茶叶产业一直是云南省各级政府支持和发展的产业。目前,云南省是我国茶

叶种植面积最大的省份。随着茶叶市场的升温以及社会主义市场经济深入,企业

发展变数将越来越大,企业发展的风险与机遇并存,企业要如何抓住机遇,避开

各种发展中威胁,将是企业发展过程中必须面对的情况。笔者认为,只有不断深

入地研究云南省茶叶生产企业的发展现状,制定出适应云南龙生茶业股份有限公

司发展的战略,为其它茶叶企业的发展提供参照。

本文以产业发展、企业成长和企业发展战略相关理论为指导,以云南龙生茶

业股份有限公司为例,从公司目前的发展现状、存在的问题,分析了公司发展中

内部、外部环境现状,通过运用SWOT的分析方法,从公司发展中的优势、劣势、

机会和威胁的各个方面进行分类分析了龙生公司发展中的因素,并且运用波特的

五力模型进行了公司发展战略的分析和选择,从而确立了公司未来10年的发展战

略,通过“古茶开发”、“茶产业整合”为企业发展构想,进一步推动和巩固公司产业

发展模式,不断做大做强公司的产业发展,形成“基地管理:“产品加工、“各渠

道市场销售”的茶叶产业新模式,并在市场投融资、产品市场营销、人力资源培训、

生产技术创新、茶叶品牌建设与企业文化建设等方面构建了公司具体的发展方向。

本文理论分析和实际操作两个方面对云南龙生茶业股份有限公司发展战略进

行了分析和构建,对促进该公司以及其它茶叶企业的健康、可持续发展具有一定

的指导作用。

关键词:云南龙生茶业股份有限公司;发展战略;策略

Abstract

Tea industry has been always supported by the Yunnan provincial government at all

levels. So far, Yunnan has fte largest tea producing area in China. As the tea market is

booming and the socialist market economy is penetrating, enterprises will encounter

more variations in development. There will be both risks and opportunities. How to

seize the opportunities and to avoid various threats must be faced by enterprises while

its business growing. I believe that enterprises should further study the current situations

of tea production companies in Yunnan Province,and make an appropriate development

strategic plan for Yunnan Longsheng Tea Industry Co. Ltd, (Yunnan Longsheng) in

order to provide a reference to other tea companies.

Based on certain theory of indusfrial development, business growth and business

development strategy, by taking Yunnan Longsheng as an example.

This paper analyzes both internal and external situations in business growth from

the perspective of company's current status and existing issues. By applying SWOT

methodology, it analyzes factors in Yunnan Longsheng's growth from all aspects of the

company's strength, weakness, as well as opportunities and risks. It also uses Porter's

five forces model for analysis and choices of company's strategic development. Thus it

establishes the company's growth strategy for next 10 years. Based on the concept of

Ancient Tea Development’,and Tea Industry Restructure and Consolidation”,the

company's business model is further promoted and strengthened, and the company's

industrial development is getting bigger and stronger. In the mean while, a new tea

industrial model of Base Managment”,‘^Product Processing”,and Channel

Marketing is established,and the company's specific direction in terms of market

investment and financing, product marketing, human resourcing and training,

production technology innovation, tea brand building and corporate culture

development has been structured. In this paper,it analyzes and conducts the strategic

development plan for Yunnan Longsheng in terms of both theoretical analysis and

practical application to guide the company as well as other tea companies to facilitate

the healthiness and sustainability of the tea industry.

Key Words:Yunnan Longsheng Tea Industry Co. Ltd; Development Strategy; Strategy