本文選題：休閑茶莊園　切入點(diǎn)：管理績(jī)效　出處：《福建農(nóng)林大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：休閑茶莊園作為新興的產(chǎn)業(yè)形態(tài),是福建省突破茶產(chǎn)業(yè)發(fā)展瓶頸的重要探索模式。福建省已安排專(zhuān)項(xiàng)資金建設(shè)集茶葉生產(chǎn)、產(chǎn)品加工、營(yíng)銷(xiāo)管理、品牌文化、休閑旅游為一體,具有文化底蘊(yùn)及內(nèi)涵的現(xiàn)代茶莊園暨休閑茶莊園。當(dāng)下對(duì)休閑茶莊園管理績(jī)效的研究,有利于休閑茶莊園的規(guī)范化管理,有利于旅游服務(wù)品質(zhì)的提升,有利于茶產(chǎn)業(yè)品牌的樹(shù)立,有利于休閑競(jìng)爭(zhēng)力的增強(qiáng)等多方面重要的現(xiàn)實(shí)意義。安溪縣位居中國(guó)重點(diǎn)產(chǎn)茶縣第一位,是中國(guó)烏龍茶之鄉(xiāng)、茗茶鐵觀音的發(fā)源地。根據(jù)福建省安溪縣開(kāi)展"十大金牌茶莊園"建設(shè)工程及評(píng)選活動(dòng),本文選取此次榮獲"十大金牌茶莊園"與"茶莊園建設(shè)創(chuàng)意獎(jiǎng)"榮譽(yù)稱(chēng)號(hào)的18家茶莊園作為文章研究對(duì)象。由此本文以安溪縣為研究區(qū)域進(jìn)行實(shí)地問(wèn)卷調(diào)查,基于農(nóng)業(yè)企業(yè)管理績(jī)效評(píng)估模型與安溪縣休閑茶莊園管理現(xiàn)狀的基本情況,利用德?tīng)柗品ㄅc層次分析法創(chuàng)新設(shè)計(jì)休閑茶莊園管理績(jī)效評(píng)估體系,同時(shí)運(yùn)用綜合評(píng)估與個(gè)案分析法對(duì)安溪縣休閑茶莊園管理績(jī)效進(jìn)行評(píng)估,發(fā)現(xiàn)目前茶莊園管理的問(wèn)題所在,提出安溪縣休閑茶莊園管理績(jī)效提升的對(duì)策建議。通過(guò)本文調(diào)查研究得出以下結(jié)論:(1)探索前期,問(wèn)題突顯。目前休閑茶莊園管理者最關(guān)心的前6個(gè)問(wèn)題依得分次序從大到小為:4.78分"管理人才缺失(涉農(nóng)懂農(nóng)、經(jīng)營(yíng)管理、項(xiàng)目實(shí)施)",4.67分"休閑茶莊園戰(zhàn)略決策能力低",4.56分"休閑茶莊園文化凝聚力不足",4.44分"茶文化產(chǎn)品單一、缺乏創(chuàng)意",4.33分"服務(wù)軟實(shí)力落后",4.28分"休閑茶莊園激勵(lì)機(jī)制較差"。(2)初級(jí)管理,績(jī)效中等。通過(guò)對(duì)安溪縣休閑茶莊園管理績(jī)效的綜合評(píng)估,結(jié)果表明得分僅為3.94分處于中等狀態(tài)。在準(zhǔn)則層指標(biāo)中,雖然資源管理處于"良好"狀態(tài)外,但其數(shù)值僅僅超過(guò)標(biāo)準(zhǔn)值的0.02,其實(shí)質(zhì)屬于中等狀態(tài),品牌經(jīng)營(yíng)與服務(wù)管理均得4分處于"中等"的狀態(tài)。總體而言,當(dāng)前安溪縣休閑茶莊園管理績(jī)效水平中等,可提升空間大。(3)結(jié)合休閑茶莊園產(chǎn)業(yè)發(fā)展趨勢(shì)以及休閑茶莊園在績(jī)效管理評(píng)估總體評(píng)分中等的情況,根據(jù)休閑茶莊園在目前管理中與總體評(píng)估及個(gè)案分析中出現(xiàn)的問(wèn)題,本文在資源管理,保質(zhì)保證;戰(zhàn)略領(lǐng)導(dǎo),藍(lán)圖構(gòu)建;品牌經(jīng)營(yíng),商譽(yù)塑造;服務(wù)管理,游客滿意四個(gè)層面提出對(duì)策建議。
[Abstract]:As a new industrial form, leisure tea manor is an important exploration mode to break through the bottleneck of tea industry development in Fujian Province. Fujian Province has arranged special funds for tea production, product processing, marketing management, brand culture and leisure tourism. The research on the management performance of leisure tea manor is beneficial to the standardized management of leisure tea manor and the promotion of tourism service quality. Conducive to the establishment of tea industry brand, conducive to the enhancement of leisure competitiveness and other important practical significance. Anxi County ranks first in China's key tea production county, is the hometown of China's Oolong Tea, The birthplace of Tieguanyin of Mingcha. According to the "Ten Gold Tea Manor" construction projects and selection activities carried out in Anxi County, Fujian Province, This paper selects 18 tea manors that won the honorary titles of "Ten Gold Tea Manor" and "Tea Manor Construction Creative Award" as the research object. Therefore, this paper takes Anxi County as the research area to carry on the field questionnaire survey. Based on the management performance evaluation model of agricultural enterprises and the current situation of leisure tea manor management in Anxi County, the paper designs the performance evaluation system of leisure tea manor using Delphi method and AHP. At the same time, using comprehensive evaluation and case analysis to evaluate the management performance of leisure tea manor in Anxi County, we find that the problems in the management of tea estate at present lie in. The countermeasures and suggestions of improving the management performance of leisure tea manor in Anxi County are put forward. Through the investigation and research in this paper, the following conclusions are drawn: 1) in the early stage of exploration, At present, the top six problems that the managers of leisure tea estate are most concerned about are: 4.78 points "lack of managerial talent (agricultural knowledge, management and management," according to the order of score: 4.78 points. Project implementation), 4.67 points "low strategic decision-making ability of leisure tea estate," 4.56 points "lack of cultural cohesion of leisure tea estate", 4.44 points "single product of tea culture," Lack of originality, 4.33 points "weak soft power in service", 4.28 "poor incentive mechanism of leisure tea manor". (2) Primary management, moderate performance. Comprehensive evaluation of management performance of leisure tea estate in Anxi County. The results show that the score of 3.94 is only in the medium state. In the criterion level, although the resource management is in a "good" state, its value is only more than 0.02 of the standard value. Both brand management and service management are in a "medium" state. Overall, the current level of management performance of leisure tea manor in Anxi County is moderate. Combined with the development trend of leisure tea estate industry and the moderate overall evaluation score of leisure tea estate, according to the current management of leisure tea estate and overall evaluation and case analysis problems, This paper puts forward countermeasures and suggestions in four aspects: resource management, quality assurance, strategic leadership, blueprint construction, brand management, goodwill building, service management and tourist satisfaction.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F326.12

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