Research On The Development Strategy Of Hunan Tea Industry

Hunan Province has the unique conditions of tea production, always been one of China's major tea producing areas, known as "Jiangnan Tea Country". Hunan has good conditions for tea production and development prospects, it's tea garden area ranks seventh place in the nation, and tea output ranks sixth, Tea is a traditional competitive and major economy pillar industry in Hunan Province. Since the 1990s, there was tea production fallen situation, great concern have been given by the party committees and governments.The domestic and international environment of Hunan tea industry development were analysed in this paper, the opportunities and challenges from the development advantages and constraints factors of Hunan tea industry were judged, such as ecological conditions, seed resources, tea kinds resources, historical and cultural resources, export History, labor and human resources, geographical location, the development of productivity, product quality, enterprises competition, trade management, promotion of scientific and technological achievements, Tea Culture research, the Green trade barriers, domestic and foreign competition, restrictions of international consumption custom, competition of new beverage, the trends of green consumption, opportunities brought by WTO and so on. Xiang tea industry development strategy were analysed by using of a model strategy and SWOT analysis research. Results indicated that "two strategic" should be focused on Hunan tea industry development: adjustment tea industry structure and development industry culture. SPASS model was also used in this paper to analyse and forecast Hunan tea planting area, output, the production and value of famous tea. Results showed that the No.11 "five-year-plan" and the "2015" years plan about Hunan tea industry development brought by the Government can be achieved.An unprecedented development opportunity will be faced by Hunan tea industry, so how to promote the development? The following proposals was put forward in this paper: First, strengthening leadership and unifying understanding. The Governments at all levels should do their best to readjust the industrial structure and develop tea industry, add incomes of mountain farmers, construct new country and harmonious society, and work hard to promote advantages of the Xiang tea industry. Second, perspicuity strategies and restructuring. Adhering to "two strategic": adjust tea industry structure and develop tea culture, improving tea varieties, focusing on development of famous green tea, supportting the development of Dark tea, updating equipment and improving technology. Third, increasing tea industry investment to cultivate the core competitiveness of Hunan tea industry.