AX公司治療儀項(xiàng)目商業(yè)計(jì)劃書(shū)
發(fā)布時(shí)間：2018-08-14 14:48
【摘要】：AX醫(yī)療器械公司（下稱公司）是一家長(zhǎng)期從事醫(yī)療設(shè)備研發(fā)和制造的成熟企業(yè)，通過(guò)對(duì)醫(yī)療市場(chǎng)行業(yè)分析，發(fā)現(xiàn)國(guó)內(nèi)醫(yī)療市場(chǎng)對(duì)公司研發(fā)出來(lái)的新型體外沖擊波治療儀需求旺盛，而傳統(tǒng)針對(duì)大醫(yī)院的體外沖擊波碎石機(jī)市場(chǎng)也已經(jīng)接近飽和，公司通過(guò)本次計(jì)劃引入沖擊波治療儀項(xiàng)目開(kāi)拓未來(lái)醫(yī)療市場(chǎng)，而股權(quán)融資是融資成本較低的融資方式，因此本次項(xiàng)目將希望引入風(fēng)險(xiǎn)投資，布局和發(fā)展國(guó)內(nèi)的體外沖擊波治療儀市場(chǎng)。 而風(fēng)險(xiǎn)投資機(jī)構(gòu)也希望通過(guò)對(duì)有市場(chǎng)潛力的AX公司進(jìn)行股權(quán)投資而最后獲得高額回報(bào)，但是對(duì)于企業(yè)估值這一關(guān)鍵地方確實(shí)一道難題，因此本商業(yè)計(jì)劃書(shū)為此項(xiàng)目撰寫，以研究項(xiàng)目的可行性和具體實(shí)施措施。 由于本項(xiàng)目將涉及新產(chǎn)品和社區(qū)醫(yī)院這類的公司以前少接觸的新市場(chǎng)，本文在開(kāi)始介紹公司內(nèi)部情況和治療儀產(chǎn)品，利用PEST方法分析醫(yī)療設(shè)備市場(chǎng)宏觀環(huán)境和治療設(shè)備行業(yè)情況，使用五力模型分析行業(yè)競(jìng)爭(zhēng)態(tài)勢(shì)，得出企業(yè)所處良好的大環(huán)境和競(jìng)爭(zhēng)適當(dāng)?shù)男袠I(yè)環(huán)境，適合項(xiàng)目開(kāi)展。推導(dǎo)出企業(yè)的盈利模式和發(fā)展規(guī)劃，并根據(jù)模式和規(guī)劃進(jìn)行市場(chǎng)定位和目標(biāo)市場(chǎng)容量估計(jì)，并定出五年內(nèi)企業(yè)的銷售目標(biāo)，以4P理論對(duì)項(xiàng)目的產(chǎn)品、定價(jià)、渠道和促銷進(jìn)行了詳細(xì)的研究并制定出營(yíng)銷計(jì)劃和運(yùn)營(yíng)計(jì)劃。 最后是從經(jīng)營(yíng)分析的角度對(duì)項(xiàng)目的收入、費(fèi)用、成本，現(xiàn)金流量等進(jìn)行預(yù)測(cè)，還對(duì)項(xiàng)目?jī)衄F(xiàn)值、內(nèi)部收益率等經(jīng)濟(jì)效益指標(biāo)進(jìn)行分析。同時(shí)，由于涉及風(fēng)險(xiǎn)融資,本次將分析敏感因素并從風(fēng)險(xiǎn)控制角度對(duì)本項(xiàng)目投資和運(yùn)營(yíng)可能涉及的風(fēng)險(xiǎn)因素，提出針對(duì)性的對(duì)策。
[Abstract]:Ax Medical Devices Company (hereinafter referred to as "the Company") is a mature enterprise engaged in the development and manufacture of medical equipment for a long time, through the analysis of the medical market industry, It was found that the domestic medical market had a strong demand for the new extracorporeal shock wave therapy instrument developed by the company, and the market for the traditional extracorporeal shock wave lithotriptor for large hospitals was also nearly saturated. Through this plan, the company will introduce shock wave therapy equipment project to develop the future medical market, and equity financing is the financing method with lower financing cost. Therefore, the project will hope to introduce venture capital. Layout and development of extracorporeal shock wave therapy apparatus market. Venture capitalists also hope to end up with a high return on equity investments in ax companies with market potential, but this business plan is written for this project because there is a real problem with the key point of corporate valuation. To study the feasibility of the project and specific implementation measures. Since this project will involve new products and new markets that companies such as community hospitals have previously been less exposed to, this article begins with an introduction to the company's internal situation and therapeutic equipment products, By using PEST method to analyze the macro environment of medical equipment market and the situation of treatment equipment industry, and to use the five forces model to analyze the competition situation of the industry, it is concluded that the good environment and the appropriate competition environment of the enterprise are suitable for the project development. The profit model and development plan of the enterprise are deduced, and the market orientation and the target market capacity are estimated according to the model and plan, and the sales target of the enterprise within five years is set, and the products of the project are priced with the 4P theory. Channels and promotions were studied in detail and marketing plans and business plans were worked out. Finally, the project income, cost, cost and cash flow are forecasted from the angle of management analysis, and the economic benefit indexes such as project net present value and internal rate of return are also analyzed. At the same time, because of the risk financing involved, this paper will analyze the sensitive factors and put forward the corresponding countermeasures from the risk control point of view of the investment and operation of the project.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F406.72;F426.4
本文編號(hào)：2183201
[Abstract]:Ax Medical Devices Company (hereinafter referred to as "the Company") is a mature enterprise engaged in the development and manufacture of medical equipment for a long time, through the analysis of the medical market industry, It was found that the domestic medical market had a strong demand for the new extracorporeal shock wave therapy instrument developed by the company, and the market for the traditional extracorporeal shock wave lithotriptor for large hospitals was also nearly saturated. Through this plan, the company will introduce shock wave therapy equipment project to develop the future medical market, and equity financing is the financing method with lower financing cost. Therefore, the project will hope to introduce venture capital. Layout and development of extracorporeal shock wave therapy apparatus market. Venture capitalists also hope to end up with a high return on equity investments in ax companies with market potential, but this business plan is written for this project because there is a real problem with the key point of corporate valuation. To study the feasibility of the project and specific implementation measures. Since this project will involve new products and new markets that companies such as community hospitals have previously been less exposed to, this article begins with an introduction to the company's internal situation and therapeutic equipment products, By using PEST method to analyze the macro environment of medical equipment market and the situation of treatment equipment industry, and to use the five forces model to analyze the competition situation of the industry, it is concluded that the good environment and the appropriate competition environment of the enterprise are suitable for the project development. The profit model and development plan of the enterprise are deduced, and the market orientation and the target market capacity are estimated according to the model and plan, and the sales target of the enterprise within five years is set, and the products of the project are priced with the 4P theory. Channels and promotions were studied in detail and marketing plans and business plans were worked out. Finally, the project income, cost, cost and cash flow are forecasted from the angle of management analysis, and the economic benefit indexes such as project net present value and internal rate of return are also analyzed. At the same time, because of the risk financing involved, this paper will analyze the sensitive factors and put forward the corresponding countermeasures from the risk control point of view of the investment and operation of the project.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F406.72;F426.4
【參考文獻(xiàn)】
相關(guān)期刊論文 前1條
1 張家倫;;企業(yè)價(jià)值評(píng)估方法分類及其利弊分析[J];蘭州商學(xué)院學(xué)報(bào);2007年04期
，本文編號(hào)：2183201
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