摘要
服务业发达是一个繁荣国家经济体的基本特征。目前，主要世界发达国家已经基本
确立了以服务经济为主的产业结构。我国服务业发展水平与世界发达经济体相比还有一
定的差距，加快发展现代服务业是推进现代化进程的关键举措。我国服务业发展还面临
一些新的挑战，存在不少问题和困难。但同时当前服务业目前面临的挑战以及国家对现
代服务业的大力支持也给服务业带来了巨大的机会。在此机会下，诞生了大批的服务业
的创业者和创业公司，杭州心源茶楼（以下简称心源茶楼）就是其中之一。随着越来越
多服务性企业的出现，服务业所存在的问题也接踵而来，很多专家学者已经开始研究如
何系统性地分析及解决当前服务业存在的问题,以及如何提高服务业的整体竞争能力

而本文将通过对心源茶楼的竞争策略的研究来给读者提供一个参考的案例分析

本文以理论研究为基础，结合大量的实际资料和笔者的工作经验，首先通过介绍心
源茶楼发展的概况以及国家改革的影响引出心源茶楼将区域创新模式作为重要策略发
展方向的现实意义。随后将通过 PEST 模型和波特五力分析模型工具来对心源茶楼目前
面临的宏观环境和行业环境进行阐述，分析当前环境对心源茶楼可能产生的影响；随后
将通过价值链分析和核心竞争力分析来寻找心源茶楼所拥有的内部资源；最后，通过
SWOT 模型列出心源茶楼自身的优势和劣势以及所面临的外部机遇和威胁，在此基础上
得出心源茶楼应采用差异化竞争策略模式，并通过一系列的内部生产要素分析来为此竞
争策略模式的开展提供保障

通过对心源茶楼外部环境和内部环境的分析和讨论，笔者认为心源茶楼目前虽然只
营业了不到一年，已经形成了一定自己的竞争优势，比如创新的茶楼经营模式，高性价
比的菜肴品质，以及高质量的服务和管理层优秀的组织管理能力等。但同时也存在一些
竞争劣势比如经营规模和消费人数严重不匹配，资金压力较大，管理层茶楼业经验欠缺，
特别是营销经验严重不足，以及所在商圈竞争者很多和人气不足等。针对以上心源茶楼
的优势和劣势，采用差异化竞争策略是适宜的。笔者认为心源茶楼需要在下面方面加以
改进：优化内部各项流程，加强人员管理，提高员工素质；同时要加强菜品研发能力，
保持顾客的新鲜度，加强茶楼的信息化管理程度，最大化提升运营的效率

关键词：竞争策略；差异化策略；茶楼RESEARCH ON HANGZHOU XINYUAN TEAHOUSE
COMPETITIVE STRATEGY
ABSTRACT
Service industry development is a basic feature of the prosperity of the national economy.
At present, the main developed countries in the world have basically established the service
economy as the main industrial structure. There is a certain gap between the development
level of China&39;s service industry and the developed economies in the world. It is a key
measure to accelerate the development of modern service industry in the process of
modernization. China&39;s service industry is also facing some new challenges, there are a lot of
problems and difficulties. But at the same time the current challenges facing the service
industry as well as the country&39;s strong support for the modern service industry has brought
great opportunities to the service industry. On this occasion, the birth of a large number of
service industry entrepreneurs and entrepreneurial companies, Hangzhou Xinyuan teahouse
(hereinafter referred to as Xinyuan teahouse) is one of them. With the emergence of more and
more service enterprises, service industry, the existence of problems come one after another,
many experts and scholars has begun to study how the system to analysis and solve the
problems currently existing in the service industry, and how to improve the overall
competitiveness of the service industry. And this paper will research on Xinyuan teahouse
competition strategy to provide readers with a reference to the case analysis.
The paper takes theoretical research as the foundation, combined with a large number of
actual data and my work experience, At first through the Xinyuan teahouse development
situation and reform state influence leads to Xinyuan teahouse regional innovation mode as an
important strategy development direction of practical significance. Will be followed by the
PEST model and Porter&39;s five forces analysis tools to model of Xinyuan teahouse is currently
facing the macro environment and industry environment described, analysis of the influence
of the environment may have on the Xinyuan teahouse; will be followed by value chain
analysis and analysis of the core competitiveness to find Xinyuan teahouse owned by internal
conditions; finally, through the SWOT model listed Xinyuan teahouse its advantages and
disadvantages and facing the external opportunities and threats. Based on the derived Xinyuan
teahouse should adopt differentiation competitive strategy model, and through a series of
internal analysis of factors of production to compete for strategy to provide security.Through the analysis and discussion of Xinyuan teahouse of external and internal
environment, the author thinks that although the Xinyuan teahouse only business less than a
year, it has formed a own competitive advantage, such as innovation of the teahouse business
model, the high economical of food quality, and high quality service and management good
organization and management ability and so on. But there are also some competitive
disadvantage such as business scale and number of consumption does not match too much,
financial pressure larger, management teahouse industry experience lack, especially the
serious shortage of marketing experience, and where the district competitors many and lack of
popularity. In view of the above Xinyuan teahouse&39;s advantages and disadvantages, the
difference competitive strategy is appropriate. I think Xinyuan teahouse need to be improved:
the internal process optimization in the following aspects, strengthen personnel management,
improve staff quality; at the same time to strengthen food research and development
capabilities, maintain the customer to the freshness and information management level to
strengthen the teahouse, the maximum improve operational efficiency.
KEYWORDS: competitive strategy, differentiation strategy, teahouse目 录
第一章 绪论....1
1.1 研究的目的与意义.......... 1
1.2 研究思路.. 2
1.3 研究方法........
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