本文選題：戰(zhàn)略管理　切入點：財務管理　出處：《華南理工大學》2015年碩士論文　論文類型：學位論文

【摘要】：隨著經(jīng)濟的高速發(fā)展,一線城市的生活節(jié)奏越來越快,食品安全問題也層出不窮,都市白領在工作、生活、食品安全問題上面承受著多重的壓力。隨著社會的發(fā)展,在高強度工作的同時,都市白領也越來越重視身心健康,越來越追求生活與工作的平衡,對生活質(zhì)量的要求也越來越高。本文是從化開心農(nóng)場有限公司(以下簡稱“CH”公司)為緩解都市白領生活壓力與解決都市人食品安全問題而創(chuàng)建的“CH”開心農(nóng)場項目的商業(yè)計劃書。本論文綜合應用研究生在讀以來所學的知識,通過戰(zhàn)略、營銷、運營、人力資源以及財務等學科的理論知識,全面分析與規(guī)劃“CH”開心農(nóng)場項目的發(fā)展方向及運作模式。為明確“CH”開心農(nóng)場項目的戰(zhàn)略思路,本文運用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STP為CH公司的市場進行定位,同時結(jié)合對主要競爭對手的分析,結(jié)合CH公司的優(yōu)勢和劣勢、機會和威脅,制定針對目標市場的營銷策略。本文還對“CH”開心農(nóng)場項目的組織結(jié)構(gòu)、生產(chǎn)運營、人力資源管理等方面進行設計,并對“CH”開心農(nóng)場項目的經(jīng)營業(yè)務進行財務預測與風險分析。通過對項目的財務分析與評估,為項目制定了投資、融資計劃以及資金的退出方式,現(xiàn)金流預測、風險分析預測以及風險管控。通過分析,得出本項目初始投資計劃為1200萬元,其中CY菜業(yè)集團投資620萬元,光輝村田心社經(jīng)濟合作社以600畝的土地20年租賃期作價80萬元入股,另外500萬元計劃向風險投資商融資。項目的資本成本為14.2622%,項目前5年的凈現(xiàn)值NPV為328.36萬元,遠大于0。前5年的修正內(nèi)部收益率為19.93%,依然遠大于資本機會成本14.2622%。項目的投資回收期為3.48年,比一般項目的回收期短。風險分析中的概率分析表明CH項目風險概率小,風險低。
[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.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F324

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相關期刊論文 前1條

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本文編號：1612525