Research On The Industrialization Development Of Xinyangmaojian

Xinyangmaojian, also called Yumaofeng, is a kind of green tea, being one of the “top ten tea” in China. While the green tea is known by its benefits of being beautiful and healthy after drinking, Xinyangmaojian is widely fond of due to its characteristics of clean color, fresh fragrance and delicious flavor. The development of economic globalization and trade liberalization provide many opportunities to the production and trade of Chinese tea. Along with the increasing demands for the Chinese tea, it is the increasingly fierce competition in the domestic and international tea markets. Consequently, opportunities andthreats coexist in the future development of Xinyangmaojian. It is currently an urgent need to consider and make efforts to solve the problem how to monopolize the tea market in the growing competition, seize the opportunity to continue developing new markets,enhance Xinyangmaojian’s industrial competitiveness and promote industrial upgrading to achieve the sustainable development. The county town of Shangcheng, which is located in the north of Mountain Dabie, is one of the main producing areas of Xinyangmaojian. With the long history and unique natural conditions, the tea industry takes a comparative advantage at Shangchengcounty. In addition with the policy support of "development of special industries" from the local government, the future development of tea industry has an increasing trend, a broad market space and considerable economic value.Based on theory of the agricultural industrialization, the tea industrialization, the brand strategy and SWOT-CLPV, through interviews and surveys, drawing on research results, this paper analyzes the developmental situations of tea industries at Shangchengcounty, the main producing areas of the Xinyangmaojian. To fully understand the tea industry development status and development environment at Shangcheng county, used as a sample, this paper will sort the tea’s development and trade situations at home and abroad in 2013, and then select a representative tea production countryto analyzes its tea’s developmental model to make its external environment of development clear. Furthermore, this paper will use the principles of SWOT analysis model to identify the Strengths, Opportunities, Weakness and Threats of the development of tea industry at the Shangchengcounty. According to the results of factors to establish SWOT-CLPV matrix to analyze the internal and external developmental environments, this article obtains the following two conclusions. First, the tea industry pattern at Shangcheng county has been formed, but still at a preliminary stage. The tea industry has a large spaceto upgrade. Second, we should vigorously takethe advantages of natural conditions, high quality and the leading role of Xinyangmaojian. However, the sole sales method and single structure protect the tea industry seizing the external opportunities. The enhancement of bargaining abilities of consumers and new drinking products heavily weaken the competitiveadvantages at Shangchengcounty. The external threats and internal weaknesses will be a serious problem to the tea industry.In order to promote the sustainable development of tea industry by taking the advantages and transforming the disadvantages at the county, this paper develops some strategies from diversification, differentiation, industry cooperation and tea industry chains based on the analysis of results. Five recommendations are proposed based on the strategic measures. First of all, they need to promote the existing tea enterprises to expand, and nurture and support emerging enterprises at Shangcheng county. Specifically, it is to industrial upgrade Qipengorganic tea farm and Huangbaishangtea company. Additionally, they need to merger and reorganize some small tea enterprises based on their operating conditions at the county. Second, it is to enhance the tea processing technology and to improve the quality of tea. By building on the existing process and the use of clean production lines, they need to improve the quality of the tea. Furthermore, it is necessary to develop new products and improve value-added categories of different kinds of tea products. Third, it is to innovate marketing combination and build a multiple marketing measures. Brand building and marketing construction are the foundations of tea sales. The offlinepromotions, television, Internet and other promotional methods can be used in the later. Forth, it is to optimize human resources and train high-tech professional personnel. They need to use a variety of methods for recruitment and selection of personnel, and train the employees to be more creative in time to maintain high-quality management personnel and technical staff. Fifth, it is to construct tourism lines and develop cultural tea tourism to the county. It is necessary to hold different themes tea tourisms. By combining with the local tea culture tourism resources, they can open travel lanes to publicize local tea culture, and establish many tea restaurants and teahouses.