两轮电动自行车行业的成熟，终端配送市场的崛起以及锂电成本的降低，为 我国的新能源市场打开新的思路。即时配送人员电动自行车电池续航能力不足成 为从业人员的一个痛点，提供换电服务的张飞充电应运而生。本文的研究对象是 创办张飞充电换电网络的行业内部和外部环境、人力资源管理、营销策略、财务 计划与经营预测、风险分析与应对策略，通过文献研究法、比较分析法、行业市 场调查的方法进行分析，目的在于解决创办换电网络，动力运营可行性这一问 题，为项目的实施与发展提供具有说服力的理论依据。本文以换电网络和动力运 营为出发点，以商业计划书的编制为框架，运用人力资源、市场营销、财务管 理、风险控制等管理理论，论证了张飞充电项目的可行性，得出结论该项目切中 市场痛点，运营模式有很强的复制性，可以稳健成长并快速占领市场，通过在人 力资源管理、营销过程中进行风险控制，投资可获得高收益。 本文的主要研究思路是，首先，绪论介绍了项目研究意义和背景，阐述了张 飞充电项目涉及领域的文献研究成果，简单说明研究方法和路径。其次，对项目 所在公司产品和服务进行简单的介绍，也说明了项目进展和未来的规划。再次， 通过 PEST 工具，波特五力模型，SWOT 分析对市场宏观环境，行业背景做了详细 的调研。接着介绍了公司的人力资源管理策略，人才和团队储备以及管理制度。 而后通过 4P 营销战略阐述公司所采用的营销策略包括产品策略、价格策略、渠 道策略、促销策略。最后介绍公司的财务计划，该部分包括公司目前的融资需 求、未来三年财务预测，风险分析以及针对风险的应对策略，完善的退出机制。 通过正文的论述最后得出结论，张飞充电项目外部环境有利，市场潜力大， 目标人群需求明确，项目利润率高，可稳步发展，项目极具投资价值，建议及时 占领市场，取得竞争先发优势。 关键词，张飞充电，共享锂电，能源管理，新能源，物联网II Zhangfei Charging Business Plan Abstract The steady growth of the two-wheeled electric bikes, the rise of instant distribution market and reduction of the cost of lithium battery provide the possibility of use of new energy in China. For the instant delivery man, they always suffer from the death of the battery of their electric bikes on the way of their delivery. To help them solve the problem, Zhangfei Charging who provides battery exchange service came into being. The paper aims to do research into the internal and external environment of Zhangfei Charging, human resource management strategy, marketing strategy, financial plan and business forecasting, risk prediction and solutions. In the use of Documentary Research Method, Comparative Analysis Method, Market Survey Method, this paper aims to solve the problem of feasibility of Zhangfei Charging, to provide a persuasive basis for the implementation and development of this project. In the form of business plan, by using HR strategy, marketing, financial and risk control tools, we can draw the conclusion that the project who fits well the market demand is feasible with its steady growth, good replicability, potential market and high returns. The main research path of this paper is as follows: firstly, introduction of background and significance of this research, review of latest related research, provide the research method and path; secondly, the brief introduction of the project including the product and service, progress and future plan; thirdly, based on PEST Model, Porter's Five Forces Model and SWOT Model, analysis of the macro environment, industry background and competition environment; fourth, presentation of HR management strategy including core staff and team, the promotion strategies are as followed on the basis of 4Ps Theory of Marketing; fifth, financial plan, current financial needs and planning, in this part, risk analysis and coping strategy, perfect exit mechanism are also as followed. The general conclusion is the feasibility of the project with the following advantages: good macro environment, great potential market, strong and clear need of customers, big return, steady growth and high investment value. It is recommended for investor to get the opportunity at the earliest time.III Key words: Zhangfei Charging, Sharing the lithium electricity, Energy Management, New energy, Internet of ThingsIV 目录 中文摘要............................................................I Abstract...........................................................II 第一章 绪论........................................................1 1.1 研究背景和意义 .............................................. 1 1.1.1 研究背景............................................... 1 1.1.2 研究意义............................................... 2 1.2 文献综述 .................................................... 3 1.2.1 物联网的概念和电动出行领域的应用....................... 3 1.2.2 国内外电动出行领域能源管理系统的相关研究............... 4 1.2.3 国内外动力锂电池技术的研究............................. 5 1.3 研究内容与拟解决的关键问题 .................................. 6 1.4 研究方法与研究路径 .......................................... 6 1.4.1 研究方法............................................... 6 1.4.2 研究路径............................................... 7 第二章 项目概述....................................................8 2.1 张飞充电项目简介 ............................................ 8 2.1.1 公司介绍............................................... 8 2.1.2 公司历史沿革........................................... 9 2.2 产品/服务介绍 .............................................. 10 2.2.1 产品/服务介绍......................................... 10 2.2.2 项目特色.............................................. 11 2.2.3 商业模式.............................................. 12 2.2.4 财务分析.............................................. 12 2.3 项目进展 ................................................... 13 2.4 未来规划 ................................................... 13 2.5 本章小结 ................................................... 14 第三章 市场环境...................................................15 3.1 宏观环境 ................................................... 15 3.1.1 政治环境.............................................. 15 3.1.2 经济环境.............................................. 16 3.1.3 社会环境.............................................. 17 3.1.4 技术环境.............................................. 17 3.2 行业概述 ................................................... 18V 3.2.1 行业背景.............................................. 18 3.2.2 行业趋势.............................................. 20 3.2.3 行业特征与规模........................................ 20 3.3 波特五力模型分析 ........................................... 21 3.3.1 竞争环境分析.......................................... 21 3.3.2 竞争战略.............................................. 23 3.4 SWOT 分析 .................................................. 24 3.4.1 优势（Strengths）..................................... 24 3.4.2 劣势（Weakness）...................................... 24 3.4.3 机会（Opportunity）................................... 24 3.4.4 威胁（Threats）....................................... 24 3.5 本章小结 ................................................... 25 第四章 人力资源管理 ...............................................26 4.1 公司架构和团队 ............................................. 26 4.1.1 公司组织架构.......................................... 26 4.1.2 创始人与团队.......................................... 26 4.1.3 城市合伙人管理制度.................................... 27 4.2 团队管理和人才策略 ......................................... 28 4.3 本章小结 ................................................... 28 第五章 营销策略...................................................29 5.1 营销策略 ................................................... 29 5.1.1 产品策略.............................................. 29 5.1.2 价格策略.............................................. 31 5.1.3 渠道策略.............................................. 32 5.1.4 促销策略.............................................. 33 5.2 本章小结 ................................................... 33 5.2.1 市场定位.............................................. 34 5.2.2 营销策略的 4P ......................................... 34 第六章 财务计划....