本文選題：品牌茶企　切入點(diǎn)：連鎖加盟　出處：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：本文的寫作目的旨在探究ZC茶企連鎖加盟專賣店項(xiàng)目在經(jīng)營中所面臨的問題和發(fā)展瓶頸,通過研究品牌茶葉連鎖經(jīng)營方面的相關(guān)文獻(xiàn),總結(jié)提煉先進(jìn)的經(jīng)營管理經(jīng)驗(yàn),并借鑒行業(yè)標(biāo)桿企業(yè)的經(jīng)營亮點(diǎn),結(jié)合ZC茶企自身現(xiàn)狀,尋找到其連鎖加盟專賣店項(xiàng)目的關(guān)鍵成功因素,并提出解決方案,確定其未來3-5年的發(fā)展計(jì)劃。本文的研究方法主要有調(diào)查法、案例研究法、數(shù)量研究法、文獻(xiàn)研究法等。選取ZC茶企連鎖加盟專賣店模式中的具體環(huán)節(jié)和樣本門店進(jìn)行案例分析。通過文獻(xiàn)檢索了解國內(nèi)外關(guān)于連鎖專賣模式、茶葉企業(yè)品牌連鎖經(jīng)營模式的研究現(xiàn)狀,吸收先進(jìn)經(jīng)驗(yàn),為本論文提供理論支持。本文的結(jié)論基于對ZC茶企樣本門店的調(diào)研數(shù)據(jù)分析,通過建立財(cái)務(wù)模型分析加盟店盈利模式和店面培育周期,通過對店面經(jīng)營關(guān)鍵成功因素的總結(jié),對ZC茶企連鎖加盟專賣店項(xiàng)目目前的經(jīng)營瓶頸提出解決方案,提出構(gòu)建ZC茶企連鎖加盟專賣店項(xiàng)目關(guān)鍵成功因素的建議,具體有完善加盟商選擇標(biāo)準(zhǔn)和店面選址策略,市場布局分步驟進(jìn)行、優(yōu)化產(chǎn)品結(jié)構(gòu)、提升銷售服務(wù),強(qiáng)化單店賣力、構(gòu)建系統(tǒng)化的培訓(xùn)體系、提升運(yùn)營管控能力五大部分。
[Abstract]:The purpose of this paper is to explore the problems and bottlenecks in the management of ZC tea enterprise chain to join the exclusive store project, through the study of the brand tea chain management related literature, summarize and refine the advanced management experience. With reference to the business highlights of the benchmark enterprises in the industry and the current situation of ZC tea enterprises, the key success factors of the chain joining the specialty store project are found, and the solutions are put forward. Determine its development plan for the next 3-5 years. The main research methods of this paper are investigation, case study, quantitative research, The method of literature research and so on. The specific links and sample stores in the mode of ZC tea enterprises are selected for case analysis. Through literature retrieval, the current situation of research on chain monopoly mode and brand chain management mode of tea enterprises at home and abroad is understood. The conclusion of this paper is based on the analysis of the research data of ZC tea enterprises' sample stores, and through the establishment of financial model to analyze the profit model and store cultivation cycle of the franchisee store, the conclusion of this paper is based on the analysis of the research data of the sample store of ZC tea enterprise. By summing up the key success factors of store management, this paper puts forward a solution to the current management bottleneck of ZC tea enterprise chain joining exclusive store project, and puts forward some suggestions for constructing the key success factors of ZC tea enterprise chain joining exclusive store project. There are five parts: perfect franchisee selection standard and store location strategy, market layout step by step, optimize product structure, enhance sales service, strengthen single store effort, construct systematic training system, enhance operation control ability.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.82

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