随着医疗体制改革，医疗器械市场在我国的发展将进入新的篇章。连锁经营是未来 家用医疗器械行业发展的一个主要方向，家用呼吸机作为医疗器械产品中的一员，通过 连锁经营销售也是一个很好的模式，本文通过商业计划书的形式研究该项目的可实施 性。 本文首先通过战略管理中的 SWOT 模型和五力模型分析了的呼吸机行业的发展现 状及竞争环境，其次介绍了公司的管理团队及现有组织框架。从市场与组织能力出发， 制定了呼吸机连锁店经营“海陆空”相结合的销售模式，提出以服务营销的理念提高客 户关系管理质量。研究表明现有的家用呼吸机行业处于起步期，市场潜力巨大，JK 公 司现有的管理团队已经具备拓展市场的能力，应用连锁经营的方式扩大市场必将带来最 大的成功。但是为了规避市场分析与资金风险，本项目的实施采取从少到多循序渐进的 市场拓展方式，以广州为连锁店面的示范店，不断向周边地区渗透，以实现公司的发展 计划。按公司的短期发展计划是在 3 年内实现珠三角地区开设 10 家连锁店，项目初期 投资 100 万，每家连锁店的投资是 10 万，1 年内就能实现盈利，投资周期是 3 年，利润 率为 50%。对于项目投资存在的风险可以通过人为因素进行有效控制。因此，认为该项 目是可行的，具有投资价值。 本商业计划书在探讨如何成功为加盟者投资提供参考的同时，本人作为项目的主要 探索者，希望能为将来的企业运营提供数据支持和行动指南。 关键词，商业计划书；连锁经营；医疗器械行业；服务营销；呼吸机ABSTRACT With the reformation of healthcare system, medical appliance is coming into a new marketing. Chain-store is one of the most prevalent operation in household medical instruments. CPAP as a household medical instrument, chain-store is also a useful sales model. This paper is a business plan, analyzing the feasibility of household CPAP chain-store operations project. Firstly, this paper, using SWOT and five forces analysis model, analyses the development of CPAP industry and environment of competition, then introduces management team and organizational framework of the project. Based on the market environment and organizing capacity, we draw out a new sales model, which is integrate three models: navy(hospital selling), army(chain store), air force(e-business); and find out that service marketing is the effective way to improve customer relationship. The research shows that household CPAP industry is still in its infancy stage and the market has great potentialities and vast development prospects. Selling group of SA Co. has the capacity to expand market, the chain-store operations will be a great victory. In order to avoid risks, in the project we plan open store from less to more, from Guangzhou to nationwide, step by step. According to the short-term development plan: open 10 stores in pearl river delta region, the fund needed in the initial stage is 100 million. To construct a new store it is needed 10million and will make a profit in one year. Investment cycle is 3 year period; rate of profit will reach 50%. So this is a big program worth to be invested. While discussing how to provide reference for internal share-holders to invest successfully，as a new venture creation explorer I am in a hope to provide basic statistics and guidelines for future enterprise operation by this business plan. Key words: business plan; chain-store; medical equipment industry; service marketing; CPA目 录 摘要.........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表目录.................................................................................................................................VII 第一章 绪 论............................................................................................................................1 1.1 研究背景和意义 ............................................................................................................. 1 1.2 文献综述 ......................................................................................................................... 3 1.2.1 呼吸机医学背景知识.............................................................................................. 3 1.2.2 战略管理理论........................................................................................................ 10 1.2.3 服务营销理论........................................................................................................ 11 1.2.4 连锁经营理论........................................................................................................ 13 1.3 研究内容与方法 ........................................................................................................... 16 1.3.1 研究内容................................................................................................................ 16 1.3.2 研究方法................................................................................................................ 19 第二章 项目概要....................................................................................................................20 2.1 项目背景 ....................................................................................................................... 20 2.2 目标市场 ....................................................................................................................... 20 2.3 竞争优势 ....................................................................................................................... 20 2.4 项目组织机构与管理 ................................................................................................... 21 2.5 财务分析与风险分析 ................................................................................................... 21 2.6 营销策略 ....................................................................................................................... 22 2.7 本章小结 ....................................................................................................................... 22 第三章 市场环境与行业分析................................................................................................23 3.1 行业分析 ....................................................................................................................... 23 3.1.1 医疗器械行业........................................................................................................ 23 3.1.2 家用医疗器械市场................................................................................................ 24 3.1.3 睡眠医学与呼吸机行业的发展............................................................................ 26 3.1.4 市场需求分析........................................................................................................ 28 3.2 呼吸机市场环境 ........................................................................................................... 283.2.1 国外呼吸机市场环境分析.................................................................................... 29 3.2.2 国内呼吸机市场环境分析.................................................................................... 29 3.2.3 国内外呼吸机市场比较........................................................................................ 29 3.3 本章小结........................................................................................................................ 30 第四章 竞争分析与市场定位................................................................................................31 4.1 行业竞争五力分析 ....................................................................................................... 31 4.1.1 现有竞争者............................................................................................................ 31 4.1.2 潜在新进入者........................................................................................................ 31 4.1.3 替代品.................................................................................................................... 31 4.1.4 供应商与客户........................................................................................................ 32 4.2 项目的 SWOT 分析 ...................................................................................................... 33 4.2.1 项目的优势（S）.................................................................................................. 33 4.2.2 项目的劣势（W） ................................................................................................ 34 4.2.3 项目的机会（O） ................................................................................................. 34 4.2.4 项目的威胁（T） ................................................................................................. 34 4.2.5 综合分析................................................................................................................ 35 4.3 项目的市场定位 ........................................................................................................... 35 4.3.1 目标市场定位........................................................................................................ 35 4.3.2 产品与服务定位.................................................................................................... 36 4.3.3 发展定位................................................................................................................ 36 4.3.4 项目经营的“五高原则” ........................................................................................ 36 4.4 本章小结 ....................................................................................................................... 37 第五章 管理团队与组织框架................................................................................................38 5.1 公司发展现状 ............................................................................................................... 38 5.1.1 团队现有销售能力................................................................................................ 38 5.1.2 企业信息化............................................................................................................ 38 5.1.3 企业文化................................................................................................................ 40 5.2 管理团队 ....................................................................................................................... 40 5.2.1 管理团队................................................................................................................ 40 5.2.2 培训机制................................................................................................................ 415.3 组织框架 ....................................................................................................................... 41 5.3.1 组织结构................................................................................................................ 41 5.3.2 管理风格................................................................................................................ 42 5.4 本章小结 ....................................................................................................................... 43 第六章 营销策略....................................................................................................................44 6.1 市场营销规划 ............................................................................................................... 44 6.1.1 营销总目标............................................................................................................ 44 6.1.2 营销战略................................................................................................................ 44 6.2 7P 营销策略................................................................................................................... 45 6.2.1 市场细分策略........................................................................................................ 45 6.2.2 产品策略................................................................................................................ 47 6.2.3 价格策略................................................................................................................ 47 6.2.4 促销渠道策略........................................................................................................ 48 6.2.5 形象策略................................................................................................................ 48 6.2.6 服务展示策略........................................................................................................ 48 6.3 服务营销策略 ............................................................................................................... 49 6.3.1 服务营销的一般特征............................................................................................ 49 6.3.2 服务营销九大原则................................................................................................ 50 6.4 销售模式 ....................................................................................................................... 52 6.4.1 推销模式................................................................................................................. 52 6.4.2 拉销模式................................................................................................................. 53 6.5 本章小结 ....................................................................................................................... 54 第七章 财务分析与风险管理................................................................................................55 7.1 全面财务预算表 ........................................................................................................... 55 7.2 综合分析 ....................................................................................................................... 60 7.3 投资方的介入和退出 ................................................................................................... 62 7.4 本章小结 ....................................................................................................................... 62 第八章 项目进程与发展计划................................................................................................63 8.1 项目建设安排 ............................................................................................................... 63 8.1.1 具体实施方案........................................................................................................ 638.1.2 项目推进时间安排................................................................................................ 64 8.2 项目发展规划 ............................................................................................................... 65 8.2.1 发展远景................................................................................................................ 65 8.2.2 战略措施................................................................................................................. 66 8.3 本章小结 ....................................................................................................................... 66 结 论........................................................................................................................................67