随着社会经济的发展，人民的生活水平和健康水平不断提高，人们的健康意识和自 我保健意识逐步增强，医疗需求也增加了。并且在国家医药“十二五”规划以及云南桥 头堡战略的前提下，可以说云南省医药产业面对着非常好的发展机会，云南省也早就把 医药产业作为云南又一新的支柱产业来发展。 本文首先从项目背景、项目选址、项目构成、项目建设计划、项目发展规划以及项 目产品的盈利模式几个方面对项目进行介绍。接着，运用 PEST 模型和波特五力模型进 行宏观环境分析以及行业竞争环境分析，并运用 SWOT 分析法对本项目的优劣势以及 机会与威胁进行分析，由此可知，Y 公司内部优势远远大于内部劣势，外部机会大于外 部威胁。然后，在市场细分、目标市场选择、市场定位的基础上，分别从产品、价格、 渠道、促销四个方面进行营销组合策略分析。最后，运用净现值、内部收益率和投资回 收期等指标评价项目的财务可行性。 通过以上分析可知，该项目总投资 5 亿，其中自有资金 3 亿元，1 亿元来自银行贷 款，还有 1 亿元来自外部股权投资者。项目资本成本为 11.3%，全部投资现金流量表中 项目的净现值是 37602 万元，内部收益率为 26%，静态投资回收期为 6.23 年（含建设 期），动态投资回收期为 7.38 年（含建设期），投资利润率 33.20%；自有资金现金流量 表中项目的净现值为 41865 万元，内部收益率是 30%，静态投资回收期为 5.95 年（含 建设期），动态投资回收期为 6.80 年（含建设期），投资利润率 55.33%。由此可见，项 目具有较高的投资价值，经济效益很好。而且在对项目风险进行分析后可以发现该项目 风险较小，采取相应的防范措施可使项目风险控制在很低的水平。 关键词，医药行业；商业计划书；项目财务分析II Abstract As our economy and living standard are improving, people are more aware of health. The medical needs is increasing. Along with the 12th five-year plan of pharmaceutical industry and Yunnan bridgehead strategy, the medicine industry in Yunnan province is facing great opportunities. Yunnan provincial government has taken the medical industry as another pillar industry after tobacco industry. First, the text introduces project background, project site, project construction plan, project progress plan and so on. Then, we use PEST model and Michael Porter’s Five Force Model to analyze macro-environment and the competitive environment of the industry. In addition ,we analyze the internal strengths, internal weaknesses, external opportunities and external threats through the SWOT model. From the above analysis, we find that Y company’s internal strengths exceed internal weaknesses, and external opportunities are more than external threats. After that , based on market segmentation, choosing target market and market orientation, we analyze marketing strategy from product, price, place, promotion. Finally, we use NPV, IRR and Investment Payoff Period to evaluate financial viability. Through the above analysis, we know that this project’s total investment is 500 million, of which 300 million is own capital and 200 million has to borrow from bank and external investor. The Cost of Capitals of the project is 11.3%. According to the Total Investment Cash Flow Statement, the NPV is 376.02 million, the IRR is 26%, the Static Investment Payback Period is 6.23 years(including construction), the Dynamic Investment Payback Period is 7.38 years(including construction), and the ROI is 33.20%. Also, in the Capital Cash Flow Statement, the NPV is 418.65 million, the IRR is 30%, the Static Investment Payback Period is 5.95 years(including construction), the Dynamic Investment Payback Period is 6.80 years(including construction), and the ROI is 55.33%. Therefore, we can see that the project has high investment value, and the economic benefit is quite well. What is more, the risk analysis shows that the risk of the project is low. We can take appropriate precautions to control the risk of the project to a very low level. Key Words: Pharmaceutical Industry; Business Proposal; Financial Analysis of ProjectIII 目 录 摘要.........................................................................................................................................I Abstract ..................................................................................................................................... II 图表清单..................................................................................................................................VI 第一章 绪论............................................................................................................................1 1.1 研究的背景和意义...................................................................................................... 1 1.2 文献综述....................................................................................................................... 1 1.2.1 商业计划书编制方面......................................................................................... 2 1.2.2 战略管理方面.................................................................................................... 2 1.2.3 营销管理方面.................................................................................................... 3 1.2.4 财务管理方面.................................................................................................... 4 1.3 研究内容与方法.......................................................................................................... 6 第二章 项目概况....................................................................................................................8 2.1 项目背景...................................................................................................................... 8 2.2 项目选址...................................................................................................................... 8 2.3 项目构成...................................................................................................................... 9 2.4 项目建设计划............................................................................................................ 10 2.5 项目发展规划............................................................................................................ 10 2.6 项目产品盈利模式.................................................................................................... 10 2.7 本章小结.................................................................................................................... 11 第三章 内外部环境分析........................................................................................................13 3.1 外部环境分析............................................................................................................ 13 3.1.1 PEST 分析......................................................................................................... 13 3.1.2 行业竞争五力模型分析.................................................................................. 16 3.1.3 医药行业市场分析.......................................................................................... 18 3.2 内部环境分析............................................................................................................ 19 3.2.1 项目选址合理.................................................................................................. 19 3.2.2 药材资源丰富.................................................................................................. 20 3.2.3 发展规划合理.................................................................................................. 20IV 3.2.4 设备先进，专利众多...................................................................................... 20 3.2.5 营销能力强...................................................................................................... 21 3.2.6 与政府关系融洽.............................................................................................. 21 3.2.7 制药经验不足，药品结构有待改善.............................................................. 21 3.3 SWOT 分析................................................................................................................. 21 3.4 本章小结...............................................................................