长期以来,人类为杀灭害虫所使用的杀虫剂均为有毒产品,且杀灭效果越 好,毒性越大,因此,造成对生态环境的破坏和对人类的危害日趋严重,己经 威胁着人类的健康和生存尽管世界各国都在倾尽全力,组织专家学者进行了 一系列的科技攻关,但迄今为止,还没有哪个国家开发出无毒!环保且杀虫效 率高的换代产品 针对上述状况,H公司利用自身的优势,动用大量的人力!物力和财力, 组织科技攻关,经过十多年的努力,终于研制成功/超无敌0杀虫剂系列新产 品该系列产品是采用现代生物工程技术,经科学配方研制而成,是目前填补 国内外空白的新一代杀虫剂产品该产品具有杀灭害虫范围广!速度快!致死 率高(loo%)!无毒!无残留!无抗药性!对环境无污染!使用安全!对人! 畜!禽无害等一系列优点,是绿色环保型杀虫剂产品该系列产品的研制与开 发和投放市场,对提高社会!经济效益!保护生态环境!推动农业生产的发展! 生产丰足的绿色产品,以提高人类的生活质量和健康水平等都具有重要意义 /超无敌0杀虫剂系列产品的生产工艺简单,生产设备主要立足国内,生 产原材料全部由国内或省内供应,生产工艺过程中能源消耗低,无/三废0产 生,不污染环境加之产品具有高效!无毒!使用安全!价格低廉等一系列优 点,因此,市场前景广阔,经济效益好,目前市场上的同类产品无法与之相比 近期投入1632.4万元人民币,4年内即可收回远期投入5亿元人民币,可形 成5万吨/年的生产规模(卫生杀虫剂1万吨/年,农用杀虫剂4万吨/年), 年销售收入n.5亿元人民币,税后纯利润可达3亿元人民币左右项71内部收 益率为73%,投资利润率达63.2%,投资收益相当可观,经济效益高 本人作为H公司成都分公司总经理,参与了本产品研究的全过程,从产品 开发的选题!立项!配方筛选!小试鉴定!到中试!工业七L试验!送批直到策 李夕产划建厂!确定规模!厂址选择!厂区规划和平面设计等一系列工作这次结合 MBA学位报告选题,将所学知识运用到实际工作中去,主持编制了/超无敌0 杀虫剂系列产品开发项目商业计划书,希望为HC公司的规模化生产提供一个 具体的方案,以促进/超无敌0杀虫剂系列产品尽快投入生产,满足市场需求 关键词:杀虫剂产品开发项目商业计划书 多/SuPerHero0InseetieideSeriesProduet DeveloPmentalProjeetBusinessPlan GraduateStudent:LiLeiSuPery1sor:YeChengjiongProfessor Abstr8Ct Inalongtime,PeoPlehavebeenusinginseetieidetokillPest,whieh allarePoisonousProduet,themoreeffeettheyare,thelargervirulenee theyhave.Wherefore,oneusethiskindofProduetwillbringseverely disruptiontoeeologyenvironmentalandeventowardsmoreandmore imPerilseveritytohuman,inotherswords,theinseetieidehavealready menaeedhumanbeings.healthandsurvival.Althoughnationsoftheworld allhave dothebesttoorganizesPeeialistandseholarforProeeedingatrain ofseieneeandteehnologytraekkeyProblems,however,50farithasno anynationdeveloPedoutinnoeuity!surroundingProteetingand effieientnewgenerationProduet. Aimatabovestatus,HCorPorationutilizesherPredominanee, emPloyeseaPability,originatedseieneeandteehnologytotaeklekey Problems.BymeansofPayinghardeffortmorethantenyears,H Corporationhasmanufaetured/SuperHero0inseetieideseriesproduets sueeessfully.TheseriesProduetareadoPtedmodernbioteehnology, manufaeturedbyseieneedisPensation,theyarenewgene.ration inseetieideProduetwhieharefilleduPblankbothabroadandhome.The ProduetPossesswideseoPe!raPidityquiekly!mortalityhig卜!一tkilling pest(100%),theyhavesuperioreharaCterSSuehasinnocity,withoutno residueandresistant,towardsenvironmentnoPollution,thcydl!cused seeurity,havingtowardshuman!fulll.leshedinnoeuityandothersaseriesofmerit,arerealgreenenvironmentProteetingtyPeinseetieide Produet.ManufaetureanddeveloPmentandlaunehingoftheseriesProduet willtowardsenhaneesoeiety!eeonomiebenefit,shieldeeologieal environment,theyeanPushdeveloPmentofagrieulturalProduetion, ProdueeflushgreenProduetandadvaneehumanqualityoflifeandhealth levelandothers. /SuperHero01nseetieideseriesproduet.5produetionproeess 5imPle,ProduetionunitmajorstandPointdomestie,produeerawand ProeessedmaterialareProvidedbysuPPlyfaetoryatdomestieorProvinee inside.TheenergysoureesintheeourseofProduetionProeessexPend low,almostwithout/threewastes0,notPollutedenvironment.In addition,ProduetPossesshighlyaetive!innoeuity!usingseeurity ! Prieearelowandothersaseriesofmerit,therefore,marketoutlook amPIitude,yieldgoodeeonomiereturns.Likeproduetsexitingmarketare ineaPableofeomPetitioneomparewith/SuPerHero0inseetieideseries Produet. HCenterPrisewillPlunge1632.4tenthousandYuanRMBintothis Projeetinthenear,iteanberetrievedwithin4years.Infuturedate, HCwillhavePlungedfivehundredmillionyuanRMB,formingfivetrillion /annualindustrialseale(hygieneinseetieideonetrillion/year, agrieulturalinseetieidefourtrillion/year)andannualsalesrevenue 11.5hundredmillionyuan,netProfitaftertaxationeanaPProvetothree hundredmi11ionYuanRMBaround.InternalRateofReturn(IRR)ofthe 1tem1573%,ReturnonCapital(ROC)eanbereaehed63.2%,yield15 aP产eeiablyandeeonomiebenefit15high.BeinggeneralmanagerofH eorPorationChengdubraneh,1havebeenPartieiPatinginoverallProeess ofthisProjeetreseareh,fromseleetedtoPiesofProduetdeveloPment standingterm!disPensationsereen!smallnesstestexpertisetopilot Planttest!industrialeharaetertest!deliverbatehtillhatehing Planteonstruetion!determiningseale!siteseleetion!pld,Itside layoutandsurfaeedesigningandothersaseriesofaetingbingMBAdissertationseleetedtoPies,1havehandledlearnedknowledgetoreal workandPresidedatestablishmentof/SuperHero0InseetieideSeries ProduetDeveloPmentProjeetBusinessPlanthistime,1hoPetosuPPly asPeeifiesehemeforHCeorPoratesealeProdueeandaeeeleratethis Produetonstreamandtomeetingmarketdemandassoonasit15Possible. Keywords:1nseet1c1de deve1oPment Produet 1tembus1nessP1an目录 第一部分项目方案概述 1.1项目方案的由来................................................................1 1.1.1关于卫生害虫 口防产 ............................................................. 1 ............................................................. 2 1.2项目开发方案概述............................................................3 第二部分项目公司.....................................................................4 2.1项目发起公司一H公司简介.................................................4 2.2项目公司一HC公司.............................................................4 2.2.1HC公司股权结构..........................................................4 2,2.2项目公司治理机构.......................................................5 2.2.3项目公司组织机构.......................................................6 第三部分产品.10 l0纸介口朋产.3 3.1.1/超无敌0卫生杀虫剂系列产品的特点...........................10 3.1.2同类产品比较分析....................................................n 3.2产品生产现有条件..........................................................13 第四部分市场分析..................................................................14 4.1市场供需现状..................................................................14 4.1.1国内市场需求调查....................................................14 4.1.2国际市场需求调查....................................................巧 4.2市场供应分析..................................................................16 4.2.1市场营销环境分析......................................................18 4.2.2消费者购买特征分析...................................................20 4.2.3成都地区杀虫剂市场分析.............................................23 4.2.4HC公司目标市场选择...................................................27 4.2.5HC公司产品的市场定位................................................28 第五部分企业发展战略与营销策略..............................................31 5.1行业现状与发展趋势.........................................................31 5.2竞争分析........................................................................32 5.3产业结构分析..................................................................35 5.4SWOT分析........................................................................38 5 . 5企业发展战略..................................................................39 75.5.1战略目标..................................................................39 5.6市场营销策略..................................................................41 5.6.1营销策略与目标.........................................................41 5.6.2产品策略..................................................................43 5.6.3定价策略..................................................................44