2005 年-2008 年的 4 年间，轴承行业全部产品销售收入和轴承产量平均递增 18.52% 和 19.52%，实现了行业的快速增长。我国已经提前两年超额完成了“十一五”规划， 轴承行业收入 840 亿元，轴承产量 80 亿套的经济总量目标，成为世界上第三大轴承制 造国。但是目前国内能使用正确的方法安装轴承的企业仅占轴承用户的 15%左右，大部 分企业（特别是传统的国企）都是用不正确的方法安装轴承。结果造成轴承寿命大大降 低。ZM 科技有限公司的创业团队察觉到轴承装拆、维护蕴藏着巨大的市场机遇，所以 联合上海轴承研究所以及上海交通大学的专家重点开发出轴承加热安装工具，并成功研 发出磁感应轴承加热器。ZM 公司希望通过本商业计划书能吸纳有志于此的投资者加入 项目队伍，同时也希望通过此项目能够全面提高和改善中国轴承装拆、维护工艺，提高 我国轴承产品使用质量，为国家向工业装备制造强国迈进贡献自己的力量。 本商业计划书将结合我国的工业发展对轴承市场以及轴承加热器市场进行分析，通 过 SWOT 法分析项目面临的优势、劣势、机会及威胁，并以此制定适合项目发展的运 营、营销计划，为潜在投资者提供详细的参考数据。 根据 SWOT 分析，项目将成立 A 公司，并制定“依托产品先进技术优势，在 5 年 内成为全球最先进磁感应技术的轴承加热器制造企业，建立全球销售网络，市场覆盖欧 洲和亚洲主要工业生产国家，并成为中国最大、知名度最高的轴承加热器生产商”战略。 为了实现战略目标，A 公司制定相应运营计划，赢利模式中的利润源来自于国内的东北、 华南、华东市场，以及亚洲的日本韩国和欧洲的荷兰等国家的制造、汽车和轻工业企业， 采用“中低价格-高质量”的市场定位，以迅速占领市场，并以此为依据制定一系列包 括价格、产品、渠道等的营销计划，同时加强对销售人员的考核。扩大销售需要购置固 定资产和流动资金大概 535 万左右。ZM 公司将投入 200 万，同时吸引风险投资 200 万 元，并向银行申请 135 万元的短期借款以解决流动资金的问题。根据预测，项目每年可 以获得超过 180 万的净利润，投资回收期大概是 1.92 年，而整个项目的 MIRR 为 34%。 项目的风险来自于经济环境变化风险、市场开拓风险、财务风险和原材料风险。针对不 同的风险，笔者提出相关风险管理建议。 关键词，轴承加热器；轴承拆装；商业计划书Abstract In 2005-2008, the income and quantity of bearing industry has increased 18.52% and 19.52%, with a rapid increasing. China has get the goal of the “eleven-five ” plan: the income of bearing industry has reached 84 billion, quantity has reached 8 billion,and becomes the third bearing manufacturing country in the word. But there are only 15% users can use the correct method to fix the bearing, most companies, especially the local companies, use the wrong method, the result is the life of the bearing has decreased. Zm company and experts of Shanghai transportation university invent the tools of bearing heating, and successfully made out the bearing heating machine. ZM company hopes to attract the investors to join the group with the business plan, and also wishes to increase the quality of bearing installing and bearing use through this plan, in order to contribute the potence to our country. This plan will combine the analyze of our countries’ bearing and bearing heating market, and uses the SWOT method to analyse the strength, weakness, opportunities and threaten of the project, basses on the analyze, to establish the operating, marketing and financial plan, in order to offer the exact data to the investors. This project will establish A company, and set up the strategy “bases on the strength, become the first class and most famous bearing heating machine manufacturing company in the world for 5 years, sets up the worldwide sale network.” In order to complete the goal, A company work out the operating plan, the profit source is made up of manufacturing, mobile, company of north China, south China, east China, Japan, South Korea and Holland, with the position of “middle-low price and high quality”,in order to take up the market share. A company makes up the marketing plan with price, product, place and promotion. The total investment of the project is about 5.35 million. ZM company will invest 2 million, and attract the Venture Capital 2 million, and is provided a loan of 1.35 million to solve the flow cash problem. According to the forecasting, the project can earn more than 1.8 million net profit, the invest date is 1.92 years, the MIRR is 34%. The risk of the project is the economic, marketing, financial and materials risk, bases on this, the author put forward the suggestion. Key words: Bearing heating machine; Bearing assemble; Business plan目 录 摘要.........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表目录..................................................................................................................................VI 第一章 绪 论..........................................................................................................................1 1.1 研究背景与意义.............................................................................................................. 1 1.2 文献综述.......................................................................................................................... 2 1.2.1 相关理论综述........................................................................................................... 2 1.2.2 商业计划书综述....................................................................................................... 5 1.2.3 关于轴承生产企业商业运作的文献综述................................................................ 6 1.3 研究内容与研究方法...................................................................................................... 7 1.3.1 研究内容................................................................................................................... 7 1.3.2 研究方法................................................................................................................... 8 第二章 项目概况......................................................................................................................9 2.1 ZM 公司概况.................................................................................................................... 9 2.2 轴承加热器项目概况...................................................................................................... 9 2.3 本章小结........................................................................................................................ 13 第三章 项目外部环境分析....................................................................................................14 3.1 宏观环境分析................................................................................................................ 14 3.2 轴承及轴承加热行业发展趋势.................................................................................... 15 3.3 主要竞争对手分析........................................................................................................ 18 3.4 本章小结........................................................................................................................ 20 第四章 项目发展战略与运营计划........................................................................................22 4.1 SWOT 分析 .................................................................................................................... 22 4.2 项目发展战略与发展计划............................................................................................ 23 4.3 基于项目战略的运营计划............................................................................................ 24 4.3.1 公司股权结构......................................................................................................... 24 4.3.2 组织结构设置......................................................................................................... 244.3.3 人力资源规划......................................................................................................... 25 4.3.4 项目管理模式..............................................................