本文在回顾和总结了国内外茶叶市场营销策略以及水平营销策略的相关研究基
础上，通过调查问卷和深度访谈获取相关数据，统计分析消费者对洞庭碧螺春的认知
和购买行为，得出一些消费者购买状况基本规律。在此基础上分析了苏州当地洞庭碧
螺春的营销现状及问题，并针对主要问题为企业提出创新实施结合当地特色文化的水
平营销策略的建议，为苏州当地洞庭碧螺春企业制定合适的营销策略具有重要的参考
意义
关键词：洞庭碧螺春，纵向营销，水平营销
作 者：黄 杰
指导老师：夏永祥II
Research on the marketing strategy of the tea
market in China
——take the Dongting biluochun tea as an example
Abstract
With abundant tea resource and strong consumption power, China is the earliest
country to plant and drink tea .China has top yield around the world，but China’s annual
export of tea is less than Kenya and Sri Lanka. Tea consumption per capita in China is less
than the world average for it’s large population base, thus there is a large space and great
opportunity for tea consumption in domestic. With China’s rapid economic development
and the continuous improvement of living standards, people is paying more and more
attention to health. The tea as a kind of natural health food, its market demand is growing
rapidly. Today，the tea market contains huge business opportunities, innovative marketing
strategies to stimulate markert demand has become the key to seize the opportunities.
Dongting biluochun tea produced in Suzhou, is one of the ten famous Chinese tea types.
Although Suzhou has mature local tea market, the backward marketing model is difficult to
impress consumers.
This paper reviews and summarizes the domestic and foreign tea marketing strategy
and lateral marketing on the basis of the relevant research. The date is obtained through
questionnaires and in-depth interviews. This paper gets some roles from the statistical
analysis on consumer perception and purchasing behavior of Dongting biluochun tea.To
grasp the law of consumer purchasing behavior is the premise of the theory and practice to
put forward the corresponding marketing strategy from the perspective of humanistic care.
This paper summarizes the relevant theories of marketing, expounds the relationship
between the vertical marketing and the lateral marketing. In this paper, the author puts
forward the strategy of optimizing vertical marketing and implementing the lateral
marketing strategy. It has important reference significance of the proposals to develop anIII
appropriate marketing strategy for Suzhou local production and marketing enterprises in
Dongting biluochun tea.
KEYWORDS: Dongting biluochun tea , Vertical marketing, Lateral marketing
Written by:Jie Huang
Supervised by:Yongxiang Xia目 录
第 1 章 绪 论 ··1
1.1 研究背景·1
1.2 研究的意义和目的·2
1.2.1 提升顾客忠诚度，增强企业竞争力··2
1.2.2 增强品牌的生命力，提升品牌价值··3
1.2.3 改变陈旧的营销策略，适应市场新变化··3
1.2.4 传播中国茶文化，将中华传统文化根植于消费者生活之中··3
1.3 研究方法、研究思路及框架·4
1.3.1 研究方法 ·4
1.3.2 研究思路及框架 ··4
1.4 国内外研究文献综述及简要评价·5
1.4.1 传统营销理念的创新——水平营销··5
1.4.2 运用水平营销的意义和作用··6
1.4.3 水平营销的应用··7
1.4.4 关于茶叶营销策略的研究··7
1.4.5 文献评价 ·8
第 2 章 相关理论 ··9
2.1 马斯洛的需求层次理论·9
2.2 菲利普·科特勒的营销 3.0 理论·9
2.3 劳特朋的 4C 营销理论 10
2.4 菲利普·科特勒的水平营销理论· 11
第 3 章 碧螺春茶叶市场调查结果统计分析 12
3.1 调查对象基本情况及饮茶习惯·· 13
3.1.1 调查样本情况描述 133.1.2 样本年龄分析 13
3.2 消费者对碧螺春茶认知及购买行为·· 14
3.2.1 认知度 ·· 14
3.2.2 消费者获取茶叶相关信息渠道 15
3.2.3 消费者购买茶叶的渠道及用途 16
3.2.4 消费者的品牌意识 16
3.3 总结·· 17
第 4 章 苏州市场洞庭碧螺春营销现状分析 18
4.1 基于顾客需求的营销策略·· 18
4.1.1 增加“快消品”营销模式，拓展低端市场19
4.1.2 产品包装私人订制，增加碧螺春茶叶高端礼品市场竞争力 19
4.2 基于成本的营销策略·· 20
4.2.1 采用动态定价策略，个性化定价机制 20
4.2.2 消除市场信息不对称，降低消费者时间和体力成本 21
4.3 基于便利的营销策略·· 22
4.3.1 便利地提供产品信息 22
4.3.2 便利的产品认购、提货方式 22
4.4 基于沟通的营销策略·· 22
4.4.1 建立客户信息数据库 23
4.4.2 提高销售人员服务水平 23
4.4.3 鼓励客户推荐潜在客户 24
第 5 章 洞庭碧螺春营销问题分析 25
5.1 营销手段缺乏新意·· 25
5.2 业内新进入者威胁加剧
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