国家“十九大”圆满闭幕后，2018 年，全党全国各族人民围绕党中央总体布局，继 续深化改革、保持经济平稳健康发展；习总书记明确指出“绿水青山就是金山银山”， 党中央的发展理念和改革步伐正快速前进，引领中国步入朝气蓬勃的绿色经济，同时更 引领中国迈向生态高新发展领域。值此之际，积极响应国家发展目标，在生态产业及生 态建设领域，本文结合国家绿色经济战略及行业经验，通过拟对 GREG 生态创意产业示 范园区的项目，深度研究，总结形成具有可持续发展价值的商业计划书。 在“生态建设、美丽中国”方向，计划书采取科学理论与实践经验相结合的方法， 树立示范型项目的学术模型。通过科学系统学术工具，如，最新生态金融经济体系理念、 SWOT 分析法、NPV 工具等，研发缔造具有时代意义的研究成果。期间，旨在对“生 态产业 ECO 体系”通过自然生态系统原理形成能量转化，形成自然生态系统、人工生 态系统、产业生态系统之间的共生网络体系；对“生态建设”、“绿色经济”深入研究， 达到提高本文计划项目的前瞻作用和先导效应。 本文通过研究进行整体论证，拟研究的 GREG 生态创意产业示范园区，属于产业地 产项目的一种。是通过市场化运作，以产业升级为导向的企业商业模式创新研究。在对 该项目的市场环境、行业环境进行分析的基础上，对项目可能涉及的项目定位、规划设 计、开发周期、营销策略、成本费用、资金筹措以及回笼进行预估，从而达到该项目的 可行性和经济效益的实操论证效应。同时对影响项目运营效果的其他因素、风险控制进 行分析，最终获得项目可行结论。 关键词，生态产业；创意产业；生态建设；绿色经济。II Abstract After the successful closing of the Nineteenth National Congress, in 2018, the whole Party and the people of all ethnic groups continued to deepen reform and maintain stable and healthy economic development around the overall layout of the Party Central Committee; General Secretary Xi clearly pointed out that green mountains are golden mountains and silver mountains. The Party Central Committee's development concept and Reform pace are advancing rapidly, leading China to the new era. The vigorous green economy has also led China towards the development of ecological high technology. On this occasion, actively responding to the national development goals, in the field of ecological industry and ecological construction, this paper combines the national green economy strategy and industry experience, through the project of GREG ecological creative industry demonstration park, in-depth research, summarizes and forms a business plan with sustainable development value. In the direction of ecological construction and beautiful China, the plan adopts the method of combining scientific theory with practical experience to establish the academic model of demonstration projects. Through scientific system academic tools, such as the latest concept of eco-financial and economic system, SWOT analysis, NPV tools, research and development to create research results of epochal significance. During this period, the aim is to form the energy transformation of the ECO system of ecological industry through the principle of natural ecosystem, and to form a symbiotic network system among natural ecosystem, artificial ecosystem and industrial ecosystem, and to further study the ecological construction and green economy so as to improve the prospective role of the project in this paper. Pilot effect. The GREG Eco-Creative Industry Demonstration Park is one of the industrial real estate projects. It is a study of business mode innovation guided by industrial upgrading through market-oriented operation. Based on the analysis of the market environment and industry environment of the project, the project positioning, planning and design, development cycle, marketing strategy, cost, fund raising and recycling that may be involved in the project are predicted, so as to achieve the practical demonstration effect of the feasibility and economic benefits of the project. At the same time, other factors affecting the operation effect of the project and risk control are analyzed, and finally the feasible conclusion of the project is obtained. Key words: Ecological industry; Creative industry; Ecological construction; Green economy.III 目 录 摘要...........................................................................................................................................I Abstract .................................................................................................................................... II 第一章 绪论..............................................................................................................................1 1.1 研究的背景 ..................................................................................................................... 1 1.2 研究的意义 ..................................................................................................................... 2 1.3 研究的内容 ..................................................................................................................... 3 1.4 研究的方法 ..................................................................................................................... 4 1.5 报告的框架 ..................................................................................................................... 5 第二章 项目战略......................................................................................................................7 2.1 项目背景起源 ................................................................................................................. 7 2.2 项目定位体系 ................................................................................................................. 8 2.3 项目总体目标 ................................................................................................................. 9 2.3.1 理念品质目标........................................................................................................... 9 2.3.2 价值体系目标......................................................................................................... 10 2.3.3 数据导向目标......................................................................................................... 10 2.4 项目产研特色 ............................................................................................................... 11 2.4.1 定位特色，............................................................................................................. 11 2.4.2 业态特色，............................................................................................................. 12 2.4.3 人文特色，............................................................................................................. 12 2.5 项目区位选址 ............................................................................................................... 12 2.6 本章小结 ....................................................................................................................... 13 第三章 市场分析....................................................................................................................14 3.1 国际市场分析 ............................................................................................................... 14 3.1.1 全球行业趋势......................................................................................................... 14 3.1.2 产业机制现状......................................................................................................... 14 3.1.3 生态未来引擎......................................................................................................... 16 3.2 市场需求分析 ............................................................................................................... 16 3.2.1 生态产业供需......................................................................................................... 16 3.2.2 创意产业供需......................................................................................................... 17 3.2.3 复合集群刚需......................................................................................................... 18 3.3 行业竞争分析 ............................................................................................................... 19IV 3.3.1 竞争现状调查......................................................................................................... 19 3.3.2 潜在替代迭代......................................................................................................... 20 3.3.3 供需议价能力......................................................................................................... 21 3.4 项目 SWOT 分析 .......................................................................................................... 22 3.5 本章小结 ....................................................................................................................... 23 第四章 营销策略....................................................................................................................24 4.1 差异定位策略 ............................................................................................................... 25 4.2 研产销学策略 ............................................................................................................... 25 4.3 持续促销策略 ............................................................................................................... 27 4.3 本章小结 ....................................................................................................................... 28 第五章 运营实施....................................................................................................................29 5.1 分步开发计划 ............................................................................................................... 29 5.2 品牌推广运营 ............................................................................................................... 31 5.3 迭代进化策略 ............................................................................................................... 32 5.4 本章小结 ....................................................................................................................... 32 第六章 财务分析....................................................................................................................34 6.1 项目投资估算 ............................................................................................................... 34 6.2 资金筹措计划 ............................................................................................................... 36 6.3 盈利能力分析 ............................................................................................................... 37 6.4 社会效益分析 ............................................................................................................... 39 6.5 本章小结 ....................................................................................................................... 40 第七章 风险控制....................................................................................................................41 7.1 风险类型分析 ............................................................................................................... 41 7.2 风险控制措施 ............................................................................................................... 41 7.3 本章小结 ....................................................................................................................... 43 结 论........................................................................................................................................44