The Development Strategy Research Of Tea Industry In Jiaonan

After 40 years development, the tea industry becomes the leading agricultural industry of Jiaonan.As the base construction begins to take shape and the high-quality green tea develops swiftly and violently, the tea culture begins to grow gradually. But the tea industry of Jiaonan is still at a starting stage, its scale of industrial development can neither compare with ripe producing tea area of southern China, nor compare with Laoshan and Rizhao green tea. The product qualities, brand establishment, competitiveness of market and industry's management system need to improve in future.This text has six chapter altogether. Chapter one mainly introduces background and meaning of industry's development of Jiaonan tea and introduces the research method. Chapter two generally explains industry development theory, strategic management theory and marketing theory which related to this industry. Chapter three describes the current situation of the tea industry development and the future trend. By anglicizing the situation in international tea industry and the natural condition, enterprise's management state, product structure, brand and cultural development of tea industry, it is easier to figure out how the tea industry in Jiaonan should develop.Chapter four analyses the tea industry of Jiaonan by using SWOT to show the advantage, inferior position, opportunity of industry's development of Jiaonan tea. Chapter five and six are the key chapters in this text. Chapter five writes about the basic principle of industry's development strategy and foundation of the development strategy, and proposes four items of strategy of industry's development of Jiaonan tea:industry cultivates strategy, brand strategy, marketing strategy, and tea culture and cultivates and employs strategy. In the implementation of the strategy of chapter six, introduces scientific plan which supported by incentive policy and then promote tea managerial ability of enterprise and using human resources, to ensure the implementation of strategy described above are well executed.This text analyses the tea industry strategy in Jiaonan from both nature view and qualification view. And hope this essay can guide the tea industry in Jiaonan.