Research On The Development Strategies Of Ecological Tea In Anhui Province

With the increasingly acute problem of food safety,people's demand for ecological agricultural products is increasing.With the introduction of the No.1 Document of the Central Committee in 2017,the developments of local characteristic industries and ecological agriculture have become the main trends of agricultural development.Anhui,as a big tea-producing province,faces great opportunities and challenges in the development of its ecological tea.Firstly,based on the relevant data of the planting department of the Ministry of Agriculture,it is deduced that the ecological tea in Anhui province is small in scale,low in proportion and low in output value.Secondly,through the survey of 412 farmers in Huangshan and Dabie mountain tea areas in Anhui province and 214 consumers' willingness to consume ecological tea,using the DEA model to calculate the production efficiency of ecological tea and non-ecological tea and the statistical analysis of consumers' willingness to consume ecological tea in Anhui province,it is concluded that the quality of most of the non-ecological tea is declining due to the abuse of chemical fertilizers and pesticides,leading to the low price.What is more,the brand added value of the real ecological tea is low due to the backward technology and management level,as well as the poor marketing ability.This paper analyzes the reasons of the problems in the development of ecological tea farm in Anhui province,and concludes that the main factors affecting the problems are backward ecological planting technology,scattered organizational forms,weak bargaining power of tea farmers,imperfect sales channel,lack of trust of consumers caused by asymmetric information,no external cost of ecological tea,and weak brand awareness of the government and enterprises on ecological tea.Through the analysis of the above reasons,this paper solves the problem from the perspective of ecological technology and green marketing.First of all,through the experiment of weeds in tea garden in Langxi county,Xuancheng city,and the drawing on the achievements of other scholars on the prevention and control of plant diseases and insect pests in tea garden,the green prevention and control technology of ecological tea garden was designed to solve the technical problems of ecological tea.Secondly,in view of the ecological tea marketing problems,this paper puts forward the following solutions.A,use the advertising strategies to build the brands of ecological tea.B,combine the product strategy and price strategy to take a differentiated route to improve product attachment;C,change the traditional tea circulation mode,optimize the sales channel to reduce the distribution cost;D,the government and enterprises shall actively bear the cost of external cost;E,enhance the consumer awareness of ecological tea and establish a trust mechanism with consumers through experiential marketing and other means;F,protect the ecological tea with the third-party social regulations.With the above development strategies,we hope to provide references to solving the development problems of Anhui ecological tea.