电动汽车行业的商业计划书.doc

speed-boat was moving in a circle. it now came straight towards them at tremendous speed. in less than a minute, it roared past them only a few feet away. after it had passed, they swam on as quickly as they could because they knew that the boat would soon return. they had just had enough time to swim out of danger when the boat again completed a circle. on this occasion, however, it had slowed down considerably. the petrol had nearly all been used up. before long, the noise dropped completely and the boat began to drift gently across the water.lesson87 a perfect alibi 极好的不在犯罪现场的证据at the time the murder was committed, i was travelling on the 8.0 oclock train to london, said the man.do you always catch such an early train ? asked the inspector.of course i do, answered the man. i must be at work at 10.0 oclock. my employer will confirm that i was there on time. would a later train get you to work on time ? asked the inspector. i suppose it would, but i never catch a later train.at what time did you arrive at the station ?at ten to eight. i bought a paper and waited for the train.and you didnt notice anything unusual ? of course not.i suggest, said the inspector, that you are not telling the truth. i suggest that you did not catch the 8.0 oclock train, but that you caught the 8.25 which would still get you to work on time. you see, on the morning of the murder, the 8.0 oclock train did not run at all. it broke down at ferngreen station and was taken off the line.lesson88 trapped in a mine 困在矿井里six men have been trapped in a mine for seventeen hours. if they are not brought to the surface soon they may lose their lives. however, rescue operations are proving difficult. if explosives are used, vibrations will cause the roof of the mine to collapse. rescue workers are therefore drilling a hole on the north side of the mine. they intend to bring the men up in a special capsule. if there had not been a hard layer of rock beneath the soil, they would have completed the job in a few hours. as it is, they have been drilling for sixteen hours and they still have a long way to go. meanwhile, a microphone, which was lowered into the mine two hours ago, has enabled the men to keep in touch with the closest relatives. though they are running out of food and drink, the men are cheerful and confident that they will get out soon. they have been told that rescue operations are progressing smoothly. if they knew how difficult it was to drill through the hard rock, they would lose heart. lesson89 a slip of the tongue 口误people will do anything to see a free show-even if it is a bad one. when the news got round that a variety show would be presented at our local cinema by the p. and u. bird seed company, we all rushed to see it. we had to queue for hours to get in and there must have been several hundred people present just be- fore the show began. unfortunately, the show was one of the dullest we have ever seen. those who failed to get in need not have felt disappointed as many of the artistes who should have appeared did not come. the only funny things we heard that evening came from the advertiser at the beginning of the programme. he was obviously very nervous and for some minutes stood awkwardly before the microphone. as soon as he opened his mouth, everyone burst out laughing. we all know what the poor man should have said, but what he actually said was: this is the poo and ee seed bird company. good ladies, evening and gentlemen !lesson90 whats for supper ？ 晚餐吃什么？though brazil is one of the richest countries in the world, much of it has not yet been developed. it was mainly for this reason that the brazilian government decided to have a new city built 600 miles north-west of rio de janeiro. designed by the great architect lucio costa, the new city, brasilia, replaced rio de janeiro as the capital of brazif in 1960. brasilia has been carefully planned for modern living. its wide roads, which can take fourteen lanes of traffic, have been keptaway from living areas. children do not have to cross busy streets to go to school. housewives can visit-shopping centres on foot, for in these specially designed living areas, cars are unnecessary. at first, the government had great difficulty in persuading people to leave rio and to settle in brasilia. since 1960, however, the population has been growing all the time. brasilia has quickly established itself as the capital of the country. the idea to have the capital moved so far inland will have a great effect on the future of brazil.lesson91 three men in a basket 三人同篮a pilot noticed a balloon which seemed to be making for a royal air force station nearby. he informed the station at once, but no one there was able to explain the mystery. the officer in the control tower was very angry when he heard the news, because balloons can be a great danger to aircraft. he said that someone might by spying on the station and the pilot was ordered to keep track of the strange object. the pilot managed to circle the balloon for some time. he could make out three men in a basket under it and one of them was holding field-glasses. when the balloon was over the station, the pilot saw one of the men taking photographs. soon afterwards, the balloon began to descend and it landed near an airfield. the police were called in, but they could not arrest anyone, for the basket contained two members of parliament and the commanding officer of the station! as the commanding officer explained later, one half of the station did not know what the other half was doing ! lesson92 asking for trouble 自找麻烦it must have been about two in the morning when i returned home. i tried to wake up my wife by ringing the door-bell, but she was fast asleep, so i got a ladder from the shed in the garden, put it against the wall, and began climbing towards the bedroom window. i was almost there when a sarcastic voice below said, i dont think the windows need cleaning at this time of the night.i looked down and nearly fell off the ladder when i saw a policeman. i immediately regretted answering in the way i did, but i said, i enjoy cleaning windows at night.so do i, answered the policeman in the same tone. excuse my interrupting you. i hate to interrupt a man when hes busy working, but would you mind coming with me to the station ? well, id prefer to stay here, i said. you see, ive forgotten my key.your what ? he called.my key, i shouted. fortunately, the shouting woke up my wife who opened the window just as the policeman had started to climb towards me.lesson93 a noble gift 崇高的礼物one of the most famous monuments in the world, the statue of liberty, was presented to the united states of america in the nineteenth century by the people of france. the great statue, which was designed by the sculptor auguste bartholdi, took ten years to complete. the actual figure was made of copper supported by a metal framework which had been especially constructed by eiffel. before it could be transported to the united states, a site had to be found for it and a pedestal had to be built. the site chosen was an island at the entrance of new york harbour. by 1884, a statue which was 151 feet tall, had been erected in paris. the following year, it was taken to pieces and sent to america. by the end of october 1886, the statue had been put together again and it was officially presented to the american people by bartholdi. ever since then, the great monument has been a symbol of liberty for the millions of people who have passed through new york harbour to make their homes in america.lesson94 future champions 未来的冠军experiments have proved that children can be instructed in swimming at a very early age. at a special swimming pool in los angeles, children become expert at holding their breath under water even before they can walk. babies of two months old do not appear to be reluctant to enter the water, it is not long before they are so accustomed to swimming that they can pick up weights from the floor of the pool. a game that is very popular with these young swimmers is the underwater tricycle race. tricycles are lined up on the floor of the pool seven feet under water. the children compete against each other to reach the other end of the pool. many pedal their tricycles, but most of them prefer to push or drag them. some children can cover the whole length of the pool without coming up for breath even once. whether they will ever become future olympic champions, only time will tell. meanwhile, they should encourage those among us who cannot swim five yards before they are gasping for air.lesson95 a fantasy 纯属虚构when the ambassador of escalopia returned home for lunch, his wife got a shock. he looked pale and his clothes were in a frightful state. what has happened ? she asked.how did your clothes get into such a mess ? a fire-extinguisher, my dear, answered the ambassador drily. university students set the embassy on fire this morning.good heavens! exclaimed his wife. and where were you at the time ?i was in my office as usual, answered the ambassador. the fire broke out in the basement. i went down决胜公司商业计划书目录第一部分 公司概述第二部分 研究与开发 第三部分 行业及市场情况第四部分 营销策略第五部分 融资说明第六部分 风险控制与防范手段第七部分 财务分析第八部分 其他第一部分 公司概述公司名称：制胜公司公司业务：制胜公司以技术的创新、引进、合作、培育、研发等核心的电动汽车公司，公司以超前的眼光，大胆决策，率先开发铁功力锂电池和纯电动汽车。公司目标：公司目标是充分组合各种资源，在各级政府的扶持下，强化企业核心竞争力，保持持续、长远的发展。建立国内最大甚至国际做大的新能源汽车核心部件生产基地，力争25年内建立国内甚至国际、最大的新能源汽车核心部件生产研发基地。新能源汽车核心部件及新能源汽车，在世界范围内刚刚起步，制胜公司在技术方面已经领先，在掌握了国内全套的电动汽车生产技术与相关专利。因此，在国际国内新能源形式一片大好的机遇来临之时，整合优势资源，抓住发展机遇，把企业做大做强。目前，铁锂动力电池为技术核心的新能源车辆行业正处于萌芽阶段，在全球环境问题突出，能源问题紧张的大势下，因此铁锂动力电池及关联行业产品潜在市场巨大，作为一个新兴的、具有战略投资价值的产业，值得产业资本、银行界来关注、投资和扶持。第二部分 研究与开发一、研发人员情况本公司拥有一流的技术人员团队，既有过硬的专业技术知识，又有具备丰富的产业经验。包括海外留学归来人员5名，高级技术人员8人，及给予相关技术指导的国内著名高校教授数名。二、核心技术采用超级电容和锂离子电池相混合的技术。（超级电容具有充电快、无记忆充放电、充放电循环次数高、无二次污染等优异特性，但有放电快的缺点；锂离子电池具有储存时间长的优点，但充电时间比较长。环保型混合电能超级电容电动汽车正是取了二者之长。）三、已有专利1、公司集团拥有八项关于铁锂动力电池发明专利及二项实用新型专利（初审已通过）。a、铁动力电池发明的国家专利；b、铁动力电池圆柱铝壳发明的国家专利；c、铁动力电池塑料壳实用型号的国家专利；d、铁动力电池电源管理系统发明的国家专利；e、铁动力电池均衡充电管理系统发明的国家专利；f、圆柱铝壳铁动力电池35110实用型号的国家专利；g、圆柱铝壳铁动力电池35600实用型号的国家专利；h、圆柱铝壳铁动力电池82600实用型号的国家专利；i、圆柱铝壳铁动力电池82650实用型号的国家专利；j、圆柱铝壳铁动力电池42120实用型号的国家专利；2、山东省科技局高新技术企业。3、国家863计划，高性能铁锂动力电池项目参入者。4、2008年国家科技部火炬项目获得者。5、大功率高效率（97%）永磁无刷同步电机。6、智能化电源管理系统及控制系统。7、已通过iso9001认证，国家工信部检测认可，欧盟ce认证，rohs认证。四、研发的产品的技术先进性及发展趋势1、电池在大容量、高伏特、长寿命、安全性、环保性铁锂动力电池方面，率先在国内实现商品化、规模化生产，其水平为国际一流，国内绝对领先，主要体现在铁锂电池用正极材料合成工艺和材料组成两个方面，攻克了国内外共认的大功率充电、放电、全容量反复充放电等技术瓶颈，实现了铁锂电池正极材料的规模化生产，填补了国内外动力锂离于电池正极材料的空白并申报了十项目国家专利，开发出具有自主知识产权的大容量铁锂动力电池。综合全世界五家（美国a123、加拿大phostech、中国制胜、雷天、比亚迪）可以生产铁锂动力电池的公司，制胜铁锂电池的技术指标处于世界领先地位。有关数据对比如下： 磷铁锂电池c-lifepo4钴酸锂电池licoo2锰酸锂电池limn2o4铅酸电池镍氢电池安 全 性 及环 保 要 求安全性最佳，滥用测试下，不爆炸，不起火，不冒烟。且最符合环保要求 无任何毒性，未使用任何稀缺资源和重金属稳定性极差，非常不安全 易爆炸含重金属滥用测试时容易导致热失控(同时释放助燃剂氧)，进而起火、爆炸1安全性可接受2严重污染土壤和水源，对空气、生态平衡造成破坏，还会引发人体代谢、生殖及神经等方面的疾病，诱发儿童的恶性肿瘤，甚至导致死亡。3废旧铅酸蓄电池回收困难，利用成本较高稳定性较差，滥用测试有起火现象，重量较重寿命（循 环 次 数）最佳在室温下 1c 充放电循环 1000 次，容量保持率 85 上（理论循环次数2000次）尚可接受 500次不能接受 约300-500次寿命短，100% dod 条件下，约150次，需常维护。尚可接受，为磷酸铁锂的1/3能 量 密 度可接受佳可接受低可接受长期使用成本 最经济高较高全寿命成本高于磷酸铁锂电池较高温度耐受性极佳(-2070仍可正常使用) 高于55或低于-20则衰退高于50则迅速衰退 高于55或于-20则迅速衰退 产品性能 制胜磷酸铁锂正极材料性能指标：技术指标国内国外电容量（mah/g）120150充放电次数10001000平均粒径38m25m振实密度（g/cm3）1.01.1比表面积（m2/g）1010磷酸铁锂锂离子电池凭借其在循环性能、高温性能、大倍率放电、安全性能等方面的突出优势，将传统的锂离子电池的优点与磷酸盐电池的安全性结合，其主要性能指标及优点如下：（1）、安全性能卓著磷酸铁锂完全解决了钴酸锂和锰酸锂的安全隐患问题，磷酸铁锂锂离子电池是目前全球唯一绝对安全的锂离子电池，在高温下的稳定性可达400-500，保证了电池内在的高安全性，不会因过充、温度过高、短路、撞击而产生爆炸或燃烧。（2）、寿命超长循环使用次数高，在室温下1c充放电循环1000次，容量保持率85%以上，是铅酸电池的8倍、镍氢电池的3倍、钴酸锂电池的4倍、锰酸锂电池的4-5倍。（3）、绝对环保，零污染该电池不含任何重金属与稀有金属（镍氢电池含稀有金属），无毒（ce认证通过），无污染，符合欧洲rohs规定，实为绝对的绿色环保电池。磷酸铁锂材料无论在生产及使用中均无污染。（4）、重量轻，是铅酸电池的1/3。（5）、体积小，是铅酸电池的2/3。（6）、单体电压高，为3.2v，串联少，电池组可靠性高。（7）、可作大电流高功率充放电。（8）、无记忆效应可充电电池在经常处于充满不放完的条件下工作，容量会迅速低于额定容量值，这种现象叫做记忆效应。像镍氢电池、镍镉电池存在记忆性，而磷酸铁锂锂离子电池无此现象，电池无论处于什么状态，可随充随用，无须先放完再充电。（9）、快速充电特性优良（10）、耐高温在-20-75温度范围内均可放电，磷酸铁锂电热峰值可达350-500，而钴酸锂和锰酸锂只在200左右。2、电机 电机是电动车辆核心部件之一，主要体现在五高一宽，即高功率密度、高转矩密度、高效率、高功率因数、高可靠性、宽调速范围，且须轮毂化。制胜与清华大学及国内有关单位联合研制开发的永磁无刷轮毂式直流电机其“五高一宽”性能达到国内领先水平,部分指标处于国际领先水平。3、电控 是新能源车辆电源（电池）智能管理系统、电池快速均衡充电系统、车辆总线控制系统的简称。其中电池电源管理系统、电池快速均衡充电系统二项是制胜的独有技术，已申请国家专利，并投入商业化生产。车辆总线控制系统是与同济大学汽车学院合作开发，已在样车使用，效果良好。第三部分 行业及市场情况(一)社会的需求:假设有一天,石油无法保证供应,世界将变成什么?太可怕了,后果无法想象!石油是工业的血脉。没有石油就没有工业,随着石油的供应紧张,各国政府和国家,从战略角度讲,都在拼命的寻找替代石油和天然气的新能源。石油的形成,需要5000年。随着现代化工业的高速发展，石油的生成和用量存在不平衡的关系。据专家预测,世界范围内石油,根据现代工业发展速度,只够用80年的。不管怎么讲，石油供应与现代化工业发展,已经存在严重的不平衡性。石油的短缺已是不争的事实。寻找替代石油和天然气的新能源,已是世界范围内的头等大事。在此问题上,内紧外松.表面上石油的供应,没有给社会造成紧张的局面。但各国政府和专家，已预测石油短缺的严重性。（二）环保的需求：近年以来，随着现代化工业的高速发展，带来一系列新问题。以牺牲环境来换取经济高速发展的现象，已被各国政府高度重视。各国政府从长远发展，提出了节能环保减排的新概念。对新能源产业提出具体要求，必须是环保的、清洁的。社会需求替代石油、天然气等的新能源：环保、节能、清洁。（三）政府的支持近几年来，各国政府纷纷出台政策，扶持新能源产业的发展。美国政府规定：生产新能源汽车，生产经营不交税，上路不交费。每消费一辆纯新能源汽车，可享受5000美元的财政补贴；今年五年内新增加的车辆，新能源汽车要占总量的40%。英国的政府规定：对能源汽车，增收燃油税和排污税，限制能源汽车行业的发展，对新能源汽车，每消费一辆，给予3000英镑的财政补贴，鼓励新能源汽车的发展。德国、法国等国家也纷纷出台政策。中国政府推出“十城千车”工程。在北京、上海、深圳、大连、广州、重庆、济南、昆明等十大城市，推出2年内规模使用纯电动汽车计划。每消耗一辆纯电动公交车，政府给予60万元的财政补贴，每消耗一辆纯电动商务车，政府给予5万元的财政补贴。在十个城市实验成功后，面向全国普及推广新能源汽车。在新能源问题上，各国政府都存在“内紧”“外松”现象。在扶持推广新能源产业方面，各国政府都在不遗余力的逐步普及及推广使用。（四）巨大的市场：由于社会的需求，各国政府的支持，新能源和新能源汽车两大产业，存在巨大的市场。在这轮世界性新能源产业竞争发展中，会产生一批巨大型企业集团。铁锂动力电池，属绿色环保新能源产业。在电信、电力、汽车、电动工具、国防建设等领域，具有广阔的市场。第四部分 营销策略采用细分应用市场，先国外后国内各个突破的市场策略。1、在纯电动汽车、特种车领域：参加国内、国际行业展会，开拓国内外客户。在欧美市场方面，开发稳定几十家的客户，2009年新增100多家潜在客户。2、在纯电动汽车领域：参加国内国际行业展会，开拓国内外市场。我们已与世界前五名纯电动汽车客户建立了战略合作关系。样品单、小规模适单已通过，日后会有大批量订单。在中国市场，针对中国市场特点，高、中价诱导启动市场。3、太阳能应用领域：铁动力电池，作为太阳能蓄能电池。太阳能有多大的市场，它的蓄能电池就有多大的市场。从市场份额讲：各占50%。太阳能产业，近几年也会有极大的发展。它与铁动力电池相互带动，将有极大的市场空间。4、在电力、电信、电动工具、国防建设领域，有广阔的市场：ups不间断电源，铁动力电池应用领域非常广阔。随着社会需求的增加，各国政府的扶持政策的出台。我们抓住机遇，迅速发展。5、新产业、新能源、新发展我们不断开发铁动力电池的应用范围。在新能源产业竞争中，迅速生成、壮大。集团营销，电池部分采用直销的方式，产品直接销售到最终用户（便于售后服务），电动车采用建立制胜销售网路的方式开拓市场。第五部分 融资说明1.资金分配a、首要的是基础投资，如厂房、生产设备、流水线、检测设备、办公设备、装修等硬件投资，考虑土地、厂房投资的情况下，投资8.5亿左右；交通运输车辆的投资（办公用车，货物运输）约3.5亿左右；主管部门的许可批文及政府部门其他文件审批费用投资5000万左右；b、小部分的产品试制及必要的批量库存所需原材料周转资金，4亿左右；c、管理及办公等费用投资20亿左右；营销物品（印刷品及其他平面宣传媒体为主）等费用投资全年4万左右；市场推广、宣传、广告等费用投资，全年 24亿左右； 2、投资总额：固定资产及基础投资12亿左右；周转资金4亿左右；各类费用投资24亿左右；随着规模的扩大，投资的总额也会上升，但是与实现战略目标成正比的；3、投资周期：第一阶段为固定资产及基础投资期，约为企业创办前的3个月内完成；第二阶段为启动市场阶段，属周转资金投入期，约在企业创办后的1-6个月内完成；第三阶段为市场扩张阶段，属费用投入期，约在企业创办后的3-12个月内完成；第四阶段为规模扩张阶段，约在企业创办12个月后追加投资，追加的投资一为生产、办公设备等硬件设施及库存等项目，二为广告宣传等市场行为投资（广告宣传等市场行为投资一是实现品牌增值，二是实现品牌溢价）第六部分 风险控制与防范手段一、 存在风险1. 技术水平由于我国电动车核心技术有待突破，行业标准尚未出台，投资亟需警惕。目前所有的整车制造企业 在研发电动车，但是都没有非常成熟的技术，即便是比亚迪。因此，现阶段难以判断谁将走向成功。电动车的普及离不开配套，尤其是充电站的建设。在央企联盟中，充电与服务领域分别有：国家电网公司、中国普天信息产业集团公司、中国石油天然气集团公司、中国石油化工集团公司、中国南方电网有限责任公司、中国保利集团公司无论是电动车还是混合动力车，从产业链各个环节的比重来看，动力电池、电机等关键部件成本占电动在电池产业链中，锂电池因为安全、容量大、充电迅速被认为是电动汽车的主要动力源。2、电池成本电池成本将成为最大的挑战之一。对于未来电池制造成本，业内统一目标是200美元到250美元/千瓦小时。但研究结果显示，未来这一数字将不低于360美元到400美元/千瓦小时。而目前业界水平约为1000美元/千瓦小时。中间差距之大，令人咂舌。3 产能过剩今年两会上，温家宝总理在政府工作报告中提出大力培育战略新兴产业，积极推进新能源汽车取得实质性进展，再度引来投资领域对电动车的大力追捧。所以电动汽车厂商可能面临将来市场饱和，产能过剩的风险。二、 风险控制与防范手段1 加快技术研究步伐，增加技术研发资金与人力2 运用本公司的特有技术与专利尽快生产，结合各方面的力量迅速获得市场份额以求生存与发展。3 加大营销力度，使品牌在消费者心中先入为主。第七部分 财务分析2011投资、收益可作具体分解：第一季度主要为基础设施投入约6-8亿左右，周转资金投入约1-2亿左右，同时有营销物品、管理费用等的小额投入约 2亿左右，由于一季度是初始工作的安排，故销售量不大，就费用投入若不进行分摊来看，亏损约1-2亿左右；本季度的工作重点是产品的推出、人员的招募培训、各类工作的规划及初步实施；第二季度继续小额的基础设施投入约3-4亿，周转资金继续投入约1-2亿左右，营销物品、管理费用、市场推广、宣传、广告等费用投入约3亿左右，由于基础的完善，本季度销量逐渐增加，基本无盈亏；本季度的工作重点是小规模的招商及营销类工作的快速推进；第三季度的基础设施投入基本停止，周转资金总额维持在2-4亿左右，其他费用类投资约4亿左右，由于费用的增加，本季度的销量继续增加，净利润会在2-4亿左右；本季度的工作重点是制度的规范、团队的扩充、产量的提升、推广工作的大面积展开，客服工作完善及时，各类促销活动的准备；第四季度的投资重点在费用类资金上，约10亿以上， 净利润约在3-4亿左右；本季度的工作重点是广告宣传等工作集中展开，重点市场大力招商，新产品连续推出，推广活动继续加强；第八部分 其他speed-boat was moving in a circle. it now came straight towards them at tremendous speed. in less than a minute, it roared past them only a few feet away. after it had passed, they swam on as quickly as they could because they knew that the boat would soon return. they had just had enough time to swim out of danger when the boat again completed a circle. on this occasion, however, it had slowed down considerably. the petrol had nearly all been used up. before long, the noise dropped completely and the boat began to drift gently across the water.lesson87 a perfect alibi 极好的不在犯罪现场的证据at the time the murder was committed, i was travelling on the 8.0 oclock train to london, said the man.do you always catch such an early train ? asked the inspector.of course i do, answered the man. i must be at work at 10.0 oclock. my employer will confirm that i was there on time. would a later train get you to work on time ? asked the inspector. i suppose it would, but i never catch a later train.at what time did you arrive at the station ?at ten to eight. i bought a paper and waited for the train.and you didnt notice anything unusual ? of course not.i suggest, said the inspector, that you are not telling the truth. i suggest that you did not catch the 8.0 oclock train, but that you caught the 8.25 which would still get you to work on time. you see, on the morning of the murder, the 8.0 oclock train did not run at all. it broke down at ferngreen station and was taken off the line.lesson88 trapped in a mine 困在矿井里six men have been trapped in a mine for seventeen hours. if they are not brought to the surface soon they may lose their lives. however, rescue operations are proving difficult. if explosives are used, vibrations will cause the roof of the mine to collapse. rescue workers are therefore drilling a hole on the north side of the mine. they intend to bring the men up in a special capsule. if there had not been a hard layer of rock beneath the soil, they would have completed the job in a few hours. as it is, they have been drilling for sixteen