导　　师： 叶广宇

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 乐善机械实业有限公司基于扩充现有产能、满足市场需求和利用国家政策三方面的考虑，决定在顺德大良科技园上马一个生产基地建设项目。本文的主要内容就是结合乐善机械内外部环境，分析本项目是否具备可行性。 本文分为七章，主要阐述以下四方面的内容：首先，简述乐善机械和新建项目以及工业园区的基本情况，包括乐善机械发展历程和项目的竞争优势、风险分析以及工业园区的区位优势，在此基础上详细介绍了项目设计与建设方案；接着，对项目进行市场分析和竞争分析，通过运用PEST和SWOT以及“五力模型”等战略分析工具，全面阐述了本项目面临的外部宏观环境以及机会和威胁，总结了企业内部具备的优势和劣势，揭示了本项目所处的产业竞争态势与格局；然后，在前面分析基础上通过进一步确定目标市场分析市场需求，制定了本项目产品的营销策略；最后，对本项目各项财务指标进行分析，预测项目投产后的投资收益情况。 综合内外部环境分析、风险分析和投资收益分析，最后得出结论：本项目风险可控，具备投资价值。 Considering the expansion of the existing production capacity,meeting market demandand utilizing national policy, Leshan Machinery Industrial Co., Ltd. decides to launch aproduction base construction project in the the Daliang Technology Park of ShunDe city.Themain content of this paper is to analysis whether this project is feasible by combining theLeShan machinery internal and external environment. This paper is divided into seven chapters, mainly describing the following four aspects:First of all, we give a brief introduction of the basic situation of LeShan machinery and newproject, as well as the industrial park, including LeShan machinery development process andthe project’s competitive advantage, risk analysis, and the industrial park locationadvantages,then we make a detailed introducion of the project design and constructionprogram;Next, market analysis and competitive analysis of the project are made. Through theuse of PEST and SWOT and five Forces model strategic analysis tools, we elaborate theexternal macroenvironment, opportunities and threats the project faced, and summarize thestrengths and weaknesses within the enterprise, reveale the project in which the industrialcompetitive situation and pattern; Then, We develop a project marketing strategy of thisproduct on the basis of analysis of market demand by further identifying target markets;Finally,we forecast the investment earnings after the project is put into operation on theproject's financial indicators. After a Comprehensive internal and external environment analysis, risk analysis andinvestment earnings analysis having been made,we get the final conclusion: the project risk iscontrollable and worth to be invested.

关 键 词： 商业计划书 市场分析 竞争分析 营销策略 财务分析

分 类 号： [F722 F426.4]

领　　域： [经济管理] [经济管理]