国家电网公司明确提出，要全面推广实施设备状态检修，全面提升设备智 能化水平，推广应用智能设备和技术，实现电网安全在线预警和设备智能化监 控。随着电力技术领域的不断发展，电力设备智能监测领域投资价值凸现，智 能监测产品的下游需求高增长可以维持。截至 2015 年我国的中压开关设备 （10Kv-35Kv）的市场保有量在 300 万台以上，设备年增长率基本为 7%~11%。 就现有的市场存量开关而言，至少有 100 万台以上的开关具有智能化改造的潜 需求量也在 1 万-2 万台。因此仅中压开关这一类设备的智能化改造需求，就达 到每年 4 万-7 万台。而变压器、GIS、避雷器、断路器的等电力设备进行智能 化改造的潜在需求规模同样庞大，整个电力设备智能监测市场呈现出爆发式增 长的趋势。 厦门 ZDL 公司的创业团队敏锐观察到电力设备智能化改造在市场上潜在的 目研究的主要内容和方法；第二章介绍了公司组织架构和股权结构以及产品的 概况；第三章介绍了项目的内外部环境和市场竞争状况，并通过 SWOT 分析制定 产品的竞争策略；第四章介绍了项目的发展战略和运营计划；第五章介绍了公 司的营销策略，通过 STP 营销理论进行市场细分和产品定位，通过 4P 理论制定 项目收益、资本退出计划等；第七章介绍了项目所面临的风险及应对策略，第 八章是对项目整体状况的总结。 通过本计划书表明，项目的前期投资需求为 140 万，项目的静态投资回收 期为 1.6 年，前五年的利润率在 20%左右，资金周转良好，投资收益率较高。 关键词，智能监测装置；电力设备；商业计划书 按照同样的比例保守估算，新建项目或者技改项目的设备加装智能监测装置的 在需求，如果按照每年改造率为 3%-5%计，则全年的总需求量将达 3 万-5 万台。 者、合作伙伴加入到我们的事业当中，同时也希望通过持续的产品创新为客户 创造价值，积极参与到我国的电力设备智能化改造进程当中。 希望通过本商业计划书指导项目的研发方向和市场策略，吸引有志于此的投资 巨大需求，决定采用前沿技术开发一套电力设备智能监测装置以适应市场需求， 本商业计划书共分为八个章节，第一章简单论述了项目的背景和意义、项 产品、价格、渠道、促销策略；第六章介绍了项目的成本费用、投融资计划、 II Abstract The national Power Grid Corp put forward clearly, to comprehensively promote the implementation of equipment maintenance, enhance the level of intelligent equipment, popularization and application of intelligent equipment and technology to achieve network security online warning and intelligent monitoring equipment. With the continuous development of the field of power technology, power equipment intelligent monitoring area investment value highlights, the high growth of the downstream demand for intelligent monitoring products can be maintained. According to incomplete statistics, as of 2015 China's medium voltage switchgear (10Kv-35Kv) market holdings in more than 3 million units, the annual growth rate of the device is basically 7%~11%. On the existing market stock switch, at least 1 million or more switches with intelligent transformation of the potential demand, if in accordance with the annual transformation rate of 3%-5%, the total demand for the year will reach 30 thousand -5 million units. In accordance with the same proportion of conservative estimates, new projects or technical transformation project equipment installation of intelligent monitoring device is also in the demand of 10 thousand -2 million units. Therefore, only the intelligent transformation of the medium voltage switch needs to reach 40 thousand -7 million units per year. And transformers, GIS, lightning arrester, circuit breakers and other power equipment intelligent transformation of the potential demand for the same size, the entire power equipment intelligent monitoring market showing a trend of explosive growth. Xiamen ZDL company, the entrepreneurial team observed keenly intelligent electrical equipment renovation potential demand in the market, decided to develop a set of electrical equipment intelligent monitoring device to meet the market demand by using advanced technology, hope that through this business plan to guide the project development direction and market strategy to attract investors, who are interested in this partner join our cause, but also hope that through continuous product innovation to create value for customers, to participate actively in the intelligent power equipment transformation process of our country. III This Business Plan is divided into eight chapters, the first chapter is a brief discussion of the background and significance of the project, the main contents and methods of the project; the second chapter introduces the company's organizational structure and ownership structure and product profiles; Chapter 4 introduces the development strategy and operation plan of the project; Chapter 5 introduces the marketing strategy of the company, and through the STP marketing theory, the paper introduces the marketing strategy of the company, Price, channel, promotion strategy; Chapter 6 introduces the cost of the project, investment and financing plan, the project proceeds, capital withdrawal plan; Chapter VII describes the risks faced by the project And coping strategies, the eighth chapter is a summary of the overall situation of the project. Through this plan shows that the project's pre-investment needs of 1.4 million, the project's static investment recovery period of 1.6 years, the first five years of the profit margin of 20%, cash flow is good, the investment rate of return is high. Key words: Intelligent monitoring device;Power equipment;Business plan IV 目录 第一章 绪论............................................. 1 第一节 项目研究的背景和意义.....................................1 第二节 研究的方法和内容.........................................2 一 研究内容 ......................................................... 2 二 研究方法 ......................................................... 2 第二章 公司简介及产品概况............................... 3 第一节 公司简介.................................................3 一 股权结构及合伙方式 ............................................... 3 二 公司组织架构 ..................................................... 3 三 人员配置 ......................................................... 5 第二节 产品概况.................................................6 一 系统架构及产品开发路线............................................ 6 二 产品功能介绍 ..................................................... 8 三 产品的技术优势及卖点............................................. 11 第三章 项目内外部环境分析.............................. 12 第一节 宏观环境分析............................................12 一 政治环境 ........................................................ 12 二 经济环境 ........................................................ 12 三 技术环境 ........................................................ 13 第二节 行业发展趋势............................................13 第三节 主要竞争对手分析........................................14 第四节 SWOT 分析 ..............................................15 V 第四章 项目的发展战略和运营计划........................ 17 第一节 总体目标................................................17 第二节 项目的发展战略..........................................17 第三节 项目发展计划............................................20 第五章 公司的营销策略.................................. 25 第一节 STP 营销 ................................................25 一 市场细分 ........................................................ 25 二 目标市场选择 .................................................... 26 三 市场定位 ........................................................ 28 第二节 产品策略................................................30 第四节 定价策略................................................32 第五节 销售渠道建设............................................34 一 销售渠道层级设置 ................................................ 34 二 代理商选择标准 .................................................. 37 三 代理商激励政策 .................................................. 38 第六节 促销计划................................................39 一 销售人员直接推销 ................................................ 39 二 组织或参加技术交流会............................................. 40 三 产品试用和样品展