【摘要】：本文是為湖北X實業(yè)集團股份有限公司玉米汁飲品開拓澳大利亞市場而準備的商業(yè)計劃書。根據(jù)民營企業(yè)特點及飲料制造行業(yè)發(fā)展狀況和行業(yè)前景，綜合運用市場營銷、財務管理等方面的理論，對X公司拓展澳大利亞市場的可行性進行分析。具體的從公司和項目的基本情況、公司研發(fā)、市場及行業(yè)情況、營銷、財務預算、風險分析及控制等多方面對該項目進行分析和計劃，有利于X公司更好的開拓海外市場。其中市場及行業(yè)情況、財務預算及風險控制是本商業(yè)計劃書的重點部分。 從19世紀20年代果汁工業(yè)化生產(chǎn)開始，果汁飲品發(fā)展緩慢。而我國在1981年才引進第一條濃縮果汁生產(chǎn)線。果汁的主要消費市場集中在北美、澳大利亞及西歐。近年來蔬菜汁與果汁的混合飲料及纖維飲料等將推動果汁飲品市場進一步發(fā)展。隨著人們對于健康理念的重視，粗糧飲料將成為消費者追求的適合現(xiàn)代生活方式的現(xiàn)代飲品。由于全球?qū)μ鹩衩罪嬃系募庸げ欢啵园l(fā)展甜玉米飲品市場前景比較廣闊。 X玉米汁飲品是由湖北X公司在標準生產(chǎn)基地種植的原生態(tài)青春期甜玉米研制而成的。湖北X生物科技有限公司作為湖北X實業(yè)集團股份有限公司的子公司，，又作為X玉米汁飲品的研發(fā)單位，目前需要融資生產(chǎn)流動資金1200萬元。 根據(jù)市場和行業(yè)情況，取澳大利亞市場飲料行業(yè)凈資產(chǎn)收益率的中間值作為投資者要求的貼現(xiàn)率，得到凈現(xiàn)值為215.58萬元，IRR為58%，可知該項目效益良好。項目的動態(tài)回收期為3.117年小于要求的回收期5年，知X公司拓展澳大利亞市場是可行的。
[Abstract]:This paper is a business plan for Hubei X Industrial Group Co., Ltd. to open up the Australian market for corn juice drinks. According to the characteristics of private enterprises and the development and prospect of beverage manufacturing industry, the feasibility of X Company expanding Australia market is analyzed by using the theories of marketing and financial management. Analyzing and planning the project from the basic situation of company and project, company R & D, market and industry situation, marketing, financial budget, risk analysis and control, etc., is helpful for X Company to develop overseas market better. Market and industry conditions, financial budget and risk control are the key parts of this business plan. Since the industrialization of fruit juice production in the 1920s, the development of juice drinks has been slow. Our country only introduced the first concentrated juice production line in 1981. The main consumer market for juice is concentrated in North America, Australia and Western Europe. In recent years, the mixed beverage and fiber beverage of vegetable juice and juice will promote the further development of juice beverage market. With the importance of health concept, coarse-grain beverage will become a modern drink which is suitable for modern life style. Due to the global processing of sweet corn drinks is not much, so the development of sweet corn drinks market prospects are relatively broad. X corn juice drink is developed by Hubei X Company in the standard production base of the original ecological adolescent sweet corn. Hubei X Biotechnology Co., Ltd., as a subsidiary of Hubei X Industrial Group Co., Ltd., and as a R & D unit of X corn juice beverage, needs to finance and produce 12 million yuan of working capital at present. According to the market and industry conditions, taking the median return on net assets of the Australian beverage industry as the discount rate required by investors, the net present value is 2.1558 million yuan and the IRR is 58%, which indicates that the project has a good benefit. The dynamic payback period of the project is 3.117 years less than the required payback period of 5 years, and it is feasible for X to expand into the Australian market.
【學位授予單位】：華中科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.82

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