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淮山(山药)系列产品产业化开发项目商业计划书DOC

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常言道:“民以食为天,食以安为先”。而近年来“三聚氰胺奶粉”、“ 苏丹红鸭蛋”、 “河南南阳毒韭菜”、“ 沈阳毒豆芽事件”、“ 广州染色紫菜”、“地沟油”、“注胶虾”、“转 基因油”等食品安全频发事件,食品不安全直接危害了居民的健康生活,也扰乱社会秩 序。目前仍至未来的食品市场将是以安全、绿色为主题。本报告正是基于此原因,以淮 山(山药)产业化作为研究对象,通过商业计划书形式,较好的运用营销管理学、企业 战略管理学和财务管理学等知识理论,对淮山(山药)产业化等多个维度进行详细的分 析论述,最终形成较为完整的淮山(山药)产业化项目商业计划书。以此商业计划书增 强投资者的信心和获得商业银行对本项目贷款的认可,并筹得项目必要的资金需求。 本报告通过对其项目背景、投资方、项目的主要产品、市场营销以及淮山(山药) 等产品的盈利模式进行归纳总结。并运用 PEST 模型对宏观环境、经济水平及消费状况、 社会文化环境、技术环境进行分析。接着采用波特五力竞争模型中的同行业竞争、供应 商竞争、替代品竞争、顾客竞争、潜在进入者进行分析。最后运用 SWOT 对项目的优 势、劣势、机会、威胁等四方面分析,得出项目的外部环境十分有利,并且内部优势远 大于劣势。同时采用 STP 营销分析,对项目的产品、品牌、功能和形象进行了定位后, 分析其市场需求状况,制订相对合理的营销目标。最后根据项目的建设计划和人员需求, 介绍了公司的组织结构和管理团队,并制订相对合理的人员配置计划和薪酬体系。 本项目初始投资 10000 万元,其中银行融资 2800 万元;项目投资利润率 23.97%; 销售利润率 11.99%;净现值(NPV)5826.73 万元,远大于零;内部收益率为 30.47%, 远大于项目资本成本 11.54%;静态投资回收期为 4.69 年,动态投资回收期为 5.73 年,由 此可见淮山(山药)产业化项目的经济效益显著。同时,对项目存在的风险进行分析, 最终认为本项目的风险较小。所以本项目将有望成为淮山(山药)行业内的示范企业, 引领绿色淮山(山药)市场。 关键词:淮山(山药);产业化;商业计划书 II Abstract As the saying goes that food is the first necessity of the people, food security is the first. In recent years food safety incidents such as melamine milk powder Sudan red duck eggs, Henan nanyang poison leek, Shenyang poison bean sprouts event, Guangzhou dyeing seaweed, gutter oil, note glue shrimp, gm oil frequently took place. Food safety directly harm the health of the residents living, and food market and the future market will be in a safe, green theme. Industrialization of this thesis was based on HuaiShan (yam) as the research topic. Through the form of a business plan, is the use of the marketing management, corporate strategy and financial management knowledge of management theory, the HuaiShan (yam) about industrialization, etc. A detailed analysis of multiple dimensions, ultimately form a complete business plan. Better enhance the confidence of investors and commercial Banks approved by the project, received project necessary funding needs. In this paper, through the project background, the investor, the project plan design, it summarizes the profit pattern of marketing and product. And using PEST model and the macro environment, economic level and consumption environment, technology environment, social culture to analyze, then to study with porter's five competitive model of the project in the same industry competitors, suppliers, competitive, substitute for competition, customers, potential entrants. Finally, using SWOT strengths, weaknesses, opportunities, threat to the project analysis of four aspects, to draw a conclusion that a project is very favorable external environment and internal advantages outweigh the disadvantages. The STP marketing analysis at the same time, is to the project's product, brand, functions and image positioning, after analyzing the market demand, formulate relatively reasonable marketing goals. According to the project construction plan and personnel needs, introduces the company's organizational structure and management team, and relatively reasonable staffing plan and compensation system. The initial investment needs 100 million yuan, including 28 million yuan in bank financing; Project investment profit margin is 23.97%; Sales profit margin is 11.99%; Net present value (NPV) of 58.2673 million yuan is greater than zero; Internal rate of return is 30.47%, greater than the 11.54% cost of capital; Static investment payback period is 4.69 years, the dynamic investment recovery period is 5.73 years, thus HuaiShan (yam) industrialization project economic benefit is remarkable. And analysis of project risks, and ultimately think less in the project. So this project will be expected to become HuaiShan (yam) industry demonstration enterprise, leading the green HuaiShan (yam) market. Key words:HuaiShan (yam);Industrialization; Business plan III 目 录 摘要.........................................................................................................................................I Abstract ..................................................................................................................................... II 图表清单.................................................................................................................................VII 第一章 绪 论..........................................................................................................................1 1.1 研究背景......................................................................................................................... 1 1.2 研究意义......................................................................................................................... 1 1.3 文献综述......................................................................................................................... 2 1.4 研究方法......................................................................................................................... 4 1.5 研究内容和结构............................................................................................................. 4 第二章 项目概况......................................................................................................................5 2.1 项目介绍......................................................................................................................... 5 2.1.1 JA公司及ST公司...................................................................................................... 6 2.1.2 淮山概况.................................................................................................................. 6 2.2 项目构成......................................................................................................................... 7 2.2.1 种苗组培工厂.......................................................................................................... 7 2.2.2 标本园、种植示范园、种植园.............................................................................. 7 2.2.3 科研中心和综合办公楼.......................................................................................... 8 2.2.4 淮山(山药)加工厂.............................................................................................. 8 2.3 项目的主要产品............................................................................................................. 9 2.4 组织管理概要............................................................................................................... 10 2.4.1 人力资源配置......................................................................................................... 11 2.4.2 项目团队................................................................................................................ 12 2.5 本章小结....................................................................................................................... 12 第三章 环境分析....................................................................................................................14 3.1 宏观环境分析............................................................................................................... 14 3.1.1 政策环境................................................................................................................ 14 3.1.2 经济及消费环境.................................................................................................... 15 IV 3.1.3 社会文化环境........................................................................................................ 16 3.1.4 技术环境................................................................................................................ 16 3.2 波特五力竞争分析....................................................................................................... 17 3.2.1 同行业竞争............................................................................................................ 17 3.2.2 供应商竞争............................................................................................................ 18 3.2.3 替代品竞争............................................................................................................ 19 3.2.4 顾客竞争................................................................................................................ 19 3.2.5 潜在进入者............................................................................................................ 19 3.3 SWOT分析..................................................................................................................... 20 3.3.1 优势........................................................................................................................ 20 3.3.2 劣势........................................................................................................................ 20 3.3.3 机会........................................................................................................................ 20 3.3.4 威胁........................................................................................................................ 21 3.4 本章小结....................................................................................................................... 21 第四章 营销战略....................................................................................................................22 4.1 市场分析....................................................................................................................... 22 4.1.1 市场需求分析........................................................................................................ 22 4.1.2 市场风险分析........................................................................................................ 23 4.2 STP 营销 ....................................................................................................................... 24 4.2.1 市场细分................................................................................................................ 24 4.2.2 市场选择................................................................................................................ 24 4.2.3 市场定位................................................................................................................ 25 4.3 营销组合策略............................................................................................................... 25 4.3.1 产品方案................................................................................................................ 25 4.3.2 产品管理................................................................................................................ 26 4.3.3 定价策略................................................................................................................ 27 4.3.4 品牌管理................................................................................................................ 28 4.3.5 促销策略................................................................................................................ 28 4.4 本章小结....................................................................................................................... 29 V 第五章 项目可行性分析........................................................................................................30 5.1 假设说明....................................................................................................................... 30 5.2 项目资本成本的确定................................................................................................... 31 5.2.1 确定无风险收益率Rf............................................................................................ 32 5.2.2 确定贝塔系数β...................................................................................................... 32 5.2.3 确定风险溢价 Rm - Rf......................................................................................... 32 5.3 项目实施进度............................................................................................................... 32 5.4 投资估算....................................................................................................................... 33 5.4.1 建筑工程费............................................................................................................ 33 5.4.2 设备购置费............................................................................................................ 33 5.4.3 投资........................................................................................................................ 35 5.4.4 财务评价................................................................................................................ 36 5.5 社会效益分析............................................................................................................... 42 5.5.1 加快当地产业结构的升级.................................................................................... 42 5.4.2 有利于农产品加企业出口创汇............................................................................ 42 5.5.3 创造就业岗位........................................................................................................ 43 5.5.4 促进现代化农业的发展........................................................................................ 43 5.6 本章小结....................................................................................................................... 43 第六章 风险管理....................................................................................................................44 6.1 项目的管理风险........................................................................................................... 45 6.1.1 政策风险................................................................................................................. 45 6.1.2 人员的管理风险..................................................................................................... 45 6.1.3 营销风险................................................................................................................ 46 6.1.4 渠道风险................................................................................................................ 46 6.2 财务风险....................................................................................................................... 46 6.2.1 银行融资风险........................................................................................................ 46 6.2.2 流动性风险............................................................................................................ 46 6.2.3 坏帐的风险............................................................................................................ 47 6.3 自然灾害风险............................................................................................................... 47 6.3.1 天气变化的风险.................................................................................................... 47 VI 6.3.2 病虫害风险............................................................................................................ 47 6.4 本章小结....................................................................................................................... 47 总 结......................................................................................................................................48