The Research On The Development Strategy Of AnHua Dark Tea Industry

An AnHua dark tea is a unique geographical indication product in Hunan Province. as early as the Tang and Song Dynasties, AnHua dark tea have been cultivated and traded, the great development have been made through the Ming and Qing dynasties. In modern times, especially in the21st century, the security of the dark tea industry has achieved unprecedented development. But because as primary agricultural products, while influenced by political, economic, social and other factors, the safety of dark tea combined value has not been fully explored.By field investigation, this thesis outlined the general circumstance of the tea production areas, the present conditions of major factories, the market environment in which AnHua dark tea exists, and the current stage of brand development. Using relevant statistical analysis of consumer preferences of tea, tea quality attention, buying patterns Price analysis and ability to accept terms; Using Porter’s five forces model, the existing security capabilities of dark tea industry competitors, potential competitors to enter the industry, the ability to replace capacity-related products, and the bargaining power of buyers and suppliers. The SWOT Method is used to investigate the strength and weak, opportunity and threaten that AnHua dark tea industry faced. The summarized conclusions below are made based on comprehensive market surveys combined with a scientific business analysis. Put forward effective measures to keep sustainable development of AnHua dark tea industry. Meanwhile, I hope that this paper can bring a certain reference value for future researchers.