Marketing System Researches On Famous Tea And Tea Gardens In Mount Wuyi Area

As the origin of tea, Mount Wuyi has a long history of tea production and from which Wuyi Rock tea has good quality with high appraisal. In recent years, Mount Wuyi tea has been greatly promoted from brand effects, market acceptance and sale prices, but its sale scale is still far smaller than that of An’xi Tie Guan Yin, West Lake Longjing tea and Yunnan Pu’er. Mount Wuyi has various famous tea cultivars, rich resources and certain market potentials, but the development of Mount Wuyi tea industry has been constrained by standing apart manufacturers, separated marketing investments, the lack of customer cultivation and especially outdated marketing ideals.With the progress of society, the development of technology and the qualitative increase of information dissemination speed, people’s living standards have been raised year by year, accompanied by changes in consumption awareness, which lead to fundamental changes in structures of many industries. Likewise, the tea industries are also constantly changing their structures in marketing.From three aspects of supply and demand, sales model and marketing system in recent years, this dissertation analyzed the specific reasons for changes of marketing structures in typical industries, which were compared to similar changes in tea industry structures, and then certain rules and experiences were summarized as a basis for planning Wuyi Mountain famous tea marketing system to build.Marketing system construction has played a more and more important role in the development of tea industry. In today’s fast-paced, high-cost environment, simply by creating products, a single channel or planning one or two marketing events to open up markets, occupy consumer awareness and train consumption habits have become more and more difficult. Products achieved to develop rapidly by one or two models, but due to lack of pre-planning, marketing system imbalance make the problems worse and irreparable, which implies the importance of tea marketing system development when tea enterprises are drawing up their long-term development plans.Marketing system of famous tea and tea gardens in Mount Wuyi area was planned by integration of production area resources, companied operation of farmers and agricultural cooperatives. A marketing system was designed for consumers from knowing to experience, from attempting to constant consumption and from acceptance to constant promotion of Mount Wuyi tea. Instead of a single link of consumers and producers, a whole convergence made true convenience and reliability of consumption choice and created greater added value for tea producers.