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宝升堂茶酵素项目商业计划书

发布时间:2018-03-04 21:33

  本文选题:茶酵素 切入点:差异化竞争战略 出处:《兰州大学》2017年硕士论文 论文类型:学位论文


【摘要】:当前,在茶产业领域,面对庞大的的市场空间和日益增长的终端消费需求,国内资本纷纷布局茶产业。作为我国A股以茶产业为主业的国有上市公司——深圳市深宝实业股份有限公司(以下简称“深宝”),从2002年开始进入茶叶深加工领域,逐步将茶产业作为主业。在完成定向增发后,从2012年启动实施了转型升级战略。目前,深宝已经形成了集原料种植、生产加工、品牌营销、要素交易为一体的茶产业链体系。深宝的转型升级正从产业链前端的重资产投资阶段,逐步转入产业链后端的终端消费品商业化运营阶段。茶酵素项目是深宝转型战略中所储备的优势产品和附加值较高的产品之一。在当前的形势下,茶酵素项目具备作为深宝在进入全面收获期前的终端产品商业化项目的条件。建议未来三年内,深宝公司投资设立合资公司(宝升堂)实施茶酵素项目。基于茶酵素项目承担的目标和选择的理论工具,本商业计划书通过对项目的内外部环境分析,特别是竞争态势分析,尝试运用相关理论和分析工具,得出结论支持项目立项和实施。同时,对市场营销、项目管理、人力资源、融资与财务分析、风险控制等项目实施的5个模块进行了重点的分析和设计,并提出了具体的实施措施。为了增强茶酵素项目实施的可行性和达成预期经营目标,根据本文制定的差异化竞争战略,重点对类似于深宝的国有上市企业在消费类终端产品差异化设计、品牌数据营销、微商运营、全员持股计划等,做了分析和方案设计,使其具有比较强的探索和现实借鉴意义。
[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.

【学位授予单位】:兰州大学
【学位级别】:硕士
【学位授予年份】:2017
【分类号】:F426.82

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