| 八马茶业蓝海战略分析 |
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| 引用本文： | 李淑燕.八马茶业蓝海战略分析[J].重庆职业技术学院学报,2012,21(1):27-30. |
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| 作者姓名： | 李淑燕 |
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| 作者单位： | 泉州经贸职业技术学院,福建泉州,362411 |
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| 摘 要： | 传统竞争理论认为,产品差异化或者降低成本是获得竞争优势的有效手段,蓝海战略理论则认为,产品差异化和低成本的结合为客户创造附加值。安溪铁观音的市场占有率高,竞争力强。但是安溪茶业行业市场秩序和茶叶价格混乱。八马茶业资源丰富,市场潜力巨大。该文根据蓝海战略理论,分析了安溪茶叶产业现状,并利用＂剔除-减少-增加-创造＂四步动作框架,审视了当前的茶叶市场逻辑,重新描绘了八马茶业战略布局图。
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| 关 键 词： | 蓝海战略理论 战略布局图 价值创新 |
An Analysis of Eight Horses Tea According to Blue Ocean Strategy |
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| LI Shuyan.An Analysis of Eight Horses Tea According to Blue Ocean Strategy[J].Journal of Chongqing Vocational& Technical Institute,2012,21(1):27-30. |
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| Authors: | LI Shuyan |
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| Institution: | LI Shuyan(Quanzhou Economic and Trade Vocational and Technical College,Quanzhou Fujian 362411,China) |
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| Abstract: | Contrast to the traditional competition theory,Blue Ocean Strategy pursuit of differentiation and low-cost,creating value for customers while reducing costs,and simultaneously enhance business value and customer value.Tie Guan Yin gradually recognized and accepted by,have a high acceptance of the tea market,very competitive.However,competition in the industry of the tea industry fall into a price war based ＂Red Sea＂.Eight Horses Tea Industry has a wealth of tangible and intangible resources,which is a great market opportunity.According to the theoretical tools of Blue Ocean Strategy,the strategic layout of the Anxi tea industry,the use of ＂excluded-reduce-increase-to create a＂ four-step action framework to examine the logic of existing industry,re-list the strategic layout of the eight horses tea industry,analysis eight Horses tea Industry value innovation to create the eight-horse tea industry is a huge new ＂Blue Ocean＂. |
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| Keywords: | Tea Industry Blue Ocean Strategy Strategic Layout Value Innovation |
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