武夷山大红袍开拓日本市场的 SWOT 分析内 容 摘 要随着经济全球化的不断深化，世界市场不断完善，企业间竞争压力不断增大，传统的营销模式已经越来越难以适应当前经济的发展，茶叶产业内企业亦是如此，为开拓市场、提高企业效益，国家、企业、产业协会均需要采取一定的措施，以促进茶叶产业的发展。武夷山大红袍作为武夷山岩茶之首，在国外市场有较大的出口空间，尤其是在日本茶叶市场，出口量极大，但是在 2010 年日本颁布《食品安全法》之后，出口略有下降，故而本文将对武夷山大红袍开拓日本市场进行分析。文章首先概述了相关概念、理论以及国内外文献综述，为后文的研究奠定理论基础；其次对武夷山大红袍出口日本市场的现状进行分析，指出其市场规模情况及市场发展趋势；再次以 SWOT 分析法分析武夷山大红袍出口日本市场的优势、劣势、机遇以及挑战；最后针对分析，笔者从企业层面、政府层面以及茶叶协会层面提出武夷山大红袍出口日本市场的建议。希望本文的研究可以促进武夷山大红袍的出口，并为我国茶叶产业海外市场的开拓起到一定的借鉴作用。关键词：武夷山大红袍 日本 SWOTSWOT analysis of clovershrub development Japan in MarketAbstract With the deepening of economic globalization, the world market continues to improve, increasing competition between enterprises pressure, the traditional marketing model has become increasingly difficult to adapt to the current economic development, tea industry enterprises is the case, to open up the market, Enterprise efficiency, the state, enterprises, industry associations need to take certain measures to promote the development of tea industry. Wuyi Mountain Dahongpao as Wuyi Mountain rock tea in the foreign market has a larger export space, especially in the Japanese tea market, exports are great, but in 2010, Japan promulgated the "Food Safety Law", the export declined slightly, Therefore, this article will be Wuyishan Dahongpao to explore the Japanese market analysis. This paper first summarizes the related concepts, theories and literature review at hom...
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