“CH”开心农场项目商业计划书

发布时间：2018-03-14 19:01

本文选题：战略管理　切入点：财务管理　出处：《华南理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着经济的高速发展,一线城市的生活节奏越来越快,食品安全问题也层出不穷,都市白领在工作、生活、食品安全问题上面承受着多重的压力。随着社会的发展,在高强度工作的同时,都市白领也越来越重视身心健康,越来越追求生活与工作的平衡,对生活质量的要求也越来越高。本文是从化开心农场有限公司(以下简称“CH”公司)为缓解都市白领生活压力与解决都市人食品安全问题而创建的“CH”开心农场项目的商业计划书。本论文综合应用研究生在读以来所学的知识,通过战略、营销、运营、人力资源以及财务等学科的理论知识,全面分析与规划“CH”开心农场项目的发展方向及运作模式。为明确“CH”开心农场项目的战略思路,本文运用PEST、五力模型分析了CH公司的外部与内部环境,找出本公司的关键成功因素,最后利用SWOT分析模型,选择企业发展战略方向。通过STP为CH公司的市场进行定位,同时结合对主要竞争对手的分析,结合CH公司的优势和劣势、机会和威胁,制定针对目标市场的营销策略。本文还对“CH”开心农场项目的组织结构、生产运营、人力资源管理等方面进行设计,并对“CH”开心农场项目的经营业务进行财务预测与风险分析。通过对项目的财务分析与评估,为项目制定了投资、融资计划以及资金的退出方式,现金流预测、风险分析预测以及风险管控。通过分析,得出本项目初始投资计划为1200万元,其中CY菜业集团投资620万元,光辉村田心社经济合作社以600亩的土地20年租赁期作价80万元入股,另外500万元计划向风险投资商融资。项目的资本成本为14.2622%,项目前5年的净现值NPV为328.36万元,远大于0。前5年的修正内部收益率为19.93%,依然远大于资本机会成本14.2622%。项目的投资回收期为3.48年,比一般项目的回收期短。风险分析中的概率分析表明CH项目风险概率小,风险低。
[Abstract]:With the rapid development of the economy, the pace of life in first-tier cities is getting faster and faster, and food safety problems are emerging in endlessly. Urban white-collar workers bear many pressures on the issues of work, life and food safety. With the development of society, At the same time, urban white-collar workers pay more and more attention to physical and mental health, and increasingly pursue the balance between life and work. The requirement of quality of life is higher and higher. This paper is a "Ch" happy farm project established by Conghua Happy Farm Co., Ltd (hereinafter referred to as "Ch" Company) in order to alleviate the pressure of urban white-collar life and solve the food safety problems of urban people. This thesis synthesizes the knowledge that graduate students have learned since their reading, Through the theoretical knowledge of strategy, marketing, operation, human resources and finance, this paper analyzes and plans the development direction and operation mode of "Ch" happy farm project in an all-round way, in order to clarify the strategic thinking of "Ch" happy farm project. This paper analyzes the external and internal environment of Ch Company by using pest and five Force models, and finds out the key success factors of Ch Company. Finally, by using the SWOT analysis model, the author chooses the strategic direction of enterprise development. STP is used to locate the market of Ch Company. At the same time, combined with the analysis of the main competitors, combined with the strengths and weaknesses, opportunities and threats of Ch company, the marketing strategy for the target market is formulated, and the organizational structure, production and operation of the "Ch" happy farm project are also discussed in this paper. The management of human resources is designed, and the financial forecast and risk analysis of the business of "Ch" happy farm project are carried out. Through the financial analysis and evaluation of the project, the investment, financing plan and exit mode of the fund are made for the project. Cash flow forecast, risk analysis forecast and risk control. Through analysis, it is concluded that the initial investment plan of the project is 12 million yuan, of which CY vegetable industry group invested 6.2 million yuan. The Guangcun Tian Xin Society economic cooperative takes 800,000 yuan into the shares for a 20-year lease period of 600 mu of land, and plans to raise funds from venture capitalists for another 5 million yuan. The capital cost of the project is 14.2622, and the net present value of the first five years of the project is three million two hundred and eighty-three thousand and six hundred yuan, and the net present value of the first five years of the project is three million two hundred and eighty-three thousand and six hundred yuan. The revised internal rate of return for the first five years is 19.933.It is still much larger than the opportunity cost of capital 14.2622.The payback period of the project is 3.48 years, which is shorter than that of the general project. The probability analysis in the risk analysis shows that the risk probability of Ch project is small and the risk is low.
【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】：F324

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