The Industry's Competitive Power Of Tea Beverage In China Analysis Based On "Diamond Theory"

With people's further understanding the components and function of tea and popularization of the idea such as " green and natural, return to nature", tea beverage has become the indispensable drink and health products in people's daily life. Tea beverage industry of our country won development at full speed through the cultivation of more than ten years. However, looked from different fields such as processing of raw materials, technology input, brand founding, enterprise's marketing, etc. the industry of tea beverage is still at primary stage on the whole, shown as directly the competition power of market of the industry is on the low side. If does not take the countermeasure in time, not only it is difficult to consolidate and expand the international market, the domestic market will also receive the enormous impact too. Therefore, the research of the article is a realistic need. And, our country has already participated in international economic competition and cooperation extensively, the connection with international market of domestic every profession and trade is close day by day, in order to further improve the status in international economy of our country, to foster one batch of the industry with international competition power seems particularly important. Comparatively speaking, the beverage industry of tea is a trade with certain competition power after our country " entry to WTO ". The analysis of real examples was done on the basis that historical development and reality of market of tea beverage, relying on industry's competition power theory, centering on industry's competition power evaluation index, using " diamond theory" of Micheal Porter to appraise the reality of industry's competition power of tea beverage of our country, and design countermeasure of promotion of industry's competition power in view of the aboves.The article carries on the discussion to tea beverage and basic intension of industry's competition power of tea beverage at first, It is mainly according to the basic theories of industry's competition power. To practice of beverage development of tea of our country, the basic meaning to industry's competition power of tea beverage is confirmed. Then depend on the formation mechanism of industry's competition power and different research approaches to industry's competition power in theory at present. Follow three principles of the scientific and systematic, combining with focal point and accuracy, and feasibility and effectiveness to construct industry's competition power evaluation index system of tea beverage. Finally, draw lessons from Potter's diamond model to construct the research normal form of the article. I.e. Via the factor of production, demand factor, relevant support industries and enterprises strategy and institutional framework of thinking of " four factors ". Make the analysis of real example to industry's competition of tea beverage of our country to propose the countermeasure of promotion of industry's competition power of tea beverage.Regard industry development as the goal specifically to combine industry's life cycle theory and confirm the corresponding countermeasure system: First, on the comparative productivity of the industry carry on the analysis of real example and theory prospect to structure, market behavior and market performance of market of tea beverage; Second, use industry's life cycle theory to discuss how to turn the present comparative advantage into the competition advantage to turn the potential market into the realistic market, I.e. optimize resource distribution through the innovation of the competition mode to lengthen growth stage of this industry, and promote industry's competition power; Third, promote the resource association of the trade to implement the low-cost tactics. At present, market of tea beverage is at the stage of harding fought battle, no matter throwing oneself into the enterprises while harding fought battle or those outside competitors who planned to enter market of tea beverage, it is essential to adopt the low cost, and it is to promote the resource association of the trade to implement the low-cost effective way; Fourth, make up and use the marketing tactics. With the development of market and aggravation of the competition, any single marketing strategy of beverage enterprise of tea can't meet the market competition. It is the inevitable choice of beverage industry's development of tea that the association of many kinds of marketing tactics uses; Fifth, optimize human resources development and management to pregnant with the source running water of industry's competition power. Because the market of tea beverage expands rapidly and keen competition of the market, make the requirements for human resources of enterprises propose the new challenge constantly. Make the rational human resources tactics, which has essential meaning to existence and developing of enterprises. Sixth, beverage industry of tea and correlated with the capital and technological analysis united by marriage of the industry.