發(fā)布時間：2018-03-04 21:33

  本文選題：茶酵素　切入點(diǎn)：差異化競爭戰(zhàn)略　出處：《蘭州大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：當(dāng)前,在茶產(chǎn)業(yè)領(lǐng)域,面對龐大的的市場空間和日益增長的終端消費(fèi)需求,國內(nèi)資本紛紛布局茶產(chǎn)業(yè)。作為我國A股以茶產(chǎn)業(yè)為主業(yè)的國有上市公司——深圳市深寶實(shí)業(yè)股份有限公司(以下簡稱“深寶”),從2002年開始進(jìn)入茶葉深加工領(lǐng)域,逐步將茶產(chǎn)業(yè)作為主業(yè)。在完成定向增發(fā)后,從2012年啟動實(shí)施了轉(zhuǎn)型升級戰(zhàn)略。目前,深寶已經(jīng)形成了集原料種植、生產(chǎn)加工、品牌營銷、要素交易為一體的茶產(chǎn)業(yè)鏈體系。深寶的轉(zhuǎn)型升級正從產(chǎn)業(yè)鏈前端的重資產(chǎn)投資階段,逐步轉(zhuǎn)入產(chǎn)業(yè)鏈后端的終端消費(fèi)品商業(yè)化運(yùn)營階段。茶酵素項目是深寶轉(zhuǎn)型戰(zhàn)略中所儲備的優(yōu)勢產(chǎn)品和附加值較高的產(chǎn)品之一。在當(dāng)前的形勢下,茶酵素項目具備作為深寶在進(jìn)入全面收獲期前的終端產(chǎn)品商業(yè)化項目的條件。建議未來三年內(nèi),深寶公司投資設(shè)立合資公司(寶升堂)實(shí)施茶酵素項目�；诓杞退仨椖砍袚�(dān)的目標(biāo)和選擇的理論工具,本商業(yè)計劃書通過對項目的內(nèi)外部環(huán)境分析,特別是競爭態(tài)勢分析,嘗試運(yùn)用相關(guān)理論和分析工具,得出結(jié)論支持項目立項和實(shí)施。同時,對市場營銷、項目管理、人力資源、融資與財務(wù)分析、風(fēng)險控制等項目實(shí)施的5個模塊進(jìn)行了重點(diǎn)的分析和設(shè)計,并提出了具體的實(shí)施措施。為了增強(qiáng)茶酵素項目實(shí)施的可行性和達(dá)成預(yù)期經(jīng)營目標(biāo),根據(jù)本文制定的差異化競爭戰(zhàn)略,重點(diǎn)對類似于深寶的國有上市企業(yè)在消費(fèi)類終端產(chǎn)品差異化設(shè)計、品牌數(shù)據(jù)營銷、微商運(yùn)營、全員持股計劃等,做了分析和方案設(shè)計,使其具有比較強(qiáng)的探索和現(xiàn)實(shí)借鑒意義。
[Abstract]:At present, in the field of tea industry, facing the huge market space and growing consumer demand, domestic capital have the layout of the tea industry. As China's A shares in the tea industry as the main industry of the state-owned listed company -- Limited by Share Ltd Bao Shenzhen industry (hereinafter referred to as the "Shenbao"), from 2002 began to enter the field of deep processing of tea gradually, the tea industry as the main industry. After the completion of the private placement, start the implementation of the strategic transformation and upgrading from 2012. At present, Shenbao has formed a set of planting materials, production and processing, brand marketing, as one of the elements of the trading system of the tea industry chain. The transformation and upgrading of the industrial chain from the deep is the front stage of heavy asset investment. Gradually transferred to the end of the industrial chain end consumer commercial operation stage. The project is the deep transformation of tea enzymes reserve strategy advantage and the added value of the products in the high. The current situation, the project has as deep tea ferment in the commercial project entered the terminal product pre harvest conditions. The suggestions for the future three years, our company set up a joint venture company (Bao Shengtang) the implementation of tea ferment project. Theoretical tools to undertake the project goal of tea ferment and selection based on the business plan through analysis of the project's internal and external environment, especially the competition situation analysis, try to use the related theory and analysis tools, the conclusion support project and implementation. At the same time, for marketing, project management, human resources, finance and financial analysis, risk control and other 5 modules of project implementation are analyzed and designed. And put forward specific measures. In order to enhance and reach the management goal feasibility of tea ferment project, according to the difference of this formulation of the competition strategy, focus on similar In Shenbao's state-owned listed companies, the analysis and scheme design of consumer terminal products, such as differentiated design, brand data marketing, micro business operation and full shareholding plan, make it have strong exploration and practical significance.

【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.82

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 馮俊雅;;特色食品微商營銷管理策略研究[J];市場研究;2016年11期

2 徐梓銘;;互動導(dǎo)向視角下體驗(yàn)營銷策略研究[J];經(jīng)營管理者;2016年25期

3 袁梁;;江西省高校圖書館微信公眾平臺調(diào)查與分析[J];圖書館學(xué)研究;2016年15期

4 蔣思雄;;中國茶葉企業(yè)品牌營銷存在的問題與對策[J];福建茶葉;2016年06期

5 高智子;;微商的營銷模式研究[J];現(xiàn)代經(jīng)濟(jì)信息;2015年19期

6 張巖;張焱;;論《黃帝內(nèi)經(jīng)》中“五畜為益”的食養(yǎng)原則[J];中國中醫(yī)基礎(chǔ)醫(yī)學(xué)雜志;2014年08期

7 王陽;;中國茶企融資狀況一覽[J];茶世界;2014年07期

8 劉海平;;中俄茶文化對比——解讀中俄茶文化物質(zhì)與精神內(nèi)涵[J];外國語文;2012年S1期

9 惠良;;持續(xù)創(chuàng)新的日本三大班輪公司[J];中國遠(yuǎn)洋航務(wù);2010年12期

10 夏文杰;;人力資源戰(zhàn)略規(guī)劃分析[J];現(xiàn)代經(jīng)濟(jì)信息;2008年07期

相關(guān)碩士學(xué)位論文 前1條

1 曹如夢;微信與品牌營銷研究[D];鄭州大學(xué);2016年

，

本文編號：1567431