摘要 随着社会主义建设完善和科学技术的发展，人民的生活水平日益提高。空调作为小 康生活水平的标志产品之一，不仅走进高楼大厦， 也走进千家万户当中。尽管现在的空 调市场前景巨大，但却被公认为耗能最高的电器产品之一。空调中所使用的氟利昂等制 冷剂会严重破坏大气层中的臭氧层，对地球的 生态环境造成非常严峻的影响。基于节能 和环保的考虑，碳氢制冷剂这种替代产品应运而生。其节能效率可以达到普通制冷剂 10%-15%左右，并对臭氧层几乎没有任何损耗 。 本选题旨在引进当今世界上最新的碳氢制冷剂专利产品，其产品的节能效果可以达 到20%-40%。碳氢制冷剂市场潜力巨大，引进的可行性也足够好。从风险角度考虑，虽 然该项目没有太多可以参考的案例和数据，具有一定的风险性，但是完全可以通过有效 措施极大地降低和规避已知的风险；从财务角度考虑，该项目的效益和回报率较高 ，具 有可投资性。此项目既迎合国家节能的倡议，又符合保护环境的时代使命。 本文首先对制冷剂的发展历程、节能环保政策等背景进行综述，并对PEST、波特 五力 理论、SWOT等相关分析工具进行简单介绍。并利用PEST理论、波特五力理论对 碳氢制冷剂的外部环境和行业的基本竞争态势进行分析；通过SWOT分析工具对项目 的优势、 劣势、机会和威胁进行阐述并分析引进国内的可行性，从而提炼出本项目的主 要战略、确定主要市场定位，采用4P营销理论制定营销策略，并围绕发展战略制定了 项目未 来五年具体的发展计划、团队规划、营销计划、并对其中的投资成本、收益分析、 财务预测、财务报表进行分析，对项目未来可能会产生的经营风险和技术风险进行分析， 并给出相应的保障策略，确保本项目顺利实施。 本文作为商业计划书，以制冷剂产品作为项目的发起点，通过引进和发展拥有节能 环保优势的新型碳氢制冷剂，为制 冷剂市场注入一股新鲜血液，也为未来制冷剂市场的 发展提供一定程度的参考价值。 关键词：碳氢制冷剂；可行性分析；商业计划书 - II - The Business Plan of Hydrocarbon Refrigerant Abstract With the perfection of socialist construction and the development of science and technology, people's living standards are improving day by day. As one of the symbolic products of well-off living standard, air conditioning not only goes into high-rise buildings, but also into millions of households. Although the air conditioning market has great prospects, it is recognized as one of the most energy- consuming electrical products. Freon and other refrigerants used in air conditioning will seriously destroy the ozone layer in the atmosphere and have a very severe impact on the earth's ecological environment. Considering energy saving and environmental protection, hydrocarbon refrigerant is an alternative product. Its energy-saving efficiency can reach about 10% - 15% of ordinary refrigerants, and there is almost no loss of the ozone layer. This topic aims to introduce the world's newest patented hydrocarbon refrigerant products, whose energy-saving effect can reach 20% - 40%. The market potential of hydrocarbon refrigerants is huge, and the feasibility of introducing hydrocarbon refrigerants is good enough. From the risk point of view, although the project does not have too many cases and data to refer to, it has a certain risk, but it can greatly reduce and avoid the known risk through effective measures; from the financial point of view, the project has a higher benefit and return rate, and is investable. This project not only caters to the national energy-saving initiatives, but also conforms to the mission of the era of environmental protection. Firstly, this paper reviews the development history of refrigerants, energy saving and environmental protection policies, and briefly introduces PEST, Porter's Five Forces Theory, SWOT and other related analysis tools. The external environment of hydrocarbon refrigerant and the basic competitive situation of the industry are analyzed by using PEST theory and Porter's Five Forces theory. The advantages, disadvantages, opportunities and threats of the project are described and the feasibility of introducing the project into China is analyzed by SWOT analysis tool, so as to refine the main strategy of the project and determine the main market position. Using 4P marketing theory to formulate marketing strategy, and around the development strategy to formulate the specific development plan, team planning, marketing plan for the next five years of the project, and to analyze the investment cost, income analysis, financial forecast, financial statements among them, to divide the operational risk and technical risk that may arise in the future of the project. Analysis and give the corresponding safeguard strategy to ensure the smooth implementation of the project. - III - As a business plan, this paper takes refrigerant products as the starting point of the project. By introducing and developing new hydrocarbon refrigerants with energy saving and environmental protection advantages, it injects fresh blood into the refrigerant market and provides a certain reference value for the future development of refrigerant market. Key Words：Hydrocarbon Refrigerant; Feasibility Analysis; Business Plan - IV - 目 录 摘要 . I Abstract . II 1 绪论 .. 1 1.1 研究背景及意义 .. 1 1.2 相关理论基础 ...... 2 1.2.1 PEST理论 . 2 1.2.2 波特五力理论 .......................... 3 1.2.3 SWOT理论 .............................. 3 1.2.4 4P营销理论 ............................. 4 1.3 主要研究方法 ...... 4 2 项目简介 ......................... 6 2.1 项目简介 .............. 6 2.2 产品介绍 .............. 7 2.2.1 产品简介 ... 7 2.2.2 产品类 型 ... 7 2.2.3 产品特点 ... 8 3 项目投资环境及市场分析 ............................ 9 3.1 宏观环境分析 ...... 9 3.1.1 政治环境分析 .......................... 9 3.1.2 经济环境分析 ........................ 10 3.1.3 社会环境分析 ........................ 11 3.1.4 技术环境分析 ........................ 11 3.2 行业竞争分析 .... 12 3.2.1 行业内竞争者 .......................... 12 3.2.2 潜在的进入者 ........................ 14 3.2.3 替代者的威胁 ........................ 16 3.2.4 供应商的议价能力 ................ 16 3.2.5 客户的议价能力 .................... 16 3.3 项 目SWOT分析 .............................. 17 3.3.1 项目优势分析 .......................... 17 3.3.2 项目劣势分析 ........................ 17 - V - 3.3.3 项目机会分析 ........................ 18 3.3.4 项目威胁分析 ........................ 18 4 项目发展计划 ............... 21 4.1 初创期计划 ........ 21 4.2 发展期计划 ........ 21 4.3 投资计划 ............ 23 4.4 组织架构与人力资源计划 ............... 23 4.4.1 组织框架及岗位设置 .............. 23 4.4.2 职能分工及员工组建 .............. 24 4.5 运行管理组织流程 ........................... 26 4.5.1 决策层 ....... 26 4.5.2 管 理层 ....... 26 4.5.3 其他 ........... 26 5 项目营销计划 ............... 28 5.1 公司核心竞争力 28 5.2 目标市场定位 .... 28 5.2.1 市场细化 . 28 5.2.2 目标市场选择 ........................ 29 5.2.3 市场定位 . 29 5.3 4P营销计划 ....... 30 5.3.1 产品策略 . 30 5.2.2 价格策略 . 30 5.2.3 销售渠道 . 31 5.2.4 促销策略 . 32 6 项目财务分析及计划 ... 34 6.1 投资成本分析 .... 34 6.2 投资与收益分析 36 6.2.1 资本构成 . 36 6.2.2 资金退出机制 ........................ 36 6.3 财务数据预测 .... 37 6.3.1 预计主营业务收入 ................ 37 6.3.2 预计公司经营成本 ................ 37 - VI - 6.4 财务报表 ............ 38 6.4.1 损益表 ..... 38 6.4.2 现金流量表 ............................ 39 6.4.3 资产负债 表 ............................ 40 6.4.4 财务分析 . 42 7 项目风险预测及计划 ... 43 7.1 经营风险及应对 43 7.1.1 市场风险分析及对应策略 ...... 43 7.1.2 合作风险及对应策略 .............. 43 7.1.3 销售渠道风险及对应策略 ...... 44 7.2 技术风险及应对 45 结 论 ............................. 48 。。。。。。以下内容略