目前，工业和信息化部将新一代移动通信、下一代互联网、三网融合、物联网、云 计算、高端服务器和信息服务等作为新一代信息技术产业重点发展内容，正是在这种背 景下，中国移动、中国联通、中国电信三家运营商已经开始着手提升各自网络的移动数 据接入能力，中国移动在加快推进 TD-LTE 的同时提出了 TD-SCDMA+WLAN 的战略， 中国电信提出了 CDMA2000+WLAN 的战略，中国联通也在积极推进 WLAN 的热点建 设。由于中国移动主导的 TD-SCDMA 网络在技术和产品上仍需完善，中国移动更加急 迫的加强 WLAN 网络的建设，以弥补在移动数据接入方面的不足，WLAN 业务建设运 营的成败对中国移动尤为重要。 在此背景下，本文以 S 移动公司广东商学院 H 校区 WLAN 项目为研究对象，在论 述建设无线局域网的意义的基础上，通过行业竞争状况分析、H 校区建设无线局域网的 影响因素分析，进而提出商业计划书的两个组成部分，工程建设方案和商业运营方案。 在工程建设方案中，文中提出了明确的项目时间表，把工程建设分为三期，一期工 程在不影响校方的正常教学和师生学习生活的前提下进行施工，二期工程在各宿舍、教 学楼、图书馆等进行内部网络布线、网络设备安装，三期工程为 WLAN 设备的调试、 WLAN 信号的开通等，确保在 WLAN 在期限前正式投入使用。 在商业运营方案中，文中首先确定了目标客户群体，即，广东商学院内拥有 WIFI 移动设备的中国移动客户，然后对该用户群体的消费特性进行了分析，进而在产品、价 格、渠道和促销四个方面制定出相应的营销组合策略，在校园内推广 WLAN 业务，从 而提升移动市场的主导地位。 最后，本文对项目进行了财务分析和风险分析。一方面，对项目的投资进行了估算、 资金的来源与筹措进行了分析，并在此基础上对项目的收益进行了评估，得出了项目的 盈亏平衡点；另一方面，本文还对项目所面临的风险进行了分析，并提出各个层面的应 对措施，为项目的顺利开展提供了坚实的保障。 关键词，无线局域网络；竞争战略；商业计划II Abstract Nowadays, Industry and Information Department considers the new generation of mobile communication, the next generation of the Internet, three nets fusion, content online, cloud computing, high-end server and information services as the key development contents of the new generation of information technology industry. It is in this backdrop，three telecom operators in China, including China Mobile, China Unicom and China Telecom had already begun enhancing their own data accessing ability. China Mobile is accelerating TD-LTE and formulating TD-SCDMA+WLAN strategy. China Telecom is formulating CDMA 2000+WLAN strategy. China Unicom is also boosting the WLAN hotspots construction. Because the TD-SCDMA leading by China Mobile still needs to improve both in products and technology, it makes it more urgency to enhance the WLAN construction to China Mobile, in order to make up for deficiencies in mobile data access. Thus, the success of WLAN business is particularly important for China Mobile. In this context, this paper takes the WLAN project which is under construction in college campus as the research object. By discussing the practical significance of the construction of the wireless local area network, analyzing the competitive environment and the impact factors of the project, the paper puts forward the two components of the business plan of H Campus of Guangdong University of Business Studies, which are the construction plan and the business operation plan. In the construction plan, the paper put forward a clear timetable for the project. The project construction is divided into three phases: Phase 1, we would do the construction without affecting the normal teaching and students learning life. Phase 2, we would do the internal network cabling, network equipment installation in dormitory, teaching building, library and so on. Phase 3 for WLAN equipment debugging, the opening of WLAN signal, etc. To ensure the WLAN formally put into use before the deadline. In the business operation plan, this paper first identifies the target customer groups. Then the user groups consumption characteristics are analyzed, and then in the product, price, channel and sales promotion four aspects to make the corresponding marketing strategy, promoting WLAN business in the campus, so as to enhance the dominance of the market. Finally, this article does the financial analysis and risk analysis about the project. On one hand, the project investment is estimated, capital source and financing is analyzed, and based on this, the project benefits were evaluated, it is concluded that the project break-even point. On the other hand, this paper also analyzed the facing project risks, and some advice of theIII measures, which provide a solid guarantee to the smooth development of the project. Key words: Wireless Local Area Networks; competitive strategy; business planningIV 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单..................................................................................................................................VI 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................................................................................................................... 7 1.2 文献综述.......................................................................................................................... 8 1.2.1 相关理论研究........................................................................................................... 8 1.2.2 关于商业计划书的有关文献................................................................................. 11 1.3 研究思路与方法............................................................................................................ 12 第二章 项目概况....................................................................................................................14 2.1 S 移动公司基本情况 ..................................................................................................... 14 2.2 行业竞争状况分析........................................................................................................ 14 2.2.1 竞争对手的蚕食..................................................................................................... 14 2.2.2 行业发展趋势......................................................................................................... 15 2.2.3 H 校区建设 WLAN 无线网络的影响因素 ............................................................ 16 2.3 总体方案........................................................................................................................ 17 2.3.1 工程建设方案......................................................................................................... 17 2.3.2 商业运营方案......................................................................................................... 18 2.4 本章小结........................................................................................................................ 19 第三章 工程建设方案............................................................................................................20 3.1 项目时间表.................................................................................................................... 20 3.2 施工单位考核办法........................................................................................................ 21 3.3 本章小结........................................................................................................................ 21 第四章 商业运营方案............................................................................................................22 4.1 项目目标的确定............................................................................................................ 22 4.2 用户分析........................................................................................................................ 22V 4.3 项目的营销组合策略.................................................................................................... 22 4.3.1 产品策略................................................................................................................. 23 4.3.2 价格策略................................................................................................................. 23 4.3.3 渠道策略................................................................................................................. 24 4.3.4 促销策略................................................................................................................. 25 4.4 本章小结........................................................................................................................ 26 第五章 财务分析....................................................................................................................27 5.1 项目的投资计划............................................................................................................ 27 5.1.1 投资估算................................................................................................................. 27 5.1.2 资金来源与筹措..................................................................................................... 27 5.2 项目的收益分析............................................................................................................ 27 5.2.1 销售收入................................................................................................................. 27 5.2.2 盈亏平衡点分析..................................................................................................... 28 5.3 本章小结........................................................................................................................ 28 第六章 风险分析与控制........................................................................................................29 6.1 项目风险分析................................................................................................................ 29 6.1.1 政治（政策）风险................................................................................................. 29 6.1.2 环境风险................................................................................................................. 29 6.1.3 技术风险................................................................................................................. 29 6.1.4 市场风险................................................................................................................. 29 6.1.5 校内市场环境变化影响......................................................................................... 30 6.2 项目风险控制................................................................................................................ 30 6.2.1 政治（政策）风险对策......................................................................................... 30 6.2.2 环境风险对策......................................................................................................... 30 6.2.3 技术风险对策......................................................................................................... 31 6.2.4 市场风险对策......................................................................................................... 31 6.2.5 校内市场运营风险对策......................................................................................... 31 6.3 本章小结........................................................................................................................ 31 结 论........................................................................................................................................32