摘要:信阳的小毛尖尖也被誉为"绿茶之王"。本文以我国农业种植产业化发展理论、茶叶加工产业化发展理论、品牌战略规划理论和SWOT-CLPV文化理论等为基础,通过长期走访和实地调查,借鉴国内外相关研究成果,对信阳毛尖主产区的我国茶产业快速发展的基本情况问题进行详细和深入的研究分析。为了全面深入了解信阳毛尖茶叶产业化发展现状和它的发展外部环境,本文首先将2019年国内外的重大茶叶产业发展,并从中选取一些具有重要代表性的大叶产茶作为国家重点进行大叶茶产业化的发展模式分析,明确信阳毛尖茶产业的发展外部环境,再综合运用其对SWOT模型的理论分析以及原理应用来准确找出信阳山东毛尖地区茶叶发展产业化快速发展的四大优势(strengths)、机遇(opportunity)、劣势(weakness)和重大挑战(threats)。

关键词:信阳毛尖;产业化;SWOT分析;

ABSTRACT：Xinyang's Little Mao Jian is also known as the "King of Green Tea".Based on the theory of agricultural industrialization development in our country,tea processing industrialization theory,brand strategy planning theory and SWOTCLPV culture theory as the foundation,through long-term visit and field survey, draw lessons from the domestic and foreign related research results, xinyang maojian tea producing problem of the basic condition of the rapid development of tea industry in China in detail and in-depth research and analysis. Xingyang maojian tea industrialization in order to fully understanding the status quo and the development of its external environment,this paper will be the 2019 major tea industry development at home and abroad,and to choose some important representative of large leaf tea as a national key development model analysis of the industrialization of tea plant,clear xingyang maojian tea industry the development of the external environment, and the integrated use of the S The theoretical analysis and principle application of WoT model were used to accurately identify the four major strengths, opportunity, weakness and threats of rapid development of tea industrialization in Xinyang, Shandong Maojian area.

KEY WORDS: Xinyang Maojian tea; Industrialization; SWOT analysis;

 

目 录

一、绪论 1

（一）研究背景及意义 1

1.研究背景 1

2.研究意义 1

（二）研究内容和研究方法 1

1.研究内容 1

2.研究方法 1

（三）文献综述 2

1.国外关于茶产业的研究 2

2.国内关于茶产业的研究 2

3.研究评述 3

二、研究理论支撑 3

（一）农业产业化理论 3

（二）茶叶产业化理论 4

1.茶叶产业化的内涵 4

2.茶叶产业化的组织模式 4

3.品牌战略理论 5

三、国际和国内茶产业发展现状 5

（一）国际茶产业发展现计状 5

（二）国内茶产业发展现状 6

（三）龙潭公司茶产业基本情况 7

四、龙潭公司茶产业发展面临的挑战 8

（一）龙潭公司茶产业发展环境分析 8

1.龙潭公司茶业发展的内部条件 8

2.龙潭公司茶业发展的外部环境 9

五、龙潭公司茶产业发展的进阶之路 9

（一）龙潭公司茶叶产业化发展的战略选择 9

1.多元化战略分析 9

2.差异化战略选择 10

3.茶产业合作战略 10

4,茶产业链延伸战略 11

（二）龙潭公司茶叶产业化发展的路径 11

1.促进原有龙头企业扩张升级 11

2.提升茶叶加工技术，提高茶叶品质等级 12

六、结语 13

参考文献 14

致谢 16