| With the rapid development of economy in our country, the economic development into the new stage, people’s living standards have markedly improved, the pursuit of green consumption become a trend of the times, tea as a green health synonymous, demand is increasing in, the national tea production of annual growth rate at around 10%,2015 national tea production for 227.8 million tons, total output value reached the 1519.2 billion, than 2014 increased 170.1 billion yuan, a steady growth trend,2015, Fujian Province, tea total output of 35 million tons, production value of about 200 billion, ranking first in the country. The economic development in the new period contains huge business opportunities for The transformation and development of Tian county of high mountain tea brought very rare good opportunity, but we apart from see prospects for the development of a new stage of Datian County of high mountain tea light, should also face high mountain tea industry in the development process of various malpractices and the economic downturn on industrial development pressure. To solve this kind of problem lies in improving Datian mountain tea quality, to increase the added value, introducing modern industrial transformation and upgrading concept and marketing strategy, exploring Datian mountain tea in the new stage of development.This paper in Datian County of high mountain tea as the research object, combined with industrial restructuring and upgrading theory and marketing theory, firstly, to investigate the high mountain tea industry development present situation, analyze the existing problems, mainly tea industry structure is not reasonable; tea brand awareness is weak; tea industry competitive power is not strong; tea products, the overall level is not high, the uneven quality of tea; the overall price level is not high, prices are not unified standards; low level of promotion. Secondly, it expounds the Datian County of high mountain tea industry transformation and upgrading of SWOT analysis and strategic choice, Datian County of high mountain tea its development advantages and shortcomings as well as facing opportunities and threats analysis in the economic downturn High mountain tea industry in the new stage of development of the field must upgrade. Finally, on the basis of summary of the full text of the, of Datian County of high mountain tea industry in a new stage of development put forward some countermeasures: Strengthen the production base of green building; optimization of high mountain tea industry chain structure; strengthen the construction of the leading enterprises of tea; to intensify the innovation; strengthen the construction of high mountain tea brand; innovative marketing mode. |
