中国手机市场是当今世界上最大的手机市场，每年都有数量巨大的新增用户和换机 用户，预计到2010年中国的手机用户数将接近7.4亿。如此庞大的消费市场自然吸引了国 内外众多手机厂商积极地参与竞争，特别是在还有着巨大市场潜力的广大城镇和农村市 场。2008年的“金融危机”给多数大型手机生产企业造成了很大的冲击，但也给中小型 手机生产企业提供了新的机遇。为抓住机遇，捷瑞公司于2009年6月设立捷瑞电子厂， 拟从事手机加工等业务。而国内大型手机设计制造企业W企业与捷瑞电子厂关系密切， W企业将提供手机外发订单给捷瑞电子厂OEM加工生产。本文主要研究捷瑞电子厂手机 生产的运作、规模问题和生产所需资金的融资问题。 本文共分五章对项目的实施背景、实施环境及项目的实施保障和财务进行了分析。 本文首先简单介绍了捷瑞电子厂的概况，描述了工厂的发展历程和经营状况，确定 项目立项具有基础。同时介绍了手机生产行业的现状，叙述了手机设计生产的流程和手 机OEM生产的流程，并对国内外大的手机生产厂商进行了简单介绍。 接着本文对项目实施的外部环境进行了分析，由于给 W 企业 OEM 生产，所以主要 从宏观环境、需求环境、竞争环境等方面分析了 W 企业的手机市场前景。根据手机的 市场前景和 W 企业的手机市场发展，确认捷瑞电子厂手机 OEM 生产项目已具备了基本 确立的条件。 然后简单介绍了手机产业的价值链，并结合上一章外部环境的分析对 W 企业的内 部资源和能力进行了 SWOT 分析，为 W 企业指出了战略选择，从而论证捷瑞电子厂的 手机 OEM 生产项目是可以在依靠 W 企业的发展上实施的。 确定捷瑞电子厂的手机 OEM 生产项目可实施后，文章对项目的实施保障方面进行 了分析，着重分析了工厂的人力资源管理、采购和物流管理、生产管理及质量管理，并 在这些方面提出了一些具体实施的建议。 最后，通过对捷瑞电子厂手机 OEM 生产项目的财务分析，明确了资金的运作及融 资计划。通过对销售收入及成本的预测，加上对项目进行投资回收期、净现值和内部收 益率等的财务分析，确认了该项目在经济上是可行的。随后提出了该项目发展可能遇到 的一些风险，并给出了相应风险的规避对策等。 关键词，金融危机；环境分析；OEM 生产；手机市场；财务分析Abstract China mobile market is the world's largest mobile market. Every year has a huge number of new users and replacement users. The number of mobile users in China will approach 740 million by 2010. Naturally such a huge consumer market has attracted many domestic and foreign mobile makers to actively participate in the competition. Especially in the town and rural areas there is still a vast potential market. The financial crisis in 2008 had an impact on most major mobile manufacturers. But to small and medium sized mobile manufacturers there is a new opportunity. To seize the opportunity, JieRui company set up JieRui electronics factory in June 2009. The factory will be engaged in mobile produce business. The large domestic mobile design and manufacturing enterprise W has a good relationship with JieRui. The enterprise W will provide the mobile outsourcing contract to JieRui electronics factory by OEM processing. This paper studies JieRui electronics factory’s operations、 production scales and financing problems in mobile producing. The thesis analyses the project’s execution background, implementation environments, operations and finance in five chapters. First, this article simply introduces the profile of JieRui factory, describes the process of plant’s development and management conditions. This ascertains the foundation of the project to be implemented. And then introduces the status of mobile manufacturing industry, describes the design、production processes and mobile OEM production processes. Also simply introduces the major international and domestic mobile manufacturers. Then, the thesis analyses the external implementation environment of the project. Due to the supply of W Enterprise’s mobile OEM production, it mainly analyses the macroeconomic environment、demand environment and competition environment with enterprise W’s mobile marketing prospects. According to the whole mobile marketing prospects and the mobile marketing development of enterprise W, it confirmed JieRui electronics factory mobile OEM production project already has a basic set of conditions for establishment. And then, this article simply introduces the mobile industry value chain. Combined with the external environment analysis of enterprise W in last chapter, it carries out the SWOT analysis with the internal resources and capabilities of enterprise W. It also points out the strategic choice for W. This demonstrates that the mobile OEM production project of JieRui electronics factory can be implemented with the development of enterprises W. With the affirmance of JieRui electronics factory’s mobile OEM production project can be implemented, this article analyses the project's operations management. Especiallyanalyses the factory's human resources management, purchasing and logistics management, production management and quality management. It also give some advises about how to specific perform in those areas. Finally, this paper specifies the operations of capital and financing plans by the project’s financial analysis. Through the sales and cost expectation, coupled with the project’s payback period、NPV and IRR financial analysis tools, it confirms the project is economically feasible. Subsequently it points out that the development of the project may face some risks. And then it gives some corresponding measures about how to avoid such risks. Key words: Finance Crisis；Environmental Analysis；OEM Production；Mobile marketing； Financial Analysis目 录 第一章 绪论 .................................................................................................................................................. 1 1.1 研究的背景与意义.............................................................................................................................. 1 1.1.1 研究背景............................................................................................................ 1 1.1.2 研究意义............................................................................................................ 2 1.2 文献综述 ............................................................................................................................................. 3 1.2.1 国内手机企业研究的相关文献........................................................................ 3 1.2.2 竞争战略的相关文献........................................................................................ 3 1.2.3 财务分析的相关文献........................................................................................ 5 1.3 研究目标与内容.................................................................................................................................. 5 1.3.1 研究目标............................................................................................................ 5 1.3.2 研究内容............................................................................................................ 5 1.4 研究方法 ............................................................................................................................................. 7 第二章 捷瑞电子厂手机生产项目背景....................................................................................................... 8 2.1 捷瑞电子厂简介.................................................................................................................................. 8 2.1.1 发展历程与经营理念........................................................................................ 8 2.1.2 业务概况............................................................................................................ 9 2.1.3 财务状况............................................................................................................ 9 2.2 手机生产行业概述.............................................................................................................................. 9 2.2.1 手机设计生产流程简介.................................................................................... 9 2.2.2 手机主要生产厂商.......................................................................................... 17 2.3 本章小结 ........................................................................................................................................... 19 第三章 项目实施环境分析......................................................................................................................... 20 3.1 宏观环境分析.................................................................................................................................... 20 3.1.1 人口环境.......................................................................................................... 20 3.1.2 经济环境.......................................................................................................... 21 3.1.3 政治与法律环境.............................................................................................. 21 3.1.4 技术环境.......................................................................................................... 22 3.1.5 社会文化环境.................................................................................................. 223.1.6 自然环境.......................................................................................................... 23 3.1.7 项目所在区域分析.......................................................................................... 23 3.1.8 小结.................................................................................................................. 24 3.2 手机需求分析.................................................................................................................................... 25 3.2.1 需求总量.......................................................................................................... 25 3.2.2 需求结构.......................................................................................................... 27 3.2.3 需求行为.......................................................................................................... 27 3.2.4 需求发展趋势.................................................................................................. 28 3.2.5 小结.................................................................................................................. 29 3.3 竞争环境分析.................................................................................................................................... 30 3.3.1 现有竞争者...................................................................................................... 31 3.3.2 潜在进入者的威胁.......................................................................................... 31 3.3.3 原材料供应商.................................................................................................. 32 3.3.4 替代产品.......................................................................................................... 32 3.3.5 购买者议价能力.............................................................................................. 32 3.3.6 小结.................................................................................................................. 33 3.4 本章小结 ........................................................................................................................................... 33 第四章 项目定位与经营战略..................................................................................................................... 34 4.1 手机产业价值链................................................................................................................................ 34 4.1.1 手机产业价值链.............................................................................................. 34 4.1.2 手机硬件、软件系统供应商.......................................................................... 36 4.1.3 价值链主干---手机设计公司.......................................................................... 37 4.1.4 手机制造商...................................................................................................... 37 4.1.5 价值链核心---运营商...................................................................................... 38 4.1.6 手机渠道经销商.............................................................................................. 39 4.2 SWOT 分析 ........................................................................................................................................ 40 4.2.1 优势（Strength） ............................................................................................ 40 4.2.2 劣势（Weakness） .......................................................................................... 40 4.2.3 机会（Opportunity） ...................................................................................... 41 4.2.4 威胁（Threat） ............................................................................................... 414.2.5 小结.................................................................................................................. 43 4.3 项目定位及经营战略........................................................................................................................ 43 4.3.1 项目所处产业价值链位置.............................................................................. 43 4.3.2 企业经营战略.................................................................................................. 44 4.4 本章小结 ........................................................................................................................................... 45 第五章 项目实施保障................................................................................................................................. 46 5.1 人力资源规划与组织架构................................................................................................................ 46 5.1.1 项目人员需求及管理策略.............................................................................. 46 5.1.2 初期规模及发展.............................................................................................. 49 5.1.3 组织结构设计.................................................................................................. 49 5.2 采购与物流管理................................................................................................................................ 50 5.2.1 ERP 系统........................................................................................................... 50 5.2.2 采购与物流...................................................................................................... 52 5.3 生产管理 ........................................................................................................................................... 52 5.3.1 管理目标和内容.............................................................................................. 52 5.3.2 生产管理的手法............................................................................................... 53 5.3.3 管理模式.......................................................................................................... 54 5.4 质量管理 ........................................................................................................................................... 56 5.4.1 管理目标.......................................................................................................... 56 5.4.2 质量管理模式及质量保证体系介绍.............................................................. 57 5.4.3 全面质量管理的运作方法和实施.................................................................. 59 5.5 本章小结 ............................................................................................................................................ 63 第六章 财务计划与风险控制..................................................................................................................... 64 6.1 财务计划 ........................................................................................................................................... 64 6.1.1 项目总投资构成及估算.................................................................................. 64 6.1.2 融资计划.......................................................................................................... 68 6.1.3 销售收入及成本预测....................................................................................... 69 6.1.4 财务分析.......................................................................................................... 70 6.2 投资风险与对策............................................................................................................................... 72 6.2.1 技术风险与对策.............................................................................................. 72 6.2.2 市场风险与对策.............................................................................................. 736.2.3 管理风险与对策.............................................................................................. 74 6.3 本章小结 .......................................................................................................................................... 75 结 论 .......................................................................................................................................................... 76