佛塑科技集团股份有限公司智能节能贴膜项目商业计划书
发布时间：2019-05-27 16:21
【摘要】：国务院发布的《关于加快培育和发展战略性新兴产业的决定》中,明确了重点发展的七大战略性新兴产业,其中节能环保被列首位,凸显了“发展节能环保产业”的国家战略地位。根据规划,到2020年,战略性新兴产业增加值占国内生产总值的比重力争达到15%左右。节能环保、新一代信息技术、生物、高端装备制造产业成为国民经济的支柱产业,新能源、新材料、新能源汽车产业成为国民经济的先导产业。本文以战略管理相关理论为基础,研究目标在于制定一份科学、客观、合理的商业计划书。论文首先对相关文献进行了回顾,包括智能膜材料综述、商业计划书、战略管理与战略的类型进行了文献回顾,为制定智能节能贴膜项目商业计划书奠定了理论基础。其次,对智能节能贴膜项目合作双方(佛塑科技和上海硅所)内部资源、能力和外部环境,包括政治环境、经济环境、技术环境以及市场需求、竞争环境进行分析,通过分析,得出智能节能贴膜项目符合国家产业政策、具备技术条件、组织管理整合的综合能力,目前建筑行业、汽车行业对新型的节能环保的智能贴膜具有很大的需求,该项目具有广阔的发展前景,为开展智能节能膜项目提供客观的依据与支持。合作双方强强联合,能够率先推出性能价格比高的智能节能贴膜新产品,未来可以在竞争中保持领先优势。通过对该项目进行SWOT分析、目标客户定位与选择、目标市场定位与选择和竞争优势选择分析,基于该产品具有温控智能、安全防爆、隐私功能,结合目前国内玻璃贴膜市场状况,智能节能贴膜项目将在布局国内玻璃贴膜中高端市场的基础上,积极开拓国外出口市场。目标客户选择将是建筑和汽车玻璃贴膜的中高端消费者。最后项目选择实施高差异与低成本相结合的战略,建立关键点高差异诉求,精准细分市场,以低成本创造高价值,成为行业中最优价值的供应商。根据项目定位制定了项目的实施方案,主要从项目选址、总平面图布置、工艺流程、厂房建设、主要设备、辅助生产设施等方面进行节能设计,提出节能技术措施,并进行了有效的节能总评估,确保项目开展过程符合节能减排的原则。在此基础上提出了项目生产组织、市场营销方案最后,本研究对项目的投资财务状况进行了分析。通过财务分析,可以清晰地了解到项目的成本构成以及利润空间,有利于项目更好地控制成本,把握风险,以增加项目成功的可能性。当该项目的产能利用率达到24%时能够达到盈亏平衡。同时对项目开展过程中可能出现的风险进行了预测,项目开展过程中可能出现的风险有技术风险和市场风险。综上分析,本研究认为该项目风险较小、可控性较强,项目可行。
[Abstract]:In the decision on speeding up the cultivation and Development of Strategic emerging Industries issued by the State Council, seven key strategic emerging industries have been identified, among which energy conservation and environmental protection have ranked first. It highlights the national strategic position of "developing energy saving and environmental protection industry". According to the plan, by 2020, the added value of strategic emerging industries will strive to reach about 15% of GDP. Energy saving and environmental protection, new generation of information technology, biology, high-end equipment manufacturing industry has become the pillar industry of the national economy, new energy, new materials, new energy automobile industry has become the leading industry of the national economy. Based on the theory of strategic management, the goal of this paper is to make a scientific, objective and reasonable business plan. Firstly, the related literature is reviewed, including intelligent membrane material review, business plan, strategic management and strategy type, which lays a theoretical foundation for the formulation of intelligent energy saving film project business plan. Secondly, the internal resources, capabilities and external environment, including political environment, economic environment, technological environment, market demand and competitive environment, are analyzed by analyzing the internal resources, capabilities and external environment of the cooperation parties of intelligent energy saving film project (Buddha Plastics Science and Technology and Shanghai Silicon Institute). It is concluded that the intelligent energy saving film sticking project accords with the national industrial policy, has the technical conditions and the comprehensive ability of organization and management integration. At present, the construction industry and the automobile industry have a great demand for the new type of energy saving and environmental protection intelligent film. The project has a broad development prospect and provides objective basis and support for the development of intelligent energy-saving membrane project. Strong cooperation between the two sides, can take the lead in the introduction of high performance-price ratio of intelligent energy-saving film new products, the future can maintain a leading advantage in the competition. Through the SWOT analysis of the project, the target customer positioning and selection, the target market positioning and selection and the competitive advantage selection analysis, based on the product has the temperature control intelligence, the security explosion-proof, the privacy function, Combined with the current situation of the domestic glass film market, the intelligent energy saving film project will actively open up the foreign export market on the basis of the layout of the domestic glass film middle and high end market. The target customer choice will be the construction and automotive glass film of the middle and high end consumers. Finally, the project chooses to implement the strategy of combining high difference with low cost, establishes the demand of high difference in key points, subdivides the market accurately, creates high value with low cost, and becomes the best value supplier in the industry. According to the project positioning, the implementation scheme of the project is worked out, mainly from the project site selection, general plan layout, technological process, plant construction, main equipment, auxiliary production facilities and other aspects of energy-saving design, and put forward energy-saving technical measures. An effective general evaluation of energy saving is carried out to ensure that the project is carried out in accordance with the principle of energy saving and emission reduction. On this basis, the project production organization and marketing plan are put forward. Finally, this study analyzes the investment financial situation of the project. Through financial analysis, we can clearly understand the cost composition and profit space of the project, which is helpful for the project to better control the cost and grasp the risk, so as to increase the possibility of project success. When the capacity utilization rate of the project reaches 24%, it can achieve break-even. At the same time, the possible risks in the process of project development are predicted, and the possible risks in the process of project development are technical risk and market risk. Overall analysis, this study believes that the project risk is small, controllability is strong, the project is feasible.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.7
本文编号：2486301
[Abstract]:In the decision on speeding up the cultivation and Development of Strategic emerging Industries issued by the State Council, seven key strategic emerging industries have been identified, among which energy conservation and environmental protection have ranked first. It highlights the national strategic position of "developing energy saving and environmental protection industry". According to the plan, by 2020, the added value of strategic emerging industries will strive to reach about 15% of GDP. Energy saving and environmental protection, new generation of information technology, biology, high-end equipment manufacturing industry has become the pillar industry of the national economy, new energy, new materials, new energy automobile industry has become the leading industry of the national economy. Based on the theory of strategic management, the goal of this paper is to make a scientific, objective and reasonable business plan. Firstly, the related literature is reviewed, including intelligent membrane material review, business plan, strategic management and strategy type, which lays a theoretical foundation for the formulation of intelligent energy saving film project business plan. Secondly, the internal resources, capabilities and external environment, including political environment, economic environment, technological environment, market demand and competitive environment, are analyzed by analyzing the internal resources, capabilities and external environment of the cooperation parties of intelligent energy saving film project (Buddha Plastics Science and Technology and Shanghai Silicon Institute). It is concluded that the intelligent energy saving film sticking project accords with the national industrial policy, has the technical conditions and the comprehensive ability of organization and management integration. At present, the construction industry and the automobile industry have a great demand for the new type of energy saving and environmental protection intelligent film. The project has a broad development prospect and provides objective basis and support for the development of intelligent energy-saving membrane project. Strong cooperation between the two sides, can take the lead in the introduction of high performance-price ratio of intelligent energy-saving film new products, the future can maintain a leading advantage in the competition. Through the SWOT analysis of the project, the target customer positioning and selection, the target market positioning and selection and the competitive advantage selection analysis, based on the product has the temperature control intelligence, the security explosion-proof, the privacy function, Combined with the current situation of the domestic glass film market, the intelligent energy saving film project will actively open up the foreign export market on the basis of the layout of the domestic glass film middle and high end market. The target customer choice will be the construction and automotive glass film of the middle and high end consumers. Finally, the project chooses to implement the strategy of combining high difference with low cost, establishes the demand of high difference in key points, subdivides the market accurately, creates high value with low cost, and becomes the best value supplier in the industry. According to the project positioning, the implementation scheme of the project is worked out, mainly from the project site selection, general plan layout, technological process, plant construction, main equipment, auxiliary production facilities and other aspects of energy-saving design, and put forward energy-saving technical measures. An effective general evaluation of energy saving is carried out to ensure that the project is carried out in accordance with the principle of energy saving and emission reduction. On this basis, the project production organization and marketing plan are put forward. Finally, this study analyzes the investment financial situation of the project. Through financial analysis, we can clearly understand the cost composition and profit space of the project, which is helpful for the project to better control the cost and grasp the risk, so as to increase the possibility of project success. When the capacity utilization rate of the project reaches 24%, it can achieve break-even. At the same time, the possible risks in the process of project development are predicted, and the possible risks in the process of project development are technical risk and market risk. Overall analysis, this study believes that the project risk is small, controllability is strong, the project is feasible.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.7
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，本文编号：2486301
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