Study On Development Strategy Of Anxi Tea Industry Based On AHP-SWOT Method

Anxi as the main producing areas of the Oolong Tea, the champion in the China over the years, has the wind vane in the China tea industry development in the role. Because of its unique resources and environmental advantages, the tea industry is vigorously developed in Anxi, up to70.80%Anxi people are devoted themselves to the tea industry, and lead it to the path of socialization, cluster and the modernization. The development of tea industry in Anxi has achieved breakthroughs and achievements, is worthy of other tea producing areas in China learning from. However, after years, development of Anxi tea industry has gradually turned to the higher level, but the external impact of market and domestic market competition is increasingly fierce. Anxi tea planting area and tea prices have risen to the peak. The following problems are extensive mode of economic growth, structural imbalance, the ecological tea garden construction, pesticide residues in tea, tea products exceed the standard value added internal weaknesses and tea planting farmers’ capital investment not enough, as well as from model drink of tea beverages, tea base substitution of ecological environment deterioration, the domestic tea production region competition and international technology trade barrier enhancement and other external threats. How to accelerate the Anxi tea industry transformation and upgrading, and how to enhance industrial competitiveness, realize new leap of tea industry and promotion of the quality of Anxi tea industry, become urgent to be solved.In this study, firstly, the development of tea industry of region based on the perspective of the tea industry development research, literature research and the specific strategy of tea industry development were summarized and reviewed. Through SWOT analysis to understand the Anxi tea industry development and external environmental factors, specific elements that determine the chances, threats, advantages, disadvantages; Secondly, design of concrete structure questionnaire factor intensity; tea experts chosen from the tea business managers, research scholars of tea industry management departments of colleges and universities, then they scored for specific elements, importance and status evaluation of the Ministry of the environment the development of tea industry of internal and external factors; then determined the composition of the actual strength of the hierarchical structure of the elements of SWOT; finally calculated by the software of yaahp6.0version, did a hierarchical analysis of factors of SWOT within group and between group, through the hierarchical ranking, consistency test, determined the weight factor of each level model on the model of target layer, the integrated use of SWOT-AHP method, determined the specific strategy of development of tea industry in Anxi. All concluded that the development of tea industry in Anxi should mainly adopt the strategy of adjusting type in strategic areas, use the external opportunities to make up the weakness, construct the ecological tea garden, improve quality, build and promote tea culture, enhance the construction of well-known brands of tea product added value, enhance government support, and transform market and upgrade etc., up to the goal of promoting the development of tea industry in Anxi.