摘要
摘要
普洱茶产于我国云南地区，是具有悠久历史的著名茶品，普洱茶不仅能饮
用，同时还具有收藏价值，因此又被称作是“能喝的古董”。在 21世纪初，普
洱茶发展十分迅速，价格也一度攀升，然而因为炒作太严重，市场发展不健康，
整个市场在 2007年跌到了谷底。云南省为了支持普洱茶产业的发展，推出了诸
多政策，促进普洱茶产业逐步健康发展。在这样的背景下，当地的普洱茶企业
在复杂的市场环境中，发展也面临新的机遇。SR集团是云南地区一家具有一定
规模的民营企业，企业主要从事普洱茶的生产和加工工作，近年来，公司推出
了袋泡普洱茶产品受到消费者们的青睐，目前，公司的主力产品就是袋泡普洱
茶。在当前复杂的市场环境和竞争激烈的背景下，普洱茶企业要获得竞争优势
并不简单，传统普洱茶企业还应当做好营销工作。
本文对 SR公司普洱茶市场营销进行了研究，文章对企业当前面对的市场中
的各项影响因素进行分析，并对公司当前市场营销的情况进行阐述，归纳出企
业市场营销不足的地方，通过研究本文认为，当前 SR公司在营销上还存在市场
定位不清晰、营销组织不完善、营销评价工作不足的问题，而这主要是因为公
司营销前期工作准备不足、缺少良好的公司内部沟通体系、品牌管理不足等导
致的。本文针对公司当前营销存在的问题提出了相应的改善策略。首先本文对
公司的普洱茶产品进行市场定位，认为公司的目标市场应当是一线城市年龄在
31到 40岁，年收入 21到 30万元，学历是本科以上的女性消费者，这些消费者
对于饮茶的消费一般是每个月 101-500元。同时，在市场营销策略的改善上，公
司应当注重打造产品口味，提升产品附加值，同时在价格上可以适当下调，可
以进行一些促销活动，公司还应当做好渠道管理工作，通过以上的策略来促进
企业的市场营销。本文的研究希望能够对 SR公司乃至同类企业的普洱茶产品市
场营销工作提供理论参考和实践借鉴作用，提高产品销售业绩、扩大企业市场，
为企业带来更大的收益。
关键词：普洱茶；营销策略；市场定位
I

Abstract
Abstract
Pu 'er tea, produced in Yunnan, China, is a famous tea with a long history. Pu 'er
tea is not only drinkable, but also valuable for collection, so it is also called
"drinkable antique". At the beginning of the 21st century, Pu 'er tea developed rapidly
and the price also rose at one time. However, due to the serious speculation and
unhealthy market development, the whole market fell to the bottom in 2007. In order
to support the development of Pu 'er tea industry, Yunnan province has introduced
many policies to promote the gradual healthy development of pu 'er tea industry. In
this context, local Pu 'er tea enterprises in the complex market environment, its
development is also facing new opportunities. SR Group is a private enterprise with a
certain scale in Yunnan province, which is mainly engaged in the production and
processing of Pu 'er tea. In recent years, the company has launched the bag pu 'er tea
products, which are favored by consumers. At present, the main product of the
company is the bag Pu 'er tea. In the current complex environment and the
background of fierce competition, it is not easy for pu 'er tea enterprises to obtain
competitive advantages. Traditional Pu 'er tea enterprises should also do a good job in
marketing.
This paper studies the marketing of Pu 'er tea of SR Company, analyzes the
influencing factors in the current market of the company, expounds the current
marketing situation of the company, and summarizes the deficiencies of the
company's marketing. Through the research, this paper believes that, At present, SR
Company still has some problems in marketing, such as unclear market positioning,
imperfect marketing organization and insufficient marketing evaluation, which are
mainly caused by the company's insufficient preparation for marketing, lack of good
internal communication system and inadequate brand management. This article is
aimed at the company's current marketing problems, put forward the corresponding
improvement strategies. First of all, this paper makes market positioning for pu 'er tea
products of the company. It believes that the target market of the company should be
female consumers in first-tier cities aged from 31 to 40, with an annual income of
210,000 to 300,000 yuan and a bachelor's degree or above. These consumers
generally spend 101-500 yuan per month on tea. At the same time, in the
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Abstract
improvement of marketing strategy, the company should focus on creating product
taste, enhance the added value of products, and at the same time, the price can be
appropriately lowered, some promotional activities can be carried out, the company
should also do a good job in channel management, through the above strategies to
promote the following marketing. The research of this paper hopes to provide
theoretical and practical reference for SR Company and even similar enterprises in
the marketing of Pu 'er tea products, improve product sales, expand the enterprise
market, and bring more profits for the enterprise.
Key words： Pu 'er tea； Marketing strategy； Market positioning
III
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