易方数码科技有限公司于1999年成立,以U盘开始找到发展方向成为该领 域出货量排名全球前十的厂商,在2003年开始进入MP3/4的领域也成为该领域 的佼佼者,2008进入MID (平板电脑)领域一度取得每月出货400~500K的佳绩。 但进入2013年后受经济环境影响,平板的业务也遇到了发展的瓶颈。此时借助 数码笔核心技术的收购,发展数码笔项目刚好是一个带动公司变革发展的良机。 通过充分的市场调研,经过深入的研究与分析,特制订易方数码笔项目商业计划。 本计划书将从数码笔项目的立项到后期项目的实施,通过对产品市场的分 析,营销计划的策划与实施,品牌建设与技术创新的开展,以及项目的运营与生 产安排,人力资源规划,风险与财务评估等各方面具体实施进行数据收集与分析, 从而为该项目真正实施给出指导意见。并且在该项目的实际运作基础上,结合市 场营销,运营管理,人力资源管理,财务管理,项目管理等相关理论,对该项目 进行总结与分析为后续将该项目的进一步发展提供管理思路。对产品进行开发分 析,并根据其分析结果制定相应产品定位与策略。通过销售人员对产品市场的反 馈与意见收集来制定相应滚动生产计划,并通过ERP系统的运用来组织物料的 需求计算与进料安排,同时对库存物资进行ABC分类,以达到有效控制库存目 的。运用PDCA循环的持续改进方法实现产线的精益生产控制。使用人力资源 规划的相应理论做好该项目团队的人员规划设计,并利用目标管理的绩效管理模 式对团队成员进行有效的激励,以确保团队高效运作。通过对该项目存货周转率, 销售利润率,主营毛利率,总资产周转率的关键财务指标进行计算,来优化该项 目的运作模式。运用SWOT分析方法对该项目进行研究分析得出初步的项目可 行性分析与投资建议。利用甘特图的管理方式对该项目的进度进行规划与管理, 并建立矩阵型管理组织模式对该项目实施管理,以确保项目的高效运作。 通过对数码笔项目的全方位分析与计划,从而帮助公司对该项目进行全面的 战略与战术部署,尽可能降低项目风险,实现项目尽快投产,并以项目带动公司 进行经营运作战略的转型升级,达到公司与项目共赢的目的。 关键词:超声波技术,独家专利,行业应用,网络营销,库存周转,精益生 产,品牌运营 MBA学位报告作者:杨华. 易方数码笔项目商业计划书 ABSTRACT Yifang Digital Technology Co., Ltd. was established in 1999。With U disk business start to become the development direction of this field and the top ten volumeexport manufacturers in the worldwide。In 2003 began to enter the field of MP3 / 4 has become a leader in the field。In 2008 move into the MID (Tablet PC) field once made 400 500K monthly shipment of success。However, In 2013 under the impact of the economic environment, Wang tablet businesses are encountered a bottleneck of development。At this point, by means of a digital pen technology acquisitionit happens to be good opportunity to drive change in development for whole company。By adequate market research, through in-depth research and analysis, especially formulatethe Yifang Digital Pen project business plan。 Through the analysis of market as 111 as planning and implementation of marketing plans, I carry out brand building, technological innovation, operations and production arrangements of the project。At the same time I have data collection and analysis about human resource planning, financial risk assessment and so on。 This planning willgive guidance to theDigital Penproject from beginning establishment to the late implementation0 Combined with marketing,operations management, human resources management,financial management, project management and other related theories,on the basis of actual operation, I have summary and analysis of the project and provide management ideas to further development of the project。Use of product development analysis and I developed appropriate product positioning and strategy based on the analysis results o Make out the rolling production schedule based on Sales staff feedback and comments on the collection of product markets 0 Through the use of ERP systems to calculate the material needs and arrangement of incoming material, By ABC classification of inventory supplies, I can achieve effective control of inventory purposes, By PDCA continuous improvement methods to achieve lean production and control production line, I use the appropriate theory of human resources planning to do the planning of the project team staff。 To ensure the efficient operation of the team, I implement effectively motivate to team members with the help of targetmanagement performance model o I calculated through the key financial indicators of project inventory turnover, return on sales, the main gross n MBA学位报告作者:杨华 易方数码笔项目商业计划书 margin, total asset turnover ratio, to optimize operation mode of the project。By SWOT analysis of the project, I come to the preliminary analysisof project and investment advice。With utilization management of Gantt chart, I have planning and management to the progress of the project。 In order to ensure the efficient operation of the project,I established matrix management organization model for the project implementation and management o Through a complete analysis and planning on digital pen project,so that I can help the company to conduct a comprehensive strategic and tactical deployment o In order to achieve the company and the project win-win situation, Itry to minimize project risk and achieve the project into production as soon as possible。Meanwhile, it can drive company upgrading on operationstrategy as well as reform。 Key Words : Ultrasonic technology, Exclusive ’ Industry Applications,Network Marketing, Inventory turnover , Lean Production , Brand operation ill MBA学位报告作者:杨华 易方数码笔项目商业计划书 目录 ~、itrW 1 (一)数码笔项目背景 1 (二)数码笔产品介绍 1 (三)数码笔项目开发的必要性 5 (四)研究思路与框架 6 二、数码笔市场分析 8 (一)产品市场状况 8 (二)国内市场预测 9 (三)国际市场预测… 9 (四)产品发展前景 10 三、易方数码笔项目的生产与运营 13 (一)生产工艺与设备选择 13 (二)与公司ERP系统的整合 15 (三)基于PDCA的精益生产控制 16 (四)材料供应与库存控制 18 四、易方数码笔项目的组织与管理 23 (一)组织设计 23 (二)人力资源及需求 24 (三)绩效管理方案 25 五、易方数码笔营销计划 29 (一)产品策略 29 (二)价格策略 33 (三)渠道策略 35 (四)促销策略 37 (五)品牌策略 40 六、易方数码笔项目的投资分析与财务评价 44 (一)项目投资分析 44 (二)项目财务评价 47 MBA学位报告作者:杨华 易方数码笔项目商业计划书 七、易方数码笔项目风险分析 48 (-)项目风险的识别与评估 48 (二)项目风险的应对措施 52 八、易方数码笔项目实施管理 55 (一)项目实施要求 55 (二)项目实施总体进度 56 九、结论与建议 59 C-) ^ 59 (二)建议 59