I. Research background
In recent years, with the improvement of people's health awareness and quality of life, the tea market has developed vigorously. Tea has become one of the indispensable drinks in people's daily life. The purpose of this survey is to deeply understand the present situation and development trend of tea market and provide basis for enterprises to formulate scientific and reasonable marketing strategies.
Second, research methods.
This survey adopts a combination of questionnaire survey and field interview to investigate and interview representative consumers and tea production enterprises, mainly including the following aspects:
1. The purpose, channel and price willingness of consumers to buy tea.
2. Production technology, brand promotion and sales channels of tea enterprises.
3. The overall development trend, market scale and market structure of the tea market.
Third, the survey results.
1. Consumer survey results
(1) The purpose of buying tea
The survey results show that the main purpose of consumers buying tea is health care (60%), followed by taste and taste (20%), and giving gifts to relatives and friends (15%). Only 5% consumers buy tea as a drink.
(2) the channels for purchasing tea
The survey results show that the main channel for consumers to buy tea is supermarkets (50%), followed by specialty stores (30%), online shopping malls (15%), and street stalls or shops only account for 5%.
(3) Price will
The survey results show that most consumers (70%) are willing to buy tea at the price of 30 yuan to 100 yuan, and 30% consumers are willing to pay more than 100 yuan for high-priced tea.
2. Survey results of tea enterprises
(1) production technology
The survey results show that the overall production technology level of tea enterprises is relatively high, most enterprises adopt traditional manual tea making methods, and a few enterprises adopt mechanized production.
(2) Brand promotion
The survey results show that brand promotion of tea enterprises has become an important means to help enterprises develop. Most enterprises promote their products by setting up promotion counters in large supermarkets, holding tasting meetings and establishing brand websites.
(3) Sales channels
The survey results show that the sales channels of tea enterprises mainly include supermarkets, specialty stores, online shopping malls, tea culture centers, etc., and the sales channels of tea enterprises have become diversified.
3. Market survey results
(1) market size
The survey results show that the tea market has reached a certain scale, and the market is still expanding. Judging from the trend, the tea market will continue to maintain rapid growth.
(2) Market structure
The survey results show that the structure of the tea market is diversified, and various tea brands and production techniques have emerged in the market, and consumers are faced with richer purchase choices.
Fourth, marketing strategy.
Based on the above research results, the tea marketing strategy suggestions are as follows:
1. Provide tea products with different quality grades according to consumer demand, and improve product competitiveness.
2. In areas with dense consumers, strengthen promotion and improve brand awareness.
3. Adopt various sales channels to achieve market coverage and expand market share.
4. With the advantage of the Internet, sell tea products online to improve sales efficiency, and at the same time conduct online marketing to expand brand awareness.
Verb (abbreviation of verb) conclusion
Through this tea market survey, we deeply understand the present situation and trend of the tea market, which provides a useful reference for enterprises to formulate scientific and reasonable marketing strategies and also provides strong support for the rapid development of the tea market.