摘要:随着国际农产品市场的进一步开放以及国际茶叶市场日益激烈的竞争，中国茶叶出口贸易正面临着前所未有的机遇和挑战。为更好地推进中国茶叶贸易的发展，分析中国茶叶面临的瓶颈，提出相应的建议。本文采用FAO统计数据，利用SWOT分析法，结合测算中国茶叶国际市场占有率（MS）、贸易竞争力指数（NTB）、显示性比较优势指数（RCA）三个指数，进一步分析中国茶叶在国际市场上所具备的优势和劣势，以及所遇到的各种机遇与挑战，最后提出相对应的政策建议。 另外，中国茶叶有品类、无品牌现象严重，为此，本文以著名企业天福茗茶为例，从中探索品牌建设。
关键词 ：中国茶叶，国际竞争力，茶叶品牌
Abstract:With the further opening up of international markets for agricultural products, and increasingly fierce competition in the market of international tea, Chinese tea export trade is facing unprecedented opportunities and challenges. In order to better promote the development of the China tea trade, bottleneck analysis of tea in China, and make appropriate recommendations. FAO statistical data used in this article, by means of SWOT analysis, calculation of combined China International tea market share (MS), trade competitiveness index (TSC), index of revealed comparative advantage (RCA) three indices, further analysis of Chinese tea's strengths and weaknesses in the international market, as well as the opportunities and challenges faced, and concludes with policy recommendations that corresponds to the. Moreover, the Chinese tea has the category, the non-brand phenomenon is serious, for this, this article take the famous enterprise Tianfu Chain Tea Group Co., Ltd. as the example, explores the brand construction.
Key Words: Chinese tea; International competitive power; Tea brand
虽然我国茶叶出口历史悠久，但我茶叶出口企业拓展国际市场的综合实力与国际跨国公司相比存有较大差距。鉴于茶叶是健康饮品的概念越来越被世人接受以及我国茶叶多品类优势，相信随着政府扶持力度不断加大和企业经营实力继续增强，我国茶叶行业国际影响力将逐步提高，预计明年茶叶出口数量将有所增长。
中国茶业正迈向一个崭新的发展时期和更加广阔的发展空间，中国茶叶将越来越受到世界各地消费者的青睐。中国茶叶界将把更安全、更健康的优质茶产品奉献给世界各国消费者。
