目前共享单车、共享汽车、共享电动车作为出行交通工具迅速弥补了人 们的出行需求。应趋势所向，国家在这方面也做出快速反应，出台了一系列 的政策给与鼓励和支持。实际上随着人们的生活水平的提高，具备开车资质 的群体越来越多，旅游市场也日益红火，高校之间流动日益活跃、农村创客 情绪高涨，但是由于受景点之间、高校之间、农村对外窗口交通工具的制约， 深度旅游，自驾旅游、农村创客经济受到了严重制约，因此在这一针对性的 欧亿·体育（中国）有限公司，打通景点、高校之间，农村对外交流的联系就显得尤其重要，如能借 鉴城市共享汽车理念，在景点之间、高校之间、农村圈布局能源车，同时在 车上配载乘客需求的智能设备，便可解决这一需求，对于激活全域旅游等具 有深远的意义。 基于以上背景，本计划书通过对企业战略、营销管理、营销模式、项目 管理、商业模式等相关理论进行梳理，首先对宁波驿行项目概况、项目特点、 项目环境、核心成员、组织架构等进行阐述，对影响项目产品竞争的战略进 行了分析，运用 SWOT 理论对项目优劣势进行了分析，同时对项目环境进行 了详细的分析，其次对项目合作的资源和能力、项目合作方的优劣势进行了 分析，第三，提出项目的营销策略、拟定项目投资和财务评价，估算项目预 期的社会效益、经济效益，提出融资方案；对项目实施的潜在风险进行分析。 最后，制订了项目的实施计划，并为项目和企业的发展提出进一步的展望。 通过本商业计划书，我们找到合适的、有别于传统汽车租赁运营业务的 新型商业模式和发展战略。希望本计划书对宁波驿行实现其预期商业目的有 所帮助，同时也对同类商业计划书的撰写起到参考作用。另外对于我国汽车 业、智能网联欧亿·体育（中国）有限公司、全域旅游的发展战略研究是一种有益的探索，并作有益 的补充。 关键词，汽车租赁；新能源；商业计划书2 Abstract After decades of development and progression, the traditional car industry and its derived operating business are facing a revolution in business model. As the environmental problem getting worsened because of energy consumption, people’s need for healthy environment caused the growing need of new alternative energy to replace the old non-renewable energy resource. As a result, the traditional car industry has a growing pressure to reduce or stop producing pollution since it is one of the main sources of pollution, and the issue has become a joint problem for academic and business field. So coming up with a sustainable operation model that reduces pollution and support future development is meaningful and necessary. Vice Minister of the Ministry of industry and information GuobinXin says: Now the global car industry is transforming towards intelligent and electrical, to gain the initiative ad seize the trend and opportunity, China has started to analyze the timeline to stop the sell of traditional energy vehicle. These measures will definitely change the environment and momentum of the development of China’s car industry. As people’s living standard and quality is enhancing, car plays an essential role in people’s daily life. However, some serious problems emerged due to increasingly saturated car quantities, such as parking issues in outdated communities. With the development of vehicles leasing market, people start to change their mindsets. Comparing with the inconvenience accompanied by personal owned cars, renting a car enjoys not only cheaper cost but also more convenience. Thus, the car rental business future is promising. Ningbo Yixing Tech comply with the new energy car rental business, proactively extended the new model of combining car rental with ICV(intelligent connected vehicle), and using the new ICV model to cut into government policy encouraged business area, focused on it and broke the traditional competition dynamic. Based on those factors, we found a new, more suitable business model and development strategy that is different than the traditional car rental business. It fits with the policies and is based on suitable strategic assets, and found a point of penetration witch along with Ningbo Yixing Tech’s new business model and development strategy. It starts with all-domain tourism, higher education zone, suburb entrepreneur and other new territories to differentiate with traditional rental business and seize more market share. The research of this paper provides a beneficial discussion and add-on to the3 current strategic research of China’s car and internet industry, and it enriches the development theoretic research on China’s intelligent connected vehicle business. KEYWORDS，New energy；Car renta；Business plan4 目 录 摘要.................................................................................................................1 Abstract ............................................................................................................. 2 第一章 绪论 .....................................................................................................7 1.1 选题背景与意义 ........................................................................................7 1.1.1 选题背景 ........................................................................................7 1.1.2 项目研究意义...............................................................................11 1.2 国内外相关研究现状...............................................................................12 1.2.1 国外研究现状...............................................................................12 1.2.2 国内研究现状...............................................................................16 1.3 研究方法和研究思路...............................................................................18 1.3.1 研究方法 .......................................................................................18 1.3.2 研究思路 .......................................................................................19 第二章 相关理论基础综述.............................................................................20 2.1 企业战略管理理论 ..................................................................................20 2.2 营销学管理理论 ......................................................................................20 2.2.1 营销理论 .......................................................................................20 2.2.2 营销模式 .......................................................................................21 2.3 项目管理理论..........................................................................................21 2.4 商业计划书..............................................................................................22 第三章 项目介绍............................................................................................23 3.1 项目概况 ..................................................................................................23 3.2 项目政策环境分析 ...................................................................................26 3.3 项目独特之处...........................................................................................28 3.4 项目业务模式...........................................................................................28 3.4.1 新能源汽车租赁...........................................................................29 3.4.2 智能广告屏及车身广告 ...............................................................30 3.4.3 车内自动储物柜销售平台............................................................31 3.4.4 全域旅游衍生品销售 ...................................................................32 3.4.5 全域旅游线上商城的营销............................................................32 3.4.6 新农村创客&物流共享圈 .............................................................33 3.4.7 千县万品的品牌营销 ...................................................................345 3.4.8 智慧高校通 ...................................................................................34 3.5 项目流程 ..................................................................................................35 3.5 核心成员构成及组织机构........................................................................35 3.6 企业介绍 ..................................................................................................36 第四章 市场竞争分析 ....................................