A Study On Development Strategy Of The Anxi Tea

Anxi County, Quanzhou, which lies in the south of Fujian province, it has a long history for tea-producing,there are many people work for tea industry. In Anxi, since the tea industry has been traditional and superior industry,and it has developed rapidly because of the performance of reform and open policy in China, it has played an important part in Anxi economy. Looking over the development of Anxi tea industry,you might find that the tea industry in Anxi is big but less competitive,the output is large but the attached value is low . In addition, there are some problems restrict the tea industry in Anxi from further developing,for example, the industrial structure is still unreasonable, the research and development of new products is unsatisfactory, the industrialization is low, there are few leading companies and famous brands in this line,the management skills is waiting for improvement, etc.In the 21st century, because our country is one member of WTO and the competition in tea market is intensifying home and abroad, the development of Anxi tea industry is confronted with opportunities and challenges. In this article,I focus on how to make the advantages of natural tea resources in Anxi county to overcome the current difficulties, to become more competitive,to create a higher consumer demand, to win more market shares and make greater achievement from tea industry.This article is aiming at analyzing something about the necessary strategies and measures for tea industry in Anxi during the current times. On studying the present status and the tendency of tea industry home and abroad,we may know more about the opportunities and challenges for Anxi tea industry; On studying the natural condition, the breed, the social and economic factors, we may know more about the advantages and disadvantages for Anxi tea industry; On studying the theory of SWOT and the theory of "blue sea strategy",I will make suggestion on the necessary strategies and measures to take for tea industry in Anxi.According to the study from this article, measures should be taken to promote the development of tea industry in Anxi. Firstly, adjust the strategy for tea product structure so as to make improvement on the ecological environment of tea field and earn more attached value of tea. Secondly, make a great effort in tea industrialization in order to do good to the development of more and more leading companies and make the tea farmers more cooperative.Thirdly,pay more attention to the establishment of tea brand in order to establish famous brand and protect the property right of well-known brand. Lastly, cultivate tea culture so as to make the tea industry and other industries concerned in Anxi such as entertainment and tourism business more competitive, and push forward the local economy in Anxi.