本文是华博公司为了实施“个人数码通讯产品护套热升华个性化装饰”项目 而撰写的面向公司股东的投资可行性分析商业计划书。本商业计划书主要包括: 项目概述、市场竞争分析、营销策略、财务可行性分析等几方面内容。 华博公司是一家生产电子产品的塑胶零配件的小型企业,近年来竞争日趋激 烈,固有市场利润率不断萎缩,公司决定依托现有资源,幵拓新的利润增长点, 并作为一个专门的项目进行独立运行。公司将依托原有工厂作为生产研发基地, 然后建立和目前的销售网络完全独立的销售系统,使用网店直销的模式。 随着网络营销和柔性制造技术的发展,制造企业面对单个的终端消费者的生 产和销售成为可能,满足消费者的不断增长的个性化需求成为新的市场增长点。 公司决定在现有的批量生产个人通讯产品护套的设备和制造能力的基础上,增加 热升华表面装饰制造能力,釆用柔性生产技术,配合直接面对终端消费者的网络 直销模式,并组建专门的项目团队推动此项目的开展。 本商业计划书从企业的实际出发,运用市场营销学、会记学、信息系统学、 运营管理学等相关学科的知识对项目旳可行性进行系统科学的分析,指导企业详 细了解投资项目,明确发展方向,树立转型信心。 本商业计划书,为了论证项目的商业可行性,准备了大量的资料,做了充分 的市场调查,并运用各种分析工具对内外环境以及产业环境中的竞争力量进行了 综合分析,对项目的目标客户群进行定位,对项目的产品和营销模式进行了论证, 对整个项目的投入和预期收益进行了分析和预测,对公司人力资源和组织架构进 行了设计规划。 关键词:个人数码通讯产品护套;个性化;热升华表面装饰 I MBA学位报告 作者:陈宁 个人数码通讯产品护您热升华个性化装饰商业计划书 ABSTRACT This business plan is for Huabo company to implement the project of personalized decoration on the case of personal digital communication products with dye-sublimation technology , explains the investment plan to the shareholders of the company. The business plan includes project overview,market analysis, marketing strategy,financial feasibility analysis etc. Huabo company is a small company, main products are plastics cases for electronics products. In the past few years, the keen competition in plastics molding industry made our company had to reduce the profit margins to get enough business. So the top management decided to develop new business with utilizing the existing resources of the company as far as possible. The business plan would be based on existing plants and facilities, and is planning to customize some new equipments for R&D and production, is planning to build up B2C network sales system separated with current sales system. Because of the development of online marketing and flexible manufacturing technology, it becomes possible that manufacturers sell products to the end-customer directly, so to develop the personalized decoration case for individual end-customer becomes a new growing market. Based on the existing manufacturing capability and facility, our company will develop dye-sublimation technology, adopt flexible manufacturing technology, build up B2C network sales system, and build up project team for this business. This business plan is based on the current status of our company,utilizing some knowledge including marketing management,accounting, information system,operations management etc” to analyze the feasibility of this business plan. This business plan explores the feasibility for the project of personalized decoration on the case of personal digital communication products with dye-sublirnation technology, conducted the marketing investigation, dealt with large amounts of data,used various analysis tools to analyze the internal and external industrial environment, analyzed the target market,the products and the sales system, analyzed the financial management plan,and planned the human resourcing and organizational structure of the company. Key words: The Case of Personal Digital Communication Products; Personalized Decoration; Dye Sublimation Technology II MBA学位报告.作者:陈宁 个人数码通讯产品护套热升华^个性化装饰商业计划书 目录 一、绪论 1 (一)研究前景 1 (二)研究方法 1 二、公司介绍 3 (一)公司概述 3 (二)公司战略 4 (三)公司管理团队和组织架构 5 三、项目概述 8 (一)项目商业运营模式 8 (二)产品和服务 8 (三)项目管理团队 15 (四)项目资金规划 15 (五)管理软件应用 16 (六)其他项目支持条件 16 四、市场与竞争分析 18 (一)PEST 分析 18 (二)SWOT 分析 20 (三)五力模型分析 23 五、市场营销策略 26 (一)市场营销目标分析 26 (二)营销市场分析 27 (三)定价策略 28 (四)市场推广 29 六、企业管理与公司文化 32 (一)公司文化 32 (二)绩效考核管理制度 32 七、财务计划与可行性分析 39 (一)资金规划及运营成本 39 (二)预计销售状况及收益情况 40 MBA学位报告 作者:陈宁 个人数码通讯产品护套热升个性化装饰商业计划书 (三)风险控制 41 八、结语 43