我国是人口大国，对农产品需求有着足够广阔的市场空间，随着社会进步，人民收 入逐年增加，中产阶层人群基数扩大，消费者对农产品的需求分化将越来越明显，富裕 人群生活消费需求逐步转向健康、安全、环保的优质农产品。由于环境污染，传统种植 大量使用化肥、农药、激素等，导致农产品的安全问题令人担忧。富裕人群的增多及食 品安全问题的突出，优质农产品需求将成快速增长之势。同时城镇化的不断深入推进， 很多农村逐渐空心化，年轻一代都转向城市发展，农村仅只是部份老人留守，农田大面 积丢荒。加上近些年中央一号文件，一直强调发展生态农业的重要性及出台一系列针对 生态农业的扶持政策。这些因素，为生态农业的发展提供了广阔的市场机遇和良好的发 展前景。而以提供优质农产品为主的生态农业将获得较大的成长空间。面对这一市场环 境，本文提出在清远市建立BA生态农场项目经营蜜柚、清远鸡的生态循环种养。 本文就是专为清远市BA生态农场项目制定的商业计划书，本商业计划书将综合运 用战略管理学、营销管理学、运营管理学、人力资源管理学、财务分析及数据规划与决 策科学等方面的理论知识，全面规划本项目的战略方向及运作模式。本文对影响企业发 展的宏观环境、微观环境和行业因素进行分析，找出本项目的关键成功因素，通过“波 特的五力”“PEST”模型等分析，确立企业发展的战略方向。依据确立的战略思路，就 行业现状进行分析，结合营销STP战略，确立本项目的市场定位，根据营销组合策略4P 分析工具，及体验营销分析，制定出针对目标市场的营销策略。本文还对人力资源规划 及运营管理等方面进行设计，为财务预测提供数据支持。 通过全文的分析，可以看出生态农场具有较强的市场潜力和较好的市场前景。清远 市BA生态农场项目建设可行。该项目建成后不仅可以带动项目周边农民致富，同时也 将带动清远市生态农业产业的发展，具有极大经济利益、生态效益和社会效益。 关键词，生态农业；蜜柚；清远鸡；种养循环II Abstract China is the most populous country, has enough to produce a broad market space, along with social progress and people's income increased year by year, the middle class population base expanding consumer demand for agricultural products will be more and more obvious differentiation, affluent life consumer demand gradually shifted health, safety, environmental protection, high-quality agricultural products. Due to environmental pollution, the traditional planting extensive use of fertilizers, pesticides, hormones, leading security issues of agricultural worrying. And an increase in food safety issues prominent wealthy population, high demand for agricultural products will become a fast-growing trend. At the same time promote the deepening of urbanization, many rural gradual hollowing out, the younger generation are run to the city, it is only the part of the elderly left behind in rural areas, a large area of farmland lost shortage. Plus the central document in recent years, has always stressed the importance of development of ecological agriculture and introduced a series of supportive policies for ecological agriculture. These factors for the development of ecological agriculture to provide a broad market opportunities and good prospects for development. And to provide high-quality agricultural products of ecological agriculture will gain greater room for growth. Faced with this market environment, we propose the establishment of BA ecological farm project in Qingyuan City, the ecological cycle of planting and breeding business pomelo, Qingyuan chicken. This article is the business plan is designed for Qingyuan BA ecological farm project to develop the business plan will make comprehensive use of strategic management, marketing management, operations management, human resource management, financial analysis and data planning and decision sciences, etc. theoretical knowledge, a comprehensive plan for the strategic direction and mode of operation of the project. In this paper, the impact of the macroeconomic environment for enterprise development, micro-environment and industry factors were analyzed to identify key success factors of this project, through the Porter's Five Forces PEST analysis models to establish the strategic direction of enterprise development. Established based on strategic thinking, on the status of industry analysis, combined with STP marketing strategy to establish market positioning of the project, according to the marketing mix strategy 4P analysis tools, and experience marketing analysis, develop marketing strategies for the target market. This paper also human resources planning and operations management designed to provide data support for financial projections. This article will also provide financing plan, financial analysis and forecasting and risk analysis and an analysis ofIII countermeasures. By analyzing the text, you can see eco-farm with strong market potential and good market prospects. Qingyuan BA ecological farm project feasible. After the completion of the project can not only promote the project around the farmers to get rich, but also will promote the development of ecological agriculture in Qingyuan City, with great economic interests, ecological and social benefits. Key words: ecological agriculture pomelo Qingyuan chicken breeding cycleIV 目 录 摘要...........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图标清单...............................................................................................................................VIII 第一章 绪论..............................................................................................................................1 1.1 研究背景及意义.............................................................................................................. 1 1.1.1 研究背景................................................................................................................... 1 1.1.2 研究意义................................................................................................................... 1 1.2 文献综述.......................................................................................................................... 1 1.2.1 生态农业................................................................................................................... 2 1.2.2 电子商务................................................................................................................... 2 1.3 研究内容及方法.............................................................................................................. 3 第二章 BA 生态农场项目概述 ...............................................................................................5 2.1 BA 生态农场项目介绍 .................................................................................................... 5 2.1.1 项目的背景............................................................................................................... 5 2.1.2 项目的发起............................................................................................................... 5 2.1.3 项目的选址............................................................................................................... 6 2.1.4 生态农场开发理念与思路....................................................................................... 6 2.2 BA 生态农场组织架构 .................................................................................................... 7 2.2.1 团队组织架构........................................................................................................... 7 2.2.2 团队管理措施........................................................................................................... 7 2.3 项目规划.......................................................................................................................... 7 2.3.1 项目建设规划........................................................................................................... 7 2.3.2 项目发展规划........................................................................................................... 8 2.3.3 项目市场规划........................................................................................................... 9 2.4 产品特色.......................................................................................................................... 9 2.4.1 种植产品................................................................................................................... 9 2.4.2 养殖物..................................................................................................................... 10 2.5 产品选择原因................................................................................................................ 10V 2.5.1 为什么选择蜜柚..................................................................................................... 10 2.5.2 为什么选择清远鸡................................................................................................. 10 2.6 本章小结........................................................................................................................ 11 第三章 营销环境分析............................................................................................................12 3.1 外部宏观环境分析........................................................................................................ 12 3.1.1 政治与法律环境..................................................................................................... 12 3.1.2 经济环境................................................................................................................. 12 3.1.3 技术环境................................................................................................................. 12 3.1.4 社会文化环境......................................................................................................... 13 3.1.5 人口环境................................................................................................................. 13 3.2 生态农业行业环境分析................................................................................................ 13 3.2.1 生态农业概述......................................................................................................... 13 3.2.2 行业竞争五力模型分析......................................................................................... 14 3.3 本章小结........................................................................................................................ 16 第四章 生态农场的营销战略及计划....................................................................................17 4.1 STP 营销战略................................................................................................................. 17 4.1.1 市场细分................................................................................................................. 17 4.1.2 选择目标市场......................................................................................................... 18 4.1.3 市场定位................................................................................................................. 19 4.2 营销组合策略................................................................................................................ 19 4.2.1 产品策略................................................................................................................. 19 4.2.2 价格策略................................................................................................................. 22 4.2.3 渠道策略................................................................................................................. 23 4.2.4 促销策略................................................................................................................. 25 4.3 体验营销........................................................................................................................ 26 4.3.1 体验与顾客营销..................................................................................................... 27 4.3.2 顾客体验价值......................................................................................................... 27 4.3.3 体验营销的实施..................................................................................................... 27 4.4 本章小结........................................................................................................................ 28 第五章 组织设置及人才管理................................................................................................29VI 5.1 组织设置与管理............................................................................................................ 29 5.1.1 管理组织设置与职责.............................................................................................. 29 5.1.2 生产组织设置与经营分工..................................................................................... 30 5.1.3 组织管理原则......................................................................................................... 30 5.2 人才队伍建设与管理.................................................................................................... 30 5.2.1 招募人才................................................................................................................. 30 5.2.2 人才使用与管理..................................................................................................... 31 5.2.3 培养人才................................................................................................................. 31 5.3 人员配置与薪酬管理.................................................................................................... 31 5.3.1 人员配置................................................................................................................. 31 5.3.2 薪酬管理................................................................................................................. 31 5.4 本章小结........................................................................................................................ 32 第六章 财务分析及预测........................................................................................................33 6.1 投融资计划与方式........................................................................................................ 33 6.1.1 投资计划................................................................................................................. 33 6.1.3 资金退出方式......................................................................................................... 34 6.2 经营预测........................................................................................................................ 34 6.2.1 收入预测................................................................................................................. 35 6.2.2 营业成本预测......................................................................................................... 36 6.3 项目效益预测................................................................................................................ 37 6.4 项目财务相关指标........................................................................................................ 38 6.5 敏感性分析.................................................................................................................... 38 6.5.1 净现值条件下的因素敏感性分析......................................................................... 39 6.5.2 内含报酬率条件下的因素敏感性分析................................................................. 40 6.6 本章小结........................................................................................................................ 40 第七章 风险分析及对策........................................................................................................41 7.1 自然环境风险及对策.................................................................................................... 41 7.1.1 自然环境风险......................................................................................................... 41 7.1.2 对策......................................................................................................................... 41 7.2 市场风险及对策............................................................................................................ 41VII 7.2.1 市场风险................................................................................................................. 41 7.2.2 对策......................................................................................................................... 42 7.3 管理风险及对策............................................................................................................ 42 7.3.1 管理风险................................................................................................................. 42 7.3.2 对策......................................................................................................................... 42 7.4 财务风险及对策............................................................................................................ 43 7.4.1 财务风险................................................................................................................. 43 7.4.2 对策......................................................................................................................... 43 7.5 本章小结........................................................................................................................ 43 结 论........................................................................................................................................45