| 摘要: |
| 茶产业具有典型的区域性特征。四川省雅安市是全国十大名茶产区之一，茶产业已成为其区域农 村经济发展和强市富民的重要支柱产业。在取得可喜成就的同时，雅安茶产业也遭遇一些发展中的难题。 与先进区域的茶产业相比，雅安茶产业的发展还远未达到应有的高度。通过实地调查和文献研究，应用 SWOT分析法，对雅安茶产业的优势、劣势、机会和威胁进行研判，并遵循“扬长避短、趋利避害”的原 则，提出针对性营销策略。 |
| 关键词: 区域 茶产业 SWOT分析 营销策略 雅安市 |
| DOI：10.7621/cjarrp.1005-9121.20130214 |
| 分类号: |
| 基金项目:基金项目:该文为四川省哲学社会科学“十一五”规划2009年度课题“后金融危机下西部中小企业面临的困境与走出困境的对策——— 以四川雅安为例”（SC09D001）的研究成果 |
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| SWOT ANALYSIS AND MARKETING STRATEGY RESEARCH OF REGIONAL TEA INDUSTRY———BASED ON THE INVESTIGATION OF CASES IN YAAN，SICHUAN |
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Yang xiaogang
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Chengdu Normal University， Sichuan Chengdu 611130
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| Abstract: |
| Tea industry has typical regional characteresticscharacteristics. Yaan is one of the top ten famous tea producing area， where the tea industry has become the mainstay of the rural economic development， and has greatly enriched the people and the city. Despite of the great achievements being made， Yaan tea industry has encountered some problems in the course of development. Compared with the advanced area of the tea industry， development of the tea industry in Yaan also fell far short of height. Through field investigation and literature research，This paper has adopted the SWOT analysis to study the strengths， weakness， opportunities and threats of Yaan tea industry， and proposed the targeted marketing strategies by following the principle of fostering strengths and and avoiding weaknesses. |
| Key words: Region Tea industry SWOT analysis Marketing strategy Yaan city |
