什邡板鸭生产创业计划书-工商管理专业论文.docxVIP

摘要摘要四川是我国西部大省同时也是中华饮食文化的重要发源地之一，四川饮食以 其独特的风味而名扬全国。川西特色食品——“什邡板鸭”历史悠久，风味独特， 系川菜佳品。笔者从小生活在“什邡板鸭”的发源地——什邡市，对家乡的特产具有深厚 的感情。十多年来，我对什邡板鸭的市场变化进行了长期的观察，亲身感受到市 场经济对什邡板鸭行业的冲击。曾经享有美誉，名扬省内外，深受顾客喜爱的什 邡板鸭近年来在消费者心目中的地位正渐渐被一些新兴的腌卤熟食品牌所替代， 怎样发掘和保护这一宝贵的美食品牌资源成为摆在全体什邡人面前的一道课题， 同时也让人看到其中所蕴含的商机。什邡地区是中国西部最大的种鸭繁殖和商品鸭饲养基地，拥有从鸭苗繁殖、 疾病防治、饲料加工、成鸭养殖到产品销售一条龙的完整产业链。笔者和家人从 事鸭子养殖经营 11 年，在鸭苗的选育，防病治病，大批量饲养控制等方面具有独 到的技术和见解。MBA 课程的学习，激发了我创业的理想，我决心抓住市场机遇， 探索什邡板鸭产业：养殖，加工，销售一体化经营的道路，从质量控制入手，对 什邡板鸭的整个生产过程进行现代化改造，开展什邡板鸭的生产工艺开发和品牌 资源保护，以优秀的板鸭产品重新唤起消费者对什邡板鸭的厚爱，以规模生产和 品牌营销来创造丰厚利润。本论文以创业为目标，在什邡板鸭的配方挖掘，原料生产，板鸭制作，成本 控制，市场推广，渠道建设，销售模式，资金运作等方面做了大量调查研究，从 市场实际出发，通过亲身实践,对创建“四川什邡莹华山食品有限公司”，开展什邡 板鸭生产经营的可行性进行了详细分析，取得了一定成果，并以此作为下一步创 业的有用参考。关键词：什邡板鸭，创业，营销管理AbstractAbstractAs a big province in western China, Sichuan is also one of the cradleland of Chinese food. With its special taste, Sichuan food spread its fame all over the country.Shifang Flate Duck is a kind of salted duck processed by Chinese traditional way. For its special taste and long history, the Flate Duck has become one of the most famous local specialty of Sichuan province and also a delicacy of Chinese food.From childhood, the author lives in the Flate Duck’s Birthplace -Shifang City, and have deep feelings to the special foods in home town. Observing the market for more than ten years, and seeing how the tidal wave of market economy impacts upon the Flate Duck industry, made author to think a lot.Although, it had possessed a good reputation, and spread fame all the nation, today ，the Flate Duck could not attract the customer’s eyes any more. The traditionalmarket of this specail food has been gradually occupied by some newly competitor. It’s really a pity to find that Flate Duck’s market has becoming smaller and smaller.How to advance this delicious food and how to protect such a precious original brand has been an urgent task coming to face, in one hand, it is a hard work, in the other hand, it contains plenty of business chances in this meaningful wo