五華縣松崗嶂有機(jī)茶場發(fā)展戰(zhàn)略研究
發(fā)布時(shí)間：2018-08-05 18:20
【摘要】：21世紀(jì)以來,隨著茶葉的保健、療病功能的進(jìn)一步開發(fā),使得茶葉的價(jià)值更是上升了一個(gè)檔次。五華縣松崗嶂有機(jī)綠色茶場成立于2007年,是一家集茶葉種植、加工、銷售、科研及客茶文化推廣為一體的省級農(nóng)業(yè)產(chǎn)業(yè)化重點(diǎn)龍頭企業(yè)。然而隨著茶葉行業(yè)競爭的加劇,五華縣松崗嶂有機(jī)綠色茶場在發(fā)展中已呈現(xiàn)出疲態(tài)。因此,探索科學(xué)的茶場發(fā)展戰(zhàn)略成為五華縣松崗嶂有機(jī)綠色茶場亟待解決的重要問題。本文主要結(jié)合戰(zhàn)略管理的相關(guān)理論,在分析五華縣松崗嶂有機(jī)綠色茶場基本情況、發(fā)展戰(zhàn)略及重點(diǎn)、主要財(cái)務(wù)指標(biāo)的基礎(chǔ)上,運(yùn)用戰(zhàn)略管理的基本理論,針對五華縣松崗嶂有機(jī)綠色茶場的戰(zhàn)略環(huán)境分析,在產(chǎn)業(yè)環(huán)境分析、茶場的內(nèi)部資源優(yōu)劣分析的基礎(chǔ)上,因地制宜地?cái)M定五華縣松崗嶂有機(jī)綠色茶場的未來的發(fā)展戰(zhàn)略,并提出戰(zhàn)略實(shí)施建議,得出結(jié)論如下:第一,本文基于企業(yè)戰(zhàn)略理論,對松崗嶂有機(jī)綠色茶場的戰(zhàn)略分析,結(jié)合當(dāng)前松崗嶂有機(jī)綠色茶場發(fā)展的內(nèi)外部環(huán)境,通過定性定量的分析方法,得出適合松崗嶂有機(jī)綠色茶場的發(fā)展戰(zhàn)略。第二,綜合考慮松崗嶂有機(jī)綠色茶場的競爭優(yōu)勢、競爭劣勢、機(jī)會和威脅,要想在競爭白熱化的環(huán)境下生存發(fā)展,松崗嶂有機(jī)綠色茶場必須懂得順應(yīng)時(shí)代發(fā)展,改進(jìn)自身劣勢,走差異化發(fā)展道路。松崗嶂有機(jī)綠色茶場通過創(chuàng)新使得產(chǎn)品策略更加新穎,使得業(yè)務(wù)組合多元化;提升茶葉人才素質(zhì),在政府扶持下迅速提升產(chǎn)品品牌知名度。與此同時(shí),繼續(xù)保持自身原有的優(yōu)勢,凸顯優(yōu)越的產(chǎn)地環(huán)境和生態(tài)環(huán)境、豐富的內(nèi)含物質(zhì)和藥用作用、生產(chǎn)加工等環(huán)節(jié)的的產(chǎn)業(yè)化、獨(dú)樹一幟的品質(zhì)特征,走多元化發(fā)展道路,才可以在有機(jī)綠色茶場激勵(lì)的競爭環(huán)境中開辟出一條適合自己的發(fā)展道路。第三,從有機(jī)綠茶業(yè)務(wù)戰(zhàn)略而言,松崗嶂有機(jī)綠色茶場可以從提升茶葉附加價(jià)值、增加產(chǎn)品營銷方式、提升茶場品牌形象、強(qiáng)化茶場現(xiàn)代化管理等方面入手,走差異化戰(zhàn)略道路。在財(cái)務(wù)分戰(zhàn)略上,建議改良產(chǎn)品與生產(chǎn)技術(shù)研發(fā)現(xiàn)狀,不斷的改進(jìn)工藝和技術(shù),促進(jìn)茶葉的優(yōu)質(zhì)健康生產(chǎn)。在企業(yè)組織結(jié)構(gòu)上,建議增加職能部門,與高層領(lǐng)導(dǎo)一起管理下面五個(gè)部門。這種方式既有利于發(fā)揮職能部門中專家的業(yè)務(wù)知識,又能減輕高層領(lǐng)導(dǎo)的負(fù)擔(dān),同時(shí),各下級又受同級職能管理部門的業(yè)務(wù)指導(dǎo)和監(jiān)督。在營銷分戰(zhàn)略上,建議以客戶價(jià)值核心,細(xì)化企業(yè)管理系,整合企業(yè)各環(huán)節(jié)資源,創(chuàng)新市場營銷模式。此外,筆者還提出松崗嶂有機(jī)綠色茶場的戰(zhàn)略保障措施,包括提升茶場人才素質(zhì)、打造現(xiàn)代化茶園、擴(kuò)大融資渠道、打造營銷戰(zhàn)略聯(lián)盟。
[Abstract]:Since the 21st century, with the further development of tea health care and disease treatment, the value of tea has risen to a higher level. Wuhua County Songgangzhang organic green tea house was established in 2007, is a tea planting, processing, sales, scientific research and the promotion of Hakka culture as one of the provincial key agricultural industrialization leading enterprises. However, with the aggravation of the competition in tea industry, the organic green tea farm in Wuhua County has been showing fatigue in the process of development. Therefore, exploring the scientific development strategy of tea yard has become an important problem to be solved urgently in Songhangzhang organic green tea house. Based on the analysis of the basic situation, development strategy and key points of organic green tea farm in Songhangzhang, Wuhua County, this paper applies the basic theory of strategic management based on the related theories of strategic management. In view of the strategic environment analysis of the organic green tea house in Songgangzhang, Wuhua County, on the basis of the analysis of the industrial environment and the advantages and disadvantages of the internal resources of the tea house, the future development strategy of the organic green tea house in Songgangzhang County, Wuhua County, was drawn up according to local conditions. The conclusions are as follows: first, based on the theory of enterprise strategy, this paper analyzes the strategy of organic green tea farm in Songgangzhang, and combines with the internal and external environment of the development of organic green tea house in Songgangzhang. Through qualitative and quantitative analysis, the development strategy of organic green tea farm in Songgangzhang was obtained. Second, considering comprehensively the competitive advantages, competitive disadvantages, opportunities and threats of the organic green tea farm in Songgangzhang, in order to survive and develop in an environment of intense competition, Songgangzhang organic green tea farm must know how to adapt to the development of the times and improve its own inferiority. Take the road of differentiated development. Songhangzhang organic green tea farm through innovation makes the product strategy more novel, makes the business mix diversified, enhances the tea talented person quality, under the government support raises the product brand popularity rapidly. At the same time, it will continue to maintain its original advantages, highlight the superior habitat environment and ecological environment, rich in the industrialization of links such as substance and medicine, production and processing, and take the path of diversified development, with its unique quality characteristics. Only in the competitive environment of organic green tea farm can we open up a road suitable for our own development. Third, from the perspective of the organic green tea business strategy, Songgangzhang organic green tea farm can enhance the added value of tea, increase the way of product marketing, enhance the brand image of tea house, and strengthen the modern management of tea house, and so on. Take the road of differentiation strategy. In the financial sub-strategy, it is suggested to improve the current situation of product and production technology research and development, and constantly improve the process and technology to promote the high quality and healthy production of tea. In the organizational structure of the enterprise, it is suggested to add functional departments to manage the following five departments together with senior leaders. This way can not only bring into play the professional knowledge of the experts in the functional departments, but also lighten the burden of the senior leaders. At the same time, each subordinate is subject to the business guidance and supervision of the functional management departments at the same level. In marketing sub-strategy, it is suggested that the core of customer value should be taken as the core of customer value, the department of enterprise management should be refined, the resources of every link of enterprise should be integrated, and the marketing mode should be innovated. In addition, the author also puts forward the strategic guarantee measures of Songgang Zhang organic green tea yard, including improving the quality of tea yard talents, building modern tea garden, expanding financing channels, and creating marketing strategic alliance.
【學(xué)位授予單位】：仲愷農(nóng)業(yè)工程學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F326.12
[Abstract]:Since the 21st century, with the further development of tea health care and disease treatment, the value of tea has risen to a higher level. Wuhua County Songgangzhang organic green tea house was established in 2007, is a tea planting, processing, sales, scientific research and the promotion of Hakka culture as one of the provincial key agricultural industrialization leading enterprises. However, with the aggravation of the competition in tea industry, the organic green tea farm in Wuhua County has been showing fatigue in the process of development. Therefore, exploring the scientific development strategy of tea yard has become an important problem to be solved urgently in Songhangzhang organic green tea house. Based on the analysis of the basic situation, development strategy and key points of organic green tea farm in Songhangzhang, Wuhua County, this paper applies the basic theory of strategic management based on the related theories of strategic management. In view of the strategic environment analysis of the organic green tea house in Songgangzhang, Wuhua County, on the basis of the analysis of the industrial environment and the advantages and disadvantages of the internal resources of the tea house, the future development strategy of the organic green tea house in Songgangzhang County, Wuhua County, was drawn up according to local conditions. The conclusions are as follows: first, based on the theory of enterprise strategy, this paper analyzes the strategy of organic green tea farm in Songgangzhang, and combines with the internal and external environment of the development of organic green tea house in Songgangzhang. Through qualitative and quantitative analysis, the development strategy of organic green tea farm in Songgangzhang was obtained. Second, considering comprehensively the competitive advantages, competitive disadvantages, opportunities and threats of the organic green tea farm in Songgangzhang, in order to survive and develop in an environment of intense competition, Songgangzhang organic green tea farm must know how to adapt to the development of the times and improve its own inferiority. Take the road of differentiated development. Songhangzhang organic green tea farm through innovation makes the product strategy more novel, makes the business mix diversified, enhances the tea talented person quality, under the government support raises the product brand popularity rapidly. At the same time, it will continue to maintain its original advantages, highlight the superior habitat environment and ecological environment, rich in the industrialization of links such as substance and medicine, production and processing, and take the path of diversified development, with its unique quality characteristics. Only in the competitive environment of organic green tea farm can we open up a road suitable for our own development. Third, from the perspective of the organic green tea business strategy, Songgangzhang organic green tea farm can enhance the added value of tea, increase the way of product marketing, enhance the brand image of tea house, and strengthen the modern management of tea house, and so on. Take the road of differentiation strategy. In the financial sub-strategy, it is suggested to improve the current situation of product and production technology research and development, and constantly improve the process and technology to promote the high quality and healthy production of tea. In the organizational structure of the enterprise, it is suggested to add functional departments to manage the following five departments together with senior leaders. This way can not only bring into play the professional knowledge of the experts in the functional departments, but also lighten the burden of the senior leaders. At the same time, each subordinate is subject to the business guidance and supervision of the functional management departments at the same level. In marketing sub-strategy, it is suggested that the core of customer value should be taken as the core of customer value, the department of enterprise management should be refined, the resources of every link of enterprise should be integrated, and the marketing mode should be innovated. In addition, the author also puts forward the strategic guarantee measures of Songgang Zhang organic green tea yard, including improving the quality of tea yard talents, building modern tea garden, expanding financing channels, and creating marketing strategic alliance.
【學(xué)位授予單位】：仲愷農(nóng)業(yè)工程學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F326.12
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