杭州心源茶楼竞争策略研究

发布时间：2018-03-29 07:29

本文选题：竞争策略　切入点：差异化策略　出处：《西北农林科技大学》2017年硕士论文

【摘要】：服务业发达是一个繁荣国家经济体的基本特征。目前,主要世界发达国家已经基本确立了以服务经济为主的产业结构。我国服务业发展水平与世界发达经济体相比还有一定的差距,加快发展现代服务业是推进现代化进程的关键举措。我国服务业发展还面临一些新的挑战,存在不少问题和困难。但同时当前服务业目前面临的挑战以及国家对现代服务业的大力支持也给服务业带来了巨大的机会。在此机会下,诞生了大批的服务业的创业者和创业公司,杭州心源茶楼(以下简称心源茶楼)就是其中之一。随着越来越多服务性企业的出现,服务业所存在的问题也接踵而来,很多专家学者已经开始研究如何系统性地分析及解决当前服务业存在的问题,以及如何提高服务业的整体竞争能力。而本文将通过对心源茶楼的竞争策略的研究来给读者提供一个参考的案例分析。本文以理论研究为基础,结合大量的实际资料和笔者的工作经验,首先通过介绍心源茶楼发展的概况以及国家改革的影响引出心源茶楼将区域创新模式作为重要策略发展方向的现实意义。随后将通过PEST模型和波特五力分析模型工具来对心源茶楼目前面临的宏观环境和行业环境进行阐述,分析当前环境对心源茶楼可能产生的影响;随后将通过价值链分析和核心竞争力分析来寻找心源茶楼所拥有的内部资源;最后,通过SWOT模型列出心源茶楼自身的优势和劣势以及所面临的外部机遇和威胁,在此基础上得出心源茶楼应采用差异化竞争策略模式,并通过一系列的内部生产要素分析来为此竞争策略模式的开展提供保障。通过对心源茶楼外部环境和内部环境的分析和讨论,笔者认为心源茶楼目前虽然只营业了不到一年,已经形成了一定自己的竞争优势,比如创新的茶楼经营模式,高性价比的菜肴品质,以及高质量的服务和管理层优秀的组织管理能力等。但同时也存在一些竞争劣势比如经营规模和消费人数严重不匹配,资金压力较大,管理层茶楼业经验欠缺,特别是营销经验严重不足,以及所在商圈竞争者很多和人气不足等。针对以上心源茶楼的优势和劣势,采用差异化竞争策略是适宜的。笔者认为心源茶楼需要在下面方面加以改进:优化内部各项流程,加强人员管理,提高员工素质;同时要加强菜品研发能力,保持顾客的新鲜度,加强茶楼的信息化管理程度,最大化提升运营的效率。
[Abstract]:The development of services is a basic feature of a prosperous economy. The major developed countries in the world have basically established an industrial structure dominated by the service economy. Compared with the developed economies in the world, there is still a certain gap between China's service industry development level and the world's developed economies. Speeding up the development of the modern service industry is a key measure to promote the modernization process. There are many problems and difficulties. But at the same time, the current challenges facing the service industry and the country's strong support for the modern service industry have also brought enormous opportunities to the service industry. A large number of entrepreneurs and startups in the service industry have been born, among which Xinyuan Tea House in Hangzhou is one of them. With the emergence of more and more service enterprises, the problems in the service industry have followed one after another. Many experts and scholars have begun to study how to systematically analyze and solve the problems existing in the current service industry. And how to improve the overall competitiveness of the service industry. And this paper will provide a reference case study for readers through the study of the competition strategy of Xinyuan Tea House. Combining with a lot of practical data and the author's working experience, By introducing the general situation of Xinyuan teahouse development and the influence of national reform, this paper introduces the practical significance of Xinyuan teahouse taking regional innovation mode as an important strategy development direction. Then, it will use PEST model and Porter's five-force analysis model. Tools to explain the macro environment and the industry environment that Xinyuan Tea House is facing at present. Analysis of the impact of the current environment on Xinyuan teahouse; then through the value chain analysis and core competitiveness analysis to find Xinyuan teahouse owned internal resources; finally, The advantages and disadvantages of Xinyuan teahouse and the external opportunities and threats are listed through SWOT model. On the basis of this, it is concluded that Xinyuan tea house should adopt the differentiated competition strategy model. Through the analysis and discussion of the external and internal environment of Xinyuan teahouse, the author thinks that Xinyuan teahouse has only been in operation for less than a year. Has formed its own competitive advantage, such as innovative tea business model, high-quality dishes with high performance and price ratio. But there are also some competitive disadvantages such as the serious mismatch between the scale of operation and the number of consumers, the pressure of capital, and the lack of experience in the management of the teahouse industry. Especially the serious lack of marketing experience, as well as the number of competitors in the business district and the lack of popularity, etc. In view of the advantages and disadvantages of the above Xinyuan teahouse, The author thinks that Xinyuan teahouse should be improved in the following aspects: optimize the internal flow, strengthen the management of staff, improve the quality of staff, and strengthen the ability of food research and development. Keep the freshness of the customers, strengthen the information management of the teahouse, and maximize the efficiency of operation.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.3

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