目前，我国经济发展进入了新常态，在经济增速放缓的背景下，农业产业要主动的 去适应经济发展新常态，农产品要提高质量，增快效率，提高创新的能力，当前的任务 是要加快发展现代农业。随着人们收入提高，对农产品质量的要求与日俱增，但是由于 食品安全问题事件时有发生，人们对高质量的农产品产生了需求。因此，针对高端消费 者，提供高质量的有机食品市场空间较大。 基于此，味健康有限公司便应运而生。本公司专门从事有机蔬菜水果的种植、有机 家禽的饲养，以及有机农产品的加工、配送和贸易的企业。此文就是味健康有限公司商 业计划书。作为一个农业企业，味健康有限公司要打造属于自己的特色。有机蔬菜水果 的种植以及有机家畜的饲养要严格按照有机农产品的标准来执行，在加工和配送方面也 要达到国家标准。在公司产品销售渠道方面，客户可以在网上订餐（使用移动通讯工具 的微信公众号平台或者电脑网页平台）。由于中间商长期在生产者和消费者之间获利不 少，导致农产品价格过高。因此我们公司采取取了一种社区支持农业（CSA）模式，这 种模式在欧美已经开始流行，按照通俗话来说是一种自己生产并且直接送货上门服务的 方式，使生产者与消费者之间直接产生联系，减少了中间商环节，使得有机食品价格更 加实惠。所以在配送方面，公司将建立自己的仓储中心，客户网上订餐后，公司在网下 仓储中心分类后通过自主研发的系统按订单制定路线配送。配送方式打破以往方式，采 用和滴滴打车模式相同，专车配送。司机自带面包车与公司签约，非公司员工，配送完 自己的路线可以自由支配时间，这样可以节省我们公司的成本。 本商业计划书，将运用 PEST 模型，SWOT 分析法，波特五力模型分析企业外部环 境，运用 STP 选择目标市场，并运用 4P 以及 7P 营销法构建营销组合，以及详细构建 出公司的整体规划并运用精益生产理论对公司的运营进行管理。接着具体分析如何采用 马斯洛需求五层次法来激励公司人才。再利用净现值和内部收益率和回收期等财务指 标，对公司的可行性进行分析，并定性分析公司可能面临的风险，最后得出结论，其一， 广州高端消费者较多，可以集中向高端小区和高档餐厅配送。味健康公司将采用与微信 公众平台相结合，利用专车送货的新型模式，有其独到的优势。有机食品认证难度较大， 进入门槛较高，公司发展潜力大。其二，公司需要三位创始人在前期自投 300 万，需要 向天使投资基金融资 1950 万，向银行贷款 650 万元，十年内预计总投入资金 2900 万元。 公司的净现值为 3388 万元，大于零；内部收益率为 23%，超过假定的必要报酬率；投II 资回收期为 2.2 年，低于投资者考虑的 5 年回收期，可见本项目经济效益十分显著，风 险是可控的。 关键词，商业计划书；食品安全；有机食品III Abstract At present, the development of Chinese economic has entered a new normal. Under the background of the economic going down, the agricultural industry has to take the initiative to meet the economic development of the new normal.Agricultural products has to improve quality, increase efficiency, improve the innovation ability and the current task is to accelerate the development of modern agriculture. As people's income increases, the quality of agricultural products is increasing, but as a result of food safety problems occur, people have a high quality of agricultural products demand. Therefore, in view of the high-end consumer, to provide high quality organic food market space is larger. Based on this, the taste of health Co., Ltd. came into being. The company specializes in the cultivation of organic vegetables and fruits, the feeding of organic poultry, as well as the processing, distribution and trade of organic agricultural products. This article is the taste of health Co., Ltd. business plan. As an agricultural enterprises, health limited to build their own characteristics. Organic vegetable and fruit planting and organic livestock farming should be strictly in accordance with the standards of organic agricultural products, processing and distribution in order to achieve the national standard. In terms of the company's products sales channels, customers can in the online ordering (using a mobile communication tool of micro channel public platform number or computer web platform). As a result of a long period of time between producers and consumers a lot of profit, resulting in high prices of agricultural products. So we take took a Community Supported Agriculture (CSA) mode. This mode in Europe and the United States have begun to pop, in accordance with the popular words is a production and deliver direct door-to-door service, make between producers and consumers of a direct relationship, reduce the middleman, the organic food prices more affordable. So in terms of distribution, the company will establish their own storage center, customers ordering online, the company in the network storage center classification by independent research and development of the system in order to develop distribution route. The distribution way of breaking the previous way of using and the taxi drops the same car distribution pattern. The driver comes with the van and the company signed, non company employees, the distribution of their own routes can be free to dominate the time, so you can save the cost of our company. The business plan, the use of PEST model, SWOT analysis method, Porter's five forces model analysis of enterprise external environment, using STP target market selection, and construct the marketing mix based on 4P and 7p marketing method, and construction details of the company's overall planning and the use of lean production theory to the company'sIV operating management. Then the specific analysis of how to use Maslow demand five levels of law to motivate the company personnel. The financial indexes of net present value and internal rate of return and recovery period, to analyze the feasibility of the company, and qualitative analysis of the company may face the risk, and finally come to the conclusion: first, more high-end consumers in Guangzhou, to focus on high-end residential and high-end restaurants distribution. Taste health company will adopt a combination with WeChat public platform, using the new car delivery mode, has its unique advantages. Organic food certification is difficult, higher barriers to entry, the company has great potential for development. Second, the company needs the three founders in the early period from 3 million, the need to invest 19 million 500 thousand of the angel fund, the bank loans 6 million 500 thousand yuan, ten years is expected to total investment of 29 million yuan. The company's net present value (NPV) of 3388 yuan, greater than zero; internal rate of return is 23%, assumed that more than the required rate of return; investment recovery period is 2 years, below the investors to consider five years payback period, visible economic benefits of the project is very significant, the risk is controllable. Key words: business plan; food safety; organic foodV 目 录 摘要.............................................................................................................................................I Abstract .................................................................................................................................... III 图表清单..................................................................................................................................IX 第一章 绪论.............................................................................................................................. 1 1.1 研究的背景和意义...................................................................................................... 1 1.2 文献综述...................................................................................................................... 1 1.2.1 编制商业计划书................................................................................................ 1 1.2.2 运用战略管理方法............................................................................................ 2 1.2.3 运用财务管理手段............................................................................................ 2 1.2.4 采取正确的营销方案........................................................................................ 2 1.2.5 国内外有机农产品简介以及其前景................................................................ 3 1.3 研究方法和内容..............................