权威专家普遍认为,信息时代之后，人类社会将进入智能时代！智能化将会 成为未来社会的主流趋势，而用作看家守门的猫眼也必将会被智能化。Wi-Fi 版智能猫眼是将传统互联网和猫眼深度融合的一种新一代家庭视频监控、安防 及人文关怀类的智能化产品，该产品的面世必将彻底改变和完善光学猫眼的功 能，并彻底颠覆人类使用猫眼的生活习惯，因此，我打算联系张风超和几位志 同道合的同学，共同打造一个基于现有 Wi-Fi 网络和网盘存储的智能化猫眼， 为此起草本商业计划书。在本商业计划书中，研究了 Wi-Fi 版智能猫眼产生的 背景和意义；用 PEST 模型工具分析 Wi-Fi 版智能猫眼的外部环境；波特五力分 析模型对其所处的行业环境进行分析，用 SWOT 分析法进行项目的战略分析；在 市场营销方面，用 STP 分析法来细分市场、寻找目标市场并确定 Wi-Fi 版智能 猫眼的市场定位；用 4Ps 营销组合策略为 Wi-Fi 版智能猫眼项目制定营销战略； 运用财务管理知识对 Wi-Fi 版智能猫眼项目的经营进行预测，用静态投资回收 期和动态投资回收期分析法分析财务，对投资和可能出现的风险进行了预测， 最后得出 Wi-Fi 版智能猫眼项目切实可行，值得投资的结论。 关键词：Wi-Fi；智能猫眼；商业计划书MBA 学位 作者：王维安 Wi-Fi 版智能猫眼商业计划书 II Abstract Authoritative experts generally believe that after the Information Age, human society is going to entering the era of intelligence. Intelligence will be mainstream for future society and thus the cat eye used for housekeeping will must be intellectualized. The Wi-Fi version of intelligent cat eye is the next generation intelligent products which with the functions of house video monitoring, safety guarding, and humanistic concerning. It was generated from deep fusion of the classic internet and the cat eye. The production of it will thoroughly change the function of the cat eye, will thoroughly subvert the cat eye habitual use way. Therefore, I intend to associate with Zhang Fengchao and with several like-minded classmates to develop an intelligent cat eye. And the intelligent cat eye is based on Wi-Fi network and SkyDrive store. I have drafted the Business Plan including following issues: to investigate the background and meaning of production of cat eye; to analyze the outer environment of intelligent cat eye by PEST model; to analyze the industry environment by Michael Porter's Five Forces Model; to analyze the program strategy by SWOT analysis methods; to segment markets by STP analysis methods, to search target markets, and to establish the market position of intelligent cat eye; to make marketing strategy for intelligent “eye cat” (Wi-Fi version) by 4P marketing mix strategy; to predict management of intelligent “eye cat” program by using financial management knowledge; to predict the invest risks by static investment recovery period analysis and dynamic payback period analysis. Finally, integrate above factors we conclude that the project of Wi-Fi version cat eye is feasible and worth the investment. Key Words: Wi-Fi; Intelligent cat eye; Business PlanMBA 学位 作者：王维安 Wi-Fi 版智能猫眼商业计划书 III 目 录 一、研究背景与意义.........................................................................1 （一）研究背景............................................................................................1 （二）选题意义............................................................................................2 （三）研究内容和方法................................................................................4 二、项目介绍..................................................................................... 6 （一）项目概述............................................................................................6 （二）项目战略............................................................................................6 （三）项目团队和组织结构........................................................................7 三、Wi-Fi 版智能猫眼产品介绍....................................................10 （一）产品描述..........................................................................................10 （二）产品特色..........................................................................................11 （三）产品研发及制造..............................................................................12 四、Wi-Fi 版智能猫项目环境分析................................................15 （一）宏观环境分析..................................................................................15 （二）行业环境分析..................................................................................18 （三）SWOT 战略分析.................................................................................20 五、市场营销...................................................................................24 （一）STP 分析...........................................................................................24 （二）4Ps 营销组合策略...........................................................................26 （三）市场规模及增长趋势......................................................................28 （四）未来 3 年市场销售预测..................................................................29 六、财务规划...................................................................................30 （一）财务假设..........................................................................................30 （二）经营预测..........................................................................................31 （三）财务分析..........................................................................................33 （四）风险分析..........................................................................................35 七、融资需求...................................................................................37 （一）融资需求..........................................................................................37 （二）融资方案..........................................................................................37 （三）资金使用计划和进度......................................................................37 （四）投资回报计划..................................................................................38MBA 学位 作者：王维安 Wi-Fi 版智能猫眼商业计划书 IV （五）投资者介入公司管理程度的说明..................................................38 （六）退出机制..........................................................................................38 八、实施日程...................................................................................40 （一）实施时间表（甘特图）..................................................................40 （二）关键里程碑......................................................................................40 九、结论........................................................................................... 41