厦门茶叶市场消费者行为与营销策略研究

发布时间：2018-01-08 15:00

本文关键词：厦门茶叶市场消费者行为与营销策略研究　出处：《福建农林大学》2014年硕士论文　论文类型：学位论文

【摘要】：我国是茶叶的故乡,拥有几千年的饮茶历史,茶叶作为世界三大无酒精饮料,不仅强身健体,而且起到传递情意和信息的作用。随着生活水平的提高,居民健康意识不断提高,饮茶已经成为居民日常生活的重要组成部分。厦门作为我国最早的茶叶通商口岸,饮茶历史由来已久,是我国南方茶叶消费的主要城市之一。厦门居民的茶叶消费特点研究对厦门茶叶产业的持续、稳定、健康发展具有重大的作用。本文通过市场问卷调查方式对厦门居民的茶叶消费行为进行数据化调查研究,研究找寻厦门居民茶叶消费行为的内在规律,提出厦门茶叶市场可行性营销策略,为厦门茶叶企业制定营销政策、拓展茶叶消费市场提供借鉴,促进厦门茶叶行业持续、稳定、健康发展具有重要意义。本文在学习参考大量相关学术文献的基础上,对国内外相关理论研究做了简要论述,综合运用深入访谈、问卷调查、描述性统计分析等方法,结合霍华德-谢恩购买行为模型,采用Excel和Spss17.0软件对数据进行统计分析,分析居民自身因素(性别、年龄、学历)与茶叶消费者行为(饮茶种类、饮茶年限、饮茶频率、单次投茶量、购茶途径、月消费金额及月消费量)的相关性。研究分析厦门居民茶叶消费水平、厦门茶叶市场消费特点、影响厦门居民茶叶消费行为的因素；重点研究厦门居民茶叶消费行为的特点,进而提出切实可行的茶叶企业营销策略,为更好的发展厦门茶产业。通过调查研究得出结论如下： (1)厦门居民主要消费茶类以乌龙茶为主,其中传统名茶铁观音一枝独秀,在购买茶叶渠道上茶叶零售店和品牌茶店是消费者的主要选择,多数消费者出于爱好兴趣、休闲解渴和养生保健的目的选择饮茶。 (2)在购买行为中,消费者最注重产品品种、品牌、价格和保健功效；在品质判定上消费者主要通过自己的亲身品尝来确认茶叶产品质量,并结合他人推荐、茶企业荣誉、茶企业广告宣传。茶叶品质依然是消费者关注的主要问题,选择偏爱茶叶类型时消费者喜欢茶叶香气高扬与滋味顺滑回甘好的茶叶。茶企业应建立完善的质量监管体系,提高产品的质量水平,让消费者真正喝上品质优异、质量安全的好茶。 (3)在包装选择上厦门消费者偏爱简洁美观的普通礼盒装,排斥散装和高档奢华礼盒包装。 (4)在购买价格方面,厦门消费者更趋于理性消费,主要购买100-300元的家庭自用茶,选择300-1000元的礼品茶。 (5)通过对性别、年龄、人均月收入与茶叶月消费量和茶叶月消费金额的相关性分析。结果显示,厦门居民年龄、性别、人均月收入对茶叶消费量及茶叶消费价格的影响均不显著。 (6)厦门茶叶企业营销策略主要可以从市场细分、完善产品、价格定位、促销方法、品牌建立、绿色营销、网络营销策略等不同角度出发进行策划。
[Abstract]:China is the hometown of tea, has thousands of years of tea drinking history, tea as the world's three major non-alcoholic drinks, not only health, but also play a role in transmitting feelings and information. With the improvement of living standards. Health awareness of residents has been improving, tea drinking has become an important part of the daily life of residents. Xiamen, as the earliest tea trading port in China, has a long history of tea drinking. It is one of the main cities of tea consumption in the south of China. The study on the characteristics of Xiamen residents' tea consumption is of great importance to the continuity and stability of Xiamen's tea industry. The healthy development plays an important role. This paper investigates the tea consumption behavior of Xiamen residents by means of the market questionnaire survey to find out the inherent law of the tea consumption behavior of Xiamen residents. It is of great significance for Xiamen tea enterprises to formulate marketing policies, expand tea consumption market and promote the sustained, stable and healthy development of Xiamen tea industry. Based on the study of a large number of relevant academic literature, this paper makes a brief discussion on the relevant theoretical research at home and abroad, comprehensive use of in-depth interviews, questionnaires, descriptive statistical analysis and other methods. Combined with Howard Shane purchase behavior model, the data were statistically analyzed by Excel and Spss17.0 software, and the residents' own factors (sex, age) were analyzed. Educational background) and tea consumer behavior (tea drinking type, tea drinking years, tea drinking frequency, the quantity of tea once, the way to buy tea, the monthly consumption amount and monthly consumption). The study analyzed the tea consumption level of Xiamen residents. The consumption characteristics of Xiamen tea market and the factors influencing the tea consumption behavior of Xiamen residents; This paper focuses on the characteristics of tea consumption behavior of Xiamen residents and puts forward feasible marketing strategies of tea enterprises in order to better develop Xiamen tea industry. The findings of the study are as follows: One) Xiamen residents mainly consume Oolong tea, among which Tieguanyin, the traditional famous tea, is the main choice of consumers. Most consumers drink tea for the sake of interest, leisure, thirst and health care. (2) in purchasing behavior, consumers pay most attention to product variety, brand, price and health care effect; In quality determination, consumers mainly confirm the quality of tea products through their own personal taste, and combine with the recommendation of others, tea enterprise honor, tea enterprise advertising. Tea quality is still the main concern of consumers. Tea enterprises should establish a perfect quality supervision system to improve the quality level of tea products. Let consumers really drink quality, quality and safety of good tea. In packaging selection, Xiamen consumers prefer simple and beautiful ordinary gift box packaging, exclusive bulk and luxury gift box packaging. In the purchase price, Xiamen consumers tend to rational consumption, mainly buy 100-300 yuan of household tea, choose 300-1000 yuan of gift tea. (5) through the correlation analysis of sex, age, per capita monthly income and tea monthly consumption and tea monthly consumption amount, the result shows that Xiamen residents age and sex. The influence of per capita monthly income on tea consumption and tea consumption price was not significant. 6) the marketing strategy of Xiamen tea enterprise can be planned from different angles, such as market segmentation, perfect product, price orientation, promotion method, brand establishment, green marketing, network marketing strategy and so on.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274;F713.55

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