福鼎白茶品牌发展战略研究

发布时间：2018-06-24 07:48

本文选题：福鼎 + 白茶　；参考：《福建农林大学》2016年硕士论文

【摘要】：福鼎作为福建省乃至全国最重要的白茶生产基地和出口来源地,其种植历史由来已久,福鼎白茶产品出口贸易也一直处于国内领先地位,具有强劲的发展势头。据统计,截至2016年福鼎全市现有茶园面积21.5万亩,年可采面积达18.5万亩。2015年茶叶总产量达2.09万吨,其中白茶产量1.04万吨,毛茶产值11亿元,涉茶总产值29亿元,涉茶人口40多万人,茶农人均茶叶收入约3600元。2015年全市茶业企业总税收1814.1647万元,其中税收100万元以上有6家,税收10-100万元有13家。茶叶税收占全市GDP比重达万分之六,茶叶税收占全市公共财政总收入千分之七。然而,福鼎白茶出口贸易量虽较多,但对外销售的白茶产品以低、中档为主,且通过茶叶营销协会等中介,销售价格相对较低。福鼎白茶企业在发展的过程同样也面临着一些亟待解决的问题和不足,诸如加工小企业多,上规模企业少,许多加工企业的标准化、清洁化程度有待提高等；白茶品牌不强、宣传力度不够、其他品牌冲击等问题严重。本研究首先对福鼎地区白茶品牌发展的现状进行分析,指出虽然福鼎白茶具有地理环境、政府支持力度大、种植历史悠久、农村电子商务带动和茶叶绿色消费时尚等优势和机遇,但是也存在着销售量不足、缺乏标准化生产、绿色贸易壁垒提高等劣势和威胁。其次,采用SWOT分析法对影响福鼎白茶品牌发展的内外部环境进行了剖析,并设计调查问卷。然后,根据回收的有效问卷计算福鼎白茶品牌发展战略SWOT的四个维度的构成要素的强度,并根据所计算出的四个维度的总强度系数,构建出福鼎白茶品牌发展战略的中心点,其中还结合了对福鼎地区比较典型的三家白茶企业的品牌发展模式和经验进行了总结和分析。最后,根据实证分析结果,从品牌建设与提升、生态茶园建设与产品品质提升、茶文化建设与推广、市场转型与升级以及技术创新和质量监控五个方面,提出了福鼎白茶品牌发展应当采取的战略定位为WO型调整型战略,也就说要抓住新的市场机遇减缓劣势的冲击,克服白茶品牌自身发展存在的一些劣势和不足。
[Abstract]:As the most important production base and export source of white tea in Fujian Province and even in China, Fuding has a long history of planting. The export trade of white tea products in Fuding has always been in the leading position in China and has a strong development momentum. According to statistics, as of 2016, the total area of tea plantations in Fuding city is 215000 mu, with an annual recoverable area of 185000 mu. In 2015, the total production of tea reached 20900 tons, of which 10400 tons of white tea, 1.1 billion yuan of gross tea output value and 2.9 billion yuan of total value of tea related to tea. The average income of tea farmers is about 3600 yuan. In 2015, the total tax revenue of tea enterprises in the whole city was 18.141647 million yuan, of which 6 were over 1 million yuan and 13 were 10-1 million yuan. Tea taxes accounted for 6/10000 of the city's gross domestic product, and tea revenues accounted for 7/1000 of the city's total public revenue. However, although the export volume of Fuding white tea is more, the white tea products sold abroad are mainly low and middle grade, and through the intermediary of tea marketing association, the selling price is relatively low. In the process of development, Fuding White Tea Enterprises also face some problems and shortcomings that need to be solved urgently, such as the number of small processing enterprises, the small number of enterprises on the scale, the standardization of many processing enterprises, the degree of cleanliness, and so on; the white tea brand is not strong. Propaganda is not enough, other brand impact and other serious problems. This study first analyzes the current situation of the development of white tea brands in Fuding area, and points out that although Fuding white tea has a geographical environment, strong government support, and a long history of planting, The advantages and opportunities of rural e-commerce drive and green consumption fashion of tea, however, there are disadvantages and threats such as insufficient sales volume, lack of standardized production, improvement of green trade barriers, and so on. Secondly, SWOT analysis was used to analyze the internal and external environment that affected the development of Fuding White Tea brand, and a questionnaire was designed. Then, according to the valid questionnaire, the paper calculates the strength of the four dimensions of the SWOT of the brand development strategy of Fuding White Tea, and according to the total strength coefficient of the four dimensions, constructs the central point of the brand development strategy of Fuding White Tea. It also summarizes and analyzes the brand development model and experience of three typical white tea enterprises in Fuding area. Finally, according to the results of empirical analysis, from five aspects: brand building and promotion, ecological tea garden construction and product quality improvement, tea culture construction and promotion, market transformation and upgrading, technology innovation and quality monitoring, This paper puts forward that the strategy that should be adopted in the development of Fuding white tea brand is WO type adjustment strategy, that is to say, it is necessary to seize the new market opportunity to slow down the impact of inferiority, and to overcome some disadvantages and shortcomings existing in the development of white tea brand itself.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F326.12

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