本文選題：福鼎 + 白茶��； 參考：《福建農(nóng)林大學(xué)》2016年碩士論文

【摘要】：福鼎作為福建省乃至全國最重要的白茶生產(chǎn)基地和出口來源地,其種植歷史由來已久,福鼎白茶產(chǎn)品出口貿(mào)易也一直處于國內(nèi)領(lǐng)先地位,具有強(qiáng)勁的發(fā)展勢頭。據(jù)統(tǒng)計,截至2016年福鼎全市現(xiàn)有茶園面積21.5萬畝,年可采面積達(dá)18.5萬畝。2015年茶葉總產(chǎn)量達(dá)2.09萬噸,其中白茶產(chǎn)量1.04萬噸,毛茶產(chǎn)值11億元,涉茶總產(chǎn)值29億元,涉茶人口40多萬人,茶農(nóng)人均茶葉收入約3600元。2015年全市茶業(yè)企業(yè)總稅收1814.1647萬元,其中稅收100萬元以上有6家,稅收10-100萬元有13家。茶葉稅收占全市GDP比重達(dá)萬分之六,茶葉稅收占全市公共財政總收入千分之七。然而,福鼎白茶出口貿(mào)易量雖較多,但對外銷售的白茶產(chǎn)品以低、中檔為主,且通過茶葉營銷協(xié)會等中介,銷售價格相對較低。福鼎白茶企業(yè)在發(fā)展的過程同樣也面臨著一些亟待解決的問題和不足,諸如加工小企業(yè)多,上規(guī)模企業(yè)少,許多加工企業(yè)的標(biāo)準(zhǔn)化、清潔化程度有待提高等；白茶品牌不強(qiáng)、宣傳力度不夠、其他品牌沖擊等問題嚴(yán)重。本研究首先對福鼎地區(qū)白茶品牌發(fā)展的現(xiàn)狀進(jìn)行分析,指出雖然福鼎白茶具有地理環(huán)境、政府支持力度大、種植歷史悠久、農(nóng)村電子商務(wù)帶動和茶葉綠色消費時尚等優(yōu)勢和機(jī)遇,但是也存在著銷售量不足、缺乏標(biāo)準(zhǔn)化生產(chǎn)、綠色貿(mào)易壁壘提高等劣勢和威脅。其次,采用SWOT分析法對影響福鼎白茶品牌發(fā)展的內(nèi)外部環(huán)境進(jìn)行了剖析,并設(shè)計調(diào)查問卷。然后,根據(jù)回收的有效問卷計算福鼎白茶品牌發(fā)展戰(zhàn)略SWOT的四個維度的構(gòu)成要素的強(qiáng)度,并根據(jù)所計算出的四個維度的總強(qiáng)度系數(shù),構(gòu)建出福鼎白茶品牌發(fā)展戰(zhàn)略的中心點,其中還結(jié)合了對福鼎地區(qū)比較典型的三家白茶企業(yè)的品牌發(fā)展模式和經(jīng)驗進(jìn)行了總結(jié)和分析。最后,根據(jù)實證分析結(jié)果,從品牌建設(shè)與提升、生態(tài)茶園建設(shè)與產(chǎn)品品質(zhì)提升、茶文化建設(shè)與推廣、市場轉(zhuǎn)型與升級以及技術(shù)創(chuàng)新和質(zhì)量監(jiān)控五個方面,提出了福鼎白茶品牌發(fā)展應(yīng)當(dāng)采取的戰(zhàn)略定位為WO型調(diào)整型戰(zhàn)略,也就說要抓住新的市場機(jī)遇減緩劣勢的沖擊,克服白茶品牌自身發(fā)展存在的一些劣勢和不足。
[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.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F326.12

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