摘要 近年来，随着我国经济发展的持续增长，居民生活水平的不断提高，使 得健康理念逐渐深入，同时，由于国家对食品安全管理力度的加大，促使人 民群众对冷冻，冷藏食品的需求逐年增加，而冷链物流行业是冷冻冷藏食品 中必不可少的环节。根据 2010 年中央提出“支持农产品市场建设和改造，进 一步完善农产品冷链物流体系，减少流通环节，降低物流成本”，为我国农产 品冷链物流的发展提出了建设性的意见，并指明了发展的方向。虽然由于起 步较晚，我国冷链物流业的发展与发达国家相比存在一定的差距，但是冷链 物流业在中国这样地大物博的国家发展空间较大，具有很大的潜力。 鉴于以上原因，为了稳抓农产品冷链物流的商机，X 公司以原有低温仓 储为主，预投资低温农产品冷链物流配送业务，逐步形成农产品加工、低温 配送为一体的经营模式，从而改变传统的经营方式单一、生产周期短的经营 现状，更快速有效地将新鲜果蔬及农副食品配送至终端市场，减少中间流通 环节。本报告以商业计划书的形式，为 X 公司冷链物流项目进行了周详的分 析和整体的规划。 本报告首先研究冷链物流项目开展的背景和意义；然后简单概述 X 公司 背景和项目介绍，全面系统分析本企业冷链物流项目体系和机构设置，提出 了项目的可行性；其次从本企业的目前情况出发，通过战略管理理论分析企 业内外部环境，发现本项目内部优势大，外部威胁小；再次通过营销管理理 论，对市场进行了有效细分、以明确定位及目标市场;然后根据相关财务管理摘要 II 理论、分析财务收益和预算投入开支；最后依据风险管理理论，分析可能出 现的风险并控制风险。本文成为此项目运作的重要依据。 本文通过以上详细的分析表明，X 公司冷链物流项目在筹建、运作和收 益上的优势，项目市场前景广阔。本项目总投资约 15, 000, 000 元，经预算 投资回收期约为 1.1 年，具有 1，649 万元的投资净现值，因此该项目具有可 观的经济效益，较强的风险控制能力，是可行和有效的。 关键词 冷链物流; 商业计划; 市场; 客户Abstract III Abstract With the continuous growth of China's economic development, as well as the improvement of living standards and the gradual deepening of the concept of health, countries have to increase food safety management efforts. The social demand of refrigerated food is increasing year by year, cold chain logistics industry is responsible for refrigerating frozen food to ensure the quality and fresh of it, which is the main reason why cold chain becomes important. While 2010 China Central Government’s announcement to support agricultural products market construction and renovation, to further improve the system of agricultural products cold chain logistics, to reduce the circulation link, reduce logistics costs.” provided the clear direction for development of China's agricultural products cold chain logistics. Although China still has a gap with developed countries in the part of cold chain logistics, the development of the cold chain logistics of agricultural products in China is under great potential. According to above policy, in order to grasp the business opportunities in agricultural products cold chain logistics of stability, X company plan to invest and expand the business in low temperature storage, fruit and vegetable cold chain logistics and distribution business, by integration of all process of operations. In order to solve the food cold chain problem of western China in winter as well as the problem of short production cycle, this action will change the traditional operation method, and distribute the fresh vegetables andAbstract IV agriculture products to end market directly. At first, we study the background and significance of the cold chain logistics project, then the background and project of the X company are briefly introduced, the comprehensive and systematic analysis of the enterprise of cold chain logistics project system and organization structure of the company put forward the feasibility of the project; secondly, proceeding from the current situation of the enterprise, strategic management theory analysis of internal and external environment of the enterprise, found the project internal advantage and external threat; thirdly, according to the theory of marketing management, work on the market segmentation, positioning to get a clear target market; then based on the theory of financial management, work out financial and budget analysis. Finally on the basis of risk management theory, Analyze possible risks and risk control. This paper is the important basis for the operation of this project. Through the above analysis, this paper shows that the X cold chain logistics project is the advantage in the construction, operation and benefit, and the project market prospect is wide. This project with a total investment of 1, 500, 000 yuan, the budget in the investment recovery period is 1.1 years. The project has considerable economic benefits and strong ability of risk control, so this project is feasible and effective. Key word: Cold chain Logistics; Business plan; Market; CustomerAbstract V 目录目录 摘要..................................................................................................................... I Abstract .............................................................................................................III 第一章 绪论 .......................................................................................................1 1.1 报告研究的背景及意义 ............................................................................1 1.1.1 背景 ....................................................................................................1 1.1.2 研究意义 .............................................................................................3 1.2 相关文献综述 ............................................................................................4 1.2.1 国外研究现状 .....................................................................................4 1.2.2 国内研究现状 .....................................................................................5 1.3 研究内容与路线 .......................................................................................8 1.3.1 研究内容 .............................................................................................8 1.3.2 技术路线 .............................................................................................9 1.4 本章小结..................................................................................................11 第二章 X 公司及其冷链物流项目分析 ...........................................................12 2.1 公司概述..................................................................................................12 2.2 项目概况..................................................................................................14 2.2.1 项目发展概述 ...................................................................................15 2.2.2 产品和服务 .......................................................................................16 2.2.3 X 公司优劣势分析 ...........................................................................16 2.3 本章小结..................................................................................................17 第三章 冷链物流行业分析 ..............................................................................19 3.1 宏观环境分析（PEST） .........................................................................19 3.1.1 政治环境 ...........................................................................................19 3.1.2 经济环境 ...........................................................................................21 3.1.3 社会环境 ...........................................................................................23 3.1.4 技术环境 ...........................................................................................24 3.2 冷链物流行业微观外部环境分析（波特五力） ....................................25 3.2.1 潜在竞争者 .......................................................................................26 3.2.2 现有竞争对手 ...................................................................................27 3.2.3 顾客的议价能力 ...............................................................................29 目录目录目录目录 VI 3.3.4