智能硬件是继智能手机之后的一个科技概念，以平台性底层软硬件为基础，以智能 传感互联、人机交互、新型显示及大数据处理等新一代信息技术为特征，以新设计、新 材料、新工艺硬件为载体的新型智能终端产品及服务。通过将硬件和软件相结合对传统 设备进行智能化改造，进而让其拥有智能化的功能。智能化之后，硬件具备连接及沟通 的能力，能实现互联网服务的加载，形成“云+端”的典型架构，具备了大数据等附加 价值。目前，智能硬件市场已经进入启动期，智能硬件已经从可穿戴设备延伸到智能家 居、智能汽车、医疗健康、智能玩具等领域，市场规模不断扩大。然而对于生鲜领域的 专业智能硬件机器人却是一片空白，而中国的生鲜市场是一个万亿市场，直到 2017 年 为止，还没有出现一家独大的局面。中国生鲜市场目前依然处于高速发展期，深受资本 追捧，生鲜仍不断完善产业链条的各个环节，市场表现强劲。因此，智能生鲜机器人的 未来市场是一片蓝海，前景不可估量。 俗说“民以食为天，食以安为先”，F 公司顺势而提出了“智能生鲜机器人项目”。 专注于食品安全检测（农药残留、地沟油残留、新鲜度等），并经过智能生鲜机器人彼 此连接终端用户，整合用户相关行为数据，运用大数据技术进行处理及分析，为用户推 荐健康食材计划，让用户彼此互动玩乐分享，构造开放式的智能生鲜机器人社区平台， 它是一种新型的商业模式，具有一定的创新性。 本文首先论述了该商业计划产生的背景和意义，然后运用战略管理的理论对本项目 内、外部环境进行分析，认为目前智能生鲜机器人在国内市场虽是启动期，但却具有广 泛市场和非常大的发展潜力；在对项目的竞争优势进行分析后，运用战略市场营销管理 的理论进行市场细分，确定目标市场以及市场定位；通过 4C、4S、7P 模型分析 F 公 司营销组合策略，从而合理制定项目的营运规划；之后运用财务管理的知识进行投资分 析，对项目财务决策指标进行评价；再运用风险管理的相关理论对项目可能遇到的风险 进行分析并提出相应的风险对策以及风险规避方法。 关键词，商业计划书；智能机器人；生鲜电商；大数据II Abstract Smart hardware is a new technical concept after smart phones. Based on the platform-based hardwareand software,it is featured by a new generation of information technologies such as smart sensor interconnection, human-computer interaction, new display and big data processing. it also uses the new design, new materials and new technology hardware as the carrier of new intelligent terminal products and services.The traditional equipment owns intelligent functions through intelligent transformationwhich combines hardware and software. After transformation, the hardware is able to be connected and communicate which enable the the function of loading internet services, forming a typical architecture of cloud + end with the added value like big data. Currently, the smart hardware market has entered the start-up period, the smart hardware has extended from wearable devices to smart household, smart car, medical health, smart toys and other fields, the market size has been expanding. Compared with this aspect, the professional and intelligent hardware robots in the fresh food field is blank. There is a trillion market in China's fresh market and still has no one dominate until 2017. Also, the fresh market in China is still in a period of rapid development and is warmly welcomed by the capitalists. Fresh raw food still keeps improving all aspects of the industrial chain with strong market performance, hence, the future of market for smart, fresh robots is bright with immeasurable prospects. As the saying goes, “to the people foodstuff is all-important, to the foodstuff safety is all-important”, F company took the opportunity and put forward the smart fresh robot project. This project focuses on food safety testing (pesticide residues, waste residue, freshness, etc.), after connecting the users to intelligent fresh robot, integrating the user-related behavioral data and using the big data technology for processing and analysis, it presents healthy ingredients plans for the users. it allows users to enjoy and have fun for each other on this open intelligent fresh robot community platform. Above all, it is a new type of business model with a certain innovation. This article firstly discusses the background and significance of this business plan, and analyzes the internal and external environment of the project using the theory of strategic management. It is believed that the current smart robot is a start-up stage in the domestic market, but it has a broad market and great potential for development.After analyzing the competitive advantage of this project, we use strategic marketing management theory for market segmentation, and determine the target market and market positioning. We analyze the F company's marketing mix strategy through the 4C4S7P model to develop the projectIII operation planning reasonably; Then we use the knowledge of financial management to analyze investment and evaluate the project's financial decision-making index. Also, we analyze the risks the project may encounter combined with the theory of risk management and put forward corresponding risk measures and risk aversion methods. Keywords:Business plan; Intelligent robot; Fresh seafood community e-commerce platform; Big dataIV 目录 摘要..................................................................................................................................................................I ABSTRACT ........................................................................................................................................................ II 目录................................................................................................................................................................IV 图表清单 .......................................................................................................................................................VII 第一章绪论......................................................................................................................................................1 1.1 研究的背景和意义 ...................................................................................................................................... 1 1.1.1 研究的背景.......................................................................................................................................... 1 1.1.2 研究的意义.......................................................................................................................................... 3 1.2 文献综述...................................................................................................................................................... 4 1.2.1 关于商业计划书的撰写 ...................................................................................................................... 4 1.2.2 关于项目的企业战略与市场营销 ...................................................................................................... 5 1.2.3 关于项目投资的财务分析 .................................................................................................................. 6 1.2.4 关于智能生鲜机器人行业及市场分析............................................................................................... 6 1.2.5 关于生鲜电商常用商业模式研究 ...................................................................................................... 7 1.2.6 关于生鲜机器人技术发展趋势研究 .................................................................................................. 8 1.3 研究方法与内容.......................................................................................................................................... 9 1.3.1 研究目标与方法.................................................................................................................................. 9 1.3.2 研究内容与架构................................................................................................................................ 10 第二章项目概况详细介绍.............................................................................................................................12 2.1 公司简介.................................................................................................................................................... 12 2.1.1 公司基本概况.................................................................................................................................... 12 2.1.2 组织架构与管理团队 ........................................................................................................................ 12 2.1.3 公司的研发能力与生产能力 ............................................................................................................ 14 2.1.4 战略规划............................................................................................................................................ 15 2.2 产品分析.................................................................................................................................................... 16 2.2.1 产品概况............................................................................................................................................ 16 2.2.2 第二代产品........................................................................................................................................ 18 2.3 建设的主要内容及规模 ............................................................................................................................ 18 2.4 项目的优势及创新点 ................................................................................................................................ 20 2.5 本章内容小结............................................................................................................................................ 20 第三章市场机会与竞争性分析 .....................................................................................................................22 3.1 宏观环境分析............................................................................................................................................ 22 3.1.1 政策环境............................................................................................................................................ 22 3.1.2 经济环境............................................................................................................................................ 23 3.1.3 社会及人口环境................................................................................................................................ 24 3.1.4 技术环境............................................................................................................................................ 25 3.2 项目的市场分析........................................................................................................................................ 26 3.2.1 市场发展分析.................................................................................................................................... 26 3.2.2 市场规模............................................................................................................................................ 27 3.2.3 服务机器人行业特点 ........................................................................................................................ 29 3.2.4 消费者分析........................................................................................................................................ 31 3.2.5 市场供求关系.................................................................................................................................... 32 3.3 项目的竞争性分析.................................................................................................................................... 32 3.3.1 竞争对手分析.................................................................................................................................... 33 3.3.2 替代品的威胁.................................................................................................................................... 34 3.3.3 潜在进入者的威胁............................................................................................................................ 35 3.3.4 购买者的议价能力............................................................................................................................ 36V 3.3.5 供应商的议价能力............................................................................................................................ 36 3.4 SWOT 分析详细介绍 ................................................................................................................................. 36 3.4.1 优势.................................................................................................................................................... 37 3.4.2 劣势.................................................................................................................................................... 38 3.4.3 机会.................................................................................................................................................... 39 3.4.4 威胁.................................................................................................................................................... 39 3.4.5 组合分析............................................................................................................................................ 40 3.5 本章小结.................................................................................................................................................... 41 第四章市场定位与营销策略.........................................................................................................................42 4.1 市场定位.................................................................................................................................................... 42 4.1.1 市场细分............................................................................................................................................ 42 4.1.2 目标市场的选择................................................................................................................................ 46 4.1.3 市场定位............................................................................................................................................ 46 4.2 营销体系.................................................................................................................................................... 48 4.3 营销策略.................................................................................................................................................... 49 4.3.1 产品策略............................................................................................................................................ 49 4.3.2 价格策略............................................................................................................................................ 50 4.3.3 渠道策略............................................................................................................................................ 51 4.3.4 促销策略............................................................................................................................................ 52 4.3.5 人员策略............................................................................................................................................ 52 4.3.6 过程策略............................................................................................................................................ 53 4.3.7 有形展示策略.................................................................................................................................... 53 4.4 本章小结.................................................................................................................................................... 54 第五章营运规划............................................................................................................................................55 5.1 营运目标.................................................................................................................................................... 55 5.2 营运实施.................................................................................................................................................... 55 5.2.1 线上营运............................................................................................................................................ 55 5.2.2 线下营运............................................................................................................................................ 57 5.2.3 大数据营运........................................................................................................................................ 58 5.3 项目组织管理 ............................................................................................................................................ 59 5.3.1 组织架构及文化................................................................................................................................. 60 5.3.2 人员配置............................................................................................................................................. 61 5.3.3 项目的组织形式................................................................................................................................ 63 5.3.4 激励机制............................................................................................................................................ 64 5.4 本章小结 .................................................................................................................................................... 65 第六章财务分析............................................................................................................................................66 6.1 项目融资计划 ............................................................................................................................................ 66 6.1.1 公司现有股权结构............................................................................................................................. 66 6.1.2 融资目的及额度................................................................................................................................. 66 6.1.3 资金使用方向..................................................................................................................................... 67 6.2 资本退出方式............................................................................................................................................ 67 6.3 财务基本假设与费用原则 ........................................................................................................................ 68 6.3.1 财务的基本假设................................................................................................................................. 68 6.3.2 费用估算原则..................................................................................................................................... 69 6.4 预计财务报表分析 .................................................................................................................................... 70 6.4.1 项目收入预测..................................................................................................................................... 70 6.4.2 项目费用预测..................................................................................................................................... 72 6.4.3 项目利润预测.................................................................................................................................... 74 6.4.4 项目现金流预测................................................................................................................................. 74 6.5 投资回报分析............................................................................................................................................ 75 6.5.1 回收期法............................................................................................................................................. 75VI 6.5.2 净现值法（NPV） .............................................................................................................................. 76 6.5.3 内部回报率（IRR）............................................................................................................................ 77 6.6 本章小结 .................................................................................................................................................... 77 第七章风险分析和对策.................................................................................................................................78 7.1 风险定量分析............................................................................................................................................ 78 7.1.1 单因素敏感性分析............................................................................................................................ 78 7.1.2 多因素敏感性分析............................................................................................................................ 78 7.2 风险定性分析............................................................................................................................................ 79 7.2.1 政策风险和对策................................................................................................................................. 79 7.2.2 市场风险和对策................................................................................................................................. 80 7.2.3 管理风险和对策................................................................................................................................. 81 7.2.4 财务方面风险和对策 ......................................................................................................................... 82 7.2.5 技术方面风险和对策 ......................................................................................................................... 83 7.3 本章小结 .................................................................................................................................................... 84 结论...............................................................................................................................................................85