The Market Surveys And The Economic Development Planning Of Tea House In Chongqing

Teahouse is a traditional service industries, with thousands of years in our history. Especially in the past three decades, along with the development of the economy of our country, the improvement of people's living standards and the increased of people's leisure time, teahouse industry was promoted into prosperity. According to the statistics, the total teahouse of our country can be 100,000, including varieties of teahouse, tea house, tea shop, tearoom, and it's output reach about 100 billion yuan. However, the teahouse's contribution to society is not only economy, but also playing a significant role on promoting social civilization. In addiction to service as a place to relaxing, talking with friends and business talks, teahouse is a position provided for tea culture and traditional culture to spread.China is a country with large territory, and there are much difference in its local geographical environment, economic development level, historical process. With the influence of different local cultures, all over the country contains different style of teahouses and characteristics. Chongqing is one of the old tea area. Chongqing's people loving to drink tea, also going to teahouse. There are many tea house in Chongqing, furthermore some may have four or five teahouse on a hundreds of meters of the street, which will inevitably lead to the convergence of Chongqing teahouse market business model, competitive and other problems. In this paper,60 teahouses of Chongqing was surveyed, and teahouse operators, tea personal and other detail matters was charge, in order to understand the present operating status of teahouse in Chongqing. For the sake of finding out the satisfaction and requirements on Chongqing teahouse of different consumers, the survey was implemented by questionnaire which included tea products, services, environment, and some other aspects. SPSS software was used to analysis on 325 questionnaires. And then using SWOT to analysis the main strength, weakness, opportunity and threat of Chongqing teahouse, the following is a summary of our conclusions:1,the consumer expressed higher satisfaction on the environment of teahouse. The external environment in the tea selection and interior design of the environment in terms of both attention teahouse operators are combined with the characteristics of tea leaves to create a natural, elegant, rich in cultural and artistic environment. However, there are some female consumers was not very satisfy with the air quality indoor. 2,consumer's satisfaction on service were reluctantly. Consumers thought that service staffs were satisfactory in dress, appearance and service attitude, but that there is insufficient in professional skills. More important There is tea college, the teahouses should pay attention to and make use of the talent who come from college. In addition, different gender, age and occupation of the tea service play significantly different on satisfaction, teahouse should be positioning their consumer groups, provide differential services. However, there are some female consumers was not very satisfy with the air quality indoor.3,consumer's satisfaction on Chongqing teahouse's products is not high. Tea should be the main products of teahouse's,whereas,the entertainment atmosphere is too strong in present of Chongqing teahouse, so that some operators ignored the tea quality, blurring the boundaries between it and other leisure entertainment industry. Tea as the symbol in teahouse, is the difference between other service industries and the characteristics of the industry, teahouse operators should not only pay attention the quality of tea, but also actively promoting tea culture and tea spirit, making that teahouse being a unique service industry.4,There are a large number of teahouses in Chongqing, but the type, size, business model of it is very repetitive, industrial-level structure is not prominent,moreover normal development of an industry need for a vertical hierarchy to meet the different levels of consumer needs. Chongqing teahouse should be developed into multi-level, and pay attention on constitutes its own brand teahouse to formate of Chongqing's own tea brand,bring the effects of brand, brand name in to play,for promote the development of teahouse industry in Chongqing.5,The management of Chongqing teahouse industry is not perfect, should be established to teahouse associations to strengthen self-management. Chongqing teahouse has not formed a collaboration tea industry associations, teahouses are all run in their own way,thus resultes to irregular management in business, irrational competitionand so on other problems. Industry associations are a third party beside of government and enterprises, provide production guidance, market research, industry management, intermediary services for domestic enterprises, and playing the role of contacts business and government on external.6,The government should guide the development of teahouse. Teahouse is not only an important part of the tertiary industry, but also the promotion of social civilization. The Government should pay attention to the development of teahouse, play a guiding role as the government, through various media and internet, and by use of training ways to create a strong atmosphere of tea drinking, in order to establishe the ideological foundation for the development of this city. Meanwhile, the implementation of a number of principles, policies which encourage the development of teahouse, and the put the tax incentives in practice.can be advantage to flourish teahouse market.7,Experiential Marketing-Strategy of Chongqing teahouse Marketing. Teahouse is an industry, which is a natural experience economy, and full of richness experience and appropriate to conduct experiential marketing.By using strategic experiential modules (SEMs mode)--Sense,Feel, think,Act,Relate design marketing concept,taken tea products, services and environment as the carrie,furthermore, fully exploit the culture and art in tea, at last we can meet consumer's entertainment experience, education experience, escape and the esthetic experience requirements better. A variety of experiences to the consumer experience leave over a deep impression on consumers,accelerate the development of teahouse market ultimately.