Tea And With People

As an economic entity, enterprises are the research object of the discipline of economics where the private family enterprises are particular ones which attract more attention. However, it is not often that other disciplines put importance on the study of family enterprises. A few of scholars with anthropologist background have started to study family enterprises in recent years, while they still haven't study the family companies which sell agricultural products. This paper focuses on the organic tea and the idea of ecological agriculture embodied in it and tries to make some constructive suggestions on the development of the company.Most economists make research on family enterprises in the economic and administrant ways from the respect of organization basis, property right, leadership, as well as command and succeed principles. While this paper is going to analyze the cultural elements reflected in the company's management model, rather than the complicated family relations and the familial leadership and management measures.Although many employees in the company are relatives, but there are no familial characteristics in the marketing method. There is a complete industrial chain of tea in the manufacture and distribution of the product, and the company extends its market to other fields based on this chain. It not only sells tea in a traditional way, (which means the tea is sold in counters in a supermarket), but also has a teahouse, a foot health care center and a branch company selling organic food. After successfully developed the industry chain, the company had then utilized several cultural elements to upgrade the agricultural product to a cultural product. For example, it displays the elements of Chinese traditional tea culture in the tea supermarket; therefore customers can buy teas and in the same time enjoy the fascination of ancient culture. The teahouse is not just a pure restaurant but also can be regarded as a second market to sell teas, as it spreads enterprise's public image by undertaking many activities related to tea culture and in return to promote the sales of teas.Moreover, in the way of decoration of teahouse, the company uses for reference the style of civil houses in the rural areas where the tea grow and says that the chairman of the enterprise Mr.Yu comes from a distinguished Yu clan in his hometown. Through this way, the company realized the goal of upgrading the agricultural product to a cultural product.Based on those above analysed, I tried to demonstrate that the management technique of private enterprises is various and flexible, they are likely to construct new ways to make profits. JS Company makes a good balance between business and cultural activity, so it could accomplish the sublime goal of disseminating the traditional culture as well as make fortune. Moreover,both leaders and employees of the company have different kinds of social and cultural capital(which means people who they know could under specific circumstance help them in one way or another in the managing process),and to make use of such capital properly is very important and beneficial to the company.While there are still some problems in the management practice, such as leaders spend so little time on caring for employees and they do not know each other very well, and the company's soft power is not strong enough.