T 公司为了抓住市场机遇，根据自身的资源优势，顺应市场，推出养老陪护的智能 机器人项目，拟将通过服务于养老的陪护机器人项目作为切入点，进军养老产业，为养 老服务市场提供养老呵护陪伴产品。但由于缺少一个清晰的商业计划书，T 公司的智能 机器人项目在获取资金的过程中遇到了很多挫折。因此，通过本商业计划书的深入剖析， 分析出项目的经济效益和可行性，这不仅有利于项目的融资，还为该项目指明发展方向。 同时，也可以给其他类似的项目带去一定的指导意义。 本文以商业计划书的形式，对该项目的市场、行业竞争，营销，投资预算与效益， 财务与风险进行分析。首先运用PEST工具模型对养老服务行业的外部宏观环境进行分析， 然后用波特的五力模型分析出养老产业行业内部情况，理清现在养老服务行业整体环境 态势，并通过SWOT方法进行分析项目的优劣势，找到突破口，建立发展战略。在营销方 面，使用STP工具模型，制定出独特的产品和产品线，以及产品价格和营销策略，将智 能陪护机器人推向市场。最后对整体项目的财务和风险进行预评估，评估出项目的盈利 能力，回收期等财务指标，并提出可能存在的风险和预防措施。 通过以上的论述和分析，我们得出该项目是可行的，具有很大的投资价值。同时， 项目也会存在一定的风险，但如果能够有效控制的话，这些风险就不会影响整体项目。 关键词， 养老服务；养老产品；智能机器人II Abstract T company in order to seize the market opportunities, according to their own resources, adapt to the market, launched the project of intelligent robot pension accompany the proposed project escort robot by serving pension as a starting point, to enter the pension industry, to provide old-age care with products for pension services market. But because of the lack of a clear business plan, T's intelligent robot project has encountered a lot of setbacks in the process of obtaining funds. Therefore, through the in-depth analysis of the business plan, we can analyze the economic benefits and feasibility of the project, which is not only conducive to the financing of the project, but also indicates the development direction for the project. At the same time, it can also give some guidance to other similar projects. In the form of business plan, this paper analyzes the market, industry competition, marketing, investment budget and benefit, financial and risk of the project. First carries on the analysis using the external PEST tool model of the pension services industry macro environment, and then use Potter's five forces model analysis of the internal situation of the pension industry, sort out the current pension services industry overall situation, and through the SWOT method to analyze the advantages and disadvantages of the project, to find a breakthrough, development strategy. In marketing, we use the STP tool model to formulate the unique product and product line, as well as product price and marketing strategy, to bring the intelligent escort robot to the market. Finally, we estimate the financial and risk of the whole project, evaluate the profitability of the project, payback period and other financial indicators, and propose possible risks and preventive measures. Through the above discussion and analysis, we have concluded that the project is feasible and has a great investment value. At the same time, the project also has a certain risk, but if it can be effectively controlled, these risks will not affect the overall project. Key words: old-age service; old-age product; intelligent robotIII 目录 摘要...........................................................................................................................................I Abstract....................................................................................................................................II 第一章 绪论..............................................................................................................................1 1.1 研究的背景与意义.....................................................................................................1 1.2 文献综述.....................................................................................................................2 1.3 究目标、研究内容及拟解决的关键问题.................................................................4 1.3.1 研究目标..........................................................................................................4 1.3.2 研究内容..........................................................................................................4 1.3.3 拟采取的研究方法及技术路线.......................................................................5 1.4 本章小结.....................................................................................................................6 第二章 项目介绍......................................................................................................................7 2.1 T 公司概况...................................................................................................................7 2.2 智能陪护机器人项目概况.........................................................................................7 2.2.1 智能陪护机器人项目开展背景......................................................................7 2.2.2 智能陪护机器人项目概况..............................................................................8 2.2.3 智能陪护机器人项目特色..............................................................................9 2.3 智能陪护机器人项目团队介绍.................................................................................9 2.4 本章小结.....................................................................................................................9 第三章 市场与行业分析...................................................................................................... 11 3.1 中国养老市场宏观环境分析...................................................................................11 3.1.1 政治因素........................................................................................................11IV 3.1.2 人口因素........................................................................................................12 3.1.3 社会因素........................................................................................................13 3.1.4 经济因素........................................................................................................14 3.1.5 技术因素........................................................................................................15 3.2 微观环境分析...........................................................................................................15 3.3.1 供应商的讨价还价能力................................................................................16 3.3.2 购买者的讨价还价能力................................................................................16 3.3.3 新进入者的威胁............................................................................................17 3.3.4 替代品的威胁................................................................................................17 3.3.5 同业竞争者的竞争能力................................................................................17 3.4 本章小结...................................................................................................................18 第四章 消费者分析................................................................................................................20 4.1 项目客户以及市场调查问卷...................................................................................20 4.2 客户需求分析...........................................................................................................23 4.2.1 整体分析........................................................................................................23 4.2.2 客户需求分析................................................................................................24 4.2.3 产品功能点分析............................................................................................25 4.2.4 产品价格分析..................................................................................