中国是能源消耗大国，能源无节制的利用，导致供需矛盾逐渐恶化，能源消耗所产 生的有害物质又使得中国的环境污染问题严重。对此，中国政府倡导大力提高可再生能 源尤其是太阳能在中国的使用。2003 年以来，中国相继出台了一系列政策和法规鼓励发 展可再生能源，中国的太阳能光热行业在消费市场的持续升温，为相关产品的发展带来 了巨大的商机，太阳能空调的出现给光热市场开辟出一条新出路，也对建筑耗能的用电 压力起到缓解作用。太阳能空调的季节适应性好，不会产生有害物质，对环境保护十分 有利。T 公司作为国内太阳能行业的领军企业，从产品研发到生产制造再到销售渠道方 面均有良好的整合能力，为开拓太阳能空调市场奠定了坚实的基础。 本文首先介绍了 T 公司太阳能空调项目的背景和意义，接着运用战略管理理论对项 目内外环境进行了分析，从中发现太阳能空调的潜在市场；运用 SWOT 分析法对项目 的优势劣势、外部机会与威胁进行了分析；并在以上分析基础上，对太阳能空调项目进 行了市场细分，目标市场及市场定位，通过 4P 模型分析并制定了该项目的营销组合策 略；之后，运用财务管理知识对该项目进行了投资估算与效益分析，最后运用风险管理 相关理论进行了项目风险分析与防范对策。 通过本文研究表明，T 公司太阳能空调项目静态投资回收期为 3.5 年，内部收益率 为 27%，项目市场前景广阔，体现出太阳能空调的诸多优势以及商业价值，由此得出本 项目是具有一定经济效益、社会效益、项目可实施性高、具有一定投资价值的结论。 关键词，太阳能空调；营销组合策略；商业计划II Abstract China is a big energy consuming country, the use of energy without control, leading to the gradual deterioration of supply and demand, the harmful substances produced by the energy consumption also make the environmental pollution in China is serious. In this regard, the Chinese government advocates vigorously promote the use of renewable energy, especially solar energy in China. Since 2003, China has promulgated a series of policies and regulations to encourage the development of renewable energy, solar thermal industry has brought the huge opportunity for the related products in the consumer market. The emergence of the solar energy air condition opens up a new way to solar thermal industry, also relief the pressure of the electricity to the building energy consumption. With the advantage of seasonal adaptability and no harmful gas, solar energy air condition is good for protecting the environment. Company T, as the leading enterprise in the domestic solar industry, has the ability of integration from product research and development to production and manufacturing to distribution channel, to make a solid foundation for the development of solar energy air condition. Firstly, this paper discusses the background and significance of the business plan; Secondly, apply the theory of strategic management to analysis internal and external environment of the project, from which was found potential market opportunities of solar energy air condition; Thirdly, apply the theory of SWOT to analysis the strengths, weaknesses, opportunities and threats of the project; Fourthly, making marketing segmentation, target market, market positioning, marketing mix tactic through 4P model analysis; Fifth, apply the theory of financial management to develop investment estimation and benefit analysis; Finally, using the theory of risk management to analysis risk analysis and prevention countermeasures of the project. The study shows that: the static payback period of solar energy air condition project of company T is only 3.5 years, the internal rate of return as high as 27%, the project has broad prospects, reflects the various advantages and commercial value of solar energy air condition, so, we have the conclusion that this project has the economic and social benefits, with a highly investment value that can be implemented. Key Words: Solar energy air condition; Marketing strategy; Business planIII 目 录 摘要...........................................................................................................................................I Abstract .................................................................................................................................... II 图标清单..................................................................................................................................VI 第一章 绪 论............................................................................................................................1 1.1 选题背景和研究意义 ..................................................................................................... 1 1.1.1 选题背景................................................................................................................... 1 1.1.2 研究意义................................................................................................................... 2 1.2 文献综述 ......................................................................................................................... 2 1.2.1 商业计划书的文献综述........................................................................................... 2 1.2.2 太阳能空调行业的文献综述.................................................................................... 3 1.3 研究内容与方法 ..................................................................................................... 5 1.3.1 研究的主要内容............................................................................................... 5 1.3.2 研究的主要方法....................................................................................................... 6 1.3.3 研究的工作基础....................................................................................................... 6 第二章 T 公司太阳能空调项目概况......................................................................................7 2.1 T 公司概况 ....................................................................................................................... 7 2.1.1 T 公司发展历程 ........................................................................................................ 7 2.1.2 T 公司组织架构 ........................................................................................................ 8 2.2 T 公司太阳能空调项目简介 ........................................................................................... 8 2.2.1 太阳能空调简介....................................................................................................... 8 2.2.2 项目简介................................................................................................................. 10 2.2.3 矩阵式项目组织架构............................................................................................. 10 2.3 支撑项目的资源条件 ................................................................................................... 11 2.3.1 人力资源................................................................................................................. 11 2.3.2 研发能力................................................................................................................. 12 2.3.3 生产能力................................................................................................................. 13 2.3.4 营销能力................................................................................................................. 13 2.4 本章小结........................................................................................................................ 13IV 第三章 项目实施营销环境....................................................................................................15 3.1 外部环境分析 ............................................................................................................... 15 3.1.1 政策环境分析......................................................................................................... 15 3.1.2 经济环境分析.......................................................................................................... 17 3.1.3 社会环境分析......................................................................................................... 17 3.1.4 技术环境分析......................................................................................................... 18 3.2 项目竞争对手分析 ....................................................................................................... 19 3.3 项目 SWOT 分析 .......................................................................................................... 20 3.4 本章小结 ....................................................................................................................... 21 第四章 目标市场营销战略与营销组合策略........................................................................22 4.1 市场细分 ....................................................................................................................... 22 4.1.1 按地理因素细分..................................................................................................... 22 4.1.2 按行为因素细分...................................................................................................... 23 4.2 目标市场 ....................................................................................................................... 24 4.3 项目定位 ....................................................................................................................... 25 4.4 营销策略 ....................................................................................................................... 26 4.4.1 产品策略................................................................................................................. 27 4.4.2 价格策略................................................................................................................. 28 4.4.3 分销策略.................................................................................................................. 29 4.4.4 促销策略................................................................................................................. 29 4.5 本章小结 ....................................................................................................................... 32 第五章 项目财务规划与效益分析........................................................................................33 5.1 相关假设说明 ............................................................................................................... 33 5.2 费用估算原则 ............................................................................................................... 33 5.2.1 成本与税金估算..................................................................................................... 34 5.2.2 相关的比率............................................................................................................. 34 5.3 投资概算 ....................................................................................................................... 35 5.3.1 投资计划................................................................................................................. 35 5.3.2 项目融资方式......................................................................................................... 35 5.4 项目经营预测 ............................................................................................................... 36V 5.4.1 项目收入预测......................................................................................................... 36 5.4.2 项目支出预测......................................................................................................... 37 5.4.3 资产负债表............................................................................................................. 39 5.4.4 利润表..................................................................................................................... 40 5.4.5 现金流表................................................................................................................. 40 5.5 项目财务指标分析 ....................................................................................................... 41 5.5.1 投资回收期............................................................................................................. 41 5.5.2 投资净现值............................................................................................................. 41 5.5.3 内部报酬率............................................................................................................. 42 5.6 项目经济效益分析 ....................................................................................................... 42 5.7 项目社会效益分析 ....................................................................................................... 42 5.8 本章小结 ....................................................................................................................... 43 第六章 项目的风险分析及对策............................................................................................44 6.1 风险分析 ....................................................................................................................... 44 6.2 风险的对策 ................................................................................................................... 45 6.3 本章小结 ....................................................................................................................... 47 结 论........................................................................................................................................48