工业自动化控制系统装置制造产业在下游行业的带动下取得了一定的发展，但是与 发达国家相比，工业自动化比例依然不高。同时由于看到消防救援、高层建筑、桥梁船 舶及其他民用行业的对升降自动化装置的更高要求和市场需求，东莞市天楠科技有限公 司开发出了公司的核心产品自动化控制光机电一体化升降机器人，并获得多项专利，东 莞市天楠科技有限公司准备以核心产品为源动力进行融资。 本文研究内容主要包括项目分析、环境分析、营销策略及管理团队、未来三年的销 售预测与风险分析六个部分。首先应用波特五力模型，对东莞市天楠科技有限公司的核 心产品的市场竞争环境进行分析，明确项目的核心竞争力和竞争优势；然后通过 SWOT 分析，明确项目的发展战略，并在此战略的指导下，制定相应的项目实施计划和风险分 析等方法对项目潜在的风险和针对风险采取的相关策略进行分析。公司准备在初始融资 2800 万后，在未来三年再融资 20000 万来保持持续增长势头。在第三年实现利润率 36.68%的优良业绩。 关键词，商业计划书；自动化控制；升降器II ABSTRACT Admittedly, some developments of the manufacturing industry of the industrial automation systems have been achieved. However, comparing with the developed countries, the percentage of industrialization is still low in China. At the same time, we realize the higher requirement and market demand of automatic riser in fire rescue, highrise, bridge and shipbuilding industry for civil use. The core product of Tian Nan Limited Company of Technology, automation control optical-electro-mechanical integration riser, has been developed and patented. And it is the driving source of the company financing. In this paper, there are item analysis, environment analysis, marketing strategy, management team, the selling prediction of the following 3 years and risk analysis. Fristly, we analyze the environment of competition of the core product of Tian Nan Limited Company of Technology by using Michael Porter's Five Forces Model to realize the core competition and the advantages of competition; Secondly, we make sure the development strategy of the item with SWOT, and then, make plans of core competency and risk analysis and also the strategies for avoiding the risk according to the development strategies. The company is planning for 200 millions financing in the following 3 years after rising 28 million initial capital to keep the increasing trend, and realize a profit margin of 36.68% in 3 years later. Keywords: business plan; automatic control; riserIII 目 录 摘要...........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表清单..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 选题的背景与意义...................................................................................................... 1 1.2 研究的内容和方法...................................................................................................... 1 1.3 报告工作计划及预期成果.......................................................................................... 2 1.4 项目概要...................................................................................................................... 2 1.4.1 公司概况............................................................................................................ 2 1.4.2 产品概述............................................................................................................ 2 1.4.3 行业与外部环境................................................................................................ 3 1.4.4 市场与竞争........................................................................................................ 3 1.4.5 市场营销策略.................................................................................................... 3 1.4.6 运营管理与管理团队........................................................................................ 3 1.4.7 风险防范与风险资本的退出............................................................................ 4 第二章 行业与外部环境分析..................................................................................................5 2.1 行业分析...................................................................................................................... 5 2.1.1 我国自动化控制行业的现状............................................................................ 5 2.1.2 我国自动化控制行业的发展趋势.................................................................... 5 2.2 外部环境分析（pest） ............................................................................................... 9 2.2.1 政治因素............................................................................................................ 9 2.2.2 经济因素............................................................................................................ 9 2.2.3 社会因素.......................................................................................................... 11 2.2.4 技术因素.......................................................................................................... 11 2.3 本章小结.................................................................................................................... 11 第三章 市场与竞争分析........................................................................................................12 3.1 市场分析.................................................................................................................... 12 3.2 竞争分析（波特五力）............................................................................................ 13IV 3.2.1 直接竞争者...................................................................................................... 13 3.2.2 替代者.............................................................................................................. 15 3.2.3 购买者的议价能力.......................................................................................... 15 3.2.4 供应商的议价能力.......................................................................................... 15 3.3 SWOT 分析 ................................................................................................................ 16 3.4 目标市场选择............................................................................................................. 18 3.5 本章小结.................................................................................................................... 19 第四章 市场营销策略............................................................................................................20 4.1 营销计划.................................................................................................................... 20 4.2 营销策略.................................................................................................................... 20 第五章 组织结构与管理团队................................................................................................23 5.1 组织结构.................................................................................................................... 23 5.2 团队管理及职责........................................................................................................ 23 5.3 激励机制.................................................................................................................... 25 5.4 本章小结.................................................................................................................... 26 第六章 未来三年销售预测....................................................................................................27 6.1 未来三年公司盈利预测............................................................................................ 27 6.2 未来三年产品销售预测及公司利润增长预测........................................................ 27 6.2.1 产品销售预测.................................................................................................. 27 6.2.2 公司利润增长预测.......................................................................................... 28 6.2.3 价值评估.......................................................................................................... 28 6.4 本章小结.................................................................................................................... 29 第七章 风险防范与风险资本的退出....................................................................................30 7.1 风险防范.................................................................................................................... 30 7.1.1 市场风险及对策.............................................................................................. 30 7.1.2 经济风险及对策.............................................................................................. 31 7.1.3 管理风险及对策.............................................................................................. 32 7.1.5 政策风险.......................................................................................................... 32 7.2 风险资本的退出........................................................................................................ 33 7.2.1 退出方式.......................................................................................................... 33V 7.2.2 退出时间.......................................................................................................... 33 7.3 本章小结.................................................................................................................... 34 结 论......................................................................................................................................35