摘要
摘要
茶叶起源于中国，盛行于世界，是中国外交一张靓丽的名片。习近平总书
记在众多外事场合中，曾经多次以茶引题共话情谊阐释中国主张。十四五时期
是巩固脱贫攻坚成果同乡村振兴有效衔接的重要时期，茶叶作为脱贫攻坚和乡
村振兴中都发挥着重要作用的生态、富民、健康的产业，国家对茶产业的现代
化发展以及茶产业的转型升级都提供了较多的政策支持力度。国家层面大力的
发展绿色生态经济、实施传统产业改造升级和推进生态文明建设，对茶叶企业
的发展带来了新的机遇。近年来，随着市场环境的逐步向好，不少茶叶企业大
量涌入市场，低端茶叶市场竞争加剧，高端茶叶市场难以打开，如何进一步加
强市场管理，开发市场价值，是当前茶叶企业急需解决的问题。
PZ茶叶公司成立于 2009年，是一家以主营临沧茶为主产销一体化的小型
茶叶公司，公司成立至今，在生产经营、市场拓展等方面取得了一些成绩，但
是面对着其他强劲的竞争对手，公司的下步发展步履艰难，陷入困境。随着“互
联网+”的快速发展，“流量为王”时代的到来，企业的生产经营销售环境都发
生了较大的变化，茶叶的营销模式进一步从传统的市场营销模式向多元化的营
销模式转变。PZ茶叶公司要如何在新的历史时期抓住新的发展机遇，打造企业
的核心竞争力，扩大市场份额，提高粉丝粘性成了企业要思考的问题。
本文以 PZ茶叶公司为研究对象，介绍了关于 PZ茶叶公司的基本生产经营
情况，通过使用 STP营销战略和 4Ps营销策略分析出企业目前在营销方面的现
状和存在的问题，再利用 PEST宏观环境分析和波特五力分析对企业面临的宏
观环境和茶叶行业环境进行分析。本文在对 PZ茶叶公司内外部环境及营销策
略现状分析的基础上开展了问卷调查，通过对调查结果的分析，统计出 PZ茶
叶公司在营销过程中消费者需求、市场定位等方面的数据，对其在新时代背景
下的营销策略从 STP营销和 4Ps营销两个方面提出了优化方案，提出企业在下
步经营过程中要多方位考虑市场细分和定位的因素，明晰的定位目标市场，进
一步优化现有产品构成，采取差异化的产品定价策略，紧跟电商直播的热潮，
精准高效的开展促销等方面下功夫，力求解决公司目前的发展瓶颈问题。
关键词：茶叶企业；营销策略；优化研究
I

Abstract
Abstract
Tea originated in China and is popular in the world. It is a beautiful name card
of China's diplomacy. On numerous foreign affairs occasions, General Secretary Xi
Jinping has used tea to explain China's propositions with friendship. The 14th
five-year Period was an important period for consolidating the achievements of
poverty alleviation and effectively linking up with rural revitalization. Tea, as an
ecological, enriching and healthy industry, played an important role in poverty
alleviation and rural revitalization. The state provided more policy support for the
modernization and transformation and upgrading of the tea industry. At the national
level, vigorous development of green ecological economy, transformation and
upgrading of traditional industries and promotion of ecological civilization
construction have brought new opportunities to the development of tea enterprises.
In recent years, with the gradual improvement of the market environment, many tea
enterprises flood into the market, the low-end tea market competition intensifies,
high-end tea market is difficult to open, how to further strengthen the market
management, development of market value, tea enterprises urgently need to solve the
problem.
PZ Tea Company was founded in 2009, is a small tea company mainly
specializing in lincang tea production and marketing integration. Since its
establishment, the company has made some achievements in production and
operation, market expansion and other aspects, but in the face of other strong
competitors, the company's next step of development is difficult, into a dilemma.
With the rapid development of "Internet +" and the arrival of the era of "traffic is
king", the production, operation and sales environment of enterprises have
undergone great changes, and the marketing mode of tea has further changed from
the traditional marketing mode to the diversified marketing mode. How to seize the
new development opportunities in the new historical period, build the core
competitiveness of the enterprise, expand the market share, improve the stickiness of
fans has become a problem to be considered by PZ Tea Company.
Based on PZ tea company as the research object, this paper introduces the basic
production and operation of PZ tea company, through the use of the STP marketing
strategy and 4 ps marketing strategy analysis of enterprise at present in marketing
present situation and the existing problems, and reuse the PEST macro environment
II

Abstract
and porter five analysis to the enterprise facing the macro environment and the tea
industry environment. Based on PZ tea company internal and external environment
and the marketing strategy based on the analysis of the present situation, has carried
out a questionnaire, through the analysis of the results of the survey, the statistics PZ
tea company in the marketing process of consumer demand, market orientation, etc,
in the new era under the background of the marketing strategy from two aspects of
the STP marketing and 4 ps marketing put forward the optimization scheme, Strive
to solve the company's current development bottleneck.
Keywords: Tea company；marketing strategy；optimization research
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