茶旅融合背景下云南茶行业商业模式创新研究

Research on Business Model Innovation of Yunnan Tea Industry Under the Background of Tea and Tourism Integration

中国茶文化博大精深,国家出台系列政策支持茶行业发展,茶叶企业传统商业模式已难以顺应时代的发展,探索新的商业模式成为当下亟待解决的重要议题。文章基于商业模式画布模型,从客户细分、价值主张、渠道通路、客户关系、收入来源、核心资源、关键业务、重要合作、成本结构九要素入手,分析其商业模式存在的问题并提出优化策略。在此基础上,顺应当前文旅融合、乡村振兴趋势,为云南茶行业提出“茶+旅游”创新商业模式。

Chinese tea culture is extensive and profound.The state has issued a series of policies to support the development of tea industry.The traditional business model of tea enterprises has been difficult to adapt to the development of the times.Exploring new business model has become an important issue which needs to be solved urgently.Based on the canvas model of business model,this paper analyzes the problems existing in its business model and puts forward optimization strategies from nine factors including customer segment,value proposition,channel,customer relation,revenue stream,key resource,key activity,key partner and cost structure.On this basis,in line with the current trend of cultural and tourism integration and rural revitalization,the innovative business model of"tea plus tourism"is proposed for the Yunnan tea industry.