进入 21 世纪以来，随着国内劳动力、土地、环境等因素成本的上升，传统低技术水平 的制造业难以为继，3D 打印这种创新型的增材制造技术在推动制造业转型升级上被寄予了 厚望。3D 打印技术是 20 世纪 80 年代末期出现和发展起来的一种新型制造技术，其在欧美 等发达国家广泛应用于航天、军工、医疗、电子、汽车等产业。目前国内的 3D 打印技术 发展仍处起步阶段，国内规模化工业应用的 3D 打印机基本都从国外引进，其价格昂贵且 维护成本高。国产低价格设备的制作精度则非常不理想，难以满足市场的需求。因此，SP 公司通过自主研发的技术，率先提出高性价比的 3D 打印机，它解决了 3D 打印机成本与精 度的矛盾问题，可广泛应用于珠宝、牙科、手板等工业市场，有着广阔的市场前景。 本商业计划书首先论述了该项目产生的背景和意义，利用“PEST”和“五力模型”等 理论针对国内外 3D 打印产业的发展和现状进行了分析，以及运用“SWOT”理论对项目 当前外部环境与内部环境进行剖析，总结出本项目在市场中的竞争优势与机会。然后通过 运用“STP”理论对存在的市场机会进行市场细分，找准市场定位，从而制定出可行性强 的市场营销方案。接着运用财务管理理论针对项目的各项财务指标进行评价，论证项目财 务决策的可行性。最后运用风险管理理论针对项目运作过程中可能出现的各项风险进行系 统性的评估，并做出相应的风险控制措施。 通过本商业计划书的研究，基于 SP 公司在 3D 打印领域的技术领先地位，本项目 3D 打印机在性能上、技术上、价格上均具有明显的竞争优势。本文合理预测市场容量和销售 数据，测算出项目的净现值为2139.48万元、动态投资回收期为3.52年、内部报酬率为40%。 研究结果显示本投资项目经济效益明显，风险可控，项目可行。 本商业计划书为 SP 公司吸引外部投资者作为决策参考，以期达到投资者、公司员工、 客户的多方共赢。 关键词，3D 打印；市场分析；商业计划书；财务分析II ABSTRACT In the 21st century, with the rising cost of domestic labor, land, environment and other factors, the traditional low-skilled manufacturing unsustainable, 3D print with innovative technology has been placed high hopes in promoting the transformation and upgrading of the manufacturing sector. 3D printing technology is a new manufacturing technology which appeared and developed in the late 1980s, It ‘s widely used in aerospace, military, medical, electronics, automotive and other industries in Europe and other developed countries. Currently, the development of domestic 3D printing technology is still in its infancy, the large-scale industrial 3D printers are basically from abroad, which are expensive and high maintenance costs. Domestic equipment has the advantage of low prices, but the production of precision is not ideal, it is difficult to meet the needs of the market. Therefore, SP company proposed the 3D printers through independent research and development of technology which solves the problem of 3D printers cost and accuracy, it has broad market prospects that can be widely used in jewelry, dental, palm and other industrial markets, . This business plan discussed the background and significance of the project, analyzed the development and present situation of 3D printing industry by using PEST and five forces model theory , and analyzed the external environment and internal environment by using the theory of SWOT project, summarized the project competitive advantages and opportunities in the market. By using the theory of “STP” to subdivide the existing market opportunities, identified the market position, so as to formulate a feasible marketing plan. And then evaluated the financial indicators of the project using financial management theory, proved the feasibility of this project financial decisions. Finally, we used risk management theory to systematically assess the risks that may occur during operate the project, and made the appropriate risk control measures. Through the research of the business plan, 3D printers produced by SP company have obvious competitive advantages in performance, technology and price. In this paper, we forecasted the capacity of market and sales data, calculated the net present value of the project is 21394800 yuan, dynamic investment recovery period is 3.52 years and the internal rateIII of return is 40%. The results showed that economic benefit of the investment project was obvious, risk control, and the project was feasible. This business plan can be as a reference for SP company to attract outside investors, in order to achieve the win-win situation of investors, employees, customers. Keywords:3D Printing;Market analysis;Business plan; Finance evaluationIV 目 录 摘要..................................................................................................................................................I ABSTRACT........................................................................................................................................II 图目录..............................................................................................................................................VII 表目录............................................................................................................................................VIII 第一章 绪论.......................................................................................................................................1 1.1 研究的背景和意义................................................................................................................. 1 1.2 文献综述 ................................................................................................................................. 2 1.2.1 商业计划书...................................................................................................................... 2 1.2.2 战略管理和市场营销 ..................................................................................................... 3 1.2.3 3D 打印技术与产业化..................................................................................................... 4 1.2.4 财务管理和风险管理 ..................................................................................................... 4 1.3 研究方法及内容..................................................................................................................... 5 1.3.1 主要研究方法.................................................................................................................. 5 1.3.2 相关研究内容.................................................................................................................. 6 第二章 3D 打印行业与市场环境分析...........................................................................................8 2.1 3D 打印机市场总体概况........................................................................................................ 8 2.1.1 3D 打印技术简介............................................................................................................. 8 2.1.2 3D 打印机行业发展概述 .............................................................................................. 10 2.1.3 国内 3D 打印行业发展现状 ........................................................................................ 11 2.2 3D 打印机市场环境分析...................................................................................................... 13 2.2.1 宏观环境分析................................................................................................................ 13 2.2.2 行业环境分析................................................................................................................ 16 2.3 3D 打印机应用市场与需求预测 ......................................................................................... 20 2.3.1 应用市场分析................................................................................................................ 20 2.3.2 市场需求预测................................................................................................................ 22 2.4 本章小结 ............................................................................................................................... 25 第三章 公司简介与项目分析..................................................................................................