近年来，我国内经济高速发展，社会对交通安全要求提高，我国早期建设的高速公 路的波形护栏，主要基于当时的标准，安全防护性能较低，安全防护不能满足新型国家 标准的要求，近年来特别是车辆撞防护栏造成的安全事故不断，国新的国家标准于 2014 年 1 月颁布，对护栏防撞能力的评价做出新的要求。尽快研究旧护栏改造改造技术，并 保证进行改造后的安全护栏防护性能的经过检测可以满足要求，具有十分广大的市场前 景。 本文以 HS 项目技术优势为基础，用 SWOT 分析方法、财务分析方法和大客户营销 理论，通过对旧护栏改造项目的概述、项目发展环境、营销策略、投资收益情况以及风 险对策的研究，为今后该相关行业的投资提供借鉴。 报告的第一章，介绍了项目背景及高速旧护栏改造的项目概况，分析了项目研究的 意义、研究目标及研究框架，为下文的分析奠定了基础。 报告的第二章，从外部发展环境分析旧护栏改造项目所处的政策、经济、社会及行 业技术环境。 报告的第三章，从项目内在发展条件分析了项目公司的基本情况，项目公司的人才 团队、市场网络、财务情况以及项目的技术特点。 报告的第四章在前文分析基础上，进一步站在投资者挑剔的投资眼光基础上，分析 了项目未来的发展策略。从高速公路旧护栏改造的市场分析看，旧护栏改造项目发展机 会巨大，但大市场是必然催生更多的市场竞争者。如何在竞争中脱颖而出，是本章论证 的重点。本项目对项目市场发展进行精准定位后，对发展的机遇和挑战进行了透彻的分 析，进而提出了针对本项目的大客户营销策略，并进行了深入的探讨和论证。 对于潜在的投资者而言，旧护栏的改造项目是否值得投资，不仅从理论上，也要从 数据上得以验证。报告的第五章结合 HS 项目情况，在旧护栏改造技术分析的基础上， 进一步论述了旧护栏改造项目的社会效益、经济效益和环保效益。由此得出，旧护栏改 造项目将在未来四年内实现盈亏平衡，并在可预见的十年，将给公司带来高利润、稳步 增长的营业收入。 在旧护栏改造项目运作过程中，受项目环境因素和人为因素的影响，会难以避免的 出现风险。因此，本文第六章在分析项目环境的影响因素后，对项目开展前的风险识别 和控制、项目实施过程中的风险控制和风险转移等，进行了较为详细的论述。II 本报告旨在对传统高速公路行业的旧护栏改造和再生利用的研究和投资提供参考， 符合当代对于高速公路大修的时代要求。 关键词，商业计划书；高速公路；旧护栏改造；发展方案III Abstract With the developing safety requirements of our economy and society, the early construction of highway in our country the waveform guardrail, already cannot meet the requirement of the safety protection, due to the low safety performance. Especially in recent years, safety accidents caused by vehicle bumping guardrail, countries have promulgated the new national standard specification for guardrail anti-collision ability. The study of barrier reconstruct, to ensure that the safety barrier protection performance after the modification of tested, will have a very broad market prospects. Based on technical superiority of HS project, this paper used SWOT analysis method, financial analysis method and Key Account/KA theory, to study the environment, the sale strategies, investment profit and risk aversion of the old fence project, hope to provide a reference for the future investment in the related industries . The first chapter introduces the project background and the overview of expressway guardrail regeneration project, and then the significance of research projects, research objectives and the research framework, which to be the foundation for the following analysis. The second chapter analysis from the external environment of the expressway guardrail regeneration project, such as policy environment, economic environment, social environment and technology environment. The third chapter analyzes the situation of the project company : HR, marketing, finance, and technical privilege . On the basis of further investment perspective, the fourth chapter analyze the project's future development strategy. After making sure the accurate market positioning, based on the KA theory, this chapter analyze the opportunities and challenges for the development. For potential investors, whether a project is worth of investment, should be verified not only in theory, but also from the data. On the basis of technical analysis of the project, chapter five discusses the social, economic and environmental benefits. It shows that the project will achieve break even in the next four years, and in the foreseeable decades, the company will bring high profits, revenue steady. Expressway guardrail regeneration project will be influenced by the environmental factors and human factors, it will be difficult to avoid the risk. Therefore, this sixth chapter analyzes the influencing factors in the project environment, risk identification and process ofIV risk control and risk transfer, etc.,. This paper aims to provide a reference to the research and investment of the traditional highway guardrail industry and recycling, in line with contemporary requirements for highway overhaul era. Key words，project plan；high way；old fence regenerate；development planV 目 录 摘要.........................................................................................................................................I ABSTRACT ............................................................................................................................. III 图表清单............................................................................................................................... VIII 第一章 绪 论.......................................................................................................................... 1 1.1 项目背景及概况 ............................................................................................................. 1 1.1.1 项目背景.................................................................................................................. 1 1.1.2 高速旧护栏改造项目概况...................................................................................... 1 1.2 项目研究的意义 ............................................................................................................. 7 1.3 文献综述 ......................................................................................................................... 8 1.3.1 SWOT 分析方法....................................................................................................... 8 1.3.2 财务分析方法.......................................................................................................... 8 1.3.3 大客户营销理论...................................................................................................... 8 1.4 报告研究目标及研究框架 ............................................................................................. 9 第二章 项目外部发展环境分析............................................................................................ 11 2.1 政策环境 ....................................................................................................................... 11 2.1.1 国家高速公路政策................................................................................................ 11 2.1.2 GD 省内高速公路政策概况 .................................................................................. 12 2.2 经济环境 ....................................................................................................................... 12 2.3 技术环境 ....................................................................................................................... 13 2.4 社会环境 ....................................................................................................................... 15 2.5 小结 ............................................................................................................................... 15 第三章 项目内部发展条件分析............................................................................................17 3.1 项目公司基本概况 ....................................................................................................... 17 3.2 项目公司人才团队情况分析 ....................................................................................... 18 3.3 项目公司市场网络情况 ....................................................................