Research On The Development Of Tea Industry In Anhui Province

The tea industry is both a dominant traditional agricultural industry and an economic backbone of Anhui province.While our country is developing rapidly in economy,the customers' demand for healthy drinks presents a trend of increase too,and tea naturally becomes more and more popular with customers by virtue of its green and healthy image.Being located in east China,Anhui possesses superior ecological environment and tea growing conditions compared to other areas.Besides,with the continuous opening of markets at home and abroad as well as the improvement of people's life quality within a short time,the tea industry in Anhui province is experiencing a vigorous expansion these years.However,a few problems in the tea industry chain also gradually emerged: the tea production problem,the tea picking problem,the tea processing problem,etc.They all play a hindering role in the development of Anhui tea industry.Thus,to find out proper solutions to these problems and carry the whole tea industry forward to a new stage is what we must confront in the future.This paper is divided into six chapters.Chapter One presents the research background,research objective and significance.It also contains the research content and methods,and a systematic record of researches on tea industry at home and abroad.Chapter Two introduces the industrial chain concept,brand concept,strategic management theory,brand marketing theory and marketing theory used in this paper.Chapter Three summarizes the status quo of the development of tea industry in Anhui province based on relevant data on the tea industry in China and Anhui province and field research on local tea producing areas.Chapter Four through the status quo points out the five problems in the producing,tea picking,processing,sales and extension of tea industry chain.In term of production,for example,the planting area and per unit area yield of tea are not fully tapped.And on the picking of tea,labor is in short supply and high cost.Chapter Five uses SWOT analysis method to analyze the strengths,weaknesses,opportunities and threats faced by the tea industry in Anhui and gives development strategy.Chapter Six provides specific measures and suggestions on the development according to the strategy and local situation.The following six measures and suggestions are provided targeting the problems on the tea industry chain including planting in a scientific way to enlarge the total production;adopting scientific management of labors and promoting machinery in tea-picking process;improving tea processing technology and carrying out targeted supervision;build a cross-regional tea wholesale market,promote sales networking;establish and utilize the tea culture to create well-known tea brands;extend the tea industrial chain,realize diversified growth of the tea economy,and finally promote further development of the industry in Anhui Province.