The Analysis On Present Situation And Research On Development Strategy Of Tea Industry In Hangzhou

Tea is one of the six advantage industry of Hangzhou urban agriculture. Which the role of farmers'income has become more important and increase the mountains' economic income. And that relatedto the Hangzhou farmers' income and rural economic prosperity and tourism development.Propagation of tea culture and tea festival activities has become an important part of Hangzhou urbanculture. In the process tea industry of inheritance tradition and innovation development, Hangzhoufamous tea has a high market well-kown and reputation. Hangzhou which is a quintessential city witha long history of tea industry, acquired currency of tea culture, lots of famous tea celebrities, loudbrand of tea, developed of tea industry, boom of teahouse and a advantage of tea position andinfluence is a unique advantage in the history of Chinese tea culture. Based on the abovemacroeconomic background and market needs, this paper had analyzed ten years data of Hangzhoutea industry. After investigation and referring to the documents, SWOT-PEST matrix of strategicresearch was used in qualitative analysis of internal and external environment and overall study of thesystem about the tea industry development of Hangzhou. And from the tea industry outside, policysuggestions were advanced in development of Hangzhou tea industry about processing, branding,marketing and research. New concepts and theories was inducted. Orientation and developmentdirection was puted forward about the future of tea industry in Hangzhou. Implementation plan wasused Hangzhou as the Chinese capital of tea. New thought and scheme was advanced in the newsituation of tea industry in Hangzhou transition upgrades and development orientation,that achievedthe sustainable development of tea industry in Hangzhou. The deficiencies and limitations of thisstudy was concluded. And the future developing prospect and resesrch direction of tea industry inHangzhou were also discussed.