五华县松岗嶂有机茶场发展战略研究

发布时间：2018-08-05 18:20

【摘要】：21世纪以来,随着茶叶的保健、疗病功能的进一步开发,使得茶叶的价值更是上升了一个档次。五华县松岗嶂有机绿色茶场成立于2007年,是一家集茶叶种植、加工、销售、科研及客茶文化推广为一体的省级农业产业化重点龙头企业。然而随着茶叶行业竞争的加剧,五华县松岗嶂有机绿色茶场在发展中已呈现出疲态。因此,探索科学的茶场发展战略成为五华县松岗嶂有机绿色茶场亟待解决的重要问题。本文主要结合战略管理的相关理论,在分析五华县松岗嶂有机绿色茶场基本情况、发展战略及重点、主要财务指标的基础上,运用战略管理的基本理论,针对五华县松岗嶂有机绿色茶场的战略环境分析,在产业环境分析、茶场的内部资源优劣分析的基础上,因地制宜地拟定五华县松岗嶂有机绿色茶场的未来的发展战略,并提出战略实施建议,得出结论如下:第一,本文基于企业战略理论,对松岗嶂有机绿色茶场的战略分析,结合当前松岗嶂有机绿色茶场发展的内外部环境,通过定性定量的分析方法,得出适合松岗嶂有机绿色茶场的发展战略。第二,综合考虑松岗嶂有机绿色茶场的竞争优势、竞争劣势、机会和威胁,要想在竞争白热化的环境下生存发展,松岗嶂有机绿色茶场必须懂得顺应时代发展,改进自身劣势,走差异化发展道路。松岗嶂有机绿色茶场通过创新使得产品策略更加新颖,使得业务组合多元化;提升茶叶人才素质,在政府扶持下迅速提升产品品牌知名度。与此同时,继续保持自身原有的优势,凸显优越的产地环境和生态环境、丰富的内含物质和药用作用、生产加工等环节的的产业化、独树一帜的品质特征,走多元化发展道路,才可以在有机绿色茶场激励的竞争环境中开辟出一条适合自己的发展道路。第三,从有机绿茶业务战略而言,松岗嶂有机绿色茶场可以从提升茶叶附加价值、增加产品营销方式、提升茶场品牌形象、强化茶场现代化管理等方面入手,走差异化战略道路。在财务分战略上,建议改良产品与生产技术研发现状,不断的改进工艺和技术,促进茶叶的优质健康生产。在企业组织结构上,建议增加职能部门,与高层领导一起管理下面五个部门。这种方式既有利于发挥职能部门中专家的业务知识,又能减轻高层领导的负担,同时,各下级又受同级职能管理部门的业务指导和监督。在营销分战略上,建议以客户价值核心,细化企业管理系,整合企业各环节资源,创新市场营销模式。此外,笔者还提出松岗嶂有机绿色茶场的战略保障措施,包括提升茶场人才素质、打造现代化茶园、扩大融资渠道、打造营销战略联盟。
[Abstract]:Since the 21st century, with the further development of tea health care and disease treatment, the value of tea has risen to a higher level. Wuhua County Songgangzhang organic green tea house was established in 2007, is a tea planting, processing, sales, scientific research and the promotion of Hakka culture as one of the provincial key agricultural industrialization leading enterprises. However, with the aggravation of the competition in tea industry, the organic green tea farm in Wuhua County has been showing fatigue in the process of development. Therefore, exploring the scientific development strategy of tea yard has become an important problem to be solved urgently in Songhangzhang organic green tea house. Based on the analysis of the basic situation, development strategy and key points of organic green tea farm in Songhangzhang, Wuhua County, this paper applies the basic theory of strategic management based on the related theories of strategic management. In view of the strategic environment analysis of the organic green tea house in Songgangzhang, Wuhua County, on the basis of the analysis of the industrial environment and the advantages and disadvantages of the internal resources of the tea house, the future development strategy of the organic green tea house in Songgangzhang County, Wuhua County, was drawn up according to local conditions. The conclusions are as follows: first, based on the theory of enterprise strategy, this paper analyzes the strategy of organic green tea farm in Songgangzhang, and combines with the internal and external environment of the development of organic green tea house in Songgangzhang. Through qualitative and quantitative analysis, the development strategy of organic green tea farm in Songgangzhang was obtained. Second, considering comprehensively the competitive advantages, competitive disadvantages, opportunities and threats of the organic green tea farm in Songgangzhang, in order to survive and develop in an environment of intense competition, Songgangzhang organic green tea farm must know how to adapt to the development of the times and improve its own inferiority. Take the road of differentiated development. Songhangzhang organic green tea farm through innovation makes the product strategy more novel, makes the business mix diversified, enhances the tea talented person quality, under the government support raises the product brand popularity rapidly. At the same time, it will continue to maintain its original advantages, highlight the superior habitat environment and ecological environment, rich in the industrialization of links such as substance and medicine, production and processing, and take the path of diversified development, with its unique quality characteristics. Only in the competitive environment of organic green tea farm can we open up a road suitable for our own development. Third, from the perspective of the organic green tea business strategy, Songgangzhang organic green tea farm can enhance the added value of tea, increase the way of product marketing, enhance the brand image of tea house, and strengthen the modern management of tea house, and so on. Take the road of differentiation strategy. In the financial sub-strategy, it is suggested to improve the current situation of product and production technology research and development, and constantly improve the process and technology to promote the high quality and healthy production of tea. In the organizational structure of the enterprise, it is suggested to add functional departments to manage the following five departments together with senior leaders. This way can not only bring into play the professional knowledge of the experts in the functional departments, but also lighten the burden of the senior leaders. At the same time, each subordinate is subject to the business guidance and supervision of the functional management departments at the same level. In marketing sub-strategy, it is suggested that the core of customer value should be taken as the core of customer value, the department of enterprise management should be refined, the resources of every link of enterprise should be integrated, and the marketing mode should be innovated. In addition, the author also puts forward the strategic guarantee measures of Songgang Zhang organic green tea yard, including improving the quality of tea yard talents, building modern tea garden, expanding financing channels, and creating marketing strategic alliance.
【学位授予单位】：仲恺农业工程学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F326.12

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