1 I 摘要 目前，我国农业正逐步进入到产业化快速发展的阶段，这给与优良项目与科技服务 提供了广阔的发展空间与创收机遇，也给各类农业细分产业中从事研发培育工作的企业 带来生机。我国兰花产业虽在世界花卉贸易额中占比不大，但却具有一定的先发优势， 目前各省相关地区已积极筹建各类花卉产业园，推出孵化政策，推进产业化扶持项目开 发，并为扩大国内兰花消费市场加强了工作的管理和落实。由此来看，我国兰花产业的 产业化的发展即将进入到高速成长期，而如何做好合理的定位，打造具有竞争力的商业 形态，完善有效的商业计划，是目前笔者供职单位的核心工作。 A 企业本身在业内已积累七年以上的种植与销售经验，并在在市场资源与团队管理 上具备一定的竞争实力，于是提出了今后发展兰花种植园的商业计划，目的就在于把握 市场机遇，挖掘种植园类项目规模化增长的需求趋势，推进企业商业经营策略的升级。 由此，本文就企业项目内外部环境及竞争力情况展开分析，通过对公司战略、市场策略、 营销策略、财务计划与风险管理工作的分析与探究，得到了系统化的研究，拟定了商业 计划书，在确保具有可操作性及商业盈利价值的基础上，找出最优的经营对策与发展战 略，并为后续运营过程中所要面临的问题给出解决对策。希望通过本文的研究能够为今 后的相关学术性的讨论与实践活动提供一定的研究思路与理论依据，也为我国种植园类 项目的发展提供一定的可借鉴性内容与创新视角。 关键词，兰花；种植园；商业计划书华南理工大学硕士学位报告 空 II Abstract At present, China's agriculture is gradually entering into the stage of rapid development of industrialization, which provides a broad space for development and opportunities for scientific and technological services, and brings vitality to enterprises engaged in R & D and Cultivation in all kinds of agricultural subdivision industries. Although China's orchid industry occupies a small proportion in the world flower trade volume, it has a certain predominance. At present, various provinces and regions have actively prepared various kinds of flower industrial parks, launch the hatching policy, promote the development of industrial support projects, and strengthen the management and implementation of the domestic orchid consumption market. From this point of view, the development of the industry of orchid industry in China is about to enter the period of high speed growth. And how to make a reasonable positioning, create a competitive business form and improve the effective business plan is the core work of the present employer. A enterprises have accumulated more than seven years of experience in planting and selling in the industry, and have a certain competitive strength in the market resources and team management. Therefore, the business plan for the development of orchid plantation is put forward. The purpose is to grasp the market opportunity and to tap the demand trend of the scale growth of the plantations. The upgrading of business business strategy. Therefore, this paper analyzes the internal and external environment and competitiveness of the enterprise project. Through the analysis and exploration of the company strategy, market strategy, marketing strategy, financial plan and risk management, a systematic study is obtained and a business plan is drawn up to ensure the base of operational and commercial profit value. On the basis of it, we find out the best management strategy and development strategy, and provide solutions for the problems in the follow-up operation process. I hope that through this study, we can provide some research ideas and theoretical basis for the future academic discussion and practice, and also provide a certain reference content and innovation perspective for the development of Chinese plantation projects. Key words: Orchid; Plantations; Business plan目 录 1 III 目 录 第一章 绪论....................................................................................................................................................1 1.1 研究背景和意义 ......................................................................................................................................... 1 1.1.1 研究背景 ............................................................................................................................................. 1 1.1.2 研究意义 ............................................................................................................................................. 1 1.2 国内外文献综述 ......................................................................................................................................... 2 1.2.1 国外研究现状 ..................................................................................................................................... 2 1.2.2 国内研究现状 ..................................................................................................................................... 3 1.3 研究内容及主要方法.................................................................................................................................. 5 1.3.1 研究内容及创新与难点 ..................................................................................................................... 5 1.3.2 主要方法 ............................................................................................................................................. 6 第二章 项目概要............................................................................................................................................7 2.1 项目背景 ..................................................................................................................................................... 7 2.2 公司简介 ..................................................................................................................................................... 7 2.3 项目计划 ..................................................................................................................................................... 8 2.4 业务模式 ..................................................................................................................................................... 9 2.5 项目选址 ................................................................................................................................................... 10 2.6 国兰种植园区的规划与布局.................................................................................................................... 10 2.7 本章小结 ................................................................................................................................................... 10 第三章 市场环境分析...................................................................................................................................11 3.1 总体环境 PEST 模型分析.......................................................................................................................... 11 3.1.1 政治环境 ........................................................................................................................................... 11 3.1.2 经济环境 ........................................................................................................................................... 14 3.1.3 社会环境 ........................................................................................................................................... 16 3.1.4 技术环境 ........................................................................................................................................... 17 3.2 行业环境波特五力模型分析.................................................................................................................... 18 3.2.1 同行业内现有竞争者的竞争能力.................................................................................................... 19 3.2.2 潜在竞争者进入的能力 ................................................................................................................... 22 3.2.3 替代品的替代能力 ........................................................................................................................... 22 3.2.4 供应商的议价能力 ........................................................................................................................... 23 3.2.5 购买者的议价能力 ........................................................................................................................... 24 3.3 SWOT 模型分析.......................................................................................................................................... 24 3.3.1 优势 ................................................................................................................................................... 25 3.3.2 劣势 ................................................................................................................................................... 26 3.3.3 机会 ....................................................................................................................................................27 3.3.4 威胁 ................................................................................................................................................... 28 3.4 本章小结 ................................................................................................................................................... 30 第四章 市场营销策略...................................................................................................................................31 4.1 市场细分 ................................................................................................................................................... 31 4.1.1 市场细分一，精品兰花 ................................................................................................................... 31 4.1.2 市场细分二，大众消费品兰花........................................................................................................ 32 4.2 确定目标市场 ........................................................................................................................................... 34 4.3 市场定位 ................................................................................................................................................... 35 4.4 策略概述 ................................................................................................................................................... 35 4.5 产品策略 ................................................................................................................................................... 35 4.5.1 产品组合 ........................................................................................................................................... 35 4.5.2 产品策略的选择 ............................................................................................................................... 36华南理工大学硕士学位报告 空 IV 4.5.3 未来发展思路 ................................................................................................................................... 36 4.5.4 品牌策略 ........................................................................................................................................... 36 4.6 定价策略 ................................................................................................................................................... 37 4.6.1 影响定价的因素 ............................................................................................................................... 37 4.6.2 定价策略 ........................................................................................................................................... 37 4.7 渠道策略 ................................................................................................................................................... 38 4.7.1 营销渠道策略的分析与选择............................................................................................................ 38 4.7.2 渠道的设计与选择 ........................................................................................................................... 38 4.8 促销策略 ................................................................................................................................................... 38 4.8.1 初期策略 ........................................................................................................................................... 39 4.8.2 中、长期策略 ................................................................................................................................... 39 4.9 本章小结 ................................................................................................................................................... 39 第五章 种植园财务分析...............................................................................................................................40 5.1 项目财务分析 ........................................................................................................................................... 40 5.1.1 项目基本信息 ................................................................................................................................... 40 5.1.2 会计假设 ........................................................................................................................................... 40 5.1.3 销量、销价及收入预测 ................................................................................................................... 41 5.1.4 种植园初始投资、营业成本、花苗成本及养护费用预测 ............................................................ 41 5.1.5 利润分析 ........................................................................................................................................... 42 5.1.6 盈亏平衡分析 ................................................................................................................................... 42 5.2 项目财务与投资评估................................................................................................................................ 43 5.2.1 项目折现率确定 ............................................................................................................................... 43 5.2.2 净现值预测（NPV） ......................................................................................................................... 44 5.2.3 内部收益率（IRR） ......................................................................................................................... 44 5.2.5 种植园盈亏能力分析 ....................................................................................................................... 44 5.2.6 种植园成长能力分析 ....................................................................................................................... 44 5.3 本章小结 ................................................................................................................................................... 45 第六章 风险管理..........................................................................................................................................46 6.1 管理意识 ................................................................................................................................................... 46 6.2 风险识别 ................................................................................................................................................... 46 6.3 风险控制 ................................................................................................................................................... 47 6.4 本章小结 ................................................................................................................................................... 48 研究结论 .......................................................................................................................................................49