改革开放三十多年来，中国经济取得了巨大的成就，人民的整体生活水平得到了很 大的提高，随着整体生活水平的提高，人们对健康生活的概念就越来越注重，除了通过 改善饮食和加强身体锻炼来改善身体健康之外，越来越多人在常规食物及药品之外，会 选择购买一些保健品来改善身体的状况。21 世纪保健品行业是一个新兴的朝阳产业。 2015 年，我国保健品的销售额预计会达到 5000 亿元左右。保健品行业在未来有着巨大 的发展机遇和良好的发展前景。 广东 FSX 生物科技有限公司是通过对广州 FSX 药业有限公司、广州 FSX 保健品有 限公司、广东 FSX 保健品厂进行资产收购重组形成的一家以生产生物多糖结合中药精 华的高新技术企业。本文以广东 FSX 生物科技有限公司为研究对象的形成的商业计划 书，综合运用企业战略管理、市场营销、消费者行为学、人力资源管理、宏微观经济学、 财务管理、风险管理等学科理论，对企业将要开展的项目发展前景及可能遇到的问题进 行系统的分析，对项目的可行性进行论证。 本文从公司成立的背景入手，首先介绍了公司及项目概况，对公司所面临的宏观环 境进行了 PEST 分析，即从政策、经济、社会人口、技术等方面进行分析；对公司所在 的行业，用波特五力模型分析了公司的行业环境，在此基础上，对公司的内外环境进行 SWOT 分析，总结了项目所面临的优势、劣势、机遇、威胁。从以上的分析初步制定了 公司的发展战略。在分析宏观环境和行业环境的基础上,总结项目的优势和劣势,及面临 的机会和挑战；在公司战略的基础上，对项目产品的市场需求进行了市场调查，锁定了 项目的目标客户，分析了企业成功的关键因素，在市场调查数据的基础上结合行业特点， 应用 6P 理论工具制定出了公司的市场营销战略，制定了营销和售后服务计划及对企业 的运营管理进行了规划，运用了投资回收期法、净现值法、内含报酬率，预计资产负债 分析，预计利润分析等方法，从财务的角度对公司未来的财务状况和投资回报做了相关 分析。对公司在经营过程中可能遇到的风险进行分析及风险对策进行分析。通过上述研 究分析该项目的可行性论证，证明该项目具有良好的发展前景、可行性强，回报率高。 本计划书将极大的增强投资人的信心，同时，本文也可作为公司正式运行的指导性框架 文件，具有很高的实用价值。 关键词，保健品；重组；品牌影响力；财务分析；风险管理II Abstract With thirty years of reform and opening up, China has made great economic achievements, the overall standard of living has been greatly improved, with the improvement of overall living standards, people on the concept of healthy living increasingly focused on, except through improve diet and physical activity to improve health outside, more and more people outside of your regular food and medicines, will choose to purchase a number of health care products to improve the physical condition. 21st century health care products industry is a new sunrise industry. By 2015, sales of health care products is expected to reach 500 billion yuan. Health care industry in the future has great opportunities and good prospects for development. Guangdong FSX Biotechnology Co., Ltd. is a company acquisition restructuring of Guangzhou FSX Pharmaceutical Co., Ltd， Guangzhou FSX health products Co., Ltd, and Guangdong FSX health care products factory’s assets ,formed to produce bio-polysaccharide conjugate essence of Chinese medicine high-tech enterprises. Taking Guangdong FSX Biotechnology Co., Ltd. is a business plan study of the formation of the integrated use of corporate strategic management, marketing, consumer behavior, discipline theory of human resources management, macro and micro economics, financial management, risk management, the development prospects of the project company will be carried out and the problems that may be encountered in the analysis system, to demonstrate the feasibility of the project. From the establishment of the company's background to start, first introduced the company and project profile, the macro environment facing the company conducted a PEST analysis, that the analysis in terms of policy, economy, socio-demographic and technology; industries where the company, with Porter's five forces model to analyze the company's industry environment, on this basis, the company's internal and external environment, SWOT analysis, summarizes the advantages of the project faced, weaknesses, opportunities and threats. The initial development of the company's development strategy from the above analysis. On the basis of analysis of the macro environment and industry environment, based on the summary of the project strengths and weaknesses and the opportunities and challenges; on the basis of the company's strategy, the market demand for products of the project conducted a market survey, lock the target customers of the project, It analyzes the key factor in business success in the market on the basis of survey data combined with industry characteristics, application 6P theoretical tools to develop the company's marketing strategy, develop a marketing and service plans for business operations and management planning, theIII use of the payback period method, NPV, IRR, pro forma balance analysis, profit analysis, prediction methods, from a financial point of view of the company's future financial condition and return on investment did a correlation analysis. During operation, the risks may be encountered in the analysis and risk countermeasure analysis. Through the above analysis of the project feasibility study proved that the project has good prospects for development, feasibility strong, high rate of return. The plan will greatly enhance investor confidence, at the same time, the paper also as a guiding framework document formally run, with high practical value. Keywords:Health care products; recombination; brand influence ; financial analysis ; risk managementIV 目 录 摘要...........................................................................................................................................I Abstract ..................................................................................................................................... II 图表清单...............................................................................................................................VIII 第一章 绪论..............................................................................................................................1 1.1 研究的背景与意义 ......................................................................................................... 1 1.2 文献综述 ......................................................................................................................... 2 1.2.1 商业计划书及其撰写............................................................................................... 2 1.2.2 相关理论模型的综述............................................................................................... 3 1.3 报告的研究方法与内容 ................................................................................................. 3 第二章 项目概况及发展规划..................................................................................................7 2.1 项目的背景和概况 ......................................................................................................... 7 2.2 项目的发展规划 ............................................................................................................. 8 2.3 本章小结 ......................................................................................................................... 8 第三章 市场环境分析..............................................................................................................9 3.1 保健品国内外发展现状 ................................................................................................. 9 3.1.1 国外保健品市场发展现状....................................................................................... 9 3.1.2 国内保健品市场发展现状....................................................................................... 9 3.2 保健品行业的宏观环境分析 ....................................................................................... 10 3.2.1 政策法律环境分析................................................................................................. 10 3.2.2 经济环境分析.............................