摘 要
安溪铁观音茶经历了黄金十年的发展，涌现了一大批专业做铁观音茶
的茶企，以八马、华祥苑、中闽魏氏和日春等为代表的茶企迅速成长了起
来，这些茶企在天福茗茶先进的经营理念和管理方式的影响下，纷纷走上
企业化的生产经营道路。然而随着铁观音茶叶市场持续往更深层次的方向
发展，市场的需求不断的变化，之前先进的生产经营管理模式在某种程度
上已经不能适应市场发展的需要。主要的问题在于在激烈竞争的市场中同
质化的产品和营销已经不能满足日益多元化的需求，没有明确的战略规划
和市场定位下的盲目扩张，潜伏着较大的经营风险。对于新进的茶企—南
轩茶业如何抓住机遇，规避风险，在竞争激烈的市场中脱颖而出，制定好
合理的竞争战略显得尤为重要。

本文以南轩茶业作实例研究，首先运用 PEST、EFE 矩阵、波特五力
模型和战略群体分析等方法对南轩茶业的外部环境进行了充分的解析，接
着使用 IFE 和价值链分析等工具对南轩茶业的内部环境做了细致的剖析，
最后在内部外环境分析的基础上构造了南轩茶业的 SWOT 分析模型，分析
得出以差异化为主的竞争战略组合，并进一步制定了南轩茶业的短中长期
的战略规划和具体实施方案。

本文的研究结论对产业转型期的中小型茶企同行尤其是新进茶企具
有一定的参考、借鉴和启发的价值和意义。

关键词：竞争战略 茶行业 铁观音

Abstract
After the ten-year golden development of Anxi Tieguanyin tea, a great number
of professional tea enterprises have sprung up, represented by the fast growth of
Bama, Huaxiangyuan, Zhongmin Westergren and Richun tea enterprises. Under the
influence of Tenfu tea’s advanced operation principles and management modes, these
tea enterprises have stepped into the road of entrepreneurial production and
management. However, due to the constant development of Tieguanyin Tea’s market
in deeper direction, market demands continue to change, and the previous production,
operation and management modes have to a certain extent not been able to meet the
needs of market development. The main problem is that homogenized products and
marketing have been unable to meet the increasingly diversified needs in the fiercely
competitive market, and great operation risks lies on the way of blind expansions
which do not have clear strategy planning and market positioning. For the new tea
enterprise-the Nanxuan Tea, rational competitive strategy is of great important for its
seizing opportunities, avoiding risks and rising above the fiercely competitive market.
The paper takes the Nanxuan Tea industry as case study. Firstly it carries on the
use of PEST, EFE matrix, Michael Porter's Five Forces Model, strategic group
analysis and other methods on the thorough analysis of Nanxuan Tea Industry’s
external environment, then the use of IFE, value chain analysis and other means on
the detailed dissections of Nanxuan Tea Industry’s internal environment. Finally it
builds the SWOT analysis model of Nanxuan Tea Industry on the basis of external
and internal environmental analysis, comes up with the competition and strategy
combination with priority to differentiation, and further draws up Nanxuan Tea
industries’ short, medium and long-term strategy planning and specific implementing
plan
The research conclusion of the paper contains values and significance of
reference, borrowing and inspiration to small or medium-sized tea peer enterprises in
the transition period, especially the new tea enterprises.
Keywords: Competitive strategy Tea industry Tieguanyin