GD食品有限公司成立20年，是一家集研发、生产、销售于一体的全产业链肉类休 闲食品公司。公司拥有自动解冻线、自动卤制线、高效烘烤系统、全自动数控水杀菌系 统、英国罗姆X光机检测系统、半成品与成品自动包装系统等各种自动化加工设备设施 700多台套，是广东省禽肉加工工艺技术领先的食品企业。目前企业日生产加工120万 枚鸡蛋，所需鸡蛋主要从外省收购，产地来源复杂，产品质量较难得到保证。为保证产 品质量，并为品牌背书，建立150万只蛋鸡养殖项目，为GD食品有限公司鸡蛋深加工 提供自家专属农场的鸡蛋，以更高标准严苛要求，打造更高端的“GD蛋鸡农场”要素 品牌。在项目实施之前，为了让投资者了解项目的规划、财务指标和发展前景，也让项 目实施者了解和掌握项目规划和建设计划，对GD蛋鸡农场项目的商业计划进行了研究。 本文首先介绍了GD蛋鸡农场项目的概况和发起公司的情况，从而确定了GD蛋鸡 农场项目的定位。然后对项目的建设规模、建设规划、组织营运等进行了阐述。在对项 目定位的基础上，对项目主要产品鸡蛋经GD食品有限公司加工成的休闲包装整熟蛋系 列产品的消费市场进行定性和定量的调研分析，提出营销计划策略。进而对GD蛋鸡农 场项目的财务效益进行了估算，通过测算项目的财务净现值、内部回报率等，分析单因 素敏感性，找出影响大的敏感性因素进行多因素敏感性分析，对项目的风险大小进行了 评判，对项目潜在的风险提出了防范对策。 本项目初始投资为16189.4万元；项目达产（第四年）后，年营业收入28500.00万 元，包括鸡蛋销售收入25650.00万元，淘汰蛋鸡销售收入2850.00万元；年经营成本 24017.65万元，总成本费用25103.49万元；达产年（第四年）年利润总额3396.51万元； 内部报酬率22%，动态回收周期6.65年。项目具有良好的经济效益。项目的风险主要来 自禽流感疫情，当前国内规模养殖蛋鸡对禽流感疫情防控技术成熟，风险可控。 关键词：蛋鸡农场 生态养殖 商业计划  II Abstract GD Food Co., Ltd. has been established for 20 years. It is a whole industry chain meat leisure food company which integrates R&D, production and sales. The company has more than 700 sets of automatic processing equipment and facilities, such as automatic thawing line, automatic brine line, efficient baking system, automatic numerical control water sterilization system, Rom X-ray machine detection system, semi-finished products and finished products automatic packaging system, etc. It is a leading food enterprise in poultry processing technology in Guangdong Province. At present, enterprises produce and process 1.2 million eggs a day. The eggs they need are mainly purchased from other provinces. The origin of the eggs is complex, and the quality of the eggs is difficult to be guaranteed. In order to ensure product quality and endorse the brand, a 1.5 million egg farming project was established to provide eggs from our own exclusive farm for the deep processing of eggs by GD Food Co., Ltd. in order to create a high-end "GD Egg Farm" factor brand with higher standards and stringent requirements. Before the implementation of the project, in order to let investors understand the project planning, financial indicators and development prospects, and also let project implementers understand and master the project planning and construction plan, the commercial plan of the GD egg farm project was studied. Firstly, this paper introduces the general situation of the GD Layer Farm Project and the situation of the sponsor company, so as to determine the positioning of the GD Layer Farm Project. Then the construction scale, construction planning, organization and operation of the project are elaborated. Based on the positioning of the project, the consumer market of leisure packaged and cooked eggs, which are processed by GD Food Co., Ltd., is investigated and analyzed qualitatively and quantitatively, and the marketing plan strategy is put forward. Then the financial benefit of GD laying hen farm project is estimated. By calculating the financial net present value and internal rate of return of the project, the sensitivity of single factor is analyzed to find out the sensitive factors which have a great influence on the evaluation results. Then the sensitivity of multiple factors is analyzed, the risk of the project is evaluated, and the preventive measures are put forward. The initial investment of this project is RMB 16189.4 million; after the project has been made up (the fourth year), the operating income for the year is 28.5 million Yuan, including the sales revenue of the eggs is 2565 million Yuan, the sales income of the layer-out layer is RMB 2,50.00 million Yuan, the annual operation cost is 24017.65 million Yuan, and the total cost is 25103.49 million Yuan; The total profit of the year (fourth year) is 3396.51 million  III Yuan, the internal return rate is 22%, and the dynamic recovery period is 6.65 years. The project has good economic benefit. The risk of the project is mainly from the avian influenza epidemic, and the current domestic scale culture is mature and the risk is controllable for the prevention and control technology of the avian influenza epidemic. Key Words: Laying hens farm，Ecological culture，Business Plan  IV 目 录 摘要 ............. I Abstract ........ II 图表清单 .... VII 第一章 绪 论 ............................. 1 1.1研究的背景和意义 ............. 1 1.2文献综述 ............................. 2 1.2.1商业计划书撰写方面 ... 2 1.2.2经营管理方面 ............... 2 1.2.3蛋鸡养殖与鸡蛋市场方面 .......................... 4 1.3研究的方法与内容 ............. 4 1.3.1研究方法 ....................... 4 1.3.2论文内容 ....................... 5 第二章 项目概况与发起公司优劣势 ........................ 6 2.1项目背景 ............................. 6 2.2项目总体规划 ..................... 7 2.2.1项目选址 ....................... 7 2.2.2项目建设规划 ............... 9 2.3项目发起公司优劣势 ....... 10 2.3.1 GD食品有限公司优势 ............................. 10 2.3.2 GD食品有限公司劣势 ............................. 13 2.4 发起公司对项目定位 ....... 15 2.4.1 进入上游养殖欧亿·体育（中国）有限公司 .... 16 2.4.2 为品牌建立自家农场 17 2.5 本章小结 ........................... 18 第三章 项目建设计划与运营管理 ........................ 19 3.1项目建设计划 ................... 19 3.1.1 建设布局 .................... 19 3.1.2 土建规划 .................... 20 3.1.3 设备方案 .................... 21  V 3.1.4 实施进度安排 ............ 21 3.2 环境影响与环保措施 ....... 22 3.2.1 环境影响 .................... 22 3.2.2 环境保护与治理措施 22 3.3 节能评价与节能措施 ....... 23 3.3.1 项目综合能耗情况 .... 23 3.3.2 综合节能措施 ............ 24 3.4 项目组织与管理 ............... 24 3.4.1 组织机构与职能划分 25 3.4.2 项目建成后治理模式 26 3.4.3技术培训 ..................... 26 3.5本章小结 ........................... 27 第四章 深加工产品消费市场分析与营销计划 ...... 28 4.1 项目产品分析 ................... 28 4.2 消费市场分析 ................... 29 4.2.1 市场消费结构分析 .... 30 4.2.2 消费行为特征分析 .... 31 4.2.3 消费需求期望分析 .... 35 4.2.4 功能蛋概念市场分析 36 4.2.5 消费人群画像分析 .... 37 4.3 营销计划 ........................... 39 4.3.1市场细分 ..................... 39 4.3.2目标市场选择 ............. 40 4.3.3市场定位 ..................... 40 4.3.4 销售策略 .................... 41 4.4 本章小结 ........................... 42 第五章 投资与财务效益分析 ... 43 5.1 投资计划 ........................... 43 5.1.1 总投资估算 ................ 43 5.1.2 建设投资估算 ............ 44  VI 5.1.3 流动资金估算 ............ 49 5.2 投融资计划与退出方式 ... 50 5.2.1 融资计划和资金使用计划 ....................... 50 5.2.2 退出方式 .................... 51 5.3 营业收入及成本估算 ....... 51 5.3.1 销售收入估算 ............ 51 5.3.2 单位产品生产成本估算 ........................... 51 5.3.3 项目总成本及经营成本估算 ................... 53 5.4项目的净现值和内部报酬率分析 .................. 54 5.5 本章小结 ........................... 56 第六章 风险分析及对策 ........... 57 6.1 基于单因素敏感性分析确定敏感性因素 ...... 57 6.2 基于多因素敏感性分析定量估测风险 .......... 58 6.3 风险防范对策 ................... 59 6.3.1禽流感的基本特点 ..... 60 6.3.2禽流感防范措施 ......... 60 6.4本章小结 ........................... 61 结论 .............. 63