伴随着社会的不断进步，人们的生活方式不断转变的同时带来的是生活节 奏的不断加快。居住在城市中，人们接触的内容都是钢筋水泥，在这样枯燥乏 味的生活中，人们的生活情趣会被渐渐消磨。但是这样的生活节奏让人们对自 由和谐生活充满了向往，所以人们对休闲生活的渴望程度也将不断提升。人们 在入世与出世之间的纠结，在焦虑感与温情体验间的彷徨，就给了当今旅游市 场庞大的机遇，来自国人心灵的需求是促成乡村旅游萌生的根源。加上城市环 境的不断恶化，人们希望离开快节奏的愿望更是日益剧增，都市生活的人们对 田园之乐产生了极大的需求，这也逐渐成为广大游客的内心的真实诉求。正是 这种需求的急剧增加，乡村生态休闲旅游业便开始受到青睐，成为旅游开展的 热点。本文就是一份关于生态休闲农庄的创业计划书。 本报告的研究对象位于河南省开封市祥符区的“好农夫”生态休闲农庄项 目。 本报告采取实证与理论、定性和定量相结合的方法，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。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 “好农夫”生态休闲农庄项目所具有的优势，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、客户群广、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，采取消费群细分战略和 4P 营销战 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开展乡村旅游的政策，市场前景广阔， 资金投入不高，具有相应的获利能力，同时能满足客户回归乡村的需求和创业 者追求创业激情和梦想的需求，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 Along with the continuous progress of society, people's life style is constantly changing and the pace of life is speeding up. People living in the city began to tired of the same life, set up in the car and the high iron age lifestyle and increased the range of human activities, and even under the condition of the busy, fast-paced, also need to be in a busy leisure, life experience. The tangle of people between birth and the wto accession, hovered between anxiety and tender feeling experience, gives the enormous opportunities in today's tourism market, from the people spiritual needs is to promote rural tourism source of germination. With the worsening of the urban environment, away from the fast-paced urban life, and experiencing the rural life of returning to the real life, it has become the demand of more and more city tourists. It is the rapid increase of this demand that the rural eco-leisure tourism industry has become the hot spot of tourism development. This article is a business plan for eco-leisure farm. The research object of this paper is located in the good farmer ecological leisure farm project of xiangfu district, kaifeng city, henan province. This paper USES the combination of theory and empirical, qualitative and quantitative research methods, research contents include the basic information of the project analysis, market environment analysis, marketing strategy, financial analysis and risk analysis, etc. First introduced the project location, construction scale and the progress, positioning and management of the basic situation, and by using PEST and SWOT analysis tools such as comprehensive considering the objective of the basic situation and market environment, etc., determine the farmer ecological leisure farm project: on the advantage of location convenient transportation and superior environment, accord with a country to develop the rural tourism policy, wide customer base, such as theoretical knowledge and practical experience, the project manager to determine project will mainly take the SO strategy. Secondly, the specific marketing plan of the project is determined by adopting the customer segmentation strategy and the 4P marketing strategy. Then in investment estimation, cost estimation,III on the basis of earnings estimates on project financial analysis, and through the investment payback period, net present value and return on investment of calculate and determine the feasibility of the project. Furthermore, the risks of the project are put forward and corresponding countermeasures are given. Finally draw the conclusion: the project conforms to the national policy of vigorously developing the rural tourism, the wide prospect of market, the investment is not high, has the corresponding profit ability, and can meet the needs of customers to return to country and the needs of entrepreneurs to the pursuit of entrepreneurial passion and dream, is a good business project. Key words: business plan; Ecological; Leisure; Rural tourismIV 目 录 摘要.................................................... I ABSTRACT................................................ II 目 录................................................... IV 图和附表清单.......................................... VIII 第一章 绪 论............................................ 1 第一节 研究背景和研究意义 ......................................1 一 研究背景 ......................................................... 1 二 研究意义 ......................................................... 2 第二节 研究方案和技术路线 ......................................3 第二章 “好农夫”生态休闲农庄项目概况.................... 5 第一节 项目地理位置 ............................................5 第二节 项目建设管理 ............................................6 一 建设规模 ......................................................... 6 二 实施进度 ......................................................... 8 三 管理方式 ......................................................... 9 第三节 商业模式 ................................................9 一 市场定位 ......................................................... 9 二 运营模式 ........................................................ 10 三 盈利模式 ........................................................ 10 第四节 项目人力资源管理 .......................................11 一 组织架构设置 .................................................... 11V 二 人力资源规划 .................................................... 12 第五节 项目投资设想及未来三年发展目标 .........................14 一 项目投资设想 .................................................... 14 二 未来三年发展目标 ................................................ 14 第六节 本章小结 ................................................15 第三章 生态休闲农庄市场环境分析........................ 16 第一节 外部市场环境分析 .......................................16 一 政策环境 ........................................................ 16 二 经济环境 ........................................................ 18 三 社会环境 ........................................................ 20 四 创新技术环境 .................................................... 21 第二节 营销环境分析 ...........................................22 一 供应商 .......................................................... 22 二 客户群 .......................................................... 22 三 竞争者 .......................................................... 23 第三节 项目的 SWOT 分析 ........................................24 一 项目优势（S) .................................................... 24 二 项目劣势（W) .................................................... 25 三 项目机会（0) .................................................... 26 四 项目威胁（T) .................................................... 26 五 项目可采取的战略 ................................................ 27 第四节 本章小结 ...............................................29 第四章 “好农夫”生态休闲农庄项目营销策略.............. 30 第一节 消费群细分 .............................................30 一 按客户来源地分类 ................................................ 30 二 按旅游目的分类 .................................................. 31 三 按购买方式分类 .................................................. 31VI 四 按客户年龄段分类 .....