全球性的环境污染和能源危机在各个行业产生了深远影响，我国建筑行业高耗能发 展已不再适应社会进步的要求。研究发现，建筑节能的关键在于门窗幕墙方面的节能降 耗。大力开发节能门窗幕墙产品已卓然成为行业发展的大势所趋。随着人们生活质量的 不断提高和国家对节能环保的要求，对低碳、建筑节能、人居环境提出了更高得到要求， 高性能的系统门窗将步入我们的生活。 作为以铝业为主营业务的香港上市公司子公司，DH 公司以市场需要为核心，根据 集团公司战略部署，以自身积累的技术成果为基础，投资建立节能系统门窗加工基地。 本文从三个部分八个方面对项目建设进行了研究与论述。 第一部分是绪论与市场环境分析，通过研究门窗幕墙行业发展、国内市场环境，结 合内部战略方向和技术优势，提出了项目的必要性和意义；另外通过研究行业领先企业、 行业内典型企业、省内同类企业的发展现状，结合广东区域市场需求分析和 SWOT 分 析，梳理出了项目建设的必要依据。 第二部分论述了项目在市场营销、生产体系、组织结构的构建框架。市场营销方面 系统阐述了项目的定位、产品、渠道、体系等具体建设措施，项目以中高端消费者作为 目标市场，提供具有高性价比优势的系统门窗；生产体系方面阐述了生产线配置、厂区 建设、施工计划等内容；组织结构方面描述了项目的管控方式、人力资源建设和部门设 置。 第三部分是项目的投资、财务管控方面。根据项目的建设规模、设计产量对项目的 资金需求进行了测算，同时根据财务模型对项目的成本、利润、现金流、盈亏等方面进 行了全面分析；本项目预计初始投资为 23152 万元，项目建成后，预计年可实现销售收 入 80000 万元，计算得到项目的净现值为 3023 万元，修正内部收益率（MIRR）为 13.38%， 动态回收期为 8.1 年，具有显著的经济效益。 关键词，系统门窗项目 商业计划书 可行性II Abstract The global environmental pollution and energy crisis have had a profound impact in various industries. The high energy-consuming development of the construction industry in our country no longer meets the requirements of social progress. The study found that the key to building energy efficiency is the energy saving of windows and doors curtain wall. Vigorously develop energy-saving windows and doors curtain wall products have become the dominant industry development trend. With the continuous improvement of people's quality of life and national requirements for energy saving and environmental protection, higher requirements are put forward for low-carbon, energy-saving buildings and living environment, and high-performance system windows and doors will enter our life. As a subsidiary of Hong Kong-listed company that focuses on aluminum business, DH Company takes the market demand as its core. Based on the strategic deployment of the group company, DH invests in building energy-saving system doors and windows processing bases based on the accumulated technical achievements. This article has carried on the research and the discussion to the project construction from three parts and eight aspects. The first part is the introduction and analysis of the market environment. Through the study of the development of the door and window curtain wall industry, the domestic market environment, combined with the internal strategic direction and technological superiority, the necessity and significance of the project are put forward. In addition, by studying the leading enterprises in the industry, Within the development of similar enterprises, combined with the Guangdong regional market demand analysis and SWOT analysis, sort out the necessary basis for project construction. The second part discusses the project construction framework of marketing, production system and organizational structure. The marketing system systematically expounds the specific construction measures such as the positioning, product, channel and system of the project. The production system includes the configuration of the production line, the construction of the factory area and the construction plan. The organizational structure describes the management and control of the project, the construction of the leading group and Department settings. The third part is about investment, finance and risk management of the project. According to the project construction scale and designed output, the project's capital demand was measured. At the same time, according to the financial model, the project's cost, profit,III cash flow, profit and loss were comprehensively analyzed. The estimated initial investment of the project is 231.52 million yuan. When the project finished, it is estimated that the annual sales income will be 800 million yuan per year. The calculated net present value of the project is 30.23 million yuan, the revised internal rate of return (MIRR) is 13.38%, and the dynamic payback period is 8.1 years. This project has significant economic benefits. Key words，System Doors and Windows Project; Business Plan; FeasibilityIV 目 录 摘要.....I Abstract II 图表目录..VII 第一章 绪论....1 1.1 研究的背景和意义.... 1 1.2 文献综述.. 2 1.3 研究内容与方法.. 5 1.3.1 研究内容及拟解决的关键问题 5 1.3.2 研究方法 6 第二章 DH 系统门窗项目市场环境分析.....8 2.1 DH 系统门窗项目基本情况 . 8 2.1.1 DH 系统门窗项目的介绍 .... 8 2.1.2 项目建设主体..... 8 2.1.3 项目拟建规模和主要技术经济指标..... 9 2.1.4 建设地址. 9 2.2 外部宏观环境分析.... 9 2.3 系统门窗行业环境分析 11 2.3.1 系统门窗的发展及优点..... 12 2.3.2 系统门窗的市场.... 13 2.4 本章小结 14 第三章 DH 系统门窗项目竞争分析.16 3.1 门窗行业未来发展趋势 16 3.2 项目内部环境分析.. 17 3.2.1 环境影响及项目能耗分析. 17 3.2.2 消防、安全、职卫等事故风险分析... 18 3.2.3 行业竞争态势分析. 18 3.3DH 系统门窗项目内部能力和 SWOT 分析..... 20 3.4 产品市场定位.... 21V 3.5 本章小结 23 第四章 DH 系统门窗项目营销方案.24 4.1 经营目标 24 4.1.1 品牌建设目标... 24 4.1.2 业绩目标..... 24 4.1.3 国内渠道网点建设目标.... 24 4.2 产品策略 24 4.3 价格策略 25 4.4 渠道策略 25 4.5 促销策略 26 4.6 本章小结 27 第五章 DH 系统门窗项目制度与保障.27 5.1 生产技术方案和原辅材料.. 27 5.2 组织机构 29 5.2.1 管理机构..... 29 5.2.2 人力资源配置... 29 5.2.3 管理制度..... 30 5.3 本章小结 32 第六章 DH 系统门窗项目经济效益分析...33 6.1 投资构成及估算参数.... 33 6.2 费用构成及估算参数 ... 35 6.3 营业收入与成本估算.... 36 6.3.1 营业收入估算.. 36 6.3.2 产品总成本及费用估算..... 37 6.3.3 利润及现金流估算. 37 6.4 经济效益预测 ... 39 6.4.1 净现值计算 39 6.4.2 内部收益率计算.... 39 6.4.3 修正内部收益率计算.. 40 6.4.4 动态投资回收期计算.. 40VI 6.5 敏感性分析.. 41 6.5.1 单因素敏感性分析 41 6.5.2 多因素敏感性分析 41 6.6 项目风险 42 6.7 风险防范对策.... 43 6.8 本章小结 44 结 论..45