毕业设计论文-杭州西湖龙井茶开发英国市场策略探究.doc

trade and soon become the popular out port agricultural product in the world. The paper chose West Lake Longjing tea develop the UK market that the important tea industrial city in Hang Zhou Province to have a research. Focus on tea market of supply and demand situation, analysis its strengths and weaknesses, opportunities and threats. Discuss the marketing, strategy to explore the tea business in the end. Although China as a tea exporting country has comparative advantages on the production, tea sales are at a disadvantage in the international market. So Chinese tea expansion should analysis the UK tea market characteristics carefully, and change traditional marketing strategy to modern marketing strategy. That will make the Chinese tea more and more particular in the world, and improve the international competitiveness continuously. In this paper, the innovations lies in the tea business as a research object, grasp the full scope of a regional industrial, development level and the reality of the situation, the relevant strategies to enhance the capacity of the tea business management development of regional tea. Key Words：West Lake Longjing tea, Green tea, United Kingdom market, SWOT analysis, Marketing strategy 引 言 中国是茶叶源产地和第一生产、消费大国，目前我国茶叶市场整体需求趋于饱和，消费增长速度低于茶叶生产能力的扩张速度，呈现供大于求的市场特征一流品质，二流包装，三流价格中国早在3000年前中国就开始栽茶、制茶茶叶种类，其中全国18个省(区)都生产绿茶年产40万吨左右摩洛哥阿尔及利亚俄罗斯日本美国27国） 11360 3245 3686 资料来源：根据《中国投资咨询网2009年1-10月我国茶叶出口分析前10个月我绿茶出口到108个国家和地区，出口数量约19.37万吨，出口金额4.39亿美元，均价2265美元/吨位居我国十大名茶之首。因“龙泓井”圣水而得名。有生津止渴，提神益思，消食化腻，消炎解毒之功效。清代被指定为皇室贡品，新中国成立之后列为国家礼品茶英国市场现状分析英国对茶叶的情况英国是一个历史悠久的茶叶消费大国爱茶闻名。英国，茶叶消费完全靠进口直到20世纪90年代初的300多年间，英国一直是世界最大茶叶进口国，至今仍然是几个屈指可数的茶叶消费大国之一。英国茶叶进口来源几乎遍及所有的茶叶生产国，但主要是肯尼亚、印度、斯里兰卡、马拉维、印度尼西亚。 图1 2007年英国茶叶市场各国进口额图 资料来源：根据《中国茶叶行业分析报告》（2007年）整理所得 在英国，茶在全国饮料消费中占70%堪称“国饮”每年进口茶叶约20余万吨，占世界茶叶贸易总量的1/4年人均消费量达3千克进口茶叶中99%是红茶，其余是绿茶、花茶、乌龙茶等。英国人的饮茶清早刚一睁眼，即靠在床头享受一杯“床前茶”；早餐时再来一杯“早餐茶”；上午公务再繁忙，也“休息茶”；下午法定时刻；回家后晚餐前再来一次“正式茶点”；就寝前还少不了“告别茶”。英国人每天一丝不苟地重复着“茶来茶去”的