Status Analysis And Development Strategies Research Of Zhenghe Gongfu Black Tea Industry

Zhenghe Gongfu is a kind of fully fermented black tea. It’s mainly produced in north-eastern Fujian Province. Famous as one of the best three black teas in Fujian, Zhenghe Gongfu ranks first in terms of quality. Zhenghe Gongfu has a long producing history over150years. In ancient times it was even exported to as far as Europe and America. It had ups and downs, having enjoyed a great fame at one time but fallen silent afterwards. Nowadays, Zhenghe, after which Zhenghe Gongfu was named, has put forward the goal of "promoting the black tea brand and developing the tea industry" by self-examination and has made the value of Zhenghe Gongfu Black Tea begin to return. Recent years have seen a rapid growth in tea industry in Zhenghe. In February2009, National Bureau of Quality Inspection ratified the geographical indication production of Zhenghe Gongfu Black Tea. But in reality, the tea industry in Zhenghe still lacks enough attention and fails to play its potential cultural, social and economic roles.This article first introduces the history of Zhenghe Gongfu and its quality features and then makes an analysis of the status quo of Zhenghe Gongfu with SWOT method. In the final part, the article presents the thoughts and strategies for the tea industry development of Zhenghe Gongfu. It’s possible to revive the cultural charm of the Zhenghe tea by advertising and developing the tea, in order to make tea industry enjoy a better and faster development and to contribute more to the local economy as it can increase farmers’incomes, elevate the agricultural efficiency and promote the rural development.The framework of the article is as follow:Part1is the Introduction. It first presents the research background and significance and then explains the study status at home and abroad through focus on the development of black tea abroad. The introduction gives a description of the research contents and analyses the research thoughts and methods.Part2introduces the basic information of Zhenghe Gongfu. Part3uses empirical analysis to make a multi-analysis on the advantages and disadvantages, opportunities and threats of Zhenghe Gongfu and presents the analysis with lots of research data. Part3also does the preparation work for the summary of the next part.Part4summarizes the general thought of the Zhenghe Gongfu development.Part5provides strategies and suggestions to Zhenghe Gongfu development on the basis of exploration, conclusion and analysis of its law of development, which can promote Zhenghe Gongfu to a healthy and fast development.