茶缤纷餐饮有限公司成功创业案例研究

发布时间：2018-02-12 01:25

本文关键词： 奶茶创业运营管理市场营销人力资源管理　出处：《兰州大学》2011年硕士论文　论文类型：学位论文

【摘要】：随着市场就业压力的增大,以及80、90后成长为社会的新兴群体,越来越多的人开始尝试选择“创业”。对于创业者来说需要积极发现市场供求缺口并为此牵线搭桥、整合资源并且愿意承担风险。Cantillon把这样的人称为创业者,这样的精神称为企业家精神…… 本文选取茶缤纷餐饮有限公司从无到有,从初创走向发展的真实故事作为素材以案例分析的题材向读者展示了茶缤纷作为新创立的企业在整个发展过程当中所面临的困难与挑战。文章首先对于市场环境以及奶茶行业的发展情况进行了调查分析,结合茶缤纷自身的优势和劣势寻找到了茶缤纷市场定位。并分别从店面选址、产品定位设计、产品定价、原材料成本控制、采购规划到市场营销,人员管理等方面所遇到的问题深入剖析,揭示出企业创业过程中所出现的管理问题。茶缤纷管理者充分利用管理理论指导创业的过程,使理论与实践有机地结合在奶茶企业的成功运作当中。虽然现在茶缤纷的经营规模还不大,但将其逐步成长的过程加以总结、提炼形成案例研究报告,可以为奶茶行业中的经营者以及准备创业的人们参考和借鉴。
[Abstract]:As the pressure on employment in the market increases and the post-80s generation grows into a new generation of society, more and more people begin to try to start a business. For entrepreneurs, they need to actively identify and bridge the gap between supply and demand in the market. Integrate resources and be willing to take risks. Cantillon calls such people entrepreneurs, and this spirit is called entrepreneurship. This article chooses the tea riotous catering co., Ltd. From scratch, The true story from the beginning to the development is used as the material to show the readers the difficulties and challenges in the whole process of the development of the newly established enterprise as a newly established enterprise with the theme of case analysis. First, the article discusses the market environment. As well as the development of milk tea industry, Combine the advantages and disadvantages of tea riotous to find the market positioning of tea profusion. And from store location, product positioning design, product pricing, raw material cost control, procurement planning to marketing, The problems encountered in personnel management are analyzed in depth, which reveals the management problems in the process of enterprise entrepreneurship. Tea managers make full use of the management theory to guide the process of starting a business. Make theory and practice combine organically in the successful operation of milk tea enterprise. Although the business scale of tea is not big now, the process of its gradual growth is summarized, and a case study report is formed, which can be used for reference and reference for the managers of milk tea industry and the people who are preparing to start a business.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F719.3

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