大连理工大学专业学位硕士学位论文
摘
要
近年来，随着“一带一路”、乡村振兴等政策的实施，给茶产业的发展带来很多机
遇。茶企只有抓住茶产业发展的机遇，制定科学的发展战略，才能不断成长，推动我国
茶产业结构不断优化升级。C公司是一家从事茶叶的种植、生产、加工、销售的中小企
业，公司采用“公司+基地+农户”的经营模式，以纯天然茶叶为原料，生产茶叶及茶叶
衍生品。目前，公司主打国内市场，并积极进军国际市场。虽然公司市场覆盖面在不断
扩大，但依然存在资金缺口大、组织结构不完善、人力资源配置不合理、线上营销能力
较弱且营销深度和广度不够、茶叶的精深加工技术低、缺乏国内国际知名的茶叶品牌等
短板，C公司如何在激烈的市场竞争中抢占机遇、凸显优势并弥补短板，是当前战略发
展中的当务之急。
因此，本文以C公司为研究对象。首先，介绍了企业的研究的背景与意义、研究的
内容与思路以及研究的方法。同时，介绍了战略管理理论和四种分析工具。其次，运用
PEST和五力模型对C公司外部条件进行详细分析。同时，对公司的基本简介、目前拥有
的资源、能力等内部条件进行分析。再次，运用SWOT矩阵和QSPM矩阵，确定公司战略
选择为SO战略，制定前期、中期和后期战略目标。同时，根据战略目标，从产品提升
战略、市场开发战略、产业量拓展战略和营销提升战略四个方面提出具体的战略实施措
施。接下来，在战略实施保障方面，主要从人力资源配置、财务资金支持、管理体系完
善、组织结构调整和品牌形象提升五个方面制定实施。最后，简要梳理本论文所进行的
工作以及形成的研究结论。
本文运用战略管理研究工具为公司制定与实施科学有效的发展战略，进一步提升C
公司的实力，推动C公司最终发展成为世界知名、中国著名的红茶品牌企业。与此同时，
也希望此论文可以为今后云南茶产业的发展提供一定的参考借鉴。
关键词：C公司；发展战略；SWOT分析；五力模型
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云南 C茶业有限公司发展战略研究
Research on the Development Strategy of Yunnan C Tea Industry Co.,Ltd.
Abstract
In recent years, with the implementation of policies such as the belt and Road Initiative
and rural revitalization, many opportunities have been brought to the development of the tea
industry.Enterprise only catch the opportunity of development of tea industry, formulate the
development strategy of science, can keep growing and promote upgrading of China's tea
industrial structure.C company is a small and medium-sized enterprise engaged in the
cultivation, production, processing and sales of tea. The company adopts the business model
of "company + base + peasant household" and takes pure natural tea as raw material to
produce tea and tea derivatives. The company focuses on the domestic market, and actively
enter the international market.Although the company's market coverage in the constantly
expanding, but there is still a big funding gap, imperfect organizational structure, human
resource allocation is not reasonable, the online marketing ability is weak, inadequate
marketing depth and breadth, low tea deep processing technology, such as the lack of
domestic and international famous tea brand, how C company in the fierce market
competition to grab opportunities, highlighting advantages and make up the short board, It is
an urgent matter in the current strategic development. How to seize opportunities, highlight
advantages and make up for weaknesses in the fierce market competition of C company is the
top priority in the current strategic development.
Therefore, based on the C company as the research object, this thesis sets up scientific
and reasonable development strategy for C company.Firstly, it introduces the research
background and significance, research content and ideas, and research methods of the
enterprise. At the same time, the strategic management theory and four kinds of analysis tools
are introduced.Secondly, the external conditions of C company are analyzed in detail by using
PEST and five forces model.At the same time, the basic introduction of the company, the
current resources, capabilities and other internal conditions are analyzed.Thirdly, in the aspect
of strategic selection and implementation, SWOT matrix and QSPM matrix are used to
determine the company's strategic positioning as SO strategy, and to formulate strategic
objectives in the early, middle and late stages. At the same time, according to the strategic
objectives, from the product promotion strategy, market development strategy, industry
improvement strategy and marketing promotion strategy of four specific strategic
implementation measures.Next, in terms of strategy implementation, it is mainly formulated
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大连理工大学专业学位硕士学位论文
and implemented from four aspects: human resource allocation, financial support,
management system improvement, organizational structure adjustment and brand image
improvement.
This thesis uses strategic management research tools to formulate and implement
scientific and effective development strategies for the company, further enhance the strength
of C company, and promote C company to eventually develop into a world-renowned and
famous black tea brand enterprise in China. At the same time, it is hoped that this paper can
provide some reference for the development of Yunnan tea industry in the future.
Key Words：C company; Development strategy; SWOT analysis; Five models
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