深海新港农佳生态农业项目商业计划书

发布时间：2018-03-01 13:17

本文关键词： 生态食材互联网+ 圈子熟人社会　出处：《深圳大学》2017年硕士论文　论文类型：学位论文

【摘要】：论文主要研究如何利用“互联网+”与传统的生态农业结合,向顾客提供安全健康的食材,及相关健身、养生服务,期望通过健康这个话题,把顾客群体打造成一个可以相互信任的温馨的“熟人圈子”。为了实现打造一个小范围温馨的熟人社会的目标,需要一个实体来承载实施,本商业计划书即为一份描述如何建立这个实体平台并实施的计划。计划书通过分析当前食品安全问题频发,已经造成了人与人之间互信危机,例如“养鸡的不吃自己养的鸡肉”、“养猪的不敢吃自己养的猪肉”等。而广大市民没有食材采购的特殊渠道,只能被迫接受现状,他们有购买生态健康食材的需求。计划书说明了拟成立公司项目的可行性、投资收益及风险控制,使得投资者能通过本商业计划书了解自己的收益和面临的风险,并做出投资决策。本文结合了战略管理,营销管理、公司运营管理、人力资源管理、公司财务管理等理论。文章第一步就是说明了研究的目的及意义,通过文献的查阅调查,确定了研究方法、研究方向及做了研究可行性分析。接下来介绍了团队情况,阐述了团队的愿景,分析了团队的过往经历,能力足以胜任并完成本文中的计划事项。第三部分是市场研究部分,先是运用PEST分析工具做了宏观环境分析。运用波特五力模型、问卷调查、专家访谈、实地调研的方法分析了行业环境。使用了SWOT分析了自身资源的长、短处,还有公司将面临的挑战和机遇,总结了各种情况下的对策。然后是用STP方法确定了目标市场、目标客户和自身的市场定位。第四部分是项目的实施方案,先是研究拟定开发方案,进而对实施条件做了梳理,制订了计划进度,最后是营销推广计划,制作适用于市场的4P营销战略组合。最后对项目进行了经济评价,做了投资需求和收益预估,说明了募资后资金的使用计划,说明项目的财务评价,阐述项目的风险情况。综合以上分析,得出深海新港公司的农佳项目设立可行、风险可控、收益可观、值得投资的结论。
[Abstract]:This paper mainly studies how to use the "Internet" and traditional ecological agriculture to provide customers with safe and healthy food materials, and related fitness and health services, hoping to pass the topic of health. To create a group of customers into a warm "acquaintance circle" that can be trusted to each other. In order to achieve the goal of creating a small and warm society of acquaintances, an entity is needed to carry out the implementation. This business plan is a plan that describes how to build and implement this physical platform. By analyzing current food safety problems, the plan has created a crisis of mutual trust among people. For example, "chicken farmers do not eat their own chicken," "pig farmers dare not eat their own pork," and so on. The general public, without special channels for purchasing food materials, are forced to accept the status quo. They have a need to buy eco-healthy ingredients. The plan describes the feasibility of establishing a company, investment returns and risk controls that allow investors to understand their gains and risks through this business plan. And make investment decision. This paper combines the theories of strategic management, marketing management, company operation management, human resource management, company financial management, etc. The first step of the article is to explain the purpose and significance of the research. The research method, research direction and feasibility analysis are determined. Then, the team situation is introduced, the vision of the team is expounded, and the team's past experience is analyzed. The third part is the market research part, which uses PEST analysis tools to do macro environmental analysis. Using Porter's five-force model, questionnaire survey, expert interviews, Using SWOT to analyze the strengths and weaknesses of their own resources, as well as the challenges and opportunities that the company will face, and summing up the countermeasures under various circumstances, then using the STP method to determine the target market. Target customers and their own market positioning. The 4th part is the implementation plan of the project. First, the project is studied and developed, and then the implementation conditions are combed out, the schedule is drawn up, and finally the marketing promotion plan is made. The 4P marketing strategy combination suitable for the market is made. Finally, the economic evaluation of the project is carried out, the investment demand and income estimate are made, the use plan of the funds after raising funds is explained, and the financial evaluation of the project is explained. This paper expounds the risk situation of the project, synthesizes the above analysis, and draws the conclusion that it is feasible to set up the Nongjia project of Deepwater Newport Company, the risk is controllable, the income is considerable, and it is worth investing.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F324

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