近年来随着经济的高速发展，产品极大的丰富，人们在追求物质需要的同 时也越来越多的关注外观包装，因此各种包装材料不断的被应用到产品包装中 来。其中塑料包装材料占有相当大的比重，而这些包装往往仅为美化或防护产 品的短期作用，一旦产品被消费者使用，包装将失去其作用被丢弃，成为人们 眼中的“白色垃圾”。几十年来世界各国为了减少“白色垃圾”，一方面颁布了 限塑政策，尽量减少塑料的使用量。另一方面在不断的对材料进行深入研究， 以开发相应的替代产品。 基于以上研究背景，本文在对相关理论进行梳理的基础上，首行，了解到 塑料行业经过不断的探索之后，目前已经形成了技术较为成熟的五大主流全生 物降解材料。在这些降解材料中，聚乳酸（PLA）的性价比最具有优势。上海 瑶轩实业有限公司正是看中了这一发展机遇，计划生产聚乳酸全生物降解包装 袋。其次，本文结合瑶轩公司的实际情况以及产品加工的工艺过程，针对该项 目编写了商业计划书。项目设计中充分考虑了瑶轩公司在行业中有着生产经营 的经验，同时有着与安徽聚美生物科技有限公司合作聚乳酸材料推广的优势。 再次，本文以项目分析、市场和竞争分析、营销策略、组织与管理、财务分析、 风险与对策、实施要求与进度为主线，综合运用了 PEST 理论、五力模型、STP 理论、SWOT 分析、战略管理理论、营销管理理论、人力资源管理理论、成本 管理理论、会计理论、风险管理等理论对瑶轩公司实施全生物降解包装材料生 产项目的市场和客户、生产工艺、营销策略、人力资源、组织架构以及对基础 设施和供给的需求、融资需求等进行全面的计划和评价。最后，结合公司内部 的实际情况，给出了实施本项目需要注意的问题和建议。 本文采用理论和实践相结合的方法，对该项目进行了全面的分析，得出了 聚乳酸降解包装袋产品竞争优势及发展战略，制定了筹资计划及资金使用方案， 并通过财务分析预测出企业未来几年的盈利能力，坚定了经营者信心，同时也 为企业员工指明了方向，进而能更多的吸引投资者投资本项目。 关键词：商业计划书；降解；包装材料；营销策略；风险MBA 学位报告 作者：王立飞 上海瑶轩公司聚乳酸降解薄膜材料项目商业计划书 II Abstract In recent years，with the development of economy，all kinds of products are very abundant. People not only pay attention to the product itself，but also pay more and more attention to the packing of the product.So all kinds of packaging materials continuously applied to product packaging. Which occupied large proportion of plastic packaging materials,and this kind of packing is often only short-term assignments to beautify or protection product,once the products used by consumers, the packaging will be discarded and loses its function, Will be called the “white trash” in the eyes of people.In recent decades, countries all over the world in order to reduce the white trash do a lot of work.On the one hand, introduced the plastic limit policy, to reduce the use amount of plastic as much as possible. On the other hand also in the study of relevant alternatives. Based on the above research background, this thesis is basis of carding the related theory, firstly, after continuous exploration, now plastic industry finally formed a relatively mature technology of five mainstream completely biodegradable materials. In these materials polylactic acid (PLA) is the most advantages about its performance and price.Shanghai Yaoxuan Co. Ltd. found this opportunity to plan production completely biodegradable poly (lactic acid) (PLA) packing bags.Secondly,this thesis is based on Yaoxuan Co. Ltd.’s current situation and product processing process, and design the business plan for the completely biodegradable Packaging Materials Project.This thesis is based on Yaoxuan Co. Ltd.’s experience in plastic packaging industry. at the same time,it have the advantage of cooperation with Anhui Jumei Biotechnology co., LTD about of poly (PLA). Thirdly, the structure of this thesis is project analysis，market and competitive analysis, marketing strategy, organization and management, financial analysis, risk and countermeasures, requirements and schedule. The author designs and evaluates completely biodegradable Packaging Materials production projects markets and customers,production processes, marketing strategies, human resources, organizational structure, as well as infrastructure and supply needs, financing requirements by using PEST theory, Porter's Five Forces Model ,STP theory, Strengths Weakness Opportunity Threats , strategic management theory, the theory of marketing management, the theory of human resocuces management,the theory of cost management, accounting theory, risk management theory. Finally, according to the plastic industry development status and Yaoxuan Co. Ltd.’s actual situation, the author gives the recommendations of implementation which should be aware in this project.MBA 学位报告 作者：王立飞 上海瑶轩公司聚乳酸降解薄膜材料项目商业计划书 III The author comprehensively analyzed the project by The method of combining the theory and practice. It is concluded that the competitive advantage and development strategy about of poly (PLA) packaging product.Make plan about financing and capital use. predict the future profitability Through financial analysis.It enhanced the confidence of the manager. Also pointed out the direction for staff and attract more investors to invest in this project. Key words: business plan；degradation；packaging materials；marketing strategy；riskMBA 学位报告 作者：王立飞 上海瑶轩公司聚乳酸降解薄膜材料项目商业计划书 IV 目 录 一、前言.....................................................................................................1 （一）研究背景及意义..........................................................................................1 （二）研究内容与思路..........................................................................................3 二、项目介绍.............................................................................................5 （一）公司概况......................................................................................................5 （二）产品介绍......................................................................................................5 （三）生产方案......................................................................................................8 三、项目实施环境分析 ..........................................................................16 （一）市场历史及现状........................................................................................16 （二）宏观环境因素分析....................................................................................20 （三）行业竞争分析............................................................................................23 （四）项目 SWOT 分析......................................................................................28 四、市场分析及营销策略 ......................................................................32 （一）市场定位分析............................................................................................32 （二）市场需求分析............................................................................................34 （三）主要竞争对手分析....................................................................................38 （四）市场营销策略............................................................................................40 五、组织架构与运营管理 ......................................................................44 （一）组织架构....................................................................................................44 （二）人力资源....................................................................................................45 （三）人员招聘....................................................................................................45 （四）运营管理....................................................................................................46 六、资金需求与财务分析 ......................................................................51 （一）项目资金需求及使用规划........................................................................51 （二）预计产量及销售额....................................................................................51MBA 学位报告 作者：王立飞 上海瑶轩公司聚乳酸降解薄膜材料项目商业