随着社会经济的发展，休闲度假旅游逐渐成为重要的服务产业，是人们生活 消费的重要组成部分，是人们追求幸福、提高幸福指数的重要途径。由于我国是 个农业大国、人口大国这一基本国情，随着农村的发展、农村城镇的发展以及人 口素质的提高和休闲保健的意识的增强，我国旅游消费已由观光旅游向休闲度假 旅游过渡，且乡村度假旅游由新兴事物日益成为旅游休闲中最基本、最广泛的一 种形式。毋庸置疑，对休闲度假村的建设如何策划、论证、投资和管理，尤其是 做好投资环境、投资效益和风险分析，非常必要。 本文根据项目实际数据，结合管理学相关的理论知识，从投资经营环境、建 设方案、经济效益评价和风险分析等角度对“千龙湖江南牧场项目”的可投资性 进行实证分析，以对企业投资决策提供有益的帮助和参考。 本文研究结果表明，千龙湖江南牧场项目的投资是可行的，主要体现在以下 方面：一、在金融危机的大背景下，湖南旅游市场仍然呈现良好的发展态势，城 郊型短程乡村度假旅游前景广阔。二、在竞争激烈的市场环境中，千龙湖具有很 强的市场竞争优势。三、该项目具有良好的经济效益。四、该项目具有良好的社 会效益和环境效益。 关键词：千龙湖江南牧场；市场分析；投资分析；效益评价；风险分析III Abstract With the social and economic development, leisure and holiday travel has become an important service industry, this is an important part of people’s life, as well as is the people's pursuit of happiness, an important way to improve the well-being index. Because China is a big agricultural country and most populous country, With the rural development, rural towns and population quality improvement and enhanced awareness of health care and leisure, our tourism consumption has transitioned from sightseeing to leisure tourism, and the Rural holiday has changed from the emerging leisure travel to the most basic and extensive form. Needless to say, it is very necessary that construction of the leisure resort planning, feasibility studies, investment and management, in particular, good investment environment, investment results and risk analysis. Based on actual project data, combining theoretical knowledge related to management, from investment and operation environment, building programs, economic evaluation and risk analysis point of view of Qianlong project that can be empirical investment analysis to the enterprise investment decision-making to provide useful help and reference. This paper studies the results show that the investment in the Qianlonghu project is feasible, it mainly reflected in the following areas: Firstly, in the context of the financial crisis，Hunan tourism market is still showing a good development momentum, and Suburban-type short-range Rural holiday Prospects. Secondly, In a highly competitive market environment, Qianlonghu project has a strong competitive advantage in the market. Thirdly, this project has good economic. Finally, this project has good social and Environmental benefits. Key words: Qianlonghu Project; Market Analysis; Investment Analysis;Benefit evaluation; Risk AnalysisIV 目 录 学位报告独创性声明和学位报告版权使用授权书.....................................................I 摘要........................................................................................................................ II Abstract ..................................................................................................................... III 插图索引..................................................................................................................VII 附表索引................................................................................................................ VIII 第 1 章 绪 论 .........................................................................................................1 1.1 选题背景及其意义 ......................................................................................... 1 1.1.1 选题背景 ............................................................................................... 1 1.1.2 研究意义 ................................................................................................ 2 1.2 相关理论基础及文献综述 .............................................................................. 3 1.2.1 相关理论基础 ........................................................................................ 3 1.2.2 国内外研究现状 .................................................................................... 7 1.3 研究内容与框架结构...................................................................................... 8 第 2 章 千龙湖江南牧场投资环境市场分析和市场定位........................................9 2.1 公司简介 ......................................................................................................... 9 2.2 项目简介 ....................................................................................................... 10 2.3 项目环境分析 ............................................................................................... 10 2.3.1 地理位置与生态环境 .......................................................................... 10 2.3.2 经济环境 ............................................................................................. 11 2.3.3 政策环境分析 ...................................................................................... 12 2.3.4 市场环境及预测 .................................................................................. 13 2.4 项目 SWOT 分析 .......................................................................................... 17 2.4.1 优势分析 ............................................................................................. 17 2.4.2 劣势分析 ............................................................................................. 20 2.4.3 机遇分析 ............................................................................................. 20 2.4.4 威胁分析 ............................................................................................. 20 2.5 项目定位及发展战略.................................................................................... 21 2.5.1 项目定位 ............................................................................................. 21 2.5.2 发展战略 ............................................................................................. 21V 第 3 章 千龙湖江南牧场建设方案......................................................................... 23 3.1 旅游产品开发 ............................................................................................... 23 3.1.1 核心产品 ............................................................................................. 23 3.1.2 支撑产品 ............................................................................................. 23 3.1.3 补充产品 ............................................................................................. 24 3.2 项目空间布局 ............................................................................................... 24 3.2.1 布局原则 ............................................................................................. 24 3.2.2 布局思路 ............................................................................................. 24 3.2.3 功能分区 ............................................................................................. 25 3.3 建设项目规划 ............................................................................................... 26 3.3.1 风情度假区.......................................................................................... 26 3.3.2 动感拓展区.......................................................................................... 26 3.3.3 汽车营地区.......................................................................................... 27 3.3.4 森林保健区.......................................................................................... 28 3.3.5 森林牧场区.......................................................................................... 28 3.4 基础设施建设与配套设施 ............................................................................ 29 3.4.1 旅游交通规划 .................................