Research On The Transformation And Upgrading Of Tea Wholesale Market

The tea wholesale market of producing area is the main place and circulation channel of tea from producing area to marketing area,it is the main place for tea farmers to take part in and feel the change of market directly.It is of great significance to realize technology diffusion and adjust production structure reasonably.With the modernization of circulation field and the increasing degree of internationalization,great changes have taken place in the internal and external environment facing the wholesale market.Especially,the rapid development of electronic commerce has made the connection between producers and consumers more direct.Wholesale market product distribution function gradually weakened.In order to cope with the impact of internal and external environment,promote the market function,promote the transformation and upgrade,and better serve the tea industry,it is necessary to study the route of transformation and upgrading from the tea wholesale market.Therefore,this paper firstly analyzes the background and significance of the topic,analyzes the necessity of the transformation and upgrading of agricultural products wholesale market,and determines the main contents and research methods of this study.Secondly,by summarizing the relevant theories and literature,this paper reviews the functions of domestic and foreign wholesale markets for agricultural products and tea wholesale markets in China,the direction of transformation and upgrading,and so on.It is found that there are few related studies on the wholesale market of agricultural products from the origin and lack of empirical analysis,especially the lack of research on the choice of the transformation and upgrading path of the wholesale market of tea from the origin.Thirdly,based on the fixed monitoring data of 42 tea wholesale markets in China,this paper analyzes the current situation,problems,challenges and development trends of tea wholesale markets in China.Thirdly,based on SWOT-AHP,the transformation and upgrading of tea wholesale market in South Zhejiang Province.Through SWOT method,we draw the matrix analysis map of the influence factors of the tea wholesale market in the south of Zhejiang province,such as internal and external strengths,weaknesses,opportunities and threats,and make a deep analysis.On this basis,we construct the evaluation index system of AHP method,and through the expert scoring and questionnaire research,To determine the importance of the factors affecting the transformation and upgrading of the tea wholesale market in southern Zhejiang,to prioritize each influencing factor and to draw SWOT-AHP empirical analysis chart and strategic quadrilateral positioning.The conclusion is: the WO development strategy and the plan of moving to the surrounding county are better,that is to say,the specific transformation and upgrading scheme of tea wholesale market in southern Zhejiang is WO reverse strategy.Mainly in the new market to improve the overall market quality,optimize the market service function,strengthen the market information value and improve the functional regional layout to promote the image of the market and other aspects of transformation and upgrading,After the transformation and upgrading of location relocation,the basic functions,the market soft power,the optimization of the market hardware facilities,the improvement of its own grade,and the influence of the market itself and the market function are enhanced.Finally,in order to ensure that the transformation and upgrading of the tea wholesale market in southern Zhejiang is carried out smoothly,a comprehensive set of functions such as "tea product display,network trading,tea product experience,characteristic leisure tourism,quality inspection,financial services" is formed.The high level tea trade complex has established the transformation and upgrade target of the most advanced green tea trading center in China with strong radiation driving ability advanced technology and advanced ideas.It is suggested that WO strategic positioning of tea wholesale market in southern Zhejiang should be made from the following aspects: first,four basic principles should be followed: first,the principle of overall planning,the principle of coordination,the principle of economy and the principle of strategy;second,The new market after transformation and upgrading should further integrate resources,enhance radiation capacity,consolidate and develop the green tea collecting and distributing function,and carry out the functional layout of "three plates,eleven business centers,three functional zones" while consolidating and developing the green tea collecting and distributing function;third,From the aspects of optimizing service function,expanding radiation range,adjusting market layout,promoting transaction efficiency,innovating profit model,providing value-added service,integrating network platform and improving e-commerce level,four major safeguard measures are put forward.To ensure the smooth progress of the new market transformation and upgrading.