本着手研究的 WWW 公司，从事中低端市场的 LED 封装、照明、PCB 的研发、 生产和销售，具有照明一体化解决方案的高新技术民营企业，其 LED 封装产品 LED 灯 珠销量稳居全球第一，但利润率持续下滑，基于以上因素和考虑到长远发展，不得不转 型高端市场，而 PH 公司是理想的选择之首。故，WWW 公司计划成立“WWW 公司 PH LED 照明项目”，与 PH 公司合作，成为 PH 公司重要的 LED 照明一体化解决方案的主 要供应商，来推动和实现转型。 本以商业计划书的撰写模式，以 PH LED 照明项目为研究对象，结合各种分析 工具进行全面分析。首先运用 PEST 模型与五力模型对项目面临的宏观及行业环境进行 了详细分析，再以 SWOT 分析法将项目内、外部环境进行对比。通过综合运用以上多 种战略管理工具进行环境分析后确定项目将采取的市场竞争战略和经营战略；进而进行 产品定位，决定采取的营销渠道，以及营销目标；随后根据营销目标进行详细的运营管 理。接着在作为重要内容的财务分析中，通过估测收入、成本得出开发期内各年度的现 金流量，并通过 EXCEL 中财务函数求得净现值（NPV）、修正的内部收益率(MIRR)、 回收期等财务主要指标。最后对于项目融资的退出机制进行了说明，同时也对项目所面 临的风险进行了定量分析。 此项目初始投资需要 12 亿元，由母公司旗下 MLS 投资有限公司独家投资。根据资 本资产定价模型（CAPM），项目资本成本为 11.954%；项目的净现值（NPV）为 124,794 万元，远大于零；修正内部报酬率（MIRR）为 26.36%，大于项目资本成本；动态投资 回收期为 2.72 年，低于投资者期望的 3 年投资回收期，可见本项目的经济效益十分显著。 最后，风险分析表明，本项目具有较强的抗风险能力，在提前做好风险的规避转移情况 下，风险可控。 在此背景下，本以“WWW 公司 PH LED 照明项目商业计划书”为题进行研究， 以期为项目赢得投资者青睐而获取必要的投资。 关键词，商业计划书；LED；高端市场II Abstract This paper set out to study the WWW company, is engaged in the low-end market LED encapsulation, development, production and sales of lighting, PCB, with integration of lighting solutions of high-tech private enterprises, the LED packaging products LED lamp bead the no.1 global sales, but profit margins continue to decline, based on the above factors and considering the long-term development, have to transform the high-end market, and is the ideal choice of PH company.Therefore, WWW company plans to set up WWW company PH LED lighting project : cooperate with PH company, become the important integration of LED lighting solutions of PH company, the major suppliers of transformation to promote and implement. This paper adopts the writing mode of business plan, takes PH LED lighting project as the research object, and combines various analysis tools for comprehensive analysis.Firstly, PEST model and five forces model were used to make a detailed analysis of the macro and industrial environment faced by the project. Then, SWOT analysis was used to compare the internal and external environment of the project.Through the comprehensive use of the above strategic management tools for environmental analysis, the project will adopt the market competition strategy and operation strategy;Then the product positioning, the decision to adopt marketing channels, and marketing goals;Then conduct detailed operation management according to the marketing target.Then in as an important content of financial analysis, through the estimated revenue each year's cash flow, cost, it is concluded that the development period, and through the EXCEL finance function in the net present value (NPV), modified internal rate of return (MIRR), such as payback period financial main indicators.Finally, the exit mechanism of project financing is explained, and the risks of the project are also analyzed quantitatively. The initial investment of this project requires 1.2 billion yuan, which is invested exclusively by the parent company's MLS investment co., LTD.According to the capital asset pricing model (CAPM), the project capital cost is 11.954%.The net present value (NPV) of the project is 124,794 million yuan, far greater than zero.The revised internal rate of return (MIRR) is 26.36%, which is greater than the project capital cost.The dynamic investment payback period is 2.72 years, which is lower than the expected three-year investment paybackIII period of investors, indicating that the economic benefits of this project are very significant.Finally, the risk analysis shows that this project has a strong ability to resist risks, and the risk can be controlled if the risk is avoided and transferred in advance. In this context, this paper takes business plan of PH LED lighting project of WWW company as the topic for research, in order to gain the necessary investment for the project to win the favor of investors. Key words: Business plan;The LED;High-end marketIV 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 研究方法与内容.................. ..............................................................................4 第二章 项目特点分析......................................................................................................7 2.1 项目概述.............................................................................................................7 2.2 LED 特点分析.....................................................................................................7 2.3 WWW 公司特点分析........................................................................................11 2.4 PH 公司特点分析..............................................................................................15 2.5 项目背景特征分析............................................................................................16 2.6 本章小结...........................................................................................................17 第三章 环境分析与战略规划........................................................................................18 3.1 宏观环境分析...................................................................................................18 3.1.1 政策因素分析........................................................................................18 3.1.2 经济因素分析........................................................................................19 3.1.3 社会因素分析........................................................................................20 3.1.4 技术因素分析........................................................................................20 3.2 行业环境分析..................................................................................................21 3.3 项目 SWOT 分析.............................................................................................23 3.4 项目战略..........................................................................................................24 3.4.1 公司发展目标.......................................................................................24 3.4.2 项目战略规划.......................................................................................24 3.5 本章小结..........................................................................................................25 第四章 营销方案与运营管理.......................................................................................26 4.1 客户需求..........................................................................................................26 4.2 产品定位........................................................................................