21 世纪以来，虽然我国经济快速增长，人民生活得到极大的改善，并取得 了举世瞩目的成就，但城乡发展不协调、发展中的环境代价越来越大等问题日益 突出，如何在经济发展的过程中缩小城乡差距是我们必须解决的问题。 有机农业是在农业能量的封闭循环状态下生产，全部过程都利用农业资源， 而不是利用农业以外的能源(化肥、农药、生产调节剂和添加剂等)影响和改变农 业的能量循环，不打破生物循环链的生产方式。树莓是一种风靡世界的“第三代 水果”，其特点是药用价值高、营养丰富。种植有机树莓既有利于农业发展又有 利于生态环境的保护。 本文从信息不对称的角度论证了企业的社会资本与农业生产要素相结合的 合理方式，通过比较国内外有机农业的发展现状，并运用 STP 市场定位分析工 具确定了目标市场，从财务角度运用内部收益率、资产净现值等动态指标论证了 方案的可行性，以有机树莓的商业计划书的形式为实现企业和农民互利共赢的目 的提供了一份专业报告。因此，在不改变农村土地用途和产权的前提下，有机农 业是一个具有可观发展前途和能够实现巨大收益的环保型产业，为解决农业、农 民、农村这个三农问题提供了一个可能的方案，为农业剩余劳动力的转移提供了 一种新的思路，为新城镇化腾出空间与时间、积累物质基础以及社会条件。 关键词：有机农业 城乡发展不协调 有机树莓华 中 科 技 大 学 硕 士 学 位 论 文 II Abstract Since the twenty one century, the economy of our country has rapidly increased, the living level of people has been greatly improved and we have achieved remarkable accomplishments. However, the problems that the development is unbalanced between urban and that rural areas and the cost of environment in the process of development is increasingly heavy have been evident. How to narrow the gap between urban and rural areas in the process of economic development is the problem that we must solve. Organic agriculture which carries out production in the closed and circular state of agricultural energy not makes use of the energies outside the agriculture (fertilizers, pesticides, production modifiers and additives), but makes use of the agricultural resources in the whole process so that it has an influence on and change the energy cycle of agriculture and it does not the way of production of biological cycle chain. Raspberry whose trait is high medicinal value and rich nutrition is the world famous third-generation fruit. Thus, farming the organic raspberry not only has beneficent to the development of agriculture but to the protection of ecological environment. From the perspective of asymmetric information, this article proves the reasonable way of integrating social capitals of corporation with production factors in agriculture. Comparing the statement of development of organic agriculture at home and abroad, this article determines the targeted market by using the analysis tool of market positioning (STP). From the angle of finance, this article using the dynamic indications of internal rate of return and the net present value of assets demonstrates the feasibility of the plan. The business plan for organic raspberry which aims to achieve mutual benefit and win-win between business and farmers provides a professional report. Thus, under the prerequisite of unchanging the way of application and property rights of arable land, organic agriculture is a friendly-environment industry which has a promising future of development and can get great return. The华 中 科 技 大 学 硕 士 学 位 论 文 III organic agriculture offers a possible solution to solve the problem about agriculture, farmer and rural areas, offers a new idea for the migration of surplus labors in agriculture, makes room for the new urbanization with time. Key words: organic agriculture unbalanced development between urban and rural areas organic raspberry华 中 科 技 大 学 硕 士 学 位 论 文 IV 目 录 摘要......................................................................................................... I ABSTRACT..................................................................................................II 1.序言 1.1 选题背景和意义....................................................................... 1 1.2 文献综述..................................................................................2 1.3 相关概念..................................................................................4 1.4 研究方法..................................................................................5 2.有机农产品产业组织模式 2.1 订单式......................................................................................7 2.2 合作社式..................................................................................8 2.3 出租式......................................................................................8 3.有机树莓产业的出口项目运营规划 3.1 项目建设进度及控制..............................................................10 3.2 公司组织结构.........................................................................11 4.有机树莓的市场分析 4.1 有机农产品的市场选择...........................................................14 4.2 选择有机树莓的 SWOT 分析......................................................19 4.3 企业面对的外部环境..............................................................26华 中 科 技 大 学 硕 士 学 位 论 文 V 5.有机树莓的营销分析 5.1 STP 营销分析.......................................................................28 5.2 市场营销策略.........................................................................29 6.有机树莓的投资估算与财务评估 6.1 投资估算................................................................................33 6.2 利润表的编制........................................................................33 6.3 资产负债表的编制..................................................................37 6.4 现金流量表的编制..................................................................38 6.5 财务分析与评价.................................................................... 39 7.不确定性分析 7.1 盈亏平衡分析.........................................................................41 7.2 敏感性分析............................................................................ 42 7.3 项目管理措施及建议..............................................................43 结束语....................................................................................................... 45 致 谢......................................................................................................... 46