2015 年国务院总理李克强提出了 “大众创业、万众创新”，在全国掀起了 一股强烈的“创业浪潮”。但创业并不是一蹴而就的事情，它是一项系统工程， 涉及到方方面面，创业者在创业初期会碰到各种各样的困难，例如资金问题、管 理问题和营销问题等，任何一个问题出现都将导致创业失败。据有关统计表明， 我国青年首次创业的成功率不足 10%，可见创业的成功率是非常低的。缺乏资金 和管理不善是创业失败的两个最主要的原因。但究其根源，主要还是小微企业没 有一个良好的成长环境。深圳深蓝公司的孵化器项目正因此而生，它依托于实力 雄厚的华奋集团和民峰资本，以企业化的形式进行运作经营，它的核心管理团队 来自于深圳知名企业的中高层管理人员，具有丰富的管理、投融资和创业实战经 验。孵化器的作用就是通过给小微企业提供价格低廉的办公场地、优良的硬件设 施、全方位管家式的孵化服务和风险投资，给小微企业营造一个良好的成长环境， 让他们快速的成长起来，从而提高创业成功率。 在本商业计划书中，将会着重研究深蓝孵化器项目的商业模式和服务模式， 还会研究到与项目相关的战略管理、市场营销、财务管理和分析等等。首先，本 报告对项目背景、投资方、项目主要服务、组织架构、管理团队以及孵化器的盈 利模式进行了介绍；其次，运用了 PEST 分析模型对项目的宏观环境进行分析； 采用了波特五力模型对同行业竞争、供应商、替代品、顾客、潜在进入者进行分 析；运用了 SWOT 对项目的优势、劣势、机会、威胁进行分析；最后，采用了 STP 分析来寻找目标市场以及界定自己的市场定位；用 7P 营销组合策略为项目 制定了完善的市场营销计划；运用了财务管理知识对项目的投资和财务情况进行 分析，并对该项目可能出现的风险进行了预测。 本项目初始投资为 4000 万元，其中华奋集团出资 2000 万元，民峰资本出资 1000 万元，孵化器核心管理团队出资 1000 万元；项目主要收入来自于服务收入 和股权投资收益两大部分。预计到 2021 年，孵化器营业收入达 4907 万元，实现 毛利 3931 万元，毛利率为 80.1%，净利润 2924 万元，净利润率为 59.6%。静态 回收期 2.93 年，动态回收期 3.58 年，净现值 NPV 为 1958.63 万元，NPV 远大 于零，从财务层面上说明深蓝孵化器项目是可行的。同时，对项目存在的风险进 行分析，最终认为本项目的风险较小。 关键词，商业计划书，孵化器，创业服务平台，商业模式MBA 学位报告 SL 孵化器项目商业计划书 II Abstract 2015, Chinese Premier Li Keqiang proposed public entrepreneurship and innovation”, which sets off a wave of strong entrepreneurial wave in China. But entrepreneurship is not an easy thing, it is a systematic engineering, which involves all aspects, the entrepreneurs in the early days will encounter various difficulties, such as capital, management and marketing issues, any problems will result in business failure. According to relevant statistics show that the success rate of youth for the first time in our country is less than 10%, the success rate is very low. Lack of funds and poor management are the two main reasons for the failure of the venture. However, the root causes, mainly small and micro enterprises do not have a good growth environment. Shenzhen shen lan Company incubator project is born because of this reason, it relies on the strength of the hua fen group and min feng capital, the corporate form of business and its core management team is from well-known enterprises in Shenzhen's senior management personnel, has a rich management, investment ,financing and a hands-on experience in industry. Positioning of the incubator project is through providing cheap office space, excellent hardware facilities and a full range of type of chamberlain of incubation services to small and micro enterprises, creating a good growth environment for them, enabling them to quickly grow up, thereby improving entrepreneurial success rate. In this business plan, research will focus on the business model and service model of shen lan incubator project, but also to the research project related strategic management, marketing, financial management and so on. Firstly, this paper introduces the background of the project, investment, project main services, organizational structure, management team and incubator profit model; Secondly, this paper use PEST analysis model to analyze the macro environment on the project; using the Potter’s five strength models to analyze the competition in the industry, suppliers, substitutes, customers, potential substitutes, using SWOT to analyze advantages, weaknesses, opportunities and threats; Finally, using the STP analysis to find the target market and define their own market positioning; Using 7P marketing strategy to develop a comprehensive marketing plan for the project; Using the knowledge of financial management to analyze of the project investment and the situation of finance, and predict the possible risk of the project. The initial investment is 40 million yuan, of which hua fen Group invested 20 million yuan, min feng capital invested 10 million yuan, incubator core management team invested 10 million yuan, project main income comes from service income and equity investment income. Estimated that by 2021, the incubator operating income is 49.07 million yuan, gross profit is 39.31 millionMBA 学位报告 SL 孵化器项目商业计划书 III yuan, gross profit is 80.1%, net profit is 29.24 million yuan, and net profit is 59.6%. Static payback period is 2.93 years, dynamic recovery period is 3.58 years, the net present value of NPV is 19.5863 million yuan, and NPV is much greater than zero, indicating that from a financial perspective shen lan incubator project is feasible. Meanwhile, the risk exists of the project were analyzed and concluded that less risk of the project. Keywords: business plan; incubators; business service platform; business modelMBA 学位报告 作者，谢佳豪 SL 孵化器项目商业计划书 IV 目 录 一、绪论..................................................................................................1 （一）研究背景................................................................................................................ 1 （二）研究意义................................................................................................................ 2 （三）孵化器相关概念....................................................................................................3 1、孵化器的概念.........................................................................................................3 2. 孵化的发展趋势.....................................................................................................3 （四）研究方法及工具....................................................................................................5 （五）研究内容和结构....................................................................................................5 二、深蓝孵化器项目概况.......................................................................6 （一）项目投资方介绍....................................................................................................6 1、华奋集团..................................................................................................................6 2、民峰资本..................................................................................................................6 （二）项目规划................................................................................................................ 6 1、总体设想..................................................................................................................6 2、总体经营思路.........................................................................................................8 3、孵化器的盈利模式...............................................................................................11 （三）项目主要服务......................................................................................................12 1、物业服务............................................................................................................... 12 2、商务服务............................................................................................................... 13 3、专业增值服务.......................................................................................................13 4、融资服务......................................................................