS dual mode combined navigation positioning module industrialization projects, hereinafter referred to as the N project), and plans to invest will N project to fight a domestic beidou navigation star of the second generation field demonstration project. N project will rely on domestic satellite navigation industry market with the high-speed development of the platform to the guide equipment manufacturers, traffic information such as operating organs for target customers, gradually set up company and project brand, leading the domestic product development new navigation benchmarking. The business plan is to H company plans to invest through development N the research and analysis project, to provide shareholders with project investment information, the argument goes straight from its own funds used in enterprise operation the feasibility of the project; Meanwhile, the business plan for the development of the project N H background, the market localization, the promotion strategy, financial planning, earnings and risk control to analysis, project implementation plan and specific steps, for the success of the project operation to provide the necessary guidance. Plan through the Michael porter five competitive forces competition model analysis and SWOT to N the competitive environment of the project has made the detailed analysis. Analysis showed that: N project has technical advantages, environmental advantage and agglomeration advantages, but also face trade promotion the disadvantage, potential entrants and existing competitors on the form must be threat. A competition by differentiation, foster strengths and circumvent weaknesses, overall still outweigh the costs. At the same time, the business plan after fully analysis, N project in product difference and professional are clearly core competitive advantages. Through the target market integration and the promotion, in less than 5 years is expected to time, N products will achieve investment internal rate of return of more than 50%. At the same time, through the financial forecast analysis, this project will be in three years time take all the investment.III Overall, H company development project has a N investment gains high, risk controllable advantages, the investment is feasible. Key words:satellite navigation;Beidou satellite navigation;Navigation chip/moduleIV 目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单..................................................................................................................................VI 第一章 绪 论..........................................................................................................................1 1.1 研究背景和意义 ............................................................................................................. 1 1.2 文献综述 ......................................................................................................................... 3 1.3 研究内容与方法 ............................................................................................................. 4 第二章 项目概况......................................................................................................................7 2.1 海格公司介绍 ................................................................................................................. 7 2.2 产品及服务 ..................................................................................................................... 7 2.3 项目前景 ....................................................................................................................... 10 2.4 本章小结 ....................................................................................................................... 11 第三章 项目市场分析............................................................................................................12 3.1 外部环境分析(PEST 分析) ..................................................................................... 12 3.2 产业价值链分析 ........................................................................................................... 16 3.3 竞争性分析 ................................................................................................................... 17 3.4 SWOT 分析.................................................................................................................... 19 3.5 本章小结 ....................................................................................................................... 21 第四章 项目经营策略............................................................................................................22 4.1 项目规划 ....................................................................................................................... 22 4.2 营销策略策略 ............................................................................................................... 23 4.3 本章小结 ....................................................................................................................... 25 第五章 项目管理与实施........................................................................................................26 5.1 项目管理 ....................................................................................................................... 26 5.2 项目实施 ....................................................................................................................... 28V 5.3 本章小结 ....................................................................................................................... 30 第六章 财务分析....................................................................................................................31 6.1 资源投入计划 ............................................................................................................... 31 6.2 市场及收入预测 ........................................................................................................... 31 6.3 成本及费用预测 ........................................................................................................... 33 6.4 财务分析 ....................................................................................................................... 34 6.5 本章小结 ....................................................................................................................... 37 第七章 社会效益及风险分析................................................................................................38 7.1 社会效益分析 ............................................................................................................... 38 7.2 风险分析 ....................................................................................................................... 39 7.3 风险对策 ....................................................................................................................... 40 7.4 本章小结 ....................................................................................................................... 42 结 论......................................................................................................................................43