Research On Marketing Channel Of Fu’an “Tan Yang Gong Fu” Black Tea

In recent years,many scholars have paid attention to the agricultural products marketing channel.Tea marketing channel also has been paid close attention to.According to the statistical data from 2008 to 2013,the tea production increased from 1.2576 million tons to 1.9245 million tons.At the same time,the tea total output growth speed high output.The 2013 China tea output value is 110.62 billion yuan,an increase of 12.38 billion yuan on the previous year,increased by 12.6%;Tea plays in the development of agricultural products marketing position is higher and higher,to explore the tea marketing channel is more and more important in theoretical and realistic significance.And with the improvement of people’s living standard, consumer health consciousness constantly improve.The choice of consumers for goods mainly tend to be green and healthy.Tea is recognized as a health drink,“tea” has been integrated into the residents’ daily life.“How will the tea marketing and consumer demand perfect unifies in together”,is one of the important problems we face.Through to the area of tea plantations and tea production in Fu’an,the main sales areas of “Tan Yang Gong Fu” Black Tea and modes of data collection and collation.Using qualitative analysis and quantitative analysis,found that Fu’an “Tan Yang Gong Fu” Black Tea marketing modes has a series of problems:“Tan Yang Gong Fu” Black Tea farmers in the marketing chain and profit distribution passively;The “Tan Yang Gong Fu” Black Tea in the market marketing professional cooperation organization is relatively small;The lack of professional large origin wholesale market.The basic conditions of modern marketing channel is not perfect;The innovation of the lack of mature way to trade,etc.Draw a brand,middlemen comprehensive management ability at the same time,leading to price control,the “Tan Yang Gong Fu” Black Tea biological properties and production characteristics are the important factors influencing the marketing channels.On the basis of the use of normative analysis and empirical analysis to evaluate makes the existing marketing channel mode analysis.And according to the design principle of the channel and channel level selection to construct the main developing models of "Tan Yang Gong Fu" Black Tea marketing channel type.Through the analysis of the successful experience of Wuyi dahongpao,to optimize the “Tan Yang Gong Fu” Black Tea marketing channels,marketing for optimizing the tea.Based on the analysis of above,recognize that in the process of the operation of the marketing channels,to enterprises of marketing channel structure design and selection is essential;Marketing channel mode should be adjusted according to product characteristics,not fixed.Enterprise should take the consumer as the guidance,take diversified marketing channel mode,to effectively control channels at the same time;Makes should intensify efforts to develop the professional cooperatives and associations of “Tan Yang Gong Fu” Black Tea,to ensure that the interests of farmers;Development of related enterprises,promote the "Tan Yang Gong Fu" Black Tea brand promotion;To improve and enhance the original wholesale market,promote the tea farmers income,improve the level of development of tea industry;Integrating the original marketing channels,and prompted the diversification of the “Tan Yang Gong Fu” Black Tea marketing channel;The city government should continue to play a guiding role,to ensure that the channel flow efficiency.