黑茶发展战略研究

1安化黑茶发展战略研究摘要茶叶产业一直是益阳的主导优势传统产业。目前，益阳市是湖南省产茶大区，是中国也是世界最大的黑茶产地。“安化黑茶，中国至尊；安化黑茶，世界独有”。随着世界经济一体化加速，国内外市场更加开放，安化黑茶企业的发展有着巨大的不定性。如何抓住机遇，避开威胁?本人认为就是要认真研究安化黑茶企业发展现状，制定一个具有全局性、前瞻性、适应市场经济发展的战略，为安化黑茶企业的发展提供一个参考。本文以企业发展战略相关理论为指导，分析了了安化黑茶发展的内外部环境，运用SWOT分析方法对影响安化黑茶发展的因素进行了优势、劣势、机会和威胁的归类，构建了用10年分三步走，以“资源战”、“整合战”为利器，全面启动集群发展模式，做大做强传统黑茶产业，打造安化黑茶产业一条完整的产业链，形成多元发展、相互支持的发展格局的发展战略，并在企业文化、融资、市场营销、人力资源、科技创新、黑茶文化建设等方面提出了一些具体的实施建议。本文对安化黑茶发展战略进行了分析和构建，对促进安化黑茶以及益阳其他黑茶企业的健康、可持续发展具有一定的指导作用。关键词：安化黑茶、发展战略2ABSTRACTTeaindustryhasbeentheleadingedgeofyiyangtraditionalindustries.Atpresent,isyiyangcityinhunanprovinceteadistrict,isChinaistheworld'sbiggestblackteaorigin.TheChinesesupreme,wehavetea,wealsoblacktea,theworld'sunique.Astheworldeconomicintegrationaccelerate,domesticandinternationalmarketismoreopen,wealsoblackteaenterprise'sdevelopmenthashugeuncertainty.Howtoseizetheopportunity,avoidthethreat?Ithinkistocarefullystudy,wehaveteaenterprisedevelopmentpresentsituation,makeaoverall,prospective,adapttomarketeconomydevelopmentstrategy,forwealsoblackteaenterprise'sdevelopmenttoprovideareference.Inthispaper,guidedbytheenterprisedevelopmentstrategyrelatedtheory,analysisofindications,wehaveteainthedevelopmentofinternalandexternalenvironment,SWOTanalysismethodonthefactorsaffectingthedevelopmentofwealsodarkteastrengths,weaknesses,opportunitiesandthreatsofclassified,constructedwiththreestepsin10years,withtheresourcewars,integrationasthetool,tostarttheclusterdevelopmentmode,strengthenandexpandtraditionalblackteaindustry,buildacompleteindustrialchain,wedarkteaindustry,formapatternofdiversifieddevelopment,supportthedevelopmentofthedevelopmentstrategy,andtheenterpriseculture,finance,marketing,humanresources,scienceandtechnologyinnovation,andblackteacultureconstruction,etc,thispaperputsforwardsomeconcreteproposals.Areanalyzedinthispaper,wehaveteadevelopmentstrategyandbuild,topromote,weblackteaandotherblackteayiyangthehealthyandsustainabledevelopmentoftheenterprisehasacertainguidingrole.Keywords:wealsoblacktea,thedevelopmentstrategy3目录摘要................................................................................................................................1ABSTRACT........................................................................................................................2目录................................................................................................................................3第一章引言....................................................................................................................6第一节研究背景与意义........................................................................................6一、研究背景................................................................................................6二、研究意义................................................................................................7第二节研究内容、思路和方法............................................................................8一、研究内容................................................................................................8二、研究方法..............................................................................................9第二章安化黑茶发展战略研究理论基础..................................................................10第一节企业发展战略理论..................................................................................10第二节竞争力理论..............................................................................................11第三节关于企业战略的分析工具与采用方法................................................12第三章安化黑茶发展环境分析..................................................................................16第一节安化黑茶市场环境分析..........................................................................16一、安化黑茶市场社会环境......................................................................16二、安化黑茶市场政策环境......................................................................17三、安化黑茶市场竞争环境......................................................................17第二节内部环境分析..........................................................................................19一、安化黑茶资源分析..............................................................................19二、企业主体状况分析..............................................................................23三、安化黑茶发展制约因素分析..............................................................23第三节安化黑茶发展战略SWOT分析................................................................264第四章安化黑茶发展战略构建..................................................................................29第一节战略指导思想..........................................................................................29第二节战略目标..................................................................................................29一、总目标..................................................................................................30二、分目标..................................................................................................30第三节战略重点..................................................................................................31第四节战略选择...