发展贫困地区特色农业已经成为国家实现精准扶贫和精准脱贫的重要举措 之一，同时，对农副产品深加工及品牌化将进一步有效促进农产品价值增值， 农民增收。自改革开放以来，中国农村贫困人口从 1978 年的 7.7 亿减少到 2015 年的 5575 万人，取得了巨大成绩，并且在过去的 2016 年，作为脱贫攻坚战的 首战之年，扶贫工作也实现了 1240 万人的减贫任务。然而，被称为河南“后花 园”的卢氏地区仍为国家级贫困县，虽然通过大力发展特色农业 2016 年共有 3352 户 12047 人稳定脱贫，但仍有 4.82 余万人没有脱贫。十三五期间在实现 全面小康社会的背景下，针对发展特色农业国家也相继出台了一系列刺激政策， 鼓励企业发展特色农业。 本文拟以筹建 XM 农副产品有限公司为主体，按照商业计划书的分析思路并 结合 MBA 阶段学习的战略管理、市场营销、人力资源管理、财务管理、项目管 理等理论知识，对未来企业未来所面临的市场环境、内外部竞争环境、盈利能 力等进行分析，从而推进该区域农副产品品牌化建设。分析发现，虽然该地区 具有良好的自然环境、丰富的自然资源，大量的优质农副产品，但农副产品品 牌化尚未形成，深加工程度低、产品溢价能力低。同时，该地区目前对特色农 业发展政策支持，是进入该领域打造该地区农副产品品牌化的有利时机。故结 合农副产品特点及市场机遇分析，我司将采取下述发展思路，通过采取”公司+ 合作社+农户”的模式，实现对该区域上游明星农副产品的整合；同时，推进线 上平台建设，通过服务平台建设构建该区域农副产品营销平台推动农副产品品 牌推广。本文还将充分运用营销、财务、消费者行为、平台战略、品牌战略等 理论，对卢氏农产品品牌战略的策划、运营、投资、风险管控进行详细分析， 推进该地区农副产品品牌化，实现企业获得长期健康持续发展。同时，为农民 赢得稳定的收入来源。 章节概述，本文第一章首先介绍了项目主体，以及研究背景、研究价值、 研究思路。第二章，分析目前农副产品市场发展概况及对市场潜力及竞争环境； 利用 SWOT 原理对目前实施该项目所面对的优势、劣势、机遇、挑战进行分析； 第三章，针对项目对市场定位进行分析，以及不同发展阶段的市场营销策略进II 行了分析；第四章，对该项目的财务状况进行了评估，最终得出该项目实施在 财务方面的可行性；第五章，针对潜在的风险进行了分析并提出了对策。第六 章，为该项目制定了组织架构及人力资源规划。 本计划书评审通过后将为 XM 农副产品公司提供决策参考，促进该地区农副 产品品牌化，实现企业与农户的互利共赢，为社会创造价值。 关键词，农副产品 品牌推广 商业计划书III Abstract The development of characteristic agriculture in poverty-stricken areas has become one of the important measures to achieve precision poverty alleviation. At the same time, deep processing and branding of agricultural and sideline products will further promote the value of agricultural products and increase farmers' income. Since the reform and opening up, China's rural poor population has reduced from 770 million to 68.15 million since 1978. However, the Lushi county in Henan province is still a state-level poverty-stricken area. There are still more than 4.82 million people are in poverty. During the 13th Five-Year Plan period, a series of stimulus policies have been introduced to encourage enterprises to develop characteristic agriculture. This paper intends to be a business plan for establishing XM Agricultural and sideline Products Co., Ltd. It Includes the analysis of the market environment, internal and external competitive environment, profitability and so on. Although the Lushi County has good natural environment, rich natural resources, a large number of high quality agricultural and sideline products, the brand has not yet formed, the processing and premium capacity is poor. The idea is to combine company, cooperatives and farmers to integrate the agricultural and sideline products resources and promote online marketing platform. This paper will also make full use of marketing, finance, consumer behavior, platform strategy, brand strategy and other theories to explain the brand strategy, investment and risks. The first chapter introduces the background, value and ideas of the research. The second chapter analyzes the present situation of the development of agricultural and sideline products market, the potential and competitive environment. The SWOT principle is used as well to analyze the advantages, disadvantages, opportunities and challenges of the project. The marketing strategies of different stages of development are analyzed in Chapter 3. In the fourth chapter, the financial status of the project is evaluated and the financial feasibility of the project is finally obtained. In the fifth chapter shall analyze the risks and countermeasures. Chapter 6 sets out the organizational structure and human resource planning for the project. The plan will provide decision-making reference for XM agricultural andIV sideline Products Company and promote the branding of the products in Lushi County to bring mutual benefit to enterprises, farmers and even the society. Key words: agricultural and sideline products, brand promotion，business planV 目 录 第一章 绪论...............................................................................................................1 第一节 项目研究概况...................................................................................................1 一 项目主体.......................................................................................................... 1 二 项目简介.......................................................................................................... 1 第二节 项目研究背景...................................................................................................1 一 政策背景.......................................................................................................... 1 二 市场背景.......................................................................................................... 2 第三节 项目研究价值...................................................................................................3 一 社会价值.......................................................................................................... 3 二 经济价值.......................................................................................................... 3 第四节 项目研究思路...................................................................................................3 第五节 报告框架...........................................................................................................4 第二章 市场分析.......................................................................................................5 第一节 农副产品市场发展概况...................................................................................5 第二节 市场前景分析...................................................................................................6 一 市场潜力分析.................................................................................................. 6 二 目标市场和目标客群分析.............................................................................. 8 第三节 市场竞争环境分析...........................................................................................9 一 行业内的竞争.................................................................................................. 9 二 顾客的议价能力.............................................................................................. 9 三 供货商的议价能力........................................................................................ 10 四 潜在竞争对手的威胁.................................................................................... 10 五 替代产品的威胁.............................................................................................11 第四节 项目 SWOT 分析............................................................................................11 一 优势（setength）分析...................................................................................11 二 劣势（weakness）分析.................................................................................12 三 机会（opportunity）分析..............................................................................13 四 威胁（threat）分析.......................................................................................15 第五节