提高茶业市场竞争力的对策研究
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摘要
我国是茶的故乡，茶业的发展对于我国社会经济发展具有重要地位和作用。但茶叶作为我国一项传统的优势产业、主要的出口创汇农产品，现今却面临着市场竞争力不强的局面。在全球经济一体化和我国已为WTO成员的大背景下，我国茶业将进入一个全面的国际化竞争时代。因此，研究如何进一步提高我国茶业竞争力，提出有针对性、可操作性的政策建议，不仅有利于农民增收、农业增效，而且有助于指导茶业更好地面向国际市场，为政府制定合理的产业政策提供客观依据。
论文包括引言在内，共分为六章，以溧阳市为例，从技术、生态及经济等角度阐述茶业生产的现状及如何进一步提高茶业市场竞争力。引言部分，阐明了研究的目的与意义，分析了国内外相关研究的动态，介绍了论文的基本思路、研究方法与论文结构。第二章至第五章对溧阳市茶业作了系统研究。第二章为溧阳市茶叶生产与加工的成本与效益分析，探讨了不同生产规模的成本构成，分析了茶农和茶场的生产特点，比较了两者的成本与效益，在此基础上提出了降低成本、提高效益的建议；第三章介绍了发展无公害茶叶的必要性，探讨了溧阳市发展无公害茶业的优势与障碍，提出了以人为本发展无公害茶业的建议；第四章分析了茶叶生产者采用新技术的心理特点及其对新技术的满意度，提出了新技术适宜的推广方式；第五章调查了不同市场营销主体获取信息、销售产品的渠道，探讨了溧阳市茶叶营销中存在的问题，总结了世界主要茶叶生产国的经验，并提出溧阳市茶叶在市场营销上需加强努力的环节。最后一章对研究进行了总结，并从影响茶业市场竞争力的主要因素出发，对溧阳市进一步提高茶业市场竞争力提出了若干建议，主要包括：以科技集约型经营代替劳动集约型经营；加强无公害生产的宣传，解决茶叶生产者对无公害生产的认识、态度、意愿等问题；加快对专业技术人员的培养工作，建立健全茶业生产技术推广网络；加强茶产品营销及市场建设等。
China is the homeland of tea. The development of tea industry plays a significant role in Chinese social and economic development. But now, the tea industry, regarded as a traditional advantage industry and main foreign exchange earning agricultural product in our country, is facing with the poor market competitiveness situation. Under the great background of global integration of economy and our country's becoming one of the WTO members, tea industry of our country will enter an overall internationalized competition era. Therefore, studying of improving tea industry's competitiveness of our country further and then putting forward effective policy recommendations will not only help to increase income of peasants and improve agriculture efficiently, but also contribute to instructing tea industry to face with the international market better and offering objective basis for government to formulate rational industry policies.
The dissertation is composed of 6 chapters, taking Liyang County as an example, in terms of technology, ecology and economy analysis, in order to study main factors related to the improvement of tea industry's market competitiveness and give some suggestion for its further enhancement. In the preface, the purpose and significance of the study were clarified; the recent development of related research at home and abroad was synthesized; the basic idea, research methods and structure of the dissertation were expounded. Chapters from II to V were focused on factors analysis related to tea industry in Liyang County, In Chapter II, the cost and benefit in produce and process of tea were studied; elements of the cost on different production scale were probed into; production characteristics and cost-effective of the tea farmers and tea plantations were analyzed and compared, and then way to lower cost and increase benefit was proposed. In Chapter III, advantages and disadvantages of developing non-polluted tea ind
ustry in Liyang County
were probed into, and then, human-oriented idea in developing non-polluted tea industry was proposed. In Chapter IV, psychological characteristics and satisfaction degrees of different producers to new technologies were analyzed, and on this basis, some method to popularize new technologies was proposed. In Chapter V, the product marketing channels of different marketing bodies and problems of tea industry marketing in Liyang County were surveyed, and experiences of other main tea-planting countries were given and factors which should be enhanced were proposed. In the last chapter, summary of the study was made, and suggestion on further improvement of tea industry market competitiveness in Liyang County were put forward, including replacing labor intensive farming with science and technology intensive farming, strengthening the propaganda of non-polluted production and solve the following problems such as tea producers' understanding, attitude, will of non-polluted production, etc., accelerating training of
professional personnel, setting up and amplifying technology popularization network of tea industry, strengthening tea marketing and market construction.
论文包括引言在内，共分为六章，以溧阳市为例，从技术、生态及经济等角度阐述茶业生产的现状及如何进一步提高茶业市场竞争力。引言部分，阐明了研究的目的与意义，分析了国内外相关研究的动态，介绍了论文的基本思路、研究方法与论文结构。第二章至第五章对溧阳市茶业作了系统研究。第二章为溧阳市茶叶生产与加工的成本与效益分析，探讨了不同生产规模的成本构成，分析了茶农和茶场的生产特点，比较了两者的成本与效益，在此基础上提出了降低成本、提高效益的建议；第三章介绍了发展无公害茶叶的必要性，探讨了溧阳市发展无公害茶业的优势与障碍，提出了以人为本发展无公害茶业的建议；第四章分析了茶叶生产者采用新技术的心理特点及其对新技术的满意度，提出了新技术适宜的推广方式；第五章调查了不同市场营销主体获取信息、销售产品的渠道，探讨了溧阳市茶叶营销中存在的问题，总结了世界主要茶叶生产国的经验，并提出溧阳市茶叶在市场营销上需加强努力的环节。最后一章对研究进行了总结，并从影响茶业市场竞争力的主要因素出发，对溧阳市进一步提高茶业市场竞争力提出了若干建议，主要包括：以科技集约型经营代替劳动集约型经营；加强无公害生产的宣传，解决茶叶生产者对无公害生产的认识、态度、意愿等问题；加快对专业技术人员的培养工作，建立健全茶业生产技术推广网络；加强茶产品营销及市场建设等。
China is the homeland of tea. The development of tea industry plays a significant role in Chinese social and economic development. But now, the tea industry, regarded as a traditional advantage industry and main foreign exchange earning agricultural product in our country, is facing with the poor market competitiveness situation. Under the great background of global integration of economy and our country's becoming one of the WTO members, tea industry of our country will enter an overall internationalized competition era. Therefore, studying of improving tea industry's competitiveness of our country further and then putting forward effective policy recommendations will not only help to increase income of peasants and improve agriculture efficiently, but also contribute to instructing tea industry to face with the international market better and offering objective basis for government to formulate rational industry policies.
The dissertation is composed of 6 chapters, taking Liyang County as an example, in terms of technology, ecology and economy analysis, in order to study main factors related to the improvement of tea industry's market competitiveness and give some suggestion for its further enhancement. In the preface, the purpose and significance of the study were clarified; the recent development of related research at home and abroad was synthesized; the basic idea, research methods and structure of the dissertation were expounded. Chapters from II to V were focused on factors analysis related to tea industry in Liyang County, In Chapter II, the cost and benefit in produce and process of tea were studied; elements of the cost on different production scale were probed into; production characteristics and cost-effective of the tea farmers and tea plantations were analyzed and compared, and then way to lower cost and increase benefit was proposed. In Chapter III, advantages and disadvantages of developing non-polluted tea ind
ustry in Liyang County
were probed into, and then, human-oriented idea in developing non-polluted tea industry was proposed. In Chapter IV, psychological characteristics and satisfaction degrees of different producers to new technologies were analyzed, and on this basis, some method to popularize new technologies was proposed. In Chapter V, the product marketing channels of different marketing bodies and problems of tea industry marketing in Liyang County were surveyed, and experiences of other main tea-planting countries were given and factors which should be enhanced were proposed. In the last chapter, summary of the study was made, and suggestion on further improvement of tea industry market competitiveness in Liyang County were put forward, including replacing labor intensive farming with science and technology intensive farming, strengthening the propaganda of non-polluted production and solve the following problems such as tea producers' understanding, attitude, will of non-polluted production, etc., accelerating training of
professional personnel, setting up and amplifying technology popularization network of tea industry, strengthening tea marketing and market construction.
引文
[1] 刘年艳．我国茶产业现状分析(http://www. teanet.com.cn/teaweekly/teaweekly 03 57bl. htm)
[2] 中国茶业发展报告(http://tea.zjol.com.cn/system/2003/O6/O6/OOOOO1622, shtml)
[3] 我国茶叶的安全质量现状(http://218.94.92.20/nyxx/xxck107.htm)
[4] http://apps.fao.org/lim500/nphwrap.pl?Production.Crops.Primary&Domain=SUA&Language=chinese&servlet=1
[5] 饮绿茶防癌新说(http://xernet.xj.cninfo.net/life/tea/tea7.htm)
[6] 中国绿茶商机诱人(http://www.aweb.com.cn/2003/9/30/200393081104.htm)
[7] 资料信息(http://www.teanet.com.cn/daogou10zlshixi.htm)
[8] 市场凸现出诱人的商机—茶饮料市场 谁主沉浮(http://www.wuhantea.com/news.asp?xiangxi=66)
[9] 国内外茶叶产销概况及湖北茶叶发展思路(http://www.hbagri.gov.cn/bbs/ReadNewsl.asp?NewsID=1733)
[10] 中国茶业发展规律研究报告(2)(http://www.teanet.com.cn/text003.htm)
[11] 中国茶出口遭遇“绿色壁垒”(http://www.cnmde.com/economy/trade/food/tea/tea_016.htm)
[12] 茶殇：中国茶产业忧思录(http://www.cbiq.com/news/newshtml/zixun/20031213170411.htm)
[13] “品牌”中国茶走向世界的新渡船(http://www.teanet.com.cn/teaweekly/teaweekly_03_5662.htm)
[14] 浙江茶产业被逼进“虫子时代”(http://page.china.alibaba.com/ali/news/detail/2/5227871.html)
[15] 立顿茶搅浑中国茶市 高端出手确立其垄断地位(http://fiaance.tom.com/1001/1007/2003819-18830.html)
[16] 三大障碍制约“中国茶”(http://www.cnsp.org.cn/zjlt/zjlt0069.htm)
[17] 今年茶叶市场难逃价格低谷(http://www.teaonline.com.cn/news/6.htm)
[18] 叶阳．关于我国茶叶质量安全控制及HACCP对策[J]．中国茶叶，2003，(6)：8-10．
[19] 发展名特茶产业 走优质高效之路(http://www.jsagri.gov.cn/yytd/files/165380.asp)
[20] 溧刚茶业生产情况简介(http://www.js.xinhuanet.com/subjectl/liyang/content/003_5.htm)
[21] International Institute Management Development(IMD). The World Competitiveness Yearbook, 2000:48
[22] Michael E. Porter. The Competitive Advantage of Nations. London: The Macmillan Press Ltd., 1990:127
[23] 裴长洪，王镭．试论国际竞争力的理论概念与分析方法[J]．中国工业经济，2002，(4)：41—45．
[24] 朱希刚．提高农产品竞争力——新年献词[J]．农业经济问题，2002，(1)：2．
[25] 胡迎春，翟雪玲，江东坡．WTO与我国果蔬产品竞争优劣势及对策研究[J]．农村经济，2002，(4)：11-13．
[26] 姚於康，马康贫．农产品市场竞争力探讨[J]．中国农村经济，1999，(11)：43-46．
[27] 张琳．从农产品税率看中国农业产品竞争力[J]．农业经济问题，2003，(4)：18-22．
[28] 朱希刚．提高农产品国际竞争力学术研讨会综述[J]．农业经济问题，2002，(12)：6-11．
[29] 苏祝成．世界主要茶叶生产国市场运行组织模式比较及借鉴[J]．中国农村经济．2001，(8)：34-40．
[30] 张新民，张弩．调整茶业结构 建设茶叶强市[J]．茶叶，2000，(3)：123-125．
[31] 廖万有．未来茶叶产业结构的趋向与实现途径[J]．茶业通报，2002，(1)：4-6．
[32] 俞燎远，毛祖法．实施名牌战略，发展“一优两高”茶业[J]．茶叶，1998，(1)：10-12
[33] 刘贵芳．实施名牌战略，加速郴州茶叶产业化建设[J]．茶叶通讯，2002，(1)：29-31．
[34] 刘全卫．茶叶市场呼唤名牌[J]．茶业通报，2000，(2)：42-44．
[35] 裘孟荣．论提高茶叶的国际竞争力[J]．茶叶，2002，(1)：34．
[36] 黄福平，梁月荣，陈荣冰．论新世纪中国茶业发展之路[J]．福建茶叶，2002，(3)：36．
[37] 傅冬和．大力发展有机茶扩大茶叶出口[J]．茶叶通讯，2002，(1)：44-46．
[38] 郭勤，王登良，张大春．关于茶叶出口现状的思考[J]．福建茶叶，2002，(1)：36-37．
[39] 俞永明．无公害茶的栽培与加工[M]．北京：金盾出版社，2002．
[40] 许允文，朱跃进．有机茶开发技术指南[M]．北京：中国农业科技出版社，2001．
[41] 春季茶园管理要点．江苏农业网(http://www.jsagri.gov.cn/search/iadex.asp?clm=16),2002-09-25.
[42] 减轻夏季绿茶苦涩味有良法(http://www.jsagri.gov.cn/search/index.asp?clm=16),2002-09-25.
[43] 句容市茶业现状及其发展思路(http://www.jsagri.gov.cn/search/index.asp?clm=58),2002-11-15.
[44] 江苏茶叶生产步入良性循环．十亿网(http://www.tricaas.com/CYXX/index2.asp?newstype=teanews#),2003-01-23.
[45] 王更生．茶叶技术创新与提高市场竞争力的实践与思考[J]．茶业通报，2001，(3)：42-44．
[46] 徐毅．近200年我国茶叶出口竞争力演变之探析[J]．安徽大学学报，2003，(4)：104-107．
[47] 袁向群．提高中国茶竞争力的三大着力重点[J]．茶叶，2003，(1)：9-10．
[48] 郑如钦．优化结构 提高质量增强我省茶业竞争力[J]．广东茶业，2002，(5)：1-4．
[2] 中国茶业发展报告(http://tea.zjol.com.cn/system/2003/O6/O6/OOOOO1622, shtml)
[3] 我国茶叶的安全质量现状(http://218.94.92.20/nyxx/xxck107.htm)
[4] http://apps.fao.org/lim500/nphwrap.pl?Production.Crops.Primary&Domain=SUA&Language=chinese&servlet=1
[5] 饮绿茶防癌新说(http://xernet.xj.cninfo.net/life/tea/tea7.htm)
[6] 中国绿茶商机诱人(http://www.aweb.com.cn/2003/9/30/200393081104.htm)
[7] 资料信息(http://www.teanet.com.cn/daogou10zlshixi.htm)
[8] 市场凸现出诱人的商机—茶饮料市场 谁主沉浮(http://www.wuhantea.com/news.asp?xiangxi=66)
[9] 国内外茶叶产销概况及湖北茶叶发展思路(http://www.hbagri.gov.cn/bbs/ReadNewsl.asp?NewsID=1733)
[10] 中国茶业发展规律研究报告(2)(http://www.teanet.com.cn/text003.htm)
[11] 中国茶出口遭遇“绿色壁垒”(http://www.cnmde.com/economy/trade/food/tea/tea_016.htm)
[12] 茶殇：中国茶产业忧思录(http://www.cbiq.com/news/newshtml/zixun/20031213170411.htm)
[13] “品牌”中国茶走向世界的新渡船(http://www.teanet.com.cn/teaweekly/teaweekly_03_5662.htm)
[14] 浙江茶产业被逼进“虫子时代”(http://page.china.alibaba.com/ali/news/detail/2/5227871.html)
[15] 立顿茶搅浑中国茶市 高端出手确立其垄断地位(http://fiaance.tom.com/1001/1007/2003819-18830.html)
[16] 三大障碍制约“中国茶”(http://www.cnsp.org.cn/zjlt/zjlt0069.htm)
[17] 今年茶叶市场难逃价格低谷(http://www.teaonline.com.cn/news/6.htm)
[18] 叶阳．关于我国茶叶质量安全控制及HACCP对策[J]．中国茶叶，2003，(6)：8-10．
[19] 发展名特茶产业 走优质高效之路(http://www.jsagri.gov.cn/yytd/files/165380.asp)
[20] 溧刚茶业生产情况简介(http://www.js.xinhuanet.com/subjectl/liyang/content/003_5.htm)
[21] International Institute Management Development(IMD). The World Competitiveness Yearbook, 2000:48
[22] Michael E. Porter. The Competitive Advantage of Nations. London: The Macmillan Press Ltd., 1990:127
[23] 裴长洪，王镭．试论国际竞争力的理论概念与分析方法[J]．中国工业经济，2002，(4)：41—45．
[24] 朱希刚．提高农产品竞争力——新年献词[J]．农业经济问题，2002，(1)：2．
[25] 胡迎春，翟雪玲，江东坡．WTO与我国果蔬产品竞争优劣势及对策研究[J]．农村经济，2002，(4)：11-13．
[26] 姚於康，马康贫．农产品市场竞争力探讨[J]．中国农村经济，1999，(11)：43-46．
[27] 张琳．从农产品税率看中国农业产品竞争力[J]．农业经济问题，2003，(4)：18-22．
[28] 朱希刚．提高农产品国际竞争力学术研讨会综述[J]．农业经济问题，2002，(12)：6-11．
[29] 苏祝成．世界主要茶叶生产国市场运行组织模式比较及借鉴[J]．中国农村经济．2001，(8)：34-40．
[30] 张新民，张弩．调整茶业结构 建设茶叶强市[J]．茶叶，2000，(3)：123-125．
[31] 廖万有．未来茶叶产业结构的趋向与实现途径[J]．茶业通报，2002，(1)：4-6．
[32] 俞燎远，毛祖法．实施名牌战略，发展“一优两高”茶业[J]．茶叶，1998，(1)：10-12
[33] 刘贵芳．实施名牌战略，加速郴州茶叶产业化建设[J]．茶叶通讯，2002，(1)：29-31．
[34] 刘全卫．茶叶市场呼唤名牌[J]．茶业通报，2000，(2)：42-44．
[35] 裘孟荣．论提高茶叶的国际竞争力[J]．茶叶，2002，(1)：34．
[36] 黄福平，梁月荣，陈荣冰．论新世纪中国茶业发展之路[J]．福建茶叶，2002，(3)：36．
[37] 傅冬和．大力发展有机茶扩大茶叶出口[J]．茶叶通讯，2002，(1)：44-46．
[38] 郭勤，王登良，张大春．关于茶叶出口现状的思考[J]．福建茶叶，2002，(1)：36-37．
[39] 俞永明．无公害茶的栽培与加工[M]．北京：金盾出版社，2002．
[40] 许允文，朱跃进．有机茶开发技术指南[M]．北京：中国农业科技出版社，2001．
[41] 春季茶园管理要点．江苏农业网(http://www.jsagri.gov.cn/search/iadex.asp?clm=16),2002-09-25.
[42] 减轻夏季绿茶苦涩味有良法(http://www.jsagri.gov.cn/search/index.asp?clm=16),2002-09-25.
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