(Research On The Development Of Coffee Industrial Chain And Strategic Analysis In China)

Coffee tree is perennial evergreen shrub or small tree and belongs to rubiaceae. Coffee distribution mainly concentrated in Latin America, West Asia, Southeast Asia and the other countries. Coffee is the largest beverage in the world, There are2/3consumption crowd preferred coffee beverage, It has become the second international trade raw material products following the oil products, Even in the global futures market, The attention of Coffee futures is following oil futures tightly. Coffee industry started relatively late in china, Until the middle of the last century, we started planting coffee in large-scale production. At present, The large-scale cultivative only just in Yunnan and Hainan. The consumption population in China is growth rapid, and consumption market of rapid growth. According to the international coffee organization, In the past two years the growth rate as high as15%, far beyond the average level of the world2%, therefore, promote the development of coffee industry in our country, promote the coffee industry upgrade and improve its economic benefit, is the current hot issue of research.Base on the agricultural industry chain management theory, The article analyze the present situation and the existing problems of coffee industry from product chain, technology chain, organization chain, information chain and the capital chain. Focus on the analysis of the development strategy of China’s coffee industry from the perspective of the value chain. Analysis of the problems that superior resources existing in coffee value chain in China can not be effectively utilized and income isn’t increased despite rising output caused by the lack of pricing power of coffee products and so on is carried out. An idea of developing the coffee value chain in China by the aid of the experience of the development of American coffee value chain is put forward. And strategic analysis of the development of the coffee industry in China by using the SWOT analysis method is carried out. And then, factors influencing the development of the value chain are empirically analyzed by using a grey correlation model, and a conclusion is drawn that sales section is a key link for determining the development of the coffee value chain in China. Through the field research of the Back Valley coffee company, the development experience of the Back Valley coffee value chain is introduced, so countermeasures and suggestions proposed for developing the coffee industry chain are more targeted and more operable. We get the following conclusions through the above analysis:The coffee consumption market is growing rapidly in china, and promote the development of coffee industry, extend the coffee industry chain plays an important role in increasing the income of farmers, increase economic benefits; coffee industry chain including link planting, processing, sales, industry chain each link closely and collaboration, to achieve maximum benefits; but as a whole, the connection between the coffee industry chains in China is still relatively weak, there are some prominent problems of each branch chain; in the study of the development strategy, the main thing is to find the strategic link to enhance the core competitiveness of the industrial chain, sales link is the strategic link in coffee industry chain, it create the huge profit, once this central task has been accomplished,the whole industry chain will have competitiveness.