“十二五”规划中物联网被正式列为战略性新兴产业之一,作为物联网重要组成部

分的车联网也得到了各汽车厂商的着重关注,各大汽车厂商纷纷将其视为推动汽车市场

的新亮点。而其他相关产业环节也将车联网视为产业发展的新方向,投入了巨大力量以

抢占市场先机。

本文以 DS 品牌汽车的车联网项目作为研究对象,运用战略管理、财务管理、市场

营销、消费者行为学等理论,从市场需求、产品规划、商务模式、投资收益、风险管理

等各方面详细阐述了车联网项目的商业计划。

本文首先进行国内车联网的市场环境分析,包括政治法律、经济环境、社会文化及

技术环境。介绍了国外以及国内车联网的发展现状,对车联网产业链进行了说明及分析,

并利用五力模型对国内车联网行业环境进行了分析。然后利用 SWOT 分析法从政策、市

场、技术、文化等方面分析了在国内开展车联网项目的有利因素和不利因素。

其次,在分析了市场环境后,接着从市场成长、消费者需求、竞争对手方面进行了

分析,并制定了项目的商业模式及营销目标。然后使用 STP 市场分析方法从市场细分、

目标市场选择以及市场定位等方面进行了分析。最后使用 4C 营销分析方法制定了详细

的营销组合策略。

再次,对项目进行财务分析,根据之前制定的市场定位、商务模式及营销组合策略

预测市场情况,以作为财务测算的项目假设,此外还预测了各项成本、未来收益和现金

流,并根据财务测算进行财务评价及相应的对策,探求项目的可行性。最后进行风险管

理,通过风险的识别、评估、应对及风险的管控力求将风险降至最低。

关键词:车联网;商业计划书;商务模式

ABSTRACT

The Internet of things(IOT) was officially listed clearly as one of strategic emerging

industries in the 12th five-year plan. As an important part of IOT, Telematics also got the car

makers to vigorously focus. Each big car makers take it as a new bright spot to promote car

sales in market. And other related industries also take Telematics as a new direction of the

development of the industry, has invested enormous power to seize market opportunities.

In this paper, we take DS Telematics project as the research object, using the strategic

management, financial management, marketing and consumer behavior theory. Elaborate

business proposal of telematics project from various aspects such as market demand, product

planning, business mode, investment income, risk management and so on.

Firstly this paper analyzes domestic telematics market environment, including the

political and legal environment, economic environment, social culture and technology.

Introduces the development situation of foreign and domestic telematics, telematics industry

chain for description and analysis, and by using the Five-force Model telematics industry

environment are analyzed. Then use the SWOT analysis method from the aspects of policy,

market, technology, culture and other telematics projects in China are analyzed in the

favorable factors and unfavorable factors.

Secondly, after analyzing the market environment, and then from the aspects of market

growth, consumer demand, competitors are analyzed, and made the project business model

and marketing objectives. Then use STP market analysis method to analyze the market

segmentation, target market selection and market positioning, etc. Finally using the 4C

marketing analysis method formulates detailed marketing mix strategy.

Thirdly is to analyze financial situation of the project. According to market positioning,

business model and marketing mix strategy made in previous chapters, we predict the market

situation as financial assumptions to measure profitability of the project, and also forecast the

costs, future income and cash flow. Explore the feasibility of the project according to the

profitability analysis and the corresponding countermeasure. Final chapter is the state of risk

management. To minimize project risk through the risk identification, assessment,

countermeasure and risk control.

Keywords: Telematics;Business Proposal ;Business Mode