汉中茶产业集约化经营SWOT分析及战略研究

SWOT Analysis and Strategies Study of the Intensive Management of Hanzhong Tea Industries

运用SWOT分析方法,对汉中茶叶产业发展的内部环境和外部环境进行分析,汉中茶叶产业发展面临的主要问题是生产组织化结构低,茶叶生产加工技术落后、品牌繁多无竞争力;发展的优势是产品绿色优势、文化优势和科技优势。提出汉中茶叶产业集约化发展的战略组合:绿色多元化战略,以"绿色"来增强市场竞争力,并实现茶叶产品的多元化;区域差异化战略,充分利用汉中的资源及文化优势,形成错位发展;产业集群战略,对现有资源进行优化配置,提高组织化程度,发展汉中茶叶产业集群;绿色品牌战略,明确"绿色、健康"的品牌核心价值,统一汉中茶叶品牌,同时加大汉中茶叶宣传力度,树立汉中茶叶"绿色、健康"的品牌形象。

Using the SWOT analysis matrix, analysed the internal environments and the external environments of the development of tea industries in Hanzhong, the main problems faced is the production organization structure low, tea production and processing technology backwardness, the brand no competitive power; The development superiority is product green superiority, cultural superiority and technical superiority. Proposed the strategic combination of tea industries intensification development in Hanzhong, the green multiplication strategy, strengthens the market competitiveness by ＂the green＂, and realizes the tea product multiplication; the region variation strategy, uses Hanzhong＇ s resources and brand image of＂the green, the health＂ of Hanzhong tea.