The Intention Of Tea Brigade Fusion Of Tea Enterprises In Jiangxi Province Study Of Influencefactors

Industrial prosperity is the fundamental of the strategy of rural revitalization.As china’s traditional agricultural industry,tea industry is the leading industry to promote the revitalization and construction of China’s countryside,the development of tea industry plays an important role in the prosperity of the industry.At present,there are problems such as extensive operation,continued weakness in the market,slow sales of some products,rising production rigidity costs,low profits and low utilization of resources,the tea industry urgently needs to change its business model,the tea industry and the tourism industry have a natural coupling,and the integration of tea brigade sits as an opportunity for the strategic development of the transformation and upgrading of the tea industry.Effectively increase the added value of the tea industry and extend the industrial chain.Jiangxi Province,as a large province of tea production,tea culture can be traced back to the Tang and Song Dynasty,rich in tourism resources,but compared with the tea brigade integration and development of Fujian,Sichuan and other regions,Jiangxi is still in the starting state,failed to occupy a seat in the tea brigade fusion market.The tea industry in Jiangxi Province is in the period of transformation and upgrading,it is particularly urgent to mobilize the most active enterprises in the integration of tea brigades,improve the integration coupling degree of tea brigade steam in Jiangxi Province,and improve the overall benefit of the whole tea industry.In this paper,Jiangxi Province tea enterprises as the research object,based on field research to obtain tea enterprise tea business fusion will data,relying on the planned behavior theory,industrial integration theory,tea brigade fusion and tea enterprise tea business fusion will to integrate the relevant literature research,The structural equation model is used to empirically analyze the factors that affect the willingness of tea brigades in tea enterprises in Jiangxi Province.The results show that:First,Jiangxi Province tea enterprises engaged in tea brigade integration intention is strong,but the real integration of tea brigade into practice behavior is less.From the sample data analysis,tea enterprise managers show a younger but low education,small scale,low profit,tea garden geographical location,but the local logistics costs are high.Taking tea enterprises as the anchor,we will construct the theoretical framework of the influence factors of tea enterprise’s tea brigade’s willingness to merge,and will influence five aspects:self-evaluation of enterprise managers,enterprise resources and ability,government support,infrastructure,market demand judgment.Second,explore the effect mechanism and effect degree of the five influencing factors on the willingness of tea brigade suing tea brigade in Jiangxi Province.Among them,the self-evaluation of enterprise managers,enterprise resources and ability,government support has different degrees of significant positive impact on the tea business in Jiangxi Province,the three factors from high to low are enterprise resources and ability,enterprise managers self-evaluation,government support And the infrastructure has no significant impact on the tea business tea brigade fusion will,market demand judgment has a significant negative impact on the tea brigade’s willingness,the reason may be due to the small size of tea enterprises in Jiangxi Province,and the integration of tea brigade is in the primary stage,infrastructure and tea brigade market is still not perfect.Third,in order to promote the integration and development of tea brigade in Jiangxi Province,enterprise managers should be willing to challenge innovation,improve self-awareness level,change business thinking,while enterprises to strengthen the construction of leisure agricultural personnel,enhance marketing and management capacity.The government continuously improves the efficiency of work,establishes a standard service system,increases policy support,does a good job of forwardlooking planning and positioning for the integration of tea brigades,plans the construction of infrastructure,optimizes the allocation of tea industry market resources,gives full play to the role of tea culture in Jiangxi Province,and integrates tea culture with tourism industry.