Research On The Business Model Of Lincang Yunding Nesting Tea Manor

Chinese tea has a long history and deep tea culture.China's tea planting area and production ranks among the top in the world,but products face a single export market,low export value,tea companies face a situation where there are no brands,brand value is low.Lincang City Cloud Top Tea Estate has obtained four organic certifications from the European Union,China,Japan and the United States for many years.The tea estate has an annual output of 450 tons of high-quality organic oolong tea and has been certified by the World Record Association as the world's largest organic oolong tea estate.The tea estate has a unique geographical location of quality oolong tea mountain physical resources.The overall cost structure is simple,but fixed asset investment accounts for a large proportion,and the distribution of income sources is unreasonable.However,at the moment,the company lacks an effective and clear business model and brand positioning,the sales numbers are therefore not looking very promising.Business model theory was put forward in the 1970s,and with the popularity of the Internet gradually popular,gradually developed into a theoretical and analytical tool.On the basis of the existing literature on business model and business model design,this paper is based on customer value proposition theory,value chain theory and stakeholder theory,and makes full use of classical business model canvas theory and analysis method,based on the current situation of Cloud Top Tea Estate and the development trend of tea industry.Analyzing its current business model,and combining the relevant theoretical knowledge and the background of the times,redesigning the business model to promote thedevelopment of enterprises,but also for the development of other tea enterprises in China to bring reference.