试析手摇茶饮的年轻群体消费潜力与经营要点——基于台湾手摇饮店的启发  

Potential of bubble tea in younger consumersand itsmanagement——An inspiration from Taiwan bubble tea industry

作　　者：毛雅琳[1] 高水练[2] 

机构地区：[1]福建农林大学安溪茶学院,福建安溪362400 [2]福建农林大学茶叶科技与经济研究所,福州350002

出　　处：《茶叶》2017年第1期36-40,共5页Journal of Tea

基　　金：新常态背景下的福建省茶产业发展战略思路(FJKX-ZD1501);福建省软科学项目"茶叶产业链运行绩效的影响因素及整合管理策略研究--以福建省为例"(2012R0018)

摘　　要：手摇饮料是中国台湾的特色茶饮,从上个世纪九十年代开始发迹,逐渐发展成为一条规模化产业链以及台湾人生活中必不可少的调剂品。手摇茶饮新鲜健康、价格合理、方便快捷、时尚潮流,预计在大陆年轻消费群体中也有很大潜力。手摇饮店在经营上应站在年轻消费群体的立场,注重店铺设计、品牌形象、服务品质、创意创新等经营要点,以此吸引更多的消费者。Bubble tea is one of special tea products and has gradually become more and more popular in Taiwan, China. It has wasestablished in 1990s and is now becoming a widely acceptable large- scale industry. Based on the characteristics of fresh health, acceptable price, easy to buy, convenient use and fashion trends, it is expected that the bubble tea will possess great potential to younger consumers in China. To attract more consumers and achieve beneficial efficiency for bubble tea industry, some important issues including store design, brand image, service quality, creativity, and novel innovation should be considered from younger consumers＇ perspective.

关 键 词：手摇茶饮 年轻群体 消费潜力 经营要点 

分 类 号：F721[经济管理—产业经济]