西安建筑科技大学硕士学位论文
基于“互联网+”背景下陕西PX茶叶公司营销策略研究
专业：工商管理
硕 士 生：杨苗苗
指导教师：郭斌教授
摘 要
我国是世界产茶大国，也是茶叶消费大国。随着人们生活水平的不断提高，
对茶叶这种健康饮品的需求也越来越大。但实体经济中，茶叶销售仍然以坐店经
营、关系营销为主，加之国内茶企纷繁众多，竞争激烈。茶产业面临着“有品类、
无品牌”，茶企“大而不强”的发展瓶颈。陕西汉中作为中国西北的优质茶叶产地，
有着得天独厚的气候与地理优势，茶叶品质优良。但和国内众多茶企一样面临众
多困难，发展频频受限
本文通过对国内茶叶市场和茶叶产品的现状进行分析，找出行业面临的问题
并选取汉中本地茶企——陕西PX茶叶公司作为代表，分析其现有营销模式，并对
其进行SWOT分析。运用STP理论对其进行市场细分，市场定位
随着互联网的普及与推广，全球步入互联网时代，并没有基于本质改变商业
的性质，然而却颠覆式地改变了商业的运作模式。本论文结合现代营销学理论和
“互联网+”背景，采用互联网调查问卷方式搜集和整理数据，运用SWOT分析法
分析企业面临的环境，运用STP分析法对茶叶企业进行市场细分和市场定位，从
产品、价格、渠道、促销方面制定切实可行的营销策略。解决汉中茶企面临的营
销困境，为茶叶销售开拓新局面
关键词：“互联网+”；茶叶；营销
西安建筑科技大学硕士学位论文
Marketing strategy research of Shanxi PX tea company based
on the internet + background
Specialty:MBA
Name:Yangmiaomiao
Instructor: Professor Guobin
Abstract
China is a major tea producing country of the world and a major consumer of tea.
With the continuous improvement of people's living standards, the demand for health
drinks such as tea is also increasing. However, in the real economy, sales of tea are still
dominated by store selling and relationship marketing. In addition, there are numerous
domestic tea companies and competition is quite fierce. The tea industry is faced with the
bottleneck of development showing as“many categories but no outstanding brand”and
companies of the line are“large but not strong. Hanzhong city of Shaanxi, as a high
quality tea producing area in northwest China, has a unique climate and geographical
advantages, which makes the local tea quality excellent. However, as many other tea
companies in China the local companies are faced with many difficulties and their
development is limited in many aspects.
This article analyzes the current status of the domestic tea market and tea products in
order to find out the problems the industry is facing. In addition, Shaanxi PX Tea
Company, a local Hanzhong tea company, was selected as the representative to analyze
its existing marketing model and SWOT analysis was conducted upon it. STP theory is
also used to its market segmentation and market positioning.
In the Internet age, although the essence of business has not changed, it has brought
a subversive change in skills. This paper combines modern marketing theories and the
“Internet+” background, uses Internet questionnaires to collect and organize data, uses
SWOT analysis to analyze the environment the company faces, and uses STP analysis to
conduct market segmentation and market positioning for tea companies. It develops
practical marketing strategies in terms of product, price, place and promotion, aiming to
solve the marketing difficulties faced by Hanzhong tea companies and open up new
西安建筑科技大学硕士学位论文
prospects for tea sales.
.
Keywords: Internet+; Tea; Marketing。