Study On Quality Control Behavior Of Geographical Indication Tea Processing Enterprises

In recent years,the quality and safety of tea has been increasingly concerned by the public.The production of geographical indication tea must comply with a series of strict standards to meet certain quality requirements,so it is increasingly favored by consumers.As the middle end of the tea industry supply chain,tea enterprises’ quality control behaviors in production,processing,packaging,storage and transportation directly affect the quality of geographical indication tea.Based on the questionnaire survey of 76 tea enterprises in Huangshan District,Huizhou District,Xiuning County,Qi County and Qimen County of Huangshan City,this paper uses the Porter Diamond Model and the Binary Logistic Regression Model to evaluate the development status of the tea industry in Huangshan City.Tea enterprises have conducted in-depth research on the quality control of GI tea and the factors affecting tea enterprises’ quality control of GI tea.The full text is divided into six chapters.The first chapter and the second chapter introduce the research background,purpose,significance,domestic and international research summary,research content methods and the related concepts and theories involved in this paper.The third chapter analyzes the development status of the geographical indication tea industry in Huangshan City by using the Porter diamond model.The fourth chapter introduces the basic situation of the respondents,the cognition and behavior of the quality control of GI in the pre-production,mid-production and post-production of the interviewed enterprises,and the mechanism for tea enterprises to control the quality of GI tea.On the basis of the survey and interview data,the fifth chapter analyzes the influence of tea enterprises on the quality control behavior of GI tea from four aspects:basic characteristics,behavioral attitudes,subjective norms and perceptual behavior control factor.The sixth chapter puts forward corresponding countermeasures and suggestions based on the empirical results.The conclusions of the study indicate that the four factors of "government punishment","target market" and "material control" and "expected benefit" in subjective norms are positive for tea enterprises to improve the quality of GI tea.influences.First,promoting the formation of a good market environment is conducive to enterprises to improve the quality of geographical indication tea.The government should vigorously crack down on inferior tea products,make the quality of geographical indication teas consistent with the price,and guarantee the expected income of tea enterprises in a fair and orderly environment.The act of "opportunism".Second,the main target markets for tea sales are different.Consumers in different markets have different requirements for the quality of geographical indication tea.Consumers in the export market have the lowest requirements for tea quality,while traditional markets have the highest requirements for tea quality.The pressure applied is also the greatest.Third,the degree of control of geographical indication tea raw materials by tea enterprises directly affects the quality control level of geographical indication tea.For tea processing enterprises,the source of raw materials is undoubtedly the key link.Fourth,the key factor determining whether tea companies decide to implement GI tea quality control decisions is the relationship between expected benefits and costs brought about by quality control.If the company expects to improve the quality of GI tea so that the benefits outweigh the costs,the company will improve geography.The quality of the logo tea.