随着我国经济发展的持续增长,居民生活水平的不断提高,健康理念的逐渐 深入,国家加大食品安全管理力度,社会对冷藏冷冻食品的需求量逐年增加,冷 链物流行业是冷藏冷冻食品中不可或缺的部分。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指明了方向。虽然我国农产品冷链物流业 与发达国家相比存在一定的差距,但是我国农产品冷链物流业发展空间较大。 鉴于以上政策,稳抓农产品冷链物流的商机,兰州陇华果蔬有限公司以原有 低温仓储为主,预投资果蔬冷链物流配送业务,逐步形成农产品加工、低温配送、 销售为一体的经营模式,从而改变传统的经营方式单一、生产周期短的经营现状, 解决冬季西部地区农产品冷链物流业停运状态,更直接的将新鲜果蔬配送至终端 市场,减少中间流通环节。本报告以商业计划书的形式,为兰州陇华果蔬有限公 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的背景和意义;然后简单概述兰州陇华果蔬有 限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 市场进行了细分、定位及明确目标市场;然后根据财务管理理论、分析财务和预 算开支;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,兰州陇华果蔬有限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。本项目总投资500,000元,经预算 投资回收期为1.21年,内部收益率是26. 32%,该项目有可观的经济效益,较强的 风险控制能力,此项目是可行和有效的。 关键词:冷库;冷链物流;商业计划书 MBA学位报告 作者:李媛 兰州陇华果蔬有限公司冷链物流项目商业计划书 ABSTRACT Considering the steady growth of China's economic development, unceasing enhancement of residents' living standard, gradual improvement of the healthy concept, the reinforcement of the national food safety management, the demand for frozen food is increasing year by year, so the cold chain logistics industry is an indispensable part in frozen food. In 2010, the central government proposed that it supports the construction and transformation of agricultural products market to improve the cold chain logistics system of agricultural products, reducing circulation links and logistics cost, which indicated the direction for the development of cold chain logistics of agricultural products in China. The cold chain logistics industry of Chinese agricultural products exist a gap compared with the developed countries, but China has a 】aiger development space. In view of the above policies, Lanzhou fruits and vegetables co. LTD. seizes business opportunity of cold chain logistics of agricultural products based on the advantage of the original low temperature storage to invest in the cold chain logistics distribution business of fruits and vegetables, which gradually form the management pattern that the processing of agricultural, the low temperature distribution and marketing integrate together. This changes the traditional single management pattern and the management status of short production period to solve the outage condition of the cold chain logistics industry of agricultural products in the western region in winter, which directly delivers the fresh fruits and vegetables to the terminal market reducing the intermediate circulation links. This thesis applies the form of a business plan that provides the comprehensive analysis and overall planning for the cold-chain logistics project of Lanzhou Longhua Fruits and Vegetables co. LTD. First, this thesis explores the background and significance of cold-chain logistics project. Then, it introduces the background of Lanzhou LongHua Fruits and Vegetables co., LTD. and the project introduction, which gives a comprehensive analysis of cold-chain logistics project system of this enterprise and structural establishment, proposing the feasibility of the project. Third, according to the current situation and the analysis of internal and external environment of the enterprise based on the strategic management theory, it finds that this project has a greater internal advantage and a smaller external threat. Fourth, according to the marketing management theory, it confirms the market segmentation, market positioning and target market Fifth, it conducts the financial analysis and budget expenditure on the basis of the financial management II MBA学位报告 作者:李媛 兰州陇华果蔬有限公司冷链物流项目商业计划书 theory. Finally, it analyzes the possible risk and controls the risk based on the risk management theory. This thesis becomes an important basis for the operation of the project. The above detailed analysis of this thesis indicates that the cold-chain logistics project of Lanzhou Longhua Fruits and Vegetables co.,LTD. has advantages of preparation, operation and earnings, which has broad market prospects. The total investment of the project is ￥500,000, and the investment recovery period is L21 years after the budget and the internal rate of return is 26.32%. Therefore, this project has considerable economic benefits and strong risk control ability that shows the feasibility and effectiveness of the project Key words : Cold storage; Cold chain logistics; a business plan III MBA学位报告 作者:李媛 兰州陇华果蔬有限公司冷链物流项目商业计划书 目录 一、目丨j m i (-)研究背景及意义 1 (二)国内外冷链物流发展现状 3 (三)研究内容和方法 7 二、兰州陇华果蔬有限公司项目概况 9 (一)兰州陇华果蔬有限公司概况 9 (二)冷链物流项目介绍 10 (三)兰州陇华冷链物流体系分析 12 (四)项目机构设置 15 (五)本章小结 16 三、冷链物流项目竞争环境分析 18 (一)宏观环境分析 18 (二)行业环境分析 22 (三)发展战略选择的SWOT分析 25 (四)本章小结 27 四、项目营销策划 28 (一)预测市场 28 (二)STP 营销 29 (三)营销组合策略 31 (四)本章小结 33 五、财务规划及风险分析 34 (一)投资估算及资金措施 34 (二)项目的经营预测 35 (三)财务参考原则 38 (四)项目投资决策的分析 38 (五)风险分析 39 (六)本章小结 40 六、项目实施进度 41 MBA学位报告 作者:李媛 兰州陇华果蔬有限公司冷链物流项目商业计划书 (一)实施进度表 41 (二)重点工作规划 41 七、结论 43 m ^ 44