Research on the Current Situation and Countermeasures of Internationalization of Chinese Organic Tea Based on the Cultural Differences between China and Germany

摘要

With the increasing awareness of health and environmental protection, the demand for organic agricultural products in the global market, especially in developed countries, is growing. As the first organic food exported from China, organic tea, although its export volume only accounts for a small proportion of China's total tea exports, its unique craftsmanship, pleasant taste and competitive price is favored by the international market. At the same time, the market demand is also increasing year by year, and the space and potential for subsequent development are very huge. However, in recent years, organic tea exported from China to the EU market has frequently encountered complaints and customer complaints. In addition to the various changes in the macro- and micro- marketing environment, the author believes that the cultural differences between China and Germany are one of the most important influencing factors and also a major obstacle to the marketing activities of Chinese organic tea in the EU market. Therefore, this paper, based on the cultural differences between China and Germany, intends to analyze the practical problems of the cultural activities of organic tea in the EU market brought about by the cultural differences between China and Germany, and propose corresponding development strategies. I hope that the research results of this paper can promote the sustainable development of China's organic tea export, and make China a real "big country" and "powerful country" of tea in the world. At the same time, it can also better "go out" for local Chinese enterprises and provide them valuable advice and references in actively participating in competition in a multicultural international market.