【摘要】：AX醫(yī)療器械公司（下稱公司）是一家長期從事醫(yī)療設(shè)備研發(fā)和制造的成熟企業(yè)，通過對醫(yī)療市場行業(yè)分析，發(fā)現(xiàn)國內(nèi)醫(yī)療市場對公司研發(fā)出來的新型體外沖擊波治療儀需求旺盛，而傳統(tǒng)針對大醫(yī)院的體外沖擊波碎石機(jī)市場也已經(jīng)接近飽和，公司通過本次計劃引入沖擊波治療儀項目開拓未來醫(yī)療市場，而股權(quán)融資是融資成本較低的融資方式，因此本次項目將希望引入風(fēng)險投資，布局和發(fā)展國內(nèi)的體外沖擊波治療儀市場。 而風(fēng)險投資機(jī)構(gòu)也希望通過對有市場潛力的AX公司進(jìn)行股權(quán)投資而最后獲得高額回報，但是對于企業(yè)估值這一關(guān)鍵地方確實一道難題，因此本商業(yè)計劃書為此項目撰寫，以研究項目的可行性和具體實施措施。 由于本項目將涉及新產(chǎn)品和社區(qū)醫(yī)院這類的公司以前少接觸的新市場，本文在開始介紹公司內(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)競爭態(tài)勢，得出企業(yè)所處良好的大環(huán)境和競爭適當(dāng)?shù)男袠I(yè)環(huán)境，適合項目開展。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)行市場定位和目標(biāo)市場容量估計，并定出五年內(nèi)企業(yè)的銷售目標(biāo)，以4P理論對項目的產(chǎn)品、定價、渠道和促銷進(jìn)行了詳細(xì)的研究并制定出營銷計劃和運(yùn)營計劃。 最后是從經(jīng)營分析的角度對項目的收入、費(fèi)用、成本，現(xiàn)金流量等進(jìn)行預(yù)測，還對項目凈現(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，由于涉及風(fēng)險融資,本次將分析敏感因素并從風(fēng)險控制角度對本項目投資和運(yùn)營可能涉及的風(fēng)險因素，提出針對性的對策。
[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)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F406.72;F426.4

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