随着国家宏观经济调控要求去除过剩产能，鼓励高新技术企业等，我国经济发展将 形成一个新的常态，经济将长期处于一个中低增长的水平。传统制造企业的利润水平进 一步的降低。国内企业不管是国营还是民营企业，包括 TM 公司也一样将面临相同的课 题，如何保住现有市场并寻找新的市场，完成企业的转型升级。TM 公司是国内一家新 三板上市高新技术企业，主要集中在车载安防市场。经过十多年的打拼，在车载安防市 场取得了一定的成绩和品牌认知度。TM 公司计划将车联网智能车机产品作为一个新的 项目来投资，本将论证该项目的可行性。 从物联网到车联网的相关研究，可以看出车联网产品的市场潜力及规模均非常大。 通过理论联系实际，SWOT、PEST、波特五力模型等分析方法，得出 TM 公司的车联网 智能车机项目可行且有一定利润空间。希望最终能解决 TM 公司的两大问题，确定未来 的发展方向和产品研发方向,以及确定车联网智能车机项目的经营策略及营销策略。 本首先对 TM 公司及智能车机项目进行了概述，接着研究了国内外车联网市场 的状况，发现国外车联网起步比国内早，现阶段已经是高速发展阶段，而国内起步晚， 目前仍然是初步阶段，但已经有国内巨头加入该市场，车联网市场将迎来飞速发展的阶 段。同时发现车联网市场规模和潜力巨大。本还通过 PEST 分析及波特五力模型分 析，得出外部政策及大环境适合车联网行业发展，车联网行业也正处于一个即将起飞的 状态。接着还通过 SWOT 分析，看出 TM 公司的长处优势及短处劣势，从而进一步找 出适合 TM 公司的市场及产品，确定该项目的营销及运营策略。然后联系 TM 公司的实 际情况，对财务进行了分析并对现金流进行了预测，得出该车联网智能车机项目具有一 定的利润空间，利润率可达 22%左右。最后对 TM 公司的风险进行了评估和预测，发现 该项目有一定的风险，包括财务风险、技术风险、市场风险等，但均在可控范围内。 通过本的研究分析，在去产能调结构新经济形势和常态下，中小型民营企业的 转型升级在所难免。TM 公司的智能车机项目在国家政策鼓励下，利用自身资源，发挥 自身优势，进行新市场和新产品的拓展，从而实现企业的华丽转身。最后的财务分析说 明车联网智能车机项目可以盈利，是一种可行的项目。 关键词，物联网；车联网；转型升级；智能车机；高新技术II ABSTRACT With the national macroeconomic regulation and control requirements to remove excess capacity, encourage high-tech enterprises, etc, China's economic development will form a new normal : the economy will be in a long-term low growth level. The profit level of the traditional manufacturing enterprises is further reduced. Domestic enterprises, whether state-owned or private enterprises, including TM will also face the same problem : how to keep the existing market and find a new market, and complete the transformation and upgrading of enterprises. TM Company is a new three-board high-tech enterprise listed in China, which mainly focuses on the vehicle security market. After more than ten years of hard work, the car security market has achieved certain results and brand awareness. TM is planning to invest in Internet of Vehicles product as a new project, and this paper will demonstrate the feasibility of the project. From the related research of networking to vehicle networking, we can see that the market potential and scale of vehicle networking products are very large. By integrating theory with practice, SWOT, PEST, Porter's five forces model and other analytical methods, it is concluded that the car networking project of TM Company is feasible and has a certain profit space. Finally, I hope to solve the two major problems of TM : First, determine the future direction of development and product research and development direction. Second, determine the Internet of Vehicles project management strategy and marketing strategy. Firstly, this paper summarizes the TM company and the car intelligent system project, and then studies the situation of the domestic and foreign car networking market, and finds that the foreign car networking started earlier than the domestic, at the present stage, it is already a high speed development stage, and the domestic start is late. At present, it is still the initial stage, but there are already domestic giants to join the market, and the car networking market will usher in the stage of rapid development. At the same time, the market size and potential of Internet of Vehicles are huge. Through PEST analysis and Porter's five forces model analysis, this paper concludes that the external policy and the environment are suitable for the development of the vehicle networking industry, and the vehicle networking industry is also in a state of imminent departure. Then through the SWOT analysis, we can see the advantages and disadvantages of TM, so as to further identify the market and products suitable for TM company, and determine the marketing and operation strategy of the project. And then contact the actual situation of TM, the financial analysis and cash flow forecast, get the car networking project has a certain profit space, the profit margin is around 12%. Finally,III the risk of TM company is evaluated and forecasted, and it is found that there are certain risks, including financial risk, technical risk, market risk, etc, but all are in a controllable range. Through the research and analysis of this paper, the transformation and upgrading of small and medium-sized private enterprises is inevitable in the new economic situation and normal situation of the capacity adjustment structure. With the encouragement of the national policy, TM's car intelligent system project uses its own resources to develop new markets and new products, so as to realize the magnificent turn of the enterprise. The final financial analysis shows that the Internet of Vehicles project can be profitable and is a viable project. Key words : Internet of Things; Car networking; Transformation and upgrading; car intelligent system; High and new technologyIV 目 录 摘要 ..................................................................I ABSTRACT ..............................................................II 目 录 .................................................................IV 图表清单 .............................................................VII 第一章 绪论.............................................................1 1.1 研究意义 ............................................................ 1 1.2 文献综述 ............................................................ 3 1.2.1 车联网定义 ...................................................... 3 1.2.2 国内外车联网行业及市场状况 ...................................... 4 1.2.3 车联网的核心技术及商业模式 ...................................... 5 1.2.4 车联网行业的竞争 ................................................ 6 1.2.5 车联网的行业风险 ................................................ 6 1.3 研究目标及内容 ...................................................... 7 1.3.1 研究目标 ........................................................ 7 1.3.2 研究内容 ........................................................ 7 1.4 研究方法及技术线路 .................................................. 7 1.4.1 拟采用的研究方法 ................................................ 7 1.4.2 拟采用的技术路线 ................................................ 7 第二章 TM 公司的背景和车联网项目介绍 .....................................9 2.1 TM 公司的背景介绍.................................................... 9 2.2 TM 公司的车联网项目技术研发情况介绍................................. 10 2.3 TM 公司的车联网项目商业模式分析..................................... 11 2.4 TM 公司车联网项目内部实施条件分析................................... 15 2.5 本章小结 ........................................................... 16 第三章 车联网项目的外部经营环境和行业分析...............................17 3.1 车联网项目外部环境分析 ............................................. 17 3.1.1 政治因素分析 ................................................... 18 3.1.2 经济因素分析 ................................................... 18V 3.1.3 社会文化因素分析 ............................................... 20 3.1.4 技术因素分析 ................................................... 21 3.2 车联网行业及竞争分析 ............................................... 22 3.2.1 车联网项目的行业环境分析 ......................