近些年来我国的交通基础设施建设总量持续快速增长，从而带动了道路桥梁建设 规模的迅速扩大。钢结构桥梁作为一种新型的桥梁结构形式，与传统材质的桥梁相比 具有绿色环保、安装高效、抗震性好等明显的优势。受益于此，在当前中国钢结构产 业中，桥梁钢结构行业已经成为一个发展较快、市场规模巨大的产业细分领域。然而 我国的桥梁钢结构行业起步较晚，目前整个行业表现出企业数量较少、市场集中度较 低，市场潜力巨大的特点。因此，我国的桥梁钢结构企业正面临难得的历史发展机遇。 本文以商业计划书为基本写作体例，主题是研究北京城建重工桥梁钢结构项目的 可行性。本文在综合研究国家宏观政策、产业政策、行业现状及未来发展趋势等文献 数据资料的基础上，介绍和说明了项目背景、项目企业、业务和技术、生产经营模式、 建设方案和组织结构等项目基本内容。然后充分运用MBA课程所学的相关理论知识， 并结合行业和项目企业的实践，对项目的市场需求、营销策略、行业竞争、财务估算 和风险控制等各环节进行深入的资料分析和数据计算，分析论证了项目的商业机会、 竞争优势、发展前景和投资价值。 本文为项目的立项和对外融资提供了一份详尽的商业计划，项目企业可以使用本 文作为桥梁钢结构项目实施阶段的指导性文件，各投资主体可以使用本文研究桥梁钢 结构行业和项目企业，以作为其投资决策的参考。 关键词：钢结构 桥梁 商业计划2 Abstract In recent years, China's transportation infrastructure construction aggregate sustained and rapid growth, which led to the rapid expansion of the scale of road and bridge construction. Steel structure bridge is a new bridge structure form, compared with the traditional bridge material has many advantages, such as environmental protection, installation of high efficiency, good shock resistance and other advantages. Benefit from this, bridge steel structure industry, in the current China steel structure industry, has become a developing industry segments rapidly, market size, although the industry bridge steel structure in China started late, at present the whole industry showed a small number of enterprises, market concentration is low, market potential, but it is not difficult to find, the enterprise bridge steel structure in China is facing a rare historical opportunity for development. In this paper, the business plan as the basic writing style, the theme is feasibility study of BUCHI bridge steel structure project. Based on a comprehensive study of national macro policy, industrial policy, industry and future development trends of literature data, this paper describes and illustrates the basic content of the project background, project enterprise, business and technology, the production mode of operation, the construction scheme and the organizational structure of project, related theoretical knowledge and make full use of the MBA courses are taught at the same time, combined with the practice of industry and enterprise, each link of the project market demand, marketing strategy, competition, financial evaluation and risk control, data analysis and data intensive computing, analysis of project business opportunities, competitive advantage, development prospects and investment value. This paper provides a detailed business plan for the project and foreign financing, enterprise project can serve as the bridge steel structure project implementation guidance document stage using this plan, investors can use this paper to understand and study the bridge steel structure industry and enterprise project, this paper can be used as an important reference for investment decision. Keyword Steel Structure Bridges Business Plan1 目 录 引言 ..................................................................................................................................................1 1 企业及项目概况 ........................................................................................................................1 1.1 企业概况 .............................................................................................................................1 1.1.1 企业基本情况 ..............................................................................................................1 1.1.2 法人治理结构 ..............................................................................................................2 1.1.3 人员结构 ......................................................................................................................2 1.1.4 主营业务状况 ..............................................................................................................3 1.2 项目概况 .............................................................................................................................4 1.2.1 项目建设的背景 ..........................................................................................................4 1.2.2 项目实施的意义 ..........................................................................................................4 1.2.3 项目建设概况 ..............................................................................................................4 2 业务和技术 ................................................................................................................................6 2.1 项目业务介绍 .....................................................................................................................6 2.1.1 主营业务 ......................................................................................................................6 2.1.2 业务经营模式 ..............................................................................................................7 2.2 技术研发和技术工艺 .........................................................................................................9 2.2.1 技术研发 ......................................................................................................................9 2.2.2 技术工艺 ......................................................................................................................9 3 建设方案 ..................................................................................................................................13 3.1 项目选址 ...........................................................................................................................13 3.1.1 厂址选定 ....................................................................................................................13 3.1.2 选址的合理性分析 ....................................................................................................13 3.2 土建工程方案 ...................................................................................................................13 3.2.1 建筑布局 ....................................................................................................................14 3.2.2 建筑结构形式 ............................................................................................................14 3.3 设备采购 ...........................................................................................................................14 3.3.1 项目生产线设计方案 ................................................................................................14 3.3.2 设备采购方案 ............................................................................................................15 3.4 原材料供应 .......................................................................................................................16 3.5 项目方案的建设进度 .......................................................................................................16 4 市场分析与营销 ......................................................................................................................18 4.1 市场分析 ...........................................................................................................................18 4.1.1 我国桥梁钢结构行业现状 ........................................................................................18 4.1.2 我国桥梁钢结构行业发展前景 ................................................................................21 4.2 市场营销 ...........................................................................................................................22 4.2.1 市场定位 ....................................................................................................................22 4.2.2 市场营销策略 ............................................................................................................23 4.2.3 市场开发计划 ............................................................................................................25 5 行业分析与竞争策略 ..............................................................................................................27 5.1 行业分析 ...........................................................................................................................27 5.1.1 桥梁钢结构业务的行业属性 ....................................................................................27 2 5.1.2 桥梁钢结构行业在产业链中的位置 ........................................................................27 5.1.3 行业主要企业分析 ....................................................................................................28 5.2 竞争策略 ...........................................................................................................................29 5.2.1 桥梁钢结构行业五力模型分析 ................................................................................29 5.2.2 项目 SWOT 分析及策略 ............................................................................................32 6 组织管理 ..................................................................................................................................35 6.1 组织结构及部门职责划分 ...............................................................................................35 6.1.1 组织结构 ....................................................................................................................35 6.1.2 部门职责划分 ............................................................................................................35 6.2 人力资源配置和保障 .......................................................................................................36 6.2.1 人力资源配置 ............................................................................................................36 6.2.2 人力资源保障 ............................................................................................................36 7 财务估算 ..................................................................................................................................38 7.1 投资估算及资金筹措 .......................................................................................................38 7.1.1 投资估算 ....................................................................................................................38 7.1.2 资金筹措 ....................................................................................................................39 7.2 预期经营成果及盈利能力 ...............................................................................................39 7.2.1 预期经营成果 ............................................................................................................39 7.2.2 预期盈利能力 ............................................................................................................41 7.3 预期财务状况及偿债能力 ...............................................................................................42 7.3.1 预期财务状况 ............................................................................................................42 7.3.2 预期偿债能力 ............................................................................................................42 7.4 预期投资回报 ...................................................................................................................43 7.4.1 投资收益率 ................................................................................................................43 7.4.2 投资回收期 ................................................................................................................43 7.4.3 净现值 ........................................................................................................................44 7.4.4 内含报酬率 ................................................................................................................44 7.4.5 现值指数 ....................................................................................................................45 7.5 敏感性分析 .......................................................................................................................45 8 风险控制 ..................................................................................................................................47 8.1 经营管理风险及控制 .......................................................................................................47 8.1.1 项目成本波动风险及控制 ........................................................................................47 8.1.2 工程安全风险及控制 ................................................................................................47 8.1.3 管理风险及控制 ........................................................................................................47 8.2 其他风险及控制 ...............................................................................................................48 8.2.1 政策风险及控制 ........................................................................................................48 8.2.2 竞争风险及控制 ........................................................................................................48 8.2.3 财务风险及控制 ........................................................................................................48 结 论 ..............................................................................................................................................49 后记 ................................................................................................................................................50