安溪县休闲茶庄园管理绩效评估及应用研究

发布时间：2018-03-03 15:48

本文选题：休闲茶庄园　切入点：管理绩效　出处：《福建农林大学》2017年硕士论文　论文类型：学位论文

【摘要】：休闲茶庄园作为新兴的产业形态,是福建省突破茶产业发展瓶颈的重要探索模式。福建省已安排专项资金建设集茶叶生产、产品加工、营销管理、品牌文化、休闲旅游为一体,具有文化底蕴及内涵的现代茶庄园暨休闲茶庄园。当下对休闲茶庄园管理绩效的研究,有利于休闲茶庄园的规范化管理,有利于旅游服务品质的提升,有利于茶产业品牌的树立,有利于休闲竞争力的增强等多方面重要的现实意义。安溪县位居中国重点产茶县第一位,是中国乌龙茶之乡、茗茶铁观音的发源地。根据福建省安溪县开展"十大金牌茶庄园"建设工程及评选活动,本文选取此次荣获"十大金牌茶庄园"与"茶庄园建设创意奖"荣誉称号的18家茶庄园作为文章研究对象。由此本文以安溪县为研究区域进行实地问卷调查,基于农业企业管理绩效评估模型与安溪县休闲茶庄园管理现状的基本情况,利用德尔菲法与层次分析法创新设计休闲茶庄园管理绩效评估体系,同时运用综合评估与个案分析法对安溪县休闲茶庄园管理绩效进行评估,发现目前茶庄园管理的问题所在,提出安溪县休闲茶庄园管理绩效提升的对策建议。通过本文调查研究得出以下结论:(1)探索前期,问题突显。目前休闲茶庄园管理者最关心的前6个问题依得分次序从大到小为:4.78分"管理人才缺失(涉农懂农、经营管理、项目实施)",4.67分"休闲茶庄园战略决策能力低",4.56分"休闲茶庄园文化凝聚力不足",4.44分"茶文化产品单一、缺乏创意",4.33分"服务软实力落后",4.28分"休闲茶庄园激励机制较差"。(2)初级管理,绩效中等。通过对安溪县休闲茶庄园管理绩效的综合评估,结果表明得分仅为3.94分处于中等状态。在准则层指标中,虽然资源管理处于"良好"状态外,但其数值仅仅超过标准值的0.02,其实质属于中等状态,品牌经营与服务管理均得4分处于"中等"的状态。总体而言,当前安溪县休闲茶庄园管理绩效水平中等,可提升空间大。(3)结合休闲茶庄园产业发展趋势以及休闲茶庄园在绩效管理评估总体评分中等的情况,根据休闲茶庄园在目前管理中与总体评估及个案分析中出现的问题,本文在资源管理,保质保证;战略领导,蓝图构建;品牌经营,商誉塑造;服务管理,游客满意四个层面提出对策建议。
[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.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F326.12

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