I 开发智能门禁系统的商业计划书 摘要 2015 全年国内生产总值突破 65 万亿元大关，达到 67.7 万亿 元人民币，比上年增长 6.9%。2015 年全国固定资产投资突破 55 万亿元同比增长 10%。进出口总值去年下降 7% 出口好于全球主 要经济体。宏观经济的换挡降速和传统产业的转型升级成为国家 的现状和重点发展策略。为之提出了万众创业和创新的方针，并 配以多种优惠政策支持中小企业发展。 在以上宏观环境下，在被称为智能家居元年的 2014 年里， 各式各样的智能家居产品层出不穷。现今市场上可以看到大量智 能产品投放市场，包括智能插座、智能灯泡、智能空调，智能窗 帘，智能手表等智能家居产品。本公司的愿景是聚焦于智能门禁 系统，为全世界人民提供更安全舒适和便利的家而奋斗。 在各种智能家居产品纷纷涌现的当下，智能门锁有望成为下摘要 II 一个最有前途的智能家居产品，据相关报告显示，目前我国锁具 行业的总产值达 600 亿元以上，其中智能门锁行业总产值约为 60 亿元，在 2016 年智能门锁的普及应用或许将成为新趋势。在发达 国家中，日韩的智能门锁已经占有民用锁 70%的市场份额，欧美 智能门锁已经占有民用锁 50%的市场份额。目前国内智能门锁只 占有 2%的市场份额，根据艾瑞咨询 2011 年的预测，仅指纹门锁 在中国拥有至少 1000 亿的市场容量，60%的市场增加率。随着居 民生活水平不断提高，对具有高便捷和安全的智能产品需求日益 增加。智能识别技术在锁具中的应用越来越广泛，智能门禁系统 正日益被人们接受成为家装市场的消费新宠。 本公司试图通过技术和商务模式的创新，开发新一代智能门 禁系统实现大幅提高门禁系统的安全性，便利性和人性化程度。 技术创新在于门禁系统智能手机化，商务模式创新在于智能门禁 市场小米模式化。 两种模式虽然有很大的创新和突破，但在不同领域都具有很 多成功先例。具有很好的可行性和操作性，盈利模式也有很多案摘要 III 例可以借鉴。公司有信心融合不同模式不断创新为提高居民生活 水平，国家的现代化发展做出应有的贡献。 关键词 智能门锁 智能门禁系统 商业计划 竞争分析 差异化战略 互联网平台Abstract IV BUSINESS PLAN OF SMART LOCK SYSTEM ABSTRACT The Gross Domestic Product (GDP) of China is over 65 trillion CNY in 2015, reaching 67.7 trillion CNY, with growth rate 6.9%. The national investment in fixed asset is over 55 trillion CNY in 2015, with growth rate 10%. Gross value of imports and exports decreased 7% and value of exports is higher than other main global economic entity. The shift to speed down of Macroeconomic and transformation and upgrading of traditional industries is becoming the national current situation and key development strategy. Therefore, entrepreneurship development and innovation are proposed with a variety of preferential policies to support development of small and medium-sized enterprises. In such macro environment, in the 2014 called smart home primary era, lots of smart home products were developed all the time. As you can see many smart devices were launched, such as smart socket, smart lighting, smart Air-condition (AC), smart curtain, smart watch and so on. Corporation vision of us is trying to provide more comfortable and convenient home for human beings. Smart lock is expected to become one of the most promising smart home products among all kinds of new launched products. According to relevant report, gross value of locker industry is about 60 billion CNY, including smart lock industry's 6 billion CNY. ThereAbstract V will be a trend to popularize and apply smart locks. In developed countries, market share of smart locks is about 70% in Japan and South Korea and about 50% in Europe and USA. So far the market share of smart lock is only about 2% in China. According to the forecast of Iresearch in 2011, the total market capacity of fingerprint lock will be over 100 billion CNY, with 60% market share growth. As improving of people's living level, demand of high-convenient and safe smart locks are increased. Smart lock is becoming more and more widely used, smart entrance guard system is one of the most popular one in home decoration market. Corporation goal is developing a new generation of smart entrance guard system for more safety, convenience and user friendly through innovation of technology and business model. Technology innovation is introducing smart phones and business model innovation is introducing Xiaomi business model. Although it is a great innovation and breakthrough, these two models have many successful stories in many different areas. Also having very good feasibility and operability and many cases for reference. Corporation has confidence of innovation with different business models to improving living level of human beings, and making contributions to the modernization of China. Zhu Weiqing（MBA） Supervised by Xu Ming KEY WORDS Smart lock, Smart lock system, Competitiveness Analysis, Differentiation, Internet PlatformAbstract VI 目录 摘要 .............................................................I ABSTRACT ........................................................IV 第一章 绪论 ......................................................1 1.1 报告研究的背景及意义 .......................................1 1.2 报告研究方法和技术路线 .....................................2 1.2.1 研究方法 ................................................2 1.2.2 技术路线 ................................................2 1.3 文献综述 ....................................................4 1.4 本章小结 ....................................................6 第二章 A 公司分析及智能门禁系统项目介绍 ..........................7 2.1 A 公司概述 ..................................................7 2.2 开发智能门禁系统项目介绍 ...................................7 2.2.1 智能门禁系统的功能介绍 .................................8 2.2.2 智能门禁系统产品介绍 ...................................9 2.2.3 项目盈利点介绍.........................................13 2.2.4 项目关键难点预测.......................................14 2.3 A 公司该项目价值主张 ......................................15 2.4 A 公司的优势和劣势.........................................15 2.4.1 A 公司的竞争优势.......................................16 2.4.2 A 公司的竞争劣势.......................................17 2.5 本章小结 ...................................................19 第三章 智能门禁系统行业分析 .....................................20 3.1 智能门禁系统行业发展概况 ..................................20 3.1.1 全球智能门禁系统发展现状 ..............................21 3.1.2 国内智能门禁系统发展现状 ..............................21 3.2 A 公司外部环境分析.........................................23 3.2.1 外部宏观环境分析（SLEPT） .............................23 3.2.2 通过波特五力模型进行微观环境分析 ......................28 目录VII 3.2.3 A 公司面临的机遇和威胁 ................................30 3.3 本章小结 ...................................................33 第四章 智能门禁系统项目客户分析 .................................34 4.1 目标客户分析 ...............................................34 4.1.1 目标客户的特点.........................................34 4.1.2 目标客户的容量和前景 ..................................35 4.2 客户及市场调查问卷.........................................36 4.3 问卷调研结果分析...........................................41 4.4 A 公司已经在进行前期沟通的客户 ............................43 4.5 本章小结 ...................................................44 第五章 开发智能门禁系统项目竞争分析 .............................46 5.1 主要竞争对手产品分析 ......................................46 5.1.1 三星智能门禁...........................................46 5.1.2 科技侠智能门禁.........................................47 5.1.3 智能门禁系统竞争对手分析 ..............................49 5.2 与竞争对手优劣势对比分析 ..................................50 5.2.1 传统智能门禁功能模块分析 ..............................50 5.2.2 A 智能门禁系统功能模块分析 ............................51 5.3 A 公司开发智能门禁系统项目竞争战略分析 ....................55 5.3.1 核心竞争力分析.........................................55 5.3.2 战略选择分析...........................................55 5.4 本章小结 ...................................................56 第六章 开发智能门禁系统项目市场营销计划.........................57 6.1 市场细分、选择与产品定位 ..................................57 6.1.