【摘要】：調味品分為醬油、醋、復合調味料、鹽、糖、味精等種類。復合調味料是調味品中的一類，采用兩種或兩種以上的調味品配制，經特殊加工而成的調味料，可分為固態(tài)復合調味料、液體復合調味料和復合調味醬。本文所說的佐餐型復合調味醬（以下稱為佐餐調味醬）是復合調味料中的一類，采用食用蔬菜（含各種菌類）、肉類（含海鮮）及多種調味品用現代工業(yè)技術精制而成，主要用于居民日常生活中吃飯、下面、喝粥時作為小菜拌食，以增加食欲和美味，也可以用于蘸食、烹飪和食品加工中，是一種用途廣泛的調味品。 佐餐調味醬作為我國調味品產業(yè)的新生力量，近幾年的發(fā)展勢頭十分迅猛，年均增長速度在20％以上，成為食品工業(yè)中增長最快的行業(yè)之一。目前，我國的調味品年總產量已超過1300萬噸，其中復合調味料年產量只有150多萬噸，與國際調味料市場上復合調味料占到80％的市場份額相比，我國復合調味料產業(yè)還有著很大的市場潛力。佐餐調味醬是復合調味品發(fā)展過程中產生的的新型產品類別，符合現代消費需求，是復合調味品重要的發(fā)展趨勢，具有更廣闊的市場。A公司及時把握這一趨勢，前期通過對市場需求的初步分析，并探尋特色原材料，重點研發(fā)出多個系列佐餐調味醬。為了培育公司規(guī)模、利潤新增長點，擴大生產產能，在市場上占據先機，A公司提出了本項目的商業(yè)計劃。 本文首先敘述了該商業(yè)計劃提出的背景和意義，然后對佐餐型調味醬行業(yè)現狀和項目內、外部環(huán)境進行分析，對A公司概況和佐餐調味醬產品特點進行介紹，對佐餐調味醬進行市場細分確定主要的目標市場；通過4P模型制定A公司佐餐調味醬營銷組合策略；對項目投資收益和回報周期進行預測；最后對項目可能遇到的風險進行分析并提出相應的風險應對措施。 通過本文研究表明，A公司的佐餐調味醬項目其產品符合市場需求，市場前景廣闊，其產品本身具有明顯的優(yōu)勢。項目本身的靜態(tài)回收期為2.41年，，項目的經濟效益顯著，而項目本身的風險性可以控制在較低水平，研究結論顯示本項目可行。 本商業(yè)計劃書為A公司的投資提供決策參考，希望A公司能夠籌集到預期的資金，以及時開展佐餐調味醬品項目。
[Abstract]:Condiments are divided into soy sauce, vinegar, compound seasoning, salt, sugar, monosodium glutamate and other kinds. Compound condiment is a kind of condiment, which is made of two or more condiments, which can be divided into solid compound condiment, liquid compound seasoning and compound sauce. In this paper, the mixed seasoning sauce (hereinafter referred to as the seasoning sauce) is a kind of compound seasoning. It is made from edible vegetables (including various fungi), meat (including seafood) and many kinds of seasonings, which are refined by modern industrial technology. It is mainly used to eat in the daily life of the residents, below, when drinking porridge as a small dish to increase appetite and delicious, also can be used in dipping, cooking and food processing, is a widely used condiment. As a new force in the condiment industry of our country, the seasoning sauce has been developing rapidly in recent years, with an average annual growth rate of more than 20%, which has become one of the fastest growing industries in the food industry. At present, the total annual output of condiment in China has exceeded 13 million tons, among which the annual production of compound seasoning is only 1.5 million tons, compared with the 80% market share of compound seasoning in the international seasoning market. Our country compound seasoning industry still has very big market potential. Seasoning sauce is a new product category produced in the development of compound condiment, which accords with the demand of modern consumption and is an important developing trend of compound condiment. The company has a wider market and grasps this trend in time. Through the preliminary analysis of the market demand and the exploration of characteristic raw materials, several series of seasoning sauces are developed. In order to cultivate the size of the company, new growth point of profit, expand production capacity, occupy the first opportunity in the market, company A put forward the business plan of this project. This paper first describes the background and significance of the business plan, then analyzes the present situation and the external environment of the condiment industry, and introduces the general situation of company A and the characteristics of the seasoning products. The main target market is determined by market segmentation of seasoning sauce, the marketing combination strategy of A company is established by 4P model, and the investment income and return cycle of the project are predicted. Finally, the risk of the project may be analyzed and put forward the corresponding risk countermeasures. Through the research of this paper, it is shown that the products of the company meet the needs of the market, the market prospect is broad, and the products themselves have obvious advantages. The static payback period of the project itself is 2.41 years, and the economic benefit of the project is remarkable, while the risk of the project itself can be controlled at a lower level. The conclusion of the study shows that the project is feasible. This business plan provides a decision-making reference for company A's investment and hopes that company A can raise the expected funds to carry out the seasoning project in time.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F722;F426.82

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