Study On The Management Of Tea Chain Store&Franchise-taking In Fujian Province

The tea industry is one of the pillar industries in Fujian tea industry has becomean important source of Fujian local financial and income of the farmers, to ensure thehealthy and sustainable development of Fujian tea industry is of great significance tothe development of China’s tea industry as well as the Fujian economy. Nevertheless,tea enterprise as the mainstay of Fujian tea industry development is still facingnumerous enterprises, small scale, family, small peasant run, lack of brand, andlong-time in low competitive level, etc.Greater success achieved on the exploration and practice of the tea chainoperation, improved that developing tea chain operation is conductive to realize thescale benefits, reduce circulation cost, and achieve the effective allocation ofresources. Tea chain operation has become the main way for Fujian well-establishedtea enterprises to extend the regional market, and achieve its extending goal to acertain degree. However, due to the influence of industrial environment, the marketconcentration, regional market competitive, etc, as well as enterprises’ limitedprocessing capacity, simple product structure, imperfect logistics and distributionsystem and so on, which all also limit the further development of Fujian tea chainoperation. Therefore, it is necessary to go into the deep study on its marketenvironment, to analyze the current operation status and problems.This subject on the basis of research background and literature review, asystematic analysis is performed on the Fujian tea operation environment with theSWOT analysis method, with the understanding of the advantage and disadvantage aswell as the opportunities and threats. Then, combined with the actual situation of teaindustry in Fujian province, a analysis on the tea chain operation current situation andmajor model, comes up with following issues: intensification on tea chain operation,low level of scale, low level of standardization, low awareness of standardization, noremarkable superiority incomplete service system and others. And on this basis, thispaper proposes a strengthening government policy on tea chain operation, fundsupporting, standardization management promoting, standardization managementsystem improved, to accelerate the supporting service system development and talentcultivation, and encourage diversified use of the chain mode, countermeasures andsuggestions, etc.