乡村振兴背景下基于SWOT的黄山茶叶营销策略发展分析
Analysis of the Development of Marketing Strategies for Huangshan Tea Based on SWOT under the Background of Rural Revitalization

本研究基于国家乡村振兴的背景，以安徽省黄山市茶叶特色产业为研究对象，通过构建SWOT战略体系，对黄山茶叶的营销发展进行了分析。黄山茶业发展具备显著的地理区位优势、生态资源禀赋和技术创新基础，但同时面临着产业管理体系滞后、品牌矩阵建设薄弱及生产标准化程度不足等现实问题。在数字经济赋能和消费升级的双重机遇下，仍需应对病虫害侵袭风险及国内外市场竞争加剧的挑战。基于分析研究，提出构建“优势主导–机遇转化”协同发展战略，通过技术创新深化地理标志保护，实施品牌化发展的举措，同时建立全产业链标准化体系，以特色产业高质量发展助力黄山茶叶种植地区的乡村振兴。
Based on the background of national rural revitalization, this study takes the tea specialty industry in Huangshan City, Anhui Province as the research object and analyzes the marketing development of Huangshan tea by constructing a SWOT strategic system. The development of the tea industry in Huangshan enjoys significant geographical location advantages, ecological resource endowments and technological innovation foundations. However, it also faces practical problems such as lagging industrial management systems, weak brand matrix construction and insufficient standardization of production. Under the dual opportunities of digital economy empowerment and consumption upgrade, it still needs to deal with the risks of pest and disease invasion and the intensification of domestic and international market competition. Based on the analysis and research, a “dominant advantage-opportunity transformation” coordinated development strategy is proposed to deepen the protection of geographical indications through technological innovation, implement brand development measures, and establish a standardized system covering the entire industrial chain to promote high-quality development of characteristic industries and contribute to the rural revitalization of the tea-growing areas in Huangshan.