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。
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＂.
出处
《重庆电子工程职业学院学报》
2012年第1期27-30,共4页
Journal of Chongqing College of Electronic Engineering
关键词
蓝海战略理论
战略布局图
价值创新
Tea Industry
Blue Ocean Strategy
Strategic Layout
Value Innovation
