近年来，一直被誉为经济增长发动机的国际贸易已风光不再，许多外贸型企业陷入 进退维谷的处境。为了谋求生存和发展，单纯做外贸业务的 S 公司积极调整发展战略， 开拓国内市场，实现国内外贸易两条腿走路；随着我国经济水平的不断提高，房车将会 越来越多地出现在国人的生活中，房车市场的发展潜力巨大。因此，启动房车在国内的 销售就愈发必要。 本采用商业计划书的形式，根据 S 公司及本项目的特点，以及房车行业发展现 状和前景，综合应用战略管理、市场营销、财务管理等理论知识，对 S 公司进行国内市 场开发的立项、投资进行可行性分析。具体来说，本运用环境分析和 SWOT 分析 的方法，对 S 公司所面临的宏观环境、微观环境，以及 S 公司自身的优劣势进行了深入 分析，从而得出国内的房车市场巨大且 S 公司拥有很大的内在优势；通过 STP 和 4P 理 论分析，本项目将目标市场定义在中高收入人群，并提出 S 公司国内市场的营销策略， 产品策略、价格策略、渠道策略及促销策略；从投融资预算、财务预算、投资效益评价 三个方面对本项目进行财务分析，得出本项目的预期回报率为 15%，静态投资回收期为 1.60 年，动态投资回收期为 1.84 年，NPV 为 1416 万元，IRR 为 39%，表明本项目可以 为股东创造价值，是一个值得投资的可行性项目；最后，通过多因素敏感性分析，精炼 出 S 公司投资本项目可能会遇到的风险，并详细陈述了风险的可控性以及针对各种风险 的对策，可以得出本项目的敏感性并不强，具有较好的投资前景，并且各种风险可以通 过公司系统的管理有效地规避。 本将为 S 公司在拓展国内市场的过程中提供一种可行的解决方案，并为类似企 业提供一种可参考的发展模式。 关键词，房车；商业计划书；营销策略II Abstract International business, which was known as an engine of economic growth, has over the hill in recent year. And many foreign trading enterprises have being into a dilemma situation. In order to dig for survival and development, S company is actively exploiting domestic market to achieve a win-win situation from both oversea and domestic market by adjusting development strategy in succession. With the economic level of China continuing to improve, recreational vehicle (RV) will be more and more appear in People's lives, and the development potential of the RV market is huge. Therefore, starting the sales of the RV in the domestic market are increasingly necessary. This thesis using the form of business proposal on the basis of S company’s characteristic, present situation and prospect of RV industry. The speculative knowledge of marketing, knowledge of advanced financial control, knowledge of accounting and strategic management, were integrating applied to give a feasibility analysis of S company exploit market’s project approval and investment. In details, the internal and external marketing environment as well as SWOT analyzing of S company were introduced, and the conclusion is that the domestic RV market is huge and S company has a lot of built-in advantages; by using the STP and 4P theory, the target market of this project is positioned on high-to-medium income group, and proposing a marketing strategy of S company, which is product strategy, price strategy, channel strategy and promote strategy; the financial analysis of this project is focused on three aspects, which are the budget of the investment and financing, financial budget, and investment benefit evaluation, it is concluded that the objective of the expected rate of return is 15%, the static payback period is 1.60 years, the dynamic investment recovery period is 1.84 years, the NPV is 14.16 million yuan, IRR is 39%, all of these show that the project can create value for shareholders and it is a worthwhile investment project; finally, the risks that S company invests in this project may be met were refined by multifactor sensitivity analysis, and this thesis amplify S company’s a part of core functional activities and key elements of organization in project plan, operation management, marketing strategy, financial forecasting and risk prevention. This thesis will provide a feasible solution to Company of S when exploiting domestic market, while a referable developmental pattern for similar company as well. Key words，Caravan/Business Plan/ Marketing StrategyIII 目 录 摘要........................................................................................................................I ABSTRACT................................................................................................................. II 目 录.....................................................................................................................III 图清单....................................................................................................................VII 表清单...................................................................................................................VIII 第一章 绪 论......................................................................................................... 1 1.1 研究背景和意义.....................................................................................................1 1.1.1 研究背景..........................................................................................................1 1.1.2 研究意义..........................................................................................................2 1.2 文献综述.................................................................................................................2 1.3 研究内容与方法.....................................................................................................3 1.3.1 研究内容..............................................................................................................3 1.3.2 研究方法..........................................................................................................4 1.3.3 技术路线..........................................................................................................5 第二章 公司概况及项目简介................................................................................... 7 2.1S 公司发展历程.......................................................................................................7 2.2S 公司组织架构.......................................................................................................8 2.3S 公司的资源...........................................................................................................9 2.3.1 股东简介..........................................................................................................9 2.3.2 S 公司内部资源..............................................................................................10 2.4S 公司的能力.........................................................................................................10 2.4.1 硬件能力........................................................................................................10 2.4.2 公共关系能力................................................................................................10 2.4.3 管理能力........................................................................................................11 2.4.4 技术支持能力................................................................................................12 2.5S 公司房车项目简介.............................................................................................12IV 2.5.1 项目属性........................................................................................................12 2.5.2 房车简介........................................................................................................13 2.5.3 S 公司房车的特点和性能..............................................................................15 2.5.4 项目的盈利模式............................................................................................17 2.5.5 项目人员配置................................................................................................18 2.6 本章小结...............................................................................................................24 第三章 环境分析 ................................................................................................... 25 3.1 宏观环境分析.......................................................................................................25 3.1.1 政治环境........................................................................................................25 3.1.2 经济环境........................................................................................................26 3.1.3 社会环境........................................................................................................26 3.1.4 技术环境........................................................................................................27 3.2 行业环境分析.......................................................................................................28 3.2.1 现有竞争者之间的竞争.................................................................................28 3.2.2 潜在进入者的威胁........................................................................................29 3.2.3 替代品的威胁................................................................................................29 3.2.4 购买者的议价能力........................................................................................30 3.2.5 供应商的议价能力........................................................................................30 3.3 市场环境分析........................................................................................................31 3.3.1 国内外房车市场数据分析............................................................................31 3.3.2 国内房车需求市场调研................................................................................32 3.4S 公司 SWOT 分析.................................................................................................35 3.5 本章小结...............................................................................................................36 第四章 项目营销策略.............................................................................................37 4.1 目标市场选择与定位...........................................................................................37 4.1.1 市场细分.........................................................................................................37 4.1.2 目标市场选择................................................................................................39 4.1.3 市场定位........................................................................................................40 4.2 营销策略组合（4P）...........................................................................................42V 4.2.1 产品策略.........................................................................................................42 4.2.2 价格策略........................................................................................................44 4.2.3 渠道策略........................................................................................................45 4.2.4 促销策略........................................................................................................46 4.3 本章小结................................................................................................................48 第五章 财务分析 ................................................................................................... 49 5.1 投融资预算............................................................................................................49 5.1.1 资金来源与结构.............................................................................................49 5.1.2 资金使用计划.................................................................................................49 5.2 财务预算................................................................................................................49 5.2.1 项目收入预测.................................................................................................50 5.2.2 项目支出预测.................................................................................................51 5.2.3 项目净现金流量预测.....................................................................................53 5.3 投资效益评价.......................................................................................................54 5.3.1 预期回报率.....................................................................................................54 5.3.2 投资回收期.....................................................................................................55 5.3.3 净现值.............................................................................................................56 5.3.3 内部收益率....................................................................................................56 5.4 本章小结................................................................................................................56 第六章 风险防范与对策.........................................................................................57 6.1 项目的敏感性分析................................................................................................57 6.2 市场风险及对策....................................................................................................58 6.3 技术和生产风险及对策........................................................................................59 6.4 质量风险及对策....................................................................................................60 6.5 物流风险及对策....................................................................................................60 6.6 财务风险及对策....................................................................................................61 6.7 政策法律风险........................................................................................................61 6.8 本章小结................................................................................................................61 结 论.................................................................................................................... 63VI