安溪铁观音产业化发展现状 影响安溪铁观音产业化发展的主要因素

1 安溪铁观音产业化发展现状

安溪县被誉为“中国乌龙茶之乡”，其是铁观音的起源地，茶园占地面积非常大，每年的产量在6.5万吨左右，在国际出口贸易中，占据全国总量的五成，是当地非常稳定的支柱型产业，安溪县的整体经济情况、人民生活水平，很大程度上都取决于茶叶产业的发展形势。近些年在国家和政府的大力支持下，其产业化发展已经取得了比较好的成绩，现状可以总结为以下几点：一，得到了政策的大力支持，在2012年开始正式施行《福建省促进茶产业发展条例》，为安溪县铁观音产业化发展提供了机遇。同时，在安溪县内也开始推行“茶业富农”的相关政策，建立起了相对比较完善的交易平台，不仅扩大了生产和销售范围，同时也将安溪茶叶辐射到了各地。二，在生产情况上，农残超标的问题相对比较严重，并且市场鉴别体系相对不够完善，影响了茶产业的快速发展。三，在经营模式上，虽然开始朝着直营+加盟的方向转变，但是销售依然依赖于熟客介绍。但是，近些年在电子商务技术的引导下，网络营销成为了销售的主要方式之一，在整体茶叶销售中，起着至关重要的作用。

2 影响安溪铁观音产业化发展的主要因素

2.1 生产组织程度较低

当前，安溪地区的茶叶种植、生产一般延续了以往的一家一户分散经营形式，采用家庭作坊的方式进行生产，每户茶园面积较小，无法融入机械化的运作模式，严重影响了茶叶标准化生产和先进技术的推广和应用。在这种情况下，安溪铁观音难以形成良好的市场竞争优势，无法影响茶叶产业的整体发展进程。同时，这种生产方式也无法保障茶叶的卫生质量问题，严重影响了茶叶产业的产业化、现代化发展。

2.2 产量增长速度过快

茶叶的生产和销售能够为茶农带来可以支撑家庭日常支出的经济效益，因此也成为了一部分农户的脱贫致富途径。加上该产业近些年受到了当地政府的大力支持，针对产业种植、生产、销售，都有着非常大的政策优惠，开始有更多的人参与到种茶中，甚至开始开荒种茶。这种形势造成了茶叶生产总量出现了非常快速的增加，在茶园面积不断增加的同时，生态环境遭受到了比较严重的破坏，不仅严重影响了自然环境，也不利于生产出更加高质量的茶叶，严重影响了茶叶的产业化发展进程。

2.3 产业链条缺乏延伸

与武夷山等地区的茶叶产业情况不同，安溪地区的茶叶文化底蕴相对不够深，发展的时间比较短，茶文化旅游资源方面也相对比较匮乏，与其相关的各种旅游产品还需要不断的进行挖掘，当前暂时没有形成能够与本地茶叶生产相适应、具备一定影响力的产业延伸内容。在这种情况下，茶文化便无法吸引大量的人群参与到其中，在经济发展能力方面非常有限，严重影响了产业化链条的形成，阻碍了安溪铁观音的产业化发展。

3 应对安溪铁观音产业化发展问题的具体建议

3.1 构建对应标准体系

为了保证安溪铁观音产业能够真正朝着产业化方向不断的迈进，当前有必要构建出对应的产业化发展标准体系，对质量、程序等进行规范，确保能够有效提升茶叶质量，确保能够提出符合实际的产业化生产标准。首先，由于近些年安溪地区过度的开采茶叶、不断扩大茶叶种植面积，造成了植被破坏、水土流失等各种各样的问题。因此，地方政府需要积极的吸取经验，不断的创新生产技术，将绿色农业落实在行动中，利用财政拨款的形式，扶持更多的农民积极购进各种先进设备，有效取代传统的茶叶种植、生产方式。同时，可以引导农户使用生物粪便、植物残体制作有机肥料，积极的建设生态茶庄，将茶产业造成的空气污染、水质污染等危害降到最低。因此，为了保证铁观音能够获得更加广阔的发展空间，当地可以考虑生产其它茶叶类的产品，并且积极的参考立顿品牌，使产品能够更加亲民，不能将其局限在商务礼品方面，使其可以融入到人们的日常生活、办公等领域，保证茶叶生产的产业化进程能够加快。

3.2 推广相关旅游产品

为了保证安溪铁观音能够更加标准、规范、系统的生产，推动其附属产业的发展是非常重要的一个举措，这样不仅能够完善茶产业的产业链，同时也可以保证茶产业获得更好的经济效益，实现对茶产业链的有效延伸。首先，当前在安溪地区内部一些企业中，已经开始模仿一些国外葡萄酒庄园的实际管理和运行模式，积极的吸收国外优秀人才参与到茶产业管理中，并且积极的鼓励茶叶龙头企业在有能力的情况下将茶园改建为生态茶庄园，种植有机茶叶，使用太阳能杀虫灯等全新环保方式取代以往的农药杀虫方法。在这种生态种植理念下，可以吸引大批的游客到庄园中进行体验，为游客留下较好的印象，真正将安溪铁观音更好的推广出去。为了能够更加凸显茶庄园的吸引力，当前可以积极开展对应的茶叶制作、种植、收获体验活动，并且为游客提供学习泡茶的空间，更好的弘扬茶文化。同时，也可以设立对应的产品展览平台，辅助茶叶的宣传和销售。其次，当前在安溪县的清水岩电影文化主题公园已经体现出了非常好的吸引游客效果，不仅能够提升安溪县内各个景区的实际知名度，同时也可以在一定程度上使茶叶市场获得更多的消费。因此，当地政府可以多多支持这一类产业的建设，将其与茶叶文化紧密联系在一起，转变当地的经济发展形势，通过茶叶带动茶旅，在促使当地经济实现快速发展的基础上，保证茶叶的产业化生产脚步能够有效加快。

3.3 拓展茶叶销售平台

在信息技术、网络技术的快速发展背景下，当前电子商务平台已经非常完善，因此，想要保证茶叶的产业化发展进程能够有效加快，需要积极的结合社会发展形势，对茶叶的销售平台进行准确拓展。以此保证能够争取更多的销售渠道，确保茶叶产业化发展能够拥有强大的资金支持。首先，搭建适合的产品营销网络，充分考虑和利用好当前的电子商务平台，如天猫、京东等。同时，需要建立和完善当前茶叶销售的技术团队，组织专业素质较高、销售经验丰富的专业电商管理人员参与到网络平台销售中，负责产品的维护、包装、分类、更新、保管以及客户沟通等工作。只有这样才能够保证线上销售工作更加高效的开展，确保搭建出能够实现长期、稳定销售的相关平台。其次，需要梳理当前电子商务领域的实际发展情况，及时的汲取以往教训，进一步完善商务战略的同时，结合产品特点和行业特点，结合专业的团队，有效的拓展多种销售模式，策划出一条切实可行的电商道路。如可以邀请专业、知名度较高的淘宝主播，到茶园中开展直播销售活动，通过主播的影响力，保证更多的人能够了解安溪铁观音，产生消费的欲望。最后，需要实施品牌合作战略，解决当前茶叶交易市场中茶叶生产和销售企业过多、供货渠道混乱等问题。如天福茗茶就采用了产销一体化的方式，获得了较好的知名度，树立起了对应的品牌，茶叶企业可以积极的与这些品牌实施战略合作，扩大市场销售范围。或者可以根据当前的流行趋势，与一些品牌实施“联名”形式的合作，推广茶叶品牌，使其能够获得更多人的了解支持。

1 Anxi Tieguanyin Industrialization Development Status

Anxi County is known as the "Hometown of Oolong Tea in China". It is the origin of Tieguanyin. The tea garden covers a very large area. The annual output is about 65,000 tons. In international export trade, it accounts for 50% of the country's total. It is a very stable local pillar industry. The overall economic situation and people's living standards of Anxi County are largely determined by the development of the tea industry. In recent years, with the strong support of the state and the government, its industrialization development has achieved relatively good results. The status The Regulations on Promoting the Development of the Tea Industry provides an opportunity for the industrialization of Tieguanyin in Anxi County. At the same time, Anxi County has also begun to implement the relevant policies of "rich peasants in the tea industry", and established a relatively complete trading platform, which not only expanded the scope of production and sales, but also radiated Anxi tea to various places. Second, in terms of production conditions, the problem of excessive pesticide residues is relatively serious, and the market identification system is relatively imperfect, which has affected the rapid development of the tea industry. Third, in terms of business model, although it has begun to change towards the direction of direct sales + franchise, sales still rely on the introduction of regular customers. However, under the guidance of e-commerce technology in recent years, network marketing has become one of the main sales methods, and plays a vital role in the overall tea sales.

2 Main factors affecting the industrialization development of Anxi Tieguanyin

2.1 Low level of production organization

At present, tea planting and production in Anxi area generally continue the previous decentralized operation, one by one, using family workshops for production. The area of each tea garden is small and cannot be integrated into the mechanized operation mode, which seriously affects the standardized production and production of tea. Promotion and application of advanced technologies. Under such circumstances, it is difficult for Anxi Tieguanyin to form a good competitive advantage in the market, and it cannot affect the overall development process of the tea industry. At the same time, this production method cannot guarantee the hygienic quality of tea, which seriously affects the industrialization and modernization of the tea industry.

2.2 The production growth rate is too fast

The production and sale of tea can bring economic benefits to tea farmers that can support the daily expenses of the family, so it has also become a way for some farmers to get rid of poverty and become rich. In addition, the industry has received strong support from the local government in recent years. There are very large policy preferences for industrial planting, production and sales. More people have begun to participate in tea planting, and even began to open up wasteland to plant tea. This situation has caused a very rapid increase in the total amount of tea production. While the area of tea gardens has continued to increase, the ecological environment has suffered serious damage, which not only seriously affects the natural environment, but also is not conducive to the production of higher-quality tea. , which seriously affected the industrialization development process of tea.

2.3 Lack of extension of the industrial chain

Different from the situation of the tea industry in Wuyishan and other areas, the tea culture in Anxi area is not deep enough, the development time is relatively short, and the tea culture tourism resources are relatively lacking, and various tourism products related to it still need to be continuously explored. At present, there is no industry extension content that can adapt to local tea production and has a certain influence. In this case, tea culture cannot attract a large number of people to participate in it, and its economic development ability is very limited, which seriously affects the formation of the industrialization chain and hinders the industrialization of Anxi Tieguanyin.

3 Specific suggestions for dealing with the industrialization development of Anxi Tieguanyin

3.1 Build a corresponding standard system

In order to ensure that the Anxi Tieguanyin industry can truly move forward in the direction of industrialization, it is necessary to build a corresponding industrialization development standard system, standardize the quality and procedures, etc., to ensure that the quality of tea can be effectively improved, and that it can be proposed in line with the actual situation. industrial production standards. First of all, due to the excessive exploitation of tea in Anxi area in recent years and the continuous expansion of tea planting area, various problems such as vegetation destruction and soil erosion have been caused. Therefore, local governments need to actively learn from experience, continuously innovate production technologies, implement green agriculture into action, and use the form of financial allocation to support more farmers to actively purchase various advanced equipment, effectively replacing traditional tea planting, production methods. At the same time, farmers can be guided to use biological manure and plant residues to make organic fertilizers, actively build ecological tea houses, and minimize air pollution and water pollution caused by the tea industry. Therefore, in order to ensure that Tieguanyin can obtain a broader development space, the local area can consider producing other tea products, and actively refer to the Lipton brand, so that the products can be more friendly to the people, not limited to business gifts, so that it can be integrated into To people's daily life, office and other fields, to ensure that the industrialization process of tea production can be accelerated.

3.2 Promotion of related tourism products

In order to ensure that Anxi Tieguanyin can produce more standard, standardized and systematic production, it is a very important measure to promote the development of its subsidiary industries, which can not only improve the industrial chain of the tea industry, but also ensure that the tea industry can obtain better economic benefits , to achieve an effective extension of the tea industry chain. First of all, some enterprises in the Anxi area have begun to imitate the actual management and operation mode of some foreign wine estates, actively attract foreign talents to participate in the management of the tea industry, and actively encourage leading tea enterprises The tea garden was transformed into an ecological tea estate, organic tea was planted, and new environmental protection methods such as solar insecticidal lamps were used to replace the previous pesticide and insecticidal methods. Under this ecological planting concept, it can attract a large number of tourists to experience the manor, leave a good impression on tourists, and truly promote Anxi Tieguanyin better. In order to highlight the attractiveness of tea estates, we can actively carry out the corresponding tea making, planting and harvesting experience activities, and provide tourists with space to learn how to make tea, so as to better promote tea culture. At the same time, a corresponding product exhibition platform can also be set up to assist the promotion and sales of tea. Secondly, the current Qingshuiyan Movie Culture Theme Park in Anxi County has shown a very good effect of attracting tourists, which can not only enhance the actual popularity of various scenic spots in Anxi County, but also enable the tea market to gain more popularity to a certain extent. Consumption. Therefore, the local government can give more support to the construction of this type of industry, link it closely with tea culture, change the local economic development situation, drive tea tourism through tea, and on the basis of promoting the rapid development of the local economy, ensure that tea The pace of industrial production can be effectively accelerated.

3.3 Expand the tea sales platform

Under the background of the rapid development of information technology and network technology, the current e-commerce platform has been very perfect. Therefore, in order to ensure that the industrialization development process of tea can be effectively accelerated, it is necessary to actively combine the social development situation and accurately carry out the sales platform of tea. expand. This ensures that more sales channels can be obtained and that the development of tea industrialization can have strong financial support. First of all, build a suitable product marketing network, fully consider and make good use of the current e-commerce platforms, such as Tmall, Jingdong, etc. At the same time, it is necessary to establish and improve the current technical team of tea sales, organize professional e-commerce management personnel with high professional quality and rich sales experience to participate in the online platform sales, and be responsible for product maintenance, packaging, classification, update, storage and customer communication. wait for work. Only in this way can the online sales work be carried out more efficiently and a relevant platform that can achieve long-term and stable sales can be built. Secondly, it is necessary to sort out the actual development of the current e-commerce field, learn from the past lessons in a timely manner, and further improve the business strategy. At the same time, combine product characteristics and industry characteristics, combine with professional teams, effectively expand a variety of sales models, and plan a practical A viable path to e-commerce. For example, professional and well-known Taobao anchors can be invited to carry out live broadcast sales activities in tea gardens. Through the influence of anchors, more people can understand Anxi Tieguanyin and generate the desire to consume. Finally, it is necessary to implement a brand cooperation strategy to solve the problems of too many tea production and sales enterprises and chaotic supply channels in the current tea trading market. For example, Tianfu Tea has adopted the method of integrating production and sales, which has gained a good reputation and established corresponding brands. Tea companies can actively implement strategic cooperation with these brands to expand the scope of market sales. Or according to the current fashion trend, we can cooperate with some brands in the form of "co-branding" to promote the tea brand, so that it can get more people's understanding and support.