Research On The Development Of Anhua Black Tea Industry From The Perspective Of Consumers

Anhua black tea is a unique geographical indication product of Anhua county.It has been planted and drinked in the Tang and Song dynasties.The two dynasties of Ming and Qing dynasties have been developed in different degrees.In modern times,especially since the twenty-first Century,the black tea industry in Anhua has made unprecedented development.However,because of its influence on primary agricultural products and the various factors such as politics,economy and society,the comprehensive value of Anhua black tea has not been fully explored.This method of field investigation,the status quo of Anhua tea producing areas,production enterprises,consumer market and brand are summarized,by using statistical analysis,consumer preference,tea tea quality awareness,purchase and the ability to accept the price and other aspects of analysis;the Potter five forces model of Anhua black the tea industry in the existing competitors,potential competitors entering the industry capacity,related goods substitution ability,buyers and suppliers bargaining power of the five aspects of a comprehensive analysis;using SWOT analysis method,to explore the Anhua tea industry faces the strengths and weaknesses,opportunities and threats.Based on a comprehensive investigation and understanding of the actual situation of Anhua black tea industry market and adopting the scientific analysis method,the effective measures for the sustainable development of Anhua black tea industry are put forward.At the same time,from the production and processing,marketing innovation,product competitiveness,product quality management and other aspects of the Hunan tea industry should be in the support and guidance of the government,the self-discipline of enterprises cooperation,and jointly promote the development of tea;tea production area will be reasonable planning,rational allocation of production materials,strengthen the tea base construction,improve the processing conditions;by strengthening tea brand building,and actively explore new sales channels and marketing innovation,Hunan tea management system;strengthen the investment in science and technology,adjust and optimize the structure of tea products,improve product competitiveness;construction enterprises cooperate to strengthen product quality management and standard system;vigorously promote the tea culture,and constantly promote the development of tea industry development countermeasure.