都匀毛尖茶产业营销策略分析——基于SWOT模型
Marketing Strategy Analysis of Duyun Mao Jian Tea Industry—Based on SWOT Model

中国作为茶树的起源地和原始分布中心，同时也是世界上最早进行茶叶种植与饮用的国家，孕育了众多类型的名茶。然而，大多数名茶目前呈现出“名声显赫但产业规模小”的发展态势，茶产业亟需突破现状，实现新的发展。文章以十大名茶之一都匀毛尖为研究对象，运用SWOT分析法分析其优势、劣势、机遇和威胁，提出了强化茶园管理，优化土地流转与质量保障；规范茶企监管，统一加工标准；加强品牌建设，提升市场竞争力等茶产业发展策略，以期为传统名茶的高质量发展提供借鉴与思路。
As the birthplace of tea and the cradle of tea culture, China has a lot of traditional historical tea. However, most of the famous teas present the development situation of “famous but small industry scale”, and the tea industry needs to break through the status quo and realize new development. The article takes Duyun Mao Jian, one of the ten famous teas, as the research object, analyzes its advantages, disadvantages, opportunities and threats by using SWOT analysis, and puts forward the development strategies of the tea industry such as strengthening the management of tea plantations, optimizing the land transfer and quality assurance; standardizing the supervision of tea enterprises and unifying the processing standards; strengthening the branding and enhancing the competitiveness of the market, with a view to providing reference and ideas for the high-quality development of the traditional famous teas.