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2020年防弹休闲旅行车商业计划书DOC

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随着经济社会的发展,成功人士的大量涌现,以及国际社会恐怖事件的增加,社会 精英们希望能找到一种既休闲又安全的生活方式来享受美好的生活,防弹休闲旅行车的 开发正是迎合了这一部分人员的社会需求。对广州东方宝龙汽车工业股份有限公司而 言,防弹改装是现成的技术。而且,宝龙 TBL5028XJXL 休闲旅行车已于 2009 年 8 月 份上了公告,但还需要进行一些具体的研究,以及加强车内豪华装饰的配置。由于不确 定性因素如消费需求多样性、竞争多元化、国际汽车价格变化等的存在,因此,有必要 对该项目进行充分的分析和研究。 本文利用管理学的相关理论,根据项目的特点,综合运用国内外较为先进、科学和 成熟的理论和方法,对宝龙公司拟投资的防弹休闲旅行车这一项目进行了全面的论证和 研究。本商业计划书旨在系统科学地分析项目的确立、实施及运营目标和计划,帮助投 资者详细了解投资项目,增加投资信心,同时对于宝龙公司来讲,也是其确定未来经营 思路的有效的手段。 在总体框架上,本文首先提出课题的背景和研究的意义,介绍了项目的由来。接着 分析国内外防弹车的发展现状,论述了宝龙公司投资防弹休闲旅行车项目的市场前景, 并对对宝龙公司的现状和实力、防弹休闲旅行车这一产品进行了概述。在第三至第五章, 计划书重点分析了防弹休闲旅行车的市场环境与营销策略,发现防弹休闲旅行车在国内 外市场具有领先的优势,市场前景可观,并在分析宝龙公司的技术能力、生产能力、财 务经济状况可行的基础上,制定了项目的技术方案、生产方案、投资预算和资金筹措方 法及使用计划。最后,报告分析了项目的经济和社会效益等财务指标,对潜在的风险进 行分析并从市场、原材料、技术和财务这四方面进行控制。最终得出的结论是, 本项 目的投资利润率为 96.8816% ,回收期为 2.7554 年,财务净现值为 42402.0703 万元,产能达到 153 台即可达到盈亏 平衡点。因此,本项目的投资回报和经济效益都能得到明确保证,具有明显的投资前景。 通过对防弹车行业和宝龙公司的相关分析,本文为投资者决策提供了详细的可参考 数据和资料,可成为防弹车领域投资分析的案例。 关键词,防弹休闲旅行车;商业计划书;可行性;效益II ABSTRACT With the soaring development of society, the springing up of successful people, and the arising international terrorism incidents all around the world, the society is urging for a lifestyle that can both meet the need of security and the demand of enjoying life, which gives to the idea of Bulletproof Leisure Travel Car. Guangzhou Oriental Baolong Automotive Industry Co., Ltd is a bulletproof secure car production enterprise authorized and recommended by the bureau of national machinery. Baolong is dedicated to the production of bulletproof secure cars and has built up experienced and skilled working faculty. Moreover, one type of particular security car, baolong TBL5028XJXLLeisure Travel Ca has been announced in the august, 2009. While it still requirements some further development to make the cars more luxurious to drive and have entertainment in. Due to the uncertainty of demand and diversity of customers, as well as the changes of price and competition of international auto market, analysis and research regarding this project is necessary and essential. According the features of the project, with the guideline of the theory of management, the advanced, ripe and scientific theory and methods, this paper makes a comprehensive analysis and argumentation of Bulletproof Leisure Travel Car Project. The business plan aims at helping the investors understanding the project and boosting their confidence. Meanwhile it is an effective means of making sure the business concept in the future. The first part is the background and study meaning of the project, analyzing the development situation of bulletproof car around the world, and the signification of Baolong’s investing in Bulletproof Leisure Travel Car. In the second chapter, the paper introduces the basic information of the company, the innovation and strengths about the product. In third to fifth chapter, the paper makes an embedded analysis about the market environment and sets down theIII relevant marketing strategies. And then, the paper makes up the manufacture scheme and the investment budget on the base of Baolong’s technology and financial ability. Moreover, According to de financial indexes such as the cash flow, net resent worth, investment recovery period, breakeven point and sensitive analysis, the paper evaluates the economic and social benefits about the project. From the paper we know that the return on investment is 96.8816%, the payback period is 2.7554, the financial net present value is 42402.0703.All these thing eventually show the feasibility of the investment project. Through the analysis of Bulletproof Leisure Travel Car and Baolong Automotive Industry Co., Ltd, the paper provides detailed reference data and information for investors, and it can be regarded as a case about the investment analysis of bulletproof cars. Key words: Bulletproof Leisure Travel Car ; business plan; feasibility ; benefitsI 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 第一章 绪论..............................................................................................................................1 1.1 选题的背景和意义...................................................................................................... 1 1.2 文献综述...................................................................................................................... 2 1.2.1 汽车市场的消费需求分析................................................................................ 2 1.2.2 汽车制造的经济规模......................................................................................... 2 1.2.3 营销管理的相关理论........................................................................................ 3 1.2.4 项目评价理论分析............................................................................................ 4 1.2.5 国内外防弹车的发展现状................................................................................ 7 1.3 研究的目标和内容...................................................................................................... 8 1.4 研究方法和思路框架.................................................................................................. 9 第二章 防弹休闲旅行车开发概况........................................................................................10 2.1 公司简介.................................................................................................................... 10 2.1.1 公司的技术和财务能力分析.......................................................................... 10 2.1.2 公司的发展思路和人力资源配置.................................................................. 12 2.2 产品的基本情况介绍................................................................................................ 14 2.2.1 产品说明.......................................................................................................... 14 2.2.2 产品的创新和优势.......................................................................................... 14 2.2.3 产品开发的基础条件...................................................................................... 14 2.3 本章小结.................................................................................................................... 15 第三章 市场环境分析与营销策略........................................................................................16 3.1 行业环境分析............................................................................................................ 16 3.2 产品的国内外竞争对手分析.................................................................................... 18 3.3 产品的需求分析........................................................................................................ 18 3.4 营销策略分析............................................................................................................ 19 3.4.1 目标市场分析.................................................................................................. 19 3.4.2 价格策略.......................................................................................................... 20II 3.4.3 渠道策略.......................................................................................................... 21 3.5 本章小结..................................................................................................................... 22 第四章 技术和生产可行性分析............................................................................................23 4.1 技术方案分析............................................................................................................ 23 4.1.1 关键技术分析.................................................................................................. 23 4.1.2 技术的可靠性和成熟性.................................................................................. 24 4.2 生产方案分析............................................................................................................ 25 4.2.1 主要生产设备和基础设施分析....................................................................... 25 4.2.2 物料供应链分析.............................................................................................. 26 4.2.3 现场安全生产及污染处理.............................................................................. 27 4.3 项目实施计划............................................................................................................ 29 4.4 本章小结.................................................................................................................... 30 第五章 投资预算与资金筹措................................................................................................31 5.1 投资预算.................................................................................................................... 31 5.1.1 新增固定资产投资总额.................................................................................. 31 5.1.2 流动资金.......................................................................................................... 32 5.2 资金的筹措................................................................................................................ 32 5.2.1 资金筹措的方式.............................................................................................. 32 5.2.2 宝龙公司资金筹措的建议.............................................................................. 33 5.3 本章小结.................................................................................................................... 34 第六章 项目的效益分析与风险控制....................................................................................35 6.1 基础数据计算............................................................................................................. 35 6.2 财务效益分析............................................................................................................ 37 6.2.1 盈利能力分析.................................................................................................. 37 6.2.2 盈亏平衡分析.................................................................................................. 38 6.2.3 敏感性分析....................................................................................................... 38 6.3 社会效益分析............................................................................................................ 39 6.4 风险分析与控制........................................................................................................ 39 6.4.1 市场风险.......................................................................................................... 39 6.4.2 原材料风险...................................................................................................... 40III 6.4.3 技术风险.......................................................................................................... 40 6.4.4 财务风险.......................................................................................................... 40 6.5 本章小结.................................................................................................................... 41 结 论........................................................................................................................................42