- I - 摘要 经过近四十年的高速发展，中国已经成为了世界的第二大经济体。尤其 在北上广为代表的一线城市，消费水平和消费理念的升级有目共睹，人们对 于儿童的教育理念也从追求单一的课业成功转化为全人教育，对于融合儿童 与自然接触的活动和教育项目越来越重视，然而有效供给却一直不足。 针对这样的现状，我们产生了创办儿童教育有机农场的想法。首先在宏 观环境分析和行业分析的基础上，对项目的机会和威胁进行了分析，认为儿 童教育有机农场无论从宏观环境还是从行业环境看，都有很大的机会。然后， 我们进一步在市场调研的基础上，根据 SWOT 分析以及波特五力模型，得 出自身的资源优势，选择产品差异化的竞争战略，然后结合 SLEPT 和 STP 方 法分析外界机会，然后通过调查问卷的方式，做好了市场细分、市场目标与 市场定位分析，最终得出位于上海这个城市，31 到 45 岁，有经济能力，并 且在儿童教育方面，也觉得城市教育的小孩，没有融入自然的机会，缺乏接 触自然的机会，这些跟我们有共同理念的家庭，成为我们的目标客户群体， 采取统一产品定价，产品打包的价格产品策略，最后根据市场定位人群的活 动规律来做营销战略选择跟实施，并据此做财务预测和利润及成本测算。经 过对 Bejo 公司的有机农场项目的研究->客户与营销->战略与运营->财务与 风险的分析与计划来证实这的确是一次有价值的并能实现价值增值的商业机 会。摘要 - II - 关键词 开心农场，儿童教育，生态旅游，商业计划 本人为东华大学和西敏合作 MBA 项目学生，报告必须以商业计划书的形式呈 现。ABSTRACT - III - ABSTRACT After nearly 40 years of rapid development, China has become the second largest economy in the world. Especially in the north of Guangzhou as the representative of the first-tier cities, consumption level and consumption upgrade concept for all to see, people to the concept of education for children from the pursuit of academic success into a single holistic education for the integration of children in contact with the nature of the activities and educational programs to more attention, however, it has been less than effective supply. For such a situation, we generated organic farm founded the children's education ideas. First, the basis of macro-environment analysis and industry analysis, project opportunities and threats are analyzed, that the education of children in terms of the macro environment organic farm or from the industry environment, have a great chance. We then further on the basis of market research, according to SWOT analysis and Porter's five forces model, draw its own resources, to choose from Product differentiation Competitive strategy, and then combined SLEPT analysis methods and STP outside chance, then by way of questionnaires, doing market segmentation, target market and market positioning analysis, and ultimately come to this city located in Shanghai, 31-45 years of age, economic ability, and education of children, but also that children of urban education, there is no integration opportunities of nature, the lack of access to nature, these families with a common philosophy with us, as our target customer groups, unified product pricing, product packaging the price of the product strategy, marketing strategy finally do choose to follow the implementation of activities in accordance with laws of the market positioning of the crowd, and accordingly profits and make financial projections and cost estimates. After the study of Bejo's organic farm projectABSTRACT - IV - -> Customer and Marketing -> Strategy & Operations -> Financial and risk analysis and planning to confirm this is indeed a valuable and enables value-added business opportunities. KEY WORDS happy farm, children education, ecological tourism and business plan I am Donghua University and Westminster cooperative MBA program students, the paper must be presented in the form of a business plan Zouyinda （MBA） Directed by Wuxiaojun目录 - V - 目录 摘要..................................................................................................................... I 第一章 绪论.........................................................................................................1 1.1 选题背景及研究意义 .......................................................................1 1.2 研究思路...........................................................................................2 1.3 研究内容...........................................................................................4 1.4 研究方法...........................................................................................5 1.5 创新点...............................................................................................7 第二章 公司分析 .................................................................................................9 2.1 公司概况...........................................................................................9 2.2 公司品牌价值主张 .........................................................................10 2.3 公司经营业务介绍 .........................................................................11 2.3.1 业务总述 ..................................................................................11 2.3.2 产品优势 ..................................................................................12 2.4 本章小结.........................................................................................14 第三章 行业分析 ...............................................................................................15 3.1 行业市场现状 .................................................................................15 3.2 宏观环境分析 .................................................................................16 3.2.1 社会环境分析...........................................................................17 3.2.2 政治环境分析...........................................................................18 3.2.3 经济环境分析...........................................................................19 3.3 微观环境分析 .................................................................................22 3.3.1 供应商的议价能力...................................................................22 3.3.2 购买者的议价能力...................................................................23 3.3.3 潜在竞争者进入的能力...........................................................23 3.3.4 替代品的替代能力...................................................................24 3.3.5 行业内竞争者现在的竞争能力 ...............................................24 3.4 行业发展趋势 .................................................................................25 3.5 本章小结.........................................................................................25 第四章 客户分析 ...............................................................................................26 4.1 有机农场的客户概述 .....................................................................26 目录 - VI - 4.2 有机农场目标客户的市场调查研究..............................................27 4.2.1 问卷调查分析...........................................................................28 4.2.2 市场定位 ..................................................................................33 4.3 目标客户购买动机和决策分析......................................................35 4.3.1 购买动机分析...........................................................................35 4.3.2 购买决策分析...........................................................................36 4.4 本章小结.........................................................................................37 第五章 Bejo 有机农场竞争对手分析 ...............................................................38 5.1 Bejo 公司有机农场的主要竞争对手.............................................38 5.2 Bejo 公司有机农场主要竞争对手分析.........................................40 5.3 竞争对手优劣势分析 .....................................................................41 5.4 Bejo 有机农场的竞争优劣势以及竞争策略 .................................42 5.4.1 有机农场竞争优劣势...............................................................42 5.4.2 有机农场竞争策略选择...........................................................43 5.5 本章小结.........................................................................................45 第六章 营销计划 ...............................................................................................46 6.1 营销战略 .................................................................................................46 6.1.1 市场细分 ..................................................................................46 6.1.2 目标市场 ..................................................................................47 6.1.3 市场定位 ..................................................................................47 6.1.4 销售目标 ..................................................................................47 6.1.5 市场占有率目标.......................................................................48 6.2 营销组合策略 .........................................................................................48 6.2.1 产品策略 ..................................................................................49 6.2.2 价格策略 ..................................................................................50 6.2.3 渠道策略 ..................................................................................50 6.3 营销成本核算 .........................................................................................51 6.3.1 搜索引擎推广...........................................................................51 6.3.2 门户网站推广...........................................................................52 6.3.3 传单派发 ..................................................................................52 6.3.4 家庭日体验活动.......................................................................52 6.4 本章小结 .................................................................................................52 第七章 运营计划 ...............................................................................................53 目录 - VII - 7.1 运营概述.........................................................................................53 7.2 项目管理和配置 .............................................................................53 7.2.1 项目组织架构...........................................................................53 7.2.2 部门职责 ..................................................................................54 7.2.3 管理机制 ..................................................................................55 7.2.4 运营目标 ..................................................................................55 7.2.5 运营实施评价...........................................................................55 7.3 运营成本统计 .................................................................................57 7.3.1 土地租赁成本...........................................................................57 7.3.2 网络硬件软件...........................................................................57 7.3.3 周末车辆安排...........................................................................57 7.3.4 员工工资 ..................................................................................57 7.3.5 水电杂费 ..................................................................................58 7.3.6 服务费用网络...........................................................................58 7.3.7 各项种子家禽...........................................................................58 7.3.8 家庭日活动费用.......................................................................58 7.3.9 其他未知 ..................................................................................59 7.4 本章小结.........................................................................................59 第八章 财务计划 ...............................................................................................60 8.1 运营成本和费用估算 .....................................................................60 8.2 营业收入预测 .................................................................................61 8.3 财务报表预测（5 年）...................................................................62 8.3.1 利润表预估...............................................................................63 8.3.2 现金流量表预估.......................................................................64 8.3.3 资产负债表...............................................................................67 8.4 盈利能力分析 .................................................................................69 8.5 投资回报分析 .................................................................................70 8.6 风险管理与退出机制 .....................................................................71 8.6.1 风险管理 ..................................................................................71 8.6.2 退出机制 ..................................................................................73 8.7 本章小结.........................................................................................73 第九章 执行摘要 ...............................................................................................75 9.1 Bejo 公司有机农场项目的简要说明.............................................75 目录 - VIII - 9.2 有机农场市场规模和市场需求......................................................75 9.3 公司的优势 .....................................................................................76