摘要
自2014年创立以来,茶颜悦色凭借其独特的国风元素、价格优势和良好的用户体验得到了成功发展,现已成为全国知名网红茶饮品牌。通过对该企业进行研究,发现引入国风元素、保持价格优势和拓宽销售渠道是其取得成功的主要原因,而文化运用不当、原料供应受限以及企业管理欠缺则是其发展中面临的重要挑战。基于茶颜悦色的创业案例,可以总结出对初创企业的几点启示:运用文化力量,提升核心能力;提供优质服务,打造良好口碑;加强企业管理,提高员工福利。
Since its establishment in 2014,Chayan Yuese has gradually become an Internet-famous brand of tea drinking in China by virtue of its unique business model.Through the study of this enterprise,this paper found that the main reasons for its success are the introduction of national style elements,maintaining price advantages and expanding sales channels,while the important challenges in its development are the improper use of culture,limited supply of raw materials and shortcoming of enterprise management.Based on the entrepreneurial case of Chayan Yuese,several enlightenments for start-ups can be summarized:using cultural power to enhance core competence;providing quality service to create a good reputation;strengthening enterprise management and improving employee welfare.
作者
彭攀
徐雅淇
陈梓沂
郭云贵
Peng Pan;Xu Yaqi;Chen Ziyi;Guo Yungui(Business School,Hunan University of Science and Technology,Xiangtan,Hunan 411201)
出处
《北方经贸》
2024年第10期143-146,共4页
Northern Economy and Trade
基金
2024年湖南省大学生创新创业训练计划项目(S202410534095)。
关键词
茶颜悦色
新式茶饮
网红品牌
Chayan Yuese
new tea
Internet-famous brand
