安化黑茶发展现状及产业化整合方案研究

发布时间：2018-01-15 21:24

本文关键词：安化黑茶发展现状及产业化整合方案研究　出处：《中南林业科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：黑茶由于具备独特的医疗保健作用,广受茶叶研究者和医学研究者的注意。中国黑茶主要产于湖南、湖北、四川、云南和广西等省(区),按地域分布,主要分为湖南黑茶、四川黑茶、湖北黑茶、广西黑茶及云南普洱茶。安化的环境非常适宜黑茶的生长,因此,还获得了“黑茶之乡”的美称。本文以安化黑茶发展现状及产业化整合为主要对象,对安化黑茶企业的具体经营情况进行了深度调研,走访了分别代表安化黑茶品牌、技术、渠道的湖南高马二溪茶叶有限公司、湖南盛唐黑金黑茶发展有限公司和湖南老顺祥茶业有限公司,了解并发现了安化黑茶企业现在所面临的龙头企业各自为政,难以强强联合；企业股东过多,战略意识薄弱；茶业销售利润可观,基地茶农收入微薄；采用直销模式营销,企业利益不长远等几大问题；对黑茶企业的现状、发展的内外部环境通过资料查阅和比较作了较为详细的分析；并针对黑茶产业的发展现状研究结合SWOT分析法和现有的茶业产业整合模式制定了符合其发展特性的产业化整合模式,以品牌、渠道、技术、基地优势入股建立黑茶茶业集团中心,联手政府借助资本市场力量进行整合,并提出了具体的实施路径和实施策略。文章将理论研究与实践调查结合起来,运用产业化理论分析安化黑茶产业,并结合黑茶企业的具体情况进行实证研究。制定了安化黑茶发展战略并提出相应的实施建议,最后提出了加强文化宣传力度,引领茶产业发展；增加政策扶持力度,发展黑茶产业；加大生产科研投入力度,支撑茶产业发展；建立安化黑茶企业营销战略联盟等几点促进安化黑茶产业化整合实施的保障措施,具有非常重大的实际应用意义。
[Abstract]:Black tea is widely paid attention by tea researchers and medical researchers because of its unique health care. Black tea is mainly produced in Hunan, Hubei, Sichuan, Yunnan and Guangxi provinces. Mainly divided into Hunan black tea Sichuan black tea Hubei black tea Guangxi black tea and Yunnan Pu'er tea. Anhua environment is very suitable for the growth of black tea. This paper takes the present situation of development and integration of black tea in Anhua as the main object, and makes a deep investigation on the specific management situation of the black tea enterprise of Anhua. Visited the representatives of Anhua black tea brand, technology, channels of Hunan Gaoma Erxi tea co., Ltd., Hunan prosperous tang black tea development co., Ltd. And Hunan Lao shunxiang tea industry co., Ltd. Understand and find out that Anhua black tea enterprises are now faced with the leading enterprises do their own business, difficult to combine strong and strong; Too many shareholders and weak strategic consciousness; The sale profit of tea industry is considerable, the income of base tea farmer is meager; Using direct marketing mode, enterprise interests are not long-term and so on several major problems; The present situation of black tea enterprises and the internal and external environment of development are analyzed in detail through the reference and comparison of data. And according to the development of the black tea industry research combined with the SWOT analysis and the existing tea industry integration model has been established in accordance with its development characteristics of the industrial integration model to brand, channels, technology. Base advantages into the establishment of black tea tea group center, with the help of capital market forces to integrate, and put forward a specific implementation path and implementation strategy. The article combines theoretical research with practical investigation. This paper analyzes the black tea industry of Anhua by using the industrialization theory, and makes an empirical study on the specific situation of the black tea enterprises. It formulates the development strategy of the black tea of Anhua and puts forward the corresponding implementation suggestions. Finally, it puts forward to strengthen the cultural propaganda to lead the development of tea industry; Increasing policy support to develop black tea industry; Increasing the input of production and scientific research to support the development of tea industry; It is of great practical significance to establish the marketing strategic alliance of the black tea enterprises of Anhua and to promote the integration and implementation of the black tea industrialization in Anhua.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.12

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