新西兰环境优美，是世界园艺大国，其“世界上最后一片净土”的美称主要得益于政
府及市民强烈的环境意识和绿化意识。园艺行业的发展壮大势必带来对园艺用品
需求的增加。新西兰加工制造业很薄弱，大部分机械设备都要从国外进口来满足
国内的需求。长期以来，欧美、澳大利亚的园艺设备品牌一直占据着新西兰园艺
用品市场主要份额。中国的园艺用品市场虽然在早期发展缓慢，但最近十几年，
在世界园艺用品产业强势发展的带动下，已得到迅速发展，在为世界园艺用品品
牌代工的同时，逐渐产生了中国自主的园艺用品品牌，其产品质量性能已得到世
界市场的认可，中国自主园艺用品品牌已具备了冲击新西兰地区园艺用品市场的
实力。

本论文通过对园艺用品行业现状、中新两国间的贸易状况、新西兰的政策经
济环境、新西兰市场容量及竞争状况、营销策略等多方面进行分析，制定出了
REIDY 园艺用品有限公司的创业方案。研究分析结果表明：新西兰对园艺用品的
需求很大，蕴藏商机，尽管其他国家产品竞争性强，但只要 REIDY 公司明确市场
定位，多方面拓宽销售渠道，凭借物美价廉的优势，公司所经营的产品是能够在
新西兰市场占有一席地并实现预期收益的。通过预算，公司创业投资 100 万人民
币，预计投资回收期为三年半，是一项投资不多、收益稳定的创业投资项目。

关键词：园艺用品，创业方案，新西兰地区，REIDYBusiness Plan of REIDY Gardening
Supplies Co., ltd.
Abstract
Gardening supplies industry is developing gradually along with the development
of horticulture industry. It plays an important role in improving people's living
environment. As the gradual strengthening of people's environmental
consciousness, gardening supplies industry has been booming in the world. New Zealand
is a famous horticultural country and the environment of NZ is so beautiful. The title of
The last piece of pure land in the world is mainly due to the government’s strong
awareness of environmental protection and greening. The development and strengthening
of the horticulture industry will bring increased demand for horticultural products. New
Zealand manufacturing industry is very weak, and the majority of machinery and
equipments are imported from abroad to meet the domestic demand. The
gardening equipments of United States of America and Germany have been occupying
the main horticultural products market share in New Zealand. Horticultural products
manufacturing industry in China developed slowly in the early stage, but in recent
years, with the powerful growth of world gardening supplies industry, it has been rapidly
developed. China has been the “world plants” to the foreign gardening
supplies brands for many years, at the same time, China's own gardening products brand
emerged. The quality and performance of Chinese brand has gained the acceptance by
abroad market, at present, Chinese gardening supplies brands are competitive enough to
enlarge their New Zealand area market shares.
In this paper, by analyzing the status of gardening supplies industry,
the new situation of trade between the two countries, New Zealand economic
environment, New Zealand market capacity and competition situation, marketing
strategy and other aspects, a business plan was developed for the REIDY gardening
supplies Co., ltd. The analysis results show that: the demand for horticultural products in
New Zealand is great and the market of full of opportunities. Although
the competitive products from other countries, but REIDY company will be able to hold