中国茶饮料消费市场核心竞争力分析.doc

中国茶饮料消费市场核心竞争力分析 - 1 - 中国茶饮料消费市场核心竞争力分析# 钟佳琪，吴远征** （金陵科技学院商学院，南京 211169） 摘要：深入分析产品消费市场状况对于实现产业资源优化配置、促进产业健康发展、提升产5 业整体发展水平具有重要作用。本文回顾了茶饮料市场的发展历程，基于 SWOT 模型框架 对茶饮料消费市场的现状进行了系统分析，并据此分析与茶饮料消费市场相关的供应商、购 买者、新进入者、替代品及现有行业内竞争产品等的竞争策略；通过波特“五力分析模型” 确定茶饮料消费市场的竞争策略，针对企业实际情况的 SWOT 组合提出增长型、多种经营 型、扭转型和防御型等四种战略体系，对企业实践活动具有较强的指导意义。 10 关键词：茶饮料；消费市场；SWOT分析；波特五力模型 中图分类号：F063.2 The Analysis on Consumer Market Core Competitiveness of Tea Beverage in China 15 Zhong Jiaqi, Wu Yuanzheng (Business School of Jinling Institute of Technology, NanJing 211169) Abstract: Analysis on the status of market for product consumption has an important role in realizing optimal allocation of industry resources, promoting the healthy development of industry, improving whole development of industry. This article reviewed the course of development for 20 market of tea beverage. Based on the framework of SWOT model,there is analysis on present situation of the market, also with competitive strategy about suppliers, buyers, new comers, substitutes and current intra-industry competing products which is related to the market. According to Porter#039;s five forces competitive model, the competitive strategy on market for product consumption can be determined. Focus on enterprise’s actual combination of SWOT, we 25 can put forward four strategy systems: increasing type, various operating type, reversing type and defending type, which has guiding significance to practical activities of enterprise. Keywords: tea beverage; consumer market; SWOT analysis; Porter#039;s five forces competitive model 30 0 引言 随着时代的迅速发展与人民生活水平的提高，茶饮料凭借其健康、快捷、天然，方便的 特点得到越来越多人的青睐，中国茶饮料行业的迅速崛起推动着茶产业可持续发展[1]，销售 量超过碳酸饮料位列第一，整个产业的发展已经步入成熟期，呈现出结构多元化、口味多样 化的特点[2]。 35 中国茶饮料市场的高速发展吸引了众多国内外的知名饮料企业的目光，相关产业资本大 量地注入。在茶饮料产品同质化现象日趋严重的形势下，面对巨大的茶饮料消费市场，各企 业更着力于差异化经营。茶饮料的消费市场推动着市场竞争不断升级，竞争不但决定谁拥有 消费市场的话语权，同时也是茶饮料资源流动的内生变量，所以做好茶饮料行业的消费市场 以及核心竞争力分析成为获得话语权的一大关键性因素。 40 - 2 - 1 茶饮料内涵及市场现状分析 广义上的茶饮料是用水浸泡茶叶，经抽提、过滤、澄清等工艺制成的茶汤或在