茶葉產(chǎn)業(yè)競爭力分析

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摘要 本論文重點(diǎn)研究句容市茶葉產(chǎn)業(yè)的競爭力現(xiàn)狀，對(duì)于一個(gè)產(chǎn)業(yè)來說，競爭力強(qiáng)弱非常重要，這幾乎決定了整個(gè)產(chǎn)業(yè)的發(fā)展前景。如果不及時(shí)分析產(chǎn)業(yè)現(xiàn)狀并找出存在問題，給出合理的對(duì)策，將會(huì)導(dǎo)致產(chǎn)業(yè)發(fā)展停滯不前甚至消失。句容市的茶葉產(chǎn)業(yè)擁有得天獨(dú)厚的自然資源和深厚的歷史文化沉積，但近年來發(fā)展并不理想，發(fā)展還存在很大的突破空間。本文先是通過分析其他茶產(chǎn)區(qū)的代表城市和句容市茶葉產(chǎn)業(yè)的產(chǎn)量對(duì)比及市場占有率對(duì)比，了解句容市茶葉產(chǎn)業(yè)的市場現(xiàn)狀，再使用波特鉆石模型和營銷競爭力分析對(duì)句容市茶葉產(chǎn)業(yè)的生產(chǎn)要素、需求條件、相關(guān)產(chǎn)業(yè)和支持產(chǎn)業(yè)的表現(xiàn)、企業(yè)的戰(zhàn)略、結(jié)構(gòu)以及產(chǎn)品創(chuàng)新與開發(fā)的能力、質(zhì)量管理的能力、品牌管理與營銷傳播的能力、供應(yīng)鏈與銷售管理的能力、服務(wù)與客戶關(guān)系管理的能力等多個(gè)方面進(jìn)行了分析。了解目前國內(nèi)及當(dāng)?shù)夭枞~市場行情，找出句容市茶葉產(chǎn)業(yè)所存在的問題，為政府制定切實(shí)可行的茶葉產(chǎn)業(yè)政策提供一定得理論和客觀依據(jù)，使句容市茶葉生茶和貿(mào)易結(jié)構(gòu)得以改善，茶葉競爭力得以提高。

關(guān)鍵詞 ： 競爭力 茶葉產(chǎn)業(yè) 波特鉆石模型


The Tea Industrial Competitiveness Analysis of JURONG
Abstract：This paper focuses on the status of the tea industry competitive Jurong , for an industry, competitive strength is very important, which determines the development prospects of almost the entire industry. If you do not timely analysis of industry status and identify problems , give a reasonable response, will lead to industrial development stagnated or even disappear. Jurong 's tea industry is blessed with natural resources and profound historical and cultural deposition , but in recent years is not ideal, there is a big breakthrough in the development of space . This paper first analyzes yield by comparing the market share compared to other tea producing areas of the city and representatives of the tea industry and the Jurong , Jurong understand the status of the tea industry in the market , and then use the diamond model and marketing competitive analysis of Jurong City tea industry production factors , demand conditions, related industries and support industrial performance , strategies , structure and product innovation and development of enterprises, the ability of quality management, the ability to brand management and marketing communications , supply chain management and sales many aspects of capability, service and customer relationship management capabilities were analyzed . Understand the current domestic and local tea market , Jurong tea industry to identify the problems , provide some objective was theoretical and practical basis for the development of the tea industry, government policies that Jurong tea raw tea and to improve trade structure tea competitiveness can be improved .

Key words：competitiveness tea industrial Michael Porter diamond Mode

目錄
第1章 緒論 1
1.1研究背景以及意義 1
1.2國內(nèi)相關(guān)文獻(xiàn)綜述 1
1.2.1國外研究現(xiàn)狀 1
1.2.2國內(nèi)研究現(xiàn)狀 2
1.3本文的研究方法、主要觀點(diǎn) 3
第2章 理論準(zhǔn)備 5
2.1波特鉆石模型 5
2.1.1鉆石模型的含義 5
2.1.2鉆石模型的運(yùn)用 5
2.2市場營銷競爭力 5
第3章 句容市茶葉競爭力現(xiàn)狀 6
3.1產(chǎn)量的對(duì)比 6
3.2市場占有率的比較 6
3.3句容市茶葉產(chǎn)業(yè)競爭力在全國影響力 7
第4章 影響句容市茶葉產(chǎn)業(yè)競爭力因素與存在的問題 8
4.1生產(chǎn)要素 8
4.1.1勞動(dòng)要素 8
4.1.2土地要素 8
4.1.3資本要素 9
4.1.4企業(yè)家才能 9
4.1.5生產(chǎn)技術(shù)優(yōu)勢 9
4.2國內(nèi)及句容市的市場需求狀況 10
4.3相關(guān)產(chǎn)業(yè)和支持性產(chǎn)業(yè) 11
4.4企業(yè)戰(zhàn)略、結(jié)構(gòu)和同業(yè)競爭 11
4.4.1句容市茶葉產(chǎn)業(yè)戰(zhàn)略 11
4.4.2句容市茶場組織結(jié)構(gòu) 12
4.4.3句容市茶葉產(chǎn)業(yè)同業(yè)競爭 12
4.5市場營銷競爭力分析 12
4.5.1產(chǎn)品創(chuàng)新與開發(fā)的能力 13
4.5.2質(zhì)量管理的能力 13
4.5.3品牌管理能力 13
4.5.4供應(yīng)鏈與銷售管理的能力 14
4.6句容市茶葉產(chǎn)業(yè)存在的問題 14
第5章 提升句容市茶葉產(chǎn)業(yè)競爭力的對(duì)策 15
5.1依靠科技進(jìn)步，提高茶葉單產(chǎn)量 15
5.2積極探索多種茶葉產(chǎn)業(yè)化組織形式，克服小規(guī)模經(jīng)營的弊端 15
5.3提高茶葉產(chǎn)品質(zhì)量，確保茶葉質(zhì)量安全 16
5.4大力開發(fā)人力資源 16
5.5加強(qiáng)品牌建設(shè)，提高農(nóng)產(chǎn)品附加值 17
5.5.1統(tǒng)一與調(diào)劑 17
5.5.2品牌戰(zhàn)略與維護(hù) 18
結(jié)論與展望 19
參考文獻(xiàn) 20
致謝 22
附錄A 23