根据中国工业和信息化部的数据，2018 年新能源车销量超 100 万辆增长 88.5%，连续三年位居世界第一。纯电动汽车成为新能源汽车主力军，作为能源 补给的充电设施成为了新能源汽车发展的重要基础设施，在产业发展的同时，以 充电桩为代表的充电设施滞后成为了制约新能源汽车快速推进的最大短板。纽池 公司可移动充电桩联盟项目应运而生。 本文所研究的对象是以电动汽车为服务对象，有针对性的设计了一套解决电 动汽车充电难的整体解决方案-纽池公司可移动充电桩联盟项目商业计划书。文 章首先从问题产生的原因以及项目背景出发，对研究项目的整体思路和方法做了 全面的介绍，并且列出应用的理论和工具，包括商业模式创新理论、联盟战略理 论、区块链应用等。其次，对公司和项目进行了简要的介绍和环境分析，提出公 司的商业模式和盈利模式，就营销方案做了系统的分析，包括全市场（TAM）营 销理念下，用市场定位理论（STP）、营销组合理论（4P）对产市场和产品以及 促销方案均做了具体的设计；与营销方案紧密相连的是公司运营方案设计。本文 对公司运营提出了新的见解，引入 ISO9001 与六西格玛等管理理念，给项目运营 提供多方位管理的视角；财务和风险分析中，应用了净现值(NPV)分析法、内含 报酬率（IRR）分析法，保本分析法，且经过多因素敏感性分析、概率统计风险 分析，从多角度对项目的投资和项目的风险进行客观的分析和评价。最后，根据 项目未来进行的关键活动进行预测。 本文通过对纽池公司可移动充电桩联盟项目的分析，认为该项目具有很高的 可行性，本项目计划书的研究不仅直接对项目的开展和执行有指导意义，对于同 类的项目也具有一定的启发和借鉴作用。 关键词：可移动充电桩，商业计划书，营销设计，运营设计兰州大学硕士学位报告 纽池公司可移动充电桩联盟项目商业计划书 2 The Business proposal of mobile charging pile alliance project from NUCI Abstract According to China's Ministry of Industry and Information Technology, 2018 new Energy vehicle sales of more than 1 million vehicles increased 88.5%, three consecutive years ranked first in the world. Pure electric vehicle has become the main force of new energy vehicles, as a charging facility for energy supply has become an important infrastructure for the development of new energy vehicles, while the industry is developing, the lag of charging facilities represented by charging piles has become the largest shortcoming restricting the rapid progress of new energy vehicles. NUCI removable charging Pile Allince project came into being. The object of this paper is to use electric vehicles as the service object, aiming at designing a set of solutions to solve the difficulty of charging electric vehicles-NUCI mobile charging Pile Alliance project business plan. Starting from the cause of the problem and the background of the project, this paper makes a comprehensive introduction to the whole idea and method of the research project, and lists the applied theories and tools, including the business model innovation theory, the Alliance strategy theory, the blockchain application and so on. Secondly, the article has carried on the brief introduction and the environment analysis to the company and the removable charging pile project, proposed the company's business model and the profit model, has done the systematic analysis on the marketing plan, including the whole market (TAM) marketing idea, uses the market positioning theory (STP) , Marketing Portfolio Theory (4P) to the production market and products and promotional solutions have done a specific design; closely linked to the marketing program is the company's operating program design. This paper puts forward a new view on the operation of the company, introduces the management concepts of ISO9001 and Six Sigma, and provides a multi-directional management perspective for the project operation. In financial and risk analysis, the net present value (NPV) Analysis method, the included rate of return (IRR) analysis method, the preservation analysis method, and through the multi-factor sensitivity analysis, Probability statistical risk analysis, from a multi-angle兰州大学硕士学位报告 纽池公司可移动充电桩联盟项目商业计划书 3 to the project investment and project risk of objective analysis and evaluation. Finally, projections are based on key activities to be carried out in the future of the project. Based on the analysis of NUCI's removable charging Pile Alliance project, this paper holds that the project has high reliability, and the research of this project plan is not only instructive to the development and implementation of the project, but also has certain enlightenment and reference function for the same kind of project. Key words: Removable charging pile, business plan, marketing design, operation Design兰州大学硕士学位报告 纽池公司可移动充电桩联盟项目商业计划书 4 目 录 中文摘要.................................................................................................1 Abstract ...................................................................................................2 第一章 绪论.........................................................................................11 1.1 研究的背景及意义 ......................................................................................11 1.2 研究目的和问题 ..........................................................................................11 1.3 研究框架与思路 ..........................................................................................12 1.3.1 研究框架 ...............................................................................................12 1.3.2 研究思路 ...............................................................................................13 1.4 研究和意义 ..................................................................................................15 1.4.1 理论意义 ...............................................................................................15 1.4.2 实践意义 ...............................................................................................15 1.5 相关理论和方法 ..........................................................................................15 第二章 项目介绍 ...............................................................................19 2.1 纽池公司介绍 ............................................................................................19 2.2 产品及创意介绍 ..........................................................................................19 2.2.1 充电桩介绍 ...........................................................................................20 2.2.2 充电车的介绍 .......................................................................................20 2.2.3 可移动充电桩介绍 ...............................................................................21 2.2.4 纽池公司联盟概念与核心算法 ...........................................................22 2.2.5 区块链的应用规划 ...............................................................................24 第三章 环境分析 ...............................................................................25 3.1 宏观环境分析 ..............................................................................................25 3.1.1 政治因素 ...............................................................................................25 3.1.2 经济因素 ...............................................................................................27兰州大学硕士学位报告 纽池公司可移动充电桩联盟项目商业计划书 5 3.1.3 社会因素 ...............................................................................................28 3.1.4 技术因素 ...............................................................................................29 3.2 行业 SWOT 分析 ..........................................................................................30 3.2.1 优势（Strengths） ................................................................................30 3.2.2 劣势（Weaknesses） ...........................................................................30 3.2.3 机遇（Opportunities）.........................................................................30 3.2.4 挑战（Threats） ...................................................................................31 第四章 商业