Study On The Integration Management Of Tea Industry Chain In Anxi

Tea being one of three bigest drinks in the world, the whole world has 160 countries and area people who have consumption habit for drinking tea and tea products, more than two billions of people being keen on tea. China is the world’s oldest country for cultivating tea and drinking tea country, which has thousands of years of processing tea and drinking tea. The effection of Chinese tea industry in the international market has been continuously improving, which bringing new opportunity for Chinese tea industry, and laying a good foundation for the Chinese tea industry to expand overseas markets.However, in the same time of implementing span-type development and facing new opportunity, the fast and sustainable development of tea industry for Chinese major tea producing regions encounters the hitherto unknown bottleneck.For example,tea plant capacity being already saturated,tea raw materials supply growth being restricted ,the standardized and large-scale tea production chain having never been formed, the interest unbalance of each linking subject in the tea industry chain, tea industry chain being still very narrow short, health and quality safety of tea being controlled difficultly,and so on.The integration management and optimization and upgrading of tea industry chain could take many benefits:improving the overall performance of the tea industry chain, improving the guarantee degree of tea quality safety, promoting widening and extension of the tea industry chain, and so on.Anxi county is the birthplace of tea" Tieguanyin", having the good reputation of " The hometown of Chinese Oolong-tea" and" China Tea City" in the world, which has been created early or lately the first on total area of tea plantations, tea total output, total output value of tea, tea, tea merchants, beneficiary population in the tea, Chinese tea market trading volume and trading volume. Yunnan Province, Guizhou Province, Sichuan Province, Zhejiang province and other tea advocate produce a division of tea industry practice, and observing the development of tea industry practice of major tea producing regions example as Yunnan Province, Guizhou Province, Zhejiang Province, Sichuan Province, which the development level and stage of tea industry is equivalent with the tea industry in Anxi County, or some of which are closer to Anxi County. Therefore, We have reasons for concluding that: The bottleneck encountered by tea industry in Anxi, which other China’s major tea producing regions also encounter or will encounter in the future. Therefore, this paper takes the tea industry in Anxi County for an example,through the questionnaire of the tea planting subject,processing subject,circulating subject and retail subject, collecting first-hand data,using the correlated measurement method,understanding of Anxi county tea industry chain operating performance of the key influencing factors and their action mechanism, finding the key influential factors for the involved-tea-diversification will of the tea company, According to the above research conclusion,it puts forward Anxi county tea industry chain integration management and optimization and upgrading of the policy proposal. It is mainly the ninth chapter.The paper includes 7 main aspects. (1) Using literature research method, it analyses the research literatures industry chain operating performance influencing factors and the related content of the domestic and international scholar, which makes a foundation for the analysis on the tea industry chain performance potential influencing factors. It is mainly the second chapter. (2) It analyses the present situation and the existing problems of tea industry in Anxi county, the association between the development of tea industry and the economic development of Anxi, the significance of the integration management optimization and lengthening and widening of tea industry chain. It is mainly the third chapter.(3) It is the designization of the measured variables of tea-industry-chain operating performance and its potential factors.This paper designs the operating performance measurement variables of the tea industry chain from the objective performance and subjective performance.The objective performance evaluation index include turnover, satisfaction of sale price and reducing of transaction costs;the subjective performance evaluation indicators includes degree of customer collaboration, degree of sales smooth and satisfaction of customer. The tea industry chain operating performance potential influencing factors includes: 11 factors of policy environment market environment, 3 factors of market environment, 2 factors of social environmental, 10 factors of planting step, 12 factors of processing step, 11 factors of circulation step, 12 factors of retail step. It is mainly the fourth chapter.(4)Combining entropy-weight method and multivariate linear regression analysis, it identificating the key influence factors of the operating performance of planting step, processing step, circulation step, retail step. It is mainly the sixth chapter. (5)On the basing of the identification results of the key influence factors, using SEM,it studies the affecting mechanism of key factors,understandes the influence for the operating performance of of planting step, processing step, circulation step, retail step from the operating environment of tea industry chain . It is mainly the seventh chapter.(6)Through literature reviewing and surveyingand interviewing, it determines potential influential factors on the involved-tea-diversification will of tea companies.Then using multiple linear regression analysis, it finds the key influential factors for the involved-tea-diversification will of the tea company. It is mainly the eighth chapter.(8) According to the above research conclusion,it put forward Anxi county tea industry chain integration management and optimization and upgrading of the policy proposal. It is mainly the ninth chapter.Through theoretical analysis and empirical research, this paper draws the following conclusions: (1) the correlation of Anxi tea industry and economic development have shown that Anxi tea industry and the overall economy, primary industry, secondary industry and tertiary industry have a high degree of association, the rapid development of tea industry is an important factor which promotes Anxi county economic development. (2) to identify key factors of tea industry chain’s operating performance to show that, in growing part of factors, include of customer relationships, growing experience, farming techniques, harvesting techniques, access to information, communication, tea-quality, link with the tea plant operating performance has a significant positive correlation. In processing part of factors, include of marketing capabilities, supplier relationship management capabilities, equipment, information feedback, ability to pay, health and safety, have a significant positive impact on the operating performance of tea processing chain. In circulation factors, include of customer relations, information feedback, blending capacity, tea quality, customer development, have a significant positive impact on the operating performance in circulation. In the factors of retail sectors, include of feedback, supplier relations, tea quality, service quality, transport facilities, geographical location, customer relationship, have a significant positive correlation for overall operating performance of retail sectors. In environment factors, Market development, technology promotion, information services, market reputation, scientific research, logistics services also have a significant positive correlation for overall operating performance of tea industry chain.(3)The key factors affecting the mechanism of action studies have shown that: environmental factors on plant factors, processing factors, distribution factors and retail factors have a significant direct impact, cultivation factors on the processing factors have a significant direct impact, Processing factors on the distribution factors have a significant direct impact, at the same time retail factors on the cultivation have an indirect impact, retail factors on plant factors, distribution factors have a significant direct impact, at the same time distribution factors on the processing factors have an indirect impact.(4)At present, in Anxi county tea related diversification will is lower, the result of identify the key factors is that market prospects of tea, tea industry, earning capacity, technical difficulty and tea related diversification will have a significant indirect impact. Expected benefits related to tea industry, firm size, adequacy of personnel, assets, liabilities, revenue growth rate and the main business and tea related diversification will have a significant direct impact.Basing on the above conclusion of the study, this paper puts forward policy recommendations of tea industry chain of integrated management and upgrading. Include of internal integration of management measures of tea plant chain, processing chain, circulation and retail chain, and every chain’s effective convergence of measures, operating environment of the tea industry chain optimization; tea-based business perspective to broaden and extend the industrial chain measures.