本文關(guān)鍵詞：“盧氏農(nóng)副產(chǎn)品品牌推廣”商業(yè)計(jì)劃書　出處：《鄭州大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：發(fā)展貧困地區(qū)特色農(nóng)業(yè)已經(jīng)成為國(guó)家實(shí)現(xiàn)精準(zhǔn)扶貧和精準(zhǔn)脫貧的重要舉措之一,同時(shí),對(duì)農(nóng)副產(chǎn)品深加工及品牌化將進(jìn)一步有效促進(jìn)農(nóng)產(chǎn)品價(jià)值增值,農(nóng)民增收。自改革開放以來,中國(guó)農(nóng)村貧困人口從1978年的7.7億減少到2015年的5575萬人,取得了巨大成績(jī),并且在過去的2016年,作為脫貧攻堅(jiān)戰(zhàn)的首戰(zhàn)之年,扶貧工作也實(shí)現(xiàn)了1240萬人的減貧任務(wù)。然而,被稱為河南“后花園”的盧氏地區(qū)仍為國(guó)家級(jí)貧困縣,雖然通過大力發(fā)展特色農(nóng)業(yè)2016年共有3352戶12047人穩(wěn)定脫貧,但仍有4.82余萬人沒有脫貧。十三五期間在實(shí)現(xiàn)全面小康社會(huì)的背景下,針對(duì)發(fā)展特色農(nóng)業(yè)國(guó)家也相繼出臺(tái)了一系列刺激政策,鼓勵(lì)企業(yè)發(fā)展特色農(nóng)業(yè)。本文擬以籌建XM農(nóng)副產(chǎn)品有限公司為主體,按照商業(yè)計(jì)劃書的分析思路并結(jié)合MBA階段學(xué)習(xí)的戰(zhàn)略管理、市場(chǎng)營(yíng)銷、人力資源管理、財(cái)務(wù)管理、項(xiàng)目管理等理論知識(shí),對(duì)未來企業(yè)未來所面臨的市場(chǎng)環(huán)境、內(nèi)外部競(jìng)爭(zhēng)環(huán)境、盈利能力等進(jìn)行分析,從而推進(jìn)該區(qū)域農(nóng)副產(chǎn)品品牌化建設(shè)。分析發(fā)現(xiàn),雖然該地區(qū)具有良好的自然環(huán)境、豐富的自然資源,大量的優(yōu)質(zhì)農(nóng)副產(chǎn)品,但農(nóng)副產(chǎn)品品牌化尚未形成,深加工程度低、產(chǎn)品溢價(jià)能力低。同時(shí),該地區(qū)目前對(duì)特色農(nóng)業(yè)發(fā)展政策支持,是進(jìn)入該領(lǐng)域打造該地區(qū)農(nóng)副產(chǎn)品品牌化的有利時(shí)機(jī)。故結(jié)合農(nóng)副產(chǎn)品特點(diǎn)及市場(chǎng)機(jī)遇分析,我司將采取下述發(fā)展思路:通過采取”公司+合作社+農(nóng)戶”的模式,實(shí)現(xiàn)對(duì)該區(qū)域上游明星農(nóng)副產(chǎn)品的整合;同時(shí),推進(jìn)線上平臺(tái)建設(shè),通過服務(wù)平臺(tái)建設(shè)構(gòu)建該區(qū)域農(nóng)副產(chǎn)品營(yíng)銷平臺(tái)推動(dòng)農(nóng)副產(chǎn)品品牌推廣。本文還將充分運(yùn)用營(yíng)銷、財(cái)務(wù)、消費(fèi)者行為、平臺(tái)戰(zhàn)略、品牌戰(zhàn)略等理論,對(duì)盧氏農(nóng)產(chǎn)品品牌戰(zhàn)略的策劃、運(yùn)營(yíng)、投資、風(fēng)險(xiǎn)管控進(jìn)行詳細(xì)分析,推進(jìn)該地區(qū)農(nóng)副產(chǎn)品品牌化,實(shí)現(xiàn)企業(yè)獲得長(zhǎng)期健康持續(xù)發(fā)展。同時(shí),為農(nóng)民贏得穩(wěn)定的收入來源。章節(jié)概述,本文第一章首先介紹了項(xiàng)目主體,以及研究背景、研究?jī)r(jià)值、研究思路。第二章,分析目前農(nóng)副產(chǎn)品市場(chǎng)發(fā)展概況及對(duì)市場(chǎng)潛力及競(jìng)爭(zhēng)環(huán)境;利用SWOT原理對(duì)目前實(shí)施該項(xiàng)目所面對(duì)的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇、挑戰(zhàn)進(jìn)行分析;第三章,針對(duì)項(xiàng)目對(duì)市場(chǎng)定位進(jìn)行分析,以及不同發(fā)展階段的市場(chǎng)營(yíng)銷策略進(jìn)行了分析;第四章,對(duì)該項(xiàng)目的財(cái)務(wù)狀況進(jìn)行了評(píng)估,最終得出該項(xiàng)目實(shí)施在財(cái)務(wù)方面的可行性;第五章,針對(duì)潛在的風(fēng)險(xiǎn)進(jìn)行了分析并提出了對(duì)策。第六章,為該項(xiàng)目制定了組織架構(gòu)及人力資源規(guī)劃。本計(jì)劃書評(píng)審?fù)ㄟ^后將為XM農(nóng)副產(chǎn)品公司提供決策參考,促進(jìn)該地區(qū)農(nóng)副產(chǎn)品品牌化,實(shí)現(xiàn)企業(yè)與農(nóng)戶的互利共贏,為社會(huì)創(chuàng)造價(jià)值。
[Abstract]:The development of characteristic agriculture in poor areas has become one of the important measures to reduce poverty and poverty alleviation precise accurate national implementation at the same time, the deep processing of agricultural and sideline products and brands will further promote the agricultural product added value, the income of farmers. Since the reform and opening up, Chinese rural impoverished population decreased from 770 million in 1978 to 55 million 750 thousand in 2015, achieved great results, and in the past 2016, as the battle of the first year of poverty, poverty alleviation has realized the poverty reduction task of 12 million 400 thousand people. However, known as the Henan "back garden" in Lushi is still a state-level poverty-stricken counties, although through vigorously develop agriculture in 2016 a total of 3352 households of 12047 people out of poverty and stability, but there are still more than 4.82 people living in poverty. During the period of 13th Five-Year to achieve a comprehensive well-off society under the background of the development of characteristic agriculture countries have issued a series of stimulus, To encourage enterprises to develop characteristic agriculture. This paper intends to build XM of agricultural and sideline products Co. Ltd. as the main body, according to the analysis of the business plan and strategic management, MBA learning stage of marketing, human resource management, financial management, project management theory, facing the future of the enterprise in the future market environment, the internal and external competitive environment analysis of the profitability, etc., so as to promote the construction of regional brand of agricultural products. The analysis found that, although the region has a good natural environment, rich natural resources, a large number of high-quality agricultural products, but the brand of agricultural products has not yet formed, low degree of deep processing products of low premium capacity. At the same time, the area of the current the characteristics of agricultural development policy support, is to create favorable opportunity to enter the field of agricultural and sideline products brand in the region. So combining case analysis of agricultural and sideline products characteristics and market machine, our company will Take the following ideas: adopt "company + cooperative + farmer" mode, realize the integration of the region upstream of the star of agricultural and sideline products; at the same time, promote the online platform construction, through the construction of service platform construction of the regional agricultural marketing platform to promote agricultural products brand promotion. This will also make full use of marketing, finance, consumer behavior platform strategy, brand strategy, theory of brand strategy of agricultural products in Lushi planning, operation, investment, risk control is analyzed in detail, and promote the agricultural products brand in the region, to achieve long-term sustainable and healthy development of enterprises. At the same time, to win a stable source of income for farmers. In the first chapter of this chapter overview, first introduced the project the main body, as well as the research background, research value, research ideas. In the second chapter, analysis of the current situation of agricultural and sideline products market development and the market potential and competitive environment; using SWOT In the current implementation of the principle of project advantage, disadvantage, opportunities and challenges are analyzed; the third chapter, according to the analysis of market positioning project, and different stages of development of the marketing strategy are analyzed; the fourth chapter, on the financial status of the project was evaluated, finally obtains the feasibility in the financial aspects of the implementation of the project; the fifth chapter, aiming at the potential risks are analyzed and the countermeasures were put forward. The sixth chapter formulated the organizational structure and human resource planning for the project. This plan after the review will be XM of agricultural and sideline products company to provide decision-making reference, promote the agricultural product brand in the region, to achieve mutual benefit of enterprises and farmers. Create value for the society.

【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F323.5

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