Research On Tea Plural Form Chain Business And Anxi Tieguanyin Group's Expanding Regional Markets

As the result of developing modern grand industry, Chain Business have developed for over 100 years and become a popular business management mode internationally. It is permeated into many industries including tea industry. There is no doubt that in China tea chain business starts with "Tenfu's Tea", a famous tea chain business entrepreneur, which has the largest amounts of chain stores in China and all of them are regular chain stores. Tenfu's successful management mode gives an inspiration to private tea entrepreneurs in Fujian. Some of them begin the exploration and practice of tea chain business and succeed greatly. On manage pattern, they adopt plural form—combining regular and franchise chain; on format, the major formats are tea exclusive shop and tea special counter, there are also tea house and tea hyper market. Nowadays, the most representative tea plural form chain business entrepreneur is none but "Anxi Tieguanyin Group", an old Oolong Tea manufacture entrepreneur.However, due to the influences of customers' tea consumption habits, consumption levels, wills of potential franchisees, competition situations and competitors, the development strategies differ from each other when A.T.G is expanding at different regional markets.This research pinpoints the competition status in Fuzhou municipal districts market and the most direct competitor by Strategic Group Analysis Method, analyses the most direct competitor by Michael E Porter's Competitor Analysis Model probes the situation of A.T.G's customers and potential franchisees by analyzing the results of Market Questionnaire Survey, and then summarizes further expanding strategies by comprehensive analysis, all of which offer reference for A.T.G's large-scale expansion and a normal form for other tea chain business entrepreneurs' plans for expanding regional market.According to comprehensive analysis of A.T.G's competition environment, competitors, consumers and potential franchisees in Fuzhou municipal district market, this research separately presents "Strategy of Combining Jumping Expansion with Enclosing Expansion" as strategic selection for expansion model, "Multi-strategy" as strategic selection for expansion path and "Strategy of Support and Assistance" as strategic selection for expansion support stystems, all of which are expected to offer useful reference for A..T.G's further development and advance.