The Development Strategy Research Of Baojing Golden Tea

Baojing golden tea is ancient rare tea germplasm resources in the Xiangxi Baojing County, which has high content of theanine, tea polyphenols and water extract. It has the effect of enhance physical fitness, anti-aging, enhance disease resistance, which has high utilization value and economic value. Because of the existence of extensive management, backward production technology, lack of funds and cultural atmosphere, making the Baojing golden tea industry develop slowly.Based on the data of official website of Chinese agriculture information network and Hunan provincial statistics information network, collected a vast amount of information, this paper analysis the current situation and features of Baojing golden tea with the support of science and technology to promote industrial modernization, pay attention to quality, cultivate new varieties, industrialization development rapidly, the economic benefit is remarkable, through the comparison of the Chinese and Hunan tea development status and trends. The advantages and disadvantages of Baojing golden tea is list by the method of SWOT analysis of Baojing golden tea development, judging the development opportunities and threats, formulating the development strategy of Baojing golden tea SWOT matrix, propose the Baojing golden tea should adopt the ST(Superiority and Threat) development strategy: For industry, Baojing golden tea can take full use of the government’s politic help for planning industry layout, in order to reduce the small scale and talent cultivation difficult problems; For a brand perspective, based on green and pollution-free advantages to establish the standard production system and construct a brand image to breaking market products homogenization; From a marketing point view, its good use to develop the characteristic national culture,to solve the small market share problem.From the perspective of adjustment of Baojing golden tea industrial structure and industrial development, put forward to make industry strategic suggestions. According to the scientific theory which proposed by international and domestic authoritative scholars develop the value strategy system of Baojing golden tea brand, combining with the actual. At the same time, the use of Jerome Mccarthy 4P marketing combination strategy, from four aspects including Product, Price, Place and Promotion, to construct Baojing golden tea marketing combination strategy system. In order to guarantee the implementation of the grand strategy the author puts forward the corresponding strategies for the implementation of the grand strategy, specific to the government, enterprises, cooperatives and farmers and other social subjects, according to the principles of the development strategy of Baojing golden tea.Baojing golden tea development should take its own resources advantage, under the government’s support and the scientific research so as the technological innovation establish and perfect the social service system. Mean while, under the third party intermediary extension and supervision, considering and promoting its development strategy. Baojing golden tea industrial strategy, brand development strategy, marketing strategy should coordinate, promote each other, Industrial strategy as the core strategy, brand strategy as the key strategy, marketing for the auxiliary strategy, promoting baojing gold tea health long-term development.