LBJ公司人造板项目商业计划书
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摘要
本文以LBJ公司准备新建的人造板项目作为研究对象,通过对LBJ公司内外部行业环境分析,根据公司的愿景和发展目标,设计出其人造板项目2010-2014年发展的商业计划,即建设年产10万m3多层实木复合地板、22万m~3中(高)密度纤维板和20万m~3的刨花板的现代化人造板厂。
本文通过人造板项目市场环境和竞争态势分析,确立项目的可行性;利用营销战略,细分市场,选择目标市场、目标顾客群,进行市场定位。运用工商管理理论,找准企业的优势和核心竞争力,制定出相应独特的产品策略及价格策略,走总成本领先、高科技、低碳环保的发展道路,再配合有效的渠道策略和丰富多彩的促销策略,将其生产的人造板成功推向市场。根据人力资源管理理论,配设相应的管理机构和人员。选择风险与回报的平衡点,通过产业规模和打造品牌,实现市场占有率;通过签订长期购销合约,保证购销价格稳定;采取现代管理,降低生产成本和管理费用,使企业能够生存和发展,实现公司价值的最大化。
This paper focuses its investigation subject on the new-planning project of wood based boards of LBJ Company. Through the analysis of the internal and external industry environment of LBJ Company, in accordance with the company’s developing objectives and its perspectives, it makes a commercial plan for this project aiming at its development during the years from 2010 to 2014. That is to construct a modern synthetic board manufactory with annual production of 100,000 cubic meters of laminate wooden flooring, 220,000 cubic meters of moderate (high) density fiberboard, and 200,000 cubic meters of flakeboard.
This paper analyzes the marketing environment of the wood based boards in the project and its competitive situation in order to ensure the feasibility of the project. It carefully classifies the markets on the basis of the marketing strategies,selecting a suitable targeting market and target customers so as to locate its potential market. By the assistant of the theory of Business Administration, it finds out the advantages and core edges of the company,formulates correspondingly the particular strategies for outputting and pricing, insisting on a way of development of optimal cost, high technology and low-carbon & ecology-friendly operation. Meanwhile, it proposes a plan combining the effective distributing strategy and various promotion strategies to push the products of wood based boards to the market successfully. According to the theory of Human Resources Management, it assumes to set up a series of corresponding managing departments staffed professionally. It also argues to find an appropriate point of balance between the risk and return; by increasing the industry scale and building brand fame, to realize its market share goal; to ensure the stability of the cost price and selling price through the long-termed purchase and sales contracts; decreasing the cost and administration charges by modern management, to make the company survive and develop, and so as to maximize the value of the company.
本文通过人造板项目市场环境和竞争态势分析,确立项目的可行性;利用营销战略,细分市场,选择目标市场、目标顾客群,进行市场定位。运用工商管理理论,找准企业的优势和核心竞争力,制定出相应独特的产品策略及价格策略,走总成本领先、高科技、低碳环保的发展道路,再配合有效的渠道策略和丰富多彩的促销策略,将其生产的人造板成功推向市场。根据人力资源管理理论,配设相应的管理机构和人员。选择风险与回报的平衡点,通过产业规模和打造品牌,实现市场占有率;通过签订长期购销合约,保证购销价格稳定;采取现代管理,降低生产成本和管理费用,使企业能够生存和发展,实现公司价值的最大化。
This paper focuses its investigation subject on the new-planning project of wood based boards of LBJ Company. Through the analysis of the internal and external industry environment of LBJ Company, in accordance with the company’s developing objectives and its perspectives, it makes a commercial plan for this project aiming at its development during the years from 2010 to 2014. That is to construct a modern synthetic board manufactory with annual production of 100,000 cubic meters of laminate wooden flooring, 220,000 cubic meters of moderate (high) density fiberboard, and 200,000 cubic meters of flakeboard.
This paper analyzes the marketing environment of the wood based boards in the project and its competitive situation in order to ensure the feasibility of the project. It carefully classifies the markets on the basis of the marketing strategies,selecting a suitable targeting market and target customers so as to locate its potential market. By the assistant of the theory of Business Administration, it finds out the advantages and core edges of the company,formulates correspondingly the particular strategies for outputting and pricing, insisting on a way of development of optimal cost, high technology and low-carbon & ecology-friendly operation. Meanwhile, it proposes a plan combining the effective distributing strategy and various promotion strategies to push the products of wood based boards to the market successfully. According to the theory of Human Resources Management, it assumes to set up a series of corresponding managing departments staffed professionally. It also argues to find an appropriate point of balance between the risk and return; by increasing the industry scale and building brand fame, to realize its market share goal; to ensure the stability of the cost price and selling price through the long-termed purchase and sales contracts; decreasing the cost and administration charges by modern management, to make the company survive and develop, and so as to maximize the value of the company.
引文
[1] (美)希特(Hitt,M.A.)等著.吕巍等译.竞争与全球化(概念)(原书第8版)[M].北京:机械工业出版社,2009.9
[2]科特勒等著.梅清豪译.营销管理(亚洲版.第3版)[M].北京:中国人民大学出版社,2004
[3] (美)蔡斯(Chase,R.B.)等著.任建标等译.运营管理(原书第11版)[M].北京:机械工业出版社,2007.7
[4] (美)麦圭根(McGuigan,J.R.),(中)李国津等著.管理经济学(中国版.原书第10版)[M].北京:机械工业出版社,2006.1
[5] (美)杰弗里·蒂蒙斯,小斯蒂芬·斯皮内利著.周伟民.吕长春著.创业学:第6版[M].北京:人民邮电出版社,2008.9
[6]吴世农,吴育辉编著.CEO财务分析与决策[M].北京:北京大学出版社,2008.3
[7] (美)杰克逊(Jackson,S.E.),舒勒(Schuler,R.S.)著.范海滨译.人力资源管理:从战略合作的角度(第8版)[M].北京:清华大学出版社,2005.1
[8]华毓坤著.人造板工艺学[M].北京:中国林业出版社,2002.10
[9]何馨.多层实木地板平地崛起[J].中国建材博览.2007.1
[10]陈水合.我国人造板业的发展与进出口贸易[J].中国人造板.2010.02
[11]冷秋.人造板工业结构优化升级热议[J].中国人造板.2008.11
[12]陈雄伟.广东人造板业如何走上振兴之路[J].中国人造板.2009.08
[13]朱光前.木材与木制品市场回顾评析和前景预测[J].中国人造板.2009.04
[14]张士锋.构建人造板行业品牌创新体系“四部曲”[J].中国人造板.2009.10
[15]叶克林.人造板行业发展趋势谈[J].中国人造板.2010.03
[16]沈照仁.工程成材产品的崛起与资源利用的高增值战略[J].人造板通讯.2003.8
[17]崔会旺,杜官本.木材废料和农作物秸秆在木材加工方面的应用[J].林业机械与木工设备.2007.35
[18]任晓峰,申世杰,林翔,丁杰.中国工程木制材料开发大有前景[J].国际木业.2008.4
[19]张建岩.论述影响人造板生产企业创新的因素,并提出了人造板生产企业应在哪些方面进行创新[J].中国人造板.2009.01
[20]余养伦,于文吉.桉树单板高值化利用最新研究进展[J].中国人造板.2009.05
[21]钱小瑜.中国纤维板进出口贸易分析[J].中国人造板.2009.09
[22]黄建忠,张建辉.我国刨花板生产现状与市场分析[J].林业机械与木工设备,2009.06
[23]陈水合,我国纤维板和刨花板业的现状和发展[J].中国人造板.2007.01
[24]王允飞,于文吉,吉发.废弃木质材料循环利用现状及前景分析[J].中国人造板.2010.04
[25]张林俊,黄威.中密度纤维板污水处理厂方案设计及应用实例[J].中国人造板.2008.11
[26]孟宪平,人造板企业“过冬”要突出练好六大内功[J].中国人造板.2009.08
[27] GB/T 11718-1999,中密度纤维板[S]
[28] GB/T18103-2000,实木复合地板[S]
[29] GB/T18012-2000,刨花板[S]
[30] GB/T2589-1990,综合能耗计算通则[S]
[31] GB/8978-1996,污水综合排放标准[S] GB/6297-1996,大气污染物综合排放标准[S]
[2]科特勒等著.梅清豪译.营销管理(亚洲版.第3版)[M].北京:中国人民大学出版社,2004
[3] (美)蔡斯(Chase,R.B.)等著.任建标等译.运营管理(原书第11版)[M].北京:机械工业出版社,2007.7
[4] (美)麦圭根(McGuigan,J.R.),(中)李国津等著.管理经济学(中国版.原书第10版)[M].北京:机械工业出版社,2006.1
[5] (美)杰弗里·蒂蒙斯,小斯蒂芬·斯皮内利著.周伟民.吕长春著.创业学:第6版[M].北京:人民邮电出版社,2008.9
[6]吴世农,吴育辉编著.CEO财务分析与决策[M].北京:北京大学出版社,2008.3
[7] (美)杰克逊(Jackson,S.E.),舒勒(Schuler,R.S.)著.范海滨译.人力资源管理:从战略合作的角度(第8版)[M].北京:清华大学出版社,2005.1
[8]华毓坤著.人造板工艺学[M].北京:中国林业出版社,2002.10
[9]何馨.多层实木地板平地崛起[J].中国建材博览.2007.1
[10]陈水合.我国人造板业的发展与进出口贸易[J].中国人造板.2010.02
[11]冷秋.人造板工业结构优化升级热议[J].中国人造板.2008.11
[12]陈雄伟.广东人造板业如何走上振兴之路[J].中国人造板.2009.08
[13]朱光前.木材与木制品市场回顾评析和前景预测[J].中国人造板.2009.04
[14]张士锋.构建人造板行业品牌创新体系“四部曲”[J].中国人造板.2009.10
[15]叶克林.人造板行业发展趋势谈[J].中国人造板.2010.03
[16]沈照仁.工程成材产品的崛起与资源利用的高增值战略[J].人造板通讯.2003.8
[17]崔会旺,杜官本.木材废料和农作物秸秆在木材加工方面的应用[J].林业机械与木工设备.2007.35
[18]任晓峰,申世杰,林翔,丁杰.中国工程木制材料开发大有前景[J].国际木业.2008.4
[19]张建岩.论述影响人造板生产企业创新的因素,并提出了人造板生产企业应在哪些方面进行创新[J].中国人造板.2009.01
[20]余养伦,于文吉.桉树单板高值化利用最新研究进展[J].中国人造板.2009.05
[21]钱小瑜.中国纤维板进出口贸易分析[J].中国人造板.2009.09
[22]黄建忠,张建辉.我国刨花板生产现状与市场分析[J].林业机械与木工设备,2009.06
[23]陈水合,我国纤维板和刨花板业的现状和发展[J].中国人造板.2007.01
[24]王允飞,于文吉,吉发.废弃木质材料循环利用现状及前景分析[J].中国人造板.2010.04
[25]张林俊,黄威.中密度纤维板污水处理厂方案设计及应用实例[J].中国人造板.2008.11
[26]孟宪平,人造板企业“过冬”要突出练好六大内功[J].中国人造板.2009.08
[27] GB/T 11718-1999,中密度纤维板[S]
[28] GB/T18103-2000,实木复合地板[S]
[29] GB/T18012-2000,刨花板[S]
[30] GB/T2589-1990,综合能耗计算通则[S]
[31] GB/8978-1996,污水综合排放标准[S] GB/6297-1996,大气污染物综合排放标准[S]