本文關(guān)鍵詞：廈門茶葉市場(chǎng)消費(fèi)者行為與營(yíng)銷策略研究　出處：《福建農(nóng)林大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：我國(guó)是茶葉的故鄉(xiāng),擁有幾千年的飲茶歷史,茶葉作為世界三大無(wú)酒精飲料,不僅強(qiáng)身健體,而且起到傳遞情意和信息的作用。隨著生活水平的提高,居民健康意識(shí)不斷提高,飲茶已經(jīng)成為居民日常生活的重要組成部分。廈門作為我國(guó)最早的茶葉通商口岸,飲茶歷史由來(lái)已久,是我國(guó)南方茶葉消費(fèi)的主要城市之一。 廈門居民的茶葉消費(fèi)特點(diǎn)研究對(duì)廈門茶葉產(chǎn)業(yè)的持續(xù)、穩(wěn)定、健康發(fā)展具有重大的作用。本文通過市場(chǎng)問卷調(diào)查方式對(duì)廈門居民的茶葉消費(fèi)行為進(jìn)行數(shù)據(jù)化調(diào)查研究,研究找尋廈門居民茶葉消費(fèi)行為的內(nèi)在規(guī)律,提出廈門茶葉市場(chǎng)可行性營(yíng)銷策略,為廈門茶葉企業(yè)制定營(yíng)銷政策、拓展茶葉消費(fèi)市場(chǎng)提供借鑒,促進(jìn)廈門茶葉行業(yè)持續(xù)、穩(wěn)定、健康發(fā)展具有重要意義。 本文在學(xué)習(xí)參考大量相關(guān)學(xué)術(shù)文獻(xiàn)的基礎(chǔ)上,對(duì)國(guó)內(nèi)外相關(guān)理論研究做了簡(jiǎn)要論述,綜合運(yùn)用深入訪談、問卷調(diào)查、描述性統(tǒng)計(jì)分析等方法,結(jié)合霍華德-謝恩購(gòu)買行為模型,采用Excel和Spss17.0軟件對(duì)數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析,分析居民自身因素(性別、年齡、學(xué)歷)與茶葉消費(fèi)者行為(飲茶種類、飲茶年限、飲茶頻率、單次投茶量、購(gòu)茶途徑、月消費(fèi)金額及月消費(fèi)量)的相關(guān)性。研究分析廈門居民茶葉消費(fèi)水平、廈門茶葉市場(chǎng)消費(fèi)特點(diǎn)、影響廈門居民茶葉消費(fèi)行為的因素；重點(diǎn)研究廈門居民茶葉消費(fèi)行為的特點(diǎn),進(jìn)而提出切實(shí)可行的茶葉企業(yè)營(yíng)銷策略,為更好的發(fā)展廈門茶產(chǎn)業(yè)。 通過調(diào)查研究得出結(jié)論如下： (1)廈門居民主要消費(fèi)茶類以烏龍茶為主,其中傳統(tǒng)名茶鐵觀音一枝獨(dú)秀,在購(gòu)買茶葉渠道上茶葉零售店和品牌茶店是消費(fèi)者的主要選擇,多數(shù)消費(fèi)者出于愛好興趣、休閑解渴和養(yǎng)生保健的目的選擇飲茶。 (2)在購(gòu)買行為中,消費(fèi)者最注重產(chǎn)品品種、品牌、價(jià)格和保健功效；在品質(zhì)判定上消費(fèi)者主要通過自己的親身品嘗來(lái)確認(rèn)茶葉產(chǎn)品質(zhì)量,并結(jié)合他人推薦、茶企業(yè)榮譽(yù)、茶企業(yè)廣告宣傳。茶葉品質(zhì)依然是消費(fèi)者關(guān)注的主要問題,選擇偏愛茶葉類型時(shí)消費(fèi)者喜歡茶葉香氣高揚(yáng)與滋味順滑回甘好的茶葉。茶企業(yè)應(yīng)建立完善的質(zhì)量監(jiān)管體系,提高產(chǎn)品的質(zhì)量水平,讓消費(fèi)者真正喝上品質(zhì)優(yōu)異、質(zhì)量安全的好茶。 (3)在包裝選擇上廈門消費(fèi)者偏愛簡(jiǎn)潔美觀的普通禮盒裝,排斥散裝和高檔奢華禮盒包裝。 (4)在購(gòu)買價(jià)格方面,廈門消費(fèi)者更趨于理性消費(fèi),主要購(gòu)買100-300元的家庭自用茶,選擇300-1000元的禮品茶。 (5)通過對(duì)性別、年齡、人均月收入與茶葉月消費(fèi)量和茶葉月消費(fèi)金額的相關(guān)性分析。結(jié)果顯示,廈門居民年齡、性別、人均月收入對(duì)茶葉消費(fèi)量及茶葉消費(fèi)價(jià)格的影響均不顯著。 (6)廈門茶葉企業(yè)營(yíng)銷策略主要可以從市場(chǎng)細(xì)分、完善產(chǎn)品、價(jià)格定位、促銷方法、品牌建立、綠色營(yíng)銷、網(wǎng)絡(luò)營(yíng)銷策略等不同角度出發(fā)進(jìn)行策劃。
[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.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.82;F274;F713.55

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