我国的纺织工业在国民经济中占有重要的地位。纺织工业在长期发展过程 中,积累了很多了许多矛盾和问题。随着国内纺织工业的发展,由规模扩张向 技术进步、产业升级转变,对高技术性能装备的需求将明显增长,需要配套高 品质的核心梳理元件——弹性针布,而直接决定弹性针布质量指标的是钢丝。 目前高质量的弹性针布钢丝已经被比利时贝卡尔特公司垄断,该公司已经向下 游产品发展,从原来的供应合作关系转入市场竞争关系,其不可预见的经营风 险明显增加,而国内弹性针布钢丝生产厂的技术进步速度无法满足行业龙头老 大——金轮科创公司产品的发展。本文从金轮科创战略发展角度出发,针对目 前国内弹性针布镀锌钢丝表面粗糙低,产品水平低档,在充分利用本公司现有 钢丝加工工艺的基础上,通过组织实施油淬火钢丝项目,自制满足公司产品需 要且达到国际先进水平的弹性针布钢丝,以降低公司的经营风险并提高企业的 核心竞争能力。 油淬火钢丝是弹簧钢丝中的高档产品,由于拉丝与热处理生产线投资大, 生产工艺复杂、质量控制难度大且对设备与操作人员的技术要求较高,一直未 能实现国产化生产。本报告以“市场前景分析一项目预算一项目建设一人员培 训一项目运营一效益评价”为主线,运用战略管理理论、项目管理理论、成本 管理理论、会计理论、风险管理理论对金轮科创公司的市场和客户、营销战略、 生产工艺、人力资源、组织架构、融资需求、基础设施以及材料与动力供给等 进行全面的计划和评价,同时也根据针布行业与油淬火钢丝发展现状和金轮科 创公司的具体实际情况,给出了实施本项目的结论和建议。 本文对项目的国内外市场环境、行业环境进行了详细的分析,对项目的准 备和实施也进行了较为具体的分析和设计,通过分析,认为金轮科创公司实施 油淬火钢丝项目符合国家调整纺织工业产业结构的宏观政策和本行业发展的要 求,项目产品的市场前景广阔,金轮科创公司各方面资源条件较为成熟,项目 的技术水平较为先进,运营后会带来很好的经济效益和社会效益。因此,金轮 科创公司实施油淬火钢丝项目是可行的,也是有必要的。 关键词:油淬火,钢丝,针布,策略,风险分析 I MBA学位报告 作者:汤华军 金轮科创油淬火钢丝项0商业计划书 Abstract With the development of domestic textile industry, it changes from scale enlargement to technical progress and industrial upgrading, so the demand for the high-tech equipment will significantly increase, correspondingly with the growth of the high-quality combing element named flexible card clothing whose quality is directly determined by the steel wire. At present, the best quality flexible card clothing is monopolized by Bekaert in Belgium, who has the development of the downstream products. Bekaert is now become a competitor from the original supplier partnership and its operating risks increases obviously in the market, meanwhile, the speed of the technical progress of domestic steel wire manufacturer cannot meet the development of industry leader-Geron. This article is from the perspective of Geron's strategy development, analyses the shortage of domestic galvanized steel wire with roughness surface and low quality level,making full use of the existing steel wire processing technology, implements the oil-tempered steel wire project to homemade the products to reach the international advanced quality level, in order to reduce the operating risk and improve the core competitiveness of enterprise. The oil-tempered spring steel wire is the high-end product, it has not been localized producing is because the huge investment of hairline finish and heat treatment production line, as well as the complex production process,difficult quality control and high technical requirements for both equipment and operators. This thesis is based on the main line of 'market analysis — project budget — project construction — personnel training — project operation — benefits evaluation', uses strategic management theory, project management theory, cost management theory, accounting theory, risk management theory to comprehensively plan and evaluate on Geron's market and customers, marketing strategies, production process, human resource, organizational structure, financing requirement, infrastructure and material power supply. Meanwhile, it also gives the conclusion and recommendation of the project implementation according to the development situation of clothing industry and oil-tempered spring steel wire, as well as the Geron's actual status. This article is detail analyzed both domestic and oversea markets and industry environments, carefully analyzes and designs the preparation and implementation of the project. Through the analysis, Geron's oil-tempered spring steel wire project is considered fit in with the macroeconomic policies of the national textile industrial structure adjustment and industry development requirement. The project is forecast a broad market due to Geron has various mature resource conditions and compared advanced technology, it will bring appreciable economic and social benefits. Therefore, Geron's oil-tempered spring steel wire project is feasible and necessaiy. Key words: Oil-tempered,steel wire, clothing, strategy, risk analyze II MBA学位报告 作者:汤华军 金轮科创油淬火钢丝项目商业计划书 目录 一.m s 1 (一)研究背景及概况 1 (二)项目建设的必要性 3 (三)研究思路和框架 4 二、市场分析 5 二、市场分析 6 (二)产品现状分析 6 (二)市场需求及预测 8 (三)市场风险分析 10 三、营销计划 12 (一)营销目标 12 (二)营销策略 13 四、生产运营计划 15 (一)项目概况 15 (二)生产工艺及设备选择 17 (三)原材料供应 20 五、组织机构及人力资源配置 21 (一)公司组织机构 21 (二)人力资源配置 22 (三)培训计划 23 六、投资估算及经济效益评价 24 (一)项目投资估算 24 (二)经济效益评价 26 in MBA学位报告 作者:汤华军 金轮科创油淬火钢丝项目商业计划书 七、项目风险分析 33 (一)SWOT 分析 33 (二)风险防范 35 八、项目实施要求和进度计划 36 (一)项目实施要求 36 (二)项目实施进度计划 36 九、结论和建议 38 (―)结论 38 (二)建议 38