Research On The Marketing Strategy Alliance Construction For The White Tea Of Fujian Province

The white tea industry is an indispensable part of the economy in Fujian Province. Research it can help to improve the economic benefits and market share of white tea in Fujian Province, which has important practical significance in promoting the process of common prosperity.The paper focuses on Fuding City and Zhenghe Country, which are two major white tea production areas. Referring to the materials and results of field studies, I analyze the current situation of white tea industry in Fuding City and Zhenghe County and summarize the production and sales volume, thereby concluding the marketing advantages and the existing problems of white tea in Fujian province. The data collected from consumer questionnaire in survey areas, analyzes the psychology of potential consumers and the demand for consumption with the help of empirical analysis method. Under the theory of enterprise strategic alliance, the government decides to make a marketing strategy of white tea in Fujian Province.Through the research on the necessity of building the strategic alliance of Fujian white tea, I get the conclusion that the necessity mostly manifests in the five following areas:satisfying the public needs, developing regional brands, accelerating the integration of resources, promoting the exchange of information and scientific and technological innovation. First of all, this article takes five aspects to analyze the feasibility of the construction of Fujian white tea marketing strategic alliance mode which are the tea market potential, government’s policy support for white tea enterprise alliance, the different tea enterprise alliance and industry alliance. Secondly, I analyze the connotation of marketing strategic alliance of Fujian white tea with the theory of enterprise strategic alliance. And then this paper made three main alliance modes that are the white tea enterprise, the different tea enterprise alliance and the different industries alliance. It helps to study the characteristics of marketing strategic alliance and the patterns of manifestation of Fujian white tea. Thirdly, this study also found that the process in building white tea marketing strategic alliance in Fujian province will encounter the following five problems: Fist,.Effective evaluation of potential cooperation enterprise information is uncomplete.,Marketing strategic alliance management is difficult.,Due to marketing alliance members have different cultural background, strategic integration is difficult,Marketing alliance members focus too much on personal interest, they are lack of global awareness.,Crisis of confidence excits among the marketing alliance members,The status and distribution of interests is inequality among the marketing alliance members, h. Last of all, according to the possible problems, I put forward specific affiliate marketing strategic countermeasures in the study of the relevant typical cases of strategic alliance;.Improve Fujian white tea marketing strategic alliance the ability of risk control.:.Improve Fujian white tea marketing strategic alliance the rate of success., Build harmonious white tea marketing strategic alliance.