中国茶饮料消费市场核心竞争力分析

The Analysis on Consumer Market Core Competitiveness of Tea Beverage in China

通过回顾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。

This article reviewed the course of development for market of tea beverage. Based on the frame- work 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＇s five forces competitive model, the competitive strategy on market for product con- sumption can be determined. Focus on enterprise＇s actual combination of SWOT, we can put forward four strate- gy systems： increasing type, various operating type, reversing type and defending type, which has guiding signifi- cance to practical activities of enterprise.