现制茶饮行业在中国的发展今年来呈现突飞猛进的态势。现制茶饮行业在中国迅速崛起，已成为餐饮行业中的重要分支，对促进就业、拉动内需、增加税收均有积极作用。然而在茶饮连锁快速扩张之路充满挑战，尤其是在同质化严重，竞争极度激烈的市场环境中，如何以差异化战略和可持续的方式健康发展是很多品牌面临的重要问题。本文以A公司为例，深入探讨了现制茶饮行业中企业面临的具体问题，并提出了相应的战略建议。通过运用PEST以及波特五力模型，从宏观环境和行业内部环境进行整体分析研究发现现制茶饮行业目前增长速度迅猛，连锁化及规模化趋势明显，格局正在从分散到集中的整合过程中，消费者对健康和高品质产品的诉求推动企业在供应链和工艺端设计研发更为符合当代消费者需求的新式茶饮，信息技术的发展也为企业利用技术手段控制产品品质、定制化满足消费者快速变化的多元性需求提供了可能性。但随着头部企业规模的扩大，企业间的竞争在原材料生产、供应链系统建设及运营能力、品牌文化建设等方面全方位展开，对企业的运营能力要求和战略制定提出了更高的要求，同时不断扩大的头部企业规模也对品质管理和品牌管理提出了更大的挑战。本文通过RBV、SWOT以及价值链等战略管理分析工具的运用，对A公司供应链端、产品端、运营端和品牌文化建设方面进行了系统分析，研究发现A公司在供应链系统建设及运营方面表现出色，但在新商业版图扩张、出海可能性探寻以及品牌文化及消费者认同感建设方面存在一定不足。针对这些问题，本研究提出了一系列战略发展建议，包括以品牌矩阵的方式拓展商业版图、坚守稳健的供应链策略杜绝盲目扩张、探索出海可能性以及增强品牌文化属性建设等。
The freshly prepared tea drink industry in China has experienced a rapid development in recent years. It has swiftly risen to become a significant segment of the catering industry, positively impacting employment, boosting domestic demand, and increasing tax revenues. However, the rapid expansion of tea drink chains presents challenges, especially in a market characterized by high homogeneity and fierce competition. Key issues many brands face include how to develop healthily with a differentiated strategy and sustainably. This paper takes Company A as a case study to deeply examine the specific challenges faced by businesses in the freshly prepared tea drink industry and offers strategic recommendations. Using the PEST and Porter‘s Five Forces models, this study provides a comprehensive analysis of both the macro-environment and the internal industry environment. By applying strategic management analysis tools such as the Resource-Based View (RBV), SWOT, and the Value Chain, this paper systematically analyzes Company A‘s supply chain, product development, operations, and brand culture construction. It finds that Company A excels in supply chain system construction and operations but has deficiencies in exploring new business territories, potential overseas expansion, and building brand culture and consumer identification.In response to these findings, this research proposes a series of strategic development recommendations, including expanding the business territory using a brand matrix approach, adhering to a robust supply chain strategy to prevent reckless expansion, exploring possibilities for international growth, and enhancing the construction of brand cultural attributes.
