Research On The Market Competance Of The Tea Industry In Mingshan

Tea is the main drink of Chinese people, and plays an important role in both urban and rural lives. Especially the green tea has brilliant prospect. As one of the largest production base of green tea, Mingshan County enjoys high-quality and natural geographical environment and cultural advantages, which will not only bring opportunities for the further development of the tea industry there, but also create comprehensive benefits for ecology, economy, society, industrial linkage, etc. However, the overall strength of Mingshan Tea industry is still weak at present, and its excellent natural resources endowments have not been converted into market competitive advantages. Through an investigation of Ya'an Mingshan County's production area condition, the production state, the consumer market situation and the brand status, this paper establishes the competitive power appraisal target system and has carried out analyses and evaluations to its influencing factors using the AHP method. Then, based on the calculations of its scale comparison coefficient, the efficiency comparison index, and the comprehensive comparative advantage index, and adopting the "Michael Porter's Five Forces Analysis Model" and the SWOT strategic analysis method, the paper makes a overall analysis of the advantages and disadvantages enjoyed, and opportunities and threatens faced by the Mingshan Tea. It covers both the interior condition and the external environment of the industry. Detailed analyses have also been made, by using methods such as competitive advantage index, into the current industrial situation of the Mingshan Tea, and countermeasures and the suggestions been put forward, aiming at improving its market competitiveness.By analysis, this paper makes the following conclusions:the Mingshan Tea industry boasts strong advantages in geography and culture; the quality of the tea is outstanding; the industrialization has been of a substantial scale. Overall, tea products have good market basis both in China and overseas, but the actual market share and competitiveness are not very obvious. The main reason is that the Mingshan Tea industry is basically at the stage of raw material supply and the primary processing, which has few added value. Problems like the enterprise scale, mechanization degree and brand form a "bottle neck" limiting its market competitiveness. Therefore, it is proposed that the promotion of the market competitiveness should be bases on the maintenance and development of present resources and scale advantages, and the advocating of cultural background. Four jobs to do:the first is to integrate enterprise, to strengthen brand building, to carefully reduce varieties, and to unify standards; the second is to work well in tea-quality supervision and further processing project; the third is to creat the core competitiveness of the Mingshan Tea by strengthening technological innovations and introducing information administration system to the tea industry; the fourth is that the government plays an important role when the tea industry in Minshan is not mature.