Fujian White Tea's History, Current Situation And Its Marketing Strategy Study

White tea is one of the special teas of Fujian. As a traditional export tea of China, white tea occupies an important position in the international market because of its health-care features. Northeastern Fujian is the origin and the main producing areas of Chinese white tea, where White tea production blessed with the natural environment with a natural and harmonious cultural landscape. Min white tea industry as the important rural economy in the Northeast pillar industries, its rapid and healthy development has far-reaching significance to the new rural construction of the west bank of Taiwan straits.This paper that based on a review of the literature on the Fujian white tea historical aspect, by doing deep research, further improved the historical material of Fujian white tea. On one hand, this paper comparative analysis the Fuding and Jianyang areas of Fujian white tea-producing, governance and the marketing status quo, also conduct a comparative analysis with Anxitieguanyin, found that Fujian white tea corporations should building Fujian white tea marketing strategic alliances as the marketing strategy. On the other hand, an empirical analysis approach has been used to analyze the consumer behaviors and consumer psychology of Fujian white tea potential consumer, also analyze the advantage and opportunities of Fujian white in order to further determine Fujian white tea marketing strategy.Theoretical analysis based on Fujian white tea marketing connotation of the strategic alliance and its characteristics, on the Fujian white tea marketing the need for strategic alliances, Fujian white tea marketing analysis of the feasibility of strategic alliances. Study on Construction of Fujian white tea Enterprise Marketing Strategic Alliance model, enterprises and the advantages arising from the Union. Fujian white tea history through research, production and marketing status quo, consumer analysis, introduced white tea advantage of Fujian, the Fujian white tea to the establishment of enterprise marketing strategic alliance options and put forward specific marketing strategies - Fujian white tea culture marketing.