A Research On Chinese Fu Tea’s Internationalization Strategy

With the rapid development of the world economy and the increasing spiritual desire,green and healthy food consumption has gradually become a new trend.As one of the three major non-alcohol beverages in the world,tea has become the first choice for today’s green and healthy drinks due to its profound tea culture,various functions and unusual drinking experience.Its demand in the international market has maintained a steady growth for decades.So far,the number of countries planting tea has reached 54,and tea trade has been widespread in over 160 countries and regions around the world.As the birthplace of tea,China is the first country in the world to discover and drink tea and has the largest tea planting area and the most tea production in the world.China has mainly exported black tea and green tea,supplemented by special-typed tea since ancient times.However in recent years,the prosperity for China’s black tea and green tea trade has been fading away.Its current situation is by no means optimistic since acid challenges hinder the development of the two varieties in the international market.At the very moment,Chinese special tea genera are gradually broadening its market to the foreign countries and attracting much attention from the overseas market.Among China’s six major tea genera,black tea,green tea,yellow tea,white tea,dark tea and oolong tea,dark tea ranked 2nd in terms of the international trade volume in China.Chinese dark tea can only be manufactured with a highly complicated process,which requires a long time of fermentation.Because of its powerful functions of promoting digestion,reducing fat,losing weight,and resisting oxidation,it has been widely popularized in recent years.Chinese Fu tea is exactly the ideal representation of both Chinese special-typed tea and dark tea.It not only has the advantages of both the Chinese special tea and dark tea,but also is known for the ever more complicated manufacturing crafi.It is a type of compacted tea,in which a secondary fermentation is required.During the production at a strictly defined temperature,probiotics of eurotium cristatum,renowned as Golden Flower,can grow through the Golden Flower cultivation process.The Golden Flower can not only improve the tea taste to be purer and more refreshing,but also make the tea healthier.The process provides Fu tea with multiple functions which are up to over 20 varieties of benefits for human body.The development potential of Chinese Fu tea provides a breakthrough in solving China’s current problems of tea export.Its appearance and popularity can greatly benefit for maintaining and enhancing the international competitiveness of the overall Chinese tea industry.In addition to the virtue in craft and healthcare functions,Chinese Fu tea’s cultural background makes it more attractive.In the Tang Dynasty,barter trade between tea and horses was quite popularized.As an object bartered with robust horses,Fu tea has always been regarded as a cultural ambassador of China and was mainly sold to the neighboring countries,western Asia,Russia and other countries,which laid a solid foundation for the present development of Fu tea export.Under the context of the Belt and Road Initiative,the govermment has attached great importance to the development of the Fu tea culture industry.President Xi Jinping has also called on the Chinese to enhance China’s self-confidence in culture and establish a culture power.There is no doubt that Chinese culture has gradually become rather popular and influential around the whole world.At the same time,China’s Comprehensive Health Industry has advanced by leaps and bounds,and the concept of healthy consumption of people at home and abroad is gradually deepening.Because Chinese Fu tea embraces not only profound cultural and historical heritages,but also unique taste and multiple fascinating effects,such as losing weight,maintaining beauty,delaying aging,regulating the stomach and so on,grand development scope and unlimited opportunities have been created for Chinese Fu tea.By combining the advantages,and opportunities with the disadvantages and challenges faced by Fu tea,this thesis is to analyze the status quo and the developing trend of Chinese tea industry to provide targeting suggestions to improve the international competitiveness of Chinese Fu tea and expand its trade to a larger range in the global market.It can not only provide a new perspective for exploring Chinese Fu tea in the academic field,but also provide enlightenments to the sound development of domestic Fu tea companies.By this way,the international development of China’s tea industry can be promoted.Meanwhile,the international competitiveness of Chinese Fu tea can be enhanced and China’s export earnings can be increased through Fu tea’s export.What is more,it can accelerate the construction of the Silk Road Economic Belt,help accomplish win-win cooperation between China and the overseas and better promote the Chinese tea culture to the world.Accordingly,the topic is elaborated specifically into six sections as follows:Chapter one gives the introduction of the background,the purpose,the significance,the methodology,the theoretical basis and the framework of the research.Chapter two lists literature from home and abroad in various tea-oriented fields.They include the development of the world tea industry,the international competitiveness of China,s tea industry,the international development of certain tea genus,and the effects,crafts,history,and other aspects of Chinese Fu tea.All of them pave the way for the following content,making the analysis and argumentation more potent and credible.Chapter three expounds the current situation and problems in the development of China’s tea industry,and further introduces the turning point of Chinese Fu tea.Meanwhile,it makes a summary of the advantages in cultUre,history,functions,crafts,and so forth of Chinese Fu tea,as well as its evolution over the years.Finally it indicates the promising future of its international development.Chapter four elaborates the advantages,disadvantages,opportunities and threats faced by the Chinese Fu Brick tea in the expansion of international market.Oriented the problems and challenges mentioned above,Chapter five presents suggestions and countermeasures from the three aspects of the product,enterprises and the government,which concretely mix with the theory of natural endowments and absolute advantage,theory of new international trade and the theory of industrial competitiveness.And recommendations for the product are on the basis of the Product Level Theory,which includes the level of Core Benefit,Form Product and Extra Product.Chapter six summarizes the main purpose and major findings of this thesis,and points out the shortcomings and limitations of this research to provide scholars recommendations for more thorough researches in the future.