当前，我国印刷产业主要集中在珠三角、长三角、环渤海三大区域，这三个地区共 有 9 个省份，数量上虽不及全国省市的三分之一，却占据了国内印刷行业的半壁江山； 此外，中国经济 30 年的稳步发展，国内印刷行业获得了前所未有的发展机遇，尤其在 儿童图书和彩盒包装产品方面更是前景广阔；第三，国内生产和人力资源成本的相对低 廉，国际印刷行业有向国内进行前向整合的明显趋势。在这样一个国内外背景下，如何 把握机遇，规避风险，并成功的实施商业发展，是国内许多印刷企业必须面对的课题。 面对广阔的市场前景，笔者以自身经营的印刷企业--盈彩印刷公司为实例，从印刷 行业的发展历程和国内业务状况出发，结合印刷业所处的外部环境和行业竞争现状，借 助波特战略理论的框架，深度剖析盈彩印刷公司所面临的机遇和挑战。同时，通过对其 内部的资源、能力的横向比较，明确盈彩印刷公司的优劣势；并据此阐述了基于业务开 发、资源整合和差异化服务等三方面的公司发展战略。 此外，为保证公司业务发展战略的有效实施，笔者对盈彩印刷公司的业务战略重点 以及开发的渠道也做了较为深入的探讨。在产品和服务上，创新产品，构建成本低廉的 产品优势，和特色鲜明的服务优势；在人才管理上，建立合理的组织架构，并基于薪酬 和职业发展方面完善员工的激励和培养制度。 报告研究主要基于战略管理、营销管理、财务管理三方面的理论。采用 SWOT 模 型、五力模型对行业状况和市场竞争情况进行分析，明确市场现存经营形态的种类及其 优劣性，并指出经营及服务的差异化途径和方式；在项目的可行性的量化分析上，主要 采用综合财务分析法、净现值法、内部收益率法等评估其财务状况。 关键词，盈彩；印刷服务；商业计划Abstract China’s printing industry has formed the Pearl River Delta, Yangtze River Delta, the Bohai Sea pattern. Even it municipalities across the country less than one third of the area for Pearl River Delta, Yangtze River Delta, Bohai 9 provices in 3 regions of Bohai, the printing industry there has its advantage. Meanwhile, with 30 years stable development on printing industry, Chinese domestic printing industries are facing a great opportunity, especially on children’s book and packaging products. Thirdly, with advantage on competitive cost on production and human resource, more and more quota of worldwide printing will more to China. Under this background, it is a key time for printing enterprises how to seize this opportunity and gain development. Facing this situation, this essay is based on the status of Morning Lion Design Co., Ltd to analyze the external environment, internal competition, potential challenge and opportunity of printing industry. This method will lead to a result of the advantage and disadvantage of Morning Lion Design Co., Ltd and provide a base to expatiate on marking, resource management and differentiation service. On the other hand, to ensure the well-carryout of company’s development strategic, essay emphasizes on the marking strategic and methods. It also figures out the deferential service to bring added-value on product design and service, setting innovative salary system and career development system as well. In the essay, we use the theory of strategic management, marketing management, financial management and SWOT model, five-force model to analyze the business environment and industry conditions. According to the project’s target market characteristics, we formulate a profit pattern and organization of the company. Finally, it will be evaluated with an integrated financial analysis, net present value, internal rate of return. key words，Morning Lion Design；Printing service；Business Plan目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 第一章 绪 论..........................................................................................................................1 1.1 项目提出的背景 ............................................................................................................. 1 1.1.1 印刷产业的格局及发展.......................................................................................... 1 1.1.2 印刷业现存的矛盾及不足...................................................................................... 2 1.2 文献综述 ......................................................................................................................... 3 1.2.1 中国包装印刷工业六十年...................................................................................... 3 1.2.2 印刷企业的利润空间.............................................................................................. 4 1.2.3 商业计划书.............................................................................................................. 5 1.3 报告写作的方法和意义 ................................................................................................. 7 第二章 公司介绍......................................................................................................................9 2.1 公司简介 ......................................................................................................................... 9 2.2 公司战略 ......................................................................................................................... 9 2.2.1 业务开发方面的战略重点...................................................................................... 9 2.2.2 整合现有的印刷资源.............................................................................................. 9 2.2.3 差异化的服务........................................................................................................ 10 2.3 价值评估 ....................................................................................................................... 10 2.4 公司管理 ....................................................................................................................... 11 2.4.1 现有人力资源或经营团队.................................................................................... 11 2.4.2 初步拟定的职位及主要职责................................................................................ 11 2.4.3 薪金方案................................................................................................................ 12 2.5 本章小结 ....................................................................................................................... 12 第三章 盈彩公司的行业状况和市场竞争分析....................................................................14 3.1 行业发展前景 ............................................................................................................... 143.1.1 出版行业的发展.................................................................................................... 14 3.1.2 儿童图书的消费市场............................................................................................ 14 3.1.3 包装市场的发展.................................................................................................... 15 3.1.4 新媒体对传统印刷业的影响................................................................................ 16 3.1.5 中国印刷厂在世界中的地位................................................................................ 17 3.2 政策影响 ....................................................................................................................... 18 3.2.1 纸制品的出口退税率............................................................................................ 18 3.2.2 印刷包装设备的进口贴息.................................................................................... 18 3.2.3 中小企业的市场开拓资金补贴............................................................................ 19 3.2.4 印刷设备及零配件的较低关税............................................................................ 19 3.2.5 对印刷产业的扶持................................................................................................ 19 3.3 市场竞争分析 ........................................................................................................