Case Study of the Venture Enterprise in New Tea Industry——Taking Chayan Yuese as an example
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.
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