中国茶产业链纵向整合研究
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摘要
作为世界上主要的产茶国之一,我国的茶产业近年来发展迅速,2009年中国茶叶产量135万吨,茶园面积186.7万公顷,出口30.3万吨,出口金额7.05亿美元,茶叶总产值413.6亿元,各项指标均位居世界前列。中国是世界上茶叶产量和茶园面积最多的国家,中国的绿茶和乌龙茶等特色茶类在国际市场上占有重要地位。
随着茶产业的快速发展,茶叶的国内外市场需求发生显著变化。首先是随着人们生活水平的不断提高,茶叶市场的消费需求有所变化,在茶叶需求量稳步增长的情况下,大宗茶(普通茶)的消费需求增长缓慢,品牌茶叶、名优茶的需求快速增加；其次由于茶叶品质卫生问题多次出现,消费者对茶叶卫生品质高度关注,很多消费者转向选择品质更优的有机茶、无公害茶；第三,国际市场上对中国茶叶的需求也有所改变,由散装茶向包装茶转变,散装茶出口受到越来越多技术壁垒的影响。但从茶叶的供给来看,有机茶、品牌茶叶等优质茶叶的产量明显不足,品牌茶叶仍处于建设初期。由此可见,我国的茶叶供给与需求存在着结构性失衡的问题,即优质茶叶的有效供给和潜在需求之间存在较大缺口。如何应对国内外茶叶市场的快速变化,以充分提供符合国内外消费者需求的优质茶叶,成为我国茶产业急需解决的问题之一。而从实践层面,不断出现的茶叶企业对产业链上下游的纵向整合,成为我国茶产业发展的一种重要趋势,本文就是基于在相关文献分析的基础上,从理论层面对茶产业中出现的这一新趋势展开研究。
由于我国茶产业区域发展水平的差异、茶叶的消费结构层次化、茶叶企业纵向整合利益连接机制不完善和茶产业链各环节进入门槛较低,目前我国茶产业中还存在多种类型的茶产业链,且将在一定的时间和空间内并存。但是从发展趋势和满足消费者需求的层面来看,以茶叶企业为核心的茶产业链是未来茶产业发展的主要方向。茶叶企业对产业链上游的纵向整合主要是为了获取优质的鲜叶原料,具体的形式包括完全纵向整合(收购茶园)和不完全纵向整合(鲜叶合同交易),对下游的纵向整合则是为了获得更大的经济收益,主要的形式是开设茶叶专卖店的完全纵向整合。
通过结构方程的实证分析,茶叶企业纵向整合绩效取决于多个因素。(1)纵向整合方向对茶叶企业纵向整合绩效的直接影响和总影响最大,在不同方向上展开的纵向整合都会直接影响到茶叶企业整合后的绩效；(2)整合能力对茶叶企业纵向整合绩效的间接影响最大,茶叶企业的整合能力越强,整合后的绩效就越好。茶叶企业的整合能力,不仅直接影响最终的整合绩效,还会通过整合方向间接的影响整合绩效；(3)企业的整合资源和能力都对整合方向有较大的影响。茶叶企业的人力资源、企业家才能、信息、技术和资本越多,合理利用这些资源的能力越强,茶叶企业就更加倾向于在产业链上下游同时整合,进而获得较好的绩效。
由于茶叶企业对产业链上游的纵向整合,必然改变与上游生产主体茶叶种植者的关系,而这又可能会改变茶叶种植者生产的外界约束条件,进而影响茶叶种植者的生产方式。本文利用调研数据进行分析,结果显示,参与纵向整合能够显著的改变茶叶种植者的茶园种植方式,由常规茶园种植向生态茶园种植转变,进而鲜叶的品质能够得到明显提升。主要的原因在于茶叶种植者建立生态茶园受技术和资金缺乏的制约,而茶叶企业对上游的纵向整合,能够一定程度上改善茶叶种植者的技术和资金条件,进而推动其建立生态茶园。利用主成份分析方法,本文进一步将影响茶叶种植者参与茶叶企业纵向整合的因素归结为价格因素、扶持因素和信任因素,采用logit分析的结论显示,价格因素中的更高的鲜叶销售价、付款及时有保障、鲜叶销售费用低都对茶叶种植者参与纵向整合有显著的正向推动作用,扶持因素中的技术和金融扶持有助于茶叶种植者参与纵向整合,但信息获取对于茶叶种植者参与纵向整合没有影响,信任因素中的买方信誉是茶叶种植者参与纵向整合的重要因素,而建立长期关系则没有显著影响。在茶叶种植者的个体及家庭特征变量中,受教育年限、年龄和家庭劳动力都成为制约茶叶种植者参与纵向整合的因素,而家庭生产规模越大的茶叶种植者更加倾向于参与纵向整合。
基于以上的研究内容,本文提出如下的研究对策,通过政策扶持茶产业链的纵向整合,以满足国内外消费者茶叶需求为目标,加快提高茶叶企业纵向的整合能力,以提升茶叶企业纵向整合的绩效,引导茶叶种植户参与茶叶企业纵向整合,推动茶农生产经营方式的转变。
As one of the major tea-producing countries, China's tea industry has developed rapidly in recent years. In2009, the tea production is1.35million tons, the tea plantation area is1.867million hectares, the export volume is30.3million tons, the export value is$705million, the tea output value is41.36billion yuan, and these indicators are among the highest in the world. China has the largest tea production and tea garden area in the world, the characteristics of tea such as green tea and oolong tea in China occupies an important position in the international market.
With the rapid development of tea industry, the domestic and international market of tea has also undergone significant changes. Firstly, with the continuous improvement of people's living standards, consumption demand of the tea market changes. And with the steady growth of demand quantity of tea, there is a slow growth in the demand of bulk tea (ordinary tea), and a rapid increase in the demand of brand tea and famous tea. Secondly, given that the quality and health problem of tea occurs repeatedly, consumers highly concern about the quality and health of tea, as a result, many consumers turn to choose a better quality of organic tea, pollution-free tea. Thirdly, demand for Chinese tea in the international market has also been changed from bulk tea to packaged tea, bulk tea exports having been affected by more and more technical barriers. However, from the perspective of supply in the tea market, the production of high-quality tea such as branded tea, organic tea, etc. is obviously inadequately, the brand tea is still in the early construction. Thus, there is a problem of structural imbalance in the supply and demand of China's tea, that is, there is a big gap between the effective supply and potential demand for high-quality tea. How to deal with the rapid changes in domestic and international market of tea, in order to fully supply high-quality tea to meet consumer demand at home and abroad, has become one of the urgent problems of China's tea industry. From the practical level, the tea companies emerging vertically integrate the upstream and downstream of industry chain, which has become an important trend in the development of China's tea industry,
Due to differences in the levels of regional development of China's tea industry, hierarchy of tea consumption structure, imperfection of vertical integration of the interests of the connection mechanism and lower barriers to enter tea industry chain, there are various forms of the tea industry chain in China's tea industry which will co-exist within a certain time and space. But from the perspective of development trends and the demand of consumer, tea industry chain with a core of tea enterprises is the main direction of development of tea industry of today and tomorrow. The vertical integration of the upstream industry chain is to obtain high-quality fresh leaves raw materials, the specific form of which includes full vertical integration(acquisition of tea gardens) and incomplete vertical integration(fresh leaf contract transactions), and the vertical integration of the downstream industry chain is to obtain greater economic benefits, the main form of which is full vertical integration to open a tea store.
Through empirical analysis of structural equation, we can conclude that the performance of vertical integration of tea companies depends on several factors.(1) Vertical integration dimension has the greatest direct impact on the performance of vertical integration of tea enterprises. Expanded vertical integration in different dimensions will directly affect the performance of the integration of tea enterprises.(2) The ability to integrate has the greatest impact on the performance of vertical integration of tea companies, and the stronger the ability is,the better the performance will be. The ability to integrate not only directly affects the final integrated performance, but also indirectly affects the integrated performance through integration dimension.(3)Integration resources and capabilities of the enterprises have a greater impact on the integration dimension. With more human resources, entrepreneurial talent, information, technology, capital and more rational utilization of these resources, tea companies will be more inclined to integrate in the upstream and downstream of industry chain and thus to obtain better performance.
The vertical integration of the tea industry chain will inevitably change the relationship between tea companies and production organization----farmers, which may in turn change the external constraints of the production, thereby affecting the mode of production of tea growers. Through the analysis of survey data, this article shows that involvement in vertical integration can significantly change the tea cultivation methods, which changes from conventional tea garden planting to the ecological tea garden planting, and thus the quality of the fresh leaves can be improved significantly. The main reason of which is that farmers are subjected to the constraints of technology and funds. The vertical integration of upstream can improve the technical and financial conditions of the farmers to some extent, thus promoting the establishment of ecological tea garden. Through principal component analysis method, this paper attributes the factors that affect the farmers to participate in the vertical integration to price factor, support and trust factors. Using logistic regression method, this article concludes:In the price factor, the higher selling price of fresh leaves, the timely and secure payment, and the low-cost sales of fresh leaves have a significant positive role in promoting farmers to involve in vertical integration. In the support factor, technical and financial support helps farmers participate in the vertical integration, however, access to information has no effect on the involvement in vertical integration for farmers. In trust factor, buyer reputation is vital for farmers to participate in the vertical integration, but long-term relationship has no significant effect. Among the characteristic variable of individual and family of the farmers, years of education, age and family labor are factors restricting the farmers to involve in vertical integration, and the greater the home production scale, farmers are more inclined to participate in the vertical integration.
Based on the above research, this paper proposes the following measures:to meet the needs of domestic and foreign consumers of tea, to speed up the vertical integration of tea industry chain and accelerate improvements in the integration capacity of the tea companies in order to enhance the performance of vertical integration of the tea industry, to guide the farmers to participate in the vertical integration, and to promote the changes of the production and management.
随着茶产业的快速发展,茶叶的国内外市场需求发生显著变化。首先是随着人们生活水平的不断提高,茶叶市场的消费需求有所变化,在茶叶需求量稳步增长的情况下,大宗茶(普通茶)的消费需求增长缓慢,品牌茶叶、名优茶的需求快速增加；其次由于茶叶品质卫生问题多次出现,消费者对茶叶卫生品质高度关注,很多消费者转向选择品质更优的有机茶、无公害茶；第三,国际市场上对中国茶叶的需求也有所改变,由散装茶向包装茶转变,散装茶出口受到越来越多技术壁垒的影响。但从茶叶的供给来看,有机茶、品牌茶叶等优质茶叶的产量明显不足,品牌茶叶仍处于建设初期。由此可见,我国的茶叶供给与需求存在着结构性失衡的问题,即优质茶叶的有效供给和潜在需求之间存在较大缺口。如何应对国内外茶叶市场的快速变化,以充分提供符合国内外消费者需求的优质茶叶,成为我国茶产业急需解决的问题之一。而从实践层面,不断出现的茶叶企业对产业链上下游的纵向整合,成为我国茶产业发展的一种重要趋势,本文就是基于在相关文献分析的基础上,从理论层面对茶产业中出现的这一新趋势展开研究。
由于我国茶产业区域发展水平的差异、茶叶的消费结构层次化、茶叶企业纵向整合利益连接机制不完善和茶产业链各环节进入门槛较低,目前我国茶产业中还存在多种类型的茶产业链,且将在一定的时间和空间内并存。但是从发展趋势和满足消费者需求的层面来看,以茶叶企业为核心的茶产业链是未来茶产业发展的主要方向。茶叶企业对产业链上游的纵向整合主要是为了获取优质的鲜叶原料,具体的形式包括完全纵向整合(收购茶园)和不完全纵向整合(鲜叶合同交易),对下游的纵向整合则是为了获得更大的经济收益,主要的形式是开设茶叶专卖店的完全纵向整合。
通过结构方程的实证分析,茶叶企业纵向整合绩效取决于多个因素。(1)纵向整合方向对茶叶企业纵向整合绩效的直接影响和总影响最大,在不同方向上展开的纵向整合都会直接影响到茶叶企业整合后的绩效；(2)整合能力对茶叶企业纵向整合绩效的间接影响最大,茶叶企业的整合能力越强,整合后的绩效就越好。茶叶企业的整合能力,不仅直接影响最终的整合绩效,还会通过整合方向间接的影响整合绩效；(3)企业的整合资源和能力都对整合方向有较大的影响。茶叶企业的人力资源、企业家才能、信息、技术和资本越多,合理利用这些资源的能力越强,茶叶企业就更加倾向于在产业链上下游同时整合,进而获得较好的绩效。
由于茶叶企业对产业链上游的纵向整合,必然改变与上游生产主体茶叶种植者的关系,而这又可能会改变茶叶种植者生产的外界约束条件,进而影响茶叶种植者的生产方式。本文利用调研数据进行分析,结果显示,参与纵向整合能够显著的改变茶叶种植者的茶园种植方式,由常规茶园种植向生态茶园种植转变,进而鲜叶的品质能够得到明显提升。主要的原因在于茶叶种植者建立生态茶园受技术和资金缺乏的制约,而茶叶企业对上游的纵向整合,能够一定程度上改善茶叶种植者的技术和资金条件,进而推动其建立生态茶园。利用主成份分析方法,本文进一步将影响茶叶种植者参与茶叶企业纵向整合的因素归结为价格因素、扶持因素和信任因素,采用logit分析的结论显示,价格因素中的更高的鲜叶销售价、付款及时有保障、鲜叶销售费用低都对茶叶种植者参与纵向整合有显著的正向推动作用,扶持因素中的技术和金融扶持有助于茶叶种植者参与纵向整合,但信息获取对于茶叶种植者参与纵向整合没有影响,信任因素中的买方信誉是茶叶种植者参与纵向整合的重要因素,而建立长期关系则没有显著影响。在茶叶种植者的个体及家庭特征变量中,受教育年限、年龄和家庭劳动力都成为制约茶叶种植者参与纵向整合的因素,而家庭生产规模越大的茶叶种植者更加倾向于参与纵向整合。
基于以上的研究内容,本文提出如下的研究对策,通过政策扶持茶产业链的纵向整合,以满足国内外消费者茶叶需求为目标,加快提高茶叶企业纵向的整合能力,以提升茶叶企业纵向整合的绩效,引导茶叶种植户参与茶叶企业纵向整合,推动茶农生产经营方式的转变。
As one of the major tea-producing countries, China's tea industry has developed rapidly in recent years. In2009, the tea production is1.35million tons, the tea plantation area is1.867million hectares, the export volume is30.3million tons, the export value is$705million, the tea output value is41.36billion yuan, and these indicators are among the highest in the world. China has the largest tea production and tea garden area in the world, the characteristics of tea such as green tea and oolong tea in China occupies an important position in the international market.
With the rapid development of tea industry, the domestic and international market of tea has also undergone significant changes. Firstly, with the continuous improvement of people's living standards, consumption demand of the tea market changes. And with the steady growth of demand quantity of tea, there is a slow growth in the demand of bulk tea (ordinary tea), and a rapid increase in the demand of brand tea and famous tea. Secondly, given that the quality and health problem of tea occurs repeatedly, consumers highly concern about the quality and health of tea, as a result, many consumers turn to choose a better quality of organic tea, pollution-free tea. Thirdly, demand for Chinese tea in the international market has also been changed from bulk tea to packaged tea, bulk tea exports having been affected by more and more technical barriers. However, from the perspective of supply in the tea market, the production of high-quality tea such as branded tea, organic tea, etc. is obviously inadequately, the brand tea is still in the early construction. Thus, there is a problem of structural imbalance in the supply and demand of China's tea, that is, there is a big gap between the effective supply and potential demand for high-quality tea. How to deal with the rapid changes in domestic and international market of tea, in order to fully supply high-quality tea to meet consumer demand at home and abroad, has become one of the urgent problems of China's tea industry. From the practical level, the tea companies emerging vertically integrate the upstream and downstream of industry chain, which has become an important trend in the development of China's tea industry,
Due to differences in the levels of regional development of China's tea industry, hierarchy of tea consumption structure, imperfection of vertical integration of the interests of the connection mechanism and lower barriers to enter tea industry chain, there are various forms of the tea industry chain in China's tea industry which will co-exist within a certain time and space. But from the perspective of development trends and the demand of consumer, tea industry chain with a core of tea enterprises is the main direction of development of tea industry of today and tomorrow. The vertical integration of the upstream industry chain is to obtain high-quality fresh leaves raw materials, the specific form of which includes full vertical integration(acquisition of tea gardens) and incomplete vertical integration(fresh leaf contract transactions), and the vertical integration of the downstream industry chain is to obtain greater economic benefits, the main form of which is full vertical integration to open a tea store.
Through empirical analysis of structural equation, we can conclude that the performance of vertical integration of tea companies depends on several factors.(1) Vertical integration dimension has the greatest direct impact on the performance of vertical integration of tea enterprises. Expanded vertical integration in different dimensions will directly affect the performance of the integration of tea enterprises.(2) The ability to integrate has the greatest impact on the performance of vertical integration of tea companies, and the stronger the ability is,the better the performance will be. The ability to integrate not only directly affects the final integrated performance, but also indirectly affects the integrated performance through integration dimension.(3)Integration resources and capabilities of the enterprises have a greater impact on the integration dimension. With more human resources, entrepreneurial talent, information, technology, capital and more rational utilization of these resources, tea companies will be more inclined to integrate in the upstream and downstream of industry chain and thus to obtain better performance.
The vertical integration of the tea industry chain will inevitably change the relationship between tea companies and production organization----farmers, which may in turn change the external constraints of the production, thereby affecting the mode of production of tea growers. Through the analysis of survey data, this article shows that involvement in vertical integration can significantly change the tea cultivation methods, which changes from conventional tea garden planting to the ecological tea garden planting, and thus the quality of the fresh leaves can be improved significantly. The main reason of which is that farmers are subjected to the constraints of technology and funds. The vertical integration of upstream can improve the technical and financial conditions of the farmers to some extent, thus promoting the establishment of ecological tea garden. Through principal component analysis method, this paper attributes the factors that affect the farmers to participate in the vertical integration to price factor, support and trust factors. Using logistic regression method, this article concludes:In the price factor, the higher selling price of fresh leaves, the timely and secure payment, and the low-cost sales of fresh leaves have a significant positive role in promoting farmers to involve in vertical integration. In the support factor, technical and financial support helps farmers participate in the vertical integration, however, access to information has no effect on the involvement in vertical integration for farmers. In trust factor, buyer reputation is vital for farmers to participate in the vertical integration, but long-term relationship has no significant effect. Among the characteristic variable of individual and family of the farmers, years of education, age and family labor are factors restricting the farmers to involve in vertical integration, and the greater the home production scale, farmers are more inclined to participate in the vertical integration.
Based on the above research, this paper proposes the following measures:to meet the needs of domestic and foreign consumers of tea, to speed up the vertical integration of tea industry chain and accelerate improvements in the integration capacity of the tea companies in order to enhance the performance of vertical integration of the tea industry, to guide the farmers to participate in the vertical integration, and to promote the changes of the production and management.
引文
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