【摘要】：茶葉產(chǎn)業(yè)一直是云南省各級(jí)政府支持和發(fā)展的產(chǎn)業(yè)。目前,云南省是我國茶葉種植面積最大的省份。隨著茶葉市場(chǎng)的升溫以及社會(huì)主義市場(chǎng)經(jīng)濟(jì)深入,企業(yè)發(fā)展變數(shù)將越來越大,企業(yè)發(fā)展的風(fēng)險(xiǎn)與機(jī)遇并存,企業(yè)要如何抓住機(jī)遇,避開各種發(fā)展中威脅,將是企業(yè)發(fā)展過程中必須面對(duì)的情況。筆者認(rèn)為,只有不斷深入地研究云南省茶葉生產(chǎn)企業(yè)的發(fā)展現(xiàn)狀,制定出適應(yīng)云南龍生茶業(yè)股份有限公司發(fā)展的戰(zhàn)略,為其它茶葉企業(yè)的發(fā)展提供參照。 本文以產(chǎn)業(yè)發(fā)展、企業(yè)成長(zhǎng)和企業(yè)發(fā)展戰(zhàn)略相關(guān)理論為指導(dǎo),以云南龍生茶業(yè)股份有限公司為例,從公司目前的發(fā)展現(xiàn)狀、存在的問題,分析了公司發(fā)展中內(nèi)部、外部環(huán)境現(xiàn)狀,通過運(yùn)用SWOT的分析方法,從公司發(fā)展中的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅的各個(gè)方面進(jìn)行分類分析了龍生公司發(fā)展中的因素,并且運(yùn)用波特的五力模型進(jìn)行了公司發(fā)展戰(zhàn)略的分析和選擇,從而確立了公司未來10年的發(fā)展戰(zhàn)略,通過“古茶開發(fā)”、“茶產(chǎn)業(yè)整合”為企業(yè)發(fā)展構(gòu)想,進(jìn)一步推動(dòng)和鞏固公司產(chǎn)業(yè)發(fā)展模式,不斷做大做強(qiáng)公司的產(chǎn)業(yè)發(fā)展,形成“基地管理”、“產(chǎn)品加工”、“各渠道市場(chǎng)銷售”的茶葉產(chǎn)業(yè)新模式,并在市場(chǎng)投融資、產(chǎn)品市場(chǎng)營(yíng)銷、人力資源培訓(xùn)、生產(chǎn)技術(shù)創(chuàng)新、茶葉品牌建設(shè)與企業(yè)文化建設(shè)等方面構(gòu)建了公司具體的發(fā)展方向。 本文理論分析和實(shí)際操作兩個(gè)方面對(duì)云南龍生茶業(yè)股份有限公司發(fā)展戰(zhàn)略進(jìn)行了分析和構(gòu)建,對(duì)促進(jìn)該公司以及其它茶葉企業(yè)的健康、可持續(xù)發(fā)展具有一定的指導(dǎo)作用。
[Abstract]:Tea industry has been the support and development of Yunnan government at all levels of the industry. At present, Yunnan Province is the largest tea planting area in China. With the heating up of the tea market and the deepening of the socialist market economy, the variables of enterprise development will become more and more large. The risks and opportunities of enterprise development coexist. How should the enterprise seize the opportunity to avoid all kinds of developing threats? Will be the enterprise development process must face the situation. The author believes that only by studying the present situation of tea production enterprises in Yunnan Province, and making a strategy suitable for the development of Yunnan Longsheng Tea Co., Ltd., can we provide reference for the development of other tea enterprises. Under the guidance of the theories of industry development, enterprise growth and enterprise development strategy, and taking Yunnan Longsheng Tea Co., Ltd as an example, this paper analyzes the internal development of Yunnan Longsheng Tea Co., Ltd. This paper analyzes the factors in the development of Longsheng Company from the aspects of strengths, weaknesses, opportunities and threats in the development of the company by using the analysis method of SWOT. And using Porter's five-force model to analyze and select the development strategy of the company, so as to establish the development strategy of the company in the next 10 years, through "ancient tea development", "tea industry integration" for the enterprise development concept. To further promote and consolidate the industrial development model of the company, to continuously expand and strengthen the industrial development of the company, to form a new tea industry model of "base management", "product processing" and "marketing in various channels", and to invest in and raise funds in the market, Product marketing, human resource training, production technology innovation, tea brand construction and corporate culture construction have constructed the specific development direction of the company. In this paper, the development strategy of Yunnan Longsheng Tea Co., Ltd is analyzed and constructed from two aspects: theoretical analysis and practical operation, which has a certain guiding role in promoting the health and sustainable development of the company and other tea enterprises.
【學(xué)位授予單位】：云南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F272;F426.82

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本文編號(hào)：2377214