中国茶企业国际化战略问题研究

发布时间：2018-06-05 14:11

本文选题：中国 + 茶企业　；参考：《福建茶叶》2017年11期

【摘要】：目前我国作为全球最大的茶叶生产国和出口国,在发展的过程中培养了众多的茶叶知名品牌。例如:西湖龙井、黄山毛峰、信阳毛尖儿等,所以我国的茶叶企业也随着我国经济的发展而不断的壮大。并且,占据了国际市场中的份额,出口量也从2002年的23万吨上升到2015年的46.8万吨。而主要的茶产品在出口时也覆盖了亚洲,欧洲,澳洲等多个国家。但由于茶企业在市场的发展中竞争没有序列性,所以茶叶质量的稳定性也非常之差。因此,在发展时就难以规模化,品牌的营销能力也越来越弱,各国贸易壁垒限制也使得中国茶企业在国际化的发展中有更多的限制,所以中国茶叶在国际化的战略发展上面临着巨大的挑战。本文就对中国茶企业国际化战略问题进行研究,从中对存在的问题进行分析,并制定出可行性战略对策。
[Abstract]:At present, as the largest tea producer and exporter in the world, China has cultivated many famous tea brands in the process of development. For example: Xihu Longjing Tea, Huangshan Maofeng, Xinyang Maojian Tea, etc. Exports rose from 230000 tonnes in 2002 to 468000 tonnes in 2015. The main tea products are also exported to Asia, Europe, Australia and many other countries. However, because tea enterprises in the development of the market competition is not sequential, so the stability of tea quality is also very poor. Therefore, it is difficult to scale in the development, the marketing ability of the brand is becoming weaker and weaker, and the restrictions of trade barriers in various countries also make the Chinese tea enterprises have more restrictions in the development of internationalization. Therefore, Chinese tea in the international strategic development is facing a huge challenge. In this paper, the internationalization strategy of Chinese tea enterprises is studied, the existing problems are analyzed, and the feasible strategic countermeasures are worked out.
【作者单位】：秦皇岛职业技术学院;
【分类号】：F125;F426.82

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