| China,the origin of the tea,is the earliest country of discovering and using tea.As an important economic crop,tea plays an important role in the economic development of China.In 2014,the tea garden area reaches 2,650,000 hectares with its output of 2,096,000 metric tons,while the consumption is 1,650,000 metric tons,topping the world.In recent years,the Chinese tea economic growth reach a new high level,the data from 18 provinces,cities,autonomous regions show the gross tea produce reaches RMB 13,490,000,000.The total number of tea farmers exceeds 20,000,000.The tea enterprises grow over 70,000 with more than 55 million staffs.The well-developed tea industry makes significant contributions to the economy as well as the social development.Despite of the fast development,there are some problems in tea industry:the growth in tea consumption is slower than what in tea production and its covered areas,the overcapacity leads to the slow increase of the farmer income,there is the gap between the effective supply and the potential demand for high-quality tea and the structural imbalance within supply and demand.Moreover,with the improvement of living standard,consumers are increasingly aware of tea safety problems in Chinese traditional tea-making methods.Without cooperation,communication,information sharing or trusting,the traditional marketing is changeable and opportunistic behaviors are prevailing.Within the development of the marketing theory and practice,the channels alliance has been an important guideline in marketing channels,which has been caught the attention from scholars and market participants.The tea marketing alliance refers to the independent participants(tea farmers,tea cooperatives,tea enterprises,tea wholesalers as well as retailers,etc),based on the mutual trust and mutual long-term goal,cooperate with each other and establish an system of advantage-complementing,risks-bearing and profits-sharing via the form(contract,stock,etc),given that the market is competitive but cooperative.With the help of alliance,the participants integrate mutual resources,reduce the operating costs.With the alliance,in the upstream,tea farmers,tea enterprises or tea farmers and tea enterprises get together and take mutual advantages in the aspects of resources,finance,technology,marketing information to guarantee the raw material supply and reduce the aimless tea production in tea enterprises,simultaneously,ensure the profits of tea farmers.Meanwhile,in the downstream,the tea enterprises,wholesalers,retailers connect and cooperate with each other to share the information,reduce the opportunistic behaviors and improve the stability in business.Therefore,the tea marketing channels alliance is an important way to improve the badly-organized,small-model situation and the solution to the dilemma between small-production and huge-market.There are seven chapters in this thesis.Firstly,in the first and second chapters,it is about the general review over the theories and researches related to the marketing channels alliance.Secondly,in the third chapter,it analyzes the current and future running of each links in the marketing channels and explains the necessary of tea marketing channels from the logic perspective.Thirdly,in the fourth chapter,it makes further analysis on the models of tea marketing alliances in our country.With the comparison the advantages and disadvantages in each model,the study concludes the tea-enterprises-centered alliance is the key in future marketing channels.Fourthly,the chapter five investigates the data and illuminates the influencing factors while tea enterprises choose the alliances.In chapter six,it explains the factors after the alliance establishment.Finally,in chapter seven,it is about some suggestions,especially on promoting the market channels development in our country.The following are the main conclusions in this study:There are several channels bodies in Tea marketing channels consisting of cooperatitives,enterprises,wholesaler,retailer,etc.All these can be centers in tea marketing alliances respectively.With different centers,the different alliances have their unique advantages and disadvantage.Above all,with the cleared-established ownership,well-divided power and responsibility,standardized management,the tea-enterprises-centered alliances can easily meet to the requirement of market;being placed in the intermediate as link,the alliances take the advantages of low cost,fast circulation,quick feedback from consumers.Moreover,with the superiority in capital,technology,management and branding,it helps participants come into full play.Therefore,to establish the tea-enterprises-centered alliance is the tendency in future marketing channels.By exploiting Logistic Model,the empirical research indicates that there are several factors impacting on the model-choosing,such as asset specialty,environmental uncertainty,clear-cut division in labor,resource dependence,performance risks and alliance experience,etc.If it is stronger in asset specialty,environmental uncertainty,resource dependence,it is the more inclination for the tea enterprise to choose stock-holding alliance.However,if the labor division is clearer,the performance risk perception is higher and the alliance experience is richer,the tea enterprises trend to choose contract-based alliances.By exploiting SEM,the empirical research shows that the greatest and most direct influence factor is trust.In another word,the key to keep the alliance stable is to establish mutual trust.The opportunistic behavior is anther important factor for alliance stability.Although it does not directly influence the alliance stability,the opportunistic behavior would directly influence trust and commitment,the two mediated variable in stable alliance.In this way,it has an indirect but strong impact on the alliance stability.The same is true for the communication in alliance stability.Whereas it is an indirect factor,the communication would have a significant influence on the alliance stability via trust and commitment.Based on the researches above,the study makes the suggestions as followed:1)introduce the relevant industrial policies and take advantage of governmental policies in favor of giants and brilliance to guide and support the different channels in alliance;2)selectively foster and support some top tea enterprises with the aims to deepen and broaden the alliances as well as drive other participants in the alliances in coordinated development and mutual promotion;3)build mutual trust,strengthen the cooperation and keep stability among participants by means of information sharing,brand promotion,along with the establishment and improvement to the credit system. |
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