A公司佐餐型复合调味酱项目商业计划书

发布时间：2018-07-21 15:06

【摘要】：调味品分为酱油、醋、复合调味料、盐、糖、味精等种类。复合调味料是调味品中的一类，采用两种或两种以上的调味品配制，经特殊加工而成的调味料，可分为固态复合调味料、液体复合调味料和复合调味酱。本文所说的佐餐型复合调味酱（以下称为佐餐调味酱）是复合调味料中的一类，采用食用蔬菜（含各种菌类）、肉类（含海鲜）及多种调味品用现代工业技术精制而成，主要用于居民日常生活中吃饭、下面、喝粥时作为小菜拌食，以增加食欲和美味，也可以用于蘸食、烹饪和食品加工中，是一种用途广泛的调味品。佐餐调味酱作为我国调味品产业的新生力量，近几年的发展势头十分迅猛，年均增长速度在20％以上，成为食品工业中增长最快的行业之一。目前，我国的调味品年总产量已超过1300万吨，其中复合调味料年产量只有150多万吨，与国际调味料市场上复合调味料占到80％的市场份额相比，我国复合调味料产业还有着很大的市场潜力。佐餐调味酱是复合调味品发展过程中产生的的新型产品类别，符合现代消费需求，是复合调味品重要的发展趋势，具有更广阔的市场。A公司及时把握这一趋势，前期通过对市场需求的初步分析，并探寻特色原材料，重点研发出多个系列佐餐调味酱。为了培育公司规模、利润新增长点，扩大生产产能，在市场上占据先机，A公司提出了本项目的商业计划。本文首先叙述了该商业计划提出的背景和意义，然后对佐餐型调味酱行业现状和项目内、外部环境进行分析，对A公司概况和佐餐调味酱产品特点进行介绍，对佐餐调味酱进行市场细分确定主要的目标市场；通过4P模型制定A公司佐餐调味酱营销组合策略；对项目投资收益和回报周期进行预测；最后对项目可能遇到的风险进行分析并提出相应的风险应对措施。通过本文研究表明，A公司的佐餐调味酱项目其产品符合市场需求，市场前景广阔，其产品本身具有明显的优势。项目本身的静态回收期为2.41年，，项目的经济效益显著，而项目本身的风险性可以控制在较低水平，研究结论显示本项目可行。本商业计划书为A公司的投资提供决策参考，希望A公司能够筹集到预期的资金，以及时开展佐餐调味酱品项目。
[Abstract]:Condiments are divided into soy sauce, vinegar, compound seasoning, salt, sugar, monosodium glutamate and other kinds. Compound condiment is a kind of condiment, which is made of two or more condiments, which can be divided into solid compound condiment, liquid compound seasoning and compound sauce. In this paper, the mixed seasoning sauce (hereinafter referred to as the seasoning sauce) is a kind of compound seasoning. It is made from edible vegetables (including various fungi), meat (including seafood) and many kinds of seasonings, which are refined by modern industrial technology. It is mainly used to eat in the daily life of the residents, below, when drinking porridge as a small dish to increase appetite and delicious, also can be used in dipping, cooking and food processing, is a widely used condiment. As a new force in the condiment industry of our country, the seasoning sauce has been developing rapidly in recent years, with an average annual growth rate of more than 20%, which has become one of the fastest growing industries in the food industry. At present, the total annual output of condiment in China has exceeded 13 million tons, among which the annual production of compound seasoning is only 1.5 million tons, compared with the 80% market share of compound seasoning in the international seasoning market. Our country compound seasoning industry still has very big market potential. Seasoning sauce is a new product category produced in the development of compound condiment, which accords with the demand of modern consumption and is an important developing trend of compound condiment. The company has a wider market and grasps this trend in time. Through the preliminary analysis of the market demand and the exploration of characteristic raw materials, several series of seasoning sauces are developed. In order to cultivate the size of the company, new growth point of profit, expand production capacity, occupy the first opportunity in the market, company A put forward the business plan of this project. This paper first describes the background and significance of the business plan, then analyzes the present situation and the external environment of the condiment industry, and introduces the general situation of company A and the characteristics of the seasoning products. The main target market is determined by market segmentation of seasoning sauce, the marketing combination strategy of A company is established by 4P model, and the investment income and return cycle of the project are predicted. Finally, the risk of the project may be analyzed and put forward the corresponding risk countermeasures. Through the research of this paper, it is shown that the products of the company meet the needs of the market, the market prospect is broad, and the products themselves have obvious advantages. The static payback period of the project itself is 2.41 years, and the economic benefit of the project is remarkable, while the risk of the project itself can be controlled at a lower level. The conclusion of the study shows that the project is feasible. This business plan provides a decision-making reference for company A's investment and hopes that company A can raise the expected funds to carry out the seasoning project in time.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F722;F426.82

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