M茶业集团有限公司发展战略研究
Research on the Development Strategy of M Tea Company
Abstract
Yunnan province has a long history of tea production and tea making. There are six
major tea areas in Yunnan province: Dali tea area in the west, Dehong tea area in the west,
Baoshan tea area and Lincang tea area in the southwest, Simao tea area and Xishuangbanna
tea area in the south. M tea company is the largest company in Baoshan. The company's main
task is to grow and produce tea.There are only 51 national key enterprises in China. It is one
of the national key enterprises.It plays an important role in promoting the local brand and
developing the local economy.
This article mainly starts with the research actuality and the development trend.It will be
analyzed from both internal environment and external environment.The external environment
mainly includes: the macro-environment、the industry environment and the competitive
environment.The macro-environment mainly includes: political、economic、culture and social.
The industry environment includes: international competition and domestic competition.The
competitive environment is mainly analyzed comprehensively by using the Five-force
Model,demonstrated and analyzed through a large number of data such as the number of
domestic tea enterprises and the number of new enterprises entering the market every
year.The internal environment analysis is mainly carried out from the physical object, human
resources, finance, technology and brand resources.
This thesis uses SWOT analysis tool to analyze M tea company.Accurately identify
opportunities of M tea company.The opportunities includes:government support、new
breakthroughs in tea tourism integration and the arrival of the we-media era；The threats
includes:the disorderly competition among enterprises、 the emergence of "shanzhai"
products、the impact of other brands、the limitation of international market barriers；
The advantages include: brand、location、technology and supply；The disadvantages
include:low profits、low processing ability of the product、lack of human resources and huge
force majeure risk.According to The SWOT analysis,define the company's development
strategy is Growth Strategy.
The research ideas of this thesis are as follows: First, introduce the mission and
development goals of the enterprise;Second,regard Integrated strategy - Vertical as the
enterprise’s overall development goal;Third, the functional level strategy is introduced in
detail.At the same time, in order to help enterprises to implement the development strategy,
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大连理工大学专业学位硕士学位论文
it is emphasized that enterprises need to establish systematic dynamic strategic management
consciousness and new ideas of three-dimensional tea industry. Finally,enterprise will take
four safeguards to make sure the realization of the company's development strategy.
Key Words：Development strategy；SWOT analysis；Strategic planning; Tea industry
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M茶业集团有限公司发展战略研究
目录
摘 要.............................................................................................................................I
Abstract ............................................................................................................................. II
1 绪论.............................................................................................................................. 1
1.1 研究背景和意义............................................................................................... 1
1.1.1 研究的背景............................................................................................ 1
1.1.2 研究的意义............................................................................................ 2
1.2 研究内容........................................................................................................... 3
1.2.1 研究的思路............................................................................................ 3
1.2.2 研究的方法............................................................................................ 4
2 相关理论概述.............................................................................................................. 6
2.1 战略管理理论概述........................................................................................... 6
2.2 战略分析工具................................................................................................... 7
2.2.1 PEST分析.............................................................................................. 7
2.2.2 波特的五力模型.................................................................................... 8
2.2.3 SWOT分析............................................................................................ 9
3 M茶业集团有限公司战略环境的分析 ................................................................... 11
3.1 外部环境分析................................................................................................. 11
3.1.1 宏观环境分析...................................................................................... 11
3.1.2 行业环境分析...................................................................................... 16
3.1.3 竞争环境的五力模型分析.................................................................. 21
3.2 内部环境分析................................................................................................. 25
3.2.1 公司的基本情况.................................................................................. 26
3.2.2 公司经营业绩情况.............................................................................. 26
3.2.3 实物资源.............................................................................................. 27
3.2.4 人力资源.............................................................................................. 27
3.2.5 财务资源.............................................................................................. 28
3.2.6 技术资源.............................................................................................. 28
3.2.7 品牌资源.............................................................................................. 29
4 M茶业集团有限公司 SWOT分析.......................................................................... 30
4.1 M公司优势分析 ............................................................................................ 30
4.2 M公司劣势分析 ............................................................................................ 32
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