Research On The Development Strategy Of Zhongminhongtai In Anxi Tea Enterprises

Zhongminhongtai is a tea business enterprise,which founded in in the Taobao network May 2009,set up Zhongminhongtai Tieguanyin Hongtai flagship store,main Anxi Tieguanyin tea,the company uses the direct sales model.The company is moving forward at a faster pace,increasing sales revenue from the establishment of the company to the present.However,how to develop enterprise orientation,we must develop a practical and feasible development strategy.The paper takes the Zhongminhongtai industry as case study.Firstly it carries on theuse of PEST,analysis the factors of the domestic tea market in political,economic,social and technological;use of Potter's Five Forces Model,analysis of stakeholders in the enterprise,evaluation the opportunities and threats of enterprise external.In the next place,it elaborates the fundamental state,resources,capability and core competitiveness of Zhongminhongtai,summed up the strengths and weaknesses,analyze the internal conditions of Zhongminhongtai.Finally,comprehensive analysis of internal and external environment by SWOT analysis,develop the competitive strategy of Zhongminhongtai.It is important practical significance of the research on the development strategy of Zhongminhongtai which provided a successful example for strategic development in large number of small and medium enterprises of Anxi tea industry and is worth for using for reference,and also for Anxi Tieguanyin Tea brand to further enhance the reference.