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。 本报告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。 本报告采用理论与实证、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。 本报告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。 关键词，商业计划书；生态；休闲；乡村旅游II ABSTRACT With the sustainable growth of social economy and the rising living standards, the Chinese people's way of life also gradually changed; more and more people are eager to get out to the suburbs, close to nature and get relax. Just because of this sharp increase in demand, ecological village leisure tourism has become very popular recently. And this paper is a business plan about an ecological leisure farm. The research object of this business plan is an ecological leisure farm project named “NongQingYuan” Ecological Leisure Farm, which is located in JingHuaPu Town NingXiang County ChangSha City Hunan Province. This paper adopts the research method of combining theory and demonstration, qualitative and quantitative analysis. The contents of the study include the basic situation analysis, the market research and analysis, the marketing strategy, financial evaluation and risk analysis of the project, etc. This paper firstly introduces the condition of the location, the scale and schedule of the construction, positioning and management of the project, and then through the PEST and SWOT analysis tools, as a comprehensive consideration of the situation of the project and the market environment, to find that the NongQingYuan Ecological Leisure Farm has many advantages, such as, suitable location and convenient transportation, superior environment, in line with national policy of developing rural tourism, big quantity of customers, the administrator in charge of the theoretical knowledge and rich practical experience. Secondly, take the consumer segmentation strategy and the 4P marketing strategy, to determine the specific marketing projects. Then, on the basis of the estimation of the investment, cost and income to estimate the financial analysis of the project, and through the investment recovery period, net present value and the rate of return on investment to determine the feasibility of the project. Then put forward for the various risks and give relevant countermeasures. In conclusion, the project conforms to the national policy of rural tourism development, has great market prospects, needs small investment, has a certain profit ability, at the same time, meets the customer demands and realizes the dream for the entrepreneur that to pursue meaningful sense of belonging needs of life. It is a good entrepreneurial project. Key words: Business plan; Ecological; Leisure; Rural tourismIII 目 录 摘要...........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表目录.................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 研究背景及意义........................................................................................................... 1 1.1.1 研究背景................................................................................................................ 1 1.1.2 研究意义................................................................................................................ 2 1.2 文献综述...................................................................................................................... 2 1.2.1 国外有关乡村生态休闲旅游的文献综述........................................................... 2 1.2.2 国内有关乡村生态休闲旅游的文献综述........................................................... 4 1.2.3 有关运营商业项目相关理论的文献综述........................................................... 5 1.3 研究方案和技术路线................................................................................................... 7 1.3.1 研究目标和内容及拟解决的关键问题................................................................ 7 1.3.2 研究方法................................................................................................................ 8 1.3.3 技术路线................................................................................................................ 8 第二章 “农情园”生态休闲农场项目概况........................................................................10 2.1 项目地理位置............................................................................................................ 10 2.2 项目建设管理............................................................................................................ 11 2.2.1 建设规模............................................................................................................. 11 2.2.2 实施进度.............................................................................................................. 13 2.2.3 管理方式.............................................................................................................. 13 2.3 项目市场定位............................................................................................................ 14 2.4 项目人力资源管理.................................................................................................... 14 2.4.1 组织架构设置..................................................................................................... 14 2.4.2 人力资源规划...................................................................................................... 15 2.5 项目投资设想............................................................................................................ 17 2.6 本章小结.................................................................................................................... 17 第三章 生态休闲农场市场环境分析....................................................................................19IV 3.1 外部市场环境分析..................................................................................................... 19 3.1.1 政策环境.............................................................................................................. 19 3.1.2 经济环境.............................................................................................................. 20 3.1.3 社会环境.............................................................................................................. 23 3.1.4 创新技术环境...................................................................................................... 23 3.2 营销环境分析............................................................................................................ 24 3.2.1 供应商.................................................................................................................. 24 3.2.2 顾客群.................................................................................................................. 25 3.2.3 竞争者.................................................................................................................. 25 3.3 项目的 SWOT 分析.................................................................................................... 26 3.3.1 项目优势（S） ................................................................................................... 26 3.3.2 项目劣势（W）................................................................................................. 27 3.3.3 项目机会（O）.................................................................................................. 27 3.3.4 项目威胁（T） .................................................................................................. 28 3.3.5 项目可采取的战略............................................................................................. 28 3.4 本章小结.................................................................................................................... 30 第四章 “农情园”生态休闲农场项目营销策略................................................................32 4.1 消费群细分................................................................................................................. 32 4.1.1 按顾客来源地分类............................................................................................. 32 4.1.2 按旅游目的分类................................................................................................. 33 4.1.3 按购买方式分类................................................................................................. 33 4.1.4 按顾客年龄段分类............................................................................................. 34 4.1.5 按销售途径分类................................................................................................. 34 4.2 目标消费者选择........................................................................................................ 34 4.3 农场产品和服务的定位............................................................................................. 35 4.3.1 农场产品定位..................................................................................................... 35 4.3.2 农场服务功能项目设置...................................................................................... 36 4.4 项目的营销策略......................................................................................................... 39 4.4.1 产品策略.............................................................................................................. 39 4.4.2 定价策略.............................................................................................................. 40V 4.4.3 渠道策略.............................................................................................................. 42 4.4.4 促销策略.............................................................................................................. 43 4.5 本章小结..................................................................................................................... 44 第五章 “农情园”生态休闲农场项目财务分析................................................................45 5.1 项目的启动资金需求估算......................................................................................... 45 5.2 项目成本估算............................................................................................................. 46 5.3 项目收益估算............................................................................................................. 48 5.4 项目投资决策依据..................................................................................................... 49 5.4.1 投资回收期.......................................................................................................... 49 5.4.2 投资回报率......................................................................................................... 50 5.4.3 净现值.................................................................................................................. 50 5.5 项目融资计划............................................................................................................. 50 5.6 敏感性分析................................................................................................................. 51 5.7 本章小结..................................................................................................................... 52 第六章 “农情园”生态休闲农场项目风险分析及对策....................................................53 6.1 项目的风险因素........................................................................................................ 53 6.1.1 设计风险.............................................................................................................. 53 6.1.2 经济风险.............................................................................................................. 53 6.1.3 人员风险.............................................................................................................. 54 6.1.4 市场风险.............................................................................................................. 54 6.1.5 自然灾害风险...................................................................................................... 54 6.1.6 定位风险............................................................................................................. 54 6.2 应对风险的措施........................................................................................................ 55 6.2.1 优化项目设计方案及编制工程进度计划.......................................................... 55 6.2.2 科学合理地进行资金运作.................................................................................. 55 6.2.3 以人为本实施全面质量管理.............................................................................. 55 6.2.4 树立形象建立良好的社会信誉.......................................................................... 56 6.2.5 购买保险做好灾害事前准备.............................................................................. 56 6.2.6 明确定位倡导健康生活方式.............................................................................. 56 6.3 本章小结.................................................................................................................... 57VI 结论..........................................................................................................................................58