人类对伤口愈合的认识伴随人类的进化和发展。早在远古时期，人类已经懂得用树 叶，蜂蜜等对伤口处理。1962 年英国皇家医学会 Winter 博士提出湿性环境更有利于伤 口的愈合，一年后被 Hinman 和 Maibach 试验证实。为伤口湿性愈合理论的发展奠定了 基础。 目前，发达国家是泡沫等高端伤口敷料的主要消费区。其中欧洲，美国和日本占到 全球总额的 90%，主要原因是这些国家医疗水平发达，对湿性伤口愈合理论接受程度比 较高，其次人口老龄化导致的各类慢性伤口发生率较高。上世纪 90 年代，伤口湿性愈 合理论及泡沫伤口敷料进入中国，随着近年来中国人口结构老龄化，泡沫伤口敷料在中 国市场逐渐被接受。 WM 公司是一家传统伤口敷料和家庭医疗卫生用品在纳斯达克上市的公司，产品在国 外和国内均有销售。为了充分利用公司现有的资源和实现新的增长，WM 公司决定开发泡 沫伤口敷料项目。 本文以泡沫伤口敷料为研究对象，运用 PEST 分析法对泡沫伤口敷料所处的宏观环 境和波特五力模型对欧亿·体育（中国）有限公司进行了分析，同时运用 SWOT 分析法对 WM 公司优劣势进行了分 析。通过以上分析可知由于国家医疗认证制度严格，经济持续发展，人口结构日趋老龄 化和制造技术的发展，为泡沫伤口敷料的发展提供了有利的外部条件；目前中国医疗行 业的发展更有利于 WM 公司发展泡沫伤口敷料；WM 公司自身的资源和优势为泡沫发展提 供了优良前提条件。通过以上分析，为该项目选择了增长型经营战略。 本文运用 SPT 理论对泡沫伤口敷料进行了市场细分，市场定位和目标市场选择。选 择北上广深四大城市作为泡沫伤口敷料的首先推广区域，主要为老年性慢性伤口患者群 为主要目标市场。通过运用 4P 理论，制定了该项目的产品策略，价格策略，渠道策略 和促销策略。 通过对该项目未来 5 年的收入和支出分析，对项目的资金投入和现金流规划。并运 用净现值，内部收益法和修正后内部收益法对该项目投资决策指标分析，得出各项财务 指标均高于欧亿·体育（中国）有限公司内平均水平和动态回收期低于 5 年。 通过对项目单因素敏感性分析，得到价格和销售量为影响该项目的主要因素。同时 项目的风险，包括市场风险，技术和生产风险，政策风险和管理风险进行了分析，并对 相应的风险提出解决方案。II 通过对该项目市场和财务方面的分析，本文为 WM 公司的投资提供了翔实可靠的数 据和实施方案，为该项目的成功实施提供了提供了重要的参考。 关键词，泡沫伤口敷料，伤口护理，伤口愈合。III ABSTRACT The knowledge of wound healing was developed along with human evolution. In the ancient times, Human knew to use leaf and honey to treat wound. In 1962, PH.D, Winter pointed out that moist environment is more helpful for wound healing than dry environment. After one year, Hinman and Maibach proved in test. They consolidate the foundation of wound healing theory in moist. Currently most foam dressing, as one of advanced wound dressing, was consumed in developed countries. The consumption in US, Europe and Japan accounts for around 90% of all because the medical level is high and the theory of wound healing in wet is accepted. Secondly, the aging population causes high frequency of chronic wound. In 1990's, the theory of wound healing in wet environment and foam dressing were introduced to China, along with population structure tended to age, foam dressing was accepted gradually. WM is a traditional wound dressing manufacturer listed in NASDAQ and products are for both China domestic and overseas market. In order to fully use resource and grow business, WM decide to develop foam dressing. In this article, the author analyses macro environment of foam dressing with PEST and industrial situation with Porter five competitive forces. Meanwhile, analyses the advantage and disadvantage of WM with SWOT then concludes that strict medical management of state, continuous economic growth, aging population and manufacturing technology provide a good external environment; Current rapid growth in China medical industry is useful for foam dressing; WM internal resource and advantage will promote foam dressing development. Based on above, growth strategy was selected. In the article, the author segments the foam dressing market, position and target the market with STP theory. Beijing, Shanghai, Guangzhou and Shenzhen are selected as the primary area to launch foam dressing and target at chronic wound patients. In the article, product strategy, price strategy, place strategy and promotion were established. Based on the income and expenditure of foam dressing project, the plan of investment and cash flow for next 5 years was figured out. Investment decision indicator was analyzed with NPV (Net Present Value), IRR (internal rate of return) and MNPV (Modified Net Present Value) and concludes all financial indicators are better than average of medical industry. The dynamic recovery period is less than expected 5 years. The sales volume and price were concluded as key factors by analysis of single factorIV sensitivity. Meanwhile project risks including market risk, technical and production risk, policy risk and management risk was analyzed and solutions were provided. The article provides detailed and reliable data and solution to WM by marketing and financial analysis. Key words: foam dressing, wound care, wound healingV 目 录 摘要.........................................................................................................................................I ABSTRACT ............................................................................................................................. III 图表目录..................................................................................................................................IX 第一章 绪论............................................................................................................................1 1.1 选题的背景与意义 ........................................................................................................ 1 1.2 文献综述 ........................................................................................................................ 2 1.2.1 商业计划书编制方面的文献................................................................................. 2 1.2.2 市场营销方面的文献............................................................................................. 3 1.2.3 财务管理方面的文献............................................................................................. 5 1.2.4 泡沫敷料方面的文献............................................................................................. 6 1.3 研究目标与内容 ............................................................................................................ 6 第二章 WM公司概况与泡沫创口敷料介绍.........................................................................8 2.1 WM公司概况................................................................................................................. 8 2.1.1 WM公司发展历程.................................................................................................. 8 2.1.2 WM公司业务状况.................................................................................................. 8 2.1.3 WM公司经营范围.................................................................................................. 9 2.1.4 WM公司国内品牌状况.......................................................................................... 9 2.1.5 企业文化................................................................................................................. 9 2.1.6 新项目发展目标................................................................................................... 10 2.2 泡沫敷料介绍 .............................................................................................................. 10 2.2.1 泡沫敷料项目介绍............................................................................................... 10 2.2.2 泡沫敷料的优势................................................................................................... 11 2.2.3 泡沫敷料开发计划............................................................................................... 12 2.2.4 泡沫敷料整体市场规划....................................................................................... 12 2.3 泡沫敷料项目的组织架构与人员配备 ...................................................................... 12 2.3.1 泡沫敷料项目的组织架构.........