在汽车自动化应用行业中，产业集群化是应对大环境经济发展放缓的有效手段。其 表现方式是由汽车行业中的上游企业通过强有力的产业号召力建立 起边界明确的产业 生态圈，然后各细分产业中的龙头企业以各自擅长的经营模式向中心靠拢。在过去的十 多年里，汽车主机厂企业与其一级供应商在产业集群化过程中最为典型 的策略就是建立 配件中心，其主要作用是解决汽车主机厂与一级供应商生产节拍不一致的问题。到了今 天，配件中心承载的已不单单只是协调上下游企业的生产节拍这一功能， 还有诸如拓展 目的地市场业务、完善售后服务、更新技术模块、降低主营业务成本等多方面多维度的 作用。C 公司是一家专注于汽车柔性塑焊领域的国内自动化集成商，目前正 计划在德国 慕尼黑建立配件中心以进行海外市场开拓，本文以其作为出发点撰写配件中心项目的商 业计划书，深入分析项目所处环境、项目竞争优劣势、项目预期经营情况等， 挖掘项目 的投资价值，为 C 公司配件中心接下来的投融工作提供一定的建议。 本文首先对配件中心项目产生的背景进行探讨，了解配件中心出现的背景以及设立 的意义，明确 本文的研究方法和技术路线。在文章的开始我们会就项目的具体内容做出 说明，包括 C 公司业务简介、配件中心具体内容、运作团队、商务形式等，制定商业模 式画布，然后对 配件中心的市场需求情况进行分析，探究主营业务的市场空间，接着对 项目的外部环境进行分析，讨论项目进入国外市场的可行性，并使用“波特五力模型”、 SWOT 矩阵分析对 项目的竞争形势进行进一步探讨，得出项目的主要竞争战略。在项目 运营策略方面，本文通过 STP 营销分析法和 4P 分析法制定项目的细分市场策略、产品 策略、定价策略和营 销渠道策略，并以此为基础规划项目的运营组织架构和运营团队， 为本次项目的关键环节提出了具体运营方案。 在商业计划书的投资效益环节中，本文从项目初期融资需求、项 目建设周期、项目 投资明细入手，对项目整体投资情况进行介绍。然后通过预测项目的主营产品收入、成 本以及其他费用情况进行项目未来五年财务报表分析，并结合投资回收 期分析、NPV 分 析得出该项目的投资建议。最后使用单因素和多因素相结合的敏感性分析法，对项目预 期发生的风险进行识别和管理，提出明确的应对方案。 本文为 C 公司投 资建立海外配件中心的商业研究分析，希望通过全面地探讨项目所 面临的问题，为项目未来落地经营提供一定的借鉴作用。 关键词：配件中心；商业计划书；自动化集成商；汽 车行业II ABSTRACT In the automotive automation application industry, industrial clustering is an effective means to deal with the slowdown of the overall economic development. The way of performance is that the upstream enterprises in the automobile industryestablish a well-defined industrial ecosphere with strong industrial appeal, and then the leading enterprises in each subdivision of the industry move closer to the center with their good business models. In the past ten years, the most typical strategy in the industrial clustering process of automobile main engine factory and its primary supplier is to establish the focus factory, whose main function is to solve the problem that the production time of automobile main engine factory is not consistent with that of primary supplier. Today, the focus factory has not only carried out the function of coordinating the production tempo of upstream and downstream enterprises, but also played a multi-dimensional role in expanding the business of destination market, improving after-sales service, updating technology modules, and reducing the cost of main business. C company is a focus on automotive flexible plastic welding in the field of domestic automation integrator, is now plans to establish focus factoryin Munich, Germanyfor overseas market development, this paper takes it as a starting point to write the focus factory business plan of the project , the thorough analysis project environment, competition, such as project expected operating situation, the advantages and disadvantages in mining investment value of the project, to C company's core supporting cast melting factory the next job offer some Suggestions. This paper first discusses the background of the project, understands the background of the emergence of the focus plant and the significance of its establishment, and clarifies the research methods and technical route of this paper. Project in the beginning of the article we will make notes specific content, including C company business introduction, focus factory concrete content, operation team, business forms, etc., to develop business model canvas, and then analyzes the external environment of the project, discuss the feasibility of the project into the foreign market, and use the Michael Porter's Five Forces Model, SWOT matrix analysis, to further explore the competition situation of project,it is concluded that the competitive strategy of project. In terms of project operation strategy, this paper formulates the market segmentation strategy,product strategy,pricing strategyandmarketingchannelstrategyofthe project through STP marketing analysis and 4P analysis, and plans the operation organizational structure and operation team of the project on this basis, and proposes specific operation plan for the key links of the project.III In the link of investment benefit of the business plan, this paper introduces the overall investment situation of the project from the beginning financing demand, project construction period and project investment details.Then,byforecastingthe revenue,cost andotherexpenses of the main products of the project, analyze the financial statement of the project in the next five years, and combine the analysis of payback period and NPV analysis to get the investment proposal of the project. Finally, the sensitivity analysis method combining single factor and multiple factors is used to identify and manage the expected risks of the project, and a clear response plan is proposed. This paper conducts business research and analysis on the investment and establishment of overseas focus factories by C company, hoping to provide certain reference for the future operation of the project by comprehensively discussing the problems faced by the project. Keywords: focus factory; business plan; automation integrator; automobile industryIV 目 录 摘要...............I Abstract ......... II 图表目录...VIII 第一章 绪论..1 1.1 研究背景及意义 ................ 1 1.1.1 研究背 景..................... 1 1.1.2 研究意义..................... 3 1.2 研究现状与文献评述 ........ 4 1.2.1 商业计划书相关理论研究........................ 5 1.2.2 管理学相关理论......... 5 1.2.3 项目运营战略相关理论............................ 6 1.2.4 自动化集成行业相关理论........................ 8 1.3 研究内容 和方法 .............. 10 1.3.1 研究内容................... 10 1.3.2 研究方法................... 11 1.4 论文的主要框架和技术路线 ......................... 12 1.4.1 论文的主要框架....... 12 1.4.2 技术路线................... 13 第二章 配件中心项目概述.......14 2.1 C 公司主体介绍 ............... 14 2.1.1 C 公司简介 ................ 14 2.1.2 C 公司主要技术、产品和服务 ............... 15 2.2 配件中心项目相关内容介绍 ......................... 18 2.2.1 “配件中心”概念介绍 18 2.2.2 C 公司配件中心项目简介 ....................... 19 2.3 配件中心项目商业模式 .. 20 2.3.1 C 公司的商业模式 .... 21 2.3.2 配件中心项目商业模式陈 述.................. 23V 2.3.3 配件中心项目商业模式画布.................. 24 2.4 本章小结 .......................... 25 第三章 配件中心项目的市场分 析..........................26 3.1 行业概况 .......................... 26 3.1.1 行业简介................... 26 3.1.2 行业发展现状........... 28 3.1.3 国内外 市场现状....... 29 3.2 市场规模 .......................... 31 3.2.1 市场需求分析........... 31 3.2.2 市场供给分析........... 33 3.2.3 市场规模测算........... 34 3.3 市场准入分析 .................. 36 3.3.1 欧洲汽配市场痛点分析.......................... 36 3.3.2 欧洲汽配市场发展趋势.......................... 37 3.3.3 C 公司进入欧洲市场简要分析 ............... 39 3.4 本章小结 .......................... 40 第四章 配件中心项目的环境分析..........................41 4.1 配件中心项目竞争环境分析 ......................... 41 4.1.1 海外自动化集成行业现有竞争者的竞争能力..................... 41 4.1.2