保温建材创业计划书最终版.docx

保温建材创业计划书最终版.docx

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保温建材创业计划书最终版

保温建材创业计划书

团队成员

姓名

班级

指导老师

第一部分执行总结·····················································6

1.1项目背景·····················································7

1.2项目简介·····················································7

1.2.1产品简介··················································7

1.2.2企业文化··················································7

1.2.3市场分析··················································8

1.2.4营销战略··················································8

1.2.5财务状况··················································9

1.2.6风险分析··················································9

第二部分公司简介···················································10

2.1公司概况·····················································10

2.2公司概述·····················································10

2.2.1公司名称·················································10

2.2.2公司宗旨·················································10

2.2.3公司经营理念·············································10

2.2.4公司经营策略············································11

2.2.5相对价值增值·············································11

2.2.6公司设施···············································11

2.3公司股权结构················································11

2.4公司管理·····················································11

2.5人力资源管理·················································12

2.5.1人力资源安排·············································12

2.5.2公司招聘·················································13

2.5.3人工培训·················································13

2.5.4薪酬管理·················································14

2.5.5绩效管理·················································16

2.6电子商务····················································17

2.7公司战略规划················································19

第三部分产品描述·····················································20

3.1产品技术路线描述··············································20

3.2生产流程······················································21

3.3产品优势······················································21

3.4研究与开发····················································22

3.5产品价值······················································22

第四部分技术竞争力分析···············································24

4.1核心竞争力····················································24

4.2优势定位······················································25

第五部分市场分析·····················································27

5.1市场概述······················································27

5.2市场定位··············································28

5.3市场需求空间描述··············································28

5.4产品市场状况分析··············································29

5.5目标市场优势··················································30

第六部分营销策略······················································30

6.1产品策略······················································30

6.1.1产品品牌策略·············································30

6.1.2产品生命周期·············································31

6.2价格策略······················································31

6.2.1影响产品价格的因素·······································31

6.2.2定价目标·················································32

6.2.3定价方法·················································32

6.2.4产品的定价程序···········································32

6.3渠道策略······················································33

6.4促销策略······················································33

6.5服务政策······················································34

第七部分市场竞争性分析···············································35

7.1竞争环境······················································35

7.2pest分析······················································39

7.3swot分析······················································40

7.4项目可行性分析················································42

第八部分财务分析·····················································43

8.1资金需求量估算················································43

8.1.1资金需求量估算············································44

8.1.2股本构成及来源············································44

8.2成本费用估算··················································45

8.2.1人员工资·················································45

8.2.2销售及预计现金收入预算···································46

8.2.3成本与费用核算···········································47

8.2.4管理费用及摊销费用核算···································488.2.5期间费用核算···················································49

8.2.6营业税金及附加···········································50

8.2.7未来五年的效益预测·······································50

第九部分财务指标分析·················································54

9.1投资效益分析·················································54

9.1.1净现值···················································54

9.1.2获利指数·················································55

9.1.3投资回收期···············································55

9.1.4内含报酬率···············································56

9.1.5预计获利能力分析·········································56

9.2预计营运能力分析·············································57

9.3预计发展能力分析·············································59

9.4预计偿债能力分析·············································59

9.4.1短期偿债能力分析·········································59

9.4.2长期偿债能力分析·········································60

9.5盈亏平衡点分析···············································61

9.6经营安全系数分析·············································62

9.7本——量——利分析之敏感性分析·······························62

9.8社会效益分析·················································63

第十部分风险分析与应对措施···········································64

10.1风险与对策···················································64

10.1.1风险····················································64

10.1.2对策····················································64

10.2撤出方式·····················································65

10.2.1管理层收购··············································65

10.2.2员工收购················································6610.2.3企业并购················································66

10.2.4上市公司吸收合并风险企业································66

附录一墙体保温材料调查问卷···········································67

附录二问卷调查分析··············································69

第一部分执行总结

1.1、项目背景

2008年7月27日济南奥体中心篮球馆发生火灾，过火面积3000平方米。

如此严重的火灾事故背后隐藏的“罪魁祸首”竟是建筑外墙保温材料的防火性能不达标。

2009年4月20日，南京中环国际大厦发生重大火灾，大火从大厦南侧燃起，瞬间出现两条火龙。

两条火龙“并驾齐驱”，顺着风势迅速往上蔓延，仅十分钟火龙窜至顶部，着火总面积达400平方米。

经调查燃烧物主要是墙壁的保温层。

2010年11月15日，上海新安高层住宅楼发生“11•15”特大火灾，火势迅猛蔓延九个楼层，滚滚黑烟包围了整栋大楼，大楼“瞬间”毁之一炬。

此次

火灾损失严重，其中死亡人数达58人，重伤者有70多人，失踪人数多达56人。

事故暴露，此次火灾之所以如此迅猛源头是违规使用易燃外墙墙体保温材料。

2011年2月9日晚，央视新大楼北配楼发生火灾，夜幕下熊熊烈火直冲夜空，火势猛烈时焰高近百米。

一栋预算高达50亿人民币的电视文化中心就这样摧残在火焰中。

经调查此次火灾是烟花触及易燃的保温外墙墙体材料所致。

据公安部消防局不完全统计，2007年至2010年，引起严重后果的外墙保温工程火灾多达1359起。

高楼林立是现代城市的主要特征，难道这标志性的特征竟是最大的潜在危机？

如此悲痛的一幕幕，引起了全国人们的思考，更引起了建材业及国家政府机关的深思。

面对一次次血淋淋的教训，公安部在2011年下发“公消【2011】65号”文件：

《关于进一步明确民用住宅外墙保温材料消防监督管理有关要求的通知》。

其中明确指出：

“本着对国家和人民生命财产安全高度负责的态度，所有民用建筑外保温材料采用燃烧性能为A级的材料。

”

据国家在“十一五”规划中提出明确要求：

全国各类新建建筑要实现节能50%，重点城市达到65%，即由建筑节能改造逐步开展，大城市完成应改造面积的25%，中等城市完成15%，小城市完成10%。

因此，生产既能达到A1级保温防火，又能节能保温的新型防火保温材料已成为建材行业的必然发展趋势。

长沙华荣科技有限责任公司研发生产的新型防火保温材料正契合我国防火保温材料的发展方向，产品具有优良的防火保温特性，同时产品在“环保、低碳、节能、安全”方向上有广泛的应用意义。

1.2项目简介

1.2.1产品简介

华荣科技有限公司生产的新型环保防火保温墙体材料是由特种水泥、发泡剂、轻质骨料配以特定比例玻璃纤维及分散剂等材料，经过特殊工艺加工制成的无机保温隔热复合材料。

产品克服了传统外墙保温建材的施工工艺复杂，成本高，因不同结构之间膨胀系数不匹配导致开裂脱落，耐火性、抗老化性及耐久性差等的缺点；具有相对强度高，密度小，防火隔热性能优良，同时具有一定的消声功能。

其研究，开发与应用有利推动建筑行业的节能发展，有效降低能源消耗，减少温室气体的排放。

本产品的优良性能是目前国内外普通无机保温隔热板材无法达到的。

该产品适用于冬冷夏热地区的建筑物及重点防火单位，主要用于建筑物室内保温，减少建筑物内外热量交换，降低室内采暖能耗产品经过适当调整生产工艺还可以应用在屋面保温、地暖等。

与同类产品相比除优异的防火隔热效果好外还具有良好的吸声特性。

1.2.2企业文化

“肩负责任，服务民生”是长沙华荣科技有限公司的宗旨。

我们有一支专业、敬业、团结、创新的领导队伍。

倡导“团结高效，积极进取”的团队精神，积极贯彻“以质量谋发展，以服务为民生”的企业质量方针。

1.2.3市场分析

目前，我国既有建筑面积约430亿平方米，95%以上都是高耗能建筑，每年城乡新建建筑面积近20亿平方米，高耗能建筑面积竟然高达80%以上。

这些高耗能建筑面积的保温隔热性能普遍较差，单位面积采暖能耗是发达国家的2到4倍，而建筑采暖一般以燃煤为主，我国每年要为此排放二氧化碳1.9亿吨，二氧化硫300万吨，严重污染环境。

我们的竞争对手：

随着国家对建筑外墙保温材料的重视，外墙保温建材市场逐年蓬勃发展，各地生产保温建材的厂家如雨后春笋般诞生。

但是由于是新兴行业，绝大多数厂家生产技术落后，规模小，产量低。

少数形成规模厂家也多集中生产有机类保温建材。

据团队调研所知，目前生产保温建材规模技术较为成熟的产业基地集中在河北廊坊地区。

（竞争产品、竞争企业详细比较见本策划书第32页表6.1.1-1建材行业相关产品市场价格统计）

我们的竞争优势：

（1）、价格优势：

华荣产品价位定位900元/立方米，比竞争产品均单价低300元。

（2）、质量优势：

产品较竞争产品使用年限长10年；保温隔热性能较同类竞争产品高10个百分点；填补保温建材零售后服务空白。

（3）、政策支持：

华荣科技有限责任公司生产的新型墙体保温隔热材料属于环保节能产品，产品生产在认真贯彻落实《国务院批转国家建材局等部门关于加快墙体材料革新和推广节能建筑意见的通知》（国发〔1992〕66号）的基础上，享受《财政部、国家税务总局关于部分资源综合利用及其他产品增值税政策问题的通知》（财税〔2001〕198号）规定中的相关优惠税收政策。

1.2.4营销战略

“企业价值最大化，社会效益最大化”是我们公司发展的根本动力和最终目标。

产品具有自主知识产权，公司在第二年可收回投资，第三年净利润突破2000万元。

公司以“活下来，站起来”的营销理念狠抓质量、鼓励创新、优化服务以树立品牌形象。

公司将会采取价格策略、销售渠道策略、促销策略等方式对产品进行宣传和销售。

特别是公司在销售上实现网络控制，渠道上努力打造电子商务“网络航母”，力行“和谐营销”，实现公司与社会的可持续发展。

我们将有针对性的进行销售，利用最适合我们的方式，实现营销的飞跃，从产品包装到销售团队都凸显着“人无我有，人有我新”的特色。

特别的，公司将会及时定期从原材料供应商、风险投资商、销售客户代理商、客户四方面进行利益分析，公司力求让每一位加入我们的有蛋糕吃，吃好蛋糕。

1.2.5财务状况

从财务预算分析方面，我们将采取适当的筹资方式，合理有效地运用资金，将其投入生产运作。

在五年的经营期间内，年获得的净利润最低为517.46万元，最高为2523.01万元。

可见利润逐年增长，特别是在第三年突破了2000万元，表明产品有较强的获利能力，公司经营前景较好。

从财务效益上分析可知，毛利率最低为40%，最高为59.8%，净资产6839.26万元。

由此可见，产品的经营能力较好，有较强的获利能力，是一项值得投资的项目。

1.2.6风险分析

我公司对新型环保防火保温墙体材料的研制在中国建材市场提供的产品是开创性的，它新颖、环保、节能、与时俱进，在保温和防火方面都拥有区别于目前建材市场上的外墙防火保温材料的全新思路，能更及时、准确地满足目标消费群体的需求，并具有巨大的可开发空间和长足的发展后劲。

运用行业生命周期理论，我们的新型建材产品所处的是新型建材发展的第二个阶段——成长期，公司的成长将与新型建材市场的成长同步，我们可以牢牢把握住市场，掌握主动权，降低市场风险。

根据我国政府对建筑行业的相关规定，政府将大力推进节能建筑材料的发展，积极采购推广新型节能建筑材料，努力实现更高水平的建筑节能。

这将进一步加快新型建材市场发展的力度。

所以可以看出我们的企业是为中国建材市场提供建设服务的，将会得到政府的一系列政策扶持，无疑会给企业的发展提供有力的支持和广阔的发展空间，使风险进一步降低。

同时，在公司运作上，采取与大公司合作的宣传效应，即我们采用山水集团生产的水泥山水集团在宣传、销售自己的产品的同时宣传我们的产品，达到互利共赢，一起开拓市场的目地。

公司下一步也将与更多的公司合作，使市场运作风险降到最低。

综上所述，在中国建材市场快速发展和竞争日益激烈的今天，选择我公司的项目，是明智之举和不二选择。

第二部分公司简介

2.1公司概况

长沙华荣科技有限公司是集新型材料的研制开发、生产、销售为一体的高新科技企业。

公司拟建于2014年2月，注册资金为1200万元人民币。

我们立志将产品由湖南省推至在全国，乃至全球，让科技创新带来的方便走遍世界。

做科技的引领者也是长沙华荣有限公司的初衷所在。

“思想有多远，我们就要走多远”，华荣是一家致力于新型建材行业发展并注重科技创新和追求卓越的公司，我们的领导队伍和员工专业敬业、团结拼搏、责任奉献、激情创新。

公司将招聘员工60人，其中各类管理和专业工程技术人员8人。

公司拥有强大的第三方力量支持，在受到政府大力扶持的同时与各大型建材超市等专业公司强强联合，销售渠道广泛、市场空间广阔，保证了新技术转化为产品的可操作性；并与湖南商学院、三一重工等机构建立合作关系，提高企业的权威性和