The Improving Strategies Research Of Wuyi Rock Tea Industry In The View Of Agricultural Culture

As a new economic phenomenon,agricultural culture has attracted increasingly attention from various countries.Meanwhile,as the soul of tourism,culture is one of the driving forces for sustainable economic development.Therefore,it is a general trend to lay emphasis on the excavation and utilization of cultural resources.Tea culture is a collection of all physical and spiritual phenomena that was formed during hunman's planting,processing,and drinking activities.A considerable amount of cultural resources has been accumulating thousands of years with the development of China's tea culture.Wuyi Rock Tea is a special kind of agricultural product with both natural and cultural attributes.Since the reform and opening up,especially in recent decades,Wuyi Rock tea industry has achieved considerable development and good economic benefits.However,Wuyi Rock Tea Industry is facing its bottleneck because of the deficiencies in the excavation and utilization of the Wuyi Rock Tea Cultural Resources.Therefore,it is of great significance to fully excavate and utilize Wuyi Rock Tea Culture Resources.This article tries to investigate,analyze and evaluate Wuyi Rock Tea Cultural Resources under the perspective of agricultural culture,and puts forward the promotion strategies for Wuyi Rock Tea Industry.First,on the basis of reading domestic and foreign related literature,this article sorts out literature from three aspects:agricultural culture,tea culture,and resource evaluation,while the theories of cultural industrialization,the transformation traditional agricultural,agricultural multi-functionality,and industrial integration are taken as theoretical basis.Secondly,the investigation of the development status of cultural resources of Wuyi Rock Tea and agriculture industries was conducted through field surveys and interviews.It is found out that the current development is good,but there are still problems,for example the government and companies do not pay enough attention to their utlization and protection.Thirdly,the conclusion could be draw the cultural resources of Wuyi Rock Tea and agriculture are relatively rich,on the basis of collecting a large number of second-hand materials related to the cultural resources of Wuyi Rock tea and agriculture,while collecting first-hand datum through field surveys,which supplements and verifies second-hand materials.Then,use the Analytic Hierarchy Process(AHP)to construct the evaluation index system of Wuyi Rock Tea Cultural Resources under the perspective of agricultural culture.Take the resource aspect,resource value,transforming ability,and development expectation as the core layers of the index system,and build 10 basic layers and 28 index layers on the basis of the core layers;and find the corresponding index weight values,organize and summarize cultural resources of Wuyi Rock Tea and agriculture,through the sorting of questionnaire datum,the use of fuzzy evaluation and the weighted average of the index system for quantitative analysis.Finally,based on the found problems and comprehensive evaluation results,put forward the strategies for the promotion of Wuyi Rock Tea Industry under the perspective of agricultural culture,which mainly includes:to strengthen the integration of Wuyi Rock Tea Cultural Resources,to thrive the development of tourism,and to strengthen the Wuyi Rock Tea Creative Culture Industry with a purpose to increase the added value of products;to enhance Wuyi rock tea service awareness;to increase publicity and promotion,to stengthen the brand influence of Wuyi Rock Tea culture;to improve the level of mechanization of tea procedures relying on science and technology;to strengthen the support of Wuyi Rock Tea leading enterprises,and to promote the sound development of Wuyi Rock tea industry.