云南龙生茶业股份有限公司发展战略研究
发布时间：2018-12-13 20:46
【摘要】：茶叶产业一直是云南省各级政府支持和发展的产业。目前,云南省是我国茶叶种植面积最大的省份。随着茶叶市场的升温以及社会主义市场经济深入,企业发展变数将越来越大,企业发展的风险与机遇并存,企业要如何抓住机遇,避开各种发展中威胁,将是企业发展过程中必须面对的情况。笔者认为,只有不断深入地研究云南省茶叶生产企业的发展现状,制定出适应云南龙生茶业股份有限公司发展的战略,为其它茶叶企业的发展提供参照。 本文以产业发展、企业成长和企业发展战略相关理论为指导,以云南龙生茶业股份有限公司为例,从公司目前的发展现状、存在的问题,分析了公司发展中内部、外部环境现状,通过运用SWOT的分析方法,从公司发展中的优势、劣势、机会和威胁的各个方面进行分类分析了龙生公司发展中的因素,并且运用波特的五力模型进行了公司发展战略的分析和选择,从而确立了公司未来10年的发展战略,通过“古茶开发”、“茶产业整合”为企业发展构想,进一步推动和巩固公司产业发展模式,不断做大做强公司的产业发展,形成“基地管理”、“产品加工”、“各渠道市场销售”的茶叶产业新模式,并在市场投融资、产品市场营销、人力资源培训、生产技术创新、茶叶品牌建设与企业文化建设等方面构建了公司具体的发展方向。 本文理论分析和实际操作两个方面对云南龙生茶业股份有限公司发展战略进行了分析和构建,对促进该公司以及其它茶叶企业的健康、可持续发展具有一定的指导作用。
[Abstract]:Tea industry has been the support and development of Yunnan government at all levels of the industry. At present, Yunnan Province is the largest tea planting area in China. With the heating up of the tea market and the deepening of the socialist market economy, the variables of enterprise development will become more and more large. The risks and opportunities of enterprise development coexist. How should the enterprise seize the opportunity to avoid all kinds of developing threats? Will be the enterprise development process must face the situation. The author believes that only by studying the present situation of tea production enterprises in Yunnan Province, and making a strategy suitable for the development of Yunnan Longsheng Tea Co., Ltd., can we provide reference for the development of other tea enterprises. Under the guidance of the theories of industry development, enterprise growth and enterprise development strategy, and taking Yunnan Longsheng Tea Co., Ltd as an example, this paper analyzes the internal development of Yunnan Longsheng Tea Co., Ltd. This paper analyzes the factors in the development of Longsheng Company from the aspects of strengths, weaknesses, opportunities and threats in the development of the company by using the analysis method of SWOT. And using Porter's five-force model to analyze and select the development strategy of the company, so as to establish the development strategy of the company in the next 10 years, through "ancient tea development", "tea industry integration" for the enterprise development concept. To further promote and consolidate the industrial development model of the company, to continuously expand and strengthen the industrial development of the company, to form a new tea industry model of "base management", "product processing" and "marketing in various channels", and to invest in and raise funds in the market, Product marketing, human resource training, production technology innovation, tea brand construction and corporate culture construction have constructed the specific development direction of the company. In this paper, the development strategy of Yunnan Longsheng Tea Co., Ltd is analyzed and constructed from two aspects: theoretical analysis and practical operation, which has a certain guiding role in promoting the health and sustainable development of the company and other tea enterprises.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.82
本文编号：2377214
[Abstract]:Tea industry has been the support and development of Yunnan government at all levels of the industry. At present, Yunnan Province is the largest tea planting area in China. With the heating up of the tea market and the deepening of the socialist market economy, the variables of enterprise development will become more and more large. The risks and opportunities of enterprise development coexist. How should the enterprise seize the opportunity to avoid all kinds of developing threats? Will be the enterprise development process must face the situation. The author believes that only by studying the present situation of tea production enterprises in Yunnan Province, and making a strategy suitable for the development of Yunnan Longsheng Tea Co., Ltd., can we provide reference for the development of other tea enterprises. Under the guidance of the theories of industry development, enterprise growth and enterprise development strategy, and taking Yunnan Longsheng Tea Co., Ltd as an example, this paper analyzes the internal development of Yunnan Longsheng Tea Co., Ltd. This paper analyzes the factors in the development of Longsheng Company from the aspects of strengths, weaknesses, opportunities and threats in the development of the company by using the analysis method of SWOT. And using Porter's five-force model to analyze and select the development strategy of the company, so as to establish the development strategy of the company in the next 10 years, through "ancient tea development", "tea industry integration" for the enterprise development concept. To further promote and consolidate the industrial development model of the company, to continuously expand and strengthen the industrial development of the company, to form a new tea industry model of "base management", "product processing" and "marketing in various channels", and to invest in and raise funds in the market, Product marketing, human resource training, production technology innovation, tea brand construction and corporate culture construction have constructed the specific development direction of the company. In this paper, the development strategy of Yunnan Longsheng Tea Co., Ltd is analyzed and constructed from two aspects: theoretical analysis and practical operation, which has a certain guiding role in promoting the health and sustainable development of the company and other tea enterprises.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.82
【参考文献】
相关期刊论文 前2条
1 朱仲海;Godfrey Titus Kipyas;;肯尼亚茶产业发展概况[J];茶叶经济信息;2006年04期
2 樊治平,孙永洪;基于SWOT分析的企业知识管理战略[J];南开管理评论;2002年04期
，本文编号：2377214
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