本文選題：戰(zhàn)略管理　切入點(diǎn)：財(cái)務(wù)管理　出處：《華南理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)的高速發(fā)展,一線城市的生活節(jié)奏越來(lái)越快,食品安全問(wèn)題也層出不窮,都市白領(lǐng)在工作、生活、食品安全問(wèn)題上面承受著多重的壓力。隨著社會(huì)的發(fā)展,在高強(qiáng)度工作的同時(shí),都市白領(lǐng)也越來(lái)越重視身心健康,越來(lái)越追求生活與工作的平衡,對(duì)生活質(zhì)量的要求也越來(lái)越高。本文是從化開(kāi)心農(nóng)場(chǎng)有限公司(以下簡(jiǎn)稱“CH”公司)為緩解都市白領(lǐng)生活壓力與解決都市人食品安全問(wèn)題而創(chuàng)建的“CH”開(kāi)心農(nóng)場(chǎng)項(xiàng)目的商業(yè)計(jì)劃書。本論文綜合應(yīng)用研究生在讀以來(lái)所學(xué)的知識(shí),通過(guò)戰(zhàn)略、營(yíng)銷、運(yùn)營(yíng)、人力資源以及財(cái)務(wù)等學(xué)科的理論知識(shí),全面分析與規(guī)劃“CH”開(kāi)心農(nóng)場(chǎng)項(xiàng)目的發(fā)展方向及運(yùn)作模式。為明確“CH”開(kāi)心農(nóng)場(chǎng)項(xiàng)目的戰(zhàn)略思路,本文運(yùn)用PEST、五力模型分析了CH公司的外部與內(nèi)部環(huán)境,找出本公司的關(guān)鍵成功因素,最后利用SWOT分析模型,選擇企業(yè)發(fā)展戰(zhàn)略方向。通過(guò)STP為CH公司的市場(chǎng)進(jìn)行定位,同時(shí)結(jié)合對(duì)主要競(jìng)爭(zhēng)對(duì)手的分析,結(jié)合CH公司的優(yōu)勢(shì)和劣勢(shì)、機(jī)會(huì)和威脅,制定針對(duì)目標(biāo)市場(chǎng)的營(yíng)銷策略。本文還對(duì)“CH”開(kāi)心農(nóng)場(chǎng)項(xiàng)目的組織結(jié)構(gòu)、生產(chǎn)運(yùn)營(yíng)、人力資源管理等方面進(jìn)行設(shè)計(jì),并對(duì)“CH”開(kāi)心農(nóng)場(chǎng)項(xiàng)目的經(jīng)營(yíng)業(yè)務(wù)進(jìn)行財(cái)務(wù)預(yù)測(cè)與風(fēng)險(xiǎn)分析。通過(guò)對(duì)項(xiàng)目的財(cái)務(wù)分析與評(píng)估,為項(xiàng)目制定了投資、融資計(jì)劃以及資金的退出方式,現(xiàn)金流預(yù)測(cè)、風(fēng)險(xiǎn)分析預(yù)測(cè)以及風(fēng)險(xiǎn)管控。通過(guò)分析,得出本項(xiàng)目初始投資計(jì)劃為1200萬(wàn)元,其中CY菜業(yè)集團(tuán)投資620萬(wàn)元,光輝村田心社經(jīng)濟(jì)合作社以600畝的土地20年租賃期作價(jià)80萬(wàn)元入股,另外500萬(wàn)元計(jì)劃向風(fēng)險(xiǎn)投資商融資。項(xiàng)目的資本成本為14.2622%,項(xiàng)目前5年的凈現(xiàn)值NPV為328.36萬(wàn)元,遠(yuǎn)大于0。前5年的修正內(nèi)部收益率為19.93%,依然遠(yuǎn)大于資本機(jī)會(huì)成本14.2622%。項(xiàng)目的投資回收期為3.48年,比一般項(xiàng)目的回收期短。風(fēng)險(xiǎn)分析中的概率分析表明CH項(xiàng)目風(fēng)險(xiǎn)概率小,風(fēng)險(xiǎn)低。
[Abstract]:With the rapid development of the economy, the pace of life in first-tier cities is getting faster and faster, and food safety problems are emerging in endlessly. Urban white-collar workers bear many pressures on the issues of work, life and food safety. With the development of society, At the same time, urban white-collar workers pay more and more attention to physical and mental health, and increasingly pursue the balance between life and work. The requirement of quality of life is higher and higher. This paper is a "Ch" happy farm project established by Conghua Happy Farm Co., Ltd (hereinafter referred to as "Ch" Company) in order to alleviate the pressure of urban white-collar life and solve the food safety problems of urban people. This thesis synthesizes the knowledge that graduate students have learned since their reading, Through the theoretical knowledge of strategy, marketing, operation, human resources and finance, this paper analyzes and plans the development direction and operation mode of "Ch" happy farm project in an all-round way, in order to clarify the strategic thinking of "Ch" happy farm project. This paper analyzes the external and internal environment of Ch Company by using pest and five Force models, and finds out the key success factors of Ch Company. Finally, by using the SWOT analysis model, the author chooses the strategic direction of enterprise development. STP is used to locate the market of Ch Company. At the same time, combined with the analysis of the main competitors, combined with the strengths and weaknesses, opportunities and threats of Ch company, the marketing strategy for the target market is formulated, and the organizational structure, production and operation of the "Ch" happy farm project are also discussed in this paper. The management of human resources is designed, and the financial forecast and risk analysis of the business of "Ch" happy farm project are carried out. Through the financial analysis and evaluation of the project, the investment, financing plan and exit mode of the fund are made for the project. Cash flow forecast, risk analysis forecast and risk control. Through analysis, it is concluded that the initial investment plan of the project is 12 million yuan, of which CY vegetable industry group invested 6.2 million yuan. The Guangcun Tian Xin Society economic cooperative takes 800,000 yuan into the shares for a 20-year lease period of 600 mu of land, and plans to raise funds from venture capitalists for another 5 million yuan. The capital cost of the project is 14.2622, and the net present value of the first five years of the project is three million two hundred and eighty-three thousand and six hundred yuan, and the net present value of the first five years of the project is three million two hundred and eighty-three thousand and six hundred yuan. The revised internal rate of return for the first five years is 19.933.It is still much larger than the opportunity cost of capital 14.2622.The payback period of the project is 3.48 years, which is shorter than that of the general project. The probability analysis in the risk analysis shows that the risk probability of Ch project is small and the risk is low.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F324

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相關(guān)期刊論文 前1條

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本文編號(hào)：1612525