随着中国不锈钢产业的不断发展，镍资源开发利用的重要性日益突出。由于受国际 投机资金的炒作，镍的价格从 2005 年起一直大起大落，价格变动极不合理，影响了企 业的生产和盈利水平，给我国的不锈钢产业带来了巨大影响。为了摆脱这样一种被动的 局面，消除镍价的不合理变化给企业带来的影响，增强企业的核心竞争力，完善公司的 不锈钢产业链布局，M 公司计划在阳江高新技术产业开发区投资建设年产 5 万吨镍合金 产业链及配套项目。本文为该投资项目的研究策划书。 本研究首先运用战略管理理论对项目的内部和外部环境进行研究分析，在得出该投 资项目潜在巨大市场商机这一结论的基础上，制定了项目运营和营销方案；接着运用市 场营销理论进行市场分析，从而确立了具体的营销策略组合。文章其后对项目的可行性 进行了详细的财务分析，对项目的财务决策指标进行了评价；最后运用风险管理的相关 理论对本项目的风险进行了评估，同时提出了应对的策略。 本项目总投资 16.55 亿元，建成达产年平均营业收入 63.46 亿元，年净利润 12.55 亿元，投资回收期 3 年(含 15 个月建设期)，财务净现值为 71.42 亿元，项目的经济效果 显著。同时，项目的风险在可控范围内，并且通过有效的管理途径可以规避。整体分析 结果表明，本项目可行性强，并且具有较好的发展前景。 关键词，镍合金；财务分析；风险分析；商业计划书II ABSTRACT With development of economic social and increase of stainless steel consumption products, the exploitation of nickel resource becomes more and more important. And, because of the international investment fund hype, from 2005 year to now, the price of nickel up and down, which causes a great effect on the production and profit about the enterprise. It also causes a huge influence on the stainless steel industry. To get rid of the passive situation and remove the influence of unreasonable nickel price and strengthen the core competitiveness of enterprises, the company of M is planning to invest in constructing a nickel alloy project, which every year produces 50,000 tons nickel metal. This article is the proposal of the investment project. Firstly, this business proposal applies the theory of strategic management to analysis internal and external environment of the project, then to find out huge potential market opportunities; secondly, after the project strategy enacted, using the theory of marketing to analyze the market, and finally develop a marketing plan; thirdly, using the theory of financial management to analyze the financial index; finally, using the theory of risk management to analyze the project, and give some advances to solute these questions. The total investment of the project is 16.55 billion, when the project finished, the average income will reach 63.46 billion, net profit 12.55 billion one year, and investment recovery period is 3 years, financial net present value 71.42 billion. The result shows that: the project is feasible and has a good prospect. Key words: nickel alloy; financial analysis; risk analysis; business proposalIII 目 录 摘要...........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表清单..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 背景和意义...................................................................................................................... 1 1.2 文献综述.......................................................................................................................... 2 1.2.1 相关理论基础........................................................................................................... 2 1.2.2 镍合金行业相关理论............................................................................................... 6 1.3 研究内容与方法 .............................................................................................................. 9 第二章 项目与公司概况........................................................................................................10 2.1 项目概况........................................................................................................................ 10 2.1.1 产品方案................................................................................................................. 10 2.1.2 项目规模和投资..................................................................................................... 10 2.2 公司概况........................................................................................................................ 11 2.2.1 公司选址................................................................................................................. 11 2.2.2 拟吸收股东介绍..................................................................................................... 11 2.2.3 公司组织架构......................................................................................................... 12 2.3 本章小结........................................................................................................................ 13 第三章 项目环境分析............................................................................................................14 3.1 宏观环境分析................................................................................................................ 14 3.1.1 政策环境................................................................................................................. 14 3.1.2 经济环境................................................................................................................. 15 3.1.3 社会环境................................................................................................................. 16 3.1.4 技术环境................................................................................................................. 17 3.2 行业与市场环境分析.................................................................................................... 17 3.2.1 镍需求现状分析与预测......................................................................................... 17 3.2.2 镍资源分析............................................................................................................. 18 3.2.3 镍及镍合金生产分析.............................................................................................. 21IV 3.2.4 镍消费分析............................................................................................................. 23 3.3 项目 SWOT 分析 .......................................................................................................... 24 3.3.1 优势（strength） .................................................................................................... 25 3.3.2 劣势（weakness）.................................................................................................. 26 3.3.3 机会（opportunity） .............................................................................................. 27 3.3.4 威胁（threat）........................................................................................................ 27 3.3.5 经营战略................................................................................................................. 28 3.4 本章小结........................................................................................................................ 29 第四章 项目运营与营销方案................................................................................................30 4.1 生产方法与工艺流程选择............................................................................................ 30 4.1.1 生产方法选择......................................................................................................... 30 4.1.2 RKEF 工艺流程....................................................................................................... 30 4.2 原材料及设备................................................................................................................ 32 4.3 人力资源规划................................................................................................................ 33 4.3.1 人员配置安排......................................................................................................... 33 4.3.2 人员薪酬福利及激励............................................................................................. 33 4.3.3 人员培训机制......................................................................................................... 34 4.4 项目保障性措施............................................................................................................ 34 4.4.1 供水供电................................................................................................................. 34 4.4.2 自控......................................................................................................................... 35 4.4.3 通信......................................................................................................................... 36 4.4.4 土建......................................................................................................................... 36 4.4.5 机修......................................................................................................................... 36 4.4.6 通风......................................................................................................................... 36 4.5 项目节能减排与安全环保措施.................................................................................... 36 4.5.1 节能减排................................................................................................................. 36 4.5.2 环保......................................................................................................................... 38 4.5.3 安全、消防............................................................................................................. 38 4.6 营销策略........................................................................................................................ 39 4.6.1 产品策略................................................................................................................. 39V 4.6.2 价格策略................................................................................................................. 39 4.6.3 渠道策略................................................................................................................. 40 4.6.4 促销活动策略......................................................................................................... 40 4.7 本章小结........................................................................................................................ 41 第五章 项目财务分析............................................................................................................42 5.1 投资预算与资金筹措.................................................................................................... 42 5.2 生产成本与费用估算.................................................................................................... 42 5.3 项目收益分析................................................................................................................ 44 5.4 不确定性分析................................................................................................................ 46 5.4.1 盈亏平衡分析......................................................................................................... 46 5.4.2 敏感性分析............................................................................................................. 46 5.5 本章小结........................................................................................................................ 47 第六章 风险评估与对策........................................................................................................48 6.1 技术分析........................................................................................................................ 48 6.2 原材料价格变动风险.................................................................................................... 48 6.3 市场竞争........................................................................................................................ 48 6.4 汇率变动风险................................................................................................................ 49 6.5 政策与环保风险............................................................................................................ 49 6.6 本章小结........................................................................................................................ 49 结 论........................................................................................................................................50