本文是南昌贝欧特医疗设备有限公司为了实施欧普乐喉罩市场推广项目而撰写的 面向公司董事会的投资可行性分析商业计划书。本计划书包括了，项目背景介绍、行业 分析、竞争分析、人力资源评估、赢利模式介绍和财务分析几方面内容。 文章首先介绍喉罩产品的研究发展历史出发，着重阐述了该类产品在当代全身麻醉 手术中所起的重要作用以及广泛的市场需求。接下来对目前国内喉罩行业的综合状况进 行了具体的测算，以专家意见为参考，以数据为支持，对国内喉罩的需求量进行了较为 精确的预测。 在此基础上对喉罩生产制造行业进行了认真分析和对比，并对南昌贝欧特公司的优 势劣势进行了客观评估，最后得出结论，喉罩市场是一个增长潜力巨大，且值得进入的 市场；贝欧特公司在欧普乐喉罩项目的运营上优势大于劣势，机会大于威胁，项目成功 实施具有很大的可能性。在赢利模式的选择上，贝欧特公司运用分销代理与直销同时并 举的方式力求在最短的时间内拓展市场份额，与客户建立长期稳定的合作关系，以此来 实现公司业务的成长和赢利水平的提高。最后本文对项目的可行性进行了详尽专业的财 务分析，力求以数字说话，通过缜密的财务指标计算，来评估项目的可操作性和赢利性。 本文在分析论证的过程中综合运用了了 SWOT,波特五力竞争模型，4P 营销理论， 关键因素分析等多种理论，对项目的可行性进行了论证。并在财务分析中运用了内部收 益率、净现值分析、盈亏平衡分析等财务指标对项目的赢利性进行了充分的论证，最后 得出结论，南昌贝欧特公司的欧普乐喉罩项目具有非常好的市场前景，并且具有较高的 赢利性和可操作性。 关键字，欧普乐喉罩；波特五力模型；4P 营销；贝欧特公司ABSTRACT This paper to explore Nanchang Beioute medical equipment was launched in OPLAC investment project feasibility and market prospects. The article included: project backgrounds, industry analysis, competition analysis, productiveness analysis and financial analysis. The commercial proposal plan first introduced LMA products from the research and development of history, then emphasized on the important role played by LMA, and proved its good prospects for development and extensive market demand. On the basis of above information, the paper carried out a detailed analysis of the situation. We concluded that biotek companies in the industry had strong competition and the current Beioute companies on the project Maou Bullock LMA advantages than disadvantages, opportunities than threats, the project has a higher degree of feasibility. On the productiveness chosen, company used promotion of good pre-sale, sale, after-sale service to stimulating consumer demand. With this marketing strategy, biotek can received its investment quickly and have a good financial return. In the analysis frame, this paper used Porter five of the Model, SWOT analysis framework, 4 P (product, price, promotion, channels) theory, key factors analysis to evaluate feasibility of project. At the same, figuring speak through careful calculation of the financial indicators to assess project feasibility and profit. And using a variety of financial indicators for the future of the project is expected receipts were assessed. In addition, the article also from the domestic and international market environment, enterprises with large practice and practice and practice, the operational risks, technical risks, and policy direction on enterprise risk the survival and development environment for the conduct of the assessment, and address the potential risks may arise given the response measures to ensure the implementation of the project possible problems can be effectively solved. Finally, we concluded this project has a good market prospective, high possibility of operation and good financial return. Keyword，biotek company; OPLAC; Business Plan目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 第一章 绪 论........................................................................................................................1 1.1 计划书的目的与意义...................................................................................................... 1 1.2 报告选题的背景和意义.................................................................................................. 1 1.3 文献综述.......................................................................................................................... 2 1.3.1 整合营销战略概述................................................................................................... 2 1.3.2 产业环境分析........................................................................................................... 3 1.3.3 4P 营销组合............................................................................................................... 4 1.3.4 4P 营销组合的三个特点........................................................................................... 5 1.3.5 新产品定价策略....................................................................................................... 5 1.4 研究方法及主要内容...................................................................................................... 6 1.5 本章小结.......................................................................................................................... 7 第二章 喉罩产品市场分析....................................................................................................9 2.1 喉罩技术的发明背景...................................................................................................... 9 2.2 喉罩产品目前的发展状况............................................................................................ 10 2.3 喉罩行业分析................................................................................................................ 12 2.3.1 市场容量................................................................................................................. 12 2.3.2 国内需求分析......................................................................................................... 12 2.4 市场竞争分析................................................................................................................ 14 2.4.1 目标市场分析......................................................................................................... 14 2.4.2 竞争状况分析......................................................................................................... 14 2.5 本章小结........................................................................................................................ 16 第三章 贝欧特公司介绍......................................................................................................17 3.1 公司概况........................................................................................................................ 17 3.2 欧普乐系列产品特点.................................................................................................... 18 3.3 建立起供产销的规范化程序........................................................................................ 19 3.4 建立了比较完善的销售网络........................................................................................ 203.5 本章小结........................................................................................................................ 20 第四章 喉罩产品营销策略组合..........................................................................................21 4.1 商业模式概述................................................................................................................ 21 4.2 整体营销策略................................................................................................................ 22 4.2.1 指导思想................................................................................................................. 22 4.2.2 具体内容................................................................................................................. 22 4.3 产品形象策略..........................................................................