ZC茶企连锁加盟专卖店模式研究

发布时间：2018-03-15 20:13

本文选题：品牌茶企　切入点：连锁加盟　出处：《首都经济贸易大学》2014年硕士论文　论文类型：学位论文

【摘要】：本文的写作目的旨在探究ZC茶企连锁加盟专卖店项目在经营中所面临的问题和发展瓶颈,通过研究品牌茶叶连锁经营方面的相关文献,总结提炼先进的经营管理经验,并借鉴行业标杆企业的经营亮点,结合ZC茶企自身现状,寻找到其连锁加盟专卖店项目的关键成功因素,并提出解决方案,确定其未来3-5年的发展计划。本文的研究方法主要有调查法、案例研究法、数量研究法、文献研究法等。选取ZC茶企连锁加盟专卖店模式中的具体环节和样本门店进行案例分析。通过文献检索了解国内外关于连锁专卖模式、茶叶企业品牌连锁经营模式的研究现状,吸收先进经验,为本论文提供理论支持。本文的结论基于对ZC茶企样本门店的调研数据分析,通过建立财务模型分析加盟店盈利模式和店面培育周期,通过对店面经营关键成功因素的总结,对ZC茶企连锁加盟专卖店项目目前的经营瓶颈提出解决方案,提出构建ZC茶企连锁加盟专卖店项目关键成功因素的建议,具体有完善加盟商选择标准和店面选址策略,市场布局分步骤进行、优化产品结构、提升销售服务,强化单店卖力、构建系统化的培训体系、提升运营管控能力五大部分。
[Abstract]:The purpose of this paper is to explore the problems and bottlenecks in the management of ZC tea enterprise chain to join the exclusive store project, through the study of the brand tea chain management related literature, summarize and refine the advanced management experience. With reference to the business highlights of the benchmark enterprises in the industry and the current situation of ZC tea enterprises, the key success factors of the chain joining the specialty store project are found, and the solutions are put forward. Determine its development plan for the next 3-5 years. The main research methods of this paper are investigation, case study, quantitative research, The method of literature research and so on. The specific links and sample stores in the mode of ZC tea enterprises are selected for case analysis. Through literature retrieval, the current situation of research on chain monopoly mode and brand chain management mode of tea enterprises at home and abroad is understood. The conclusion of this paper is based on the analysis of the research data of ZC tea enterprises' sample stores, and through the establishment of financial model to analyze the profit model and store cultivation cycle of the franchisee store, the conclusion of this paper is based on the analysis of the research data of the sample store of ZC tea enterprise. By summing up the key success factors of store management, this paper puts forward a solution to the current management bottleneck of ZC tea enterprise chain joining exclusive store project, and puts forward some suggestions for constructing the key success factors of ZC tea enterprise chain joining exclusive store project. There are five parts: perfect franchisee selection standard and store location strategy, market layout step by step, optimize product structure, enhance sales service, strengthen single store effort, construct systematic training system, enhance operation control ability.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82

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