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所以，实现农业集约化经营水平的提高，发展家庭农场是重要途径之一。J 县地
处农业大省，有着丰厚的发展农业的先天资源，自 2015 年始，依法注册的家庭
农场如雨后春笋般涌现
首先，本文采用文献综述法，梳理近年来国内外学者在家庭农场和盈利模式
领域的研究成果，以交易成本和价值链理论作为研究的理论基础
其次，从定性的角度，由 J 县家庭农场的态势分析，细化得出其内部具有的
优势与劣势，和外部环境的机会与威胁。比较分析新型农业经营主体之间的关系，
着重区分家庭农场与农业专业大户、专业合作社、农业龙头企业之间的异同点
通过实地调研 J 县注册登记的 136 家家庭农场，经营类别有种植型、养殖型和种
养结合型家庭农场三种。按已有的盈利模式可归类为五种类型，产品金字塔盈利
模式、独特产品盈利模式、区域领先盈利模式、品牌盈利模式和网络营销盈利模
式，从盈利源、盈利点、盈利措施和盈利屏障四个要素开展五种不同盈利模式下
典型家庭农场的个案分析
再次，采取定量分析，构建用以评价家庭农场盈利模式的财务指标体系，筛
选 15 个样本数据，对财务指标无量纲化处理后的排序结果显示出不同盈利模式
的优劣，完成对家庭农场盈利模式的评价，确定 J 县可重点推动的盈利模式为网
络营销盈利模式。并分析找到该盈利模式存在盈利源易受市场波动影响、盈利点
来源渠道窄、盈利措施易被复制和盈利屏障源于资金压力和土地流转难四个方面
的问题
最后，分别从盈利模式的四个构成要素角度提出 J 县可重点推动的盈利模式
的优化对策
本文结论，认为 J 县可重点推动的盈利模式为网络营销盈利模式，要实现该
盈利模式的优化要克服资金、土地流转和行业风险三个不利因素的影响，希望对
J 县家庭农场的发展提供一定的参考和依据
关键词：家庭农场；盈利模式；财务评价；优化对策II
Abstract
Family farm as a main important constitute part of new type of agricultural
management, retain the characteristics of the management of farm household, and
promote peasants&39; income by scale operation, which is suitable to the Chinese
situation, is an effective way to solve the questions such as who will cultivate the
land and how to be good,is an effective force for the development of modern
agriculture in our country. So, realizing the level of agricultural intensive management
level is one of the important way to develop the farm family. J county is located in the
agricultural province, has rich natural resources to develop agricultural. Since 2015,
the legally registered family farms have sprung up.
First of all, this paper uses the method of literature review, makes a literal review
of research in the field of family farms and profit model of scholars at home and
abroad in recent years, and based on the transaction cost and value chain theory.
Secondly, from the perspective of qualitative, and analysis from J county family
farm insinuation, refine to draw its internal advantages and disadvantages, the
opportunities and threats of the external environment. Comparative analysis the
relationship between the new type of agricultural management main body, focus on
the differentiate similarities and differences between family farm and agricultural
professional investors、professional cooperatives、the agricultural leading enterprises.
Through on-the-spot investigation J county registered 136 family farms, business
categories include 3 types of planting、breeding and combining planting and breeding.
According to the existing profit model can be classified into five types, product
pyramid profit model, unique profit model, regional leading profit model, brand profit
model and network marketing profit model, from the four elements of profit source,
profit point, profit and profit barrier to carry out typical case analysis of the family
farm under five different profit model.
Again, adopt quantitative analysis, build the financial index system to evaluate
the profit model of family farm, screening of 15 sample data, the non-dimension
financial indicators ordering results show the merits of the different profit model,
complete the evaluation of family farm profit model, make sure J county can be the
key to promote the profit pattern of profit model is network marketing. Then analyze
and find the existence four questions of this profit model are profit source easilyIII
affected by market fluctuations, narrow profit sources, profitability measures easily
copied and profit barrier is the result of stress, land circulation is difficult.
Finally, put forward J county can key to promote optimization countermeasures
of the profit model respectively from the four constituent elements of profit model.
The conclusion of this paper, that J county can focus on promoting the profit
pattern as the network marketing profit mode , to achieve optimization of the profit
model to overcome the impact of capital, land circulation and industry risk three
unfavorable factors, hope for the development of family farms in J county to provide
certain reference and basis.
Key words: Family Farm; Profit Model;Financial Evaluation; Optimization
CountermeasuresIV
目 录
摘要I
Abstract..........II
目 录..........IV
引 言1
1 绪论..2
1.1 研究背景及意义.........2
1.1.1 研究背景..........2
1.1.2 研究意义..........2
1.2 研究综述.........3
1.2.1 家庭农场的概念..........3
1.2.2 家庭农场的优势..........3
1.2.3 家庭农场的盈利模式..4
1.2.4 家庭农场的发展策略..5
1.3 研究内容及研究方法.6
1.3.1 研究内容..........6
1.3.2 研究方法..........6
2 家庭农场盈利模式的理论基础......7
2.1 交易成本理论.7
2.2 价值链理论.....7
3 J 县家庭农场的态势和盈利模式分析.......9
3.1 J 县家庭农场的态势分析......9
3.1.1 内部优势和劣势..........9
3.1.2 外部机会和威胁........10
3.2 与其他新型农业经营主体的比较分析.......11
3.2.1 与农业
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