Study On Evaluation And Improvement Of Industry Competitiveness Of Tanyang Kungfu Tea

Fu'an is the home of tea with a long history and the origin of world-famous Tanyang kungfu tea.With its industry development and quality improvement,Tanyang kungfu tea has received titles including China Famous Trademark,National Geographical Indication Product,Fujian Famous Trademark,Top 10 Famous Tea of Fujian,and Fujian Intangible Cultural Heritage,and it been recognized as the Top 3 Brand with Most Brand Influence by the CARD Agricultural Brand Research Center of Zhejiang University,and it entered the top 10 Chinese teas by regional brand value in 2016.Tea industry represented by Tanyang kungfu tea has become a pillar industry and major people's livelihood industry of Fu'an.In recent years,Tanyang kungfu develops slowly due to strict control over production for higher quality and standardized market competition,increasing market supply and price decline with sales expansion throughout the country.Therefore,it has practical value to carry out empirical study on Tanyang kungfu tea so as to enhance its industry competitiveness.Based on existing research results at home and abroad and classical theories including the theory of competitive advantage,Porter 's competitive advantage theory and core capability theory and in light of the industry situation of Tanyang kungfu tea,an indicator system is built with three first-tier indicators including fundamental factors,internal factors and external factors of tea industry,and eight second-tier indicators including natural resources,human resources,social resources,product factors,enterprise factors,brand factors,industry position and industry policies.Factor analysis method is employed in empirical analysis of the industry competitiveness of Tanyang kungfu tea.The research results show that although Fu'an has made certain achievements in promoting tea industry development,there are still problems like low industrialization level and market competitiveness;inadequate government-enterprise cooperation and public brand publicity;insufficient supervision system and tea quality to be improved;weak technology popularization and unsatisfactory grassroots services.The results agree with the actual situation.According to successful experiences of Xinyang maojian tea,suggestions for enhancing industry competitiveness of Tanyang kungfu tea are proposed,including to strengthen support and perfect service mechanism;to improve market competitiveness of leading enterprises;to perfect the standard system;to build brands through multi-party cooperation;and to build a service platform.Measures like carrying forward tea culture,enhancing brand awareness,optimizing industry structure,strengthening management and increasing financial input should be taken to comprehensively enhance industry competitiveness of Tanyang kungfu tea.