摘要 我国改革开放初期的经济增长建立在环境的破坏以及能源高损耗的基础之 上。目前，我国提倡建设可持续发展环保型社会。高能耗高污染的内燃机应从资 源消耗型向环保节约型转变。研制和开发出新型内燃机节能技术，提高化石燃料 的利用效率有助于节约能源，减少污染物排放，有利于环保。 本文以中车能源科技公司为例，以商业计划书为研究内容，综合运用生产运 营管理、市场营销、财务管理等相关理论，采用了文献研究法、市场调查法和案 例研究方法。首先对内燃机及其节能减排技术需求的国内外现状进行分析；其次 从技术现状与创新、产品特性和功能、产品品牌及知识产权保护等方面对中车能 源内燃机节能减排项目概况进行了介绍。然后通过对中车能源内燃机节能减排设 备市场总体的分析，明确了目前内燃机节能减排市场的发展阶段，公司产品在市 场上面临的问题，对于市场未来可能性的预测，明确企业自身的发展优势，寻找 中车能源科技公司与竞争对手相比具有的优势与不足，提出强化优势和弥补不足 的措施来扩大市场占有率。在市场分析基础上，进一步对中车能源在内燃机节能 减排设备生产运营管理、市场营销战略和策略、投融资计划与财务状况进行全面 系统分析。通过项目融资计划，资金需求与使用计划，投资形式与回报方式，项 目财务问题等分析，明确资产配置是否合理，对于企业的健康发展有何影响。最 后分析了对该项目在市场、生产及财务方面可能面临的风险。 通过本商业计划书，一方面说明内燃机符合节能环保这一未来发展主题的大 环境的需求，进一步规范其运营状况，另一方面增强投资者对该项目的投资信心， 为项目争取有力的资金保障，使项目最终得以顺利开展并取得预期效益。希望本 计划书对公司实现其既定商业目有所帮助，同时也对同类商业计划书的写作起到 参考作用。 关键词，环保；内燃机；中车能源；节能减排；营销II Abstract The economic growth in the early stage of China's reform and opening up is based on the destruction of the environment and high energy consumption. At present, China advocates the construction of a sustainable and environmentally friendly society. Internal combustion engines with high energy consumption and pollution should be transformed from resource-consuming to environment-friendly and energy-saving. Developing new energy-saving technologies for internal combustion engines and improving the utilization efficiency of fossil fuels are conducive to saving energy, reducing pollutant emissions and environmental protection. This paper takes Zhongche Energy Technology Company as an example, takes the business plan as the research content, comprehensively uses the relevant theories of production and operation management, marketing and financial management, and adopts the methods of literature research, market investigation and case study. Firstly, the status quo of internal combustion engine and its energy saving and emission reduction technology demand at home and abroad is analyzed; secondly, the general situation of energy saving and emission reduction projects of medium-sized vehicle internal combustion engine is introduced from the aspects of technology status and innovation, product characteristics and functions, product brand and intellectual property protection. Then, through the overall analysis of the market of energy-saving and emission-reduction equipment for Zhongche internal combustion engine, the development stage of the current market for energy-saving and emission-reduction of internal combustion engine, the problems faced by the company's products in the market, the prediction of the market's future possibilities, the clear development advantages of the enterprise itself, the search for advantages and disadvantages of Zhongche Energy Technology Company compared with its competitors, and the strengthening of the advantages are put forward. Potential and remedial measures to expand market share. On the basis of market analysis, the production and operation management, marketing strategy and strategy, investment and financing plan and financial situation of energy saving and emission reduction equipment for internal combustion engines for medium-sized vehicles are further systematically analyzed. Through the analysis of project financing plan, capitalIII demand and use plan, investment form and return mode, project financial problems, it is clear whether the asset allocation is reasonable or not, and what impact it has on the healthy development of enterprises. Finally, the possible risks in the market, production and finance of the project are analyzed. Through this business plan, on the one hand, it shows that the internal combustion engine meets the needs of the future development theme of energy conservation and environmental protection, and further standardizes its operation. On the other hand, it strengthens investors'confidence in the investment of the project, strives for a strong financial guarantee for the project, so that the project can eventually be carried out smoothly and achieve the expected benefits. It is hoped that this plan will be helpful for the company to achieve its established business objectives, and also play a reference role in the writing of similar business plans. Keywords: Environmental Protection; Internal Combustion Engine; Middle Vehicle Energy; Energy Conservation and Emission Reduction; MarketingIV 目录目录 第 1 章绪论...................................................................................................................................................1 1.1 研究背景及研究意义......................................................................................................................1 1.1.1 选题背景...................................................................................................................................1 1.1.2 研究意义....................................................................................................................................2 1.2 国内外研究现状综述............................................................................................................................3 1.2.1 关于内燃机产品市场需求研究.......................................................................................3 1.2.2 关于工业品（机械设备）营销策略的研究..............................................................5 1.3 研究内容及方法................................................................................................................................5 1.3.1 研究内容....................................................................................................................................5 1.3.2 研究方法....................................................................................................................................6 第 2 章相关理论基础...............................................................................................................................7 2.1 市场营销理论.....................................................................................................................................7 2.2 生产运营管理理论...........................................................................................................................7 2.3 财务管理理论.....................................................................................................................................7 第 3 章中车能源内燃机节能减排设备项目概况........................................................................9 3.1 公司概况...............................................................................................................................................9 3.1.1 公司简介...................................................................................................................................9 3.1.2 公司组织机构设置...............................................................................................................9 3.2 内燃机设备项目概况...................................................................................................................11 3.2.1 技术现状及技术创新.......................................................................................................11 3.2.2 产品描述与产品特性.......................................................................................................12 3.2.3 产品品牌与知识产权保护.............................................................................................13 第 4 章中车能源内燃机节能减排设备市场分析.....................................................................14 4.1 市场总体分析..................................................................................................................................14 4.1.1 市场发展阶段......................................................................................................14 4.1.2 公司产品市场预测..............................................................................................15 4.1.3 市场趋势预测......................................................................................................15 4.1.4 市场机会和问题点..............................................................................................17 4.2 市场需求分析..................................................................................................................................18 4.3 市场竞争分析.................................................................................................................19 4.3.1 主要竞争对手对比分析.....................................................................................19 4.3.2 本公司竞争优劣势分析.....................................................................................21 第 5 章 中车能源内燃机节能减排设备生产运营管理计划.........................................22V 5.1 生产项目备案.................................................................................................................22 5.2 第二动力 II 代产品定型...............................................................................................22 5.3 资源与原材料供货商筛选...........................................................................................................22 5.4 生产线产能规划.............................................................................................................23 5.5 生产工厂方案制定..........................................................................................................................23 第 6 章 中车能源内燃机节能减排设备市场营销计划.................................................25 6.1 目标市场分析.................................................................................................................25 6.1.1 市场细分和优选.................................................................................................25 6.1.2 主要客户购买行为特征....................................................................................26 6.1.3 影响市场购买的主要因素...............................................................................26 6.1.4 营销目标..............................................................................................................26 6.2 营销战略部署.................................................................................................................28 6.2.1 市场发展战略.......................................................................................................28 6.2.2 市场竞争战略.......................................................................................................................28 6.3 营销策略..............................................................................................................................................30 6.3.1 产品策略................................................................................................................................30 6.3.2 价格策略.................................................................................................................................31 6.3.3 渠道策略...............................................................................................................32 6.3.4 促销策略................................................................................................................33 第 7 章 中车能源内燃机节能减排设备投融资计划与财务分析................................35 7.1 项目投融资计划.............................................................................................................35 7.1.1 资金需求与使用计划.......................................................................................................35 7.1.2 投资形式及资本结构.......................................................................................................36 7.1.3 投资报酬与退出..................................................................................................37 7.2 项目财务分析.................................................................................................................38 7.2.1 销售收入预测......................................................................................................................38 7.2.2 成本费用分析......................................................................................................................38 7.2.3 资本负债分析......................................................................................................38 第 8 章 中车能源内燃机节能减排设备项目风险分析.................................................41 8.1 市场风险..........................................................................................................................41 8.2 生产风险..........................................................................................................................42 8.3 财务风险..........................................................................................................................42 研究结论与展望