“卢氏农副产品品牌推广”商业计划书

发布时间：2018-01-05 04:10

本文关键词：“卢氏农副产品品牌推广”商业计划书　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：发展贫困地区特色农业已经成为国家实现精准扶贫和精准脱贫的重要举措之一,同时,对农副产品深加工及品牌化将进一步有效促进农产品价值增值,农民增收。自改革开放以来,中国农村贫困人口从1978年的7.7亿减少到2015年的5575万人,取得了巨大成绩,并且在过去的2016年,作为脱贫攻坚战的首战之年,扶贫工作也实现了1240万人的减贫任务。然而,被称为河南“后花园”的卢氏地区仍为国家级贫困县,虽然通过大力发展特色农业2016年共有3352户12047人稳定脱贫,但仍有4.82余万人没有脱贫。十三五期间在实现全面小康社会的背景下,针对发展特色农业国家也相继出台了一系列刺激政策,鼓励企业发展特色农业。本文拟以筹建XM农副产品有限公司为主体,按照商业计划书的分析思路并结合MBA阶段学习的战略管理、市场营销、人力资源管理、财务管理、项目管理等理论知识,对未来企业未来所面临的市场环境、内外部竞争环境、盈利能力等进行分析,从而推进该区域农副产品品牌化建设。分析发现,虽然该地区具有良好的自然环境、丰富的自然资源,大量的优质农副产品,但农副产品品牌化尚未形成,深加工程度低、产品溢价能力低。同时,该地区目前对特色农业发展政策支持,是进入该领域打造该地区农副产品品牌化的有利时机。故结合农副产品特点及市场机遇分析,我司将采取下述发展思路:通过采取”公司+合作社+农户”的模式,实现对该区域上游明星农副产品的整合;同时,推进线上平台建设,通过服务平台建设构建该区域农副产品营销平台推动农副产品品牌推广。本文还将充分运用营销、财务、消费者行为、平台战略、品牌战略等理论,对卢氏农产品品牌战略的策划、运营、投资、风险管控进行详细分析,推进该地区农副产品品牌化,实现企业获得长期健康持续发展。同时,为农民赢得稳定的收入来源。章节概述,本文第一章首先介绍了项目主体,以及研究背景、研究价值、研究思路。第二章,分析目前农副产品市场发展概况及对市场潜力及竞争环境;利用SWOT原理对目前实施该项目所面对的优势、劣势、机遇、挑战进行分析;第三章,针对项目对市场定位进行分析,以及不同发展阶段的市场营销策略进行了分析;第四章,对该项目的财务状况进行了评估,最终得出该项目实施在财务方面的可行性;第五章,针对潜在的风险进行了分析并提出了对策。第六章,为该项目制定了组织架构及人力资源规划。本计划书评审通过后将为XM农副产品公司提供决策参考,促进该地区农副产品品牌化,实现企业与农户的互利共赢,为社会创造价值。
[Abstract]:The development of characteristic agriculture in poor areas has become one of the important measures to reduce poverty and poverty alleviation precise accurate national implementation at the same time, the deep processing of agricultural and sideline products and brands will further promote the agricultural product added value, the income of farmers. Since the reform and opening up, Chinese rural impoverished population decreased from 770 million in 1978 to 55 million 750 thousand in 2015, achieved great results, and in the past 2016, as the battle of the first year of poverty, poverty alleviation has realized the poverty reduction task of 12 million 400 thousand people. However, known as the Henan "back garden" in Lushi is still a state-level poverty-stricken counties, although through vigorously develop agriculture in 2016 a total of 3352 households of 12047 people out of poverty and stability, but there are still more than 4.82 people living in poverty. During the period of 13th Five-Year to achieve a comprehensive well-off society under the background of the development of characteristic agriculture countries have issued a series of stimulus, To encourage enterprises to develop characteristic agriculture. This paper intends to build XM of agricultural and sideline products Co. Ltd. as the main body, according to the analysis of the business plan and strategic management, MBA learning stage of marketing, human resource management, financial management, project management theory, facing the future of the enterprise in the future market environment, the internal and external competitive environment analysis of the profitability, etc., so as to promote the construction of regional brand of agricultural products. The analysis found that, although the region has a good natural environment, rich natural resources, a large number of high-quality agricultural products, but the brand of agricultural products has not yet formed, low degree of deep processing products of low premium capacity. At the same time, the area of the current the characteristics of agricultural development policy support, is to create favorable opportunity to enter the field of agricultural and sideline products brand in the region. So combining case analysis of agricultural and sideline products characteristics and market machine, our company will Take the following ideas: adopt "company + cooperative + farmer" mode, realize the integration of the region upstream of the star of agricultural and sideline products; at the same time, promote the online platform construction, through the construction of service platform construction of the regional agricultural marketing platform to promote agricultural products brand promotion. This will also make full use of marketing, finance, consumer behavior platform strategy, brand strategy, theory of brand strategy of agricultural products in Lushi planning, operation, investment, risk control is analyzed in detail, and promote the agricultural products brand in the region, to achieve long-term sustainable and healthy development of enterprises. At the same time, to win a stable source of income for farmers. In the first chapter of this chapter overview, first introduced the project the main body, as well as the research background, research value, research ideas. In the second chapter, analysis of the current situation of agricultural and sideline products market development and the market potential and competitive environment; using SWOT In the current implementation of the principle of project advantage, disadvantage, opportunities and challenges are analyzed; the third chapter, according to the analysis of market positioning project, and different stages of development of the marketing strategy are analyzed; the fourth chapter, on the financial status of the project was evaluated, finally obtains the feasibility in the financial aspects of the implementation of the project; the fifth chapter, aiming at the potential risks are analyzed and the countermeasures were put forward. The sixth chapter formulated the organizational structure and human resource planning for the project. This plan after the review will be XM of agricultural and sideline products company to provide decision-making reference, promote the agricultural product brand in the region, to achieve mutual benefit of enterprises and farmers. Create value for the society.

【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.5

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