改革开放 30 多年，中国发生了翻天覆地的巨大变化，30 多年时光的变迁也是中国 软件产业从最初萌芽到今日繁荣的探索历程。伴随着软件产业的发展，软件盗版开始盛 行。盗版软件的使用给中国整个软件行业，甚至整体经济带来了严重的伤害，所幸，中 国政府和民众逐步意识到这一伤害，并采取了积极的措施，知识产权保护的环境日益完 善，使用正版软件越来越能被公众接受。 而作为全球最大的软件供应商的微软公司，从 1992 年进入中国以来，其产品和品 牌被中国用户所接受，应用非常广泛。随着中国知识产权保护环境的日益完善，其销售 业绩逐年递增，从事微软软件销售工作将会产生巨大的市场利益。笔者在软件行业从业 多年，对软件产品代理销售尤其是微软软件产品的代理销售非常了解，并且拥有丰富的 客户资源，根据笔者的经验并结合目前的经济形势，笔者认为以微软软件销售项目创办 公司，具有巨大的经济价值，是非常可行的，但由于创业团队的自有资金不足，希望能 够获得外部投资人的资金支持，因而形成该商业计划书。同时，微软公司作为全球软件 行业的领导者，其营销战略和运作模式，必然具有其独特性和领先性，非常值得借鉴。 本商业计划书从营销、人力资源、财务等不同角度对微软软件销售项目作分析描述，希 望能为公司进入该市场决策提供参考，也为今后开展类似项目提供借鉴。 本报告运用竞争战略、市场营销理论、财务分析理论的分析框架和方法，在结合大 量行业分析、市场调查数据基础上，分析了微软软件销售项目，制定了针对性的营销模 式以及实施措施，最后运用财务评价的方法对该项目进行评估，发展趋势进行预测，吸 引投资商对微软软件销售项目进行股权置换，风险投资等。同时希望能为公司进入该市 场决策提供参考，也为今后开展类似项目提供借鉴。 关键词，微软软件销售；知识产权保护；软件代理；商业计划II ABSTRACT China has changed hugely over 30 years of reform and opening, at the same time, software industry also has gone from initial bud to today's prosperity. With the development of the software industry, software piracy has become popular. Using of pirated software to Chinese software industry, even the overall economy poses a serious injury. But fortunately, the Chinese government and people gradually realized the damage and take positive measures to protect the intellectual property. And its environment has improved. The public can accept the legitimate software more and more. And Microsoft as the largest software provider in the world has been very famous in china since it entered into China in 1992, and its products and brands are accepted by Chinese users. Its sale performance has increased annually by the Chinese intellectual property protection environment improves. Selling Microsoft software will generate huge profits in the market. In this context, the author who has a few years experience in the IT industry plans to found a company for selling Microsoft software. So the author wrote the business plan in order to get outside financial support because the entrepreneurial team has not enough money. At the same time, Microsoft has very much successful experience deserving to be learned such as its marketing strategy and operation pattern. The business plan discusses deeply Microsoft software sale project from different angles such as marketing, human resources, finance which can provide references to others who want to do this kind of item. The thesis uses the theoretical framework of competition strategy, marketing theory, and methods of financial analysis. And finally uses the financial evaluation to evaluate the project and predict trends in order to attract investors for the sale of Microsoft software projects equity swap, the risk of investment. At the same time hope to provide a reference for decision-making companies to enter this market, but also provide a reference for future similar projects undertaken. Keywords: Microsoft software sales; Intellectual property protection; Software agent; Business plan;III 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 第一章 绪 论............................................................................................................................1 1.1 选题的背景、目的和意义.............................................................................................. 1 1.1.1 选题的背景............................................................................................................... 1 1.1.2 选题的目的............................................................................................................... 2 1.1.3 研究意义.................................................................................................................... 3 1.2 文献综述.......................................................................................................................... 3 1.2.1 关于知识产权保护的文献综述............................................................................... 3 1.2.2 有关竞争战略的文献综述........................................................................................ 4 1.2.3 有关消费者行为的文献综述.................................................................................... 5 1.2.4 有关财务管理的文献综述........................................................................................ 7 1.3 报告研究方法及结构 ...................................................................................................... 7 1.3.1 主要研究方法............................................................................................................ 7 1.3.2 相关研究内容和结构............................................................................................... 8 第二章 项目背景介绍............................................................................................................10 2.1 软件行业与微软公司介绍............................................................................................ 10 2.1.1 软件行业................................................................................................................. 10 2.1.2 微软公司简介及发展历史..................................................................................... 16 2.2 微软软件产品及销售模式............................................................................................ 19 2.2.1 微软产品介绍......................................................................................................... 19 2.2.2 微软产品的销售模式............................................................................................. 21 2.2.3 微软产品的许可类型............................................................................................. 23 2.3 微软合作伙伴制度........................................................................................................ 24 2.4 项目介绍........................................................................................................................ 26 2.5 本章小结 ........................................................................................................................ 26 第三章 外部环境分析............................................................................................................27 IV 3.1 行业环境分析................................................................................................................ 27 3.1.1 经济因素................................................................................................................. 27 3.1.2 技术因素.................................................................................................................. 27 3.1.3 国际化因素.............................................................................................................. 28 3.2 市场分析........................................................................................................................ 29 3.2.1 市场细分................................................................................................................. 29 3.2.2 目标市场................................................................................................................. 31 3.3 市场竞争分析................................................................................................................ 33 3.4 机会与威胁分析............................................................................................................ 35 3.4.2 威胁......................................................................................................................... 35 3.5 本章小结........................................................................................................................ 37 第四章 运营目标、组织和营销策略....................................................................................38 4.1 经营定位与经营目标确定 ............................................................................................ 38 4.1.1 经营定位与项目选址.............................................................................................. 38 4.1.2 经营目标.................................................................................................................. 40 4.2 创业团队与组织............................................................................................................ 41 4.2.1 创业团队组成......................................................................................................... 41 4.2.2 组织结构................................................................................................................. 42 4.2.3.职能部门介绍.......................................................................................................... 43 4.2.4.人力资源管理.......................................................................................................... 43 4.3 营销策略........................................................................................................................ 49 4.3.1 产品策略................................................................................................................. 49 4.3.2 价格策略................................................................................................................. 50 4.3.3 渠道策略................................................................................................................. 50 4.3.4 促销策略................................................................................................................. 51 4.4 本章小结........................................................................................................................ 51 第五章 财务计划与风险规避..............................................................................................53 5.1 投资估算与财务计划 .................................................................................................... 53 5.1.1 投资额与股权分配................................................................................................. 53 5.1.2 收入、成本费用、税金及利润估算..................................................................... 53 V 5.1.3 投资回收期分析..................................................................................................... 55 5.1.4 内部收益率分析..................................................................................................... 55 5.1.5 财务净现值............................................................................................................. 55 5.2 风险分析及规避............................................................................................................ 56 5.2.1 市场风险及规避...................................................................................................... 56 5.2.2 管理风险及规避..................................................................................................... 56 5.2.3 财务风险及规避..................................................................................................... 56 5.2.4 政策风险及规避..................................................................................................... 57 5.3 本章小结 ........................................................................................................................ 57 结 论........................................................................................................................................58