Research On The Competitive Strategy Of WuYi WuYin Ecological Tea Industry Co.,Ltd.

Tea drinking culture has a long history in China,tea industry has survived thousands of years.There are many kinds of tea in our country.However,there are few well-known brands.Tea,as a kind of agricultural products,is regarded as a cultural privilege,but from planting to production,it is in a more dispersed state in our country.And because of the wide variety of products,various concepts emerge in endlessly.Facing the current situation,it is of great practical significance to study and explore the competitive strategy of tea enterprises.WuYi WuYin Ecological Tea Industry Co.,Ltd.was founded in November 2016 by W D,a tea maker who is the wife of the G20 summit.Although the quality of WuYi WuYinrock tea is high,the competitive advantage is not obvious,and the profitability and development of the enterprise are both slow and weak.Through the methods of interview,literature research,comparative study,combining with own work experience and the research of WuYi WuYin high-level meeting,the paper studies the competitive strategy of WuYi WuYin Eco-Tea Co.,Ltd.Firstly,this paper makes a systematic analysis of the external environment,industrial environment and competitors' external environment of WuYi WuYin Eco-Tea Co.,Ltd.,and then,through the value chain analysis,the paper makes a systematic analysis of the external environment of WuYi WuYin Eco-Tea Co.,Ltd.The internal factors such as the main competitive activities of the enterprise are analyzed.Then,combining the internal and external factors,the matrix is formed by using the SWOT analysis,and at the same time,the matrix is formed by the combination of the internal and external factors.Finally,by synthesizing all the analysis elements,the competitive strategy of WuYi WuYin Eco-Tea Co.,Ltd is re-established.According to the research on WuYi WuYin Ecological Tea Industry Co.,Ltd.,we should adopt the strategy of focusing on differentiation to avoid the competition of convergence.By repositioning the market,focusing on the high-end customers,Cross industry boundaries,develop new tourism services of tea culture;reduce the investment of specialty stores in market expansion;cooperate with tea house and private tea rooms to build cultural platforms.It also provides communication platform for customers and provides customers with expanding value.The thesis hopes to provide a set of feasible scheme for reference and choice by studying the competitive strategy of WuYi WuYin Eco-Tea Co.,Ltd.The paper also analyzes the accumulated disadvantages and present situation in the tea industry,and makes an analysis of the tea enterprises in the industry.Especially small and medium-sized enterprises have certain reference significance.