随着国家经济的快速发展，人民生活水平不断提升，人们的消费观念也发生了较大的 变化，进而对使用物品的质量提出了越来越高的要求。中国是茶的故乡，中国茶文化已有 上千年的历史，在这个高速发展的时代，人们对茶产品的要求也越来越高，从产品品质、 生产安全、健康理念、使用便利等方面提出了更多元化的需求。现今，茶产品的市场竞争 越来越激烈，如何有效加强茶产品营销管理已成为企业当前所面临的重要课题。 GZT是中国地标性建筑景区，由GZT公司负责运营。GZT景区集都市观光、高空游乐、 时尚餐饮、婚庆会展、影视娱乐、环保科普、文化教育、购物休闲等多功能于一体，是国 家AAAA级旅游景区及世界高塔联盟“最有价值成员”。目前GZT公司开发纪念性茶产品， 经过3年的开发生产上市，得到了业界的初步认可，但GZT茶在市场竞争中处于不温不火 的状态，产品同质化严重。为了公司的发展壮大，增强GZT茶产品竞争力，急需改变公司 当前的茶产品营销现状，提供有针对性的茶产品营销策略。 因此，本文以GZT公司茶产品营销策略为研究对象,在了解、剖析茶产品营销策略相 关概念、国内外研究综述等研究理论基础上，利用PEST分析模型、波特五力模型及SWOT 分析法对企业的宏观环境、行业环境以及微观环境进行了分析，总结出了企业的优势、劣 势、机会和威胁。同时，对GZT公司进行了营销调研，得出目前GZT茶产品营销现状及存 在的四大问题：产品个性化不够鲜明、缺乏动态的定价体系、销售渠道狭窄且落后、促销 手段落后，力度不够，严重制约着公司的快速健康发展。 本文结合4P理论营销策略组合，根据GZT茶产品实际情况出发，针对性地从GZT茶 的产品、价格、渠道、促销四方面制定营销优化策略：一是，产品策略优化：产品个性化 升级，对产品包装设计进行更新，优化产品开发与管理，强化品牌意识，提升品牌标识管 理；二是，价格策略优化：调整现有产品价格，改为以需求为导向的定价模式；三是，渠 道策略优化：增加VR智能化场景功能、建立本地CBD新零售店、搭建大客户团购，同时， 全面升级线上销售平台，实现多维度的销售渠道组合，全面升级线上销售平台；四是，促 销策略优化：推进茶产品线上宣传，创新广告宣传设计元素，加大投入力度，增强体验作 为线下营销传播的核心；最后，提出组织体系保障、人力资源保障、文化建设三大保障措 施，以确保GZT公司茶产品营销策略的提升对策得到有效实施。本文认为，GZT公司茶产 品营销策略提升对策的稳步实施，可较好地帮助茶产品树立良好的品牌形象，提升销量， 扩大市场占有率，提升顾客满意度。另外，也对其它茶产品企业制定营销策略有一定的参 考价值。 关键词：GZT公司；4P；茶产品；营销策略 II Abstract With the rapid development of the country's economy, people's living standards continue to improve, and people's consumption concepts have also undergone major changes, which in turn puts higher and higher requirements on the quality of items used. China is the hometown of tea. The Chinese tea culture has a history of thousands of years. In this era of rapid development, people have higher and higher requirements for tea products. They propose from the aspects of product quality, production safety, health concept, and ease of use. More diverse needs. Nowadays, the market competition of tea products is becoming more and more fierce. How to effectively strengthen the marketing management of tea products has become an important issue facing enterprises. GZT is a landmark scenic spot in China, operated by GZT. GZT scenic spot integrates urban sightseeing, high-altitude entertainment, fashion catering, wedding and exhibition, film and television entertainment, environmental science, culture and education, shopping and leisure. It is a national AAAA-level scenic spot and the "most valuable member" of the World Tower Alliance. At present, GZT has developed commemorative tea products. After three years of development and production, it has been initially recognized by the industry, but GZT tea is in a tepid state in the market competition, and the product homogenization is serious. In order to develop and grow the company and enhance the competitiveness of GZT tea products, it is urgent to change the company's current tea product marketing status and provide targeted tea product marketing strategies. Therefore, this article takes GZT's tea product marketing strategy as the research object, on the basis of understanding and analysing the relevant concepts of tea product marketing strategy, domestic and foreign research reviews, etc., using the PEST analysis model, Porter's five force model and SWOT analysis method. The macro-environment, industry environment and micro-environment of the enterprise were analyzed, and the advantages, disadvantages, opportunities and threats of the enterprise were summarized. At the same time, a marketing survey was conducted on GZT, and it was concluded that the current marketing status of GZT tea products and four major problems exist: product personalization is not clear enough, there is a lack of dynamic pricing system, sales channels are narrow and backward, marketing methods are backward, and strength is not enough. Seriously restricts the company's rapid and healthy development. III This article combines the 4P theoretical marketing strategy combination, based on the actual situation of GZT tea products, and formulates marketing optimization strategies from the four aspects of GZT tea products, prices, channels, and promotions: First, product strategy optimization: product personalized upgrade, right Update product packaging design, optimize product development and management, strengthen brand awareness, and enhance brand identity management; second, price strategy optimization: adjust existing product prices to a demand-oriented pricing model; third, channel strategy optimization : Add VR intelligent scene function, establish local CBD new retail store, build large customer group purchase, at the same time, comprehensively upgrade online sales platform, realize multi-dimensional sales channel combination, comprehensively upgrade online sales platform; Fourth, optimize sales strategy : Promote the online promotion of tea products, innovate advertising design elements, increase investment, and enhance experience as the core of offline marketing communication; finally, put forward three guarantee measures for organizational system guarantee, human resource guarantee, and cultural construction to ensure GZT The company's tea product marketing strategies have been effectively implemented. This article believes that the steady implementation of GZT's tea product marketing strategy improvement strategy can better help tea products establish a good brand image, increase sales, expand market share, and increase customer satisfaction. In addition, it also has a certain reference value for other tea product companies to formulate marketing strategies. Key words: GZT company; 4P; tea products; marketing strategy IV 目 录 摘要 ......... I Abstract ..... II 一、引言 ...... 1 （一）选题背景 ........................... 1 （二）研究意义 ........................... 1 （三）文献综述 ........................... 2 1.国外研究综述 ........................ 2 2.国内研究综述 ........................ 3 （四）研究方法 ........................... 3 1.文献研究法 .......................... 3 2.访谈法 .............................. 3 3.案例分析法 .......................... 3 （五）研究思路及框架 ..................... 3 1.研究思路 ............................ 3 2.研究框架 ............................ 3 二、本文研究的理论基础 ....................... 5 （一）4P理论 ............................. 5 （二）PEST分析模型 ....................... 7 （三）波特五力模型 ....................... 8 三、GZT公司茶产品营销环境分析 .............. 10 （一）GZT公司茶产品营销内部环境 ........ 10 1.公司介绍 ........................... 10 2.员工架构 ........................... 10 3.员工流动情况 ....................... 11 （二）GZT公司茶产品营销外部环境 ........ 11 1.宏观环境 ........................... 11 2.微观环境 ........................... 12 （三）GZT公司茶产品营销SWOT分析 ....... 14 1.GZT公司茶产品营销优势 ............. 14 2.GZT公司茶产品营销劣势 ............. 15 3.GZT公司茶产品营销机会 ............. 16 4.GZT公司茶产品营销威胁 ............. 17 四、GZT公司茶产品营销现状分析 .............. 20 （一）产品策略 .......................... 20 1.产品定位 ........................... 20 2.包装设计 .