指纹识别领域自 1998 年开始以指纹考勤机作为载体的方式走进广大消费者的视线 中后一直处于行业的高速发展时期。目前指纹识别领域已经衍生出指纹考勤、指纹门禁、 指纹保险柜、指纹锁、指纹 U 盘、指纹硬盘等多个细分行业。随着消费者的对指纹认知 越来越高，市场容量在剧烈的放大，行业竞争局面也越来越激烈。因为行业处于发展期， 行业规模从量级上而言还未吸引到国际、国内的资本大鳄进入。所以在这个时期抓住市 场机遇，积极、率先的进行资本运做。充分利用自身的品牌效应和资源整合能力，夯实 在这一领域的市场地位是企业发展的最佳选择途径。 广州 JD 信息技术有限公司的创业深知门禁行业向更保密、更科学、更先进的建设 过程中的巨大的市场计划，决定投资成立 JD 公司，定位为最专业的指纹门禁产品和系 统方案提供商，专注于指纹门禁系统的研发和销售。 以指纹识别为代表的生物识别领域是一个新兴产业，目前市场规模小，投资回报率 高，容易形成具有相对垄断地位的规模型企业。本文以指纹门禁行业为研究对象。在总 体结构上，本文首先论述了商业计划书产生的背景和意义，然后运用战略管理的理论从 内部环境以及外部环境两个方面对项目的可行性进行分析。在内部环境分析中，以公司 的竞争优势以及产品和技术为重点分析了公司所拥有的资源、能力和核心竞争力；在外 部环境分析中，先从宏观方面对生物识别产业、指纹识别产业以及指纹门禁产品的应用 现状和前景进行了分析，并从中发现巨大的市场机会，再运用五力模型对竞争环境进行 了系统的分析；接下来运用 SWOT 方法分析了公司所面临的外部的计划和威胁以及内 部优势和劣势，并以此制定了公司的战略。公司战略制定后，对公司未来运营管理方面 进行了相关的规划和设计，运用市场营销的理论来确定目标市场、市场细分以及进行市 场定位，并制定了营销计划；接下来运用财务管理的知识制定融资策略并分析了项目的 赢利模式和投资回报；最后运用风险管理的相关理论对公司项目执行过程中可能遇到的 风险进行分析并提出相应的风险控制对策。 通过对行业和公司的相关分析，本文为投资者决策提供了详细的可参考数据和资 料，可成为指纹识别领域投资分析的案例。同时，也为有意进入指纹识别行业的企业提 供了详细的行业分析及经营方案。 关键字，商业计划；指纹识别；指纹门禁II ABSTRACT Fingerprinting in 1998 started in a fingerprint attendance as a carrier way into the customers of sight of the industry has been in the rapid development of time. Currently the fingerprint identification field has been derived fingerprint attendance, the fingerprint safe, fingerprint lock, fingerprint U disk, fingerprint disk as subdivision industries. As the consumers' awareness of fingerprints, the market higher and higher capacity in the violent, industry, more and more fierce. competition situation. For industry is realty industry from the magnitude scale, as it is not attracted to the international and domestic capital predators into. So in this period, active in the market opportunities, the capital of work. Make full use of its brand effect and resource integration capability, strengthen the market in this area is the best choice for enterprise development. Make full use of its brand effect and resource integration capability, consolidate the lead in guangzhou JD information technology Co., LTD. To know the business secret door industry more and more scientific and more advanced construction process of huge market planning, investment decisions, positioning for most JD professional fingerprint door product and system solutions provider, focus on the entrance guard system fingerprint research and sales. With the fingerprint identification as a representative of the biological recognition domain is an emerging industry, the market scale is small, the return on investment is relatively high, easy to form a monopoly of the enterprise. Based on fingerprint door industry as the research object. In the overall structure, this paper first discusses the background of the business plan and significance, then apply the theory of strategic management from the internal environment and external environment in two aspects of project feasibility analysis. In the internal environment analysis, with company's competitive advantage and products and technology for the company have focused on the analysis of the resources, the ability and core competitiveness. In the external environment, first from the macro analysis of biological recognition, fingerprint identification industry and the products of the application situation and prospects are analyzed, and find the huge market opportunities, then use five competitive forces model of the competitive environment systematically analyzed. The method of SWOT analysis on the face of the external and internal threat plan and the advantages and disadvantages, and to establish the strategic. After the company strategy for the future operation and management of planning and design, using the theory to determine the marketing target market, market subdivision and market positioning, and formulated a marketing plan. The financial management of using knowledge of financing strategyIII formulation and analyses the profit pattern and project investment returns, Finally the application of risk management theory on the project implementation process of risk analysis and put forward the corresponding risk control measures. Based on the related industries and companies, the paper provides detailed decision for investors can reference data and material, can become the fingerprint identification field investment analysis case. At the same time, also to enter the fingerprint identification industry enterprise provides a detailed analysis and management scheme of industry. Key words: business plan; The fingerprint identification; Fingerprints scannedIV 目 录 摘要..................................................................................................................................... I ABSTRACT.......................................................................................................................... II 图表清单...........................................................................................................................VII 第一章 绪论 .........................................................................................................................1 1.1 商业计划书产生的背景和意义...................................................................................1 1.1.1 商业计划书产生的背景........................................................................................1 1.1.2 商业计划书的意义 ...............................................................................................3 1.2 文献综述......................................................................................................................3 1.2.1．商业计划书.........................................................................................................3 1.2.2 战略管理理论 ........................................................................................................3 1.2.3 市场营销理论 ........................................................................................................6 1.2.4 人力资源管理理论 ................................................................................................7 1.2.5 财务管理理论， ....................................................................................................8 1.3 商业计划书结构..........................................................................................................9 第二章 公司内部资源和竞争力分析.................................................................................10 2.1 公司竞争优势............................................................................................................10 2.2 产品与技术................................................................................................................11 2.2.1 指纹识别技术的描述..........................................................................................11 2.2.2 指纹识别技术的特性，......................................................................................14 2.2.3 技术持有，.........................................................................................................15 2.2.4 产品概述.............................................................................................................15 2.3 创业团队....................................................................................................................16 2.4 本章小结....................................................................................................................19 第三章 外部环境分析........................................................................................................20 3.1 指纹识别产业链分析 ................................................................................................20 3.2 门禁行业现状分析 ....................................................................................................24 3.2.1 门禁系统的市场现状..........................................................................................24 3.2.2 门禁系统的发展趋势..........................................................................................24V 3.2.3 政府对行业的影响 .............................................................................................25 3.3 市场机会....................................................................................................................25 3.4 五力竞争模型分析 ....................................................................................................26 3.5 本章小结....................................................................................................................28 第四章 公司战略与运营管理.............................................................................................29 4.1 SWOT 分析 ................................................................................................................29 4.2 公司战略....................................................................................................................31 4.3 关键成功因素............................................................................................................31 4.4 公司的运营管理........................................................................................................32 4.4.1 人力资源计划 .....................................................................................................32 4.4.2 组织结构设计 .....................................................................................................32 4.4.3 本章小结.............................................................................................................34 第五章 营销计划................................................................................................................35 5.1 未来三年销售目标 ....................................................................................................35 5.2 STP 分析....................................................................................................................36 5.3 营销策略....................................................................................................................37 5.4 渠道体系设计............................................................................................................37 5.4.1 营销链条各个环节的现状..................................................................................37 5.4.2 营销价值链设计 .................................................................................................38 5.5 本章小结....................................................................................................................39 第六章 财务计划................................................................................................................40 6.1 融资计划....................................................................................................................40 6.2 未来财务预测............................................................................................................41 6.2.1 现金流量表.........................................................................................................41 6.2.2 损益表.................................................................................................................44 6.2.3 资产负债表.........................................................................................................44 6.3 投资回报分析............................................................................................................46 6.4 资本退出....................................................................................................................47 6.5 本章小结....................................................................................................................48 第七章 投资风险分析........................................................................................................49VI 7.1 风险因数....................................................................................................................49 7.2 风险控制与防范........................................................................................................50 7.3 本章小结....................................................................................................................50 结 论...................................................................................................................................52