多维茶空间商业模式开发研究

Development and Research of Business Model of Multidimensional Tea Space

多维茶空间在国内尚属于较新的商业模式,依托茶为载体,辐射多个领域,从价值发现、价值匹配、价值获取方面进行分析确定其盈利逻辑,得出以文化推广、服务感知、产品销售独立存在又互利共生的盈利模式为核心的商业模式框架体系。文章通过市场调研并结合茶行业现状,对商业模式画布理论进行运用和提炼,设计出较为完善的产品体系,实现"学茶、泡茶、饮茶、吃茶、玩茶、用茶、事茶"多茶并济,跨界运用、三线交融,使得多维茶空间与传统的茶学教育项目、茶叶销售企业、茶馆等类似项目比较,更具有现实指导意义。

As an emerging business model in tea industry, multidimensional tea spacerelies on tea as a carrier and radiates many sectors. Thispaper analyzes value discovery, value matching and value capture to identify its profitable logic, and finally works out a framework of business model combining cultural promotion, service perception and product sales with both independent and mutually benefit as its core profit model. This paper conducts a survey of tea market and current development of tea industry to summerize the canvas theory in the business model and design an optimized product system. As a resuh, tea can be applied in various aspects, such as tea education, making, drinking, application, etc. In this way, the multidimensional tea space can be compared with traditional projects of education institutes sales companies, and tea houses to provide reference for practical application.