“农情园”生态休闲农场项目商业计划书

发布时间：2018-01-20 14:05

本文关键词： 商业计划书生态休闲乡村旅游　出处：《华南理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着社会经济的持续增长和人们生活水平的日益提高,我国居民的生活方式正逐渐发生变化,越来越多的人渴望走出家门,到市郊亲近自然、放松身心,体验传统乡村生活,正是这种需求的急剧增加,乡村生态休闲旅游业开始兴旺发达起来,本商业计划书就是一份关于生态休闲农场的创业计划书。本论文的研究对象是位于湖南省长沙市宁乡县近郊菁华铺乡的“农情园”生态休闲农场项目。本论文采用理论与实证、定性和定量相结合的研究方法,研究内容包括项目的基本情况分析、市场环境分析、营销策略、财务分析和风险分析等。本论文首先介绍了项目地理位置、建设规模与进度、定位和管理等方面的基本情况,并通过采用PEST和SWOT等分析工具综合考虑本项目的基本情况和市场环境等,确定“农情园”生态休闲农场项目所具有的优势:选址交通便利、环境优越、符合国家大力发展乡村旅游的政策、顾客群广、项目负责人理论知识和实践经验丰富等,确定项目将采取SO战略为主。其次,采取消费群细分策略和4P营销策略,确定了项目的具体营销计划。接着在投资估算、成本估算、收益估算等基础上对项目进行财务分析,并通过投资回收期、净现值和投资回报率的计算确定了项目的可行性。进而提出了项目面临的各种风险并给出了相关的应对措施。最终得出结论:本项目符合国家大力发展乡村旅游的政策,市场前景广阔,资金投入不大,具有一定的获利能力,同时能满足顾客回归乡村的需求和创业者追求有意义有归属感生活的需求,是一个不错的创业项目。
[Abstract]:With the continuous growth of social economy and the increasing improvement of people's living standards, the way of life of Chinese residents is gradually changing. More and more people are eager to go out of their homes, get close to nature and relax their bodies and minds. Experience of traditional rural life, it is the rapid increase in demand, rural ecological leisure tourism began to flourish. This business plan is a business plan about the ecological leisure farm. The research object of this paper is the "farm garden" located in the suburb of Ningxiang county, Changsha city, Hunan province. Ecological leisure farm project. This paper adopts theory and demonstration. Qualitative and quantitative research methods, including the basic situation of the project analysis, market environment analysis, marketing strategy, financial analysis and risk analysis. Construction scale and progress, positioning and management aspects of the basic situation, and through the use of PEST and SWOT and other analytical tools to consider the basic situation of the project and market environment. To determine the "agricultural love garden" ecological leisure farm project has the advantages: location and transportation is convenient, the environment is superior, in line with the national policy of vigorously developing rural tourism, a wide range of customers. The project leader is rich in theoretical knowledge and practical experience, so the project will adopt so strategy. Secondly, the consumption group segmentation strategy and 4P marketing strategy will be adopted. Then on the basis of investment estimate, cost estimate, income estimate and so on, the financial analysis of the project is carried out, and the investment payback period is adopted. The calculation of net present value and rate of return on investment determines the feasibility of the project, and then puts forward the various risks faced by the project and the relevant countermeasures. Finally, the conclusion is drawn:. This project is in line with the national policy of vigorously developing rural tourism. The market prospect is broad, the capital investment is not big, has certain profit ability, at the same time can satisfy the customer to return to the countryside demand and the entrepreneur pursues the sense of belonging to have the sense of belonging the life demand, is a good pioneering project.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F323.4

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