Research On Strategy Of Improving Competitiveness Of D Tea Company

Tea has a very important position in ancient and modern Chinese culture and life,and is deeply loved by people.China has a long history of tea planting and production,with a wide area of tea plantations,a wide variety of tea and a large number of practitioners.From a macro point of view,China has the longest history of tea culture and is the largest tea producer and consumer in the world..However,From a business perspective,there are many small and scattered enterprises engaged in tea production and sales in China,and the competition in the industry is fierce.With the continuous expansion of tea garden area in China in recent years,tea stocks are rising,tea enterprises are facing greater operational pressure,and the quality,efficiency and competitiveness need to be improved urgently.D Tea Company was founded in 1949.After more than 70 years of development,IT has become one of the leading enterprises in China’s tea industry.However,in terms of its market share in recent years,its market share is obviously low,and there is a problem of insufficient competitiveness.There is a large space for improvement in the future.In this context,this paper studies the competitiveness promotion strategy of D Tea Company,in order to provide some help for D tea Company to improve market share,obtain competitive advantages,and provide some beneficial reference for the competitiveness improvement of similar enterprises in the industry.Firstly,this paper combs the concept and related theories of enterprise competitiveness,laying the theoretical foundation and establishing the research framework of this paper.Secondly,the macro environment,industry environment and current situation of D Tea Company are analyzed.Through the analysis,the strengths and weaknesses,opportunities and threats of D Tea Company are summarized.Thirdly,through expert interview method and questionnaire method,relevant expert opinions in the industry are collected and sorted out.Targeted and representative relevant evaluation indicators are selected,and a competitiveness evaluation model is established.Analytic Hierarchy Process and fuzzy comprehensive evaluation method are used to analyze and evaluate the competitiveness of D Tea Company.Thus,problems existing in production,marketing,enterprise operation and development of D Tea Company are found out.Finally,through the analysis of problems reflected,communication through expert interview method to collect relevant opinions and Suggestions,combined with the author’s own knowledge and experience,puts forward the D tea company to improve the old equipment,optimization of product packaging,to streamline the product quantity,strengthen the competitive power promotion strategy,such as the network marketing and puts forward the funds,talents,enterprise culture and other aspects of the safeguard measures.