Study On The Development Status And Strategies Of Anxi Tea Industry

The tea industry is the traditional strength industries in Anxi County, Fujian Province, but also is the Anxi economic pillar industries. As Tie guan yin to Anxi, its prosperity or its loss for both sides, The Tieguanyin industry development directly determines the development of Anxi-county. Tie Guan Yin gets many honor, such as the National Quality Golden Award, the first of "China Expo Ten Famous Tea", and so on. The Anxi is the first of "the one hundred major tea-producing county in China" and is the first in China in the aspects of county-level total tea plantation area, the annual tea production and the output value involving tea. But after a few years of booming development, some deep degree problems gradually are revealed:the competitive impact, inconsistent quality, serious resources waste, dependent on the weather, poor resistance to disasters, these problems restrict the further development of Anxi tea industry. That are the problems we must face such as how to overcome the adversity, to enhance industrial competitiveness, to create a new situation in the future. Through the analysis on the development status and strategy of Anxi tea industry, This paper attempts to provide a feasibility program to enhance the competitiveness and achieve sustainable development of Anxi tea industry.Through the analysis on the domestic and international demand for tea and the tea industry standard, to judgment the development opportunities and challenges that Anxi tea industry faces; Through the study on Anxi natural and geographical conditions and the socio-economic conditions, to determine the strengths and weaknesses of Anxi tea industry. Using the SWOT strategic analysis, strategy formation model and the theory of competitive advantage, put forward the digital development strategy of Tie Guan Yin tea industry. Standardize the market order of the tea industry, maintain brand image, establish brand cluster edge superiority; build the research platform, establish the market demand database, the ecological environment database, the tea process database, extended the tea industry chain, develop the new tea products (such as tea medicine, tea chemical) etc. to enhance its competitive advantage, and enhance industrial competitiveness. Really realize the industrialization and modernization of the tea industry in the whole county, and drive the development of related industries cluster, build the three-dimensional development pattern that integrate the ecology, economy, and culture in one.Finally, the paper put forwards the countermeasures to promote the integrated development of the tea industry and enhance its competitiveness from the following aspects:first, integrate advantages, upgrading and maintenance management Tieguanyin brand; second, optimize the tea industrial structure and extend the industrial chain; third, increase the tea industry capital investment; Fourth, comprehensive build the whole process traceability system in tea manage; Fifth, grow and develop the leading enterprises, improve the tea industrial level; Sixth, carry forward the tea culture, upgrade the tea industry.