本商业计划书通过 J 公司融资开发个性化护肤品定制项目的研究，为相关债权人提 供充分的项目投资信息，计划通过债权融资方式为项目筹集部分资金用于项目运作；同 时，本商业计划书针对 J 公司个性化护肤品定制项目的市场环境、运作方式、营销计划、 成本控制及财务计划等作出分析，为项目的成功运作提供必要的可靠依据。 计划书通过 SWOT 分析法对项目的竞争环境作了详细分析。分析显示，个性化护 肤品定制项目具有三大差异性优势，1，以需求为导向的零库存创新商业模式；2 应用先 进技术和传统产业相结合的网络个性化服务系统；3 使用创新专利技术的柔性单件生产 平台，在竞争中具有独特的创新优势，填补了市场空缺，具有较强的竞争力。 计划书还将资金筹措计划和财务指标作为重点进行了分析。商业计划中，J 公司预 计共需投入资金 2009.03 万元，其中固定资产投资 91.20 万元，流动资金 1917.83 万元。 公司计划自筹 1009.03 万元，剩余 1000 万元向银行或其他债权人融资。经测算，若该项 目成功开发，J 公司 6 年可获平均销售收入 8344.00 万元，利润总额 2700.68 万元，净利 润 2025.51 万元，投资利润率 134.43%，收益远高于市场平均水平。财务内部收益率为 69.80%，说明该项目真实收入水平较高。 通过敏感性分析和风险性分析显示，与项目收益相关的主要因素为销售价格，售价 变动对项目利润状况影响极大；影响项目风险的主要因素为政策风险、管理风险和市场 风险，通过采取相应对策，总体而言风险是可控的，对项目无法构成威胁。 在对本次商业计划的各个相关影响参数作出详尽分析后，结论认为，J 公司个性化 护肤品定制项目具有投资收益高、运作周期短、风险可控的优点，具有较大的发展空间。 关键词，计划书；财务分析；风险分析；护肤品个性化定制II Abstract Through researches on J Company financing and developing the customization project of individualized skin care products, the Business Plan provides adequate information on project investment to the relevant creditor, in a bid to finance some capital for the project operation by debt financing; in parallel, by making analysis on the market environment, operation way, marketing plan, cost control, financial plan, etc. of the customization project of individualized skin care products of J Company, the Business Plan provides necessary reliable basis for successfully operation of the Project. On the basis SWOT analytic approach, the Business Plan makes specific analysis on the competitive environment of the Project. As is shown by the analysis, the customization project of individualized skin care products has three differentiated advantages: 1. adopting innovative zero-inventory business model oriented by market demands; 2. using individualized VIP network service system with a combination of advanced technology and traditional industry; 3. employing flexible single producing platform with innovative patent technology, which is characterized by unique innovative advantage in competition and fairly strong competitive edge, thus filling the market vacancy. The Business Plan also gives priority analysis on financing plan and financial index. Under the Business Plan, it is estimated that a total of RMB 20,090,300 will be invested by J Company, of which, RMB 912,000 is invested on fixed assets and RMB 19,178,300 is used as current capital. The Company plans to raise a fund of RMB 10,090,300 independently on its own, and finance the remaining RMB 10,000,000 from banks or other creditors. According to estimation, if the Project is successfully developed, in 6 years, J Company will gain average sales revenue of RMB 83,440,000, a total profit of RMB 27,006,800, net profit of RMB 20,255,100, and return on investment at 134.43%, making the income far higher than the average market level. The financial internal rate of return is 69.80%, a strong indication that the Project is a fairly high in its real income level. As is shown by sensitivity analysis and risk analysis, the sale price is the major factor relevant to project incomes, and the variation of sale price exerts great influence on the Project's profit status; the policy risk, management risk and market risk are major factors that affect the Project. On the whole, by adopting appropriate countermeasures, the risk is controllable without constituting a threat to the Project. After specific analysis on each relevant influential parameter, the Business Plan makes a conclusion that the customization project of individualized skin care products of J CompanyIII has advantages of high investment income, short operation cycle and controllable risk, thus possessing fairly large development potential. Key Words: Plan; Financial Analysis; Risk Analysis; Individualized Customization of Skin Care ProductsIV 目 录 摘要...........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表清单.................................................................................................................................VII 第一章 绪 论............................................................................................................................1 1.1 背景和意义...................................................................................................................... 1 1.2 文献综述.......................................................................................................................... 2 1.2.1 商业计划书写作的相关文献................................................................................... 2 1.2.2 护肤品行业的相关文献........................................................................................... 2 1.2.3 护肤品营销的相关文献........................................................................................... 3 1.2.4 护肤品定制与“人工智能及柔性生产”的相关文献 ............................................... 4 1.2.5 护肤品定制与“竞争策略及营销策略”的相关文献 ............................................... 5 1.3 主要内容及研究方法...................................................................................................... 6 第二章 项目概况......................................................................................................................7 2.1 项目背景介绍.................................................................................................................. 7 2.1.1 整合技术资源，建立核心竞争力........................................................................... 7 2.1.2 创新科学护肤理论，奠定品牌发展基石............................................................... 7 2.1.3 建立高标准护肤品生产基地................................................................................... 8 2.1.4 适应市场变化、探索创新商业模式....................................................................... 8 2.1.5 J 公司经营理念，共赢、健康、快乐 ..................................................................... 8 2.2 项目介绍.......................................................................................................................... 9 2.2.1 产品和服务............................................................................................................... 9 2.2.2 定制流程................................................................................................................... 9 2.2.3 项目的准备状况..................................................................................................... 10 2.2.4 商标和专利............................................................................................................. 11 2.3 本章小结........................................................................................................................ 11 第三章 行业市场现状与发展趋势分析................................................................................12 3.1 护肤品行业分析............................................................................................................ 12 3.1.1 护肤品市场现状..................................................................................................... 12V 3.1.2 护肤品市场发展特点.............