甘肃生态农林有限公司主要股东由兰州理工大学工商管理硕士研究生（MBA)构成， 核心管理团队由注册会计师、园林工程师、审计师、建造师等组成，具有金融、建筑、 园林、管理咨询、投资等行业背景，是中国目前唯一的一家将钙果产业整体规划发展、 系统的钙果产业链打造、积极参与行业标准制定且所有股东具有硕士及以上学历的企 业。计划用十年的时间打造一个国家级的钙果种植推广基地、西北地区乃至全国钙果产 业运营平台、西北地区钙果生态环境建设辐射网、甘肃大学生创业交流窗口，最终实现 公司战略发展规划。 本文通过对甘肃钙果生态农林有限公司的商业模式着手，分析如何构建公司组织架 构，如何快速的让公司占领市场，根据钙果行业的特点和存在的风险，确定钙果公司的 市场定位和发展方向。一个初创型的农林公司面临很多风险，而一个好的商业经营模式 一定程度上决定了这个公司能走多远、走多高。甘肃钙果生态农林有限公司从商业计划 书的角度对钙果项目进行了论述。第一是对本项目的商业模式做了说明，针对钙果项目 的前景进行阐述，然后对甘肃钙果生态农林有限公司的优势确定了钙果产业项目市场定 位和运作方案，根据竞争分析得出了钙果项目的营销战略。接着，通过盈利和风险分析 制定市场与销售策略、组织运营策略。 在本文中，笔者借鉴了 PEST 分析方法和波特五力分析工具，就销售战略，市场营 销和存在风险等方向进行分析，从财务运营、团队建设、市场战略等方面按照商业计划 书的模式对钙果项目的发展前景和风险进行分析。 关键词，甘肃钙果；农林；商业计划书 MBA 学位报告Abstract The major shareholders of Gansu Calcium Fruit Ecological Agriculture and Forestry co., Ltd(hereinafter as Gansu Calsuim Fruit). are composed of MBA of the Lanzhou university of technology. The core management team is composed by certified public accountants, landscape engineer, auditors, construction and so on , and it has the financial, architecture, landscape, management consulting, investment and industry background. Gansu Calsuim Fruit is the only enterprise tha makes an overall development plan for calcium fruit and t builds a system of industry chain for calcium fruit and that actively participate in industry standards and that all shareholders have master degree and above in enterprises. The study analyses how to build the company organization structure and how to quickly occupy the market from the business model of Gansu Calsuim Fruit, and determines calcium fruit market positioning and development direction of the company according to the characteristics of the calcium fruit industry and the existing risks. A start-up agriculture and forestry company faces many risks, but a good business management pattern to a certain extent determines that the company can walk how far, how high.For this project, l it analyzes the feasibility of Calcium fruit project according to the business plan mode. First of all this artical expounds the business model of this project, explains the characteristics and the value of calcium fruit, and then according to the advantage of Gansu Calsuim Fruit determines the calcium fruit industry project market positioning and operation plan, according to the competitive analysis makes the marketing strategy of calcium fruit project.Then, through the profit and risk analysis, formulate the organization operating strategy for marketing and sales strategies. In this article, the author draws on PEST analysis method and the analysis of porter five tools, sales strategy, marketing and the way such as risk analysis, from the financial operations, team building, market strategy, etc, according to the pattern of a business plan for calcium fruit project development prospects and risk analysis. KEYWORDS: Gansu Calcium Fruit；agriculture and forestry；business plan MBA 学位报告目 录 摘要................................................................................................................................ IV Abstract.............................................................................................................................. II 第 1 章 绪论.......................................................................................................................1 1.1 选题背景及意义...................................................................................................1 1.2 国内外研究现状...................................................................................................3 1.3 研究内容及方法...................................................................................................4 第 2 章 相关理论综述.......................................................................................................6 2.1 战略管理理论.......................................................................................................6 2.2 营销管理理论......................................................................................................6 2.3 项目管理理论......................................................................................................6 2.4 商业计划书..........................................................................................................7 第 3 章 公司概况及定位...................................................................................................8 3.1 公司概况...............................................................................................................8 3.2 团队和组织架构...................................................................................................8 3.2.1 团队的塑造................................................................................................8 3.2.2 管理团队....................................................................................................8 3.2.3 公司的组织结构.......................................................................................9 3.3 公司定位.............................................................................................................10 第 4 章 市场现状和竞争.................................................................................................13 4.1 市场现状.............................................................................................................13 4.1.1 市场机遇..................................................................................................13 4.1.2 市场需求..................................................................................................13 4.1.3 市场价值..................................................................................................15 4.2 存在的竞争.........................................................................................................16 4.2.1 行业竞争..................................................................................................16 4.2.2 替代品竞争..............................................................................................16 4.2.3 竞争优势..................................................................................................16 第 5 章 PEST 和波特五力分析...................................................................................... 19 5.1PEST 分析........................................................................................................... 19 5.1.1 政策法律环境..........................................................................................19 5.1.2 经济环境.................................................................................................19 5.1.3 社会环境..................................................................................................19 5.1.4 技术环境.................................................................................................19 5.2 波特五力模型分析.............................................................................................20 MBA 学位报告5.2.1 供应商的议价能力..................................................................................20 5.2.2 购买者的议价能力..................................................................................21 5.2.3 新进入者的威胁......................................................................................21 5.2.4 替代品的威胁............................................