摘要
摘要
普洱茶得名于明朝时期，在 90年代得到消费市场的高度认同，成为云南高
原特色农业的重要业态和中国茶产业、茶文化的有机组成部分。而随着普洱茶行
业的快速发展，也逐渐面临着标准化建设滞后、产品创新难等困难及发展瓶颈亟
需解决。在2015年GC公司创新产品——小青柑普洱茶，“土特产+新工艺+新营
销=爆款”。小青柑普洱茶的健康、养生等保健功效，越来越在消费者中兴起“健
康茶饮之风”。GC公司小青柑普洱茶破解了普洱茶产业长期发展过程中产品创
新不足、标准化滞后、认知门槛高、新消费群体扩展难等困境，其营销策略将为
云南省普洱茶创新发展提供了新的思路，为云南省普洱茶打造受消费市场欢迎的
新品类提供新的借鉴路径。
随着小青柑普洱茶逐步成为了行业热点，市场上小青柑普洱茶企业龙蛇混杂、
良莠掺杂，竞争非常的激烈。GC公司小青柑普洱茶如何进行合理的营销策略组
合，在这样的市场环境中尽可能的获得一定的市场份额，确保企业利润支撑企业
未来发展，是GC公司需要亟需解决的现实问题。
本文通过深入分析GC公司小青柑普洱茶市场现状及营销环境，采用STP营
销、4Ps等理论分析 GC公司小青柑普洱茶营销策略现状及存在的主要问题，并
以问卷调查的方式对小青柑普洱茶目标市场进行统计分析，并提出 GC公司小青
柑普洱茶营销策略完善建议。最终，达到两个层面的研究目的。首先，分析和总
结GC公司小青柑普洱茶营销策略经验做法，通过产品创新进行半标准化规模化
生产，提升产品价值、打造产品品牌，扩大消费群体、引领消费潮流，为普洱茶
产业跨界融合创新发展提供思路参考借鉴，助力普洱茶产业发展；其次，为 GC
公司小青柑普洱茶营销策略提供完善建议，也希望助力小青柑普洱茶产业的发展。
关键词：GC公司；小青柑普洱茶；营销策略
I

Abstract
Abstract
Pu'er tea got its name from the Ming Dynasty and was highly recognized by the
consumer market in the 1990s. The Pu'er tea industry became an important business
form of Yunnan Plateau Characteristic Agriculture and an organic part of China's tea
industry and tea culture. With the rapid development of Pu'er tea industry, it is gradually
facing difficulties such as lagging standardization construction, difficult product
innovation and development bottlenecks that need to be solved. In 2015, GC's
innovative product, xiaoqinggan Pu'er tea, "local specialty + new process + new
marketing = hot money". The health care effects of xiaoqinggan Pu'er tea, such as health
and health preservation, are increasingly popular among consumers. GC xiaoqinggan
Pu'er tea has solved the problems of insufficient product innovation, lagging
standardization, high cognitive threshold and difficult expansion of new consumer
groups in the long-term development of Pu'er tea industry. Its marketing strategy will
provide a new idea for the innovative development of Yunnan Pu'er tea and a new
reference path for Yunnan Pu'er tea to create a new category popular in the consumer
market.
As Xiaoqinggan Pu'er tea has gradually become a hot spot in the industry,
enterprises at all levels are intermingled , competition among Xiaoqinggan Pu’er tea
makes it a battleground. To find a way to make a reasonable marketing strategy
combination for xiaoqinggan Pu'er tea of GC company for obtaining a certain market
share as much as possible in such a market environment as well as to ensure that the
enterprise profits support the future development of the enterprise, is an urgent problem
for GC company.
Through in-depth analysis of the market situation and marketing environment of
xiaoqinggan Pu'er tea of GC company, this paper analyzes the current situation and
main problems of the marketing strategy of xiaoqinggan Pu'er tea of GC company by
using the theories of STP marketing and 4Ps, makes a statistical analysis of the target
II

Abstract
market of xiaoqinggan Pu'er tea by means of questionnaire survey, and puts forward
suggestions on the improvement of the marketing strategy of xiaoqinggan Pu'er tea of
GC company. Finally, two levels of research objectives are achieved. First of all,
analyze and summarize the experience and practice of marketing strategy of
xiaoqinggan Pu'er tea of GC company, carry out semi standardized large-scale
production through product innovation, improve product value, build product brand,
expand consumer groups, lead consumption trends, provide ideas and reference for the
cross-border integration and innovation development of Pu'er tea industry, and help the
development of Pu'er tea industry; Secondly, it provides perfect suggestions for the
marketing strategy of xiaoqinggan Pu'er tea of GC company, and hopes to help the
development of xiaoqinggan Pu'er tea industry.
Key words：GC company；Xiaoqinggan Pu'er tea；Marketing theory
III
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