摘 要
盈利模式是指企业内外部资源等要素进行有机整合，充分利用外部有利的市
场机会，发挥自身优点，减少外部的威胁，克服自身的缺点，核心就是企业价值
创造的活动，由四个基本要素构成，包括盈利点、盈利对象、盈利措施和盈利屏
障。本论文通过对天天有机农场盈利模式的研究来展现一种新兴的农业盈利模式
通过对盈利模式的研究，论证天天有机农场的可持续发展，提高企业运行效率，
改善用户关系，为用户提供更好的产品与服务，所以具有较高的现实意义
本论文在参考大量文献的基础上，并对已经存在的会员制有机农场的盈利模
式进行了案例研究，运用 SWOT 分析法对天天有机农场内外部竞争环境和竞争
条件下的态势进行了分析，最后运用到研究天天有机农场盈利模式上
取得三个主要结论：
第一、有机农场欧亿·体育（中国）有限公司发展空间广阔。国家政策大力鼓励发展有机农业，尤其
是十八大以后，国家更是明确鼓励家庭农场，建设生态农业。北京这样的大城市
具有人口优势，聚集大量高学历、高收入和高年龄的有机农产品消费群体。由于
中国有机农业起步晚，发展不规范，假冒有机农产品缺法有效监管，消费者无法
辨别，也制约了发展
第二、通过对天天农场现有盈利模式分析，具有较好的经济效益。总投资
2000 万元，年均产品销售收入 1634.88 万元，税后财务净现值（FNPV）607.26
万元，税后投资回收期为 2.4 年，根据全部投资测算，财务内部收益率 IRR 为
38.45%。同时也发现了盈利模式的一些不足之处
第三、对天天农场盈利模式改进建议，通过典型案例分析，只要是针对天天
农场盈利点与盈利措施提出优化改进建议。提高会员会费单价，降低会员总人数，
既能提高销售收入，降低运营成本，并能提升客户满意度。实施生态农场建设，
通过“四位一体”的生态模式实现立体养殖，既能提高生产效率，又能降低成本，
从而提高盈利能力
关键词：会员制，有机农场，盈利模式
Abstract
Profit model is refers to the enterprise internal and external elements such as
organic integration of resources, make full use of external favorable market
opportunities, exert its advantages, reduce the external threat, overcome their own
shortcomings, the core is the enterprise value creation activities, made up of four
basic elements, including profit, profit object, profit and profit barrier. In this paper,
based on the research of the organic farms profit model every day to show a new
agricultural profit model. Based on the research of the profit model, demonstrates the
sustainable development of Tantan organic farm, improving the efficiency of the
enterprise, improve the user relationship, to provide users with better products and
services, and so has the high practical significance.
In reference to this paper, on the basis of a large number of literature, and the
membership of the existing profit model of organic farm case study, using the method
of SWOT to Tantanorganic farm under the condition of internal and external
competition environment and competition situation was analyzed, and finally applied
to the research on organic farms profit model every day. Three main conclusions:
First, the organic farm industry broad development space. National policy to
encourage the development of organic agriculture, especially after eighteen big, state
is more clear to encourage family farm, construction of ecological agriculture. Big
cities such as Beijing has a population of advantage, gathered a large number of
highly educated, high income and high age of organic agricultural products consumer
groups. Because of the organic agriculture started late in China, development of
non-standard, fake organic agricultural products lack of effective regulation,
consumer cannot distinguish, also restricted the development.
Second, through analyzing the existing profit model farm Tantan, has good
economic benefit. With a total investment of 20 million yuan, annual sales income is
16.3488 million yuan, financial net present value (FNPV) $6.0726 million after tax,
after-tax investment payback period is 2.4 years, according to the total investment,
financial internal rate of return IRR of 38.45%. Also found the profit model of some
disadvantages.
Third, to theTantan farm profit model improvement Suggestions, improve the
membership price, reduce the total number of members, can not only increase the
sales revenue, reduce operating costs, and can improve customer satisfaction.
Implementing ecological farm construction, through the four one ecological pattern
implementation of three-dimensional cultivation, can not only improve the production
efficiency, and can reduce costs, improve profitability.
Keywords: Membership, organic farm， profit model