I 摘要 在国家大力推行乡村振兴战略背景下，恰逢低收入帮扶工作进入攻坚阶段，北京市 门头沟区清水镇塔河村作为低收入村之一，急需通过产业发展盘活集体资产。近年来， 伴随着综艺节目和影视剧作取景地范围的扩大，越来越多的乡村和景区得到开发，乡村 旅游业开始陆续出现，这种新型、环保、绿色的发展方式，既满足乡村发展需求，又符 合当代发展趋势。京西生态枣园创业策划书，通过整理分析市场发展行情和塔河村发展 资源，设计枣树种植、特色餐饮、精品民宿发展项目，本文通过 pest 分析法、swot 分析 法分析枣园发展问题，结合实地调研，采集实际数据，设计每个期间的项目实施方案， 并核算一定期间的财务状况，最后，预计利润和分析风险。本文旨在设计一本既能保证 盈利，又能推动农村发展的策划书，能够指导塔河村建设的同时，对乡村旅游的发展有 一定的借鉴意义。 关键词，乡村旅游；生态枣园；策划书。Abstract II Abstract Under the background of the country's vigorous implementation of the rural revitalization strategy, it coincides with the low-income assistance work, and Tahe Village, Qingshui Town, Mentougou District, Beijing, as one of the low-income villages, urgently needs to revitalize collective assets through industrial development. In recent years, with the expansion of variety reality shows，films and television dramas, more and more villages and scenic spots have been developed, therefore the rural tourism has begun to emerge. This new, environmental-friendly and sustainable development mode can not only satisfies rural development, but also follow the requirements of contemporary development trends. Western Beijing Eco-Chinese dates Orchard Entrepreneurship Project , through the analysis of market development and Tahe Village development resources, design jujube planting, special catering, boutique B&B development project, this paper analyzes the development of jujube garden by pest analysis method and swot analysis method. Field research, collecting actual data, designing project implementation plans for each period, accounting for financial status for a certain period of time, and finally, estimating profits and analyzing risks. The purpose of this paper is to design a project that can guarantee profitability and promote rural development. It can guide the construction of Tahe Village and has certain reference significance for the development of rural tourism. Keywords: Rural tourism; Jujube orchard; Planning book.目 录 III 目 录 北京建筑大学硕士学位报告原创性声明 北京建筑大学硕士学位报告使用授权书 摘要........................................................................................................I ABSTRACT..................................................................................................II 第 1 章 前言..................................................................................................1 第 2 章 企业与产品概述 ..............................................................................2 2.1 企业简述............................................................................................................... 2 2.1.1 企业目标........................................................................................................ 2 2.1.2 企业简介........................................................................................................ 2 2.1.3 企业战略........................................................................................................ 3 2.1.4 企业管理........................................................................................................ 3 2.2 产品和服务........................................................................................................... 4 2.2.1 产品和服务体系介绍 .................................................................................... 4 2.2.2 产品和服务的市场导向性............................................................................. 4 第 3 章 背景分析..........................................................................................5 3.1 枣园建设的政治背景 ........................................................................................... 5 3.2 枣园建设的人文背景分析.................................................................................... 5 3.3 枣园建设的资源背景 ........................................................................................... 5 3.3.1 枣园土地资源状况介绍................................................................................. 5 3.3.2 枣园水资源状况介绍 .................................................................................... 5 3.3.3 枣园生物资源状况介绍................................................................................. 6 3.3.4 枣园建设的资源背景分析............................................................................. 6 第 4 章 市场现状分析 ..................................................................................7 4.1 中国乡村旅游发展现状........................................................................................ 7 4.1.1 黑龙江雪乡发展现状 .................................................................................... 7 4.1.2 浙江乌镇发展现状 ........................................................................................ 8 4.1.3 中国乡村旅游发展现状分析......................................................................... 9 4.2 北京地区乡村旅游发展市场现状...................................................................... 10 4.2.1 古北水镇旅游开发现状............................................................................... 10 4.2.2 怀柔地区旅游开发现状................................................................................11 4.2.3 北京地区乡村旅游发展市场现状分析 ........................................................11目 录 IV 4.3 门头沟地区旅游开发现状.................................................................................. 12 4.3.1 门头沟爨底下景区开发现状....................................................................... 12 4.3.2 灵水举人村旅游开发现状........................................................................... 13 4.3.3 门头沟地区旅游开发现状分析................................................................... 14 4.4 同类型产品发展现状 ......................................................................................... 15 4.5 竞争策略............................................................................................................. 15 第 5 章 枣园发展条件分析 ........................................................................17 5.1 可供开发的自然资源分析.................................................................................. 17 5.1.1 土地资源开发潜力分析............................................................................... 17 5.1.2 水资源开发潜力分析 .................................................................................. 17 5.2 发展意愿分析 ..................................................................................................... 18 5.2.1 村民发展意愿分析 ...................................................................................... 18 5.2.2 村干部发展意愿分析 .................................................................................. 18 5.3 发展基础介绍 ..................................................................................................... 19 5.3.1 塔河村适宜种枣的独特地理风貌............................................................... 19 5.3.2 塔河村现有枣树的生长情况....................................................................... 19 5.3.3 现有建筑情况.............................................................................................. 20 5.3.4 急需发展的环境趋势 .................................................................................. 21 5.3.5 枣园项目发展背景的 PEST 分析................................................................ 21 第 6 章 项目发展定位 ................................................................................23 6.1 第一阶段发展定位 ............................................................................................. 25 6.1.1 农