Eight Horses Tea Industry Development Strategy Research

Eight Horses Tea set tea base, production, processing and sale for domestic and abroad as one of a large-scale tea enterprise, is the Fujian Province key Leading enterprises for agriculture industrial production, and is one of Anxi tea Leading enterprises. From establishment to the present, the Eight Horses group advance at a faster rate in profits, and sales increased rapidly, and the total exports and the exporting countries expand unceasingly. However, how to approach business development, we must devise a practicable strategy. Based on the theoretical study of the strategy outline, the background and the significance to the study, this article explains the purpose of the study and research ideas.From the external environment and the macro environment and the industry environment to analyze their internal environment for the development of enterprises where to find the key factors is given level the industry's future development direction. From the internal competition strengths, weaknesses, opportunities and challenges through the SWOT analysis we list four kinds of enterprise's alternative strategic modes. According to the Blue Ocean Strategy we analysis Eight Horses Tea's value innovation,"Eliminate-Reduce-Raise-Create"grid and the Strategy Layout of Eight Horses Tea. Then we have obtained the Enterprise Group's development strategic choice by the strategic match analysis. Finally, according to the internal and external environment and future forecast we formulate practical implementation of the strategy for enterprise strategy.Eight Horses Tea must conform to the policy group and the external environment , play to our strengths and avoid weaknesses, strengthen enterprise's brand construction and advance the Tea Culture Marketing, must strengthen the tea base construction, expand the domestic and foreign sales market, increase the sales unceasingly, continue to advance the standardized construction, pay great attention to the scientific research and the quality, do strongly in a big way, and realize enterprise's industrial production, the internationalization and the brand development.Eight Horses Tea developmental strategy research has the vital practical significance, provides a successful strategic development model for Anxi numerous small tea industry enterprise, and provides the reference for the brand of Anxi Tie Guan Yin tea to further promotion.