无公害猪肉市场前景及销售的可行性报告1.doc

a chance to make a trip into space with my friend Li Yanping, an astronomer. We visited the moon in our spaceship!Before we leave, Li Yanping explained to me that the forece of the gravity would change three times on our journey and that the first change would be the most powerful. Then we were off. As the rocket rose into the air, we were pushed back into our seats because we were trying to escape the pull of the earths gravity. It was so hard that we could not say anything to each other. Gradually the weight lessened and I was able to talk to him. “ Why is the spaceship not falling back to the earth? On the earth if I fall from a tree I will fall to ground.” I asked. “ We are too far from the earth now to feel its pull, “ he explained, “ so we feel as if there is no gravity at all. When we get closer to the moon, we shall feel its gravity pulling us, but it will not be as strong a pull as the earths. “ I cheered up immediately and floated weightlessly around in our spaceship cabin watching the earth become smaller and the moon larger.When we got there, I wanted to explore immediately. “ Come on,” I said. “ If you are right, my mass will be less than on the earth because the moon is smaller and I will be able to move more freely. I might even grow taller if I stay here long enough. I shall certainly weigh less!” I laughed and climbed down the steps from the spaceship. But when I tried to step forward, I found I was carried twice as far as on the earth and fell over. “ Oh dear,” I cried, “ walking does need a bit of practice now that gravity has changed.” After a while I got the hang of it and we began to enjoy ourselves.Leaving the moons gravity was not as painful as leaving the earths. But returning to the earth was very frightening. We watched, amazed as fire broke out on the outside of the spaceship as the earths gravity increased. Again we were pushed back hard into our seats as we came back to land. “ That was very exhausting but very exciting too,” I said. “Now I know much more about gravity! Do you think we could bisit some stars next time?” “Of course,” he smiled, “ which star would you like to go to?”Caught by a black holeThe spaceship warned Li Yanping and me to be ready as we were approaching the “black hole”. We could see some faint lights around what looked like an empty space. Li Yanping said, “ That empty hole is like a mouth always needing to be fed. Those lights are thins that are being pulled into time by the gravity of the hole.” We watched with interest and amazement at the lights which seemed to be going fainter and fainter round the edge of the black hole. Just then the lights on our spaceship went our the and the computer stopped working. What was happening? I tried to turn the spaceship away from the hole but it would not move. Would it eat us too?Suddenly the spaceship jumped and began to move round the edge of trhe hole too. The gravity of the “black hole” was pulling us into its “mouth”. As the spaceship moved round the black hole, I felt rather sick. My mouth went dry and I closed my eyes. All the stories about what happened when you were caught by the gravity of a “black hole” seem to be true.But then the spaceship jumped again. This time it moved sideways and away from this edge of the “black hole”. Someone watching me would have seen the spaceship flying like a bird away from the “black hole”. But we felt nothing. At last we were able to look around us. Luckily the computer had started working again. We realized that we had discovered something new about “black hole”. If you go inside the edge of a “black hole”, it will “eat” you and there is no escape; but if you do not, you may have an opportunity to escape. How exciting!Unit 5A trip on “ The True North”Li Daiyu and her cousin Liu Qian were on a trip to Canada to bisit their cousins in Montreal on the Atlantic coast. Rather than take the aeroplane all the way, they decided to fly to Vancouver and then take the train west to east across Canada. The though that they could cross the whole continent was exciting.Their friend, Danny Lin, was waiting at the airport. He was going to take them and their baggage to catch “The True North”, the cross Canada train. On the way to the statiion, he chatted about their trip. “Youre going to see some great scenery. Going eastward, youll pass mountains and thousands of lakes and forests, as well as wide rivers and large cities. Some people have the idea that you can cross Canda in less than fice days, but they forget the fact that Canada is 5500 kilometers from coast to coast. Here in Vancouver, youre in Canadas warmest part. People say it is Canadas most beautiful city, surrounded by mountains and the Pacific Ocean. Skiing in the Rocky Mountains and sailing in the harbour make Vancouver one of Canadas most popular cities to live in. Its population is increasing rapidly. The coast north of Vancouver has some of the oldest and most beautiful forests in the world. It is so wet there that the trees are extremely tall, some measuring over 90 metres.”That afternoon aboard the train, the cousins settled down in their seats. Earlier that day, when they crossed the Rocky Mountains, they managed to catch sight of some mountain goats and even a grizzly bear and an eagle. Their next stop was Calgary, which is famous for the Calgary Stampede. Cowboys from all over the world come to compete in the Stampede. Many of them have a gift for riding wild horses and can win thousands of dollars in prizes.After two days travel, the girls began to realize that Canada is quite empty. At school, they had learned that most Canadians live within a few hundred kilometres of the USA border, and Canadas population is only slightly over thirty million, but now they were amazed to see such an empty country. They went through a wheat-growing province and saw farms that covered thousands of acres. Afrer dinner, they were back in an urban area, the busy port city of Thunder Bay at the top of the Great Lakes. Because of the Great Lakes, they learned, Canada has more fresh water than any other country in the world. In fact, it has one-third of the worlds total fresh water, and much of it is in the Great Lakes.That night as they slept, the train rushed across the top of Lake Superior, through the great forests and southward towads Toronto.“The True North” from Toronto to MontrealThe next morning the bushes and maple trees outside their window were red, gold and orange, and there was frost on the ground, confirming that fall had arrived in Canada.Around noon they arrived in Toronto, the biggest and most wealthy city in Canada. They were not leaving for Montreal until later, so they went on a tour of the city. They went up the tall CN Tower and looked across the lake. In the distance, they could see the Misty cloud that rose from the great Niagara Falls, which is on the south side of the lake. The water flows into the Niagara River and over the falls on its way to the sea.They saw the covered stadium, home of several famous basketball teams. As they walked north from the harbour area, Li Daiyu said, “Lin Fang, one of my mothers old schoolmates, lives here. I should phone her from a telephone booth.”They met Lin Fei around dusk in downtown Chinatown, one of the three in Toronto. Over dinner at a restaurant called The Pink Pearl, the cousins chatted with Lin Fei, who had moved to Canada many years earlier. “We can get good Cantonese food here,” Lin Feitold them, “ because most of the Chinese people here come from South China, especially Hong Kong. Its too bad you cant go as far as Ottawa, Canadas capital. Its approximately four hundred kilometers northeast of Toronto, so it would take too long.”The train left late that night and arrived in Montreal at dawn the next morning. At the station, people everywhere were speaking French. There were sighs and ads in French, but some of them had English words in smaller letters. “We dont leave until this evening,” said Liu Qian. “Lets go downtown. Old Montreal is close to the water.” They spent the afternoon in lovely shops and visiting artists in their workplaces beside the water. As they sat in a Buffet restaurant looking over the broad St Lawrence River, a young man sat down with them.“Hello, my name is Henri. Im a student at the university nearby,” he said,” and I was wondering where you are from.” The girls told him they were on a trp across Canada and that they had only on day in Montreal. “Thats too bad,” he said. “Montreal is a city with wonderful restaurants and clubs. Most of us speak both English and French, but the city has French culture and traditions. We love good coffee, good bread and good music.”That night as the transfer was speeding along the St Lawrence River toward the Gulf of St Lawrence and down to the distant east coast, the cousins dreamed of French restaurants and red maple leaves.Iqaluit the frozen townThe reporter, Beth Allen, arrived in a northern community called Iqaluit in Nunavut. Nunavut was created in 1999 as a special area for Inuit people. Its name means “Our Land” in their language. It is in the farthest northeastern area of Canada, north or the Arctic Circle, and is very cold the average witer temperature in Nunavut is 35 degrees below zero.Beth said, “ I knew it would be could in January, but not this cold! Maybe there is a dog sled that can take me into town.”The quiet man who had been on the plane with her said, “Ill take you into town, but I dont hace a dog sled. Most people only use the dogs for competitions, why are you visiting Iqaluit?”Beth answered, “ Im writing a story for my newspaper about Iqaluit wed like to advertise it as a holiday place, but I think its too cold.”The man laughed. “My name is Simon and I am Inuit,” he said. “I think its too far north here for holidays but more and more tourists are coming. They like ice fishing and photographing polar bears. I star as far away from polar bears as possible. I like my warm office and my warm house.”“Im business man. My grandfather would live in ice houses when he hunted in winter, but not so many people do that now. the old men used to make one in a few hours. They used to live in skin tents in summer the tents were easy to move so the people could follow the animals.”A few minutes later they arrived in Iqaluit, a town with a population of 6000, on Simons snowmobile. It was two oclock in the afternoon, but it was already dark, and all the houses shone with bright lights. Beth said, “ Why is it so dark? Its the middle of the day!”Simon replied, “Its dark in the day because we are so far north. You should come in June. The sun shines all night in the north then. Thats why its called The Land of the Midnight Sun.” There were people on the streets and snowmobiles everywhere. There were even a few dog teams.必修四Unit 1A STUDENT OF AFRICAN WILDLIFEIt is 5:45 am and the sun is just rising over Gombe National park in east Africa.Following Janes way of studying chimps,our group are all going to visit them in the forest.Jane has studied these families of chimps for many years and helped people understand how much they behave like humans. Watching a familyof chimps waking up is our first activity of the day. This means going back to the place where we left the family sleeping in a tree the night before.Everybody sits and waits in the shade of the trees while the family begins to wake up and move off.Then we follow as they wonder into the forest.Most of the time,chimps either feed or clean each other as a way of showing love in their family.Jane worns us that our grou is going tobe very tired and dirty宏远牌“无公害猪肉”市场前景及销售的可行性报告 目前在整个中国的市场上，许多食品的质量和卫生状况令人堪忧。由于食品质量的不合标准和不洁引起的中毒和死亡事件时有发生，广大消费者忧心之极，非常渴望一种安全、卫生、环保、健康的无公害食品的出现，很多有识之士和企业集团，都将注意集中到了开发这类新产品热点上，以求造福亿万消费者，从而挤身于这巨大的商机之中。我们宏远生物工程公司以微生物在农业上的运用为方向，已取得国家AA级绿色食品生产资料认定。为了适应目前推崇的无污染、无公害食品的发展方向，使我公司微生物制剂产品取得更大的市场，和持续发展，我们欲开发一种较为实际的新产品“无公害健康猪肉”，尝试在饲养过程中控制抗菌素、激素等其它物质的添加，使肉品的品质基本达到欧洲共同体国家市场标准，质量品质全部达到农业部颁部的“无公害猪肉”的标准。创建宏远牌肉品的品牌，以寻求新的利润增长点，调整我公司现有的产品结构模式和侧重方向，形成与目前产品互为倚角共同发展的势态。在“无公害猪肉”的营销模式上，我们试图以一种全新的，且目前在新产品开发时较为盛行的模式。即：控制、监督饲养、封闭管理、定点销售，建立市场，打造绿色第一品牌，带动清洁、卫生、健康食品的消费市场的有序发展。这种开发新产品的营销模式，可以节省开发资金，放弃繁杂薄利的环节，使得有利于建立自己的市场，并打造好自己的品牌，提高新产品上市的成功率。为了使我们的设想更加具体化，以及使可行性方案更加贴进实际，我们对广州市内猪肉销售的流通环节和终端消费市场，进行了较为仔细的市场调查。我们期望的是，通过调查，摸清市场的需求，和市场同类产品的结构，以及大多数市民的消费方式，和大致的消费承受能力。以期找到与我们公司现有的人力与财力资源及技术状况和市场适应能力相符合的新产品品牌，建立营销模式，为我们的新产品在市场上占领一席之地并赢得持续发展，最终能获取丰厚的利润回报。经过一个月对广州市的政府各职能部门，各检疫检验部门，各定点屠宰场和几家相关的科研机构以及广州市近五十家不同地点分布的各超级市场及肉菜市场的各项指标的调研，基本达到了我们设想的要求，初步确立了“无公害健康猪肉”的基本市场营销模式。综合本次市场调研的各项数据，我们认为：我公司完全有能力开发好宏远牌的“无公害猪肉”，基本可在当月赢利，且市场前景非常远大。假以时日，我们还可将宏远牌的“无公害健康猪肉”推向珠江三角洲地区，继而发展成为全国性的品牌。并为下一步，将其品质、提高到绿色食品的档次并连动开发蔬菜、水果、大米等系列产品，从而更进一步带动我们公司生产的微生物产品的长足持续发展。由此看来，其前景将会十分美好！一、基本情况及分析上月五月九日起，我们新产品开发调研小组开始工作，在壹个月的时间里，在借鉴了公司在开发本产品前几次工作的基础上，我们对新产品所要涉及的领域有目的性地进行了较为仔细的工作。调研中我们看到，目前，在整个中国的肉食品供应市场上，肉食品种类繁多，目前市场上的“放心肉”和“安全肉”所能达到的指标是：优点：1 为定点屠宰的猪肉；2 无传染病；3 猪肉没有注水：缺点：1 猪肉来源和饲养过程不清楚；2 对猪肉中是否有抗生素和“瘦肉精”及其它有害物质残留不清楚，没有检测；3 屠宰后没经过冷藏保鲜；4 运输过程是敞开式的，不合乎卫生标准；所以说，目前市场上的“放心肉”，“安全肉”本质上是传统的面临淘汰的热鲜肉，并不能真正保证消费者的安全，仅此而已。目前全国各类肉制品加工总量约为200多万吨，约占肉类总产量的4%左右，冷却加工肉还处于起步阶段，市场上90%以上还是热鲜肉，（包括已推出的所谓“安全肉及放心肉”）而发达国家肉制品的产量平均要占肉类总产的30%40%，在欧洲和日本高达70%，而生鲜肉品普遍实行冷却分割，冷链运销。而在我国由于技术水平相对落后，经营企业对质量、安全、卫生意识较差，在质量监控和冷却分割和冷链运销上几乎没有实行。 在对肉品中抗生素、“瘦肉精”以及其它物质的含量上，欧盟各国及日本都有较高的要求，按目前我国的环境和饲养水平以及疫病的防治与治疗水平的要求与其并肩还有极个别指标，暂难以达到。我们公司这次开发的猪肉产品，执行中华人民共和国农行部行业标准NY50292001 无公害食品猪肉标准，此标准是在2001年10月起实施的，目前国内还没有企业参照此标准进行猪肉生产和销售。我们欲开发的“无公害健康猪肉”采用的标准是目前国内占领先地位的，就是与欧洲共同体等先进国家所采用的标准也基本相同。无公害健康猪肉的特点：1 在选定的生猪饲养场从乳猪开始进行监督饲养；2 严格控制喂养饲料和添加剂的成分；3 严格控制疫病的防治和治疗过程中抗生素的用法和用量；4 严格的定期对各项指标的抽查和检验；5 严格的饲养档案建立制度；6 严格的屠宰，冷藏、保鲜分割和包装管理；7 严格的全封闭式冷链配送；8 全指标的检验；9 代表国际先进成果的小包装冷却保鲜猪肉；通过比较，我们认为目前我们开发的猪肉品质标准与欧盟标准是基本一致的，在中国甚至在世界上许多发达国家来看，都属于很高层次的产品。在消费者市场的调查上，我们通过在不同社区环境的超市做了小范围的市场调查，约有60%以上的被调查者知道猪肉中有害物质残留对身体有很大危害（主要表现在对“瘦肉精”）年轻人的可知比率更达70%以上。80%以上的消费者对无公害食品非常欢迎，并愿意购买，其中大多数人对价格稍高也持肯定态度。价格涨幅在30%40%的接受率，在被调查人中约占60%。在调查中发现，平均一个三口之家，一天猪肉消费量约在500g左右，如以6元/500g的平均价计算，价格涨幅按35%计算，每天约增消费2元，一个月每个家庭多支出60元。这对于一般家庭来说都是完全可以接受的。通过调查可以看出广大消费者是乐于接受也可以接受无公害食品的，引借中国食品报的一句话：绿色及清洁无公害健康食品是保证中国经济持续发展的一块基石。二、商业运作1） 品牌的打造与宣传2） 牲猪的监督饲养3） 运输4） 屠宰与冷藏分割5） 冷链配送入市6） 销售回款1） 品牌的打造与宣传。在宣传和推广我们所欲推出的宏远牌“无公害猪肉”品牌时，一定要重点明示何为“无公害猪肉”，说明要清楚简明，要通俗地指出“无公害猪肉”与当前市面上的肉品及所谓“放心肉”和最近可能推出的“安全肉”的区别。要设法利用一些典型事件为楔点，用新闻的方式在主要报刊上反证，及时切入我们的产品，以达到宣传我们品牌的目的。要在发行量很大的报纸如：羊城晚报、广州日报、南方都市报上面介绍我们的产品和生产的全过程，特别要注意，报道的着重点是饲养环境，饲料的特选，疫病的防治，以及屠宰场所及冷冻保鲜分割，储藏，冷链运输及包装的全过程。籍以说明我们对质量全程控制的科学性和严格性。还要争取我们的产品上市前，在电视上的黄金时段连续播出一星期。我们除了在产品推介的前台做足百分百外，还要组织一些食品及养殖类专家撰文，以学术文章的方式侧面进行产品推介，为了提高产品的可信度，我们所选的质量检测部门一定要具有代表性和权威性。在力争以上做好的情况下，如能争取到保险公司的质量保证，那幺，我们入市前的推广工作就基本园满了。整个宣传工作我们将会选定一媒体策划机构进行专门策划，以期达到我们的各项目标。如果我们在此间能找到一个或几个，诸如驻港部队这样的，在社会上有影响的单位，进行我们品牌猪肉的特许供应，除了对提高我们品牌的知名度外，对我们进入销售环节后的工作也会有很大的益处。2） 牲猪的监督饲养在这环节上做的好坏，将会直接影响到我们后续工作的开展，并直接影响到我们品牌的信誉，和我们的品牌是否能够在市场站稳脚跟和持续发展的问题。1 为了提高我们产品的可信度，在产品开发和入市初期，我们拟将牲猪饲养的场地选在广东省某地，我们将聘请饲养专家和农科院畜产业教授，亲临现场为我们提供专家建议和可行性评估，以期在饲养场的环境水源、有无工业污染、有无现定的疫情地区等方面，和其它各项条件能否达到我们产品所需的各项条件。2 牲猪饲养场选定后，我们将协同饲养专家针对我们产品的品质要求制订专门饲养饲料，做好饲料添加剂的选择以及定出疫病的防治办法，以及整个饲养监督程序的建立，和各种措施的可行性评估。3 建立和建全牲猪饲养档案，详细记录每头猪的品种来源，记录从乳猪饲养，到出栏，直至宰杀的全过程，其中包括饲养饲料的记录与疫病防治用药的记录，已便使猪肉品质控制在最优状态，并为后续饲养提供经验和检验依据，并使各种所需数据有案可查。4 每个饲养场我们将配备一名质量监督员，在每个选定的饲养场我们将与之签订详细的饲养收购合同书，详细注册双方的各种责任以及双方义务及处罚赔偿条款，要求饲养场严格按我们与之共同选取的饲料和饲料添加剂进行饲养，严格控制各种抗生素的使作方法和用量，执行各种饲养程序，并配合我们的驻场监督员，进行档案的建立。5 按要求在饲养中每月例行尿检查，在牲猪出栏前十天进行全面质量抽检，使生猪出栏时理化指标全部达到标准。6 出栏牲猪重量选定在 97kg左右。3） 运输根据市场需要及时组织运输。在组织运输的过程中严格执行运输规程：1合理的运输时间，合适的运输路线，合理的中途喂养。2运输选择在傍晚天气阴凉之时，以免天气过热，还要选择避开运输道路上的繁忙时段，以免运时过长。增加运输过程的生猪掉磅，以及运输过程中牲猪的中暑死亡。4 还要设置运途之中给牲猪适当的补水程序，以免牲猪缺水，造成尿液回流影响猪肉的品质和口感。5 做好与屠宰时间的合理对接，做到猪到即宰，以免造成其它不必要的损失。4） 屠宰与冷藏分割及包装按市场销售计划及时组织好牲猪运输和宰杀，根据配送时间，定好牲猪宰杀时段。现我们已与广州市天河屠宰加工厂谈定了合作方案。该厂位于广汕路上距广州市区约15km，是九十年代末新建的生猪宰杀加工场所，为广州市政府的屠宰定点厂之一，环境及设备设施一流，还有较为完善的待宰饲养场。另外该厂还有完善的目前在国内领先的牲猪宰杀处理设备，和冷冻冷藏保鲜设备和无菌冷冻保鲜分割设备，目前该厂的设备和技术在广州市是最好的，完全能够保证我们品牌猪肉的外在要求。经过多次综合分析，我们拟决定，定点广州市天河内联厂为我们产品的屠宰、分割、冷藏保鲜，包装、配送中心。并暂以此厂为基地，积极创建适应国内以及国际竞争要求的现代营销、加工、配送体系。我们根据市场调查中获取的资料，和目前流行的消费方式，根据肉类商品的特性采用 350g500g的小包装并特选无公害的纸托加保鲜膜为外包装，过磅后贴上我们产品的特有商标。经4小时冷藏后出厂。在此过程中，我们将派一名驻厂协调员，协调和监督厂家在执行我们品牌肉品在屠宰和保鲜分割工序中的执行情况。有以上几个方面足以保证我们的产品在这个环节的质量。5） 冷链配送入市我们根据市场调查发现，在超市中购买食品的高峰时段为：上午： 10：30 12：00下午： 5：00 晚 8：00我们配货进超市的时间，订在早晨10：00以前，及下午5：00以前，以减少肉品在超市的摆放时间，可防止过期减价处理。第一批拟进入广州1315家超市，因超市在广州分布面广，为了适时配送肉品进入超市，在超市8：30开门后应在1个半小时内全部将货配送完毕，配备冷藏运送车两辆，这样不光能按要求保证肉品的冷链运送，还能减短运送时间，保证肉品新鲜，防止肉品的交叉污染。及时向市场提供安全、优质、营养、无公害的肉类食品，并提高我们品牌的信誉度。6） 销售回款在我们产品进入超市后，我们将在每个超市配备一个促销人员，进行现场促销活动，并做好顾客意见的反馈和收集，并负责回馈货物销售情况，以便配送中心及时补充货源。配送中心及时按销售情况及时催收货款回笼到公司帐户。二、销售成本和利润的分析收购生猪每头以100公斤计：收购成本：100公斤7元/公斤=700元（7元/公斤为广州市生猪收购价）屠宰后猪胴体肉重：100公斤0.82=82公斤（0.82为屠宰系数）a.瘦肉全重：82公斤0.65=53公斤（0.65为瘦肉率）b.可分割单列瘦肉重: 53公斤0.5=26.5kg (0.5为可分离瘦肉系数)c.不能完全分割瘦肉重: 5326.5=2.5kgd .肥肉重: 10kg e.上杂重:心=0.3 肝=2 肾=0.25 肚=1 肺(不计)f.骨重: 排骨 4 ; 龙骨 4; 大骨 5.h. 头重不计 按5元收购.如以广州市场上普通热鲜肉的价格术算：可分割单列瘦肉： 26.515元/=397.5元不能完全分割瘦肉价：26.510元/=265元肥肉：108元/=80元上杂：0.320元/29元/0.2550元/130元/=66.5元下杂： 12元骨头：418元/410元/54元/=132元猪头： 5元以上共计： 953元按国家规定屠宰费（含税及杂费）45元/头。在不计税收、人员工资等如以广州市场价销售可获毛利：953元（700元45元）=208元当我们以“无公害猪肉”的品牌，经过冷却保鲜和分割包装后，每公斤价格可比市面上普通猪肉高出约2元，如以此价格计算则实际毛利应为：分割损耗：2%分割后猪胴体实重 82（822%）=80.36如按每公斤肉价格平均高出普通肉价4元计算：804元/=320元320元208元元超市扣佣4.5%（953元+320元）4.5%=57.28元528元57.28元=470.72元不计税及工资和其它费用，每头猪销售完毕后实际毛利为：470元。我们初定进入超市15家，如每家超市在我们初期以每店销售1.5头计，则每日销售量为：151.5头=22.5头每日售销利润为：22.5 头470元/头=10575元。每月以30日计，则月销售收入为：10575元30=317250元如果通过宣传和有力促销完全可以达到日销50头的水平（广州市）。每年毛利润则可达到：503012470元=8460000元。现时我们的牲猪收购以广东省为主，一旦时机成熟，我们将收购重点转移到湖南，这样的利润将还可在现在基础上提高8%。三、开发产品所需资金和设备。我们产品为了提高品牌档次，适应国际上和国