Abstract:

Ninghua County is a tea producing key area in China and the tea industry is the characteristic industry of the county. At present, there are some problems in the development of tea industry in Ninghua, such as inadequate brand influence, weak enterprise competitiveness, unbalanced development of the whole industrial chain, and low degree of industrial integration. Based on the investigation of the basic situation of tea industry in Ninghua, this study used the SWOT analysis method to summarize the advantages of location, policy, ecology and cultural tourism resources of Ninghua County, analyzed the disadvantages in the development of the county’s tea industry. It is suggested that through building standardized tea gardens, improving the characteristic tea varieties, making five ‘forest health + red tourism (revolutionary sites) + Hakka culture’ tea culture tourism integration routes and strengthening Ninghua tea brand, the county could promote the transformation and upgrading of its tea industry.

Key words: Ninghua County, tea industry, SWOT analysis, standardized tea garden, intelligent tea garden, ‘Kong Keng Tea’, integration of tea culture and tourism