试用“SWOT”法探讨我国茶叶国际市场竞争力及其对策

Studies on the Competitive Capacity and Tactics of Chinese Tea on the Overseas Market with SWOT Method

茶叶出口在我国茶叶经济中起龙头带动作用,茶叶无论在国内还是在国际市场都有着长远发展的产业价值。本课题在运用经济比较学原理同时,采用西方流行的分析模式 — — “SWOT”法,分析评价在 WTO条件下我国茶叶出口的优势、薄弱点、面临的机遇和威胁,明确我国茶叶在国际市场竞争中的地位和实力、提出我国宜发展具有竞争优势的绿茶及特种茶、实施绿色营销、内外销茶标准并轨且与国际标准接轨、统一出口茶叶标识。

Tea export plays a key role in Chinese tea economy. Tea has always the significance industrial value in both domestic and international markets. The export advantages and the weaknesses of Chinese tea, the opportunities and threats we are facing were analyzed by comparative principle on economy and SWOT method in this paper. The status and competitive capacity of Chinese tea in international tea markets was enunciated .The green tea and the special kinds of tea possessed competitive advantages must be developed in our country, the green marketing will be practiced, the criteria of domestic tea business will be in accordance with that of overseas ,moreover, the marketing of tea export must be unified.