摘要
安溪县地处福建省厦(门)漳(州)泉(州)金三角地带,产茶历史悠久,涉茶人口众多。茶叶产业是安溪的传统优势产业,改革开放以来,安溪茶叶产业发展迅速,已经成为安溪经济的重要支柱产业。纵观安溪茶叶产业发展历程可以看出,安溪茶叶产业大而不强,产量虽高但产品附加值少。此外,还存在产业结构不合理、产品开发研究薄弱、茶叶产业化程度低、缺乏龙头企业和强势品牌、企业管理方式落后等问题。
进入21世纪,随着国内外茶叶市场竞争的加剧和我国加入WTO,安溪茶叶产业面临新的发展机遇和挑战,如何发挥安溪茶叶资源优势,克服存在的问题,创造消费需求,突破现有竞争,开辟新的市场空间,实现新的跨越和质的提升,成为本文研究的主题。
本文就促进安溪茶叶产业发展应采取的战略和措施进行分析研究。通过对国内外茶叶发展现状及趋势的分析,识别出安溪茶叶产业发展面临的机遇和威胁;通过对安溪茶叶产业发展的自然条件、品种资源和经济社会条件的分析,识别出安溪茶叶产业发展的优势资源和制约因素。运用SWOT理论和蓝海战略理论进行分析研究,提出发展安溪茶叶产业应采取的战略实施对策和措施。
研究结果表明,发展安溪茶叶产业应采取:以调整茶叶产品结构战略,带动茶园生态环境改善和茶叶附加值提升;以推进茶叶产业化经营战略,带动茶叶龙头企业发展和茶农组织化程度提升;以加强茶叶品牌建设战略,带动优势品牌创建和知名品牌保护;以加强茶文化建设战略,带动茶文化的挖掘、丰富、传播和交流,促进茶文化与休闲、旅游事业的互助发展。
Anxi County, Quanzhou, which lies in the south of Fujian province, it has a long history for tea-producing,there are many people work for tea industry. In Anxi, since the tea industry has been traditional and superior industry,and it has developed rapidly because of the performance of reform and open policy in China, it has played an important part in Anxi economy. Looking over the development of Anxi tea industry,you might find that the tea industry in Anxi is big but less competitive,the output is large but the attached value is low . In addition, there are some problems restrict the tea industry in Anxi from further developing,for example, the industrial structure is still unreasonable, the research and development of new products is unsatisfactory, the industrialization is low, there are few leading companies and famous brands in this line,the management skills is waiting for improvement, etc.
In the 21st century, because our country is one member of WTO and the competition in tea market is intensifying home and abroad, the development of Anxi tea industry is confronted with opportunities and challenges. In this article,I focus on how to make the advantages of natural tea resources in Anxi county to overcome the current difficulties, to become more competitive,to create a higher consumer demand, to win more market shares and make greater achievement from tea industry.
This article is aiming at analyzing something about the necessary strategies and measures for tea industry in Anxi during the current times. On studying the present status and the tendency of tea industry home and abroad,we may know more about the opportunities and challenges for Anxi tea industry; On studying the natural condition, the breed, the social and economic factors, we may know more about the advantages and disadvantages for Anxi tea industry; On studying the theory of SWOT and the theory of "blue sea strategy",I will make suggestion on the necessary strategies and measures to take for tea industry in Anxi.
According to the study from this article, measures should be taken to promote the development of tea industry in Anxi. Firstly, adjust the strategy for tea product structure so as to make improvement on the ecological environment of tea field and earn more attached value of tea. Secondly, make a great effort in tea industrialization in order to do good to the development of more and more leading companies and make the tea farmers more cooperative.Thirdly,pay more attention to the establishment of tea brand in order to establish famous brand and protect the property right of well-known brand. Lastly, cultivate tea culture so as to make the tea industry and other industries concerned in Anxi such as entertainment and tourism business more competitive, and push forward the local economy in Anxi.
引文
[1]资料来源:李文红.奋进中的安溪[N].安溪乡讯,2006-12-21(2).
[1]资料来源:联合国粮农组织FAOSTAT数据库,2007-3.
[2]文章中,若有未明确注明来源的数据,均为作者根据调查而收集整理。
[3]资料来源:联合国粮农组织FAOSTAT数据库.2007-3.
[4]资料来源:联合国粮农组织FAOSTAT数据库.2007-3.
[5]资料来源:苏进宝.中国茶叶国际化经营战略浅折[J].茶叶经济信息,2006,(3):17-18.
[1]资料来源:苏进宝.中国茶叶国际化经营战略浅析[J].茶叶经济信息,2006,(3):17-18.
[2]资料来源:联合国粮农组织FAOSTAT数据库.2007-3.
[3]资料来源:联合国粮农组织FAOSTAT数据库.2007-3.
[1]资料来源:朱玲.2007年中国茶产业机遇分析[J].茶业通报,2007,(2):23-24.
[2]资料来源:吴锡端.中国茶叶产业亟待整合[J].茶叶科学技术,2006,(4):37-39.
[3]资料来源:吴锡端.中国茶叶产业亟待整合[JJ.茶叶科学技术,2006,(4):37-39.
[1]资料来源:黄伟.中国茶叶出口竞争力分析[J].广东茶叶,2007,(2):21-23.
[2]资料来源:黄伟.中国茶叶出口竞争力分析[J].广东茶叶,2007,(2):21-23.
[1]资料来源:苏祝成.茶叶生产经营规模对经济绩效的影响[J].茶叶科学,2006,(7):13-15.
[1]资料来源:林铭琳.福建茶叶产业现状及展望[J].福建农业科技,2007,(2):33-35.
[2]资料来源:章文海.福建乌龙茶产量首超绿茶[N].海峡消费报,2007-2-22(A3).
[1]资料来源:张东海.安溪城乡经济发展思路[J].安溪调研,2007,(2):11-13.
[2]资料来源:付扬烈.茶乡安溪谱新曲[N].安溪乡讯,2007-2-13(2).
[1]资科来源:刘德文.茶业成为安溪农民收入的重要来源[N].安溪乡讯,2007-3-8(1).
[2]资料来源:郑敬华.安溪茶叶优异品质探源[N].侨乡科技报.2006-11-23(3).
[1]资料来源:周志强.安溪茶叶出口创汇喜人[J].滴水缘,2007,(2):41-43.
[2]资料来源:李健能.安溪中国茶都年交易额超亿[N].安溪乡讯,2007-2-24(3).
[1]资源来源:吴家全.安溪茶叶品牌建设成效显著[J].泉州农业科技,2006,(12):45-46.
[2]资料来源:王华吉.安溪茶叶善用知识产权保护[N].侨乡科技报,2007-4-13(2).
[1]资料来源:张江龙.安溪茶叶经济效益凸显[N].海峡消费报,2007-3-31(2).
[1]资料来源:廖琼满.安溪铁观音优异品质成因综述[J].茶叶科学技术,2004,(3):35-36.
[1]资料来源:谢保全.安溪茶叶的品种优势探因[J].安溪调研,2005,(9):5-6.
[1]资料来源:王振忠.安溪铁观音简介[J].茶叶科学技术,2004,(4):28-30.
[2]资料来源:袁弟顺.乌龙茶主要功能性成分及生理效应研究[J].福建农业科技,2005,(11):47-49.
[1]资料来源:李文红.奋进中的安溪[N].安溪乡讯,2006-12-21(2).
[2]资料来源:陈金华,曾从盛.安溪山地资源开发利用[J].福建地理,1999,14(2):34-36.
[1]资料来源:周向东.立溪生态茶园建设对策及措施[J].泉州农业科技,2007,(1):12-13.
[1]资料来源:叶进艺.安溪加大茶叶农残治理力度[N].安溪乡讯,2006-7-29(1).
[1]资料来源:郑金来.安溪茶叶企业规模经营研究[J].安溪调研,2007,(3):31-34.
[2]资料来源:郭永东.安溪茶叶品牌亟待整合[J].广东茶业,2006,(12):16-17.
[1]资料来源:廖建家.安溪加大高级人才引进力度[N].侨乡科技报,2007-5-21(3).
[1]资料来源:朱佑祥.茶叶机械在安溪的应用前景探讨[J].福建农业科技,2006,(9):12-14.
[1]资料来源:欧美红.我国茶叶出口喜中有忧[N].中国国门时报,2007-5-23(5).
[2]资料来源:曾艺文.安溪茶叶出口形势喜人[N].安溪乡讯,2007-2-12(4).
[1]资料来源:吴辉宗.安溪茶叶“腹地起硝烟”[N].海峡消费报,2006-12-26(3).
[2]资料来源:谢文涛.乌龙茶竞争日趋激烈[N].侨乡科技报,2006-11-22(3).
[1]资料来源:王艳红.安溪加大茶叶打假力度[N].安溪乡讯,2006-6-13(1).
[2]资料来源:卢松柏.乌尼茶出口形势看好[N].侨乡科技报,2007-2-28(3).
[1]资料来源:丁勇.试析茶叶的市场特性与营销策略[J].中国茶叶,2005,(2):10-12.
[1]资料来源:潘法生.茶叶过度包装也该“瘦身”[N],安庆晚报,2007-5-10(A8).
[1]资料来源:尤猛军,陈灿辉,陈水潮.安溪铁观音与和谐健康[J].安溪调研,2006,(12):5-8.
[1]资料来源:李育溪.安溪县长坑乡珍田茶业合作社运作模式探讨[J].安溪调研,2007,(1):25-31.
[2]资料来源:[美]菲利普·科特勒.营销管理:分析、计划、执行和控制(M).上海:上海人民出版社,1999,415-416.
[3]资料来源:曹辰编.市场营销全攻略(M).广州:华南理工大学出版社,2004,45-46.
[1]资料来源:刘德鸣.安溪旅游产业发展迅猛[N].女溪乡讯,2006-11-16(3).
[1]迈克尔·波特.竞争战略[M].北京:华夏出版社,1997.
[2]迈克尔·波特.竞争优势[M].北京:华夏出版社,1997.
[3]迈克尔·波特.国家竞争优势[M].北京:华夏出版社,2002.
[4]W.Chan Kim,Renee Mauborgne.Blue Ocean Strategy[M].United States of America:Harvard Business School Publishing Corporation,2005.
[5]迈克尔·古尔德.公司层面战略[M].北京:人民邮电出版社,2004.
[6]杨江帆,管曦.茶叶经济管理学[M].北京:中国农业出版社,2003.
[7]杨江帆.茶叶国际化经营[M].北京:中国农业出版社,2005.
[8]李宗垣,凌文斌.安溪铁观音制作与品评[M].福州:海潮摄影艺术出版社,2006.
[9]林铭琳,杨如兴.浅述福建茶叶产业化建设[J].茶叶科学技术,2000,(1):20-22.
[10]曹淑华,张谋贵.安徽省茶叶产业化建设存在的问题与对策[J].安徽农业科学,2002,30(4):519-520,522.
[11]吴尚敏,林汝斌.泰顺县茶业结构调整经验探讨[J].温州农业科技,2002,(4):25-26.
[12]周庆炎.茶叶产业的振兴之路在于创新——实施茶叶产业化发展战略与探索[J].茶叶通讯,2000,(3):7-9.
[13]顾冬珍.搞好茶叶优化改造 提升茶叶产业[J].茶叶,2003,29(1):11-12.
[14]温思美.中国加入WTO后农业面临的机遇、挑战与对策[J].农业经济问题,2002,(4):2-6.
[15]李子蓉.泉州地区农业产业化的探讨[J].福建地理,2001,16(2):35-36,38.
[16]田世英.我国茶叶产业基本情况及对策措施[J].中国农业信息,2004,(10):12-13.
[17]张必正,孙进昌.我国农业科技的困境与对策[J].现代农业科技,2006,(8):176-178.
[18]毛祖法,陆德彪.浙江茶叶产业化经营发展现状与展望[J].茶叶,2004,30(1):5-8.
[19]何景伟.浅谈我国茶叶生产和出口中存在的问题及对策[J].中国茶叶加工,2003,(3):19-20.
[20]张文开.山区土地资源利用的内涵挖潜与开发整理——以闽清县为例[J].福建地理,1999,14(12):24-28.
[21]郭丽英,胡业翠.东南沿海山地城市土地资源综合开发模式探讨——以温州乐清市为例[J].山地学报,2005,23(1):121-125.
[22]陈金华,曾从盛.安溪山地资源开发利用[J].福建地理,1999,14(2):34-38.
[23]冯廷全,潘发斌.泉州市茶叶产业发展情况的调查[J].福建茶叶,2003,(2):5-6.
[24]翁建业.安溪铁观音的发展思路[J].中国茶叶加工,2004,(3):13-14.
[25]杨文俪.安溪茶业如何保持快速健康平稳发展[J].中国茶叶加工,2005,(1):4-5.
[26]苏兴茂,陈加勇.发展精制加工业再造安溪茶业新辉煌[J].中国茶叶加工,2005,(1):6-7.
[27]潘弘图,康文杰,林卿.福建省生态农业发展现状与对策[J].中国生态农业学报,2006,14(2):207-209.
[28]高水练,林郑和.新工艺增强安溪铁观音“音韵”的技术措施[J].茶叶科学技术,2004,(2):37-38.
[29]李晓玲.农产品品牌营销策略探析[J].农村经济,2004,(12):26-27.
[30]潘根生,马晓俐.茶叶品牌创新重在打造独立个性[J].中国茶叶加工,2004,(3):7-8.
[31]史习舜,周紫荆.乌龙茶预防食管癌的作用[J].福建茶叶,2004,(4):29-30.
[32]杨志博,松井阳吉.乌龙茶抗疲劳作用[J].福建茶叶,2000,(4):44-46.
[33]沈墨.提升产业发展水平 做大做强安溪茶产业[J].安溪铁观音(安溪茶叶协会会刊),2007,(1):21-23.
[34]黄毅.促进云南普洱茶产业持续健康发展对策的探讨[J].中国茶叶,2007,(3):4-5.
[35]王畅.红楼梦与茶文化[J].河北茶文化,2007,(3):33-35.
[36]赵敏,张江龙.世界地理标志大会在京举行“安溪铁观音”独领风骚[N].海峡消费报,2007-7-12(B4).
[37]张江龙.“安溪铁观音”登上国际论坛成为“全球地理标志保护研讨会”唯一中国代表[N].海峡消费报,2005-3-21(A20).
[38]赵郭峰.“安溪铁观音”:福建鸟龙茶的“一张王牌”[N].安溪乡讯,2007-6-21(6).