【摘要】：園藝用品行業(yè)伴隨著園藝業(yè)的發(fā)展而發(fā)展，對(duì)改善人們的居住環(huán)境起著重要的作用，隨著人們環(huán)境意識(shí)的逐漸加強(qiáng)，園藝用品行業(yè)在各國得到了蓬勃發(fā)展。新西蘭環(huán)境優(yōu)美，是世界園藝大國，其“世界上最后一片凈土”的美稱主要得益于政府及市民強(qiáng)烈的環(huán)境意識(shí)和綠化意識(shí)。園藝行業(yè)的發(fā)展壯大勢(shì)必帶來對(duì)園藝用品需求的增加。新西蘭加工制造業(yè)很薄弱，大部分機(jī)械設(shè)備都要從國外進(jìn)口來滿足國內(nèi)的需求。長期以來，歐美、澳大利亞的園藝設(shè)備品牌一直占據(jù)著新西蘭園藝用品市場(chǎng)主要份額。中國的園藝用品市場(chǎng)雖然在早期發(fā)展緩慢，但最近十幾年，在世界園藝用品產(chǎn)業(yè)強(qiáng)勢(shì)發(fā)展的帶動(dòng)下，已得到迅速發(fā)展，在為世界園藝用品品牌代工的同時(shí)，逐漸產(chǎn)生了中國自主的園藝用品品牌，其產(chǎn)品質(zhì)量性能已得到世界市場(chǎng)的認(rèn)可，中國自主園藝用品品牌已具備了沖擊新西蘭地區(qū)園藝用品市場(chǎng)的實(shí)力。 本論文通過對(duì)園藝用品行業(yè)現(xiàn)狀、中新兩國間的貿(mào)易狀況、新西蘭的政策經(jīng)濟(jì)環(huán)境、新西蘭市場(chǎng)容量及競(jìng)爭狀況、營銷策略等多方面進(jìn)行分析，制定出了REIDY園藝用品有限公司的創(chuàng)業(yè)方案。研究分析結(jié)果表明：新西蘭對(duì)園藝用品的需求很大，蘊(yùn)藏商機(jī)，盡管其他國家產(chǎn)品競(jìng)爭性強(qiáng)，但只要REIDY公司明確市場(chǎng)定位，多方面拓寬銷售渠道，憑借物美價(jià)廉的優(yōu)勢(shì)，公司所經(jīng)營的產(chǎn)品是能夠在新西蘭市場(chǎng)占有一席地并實(shí)現(xiàn)預(yù)期收益的。通過預(yù)算，公司創(chuàng)業(yè)投資100萬人民幣，預(yù)計(jì)投資回收期為三年半，是一項(xiàng)投資不多、收益穩(wěn)定的創(chuàng)業(yè)投資項(xiàng)目。
[Abstract]:With the development of horticulture industry, horticultural products industry plays an important role in improving people's living environment. With the gradual strengthening of people's environmental awareness, horticultural products industry has been booming in various countries. New Zealand has a beautiful environment and is a world horticultural country. Its laudatory title of "the last piece of pure land in the world" is mainly due to the strong environmental awareness and greening consciousness of the government and the public. The development of horticultural industry is bound to bring about an increase in the demand for horticultural supplies. New Zealand's manufacturing industry is weak and most machinery is imported to meet domestic demand. For a long time, American, Australian horticultural equipment brand has been occupying New Zealand horticultural supplies market share. Although the horticultural products market in China developed slowly in the early stage, in the last ten years, driven by the strong development of the world horticultural products industry, it has been developing rapidly, and at the same time it is working as a contract manufacturer for the world horticultural products brands. China's own horticultural products brand has gradually emerged, its product quality and performance has been recognized by the world market, China's own horticultural products brand has the strength to impact New Zealand horticultural products market. This paper analyzes the current situation of horticultural products industry, the trade situation between China and Singapore, the policy and economic environment of New Zealand, the market capacity and competition of New Zealand, the marketing strategy and so on. Developed REIDY Horticulture supplies Co., Ltd.'s entrepreneurial plan. The results of research and analysis show that New Zealand has great demand for horticultural supplies and has great business opportunities. Although the products of other countries are highly competitive, as long as REIDY Company clearly defines the market position and widens the sales channels in many ways, it can rely on the advantage of good quality and cheap prices. The company's products are able to take a seat in the New Zealand market and achieve expected returns. Through the budget, the company venture capital 1 million yuan, estimated investment payback period of three and a half years, is a small investment, stable return on venture capital project.
【學(xué)位授予單位】：沈陽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F416.4;F274;F272.92;F406.7

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