【作者】 张菁；

【导师】 曾玉成；

【作者基本信息】 四川大学 ， 工商管理， 2004， 硕士

【摘要】 本文针对创建生态农牧林业科技示范园区，提出了以“循环经济”理论为指导思想、“持续高效农业”为基本思路和“工厂化农业”为现代生产方式的项目设计理念。并围绕这一理念，从项目的发起、产品和服务、市场分析、园区设计方案、财务分析、风险对策等进行了论证，并对园区进行了初步规划，同提出了示范园区的运作模式。 项目的发起重点论述了根据“循环经济”理论、“持续高效农业"和“工厂化农业”理念，提出如何进行绿色环保型生物制剂开发利用高效种、生态养殖产业的示范方案。 产品部分主要介绍产品的种类和产品的功能特征。重点介绍了应用自己发明的，具有现代高科技技术的生物工程和智能快繁技术所生产的“百株”活性微生物制剂，并对此类产品的生态功能、动植物保健和土壤改善作了介绍。 市场分析部分则对国内外市场进行了分析，用波特的竞争战略理论分析了行业竞争状况，确定了产品的目标市场。 营销部分制定了营销战略及其实施步骤，制定了产品的价格策略、渠道策略和广告促销策略。 财务分析运用了静态投资回收期法、内部收益率和财务净现值、不确定性分析等方法对本项目进行了投资估算和财务评价。财务分析表明，该项目投资少，回收期短，具有较好的经济和社会效益。 同时，还对本项目的风险进行了分析，并提出了具体对策。更多还原

【Abstract】 This paper is written as a business plan for the project of ecotypic demonstrating farming land. In this paper, the author designs the land by using the recycling theory.In this paper, the project background, products and service, market analysis, land design, financial analysis, human resource management as well as risk management are discussed for the project.In this project, an ecotypic agricultural demonstrating farming land is designed on the basis of sustainable efficient agriculture by using the recycling theory. In the farming land, this project is aimed to establish an example in the following aspects: (1) R&D and marketization of environment-protection biochemicals; (2) High-efficient planting and breeding; (3) marketization of good agricultural products which have the potential of exporting; (4) products processing technology.The products of this project are characterized as low cost, high quality, environmental protecting and health protecting. The target market for the products is mainly chained supermarkets in medium and large cities, medium and top grade restaurants and canteens in universities and government organizations.This paper also analyzes the market, competition situation and the marketing strategies for the project.Through financial analysis, the overall investment is expected to be RMB 6.6 million. The investment reclaim period is less than 4 years. This project shows good social and economical profits. However, there are still some risks in this project.更多还原