本文是为中山 ZW 公司“LED 室内照明项目”融资而准备的商业计划书，从公司的 成立背景和发展战略、组织架构、商业模式、市场环境及竞争分析、市场营销策略、融 资方式及投资回报、财务与风险分析等方面，对中山 ZW 公司 LED 室内照明项目进行 了详细分析和规划，期望为项目融资 250 万元，为企业能按计划组建队伍，并迅速进 入目标市场，为投资者赢得可观的利润回报。本计划书不仅具有融资的重要功能，而且 对企业的发展具有战略性的指导意义。 LED（Light-Emitting-Diode）是一种直接将电能转化为可见光的半导体发光二极管， 突出的节能效果、环保效益，符合我国产业发展战略，成为最具发展前景的高科技技术， 具有良好的社会效益和广阔的市场前景。 中山 ZW 公司 LED 室内照明项目正是在这一大背景下成立的公司，成立一开始没 有选择对 LED 光源和灯具进行生产，这样的成本很高，风险很大，而是选择加盟德国 品牌公司 OSRAM，并负责 OSRAM 公司 LED 室内照明光源和相关配件在中山地区的 推广、销售及服务，同时成立研发部，借助 OSRAM 品牌公司技术，同步研究和开发适 合于室内照明的无线 LED 控制器和 LED 室内创意品，进行批量生产和销售，对客户提 供增值服务，目标市场定位于有人脉关系的大中型房地产公司或企业，利用自身的技术、 人才和区位优势，对产品、定价、渠道和促销策略进行有效的组合，达到营销的目的。 ZW 公司 LED 室内照明项目计划投资 250 万元，ZW 公司自筹资金 225 万元，政府 专项补贴 25 万，其余资金通过盈利投入。本项目以 5 年为计算周期，由 CAPM 计算 本项目所得贴现率为 17.0%，本项目动态回收期为 4.07 年，净现值为 83 万元，内部收 益率约为 27%，本项目有一定的投资风险，但是可通过有效途径进行防范。 本文采用商业计划书文体，对 LED 行业现状进行分析，展望其未来良好发展态势， 结合项目团队在技术、人才、区位、品牌等方面的优势，以及工商管理相关理论知识， 对本项目做出可行性分析和详细规划，充分展现了项目的良好前景与投资价值。 关键词，LED；室内照明；投资分析；品牌II Abstract This article is the business plan which Corporation “the LED interior lighting project” financing prepares for Zhongshan ZW, from aspects and so on company's tenable background and developmental strategy, organization construction, business model, market environment and competition analysis, market marketing strategy, financing way and investment repayment, finance and risk analysis, interior lighting project has carried on the multianalysis and the plan to Zhongshan ZW Corporation LED, expected finances 250 ten thousand Yuan for the project, is the enterprise can according to the plan creation troop, and the rapid inflight market, wins the considerable profit repayment for the investor. Not only this prospectus has the financing important function, moreover has the strategic guiding sense to enterprise's development. LED(Light-Emitting-Diode) is one kind transforms directly the electrical energy as the visible light semiconductor light emitter diode, the prominent energy conservation effect, the environmental protection benefit, conform to our country industry developmental strategy, becomes most has the prospects for development the high tech technology, has the good social efficiency and the broad market prospect. Zhongshan ZW Corporation LED interior lighting project is precisely the company which establishes under this big background, the establishment does not have the choice from the very beginning carries on the production to the LED photosource and the lamps and lanterns, such cost is very high, the risk is very big, but is the choice allies German Brand Company OSRAM, and is responsible for OSRAM Corporation LED interior lighting photosource and the correlation fitting in the Zhongshan area promotion, the sale and the service, simultaneously establishes the research and development department, with the aid of the OSRAM brand company technology, the synchronized research and the development suits in the interior lighting wireless LED controller and the LED room the creativity, carries on the volume production and the sale, provides the value-added service to the customer, the goal market locates in some human of arteries relations large and middle scale real estate company or the enterprise, uses own technical, the talented person and the geographical superiority, to the product, the fixed price, the channel and the promotion strategy carries on the effective combination, achieves the marketing the goal. ZW Corporation LED interior lighting project plan invests 250 ten thousand Yuan, ZW Corporation self-provides the fund 225 ten thousand Yuan, the government special subsidy 25 ten thousand, other funds through profit investment. This project take 5 years as theIII computation period, calculates this project obtained discount rate based on CAPM is 17.0%, this project dynamic recoupment period is in 4.07, the only current value is 830,000 Yuan, the internal returns ratio is approximately 27%, this project has certain investment risk, but may carry on the guard through the effective way. This article uses the business plan literary style, carries on the analysis to the LED profession present situation, will forecast its future good development situation, the union project team in aspect and so on technology, talented person, position, brand superiority, as well as the business management correlation theories knowledge, will make the feasibility analysis and the detailed plan to this project, has unfolded the project good prospect and the investment value fully. Key word: LED; Interior lighting; Investment analysis; BrandIV 目 录 摘要.........................................................................................................................................I Abstract ..................................................................................................................................... II 图表清单.................................................................................................................................VII 第一章 绪 论............................................................................................................................1 1.1 研究背景及意义.............................................................................................................. 1 1.2 文献综述.......................................................................................................................... 2 1.3 研究的内容和方法.......................................................................................................... 4 第二章 LED 室内照明项目介绍.............................................................................................6 2.1 项目所属公司概况.......................................................................................................... 6 2.1.1 公司简介................................................................................................................... 6 2.1.2 组织架构................................................................................................................... 7 2.1.3 人员配置................................................................................................................... 7 2.1.4 工资计划................................................................................................................... 9 2.2 LED 室内照明项目概况................................................................................................ 10 2.2.1 项目代理产品简介.................................................................................................. 11 2.2.2 自有产品的研发..................................................................................................... 11 2.2.3 自有产品的生产流程............................................................................................. 13 2.2.4 生产设备及产能配置............................................................................................. 14 2.2.5 项目的发展规划..................................................................................................... 15 2.3 本章小结........................................................................................................................ 17 第三章 项目的环境分析............................................