东北林蛙胶原蛋白肽产业化项目可行性研究 随着人民生活水平的逐步提高，保健已经成为人们日常生活中的重要部分。 东北林蛙产品以其丰富的营养价值，优异的美容保健功能，与燕窝、熊掌、山 参、虫草、飞龙、鲍鱼等大自然的奇珍异宝相比，更具独特的优势。尤其是东 北林蛙的综合加工更是独具发展前景的绿色朝阳产业。以东北林蛙皮、骨等废 弃物生产的胶原蛋白肽产品的产业化，将极大促进东北林蛙胶原蛋白肽在食 用、药用、保健品、饮品及日化产品等方面综合利用。做好项目的前期可行性 研究，对项目的产业化非常关键。 本文包涵吉林省农委“2012 年林蛙产业发展专项资金”中“东北林蛙胶原 蛋白低聚肽的产业化关键技术的开发”项目的部分内容。本文从东北林蛙胶原 蛋白肽项目的实际出发，运用管理学的相关理论，根据项目特点，综合应用成 熟和科学的项目管理理论和项目产业化可行性研究的理论和方法，对东北林蛙 胶原蛋白肽项目产业化从项目的国内外现状，到项目的市场定位及风险分析等 进行了全面的分析论证。研究成果和方法对此类项目具有一定的借鉴作用。 关键字： 东北林蛙 胶原蛋白肽 产业化 可行性研究III Abstract The Project Feasibility Study of Northeast Chinese Forest Collagen Peptide Industrialization With the gradual improvement of people's living standards, health care has become an important part of people's daily life. Northeast Chinese forest frog its rich nutritional value, excellent beauty care, compared with the bird's nest, bear's paw, wild ginseng, Chinese caterpillar fungus, dragon, abalone and other treasures of nature, has more unique advantages. Especially the processing of northeast Chinese forest frog is a unique development prospect of the green sunrise industry. Using the northeast Chinese forest frog skin, bone and other waste for the production of collagen peptide products industrialization, will greatly promote the northeast Chinese forest frog collagen peptides using in food, medicine, health care products, beverages and daily chemical products etc. comprehensive utilization. Good pre-feasibility study of the project is critical to the industrialization of the project. This article inclusion of Jilin Province agriculture committee "Chinese forest frog industry development special funds in 2012" in the "key technology development of the northeast Chinese forest frog collagen oligopeptide industrialization" part of the project content. From the collagen peptide northeast Chinese forest frog project, apply to management theory, according to the characteristics of the project, integrated application the mature and scientific theory of project management with the feasibility study theories and methods of project industrialization, to the northeast Chinese forest frog collagen peptide project industrialization from the status quo at home and abroad, to the project's market positioning and risk analysis conducted a comprehensive analysis and demonstration. Research results and methods have the reference for such projects. Keywords: Northeast Chinese forest frog Collagen peptide Industrialization Feasibility researchI 目 录 报告摘要 .......................................................................................................................I 英文摘要 ....................................................................................................................III 第 1 章 绪论 ...............................................................................................................1 1.1 选题背景 .........................................................................................................1 1.2 研究意义 .........................................................................................................2 1.3 研究内容 .........................................................................................................5 第 2 章 国内外研究现状和发展趋势 .......................................................................7 2.1 林蛙产业现状及发展趋势 .............................................................................7 2.1.1 产业现状...............................................................................................7 2.1.2 竞争现状...............................................................................................7 2.1.3 存在问题...............................................................................................8 2.1.4 发展趋势...............................................................................................8 2.2 胶原蛋白在临床方面的应用研究 .................................................................8 2.2.1 胶原蛋白应用于烧、创伤治疗的研究...............................................9 2.2.2 胶原蛋白应用于美容、矫形的研究...................................................9 2.2.3 胶原蛋白应用于创伤止血的研究.......................................................9 2.3 胶原蛋白肽发展现状 ...................................................................................10 2.3.1 胶原蛋白肽研究进展.........................................................................10 2.3.2 胶原蛋白存在的问题.........................................................................10 2.4 本章小结 ....................................................................................................... 11 第 3 章 东北林蛙胶原蛋白肽项目 SWOT 分析 ...................................................12 3.1 东北林蛙胶原蛋白肽的优势 .......................................................................12 3.1.1 地域优势.............................................................................................12 3.1.2 原料优势.............................................................................................12 3.1.3 东北林蛙胶原蛋白肽的技术优势.....................................................13 3.2 东北林蛙胶原蛋白肽的劣势 .......................................................................13 3.2.1 生产线的建立.....................................................................................13 3.2.2 产品的营销.........................................................................................14II 3.3 东北林蛙胶原蛋白肽的机遇 .......................................................................14 3.3.1 政策支持.............................................................................................14 3.3.2 国内市场上还未出现系列齐全的林蛙胶原蛋白肽，市场潜力巨大 ...............................................................................................................................15 3.3.3 社会需求增加.....................................................................................15 3.3.4 国际市场需求.....................................................................................16 3.4 东北林蛙胶原蛋白肽的威胁 .......................................................................16 3.4.1 同类产品的竞争.................................................................................16 3.4.2 保健食品的声誉.................................................................................16 3.5 本章小结 .......................................................................................................17 第 4 章 东北林蛙胶原蛋白肽的产业化可行性分析.............................................18 4.1 开发内容可行性 ...........................................................................................18 4.1.1 林蛙胶原蛋白肽.................................................................................18 4.1.2 项目开发内容可行性.........................................................................19 4.1.3 主要创新点.........................................................................................20 4.1.4 实施方案.............................................................................................21 4.2 关键技术可行性 ...........................................................................................21 4.2.1 项目的关键技术.................................................................................21 4.2.2 技术路线.............................................................................................22 4.3 市场可行性 ...................................................................................................22 4.3.1 主要技术经济指标.............................................................................22 4.3.2 社会效益.............................................................................................23 4.3.3 产业化前景.........................................................................................24 4.4 本章小结 .......................................................................................................24 第 5 章 东北林蛙胶原蛋白肽的市场定位...............................................................25 5.1 东北林蛙胶原蛋白肽的产品定位 ...............................................................25 5.1.1 目标人群.............................................................................................25 5.1.2 目标市场.............................................................................................25 5.1.3 竞争对手的市场地位.........................................................................25 5.1.4 产品定位.............................................................................................26 5.1.5 营销计划.............................................................................................26III 5.2 东北林蛙胶原蛋白肽的客户定位 ...............................................................27 5.2.1 胶原蛋白肽产品的用户认知度.........................................................27 5.2.2 胶原蛋白肽客户关注的因素.............................................................28 5.2.3 客户的定位.........................................................................................28 5.3 东北林蛙胶原蛋白肽的价格定位 ...............................................................29 5.3.1 胶原蛋白市场价格特征分析.............................................................29 5.3.2 主要品牌产品价位.............................................................................29 5.3.3 东北林蛙胶原蛋白的价格定位.........................................................30 5.4 本章小结 .......................................................................................................30 第 6 章 东北林蛙胶原蛋白肽的产业化项目风险及对策分析..................................31 6.1 风险分析 .......................................................................................................31 6.1.1 外部风险.............................................................................................31 6.1.2 内部风险.............................................................................................32 6.2 项目风险规避对策研究 ...............................................................................33 6.3 本章小结 .......................................................................................................33 结 语 .....................................................................................................................35