RFID技术是物联网的最核心的技术之一。物联网是当前世界新一轮经济和 科技发展的战略制高点之一,世界各主流国家先后都提出了物联网发展战略,全 球掀起新一轮物联网狂潮。我国物联网发展与全球一样处于起步阶段,初步具 备了一定的技术、产业和应用基础。同时作为国家十二五规划中大力发展的 战略性新兴产业,物联网RFID产品必将得到迅速发展。 本在客观、科学的基础,结合了创业学、战略管学、市场营销、组织 行为、人力资源、运营管理、财务管理、和风险管理学的相关理论知识,从实践 的角度,对于0公司RFID标签与读写器项目进行了全面而有效的探讨,目的在 于理清创业思路,为公司实施项目提供决策信息,同时也为该项目在具体实施中 的提供重要指引。 文章首先对创业前景和资源的进行了分析和挖掘,再分析了内外部的环境, 通过SWOT分析,作出战略选择,确定了独特的商业模式;设计了基于STP的营 销计划,并对运营过程的关键环节进行了细分与控制;分析并预测了各种财务指 标;进行了风险的识别和控制分析。最终得出项目可性的结论。 目前,项目已经幵始实施,并且通过半年多的运行,情况良好。相.信,在我们团 队的不懈努力下,公司一定前程似锦。 关键词:商业计划书;商业模式;电子标签;RFID读写器;物联网 Mingfe论义 作各:胡俭 RF1D碎签和闽立器项口的Q业H W书 ABSTRACT RF1D technology is one of the core technologies of the Internet of things (10T). Currently, the IOT is one of the strategic commanding point of a new round of development of the world economy and science and technology, the global mainstream countries have put forward the development strategy about the IOT in succession. And whole world have set off a new round of IOT wave. As same as the world's. China's IOT development is in its infancy, initially with technology, industry and application of some basic. The RFID of IOT is thought to be the strategic emerging industry at the Twelfth Five-Year Plan; its products will be developed rapidly. The paper researches base on the objective and science, and combine from entrepreneurship, strategic management, marketing, organizational behavior, human resources, operations management, financial management, and risk management theories. It conducts a comprehensive and effective study for O company RFID tag and reader project from the practical point of view; which aims to clarify business ideas and provide decision information and important guidance for the implementation of this project. Firstly, the business prospects and resources are analyzed, and then the internal and external environment is mined. Through the analysis of SWOT, the strategic choice is made and the unique business mode is defined. At the same time, to get feasibility of the project, our team design the marketing plan on base of STP、divide and monitor the key links of operation process、predict and analyze the various financial indicators、 identify and analyze and control risks etc. At present, the project has been launched; it is in good condition after more than half a year of operation. O company must have a bright future through our team work Key Words: Business Plan; Business Model.; RFID Tag,; RFID Reader and Writer; Internet of Things MBA学位 作荇:胡俭 RFID标签和阅读器项0的商业汁划书 目录 弓I* 1 (一)创业背景 1 (二)创业动机 3 (三)创业团队与公司筹划 4 (四)创业资源发掘 5 二、战略选择 7 (一)宏观环境分析 7 (二)物联网RFID行业分析 10 (三)SWOT分析 12 (四)轻资产的商业模式选择 14 三、RFID项目的营销计划 16 (―“)购买者行为分析 16 (二)RFID项目的市场细分、目标和定位 17 (三)RFID项目的营销组合 24 四、RFID项目的组织与实施 34 (一)面向客户的组织结构设计 34 (二)激励机制 36 (三)项目实施 38 (四)质量保障 42 五、RFID项目的财务分析与预测 44 (一)丌办初期的资金需求预算 44 (二)盈亏平衡点分析 45 (三)未来五年的投资收益预期 46 六、RFID项目的风险与控制 49 (-)识别风险 49 (二)控制对策 50 (三)退出机制 51