I 摘要 随着国家提出可持续性发展的方针战略，社会各界更加注重绿色环保的重要 性，养殖行业也越来越重视生态养殖的发展方向。我国的水库渔业历史悠久，是 一种通过合理规划充分利用资源，科学进行渔业增养殖的方式，有利于拓展农业 发展空间，增加食物来源，改善食物结构，优化生态环境，还可以提高农民收入。 同时，在国家大力支持混合所有制改革，鼓励政企合作的背景下，企业为拓展多 元化发展空间，与手握大量未充分利用资源的国有企业合作，发挥各自优势，促 进资源的有效利用。 WD 水库位于绵阳市辖区，水库库容 5.94 亿 m 3 ，养殖水面 1.9 万亩，水域宽 阔，水质优良，环境优美，交通方便，适合养殖。WD 水库管理中心隶属四川省 WD 水库管理局，但由于缺乏切实有效的管理方式和足够的资本投入，丰富的大水 面渔业资源一直没有得到充分利用。本文采用市场调研法和定量分析法进行研究， 深入市场了解现有生态养殖产业的市场认可度、市场占有率及发展趋势，调研生 态养殖和绿色农产品的品牌附加值，以此对项目的盈利能力和投入产出进行分析。 对项目历史数据进行调查和评估，计算和计划所需增加的设施设备，以及带来的 养殖规模和产量变化。利用这些数据建立模型进行财务分析，为项目决策提供切 实可行的支撑，推动项目的顺利实施，充分发挥 WD 水库工程的综合价值，同时 实现企业的经济效益。 该研究致力于探索一个合理的政企合作模式，并通过对项目经济效益、风险 评估和社会评价等方面的研究分析为项目的实施提供理论支持，推动库区渔业经 济的良性、高效和可持续发展，为中国西部渔业经济发展作贡献。 关键词，水库，政企合作，生态养殖，可行性研究。Abstract II Abstract With the policy of sustainable development proposed by the State, more attention has been paid by all sectors of society to green development and environment protection, and an increasing importance has been attached to the development direction of breeding industry. With a time-honored history, the reservoir fishery of China is a scientific way of breeding fish featuring culture and proliferation through reasonably planning and making full use of resources, which is conducive to expanding the space for agricultural development, enriching food sources, improving food structure, bettering ecological environment, as well as augmenting the income of peasants. At the same time, the State has made great efforts to support the reform on mixed ownership and encourage cooperation between government and enterprise, under that background, in order to expand the space for diversified development, the enterprise began to conduct cooperation with those state-owned enterprises which possess plenty of resources that have not been fully used, so that they could display their respective advantages and promote full utilization of resources.. Being in the jurisdiction of Mianyang City, WD Reservoir has a storage capacity of 594 million cubic meters, and an aquaculture water surface of high quality covering an area of 12,666,666.7 square meters. WD Reservoir enjoys elegant environment and easy access to transportation, making it a proper place for aquaculture. WD Reservoir is affiliated to Reservoir Administration of WD Sichuan. However, due to the lack of practicable and effective management mode and sufficient capital input, the rich fishery resources of a large aquaculture water surface have not been fully utilized. This paper, by adopting market research method and quantity analysis method, made an in-depth understanding on the market recognition, market share and development direction of the existing ecological aquaculture industry, and survey on the brand added value of ecological breeding and green agricultural products, thus making analysis toward the profitability and input-output of the project. Through survey and evaluation on the historical data, the paper calculated and planned the facilities and equipment needing to be added, as well as the change caused thereby to the scale and yield of aquaculture. With these data, a model was established to conduct financial analysis, so as to provideAbstract III practical and feasible support to the decision making for the project and to promote the smooth implementation thereof, thus making full use of the comprehensive value of the project of WD Reservoir while realizing the economic benefit of the enterprise. This research is dedicated to exploring a rational mode of government-enterprise cooperation, and through analysis on the aspects of economic performance, risk evaluation, and social evaluation, to providing theoretical support for the project, so as to promote a benign, highly efficient and sustainable development of reservoir fishery, thus making contribution to the development of fishery economy in western China. Key Words: Reservoir, Government-Enterprise Cooperation, Ecological Breeding, Feasibility Research.目录 IV 目录 第一章 导论.................................................................................................................... 1 1.1 研究背景和目标 ................................................................................................ 1 1.1.1 研究背景 ................................................................................................... 1 1.1.2 研究目标 ................................................................................................... 1 1.2 国内外研究综述 ................................................................................................. 2 1.2.1 国外研究现状 .......................................................................................... 2 1.2.2 国内研究现状 .......................................................................................... 3 1.3 研究的思路和内容 ............................................................................................ 4 1.3.1 研究的思路 .............................................................................................. 4 1.3.2 研究的内容 .............................................................................................. 4 1.4 研究的理论和分析方法 .................................................................................... 5 第二章 相关概念及理论基础........................................................................................ 6 2.1 相关概念 ............................................................................................................ 6 2.1.1 大水面养殖 ............................................................................................... 6 2.1.2 项目可行性研究 ....................................................................................... 6 2.1.3 冷链运输设计 .......................................................................................... 7 2.1.4 生态养殖 ................................................................................................... 8 2.2 相关理论和方法 ................................................................................................ 9 2.2.1 竞争理论 ................................................................................................... 9 2.2.2 SWOT 分析法......................................................................................... 10 2.2.3 4P 营销.................................................................................................... 10 2.2.4 品牌管理理论 ..........................................................................................11 2.2.5 社会评价、经济效益评价方面的理论 ..................................................11 第三章 WD 水库大水面养殖项目开发预期评价 ...................................................... 12 3.1 宏观环境分析 .................................................................................................. 12 3.2 行业市场前景分析 .......................................................................................... 12 3.2.1 发展现状 ................................................................................................ 12 3.2.2 市场前景 ................................................................................................ 13 3.2.3 市场优、劣势分析 ................................................................................ 14 3.2.4 项目 SWOT 分析................................................................