摘 要
摘要
我国是茶的故乡，目前国内茶产业发展总体呈现出“规模小、分布散、实力弱”的
格局，具有一定规模的品牌茶叶企业数量较少，行业竞争无序，众多作坊式、家庭式小
型茶叶企业品牌意识不强，价格竞争激烈，茶叶行业总体发展呈现出不平衡状态，行业
内不存在具有主导优势的寡头，众多中小企业抢占不断发展的巨大市场，呈现机遇与竞
争并存的格局。陕西省汉中市西乡县地处秦巴腹地，是南水北调水源涵养区、国家级生
态文明建设示范县，独特的自然环境孕育了西乡茶卓越品质，是“汉中仙毫”主要原产
地，被认定为“中国最罕见的高香茶区”。如今西乡已经建设了 60 多万亩茶园，每年
产值高达 20 亿元，被当地人称作金山银山。本文选取西乡本地茶企——陕西鹏翔茶业
股份有限公司为案例公司，遵循市场营销的相关理论，运用系统分析法和文献检索法，
对鹏翔茶业公司的市场营销策略进行研究。
本文首先通过 SWOT分析法以及 PEST分析法针对鹏翔茶业公司内外部经营环境做
出系统分析，其次通过 STP理论与 4Ps营销理论的结合，为鹏翔茶业公司制定出行之有
效的市场营销策略,最后从实施保证的角度,探讨了企业文化、组织、人才、技术、资金
等对营销策略落地落细落实的保障作用。通过本文的研究，得出以下四点结论：一是以
产品质量为核心，以线上线下相结合进行营销；二是要进行市场细分，基于客户偏好以
及需要进行产品与营销策略的设计工作，同时重点开展品牌建设与宣传，实现公司市场
份额的持续提升；三是应注重技术创新，立足于自身资源优势设计出能够与市场发展需
要相适应的茶产品，通过科技研发出具有高附加值的产品，积极拓展茶叶衍生品的市场
供应渠道，积极抢占高端茶叶市场，形成竞争高地；四是要深挖茶产品与茶历史、茶习
俗、汉文化结合点，更加注重茶、文化、旅游的结合，在持续抓好茶产业延链补链强链
的同时，统筹推进茶产业与生态旅游、观光农业等新业态有机结合，集中打造好的茶旅
精品线路，进一步做大做强以乡村茶文化旅游为主题的茶旅融合产业项目，拓展营销渠
道，增强产品的市场竞争力，实现市场资源的优化配置，进而能够在竞争中不断调整自
身，使企业更快、更好地发展。
关 键 词：茶叶公司，SWOT组合分析，营销策略，市场定位
研究类型：应用研究
I

西北大学硕士学位论文
Abstract
China is the hometown of tea. At present, the development of domestic tea industry generally
presents a pattern of "small scale, scattered distribution and weak strength". The number of
brand tea enterprises with a certain scale is small, the industry competition is disordered,
many workshop and family small tea enterprises have weak brand awareness and fierce price
competition, and the overall development of tea industry is unbalanced, There are no
oligarchs with dominant advantages in the industry. Many small and medium-sized
enterprises seize the huge developing market, showing a pattern of coexistence of opportunity
and competition. Xixiang County, Hanzhong City, Shaanxi Province is located in the
hinterland of Qinba. It is a water conservation area of South-to-North Water Transfer and a
national demonstration county for ecological civilization construction. The unique natural
environment breeds the excellent quality of Xixiang tea. It is the main origin of "Hanzhong
Xianhao" and is recognized as "the most rare high fragrant tea area in China". Now Xixiang
has built more than 600000 mu of tea gardens, with an annual output value of 2 billion yuan,
which is called Jinshan Yinshan by local people. This paper selects Shaanxi Pengxiang Tea
Co., Ltd., a local tea enterprise in Xixiang, as a case company, follows the relevant theories of
marketing, and uses the methods of system analysis and literature retrieval to study the
marketing strategy of Pengxiang Tea Co., Ltd.
Firstly, this paper makes a systematic analysis on the internal and external business
environment of Pengxiang tea company through SWOT analysis and PEST analysis. Secondly,
through the combination of STP theory and 4Ps marketing theory, this paper formulates an
effective marketing strategy for Pengxiang tea company. Finally, from the perspective of
implementation guarantee, this paper discusses the corporate culture, organization, talents,
technology Capital plays a guarantee role in the implementation of marketing strategies.
Through the research of this paper, the following four conclusions are drawn: first, take
product quality as the core and combine online and offline marketing; The second is to
subdivide the market, design products and marketing strategies based on customer preferences
and needs, and focus on brand construction and publicity to achieve the continuous
improvement of the company's market share; Third, we should pay attention to technological
innovation, design tea products that can meet the needs of market development based on our
own resource advantages, develop products with high added value through science and
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