2100噸蘋果氣調(diào)庫擴建項目可研報告

1、conversation. a new play is coming to the globe soon, i said. will you be seeing it ? no, she answered. will you be spending your holidays abroad this year ? i asked. no, she answered. will you be staying in england? i asked. no, she answered. in despair, i asked her whether she was enjoying her din

2、ner. young man, she answered, if you ate more and talked less, we would both enjoy our dinner ! lesson41 do you call that a hat? 你把那個叫帽子嗎？do you call that a hat ? i said to my wife. you neednt be so rude about it, my wife answered as she looked at herself in the mirror. i sat down on one of those mo

3、dern chairs with holes in it and waited. we had been in the hat shop for half an hour and my wife was still in front of the mirror. we mustnt buy things we dont need, i remarked suddenly. i regretted saying it almost at once.you neednt have said that, my wife answered. i need not remind you of that

4、terrible tie you bought yesterday. i find it beautiful, i said. a man can never have too into the cave hoping to find buried treasure. the leader of the party was examining the soil near the entrance to the cave when the machine showed that there was gold under the ground. very excited, the party du

5、g a hole two feet deep. they finally found a small gold coin which was almost worthless. the party then searched the whole cave thoroughly but did not find anything except an empty tin trunk. in spite of this, many people are confident that the revealer may reveal something of value fairly soon.less

6、on56 faster than sound! 比聲音還快！once a year a race is held for old cars. a lot of cars entered for this race last year and there was a great deal of excitement just before it began. one of the most handsome cars was a rolls-royce silver ghost. the most unusual car was a benz which had only three wheel

7、s. built in 1885, it was the oldest car taking part. after a great many loud explosions, the race began. many of the cars broke down on the course and some drivers spent more time under their cars than in them ! a few cars, however, completed the race. the winning car reached a speed of forty miles

8、an hour-much faster than any of its rivals. it sped downhill at the end of the race and its driver had a lot of trouble trying to stop it. the race gave everyone a great deal of pleasure. it was very different from modern car races but no less exciting. lesson57 can i help you, madam? 你要買什么，夫人？a wom

9、an in blue jeans stood at the window of an expensive shop. though she hesitated for a moment, she finally went in and asked to see a dress that was in the window. the assistant who served her did not like the way she was dressed. glancing at her scornfully, he told her that the dress was sold. the w

10、oman walked out of the shop angrily and decided to punish the assistant next day. she returned to the shop the following morning dressed in a fur coat, with a handbag in one hand and a long umbrella in the other. after seeking out the rude assistant she asked for the same dress. not realizing who sh

11、e was, the assistant was eager to serve her this time with great difficulty, he climbed into the shop window to get the dress. as soon as she saw it, the woman said s many ties.and a woman cant have too many hats, she answered.ten minutes later we walked out of the shop together. my wife was wearing

12、 a hat that looked like a lighthouse !lesson42 not very musical 并非很懂音樂as we had had a long walk through one of the markets of old delhi, we stopped at a square to have a rest. after a time, we noticed a snake-charmer with two large baskets at the other side of the square, so we went to have a look a

13、t him. as soon as he saw us, he picked up a long pipe which was covered with coins and opened one of the baskets. when he began to play a tune, we had our first glimpse of the snake. it rose out of the basket and began to follow the movements of the pipe. we were very much surprised when the snake c

14、harmer suddenly began to play jazz tunes and modern pop songs. the snake, however, continued to dance slowly. it obviously could not tell the difference between indian music and jazz!lesson43 over the south pole 飛越南極in 1929, three years after his flight over the north pole, the american explorer, r.

15、 e. byrd, successfully flew over the south pole for the first time. though, at first, byrd and his men were able to take a great many photographs of the mountains that lay below, they soon ran into serious trouble. at one point, it seemed certain that their plane would crash. it could only get over

16、the mountains if it rose to 10,000 feet. byrd at once ordered his men to throw out two heavy food sacks. the plane was then able to rise and it cleared the mountains by 400 feet. byrd now knew that he would be able to reach the south pole which was 300 miles away, for there were no more mountains in

17、 sight. the aircraft was able to fly over the endless white plains without difficulty. lesson44 through the forest 穿過森林mrs anne sterling did not think of the risk she was taking when she ran through a forest after two men. they had rushed up to her while she was having a picnic at the edge of a fore

18、st with her children and tried to steal her handbag. in the struggle, the strap broke and, with the bag in their possession, both men started running through the trees. mrs sterling got so angry that she ran after them. she was soon out of breath, but she continued to run. when she caught up with th

19、em, she saw that they had sat down and were going through the contents of the bag, so she ran straight at them. the men got such a fright that they dropped the bag and ran away. the strap needs mending, said mrs sterling later, but they did not steal anything.lesson45 a clear conscience 問心無愧the whol

20、e village soon learnt that a large sum of money had been lost. sam benton, the local butcher, had lost his wallet while taking his savings to the post-office. sam was sure that the wallet must have been found by one of the villagers, but it was not returned to him. three months passed, and then one

21、morning, sam found his wallet outside his front door. it had been wrapped up in newspaper and it contained half the money he had lost, together with a note which said: a thief, yes, but only 5o per cent a thief! two months later, some more money was sent to sam with another note: only 25 per cent a

22、thief now! in time, all sams money was paid back in this way. the last note said: i am 100 per cent honest now!lesson46 expensive and uncomfortable 既昂貴又受罪when a plane from london arrived at sydney airport, workers began to unload a number of wooden boxes which contained clothing. no one could accoun

23、t for the fact that one of the boxes was extremely heavy. it suddenly occurred to one of the workers to open up the box. he was astonished at what he found. a man was lying in the box on top of a pile of woollen goods. he was so surprised at being discovered that he did not even try to run away. aft

24、er he was arrested, the man admitted hiding in the box before the plane left london. he had had a long and uncomfortable trip, for he had been confined to the wooden box for over ten hours. the man was ordered to pay &345 for the cost of the trip. the normal price of a ticket is &230 !lesson47 a thi

25、rsty ghost 嗜酒的鬼魂a public house which was recently bought by mr ian thompson is up for sale. mr thompson is going to sell it because it is haunted. he told me that he could not go to sleep one night because he heard a strange noise coming from the bar. the next morning, he found that the doors had be

26、en blocked by chairs and the furniture had been moved. though mr thompson had turned the lights off before he went to bed, they were on in the morning. he also said that he had found five empty whisky bottles which the ghost must have drunk the night before. when i suggested that some villagers must

27、 have come in for a free drink, mr thompson shook his head. the villagers have told him that they will not accept the inn even if he gives it away. lesson48 did you want to tell me something? 你想對我說什么嗎？dentists always ask questions when it is impossible for you to answer. my dentist had just pulled o

28、ut one of my teeth and had told me to rest for a while. i tried to say something, but my mouth was full of cotton-wool. he knew i collected birds eggs and asked me whether my collection was growing. he then asked me how my brother was and whether i liked my new job in london. in answer to these ques

29、tions i either nodded or made strange noises. meanwhile, my tongue was busy searching out the hole where the tooth had been. i suddenly felt very worried, but could not say anything. when the dentist at last removed the cotton-wool from my mouth, i was able to tell him that he had pulled out the wro

30、ng tooth. lesson49 the end of a dream 美夢告終tired of sleeping on the floor, a young man in teheran saved up for years to buy a real bed. for the first time in his life, he became the proud owner of a bed which had springs and a mattress. because the weather was very hot, he carried the bed on to the r

31、oof of his house. he slept very well for the first two nights, but on the third night, a 彬縣圣果果品有限責任公司二期2100噸蘋果氣調(diào)庫擴建項目可 行 性 研 究 報 告陜西省農(nóng)業(yè)工程勘察設(shè)計院二0一一年六月目 錄第一章 總論 4項目提要4第一節(jié) 可行性研究報告編制依據(jù) 6第二節(jié) 綜合評價和認證結(jié)論 6第二章 項目背景及必要性 8第一節(jié) 項目背景 8第二節(jié) 項目建設(shè)的必要性10第三章 市場分析與銷售方案 15第一節(jié) 市場分析15第二節(jié) 銷售方案 18第四章 建設(shè)條件 20第一節(jié) 項目建設(shè)地點選擇20第二節(jié)

32、 項目區(qū)概況20第三節(jié) 項目實施的有利條件22第五章 建設(shè)單位的基本情況 25第一節(jié) 公司簡介25第二節(jié) 技術(shù)來源25第六章 項目建設(shè)方案 27第七章 項目實施進度安排 31第八章 生產(chǎn)技術(shù)方案及工藝流程 32第九章 投資估算與資金籌措 36第十章 財務(wù)評價 38第十一章 環(huán)境影響評價42第一節(jié) 項目建設(shè)及生產(chǎn)對環(huán)境的影響42第二節(jié) 環(huán)境保護與治理措施43第三節(jié) 環(huán)境影響評價44第十二章 項目組織與管理45第一節(jié) 項目實施的組織管理45第二節(jié) 項目建成后的運行管理46第十三章 可行性研究結(jié)論與建議49 附 表：1、財務(wù)評價主要數(shù)據(jù)與指標匯總表2、建設(shè)投資估算表2-1、土建投資估算表2-2、設(shè)備

33、投資估算表2-2-1、2100噸氣調(diào)庫及配套設(shè)備清單3、流動資金估算表4、資金籌措與使用計劃表5、總成本費用估算表6、固定資產(chǎn)折舊、無形資產(chǎn)和其他資產(chǎn)攤銷估算表7、利潤及利潤分配表7-1、營業(yè)收入、營業(yè)稅金及附加和增值稅估算表8-1、項目投資現(xiàn)金流量表8-2、項目資本金現(xiàn)金流量表第一章 總 論第一節(jié) 項目提要一、 項目名稱彬縣圣果二期2100噸蘋果氣調(diào)庫擴建項目二、 建設(shè)性質(zhì)擴建三、 項目建設(shè)單位、法人代表、所有制形式項目建設(shè)單位：彬縣圣果果品有限責任公司法人代表：潘軍強四、 項目建設(shè)地點、內(nèi)容與規(guī)模1、 建設(shè)地點：彬縣西坡鄉(xiāng)西坡街2、 內(nèi)容與規(guī)模（1） 土建工程生產(chǎn)性土建工程：擴建2100噸

34、氣調(diào)庫，庫體1000m2，月臺520m2，制冷站120m2，機修車間。公用配套工程土建：新建辦公樓276 m2，蓄水池204m3，交配電房80 m2，地磅房、門房等40 m2，廠區(qū)消防建設(shè)，新修道路2200 m2。（2） 儀器設(shè)備生產(chǎn)設(shè)備：2100噸蘋果氣調(diào)庫及配套設(shè)備1套。公用配套設(shè)備：辦公設(shè)備1套。五、 建設(shè)期：6個月六、 投資規(guī)模及資金構(gòu)成 項目總投資949.93萬元，包括建設(shè)投資689.29萬元，鋪底流動資金260.64萬元。七、 資金籌措 本項目企業(yè)自籌資金449.93萬元，申請項目扶持資金100.00萬元。八、 主要技術(shù)經(jīng)濟指標序號指 標單位數(shù)量備 注一達產(chǎn)年產(chǎn)量1庫存蘋果噸210

35、02鮮蘋果噸5000二達產(chǎn)年銷售收入萬元5800.00三財務(wù)評價1年均銷售收入萬元5568.572年均銷售稅金及附加萬元17.093年均總成本萬元4334.844年均利潤總額萬元616.645年均所得稅萬元104.166年稅后利潤萬元412.487投資利潤率%20.288投資利稅率%23.739財務(wù)內(nèi)部收益率%21.98稅后10財務(wù)凈現(xiàn)值萬元2122.28稅后11靜態(tài)投資回收期（含建設(shè)期）年3.00稅后第二節(jié) 可行性研究報告編制依據(jù)項目可行性研究主要依據(jù)以下文件：1、全國蘋果優(yōu)勢區(qū)域發(fā)展規(guī)劃;2、國務(wù)院西部開發(fā)辦關(guān)于西部大開發(fā)若干政策措施的實施意見;3、2008年1月中共中央國務(wù)院關(guān)于切實加強

36、農(nóng)業(yè)基礎(chǔ)建設(shè)進一步促進農(nóng)業(yè)發(fā)展農(nóng)民增收的若干意見;4、陜西省省委、省政府加快農(nóng)業(yè)產(chǎn)業(yè)結(jié)構(gòu)調(diào)整的意見;5、陜西省蘋果優(yōu)勢區(qū)域發(fā)展規(guī)劃;6、建設(shè)單位提供的有關(guān)資料。第三節(jié) 綜合評價和認證結(jié)論 該項目的建設(shè)符合彬縣農(nóng)業(yè)產(chǎn)業(yè)結(jié)構(gòu)調(diào)整戰(zhàn)略，項目承擔單位有較強的技術(shù)、經(jīng)濟實力，具備建立氣調(diào)庫及果品分選線的基礎(chǔ)。項目建成后，可充分發(fā)揮項目的示范帶動作用，帶動當?shù)靥O果產(chǎn)業(yè)化的發(fā)展，可保證果農(nóng)的穩(wěn)定收入，保護果農(nóng)的生產(chǎn)積極性，為果業(yè)的持續(xù)發(fā)展和果農(nóng)收入的增加，為彬縣蘋果大縣和陜西蘋果大省建設(shè)，將起到積極的促進作用。 本項目的建設(shè)，對促進西部生態(tài)環(huán)境建設(shè)、再造秀美山川，增加農(nóng)民收入，振興地方經(jīng)濟也具有積極推動作用

37、。本項目的實施，對促進地方農(nóng)業(yè)結(jié)構(gòu)的優(yōu)化調(diào)整和農(nóng)業(yè)產(chǎn)業(yè)化發(fā)展具有重要意義。該項目選項準確、規(guī)模適度、工藝先進、選址合理、投資節(jié)約、方案切實可行，具有良好的經(jīng)濟效益和社會、生態(tài)效益。第二章 項目背景及必要性第一節(jié) 項目背景近年來，彬縣按照市委、市政府關(guān)于大力發(fā)展蘋果產(chǎn)業(yè)的總體部署，圍繞“興果、富民、強縣”的目標，按照創(chuàng)建“優(yōu)質(zhì)綠色果品生產(chǎn)基地縣”的要求，堅持以果為業(yè)的定位，抓栽植上規(guī)模，抓管理增效益，抓龍頭帶基地，抓市場促營銷，抓質(zhì)量創(chuàng)品牌，促使蘋果產(chǎn)業(yè)開發(fā)邁上了新臺階。從2007年開始，彬縣以創(chuàng)建“優(yōu)質(zhì)綠色果品生產(chǎn)基地縣”為目標，按照“每年栽果5萬畝，3年實現(xiàn)人均1畝果”的總體要求，教育引導(dǎo)群

38、眾把增收致富的重點轉(zhuǎn)移到果產(chǎn)業(yè)開發(fā)上來。縣上與各鄉(xiāng)鎮(zhèn)簽訂了果園建設(shè)目標責任書，全面推行了縣級領(lǐng)導(dǎo)包鄉(xiāng)、林業(yè)技術(shù)人員包基地、鄉(xiāng)鎮(zhèn)領(lǐng)導(dǎo)包片、干部包村的“四包”責任制，縣財政多方籌措資金600多萬元，無償為群眾提供苗木400萬株，并對果業(yè)生產(chǎn)重點戶在節(jié)灌配套、果窖建設(shè)、技術(shù)服務(wù)、能源沼氣等方面給予優(yōu)先扶持，調(diào)動了農(nóng)民栽果積極性。目前，全縣果園面積達到30萬畝，其中蘋果25萬畝，掛果面積15萬畝，實現(xiàn)人均1畝果，今年全縣果品總產(chǎn)量達到4萬噸，產(chǎn)值1.2億元，農(nóng)民人均果品收入600元左右。充分證明了發(fā)展蘋果產(chǎn)業(yè)的重要性。彬縣是國內(nèi)42個蘋果最佳栽培區(qū)之一，蘋果已成為彬縣富民強縣的支柱產(chǎn)業(yè)。全縣現(xiàn)有蘋果面

39、積25萬畝，由于自然條件優(yōu)越，所產(chǎn)蘋果個大色艷、香味 濃郁，含糖量高，硬度大，耐貯運，2005年被國家認證為綠色蘋果生產(chǎn)基地。近年來，彬縣蘋果以其良好的品質(zhì)占領(lǐng)了國際國內(nèi)市場，不僅暢銷國內(nèi)各個省區(qū)，而且走出國門，遠銷日本、泰國、越南、新加坡、馬來西亞等20多個國家，2005年被國家確定為公有制蘋果出口基地，2008年被中國果品流通協(xié)會授予“中國優(yōu)質(zhì)果品基地重點縣”。彬縣蘋果內(nèi)在品質(zhì)在國內(nèi)屬上乘水平，與國際市場差距也不大，但外觀、包裝質(zhì)量與山東、遼寧主產(chǎn)區(qū)及國外相比仍有較大的差距，優(yōu)質(zhì)商品率偏低，不到國外的三分之一，尤其是產(chǎn)后處理和加工貯藏環(huán)節(jié)薄弱，果品產(chǎn)后消毒、清潔、分級、打蠟、包裝、冷藏到銷

40、售等一系列產(chǎn)后處理技術(shù)較低，嚴重影響著果品的貯藏壽命、貨架期和增值效率。這些因素制約著彬縣蘋果產(chǎn)業(yè)的進一步健康發(fā)展。急需建立大型現(xiàn)代化的果品加工廠和果品保鮮貯藏庫，改變果品產(chǎn)后處理尚處于起步階段現(xiàn)狀。本項目將建設(shè)高標準氣調(diào)庫，充分發(fā)揮彬縣的資源優(yōu)勢和科技優(yōu)勢，面向國內(nèi)國際兩個市場，依靠科技進步，立足農(nóng)民增收，調(diào)整優(yōu)化結(jié)構(gòu)，延長產(chǎn)業(yè)鏈條，強化銷售，促進出口基地建設(shè)，壯大龍頭企業(yè)，提高彬縣果業(yè)整體素質(zhì)和競爭能力，實現(xiàn)果業(yè)強省的戰(zhàn)略目標。彬縣圣果果品有限責任公司圍繞加快地方經(jīng)濟發(fā)展，促進農(nóng)民增收致富的總目標，實施建設(shè)的在蘋果生產(chǎn)上具有超前性、技術(shù)上具有先進性、產(chǎn)業(yè)上具有帶動性的氣調(diào)庫及果品分選線建設(shè)

41、生產(chǎn)項目，項目符合國家的產(chǎn)業(yè)政策，而且對促進項目區(qū)農(nóng)業(yè)生產(chǎn)結(jié)構(gòu)優(yōu)化，帶動彬縣蘋果生產(chǎn)優(yōu)質(zhì)高效發(fā)展具有十分重要的意義。第二節(jié) 項目建設(shè)的必要性一、加強蘋果產(chǎn)后標準化處理是彬縣果業(yè)擴大市場和增值的必然選擇。在國內(nèi)水果市場嚴重供大于求、競爭日益激烈的今天，在中國加入wto后蘋果進口關(guān)稅的降低和配額的取消，會使更多洋水果進入中國，在這樣嚴峻的現(xiàn)實面前，彬縣怎樣實現(xiàn)從果業(yè)大縣變?yōu)楣麡I(yè)強縣，加強蘋果產(chǎn)后標準化處理是需要加快實施的一項重要措施。加入wto后，具有比較優(yōu)勢的園藝產(chǎn)品(包括果品、蔬菜、花卉)，面臨著如何根據(jù)國際市場的需求及時調(diào)整產(chǎn)品結(jié)構(gòu)，尤其是如何使園藝產(chǎn)品的貯運、保鮮技術(shù)、貿(mào)易水平得到提高、增

42、加國際市場的競爭優(yōu)勢、贏得入世后的市場開發(fā)主動權(quán)，是我國園藝產(chǎn)品的當務(wù)之急。國外果品的采后處理、包裝上市，普遍執(zhí)行健全規(guī)范的工藝流程和國際標準，所有果品全部經(jīng)生產(chǎn)線清洗、打臘、分級、貼標后才能裝箱，然后采用氣調(diào)貯藏、冷鏈運輸。這種嚴格的質(zhì)量管理，使果品到達消費者手中時，硬度、脆度、品味幾乎不變。歐美各國大力普及氣調(diào)貯藏技術(shù)，冷藏量已占總產(chǎn)量的80%，氣調(diào)量又占總貯量的80%。而我國貯藏能力僅占總產(chǎn)量的15-20%，其中冷藏量不足10%，氣調(diào)貯藏量只占1%。1999年全國果品種植面積846.7萬公頃，總產(chǎn)量達5452.9萬噸，正規(guī)貯藏量不足15%，僅有700萬噸左右。因技術(shù)落后，儲藏運輸設(shè)備不足

43、，每年大約有20%-25%的水果腐爛。陜西省蘋果基地縣蘋果貯藏基本都以土庫和冷藏為主，氣調(diào)貯藏能力低下。采后商品化處理是提高果品商品質(zhì)量、增強市場競爭力的又一重要手段，也是提高產(chǎn)品附加值的重要環(huán)節(jié)，我國水果大都未經(jīng)任何處理，包裝簡陋，外觀質(zhì)量很差，缺乏市場競爭能力。國內(nèi)目前已有從澳大利亞、美國、意大利等國引進的清洗、打蠟、分級流水線30多條，主要分布在山東、遼寧、河北、山西、陜西、浙江、廣東、福建、江西、廣西等省的蘋果和柑桔產(chǎn)地，采摘后進行商品化處理的水果僅占總產(chǎn)量的1%左右。我國蘋果總貯藏能力僅為總量的20%左右。并且大多是以土窯洞、冷涼庫等土法貯藏為主，普通冷藏約占總貯藏量的20%。氣調(diào)貯

44、藏僅有3%-5%。目前，陜西省果品貯藏庫中80%以上為土窯洞簡易儲藏，只能作為暫時性果品儲藏使用，達不到大型水果超市和出口水果標準。同時果品自動清洗、分級、打蠟、包裝、冷鏈貯運等一系列產(chǎn)后處理幾乎空缺，嚴重影響了蘋果的商品性和貨架形象，給果農(nóng)造成了經(jīng)濟損失。彬縣的果品產(chǎn)業(yè)正處在數(shù)量效益型向質(zhì)量效益型轉(zhuǎn)變的關(guān)鍵歷史時期，為使彬縣蘋果提升產(chǎn)業(yè)優(yōu)勢、由大變強，彬縣急需加速蘋果產(chǎn)業(yè)化，使蘋果產(chǎn)、貯、加、銷各環(huán)節(jié)有機結(jié)合協(xié)調(diào)發(fā)展。該項目的建設(shè)突出解決果業(yè)產(chǎn)業(yè)升級冷藏、氣調(diào)、分選、包裝等關(guān)鍵環(huán)節(jié)與國際市場接軌的問題。這不僅提高了企業(yè)的經(jīng)濟效益、擴大果品出口規(guī)模，而且對實現(xiàn)果農(nóng)和地方政府的增產(chǎn)增收、促進該縣

45、經(jīng)濟的發(fā)展具有重要意義。二、提高果品質(zhì)量安全檢測能力，是增強果品國際競爭力的重要措施。由于世界環(huán)境問題，在國際貿(mào)易中，許多國家和地區(qū)從各自利益出發(fā)，以標準的形式筑起各種技術(shù)壁壘限制進口產(chǎn)品入境，綠色壁壘已成為當前國際貿(mào)易中重要的壁壘之一。發(fā)達國家技術(shù)比較先進，環(huán)保意識比較強，環(huán)保標準也更為嚴格。而發(fā)展中國家由于受諸多方面因素的限制，其環(huán)境水平和標準在近期內(nèi)不可能與發(fā)達國家同日而語。我國是一個發(fā)展中國家，環(huán)保水平還比較低，果品的生產(chǎn)和加工的過程與方法、包裝儲運等諸多方面存在不利于環(huán)保的因素。隨著我國加入wto，果品的出口又面臨著前所未有的挑戰(zhàn)，我國果品進入國際市場最大的阻力是食品安全問題。由于農(nóng)

46、業(yè)投入品的不合理使用，農(nóng)產(chǎn)品的不科學(xué)收獲，工業(yè)“三廢”、城市垃圾的不合理排放，導(dǎo)致食品有毒有害物質(zhì)超標，農(nóng)產(chǎn)品引發(fā)的人畜中毒事件時有發(fā)生，出口農(nóng)產(chǎn)品與加工農(nóng)產(chǎn)品經(jīng)常出現(xiàn)因農(nóng)藥殘留超標被拒收、扣留、退貨、索賠、終止合同、停止貿(mào)易交往的現(xiàn)象。農(nóng)藥殘留、黃菌毒素超標、產(chǎn)地不明等因素是導(dǎo)致我國果品遭受退貨和索賠的主要原因。中國優(yōu)質(zhì)的國產(chǎn)蘋果新鮮度、口感都比進口好，但價格卻不及進口蘋果的十分之一，其主要問題是生產(chǎn)標準和綠色技術(shù)壁壘帶來的產(chǎn)品附加值含金量差距。果品的安全質(zhì)量主要解決農(nóng)藥殘留和生長激素濫用問題。一方面，要建立與國際市場接軌的果品質(zhì)量檢測、檢驗標準體系，按國際標準指導(dǎo)生產(chǎn)；另一方面，要配置必要

47、的果品質(zhì)量安全檢測設(shè)備，建立健全與綠色有機食品相配套的檢測監(jiān)督機構(gòu)與機制，以此實現(xiàn)我們果品生產(chǎn)的優(yōu)質(zhì)優(yōu)價，提高果品出口的信譽度，為快速增加出口量創(chuàng)造條件。該項目建設(shè)與國際接軌的高標準氣調(diào)庫，增加蘋果商品化處理分選線，搞好產(chǎn)后處理，規(guī)范分級包轉(zhuǎn)，進行采后清洗打蠟，及時入庫貯藏。改善冷藏運輸條件，促進蘋果出口。同時增強果品農(nóng)藥殘留量的安全檢測能力，從而增強果品出口創(chuàng)匯能力，把彬縣的地域與自然優(yōu)勢變?yōu)槌隹趦?yōu)勢，擴大彬縣蘋果在國內(nèi)市場的競爭力和占有率。三、促進地方經(jīng)濟的建設(shè)，實現(xiàn)企業(yè)的社會價值。該項目建設(shè)2100噸果品保鮮氣調(diào)庫，采用世界先進的超低貯藏技術(shù)，一方面延長蘋果的銷售時間和貨架期，提高了蘋果

48、的商品價值，節(jié)約了優(yōu)生區(qū)蘋果資源。另一方面促進當?shù)靥O果的外銷和刺激國內(nèi)的消費，延長蘋果的食用時限，使過去一年只一季的食用期增加到一年四季，讓新鮮蘋果的美味、芳香給當?shù)毓r(nóng)帶來良好的經(jīng)濟效益。該項目建設(shè)一方面促進地方經(jīng)濟的建設(shè)，達到企地共同發(fā)展，實現(xiàn)企業(yè)的社會價值；另一方面擴大和充實國有經(jīng)濟的實力，快速推進集團公司多元化、區(qū)域化、多產(chǎn)業(yè)的構(gòu)架模式；還可以彬縣蘋果為名片，擴大集團公司的品牌優(yōu)勢。第三章 市場分析與銷售方案第一節(jié) 市場分析一、項目產(chǎn)品市場供求分析我國蘋果種植面積1996年達到歷史最高為4480萬畝，以后幾經(jīng)調(diào)整，2004年降至2815萬畝，2006年又回升到2848萬畝，目前農(nóng)民仍有

49、較高的蘋果種植積極性。2007年全國蘋果總產(chǎn)量約2786萬噸，其中國內(nèi)鮮蘋果消費約1770萬噸 ，濃縮汁等加工用果量約910萬噸，鮮果出口102萬噸。2008年秋天，全國2700萬噸左右的蘋果。同時，上世紀80年代種植的蘋果園已經(jīng)陸續(xù)進入更新階段，因此，在2010年以后將蘋果栽培面積動態(tài)控制在3000萬畝，對于穩(wěn)定市場價格、保障農(nóng)民收入是十分必要的。市場需求的增加主要靠提高產(chǎn)量來滿足。2010年國內(nèi)蘋果產(chǎn)量達到2900萬噸，預(yù)計2015年將達到3430萬噸。從國內(nèi)消費需求看，近年我國人均鮮蘋果消費量13.2公斤年，超過8.2公斤的世界人均消費水平。預(yù)計20112015年我國年人均鮮蘋果消費量在

50、14公斤左右，2010年我國人口已達13.4億，總消費鮮蘋果1876萬噸；按國家計劃生育委員會預(yù)測，2015年人口將達到14.2億，就蘋果年需求量將增加到1988萬噸。從出口需求看，今年我國蘋果出口量年均增幅19%，預(yù)計今年仍將保持波動性上升趨勢，按照年出口遞增量計算，2011年我國蘋果出口量143萬噸，2015年有可能達到170萬噸。二、項目產(chǎn)品競爭力分析據(jù)fao統(tǒng)計，2005年發(fā)達國家的蘋果產(chǎn)量占世界總產(chǎn)量的35.5%，但蘋果出口占總貿(mào)易量的64%，價值占總貿(mào)易額的78.3%。法國、意大利、美國的市場占有率均在14%以上，是我國強有力的競爭對手。我國的主要優(yōu)勢有，產(chǎn)量世界第一的規(guī)模優(yōu)勢；周

51、邊國家基本不產(chǎn)蘋果的區(qū)位優(yōu)勢；物美價廉的成本優(yōu)勢；主產(chǎn)品種規(guī)模大、品質(zhì)好、易于儲藏的資源優(yōu)勢。我國蘋果產(chǎn)業(yè)的管理水平不斷提高，能滿足國際市場要求的果園越來越多。劣勢主要是我國蘋果內(nèi)在質(zhì)量不高，生產(chǎn)規(guī)模小、組織化程度低，標準化程度差，產(chǎn)品整齊度低，制約了向歐美發(fā)達國家的出口。蘋果產(chǎn)量占全國水果總量的27%，市場份額大；與其他水果相比，蘋果耐貯性好，貯藏期長、銷售供應(yīng)期長，栽培管理技術(shù)相對成熟，農(nóng)民種植積極性高。但是質(zhì)量不斷提高和果品風味多樣化能進一步擴大消費群體。但是，近年我國果品種類日益豐富，市場供應(yīng)多樣化，蘋果消費受到北方時令水果和南方熱帶、亞熱帶水果以及進口果品的沖擊。提高果實品質(zhì)、增加品

52、種多樣性、擴大宣傳是吸引國內(nèi)市場消費的重要因素。三、項目產(chǎn)品市場前景分析我國鮮蘋果銷售的90%的市場在國內(nèi)，目前大多數(shù)經(jīng)銷商只注重高檔禮品果的經(jīng)營，對普通消費者關(guān)注不夠，而這部分消費者是我國蘋果消費的主體，雖然經(jīng)營利潤較低，但我們決不能忽視這個龐大的消費群體。同時應(yīng)進一步擴展國際市場，特別是加強同東南亞國家和西亞國家出口貿(mào)易，逐步擴大營銷范圍，占領(lǐng)國際市場。2008年出口蘋果15萬噸，出口金額6.9億美元，分別比2007年增長13%和36%。蘋果出口中一般貿(mào)易72萬噸，比2007年增9%，邊貿(mào)出口43萬噸，比2007年增加22%。邊境小額貿(mào)易將是中國蘋果出口的重要渠道。自2009年3月初，國內(nèi)

53、蘋果價格開始向上浮動。尤其是山東內(nèi)銷3級果先起量，后起價。4月初，在內(nèi)銷蘋果漲價的壓力下，出口外銷的一級蘋果每箱（15公斤）長了1美元（馬來西亞果商徐國寶先生告知）。同時，國內(nèi)蘋果價格逐漸升高，現(xiàn)在已經(jīng)比去年同期抬價30%左右（濟南提口果批發(fā)市場彭川經(jīng)理反映），國內(nèi)幾乎所有水果種類都提價銷售。其中，以蘋果為突出的代表，從采收低開低走，春節(jié)過后，逐漸回升，直到4月中旬，蘋果真成了高價銷售的局面。四、項目產(chǎn)品市場風險分析1、項目產(chǎn)品市場風險因素分析市場是復(fù)雜和多變的，影響市場變化的做多因素綜合作用的結(jié)果。該項目也存在著一定的市場風險。具體有：（1）外購原料的質(zhì)量 該項目的主要原料蘋果主要來源于農(nóng)戶

54、。農(nóng)戶的種植技術(shù)、氣候、自然災(zāi)害等因素都將對產(chǎn)品的質(zhì)量造成影響。（2）供求關(guān)系 受供求關(guān)系的影響，今年蘋果價格變化幅度較大，預(yù)計明年蘋果整體價格特別是零售價格有較大幅度的上漲。 2、防范和降低風險對策（1）充分利用展銷會及媒體，加大產(chǎn)品的宣傳促銷力度，擴展產(chǎn)品銷售渠道，提高市場需求量。（2）理性收購，加大出口力度，占領(lǐng)國內(nèi)市場，提前避免后市風險。（3）在產(chǎn)地蘋果總量增加的情況下，適時銷售，避免因集中銷售上市對市場造成的沖擊。第二節(jié) 銷售方案該項目建成后每年可向市場提供庫存優(yōu)質(zhì)蘋果2100噸、優(yōu)質(zhì)鮮蘋果5000噸，在蘋果生產(chǎn)上，要繼續(xù)著力推廣“大改型、強拉枝、巧施肥、無公害”四項關(guān)鍵技術(shù)，鞏固實

55、施名牌戰(zhàn)略，努力提高果品質(zhì)量安全水平。銷售策略包括通過各種媒體，強化宣傳營銷措施，大力宣傳產(chǎn)品性能、品牌形象，制定適當?shù)膬r格策略，要利用自己的產(chǎn)品質(zhì)量和成本優(yōu)勢，打好價格戰(zhàn)、服務(wù)站、質(zhì)量站，保持產(chǎn)品的市場競爭力。積極發(fā)展網(wǎng)絡(luò)化經(jīng)營、連鎖經(jīng)營、物流配送等流通業(yè)態(tài)，鞏固擴大國內(nèi)市場，積極開拓國外市場。第四章 建設(shè)條件第一節(jié) 項目建設(shè)地點選擇本項目擬在陜西省咸陽市彬縣建2100噸氣調(diào)庫。項目區(qū)環(huán)境比較優(yōu)越，工業(yè)污染源比較少，適合于生態(tài)果業(yè)發(fā)展。項目建設(shè)地處果品產(chǎn)地中心地帶，交通運輸、用水、用電方便，原料就近供應(yīng)，是理想的建設(shè)地點。第二節(jié) 項目區(qū)概況一、自然地理彬縣位于陜西省咸陽市西北部，屬渭北旱塬塬

56、梁溝壑區(qū)，版圖形似一正寫的“人”字。東連旬邑、淳化，南依永壽、麟游，西臨長武、靈臺，北接甘肅正寧，為連接秦隴的咽喉要道，在咸陽市發(fā)展總體框架中處于“尾翼”位置，地理位置比較特殊，區(qū)位優(yōu)勢相對明顯。涇河自西而東斜貫其中，境內(nèi)流長104公里，將全縣分為南北兩塬一道川。全縣總面積1183平方公里，轄8鎮(zhèn)8鄉(xiāng)，292個行政村。全縣平均海拔1108米，平均氣溫9.7，晝夜溫差11.7，年均降水量579毫米，無霜期180天，屬典型的大陸性暖溫帶半干旱氣候。二、行政區(qū)劃彬縣轄8個鎮(zhèn)、8個鄉(xiāng)：城關(guān)鎮(zhèn)、北極鎮(zhèn)、新民鎮(zhèn)、龍高鎮(zhèn)、小章鎮(zhèn)、永樂鎮(zhèn)、義門鎮(zhèn)、水口鎮(zhèn)、香廟鄉(xiāng)、炭店鄉(xiāng)、西坡鄉(xiāng)、車家莊鄉(xiāng)、韓家鄉(xiāng)、底店鄉(xiāng)、太峪鄉(xiāng)、新堡子鄉(xiāng)。三、農(nóng)村經(jīng)濟2008年，糧食產(chǎn)量穩(wěn)中有增，單產(chǎn)達到296公斤，創(chuàng)歷史最高水平。優(yōu)質(zhì)蘋果基地建設(shè)成效明顯，新栽蘋果5.2萬