自从新医改施行以来，医用立体成像技术引发了医院对传统平面信息资料处理的颠 覆。全球许多顶尖医院纷纷采用立体成像技术提升医疗诊断的精准度，提高服务质量。 作为一种革命性的图形化的视觉语言，立体成像技术在提升精准诊断率的同时，有助于 直观的向患者展示自己的现代化医疗程度，形象的告诉患者，医院的技术水准和清楚、 直观的让患者了解自己的病况。目前世界著名的医疗机构都在研发有着先进意义的立体 医疗成像技术。 圣洋公司成立于 1996 年，自成立以来一直专注于立体视频芯片产品的研发、生产， 并且与清华大学等高校实验室合作，已经拥有一定的知识积累。本文运用管理学中的 PEST 分析、波特五力模型和 SWOT 分析等方法全面剖析了项目所处的宏观环境、行业 环境和自身特点，阐明该项目实施的利好条件，进而通过分析项目的产品结构制定项目 的产品服务计划、营销计划。最后对项目的经济效益进行了全面分析，制定项目现金流 量预测表，计算投资回收期、净现值和内部收益率，得出的结论是，本项目具有可行性 并且能够带来一定的经济效益。 关键词，医用立体显微；商业计划书；竞争力 II ABSTRACT This article is writing for the medical three-dimensional microscopic system project of Guangdong SY science and technology information industrial LTD. From the aspect of the company's organizational structure, the market environment and marketing planning, financial budget and investment rate of return, this article detailed analyzes and plans the project and write a business plan. This is conducive to the investment and financing and the details about the project, reducing the investment risk as well as in all the work in the project smoothly. Since the enforcement of new health reform, medical three-dimensional imaging technology led to a subversion of traditional graphic information processing for hospital. Many of the world's top hospitals are using stereo imaging technologies to promote the accuracy of the medical diagnosis and its’ quality of service. As a revolutionary graphical visual language, while improving diagnostic accuracy, three-dimensional imaging technology can help to modernize intuitive to show itself to patients its’ medical degree and the hospital's technical level. The world’s famous medical institutions are in the research and development of advanced significance of 3D medical imaging technology. The company was founded in 1996. Its inception has been focused on the research and development of the three-dimensional video chip product. It cooperates with Tsinghua and other colleges and universities laboratory and have accumulated certain knowledge. This text uses the PEST analysis method, the five-force model and SWOT analysis method to comprehensively analyze the macro environment, industry environment and its own characteristics, and to clarify the project implementation of favorable conditions to produce the marketing plan of its products and services through the analysis of the product structure of project. In the fifth chapter of this article, the analysis of the economic benefit has carried on the basis of the comprehensive analysis of the project like producing the project cash flow forecast table, calculating the payback period, net present value and internal rate of return. At last, we came to the conclusion that the project is feasible and can bring certain economic benefits. Keywords: Medical stereoscopic microscope; A business Plan; Competitive power III 目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单..................................................................................................................................VI 第一章 绪论............................................................................................................................1 1.1 研究背景和意义 .............................................................................................................. 1 1.1.1 医用立体显微系统的技术背景、行业背景............................................................ 1 1.1.2 医用立体显微系统时代意义.................................................................................... 2 1.2 研究方法及技术路线 ...................................................................................................... 3 1.3 SY 公司基本情况 ............................................................................................................ 4 1.3.1 SY 公司简介.............................................................................................................. 4 1.3.2 SY 公司的产品介绍.................................................................................................. 4 1.3.3 SY 公司组织结构...................................................................................................... 6 1.4 SY 医用立体显微系统基本情况 .................................................................................... 6 1.4.1 SY 医用立体显微系统描述...................................................................................... 7 1.4.2 SY 医用立体显微系统特色...................................................................................... 7 1.4.3 SY 医用立体显微系统投入和产出.......................................................................... 8 1.5 本章小结 .......................................................................................................................... 8 第二章 项目发展环境分析....................................................................................................9 2.1 宏观环境分析 .................................................................................................................. 9 2.1.1 政策环境.................................................................................................................... 9 2.1.2 经济环境.................................................................................................................. 10 2.1.3 社会环境.................................................................................................................. 11 2.1.4 技术环境.................................................................................................................. 11 2.2 行业环境分析 ................................................................................................................ 12 2.2.1 行业概况.................................................................................................................. 12 2.2.2 行业竞争五力分析.................................................................................................. 14 2.3 公司能力分析 ................................................................................................................ 17 2.3.1 优势.......................................................................................................................... 17 2.3.2 劣势.......................................................................................................................... 18 IV 2.3.3 机会.......................................................................................................................... 18 2.3.4 威胁.......................................................................................................................... 18 2.3.5 组合分析.................................................................................................................. 19 2.4 本章小结 ........................................................................................................................ 19 第三章 项目发展方案..........................................................................................................20 3.1 产品和服务计划 ............................................................................................................ 20 3.1.1 产品结构.................................................................................................................. 20 3.1.2 物料表.........................