摘要 随着经济社会发展，人们对健康饮品的需要越来越高，茶叶作为传统饮品 在国际和国内两个市场的产销量都在逐步提升。信阳毛尖作为绿茶的一种，本 身具备多种优势。首先，从口感、功效来说，信阳毛尖茶香气高雅、清新，味 道鲜爽、醇香，含有多中营养成分，具有生津解渴、清心明目、提神醒脑、去 腻消食等多种功能。其次，从文化内涵来说，通过沏茶、赏茶、闻茶、饮茶等 方式能美心修德，学习礼法，领略传统美德，喝茶能静心、静神，有助于陶冶 情操、去除杂念。同时，信阳毛尖茶兼具商务、娱乐的功能满足不同消费群体 的需要。再次，从政策支持上来说，信阳毛尖是当地的支柱产业，各级政府积 极出台政策支持茶产业发展，特别是市政府出台信阳市茶产业发展规划（2012 ——2020）提出全市茶产业布局总体规划为“两带两集两网一线”的概念，合 理布局促进茶产业发展。 然而，信阳毛尖茶在实际经营销售中，一直存在销售困境，信阳毛尖茶走 不出河南，在全国知名度不高，与同为中国十大名茶的铁观音、碧螺春等的发 展相比有很大差距。究其原因，主要是信阳毛尖茶市场混乱，当地政府对信阳 毛尖品牌保护力度不过，经营商自有品牌意识淡薄，经营观念落后，销售模式 单一，后续服务不到位等问题。 在此背景下，成立小微型企业——信阳毛尖公司具有很强的可行性。信阳 毛尖公司办公区设在市内，加工储藏去位于信阳市第一产茶乡镇浉河港镇，该 地生茶种植面积大、交通便利。公司注册资本 200 万，核心团队由五名合伙人 组成。公司以轻资本运作，以加工、销售为主，通过收购当地农户种植的生茶， 获得原材料，经过分挑品级、集中加工，提高单个农户的炒茶效率和品质。同 时重点放在打造品牌，争取消费者对企业的认可和信心，通过线上和线下结合、 传统和创新互助的方式营销。信阳毛尖公司在时代背景下，科学管理运营，发 展前景良好，具有较好的经济效益和社会效益。 关键词，信阳毛尖 品牌意识 销售模式 商业计划书II Abstract With the economic and social development, people increasingly high demand for health drinks, tea as a traditional beverage in the international and domestic market production and sales are gradually increased. Xinyang Maojian as a green tea, itself has a variety of advantages. First of all, from the taste, efficacy, the tea aroma elegant, fresh mellow, containing more nutrients,to greasy digestion and other functions. Second, from the cultural connotation, through the tea, tea tours, smell tea, tea, etc. can be Maxim's morality, learning etiquette, a taste of traditional virtues, tea to meditate, help cultivate sentiments, remove distractions . At the same time, the tea both business and entertainment functions to meet the needs of different consumer groups. Again, from the policy support, the tea is the local pillar industries, governments at all levels actively introduced policies to support the development of tea industry, especially the municipal government introduced the development of tea industry in Xinyang City Planning (2012-2020) proposed the overall layout of the city's tea industry Planning for the two with two sets of two lines concept, rational layout to promote the development of tea industry. However, the tea in the actual business sales, there has been sales difficulties, the tea can not get out of Henan, the national visibility is not high, with the same as China's top ten tea Tieguanyin, Biluochun compared to the development of very Big gap. The reason is mainly the tea market chaos, the local government Xinyangmaojian brand protection efforts, however, operators own brand awareness, business concept backward, a single sales model, follow-up services are not in place and other issues. . In this context, the establishment of small micro-enterprises - Xinyang Maojian company has a strong feasibility. Xinyang Maojian company office located in the city, processing and storage to be located in Xinyang City, the first production of tea Township Shihe Gangzhen, the tea planting area of large, convenient transportation. Companies registered capital of 2 million, the core team consists of five partners. Companies to light capital operation, processing, marketing mainlyIII through the acquisition of local farmers to grow raw tea, access to raw materials, after sub-pick level, centralized processing, improve the efficiency and quality of a single farmer's fried tea. At the same time focus on building the brand, for consumers to business recognition and confidence, through online and offline integration, traditional and innovative ways of mutual marketing. Xinyang Maojian company in the context of the times, scientific management and operation, good prospects for development, with good economic and social benefits. Key Words: Xinyang Maojian tea;brand sense ;sales model;Business PlanIV 目录目录 第一章 绪论 ............................................................................................. 1 第一节 研究背景..................................................................................................1 第二节 研究意义..................................................................................................2 第三节 研究内容与思路......................................................................................2 第二章 公司项目介绍............................................................................. 4 第一节 项目概况..................................................................................................4 第二节 项目实施位置规划..................................................................................6 第三节 公司组织结构、部门职责和创业核心人员..........................................7 第三章 茶产业发展现状分析............................................................... 10 第一节 国际茶产业发展现状............................................................................10 第二节 国内茶产业发展现状............................................................................14 第四章 公司的外部环境分析............................................................... 18 第一节 政治环境................................................................................................18 第二节 经济环境................................................................................................19 第三节 文化社会环境........................................................................................20 第四节 技术环境................................................................................................22 第五章 市场分析................................................................................... 23 第一节 市场概况................................................................................................23 第二节 信阳毛尖公司的市场定位和品牌策略................................................24 一 市场定位 ..................................................................................................................24 二 品牌策略 ..................................................................................................................25 第三节 信阳毛尖公司的 SWOT 分析...............................................................26 第四节 竞争对手分析........................................................................................27 第六章 营销策略................................................................................... 29 第一节 信阳毛尖消费需求特点........................................................................29 第二节 信阳毛尖公司营销策略分析................................................................30 第三节 产品的销售模式....................................................................................32 一 传统门店营销 ..........................................................................................................32 二 互联网营销 ..............................................................................................................33 第七章 项目的财务和风险分析........................................................... 36 第一节 财务分析................................................................................................36V 第二节 项目的风险管理....................................................................................37 一 风险分析 ..........................................................................