Construction And Realization Path Of Tea Product Sales Chain

Tea industry is one of the important pillar industries in China’s agricultural development,which makes great contributions to the ecological,social and economic benefits of our country.As the core chain of tea industry chain,tea product sales chain fundamentally determines the realization of tea value,and then promotes the stable development of tea industry.This paper takes the construction of tea product sales chain as the research direction,analyzes the influence of the main factors of each link in the tea industry chain on the tea product sales chain,and finally puts forward the realization path of the tea product sales chain.Firstly,based on the theory of industrial chain integration,industrial organization and 6 P marketing,this paper combs the relevant documents around the tea product industry chain,tea sales and tea sales channels,which provides theoretical guidance for the research of this paper.Secondly,through telephone interview,tea enterprises are investigated and found that the tea product supply end,processing end and sales end have a certain impact on the traditional tea product sales chain.Through the survey of consumers,we find out the influence of product factors,price factors,channel factors,promotion factors and service factors on the construction of Internet sales chain of tea products;Thirdly,through the investigation and analysis of the present situation of tea product supply end,processing end and sales end in our country,the connotation,element composition,mechanism and influencing factors of tea product sales chain are found,and the core concept of tea product sales chain is guided by consumer demand is established,which further compacts the theoretical basis of tea product sales chain construction;Finally,the paper puts forward the construction and realization path of tea product sales chain from the aspects of tea product supply,processing and sales,and through the case study of Xi Ming tea,it finds that the cooperation degree of the main body of the supply end is not enough,the technology of the processing end is backward and the level of its own sales is insufficient,and so on Some suggestions on the construction and realization of tea sales chain are put forward,such as: from the supply end level,Xi Ming tea should broaden the scope of cooperation with tea farmers;from the processing end level,Xi Ming tea should introduce tea processing talents and technology;from the self-level,Xi Ming tea should put forward innovative products,increase channels,enrich sales promotion,strengthen brand building,introduce e-commerce talents,and expand overseas markets.