Research Of Sales Channels For Tea Farmers In Anxi

Tea, as a pillar industry in Anxi, played an important role in Anxi's economic development, and played a positive role in creating employment, driving farmers to get rich. But with the gradual supply of Chinese tea, coupled with the global economic downturn and the national macro-control policy, the development of China's tea industry has entered a new normal. Under this background, to study how to promote the tea producers better sales in the existing sales channels for Chinese tea, the tea industry to tea farmers, has certain research significance.At present, the agricultural products marketing channels become more and more diversified, especially the rise of new sales channels, such as electricity suppliers, more than the original study of the channels makes the research on the sales channels appear inadequate. In addition, the current research for the tea industry is also focused on the research of industry management, brand marketing mode, circulation organization innovation, for the study of farmers as the participants of market behavior is very little. In this study, through the survey of Anxi Tieguanyin Tea farmers to collect first-hand information, understand the farmers choose the sales channels, on the basis of the survey data, using descriptive statistics method to analyze the farmers household age and the education level, tea area, tea yield, proportion of income in total household income per mu, tea production cost and sales price, from tea sales market, correlation factors from tea production and processing level and tea tea sales channels. The mechanism of innovation in order to promote the farmers to participate in the market, to enhance the ability of farmers to participate in the market, increase farmers income in the whole process flow, invigorate the circulation mechanism of the Anxi Tieguanyin Tea, promote the tea industry to break the bottleneck of further development.Research shows that farmers'education and farmers age influence the choice of sales channels, the education level is negatively impact on the choice of tea farmers selling channels; farmers production and processing level, sales price and production cost per mu of tea 3 factors have a positive impact on farmers non tea dealer channel; tea garden area and tea production have a negative effect on farmers non tea traders and market channels; from the distance of the farmers did not affect the choice of sales channels. Therefore, the government should regulate the market, strengthen the Anxi tea brand building, improve the quality of tea, tea and tea cultivation technology to strengthen technical training, promoting the construction of tea professional cooperatives, and guide social capital into the tea industry, tea production and industry attention phenomenon.