随着经济的不断发展城市化程度的不断加深，城市生活环境的不断变化，环境污染 特别是水污染日益加剧已经成为不可否认的客观事实，通过对我国城市自来水质现状以 及对水质污染解决途径的分析，可以预见，家用净水器作为解决水质污染问题的有效途 径，在我国有着巨大的潜在市场。 在水质变差和人们对水健康越来越重视的大背景下，净水设备被一致认为是家电行 业的下一个金矿。净水设备的市场需求逐步增加，具备一定的市场发展优势。家用净水 设备是关系到人们生命健康的环保产品，随着我国经济的腾飞，人们生活水平和健康意 识的提高，家用净水设备正在以每年 20%-50%的惊人速度成为快速增长的新兴行业，预 计未来的市场总容量将超过 2500 亿元。 在众多的厂商涌入这个行业的同时，也给这个市场带来的混乱的销售。在众多的品 牌中，XYZ 公司以其起步早，老品牌的优势在整个净水设备市场占得先机。与大城市 净水设备市场不同的是，二三线城市市场很多大品牌还未涉足。售后服务 本商业计划书是在科学、客观的基础上，按照商业计划书的编写要求，对于代理 XYZ 公司的净水设备黄冈地区项目进行全面、有效的探讨。通过对净水设备代理的行 业进行了详细的分析。借助波特五力竞争模型分析净水设备行业的现状。通过对优势和 劣势、机会与威胁的综合对比，研究了 XYZ 公司净水设备黄冈代理的内外部经营环境， 得出了该公司的市场生存空间、发展机会和前景以及如何发挥自身优势，规避劣势，确 立了代理项目的经营模式与融资方案。 关键字，净水设备；商业计划；可行性分析；盈利模式II Abstract With the changing of urban living environment， the urbanization degree deepening， the quality of the people's life water requirement also gradually improve， not only requires reference clear water clean， also requires will exert positive effects on health. Although the continuous increase of the speed of economic growth， but the natural environment is under threat of people's life， water quality is highly reduced. So， water purification equipment market demand gradually increase ， have a certain market development advantage. Household water purification equipment is related to people's life and health and environmental protection product， along with the rapid development of economy， the improvement of people's life level and health consciousness， household water purification equipment is the incredible speed at which the 20% to 50% a year to become the rapid growth of emerging industries， future market capacity is expected to exceed 250 billion yuan. This business plan is based on the scientific， objective， in accordance with the requirements for the writing of the business plan， the agent net technology co.， LTD. Is a comprehensive and effective. Water purification equipment agent industry by PEST analysis， the judgment of the current domestic water purification equipment industry environment is good. With the analysis of porter five competitive model that overall demand situation of the domestic market potential is large， the industry is relatively competitive， opportunities and challenges.Through the comprehensive comparison of advantages and disadvantages ， opportunities and threats， to study the water purification equipment agents in Huang gang XYZ company internal and external management environment，it is concluded that the living space， the company's market development opportunities and prospects and how to exert their own advantages， avoid disadvantages， established the agency project management mode and financing options. Key word: Purifier ; business plan ; profit modelIII 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 1.2 文献综述.......................................................................................................................... 3 1.2.1 国内外研究现状....................................................................................................... 3 1.2.2 战略综述................................................................................................................... 5 1.2.3 市场营销综述........................................................................................................... 6 1.2.4 运营管理综述........................................................................................................... 8 1.2.5 创业综述................................................................................................................... 8 1.3 报告研究的内容和方法.................................................................................................. 9 1.3.1 报告研究的内容....................................................................................................... 9 1.3.2 报告研究的方法..................................................................................................... 10 第二章 项目背景.................................................................................................................... 11 2.1 XYZ 公司情况及产品 ................................................................................................... 11 2.1.1 公司发展历史......................................................................................................... 11 2.1.2 公司产品及类别..................................................................................................... 13 2.2 代理权获得与代理经营范围........................................................................................ 17 2.2.1 区域代理权获得..................................................................................................... 17 2.2.2 代理项目的经营范围.............................................................................................. 20 第三章 代理区域市场分析....................................................................................................22 3.1 我国净水机行业的的现状............................................................................................ 22 3.1.1 技术升级................................................................................................................. 25 3.1.2 行业进入障碍......................................................................................................... 27 3.1.3 替代品威胁............................................................................................................. 27 3.1.4 主要竞争对手......................................................................................................... 28 3.2 区域市场状况分析........................................................................................................ 32IV 3.2.1 地理特征................................................................................................................. 32 3.2.2 需求特征................................................................................................................. 35 3.2.3 销售渠道................................................................................................................. 38 3.2.4 竞争状况................................................................................................................. 39 3.3 本章小结........................................................................................................................ 40 第四章 项目规划....................................................................................................................42 4.1 经营战略与发展规划.................................................................................................... 42 4.2 创业团队与公司结构.................................................................................................... 43 4.2.1 创业团队................................................................................................................. 43 4.2.2 公司结构................................................................................................................. 44 4.2.3 人力资源管理......................................................................................................... 45 4.3 营销组合策略................................................................................................................ 48 4.3.1 产品策略................................................................................................................. 48 4.3.2 促销策略分析......................................................................................................... 48 4.3.3 产品渠道建立思路................................................................................................. 51 4.3.4 定价策略................................................................................................................. 52 4.4 本章小结........................................................................................................................ 52 第五章 财务预测与风险防范................................................................................................54 5.1 经营费用预测................................................................................................................ 54 5.1.1 公司创办资金投入及融资方案............................................................................. 54 5.1.2 经营费用................................................................................................................. 56 5.2 收入预测........................................................................................................................ 58 5.3 投资效益评价................................................................................................................ 59 5.3.1 净现值..................................................................................................................... 59 5.3.2 内部收益率............................................................................................................. 59 5.3.3 投资回收期............................................................................................................. 60 5.4 敏感性分析.................................................................................................................... 60 5.5 风险防范及对策............................................................................................................ 61 5.5.1 国家政策的风险..................................................................................................... 61 5.5.2 市场风险及对策..................................................................................................... 61V 5.5.3 管理风险及对策..................................................................................................... 61 5.6 本章小结........................................................................................................................ 62 结 论........................................................................................................................................63