我国属于一个农业大国，农资产品依旧属于国内重要的生产资料。中国农业生产的 小规模化和农民生活的分散性，意味着农资物资配送的可达性，对于农业生产和农村经 济生活具有重要意义。互联网技术的运用及渗透，实现了传统农资产品产业链的升级， 让生产、营销、销售等各个环节更加规范及科学化，从根本上优化了产业结构，实现了 新型的“互联网农资产品”，为社会的发展和进步提供了较大的可能。 本商业计划书以互联网技术条件下的农资产品销售为对象，对凯源农民专业合作社 农资准直营项目的可行性展开讨论。第一章绪论主要介绍计划书的选题背景及意义、国 内外关于农资准直营项目的综述及本计划书的研究内容与方法；第二章是项目概况，说 明了农资准直营项目的市场机会、项目简介以及凯源农民专业合作社的业务范围、公司 愿景和组织管理；第三章是通过市场分析及项目竞争性分析对合作社农资准直营项目实 施的环境进行分析；第四章项目运营能力分析，主要是对资源、能力及核心竞争力进行 分析；第五章财务分析与融资通过条件假设、收入和成本费用的预测，计算出该项目的 投资回收期、净现值及内部收益率，并对项目实施过程中可能遇到的风险进行预测同时 提出防控措施，从而得出该项目是否切实可行；第六章对项目实施的每一个阶段进行说 明。 本商业计划书针对互联网下农资产品销售的现状问题进行分析，运用互联网对农资 产品产业链进行全面改造，对产生的大数据进行整合利用并实现农产品优质优价销售， 使得资源利用最大化。 关键词，农资产品；直营；合作社；项目情况II Abstract Our country belongs to an agricultural country, agricultural products still belong to the domestic important production data. The small scale of agricultural production in China and the dispersity of peasant life means that the accessibility of agricultural materials distribution is of great significance to agricultural production and rural economic life. The use of Internet technology and the penetration, the realization of the traditional agricultural materials product upgrading of the industrial chain, the production, marketing, sales and so on each link more standardized and scientific, fundamentally to optimize the industrial structure, to implement the new Internet inputs, for the development of society and progress provides a larger possibility. This business plan is subject to the sale of agricultural products under the conditions of Internet technology, and discusses the feasibility of the project of farmers' quasi-direct marketing of kaiyuan farmers' specialized cooperatives. Chapter I introduction mainly introduces the background and significance of the topic selection, the review of the agricultural projects and the research contents and methods of this plan. The second chapter is the project overview, which shows the market opportunity, project profile and the business scope, vision and organization management of the agricultural project. The third chapter is the analysis of the environment of the project implementation of the cooperative agro-funded quasi-direct project through market analysis and project competitive analysis; Chapter iv analysis of project operation capability mainly analyzes the resources, capabilities and core competitiveness. Chapter v financial analysis to the financing hypothesis according to conditions, income and cost forecast, calculate the payback period, net present value and internal rate of return, in the process of project implementation and to predict the possible risk in the prevention and control measures are put forward at the same time, thus it is concluded that the project is feasible; The sixth chapter explains each stage of the implementation of the project. This business plan according to the status quo of agricultural materials products sales under the Internet problem is analyzed, using the Internet to inputs industrial chain comprehensive renovation, integrate use of big data and implement the quality of agricultural products sales, make to maximize resource utilization. Key Words: Agricultural products; Direct; Cooperative; Project situationIII 目 录 摘要...........................................................................................................................................I Abstract ......................................................................................................................................II 第一章 绪 论........................................................................................................................ 1 1.1 选题的背景和意义............................................................................................................. 1 1.1.1 选题背景.................................................................................................................. 1 1.1.2 选题意义.................................................................................................................. 1 1.2 文献综述............................................................................................................................. 2 1.2.1 （准）直营连锁形式.............................................................................................. 2 1.2.2 社（会）员销售...................................................................................................... 4 1.2.3 电子商务.................................................................................................................. 4 1.2.4 直营+社员化+互联网 ............................................................................................. 5 1.3 研究的方法与内容............................................................................................................. 7 1.3.1 研究内容.................................................................................................................. 7 1.3.2 研究方法.................................................................................................................. 7 第二章 项目概况.................................................................................................................... 8 2.1 项目机会说明..................................................................................................................... 8 2.2 项目简介............................................................................................................................. 9 2.3 公司及背景简介............................................................................................................... 10 2.3.1 业务范围................................................................................................................ 10 2.3.2 公司愿景................................................................................................................ 10 2.3.3 管理组织.................................................................................................................11 第三章 项目实施的环境分析.............................................................................................. 14 3.1 市场分析........................................................................................................................... 14 3.1.1 我国农资市场发展现状........................................................................................ 14 3.1.2 我国农资市场发展趋势分析................................................................................ 15 3.2 项目竞争性分析............................................................................................................... 17 3.2.1 供应商的议价能力................................................................................................ 18 3.2.2 下游客户的议价能力............................................................................................ 18 3.2.3 潜在竞争人员进入的能力.................................................................................... 18 3.2.4 替代品的替代能力................................................................................................ 19 3.2.5 行业内竞争者现在的竞争能力............................................................................ 19 第四章 项目运营能力分析.................................................................................................. 20 4.1 资源分析.............