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中国是世界茶叶的生产大国,同时也是茶叶消费大国。2006年,我国茶叶的总产量达到了102万吨,其中28.7万吨出口到世界各地,出口额5.47亿美圆,也就是说出口单价不超过2个美圆/公斤,另外差不多73万吨的茶叶用于了内销,随着我国经济发展水平的提高,人们的生活水平也日益提高,消费能力增强,茶叶消费也出现了数量、质量、价格齐增的局面,茶叶内销市场也日益得到商家的高度重视。目前,我国茶叶内销市场的通路基本上以茶叶批发市场、茶庄、茶馆以及商场和超市等为主。近两年的普洱茶消费热,使得一些厂家的产品炙手可热、奇货可居,许多连锁经营、品牌加盟店也应运而生,这对于长期以来品牌意识比较淡薄的茶叶企业来说,无疑是一件好事。但是笔者认为茶叶企业在发展连锁经营(专卖)时应考虑几个问题:
China is a major producer of tea in the world and is also a big consumer of tea. In 2006, the total output of tea in our country reached 1.02 million tons, of which 287,000 tons were exported to all over the world with an export volume of 547 million U.S. dollars, which means that the export price per unit does not exceed 2 U.S. dollars per kilogram, and another 730,000 tons for tea In the domestic market, with the improvement of the level of economic development in our country, people’s living standard is also increasing day by day, their spending power is increasing, and the quantity, quality and price of the tea consumption also appear the same. The tea domestic market is also increasingly valued by the merchants . At present, the path of China’s domestic tea market is basically dominated by tea wholesale markets, tea houses, tea houses, shopping malls and supermarkets. Pu’er tea consumption in recent years, heat, making some manufacturers of hot products, unique goods, many chain stores, brand franchise also came into being, which for a long time the brand awareness of tea companies is undoubtedly a good thing. However, I believe that tea enterprises in the development of chain operations (monopoly) should consider several issues: