含茶日化用品消费市场调查  

Consumption Market Survey of Tea Daily Chemical Products

作　　者：杨景然 YANG Jing-ran(Tea Culture Institute,Zhejiang A＆F University,Hangzhou 311300,China)

机构地区：[1]浙江农林大学人文.茶文化学院,浙江杭州311300

出　　处：《中国茶叶加工》2018年第2期49-54,共6页China Tea Processing

基　　金：浙江省大学科技创新活动计划暨新苗人才计划资助项目(2017R412025)

摘　　要：茶叶含有多种天然物质,目前市场上开发出了众多与茶深加工相关的产品如茶日化品等。文章以目前市场上存在的系列茶日化用品为研究对象进行认知度网络问卷调查,从调查对象对茶日化用品的产品认知、使用频率、消费预期等方面做微观研究,以"茶纯露"为具体案例分析,探讨在互联网营销环境下茶日化用品的营销现状、存在的问题与缺陷、未来的市场需求与发展趋势,并得出结论。消费者的日化产品消费价格接受度在每月500元及以下,注重产品的功效和性价比,因此茶企宜开发该价格区间的茶纯露产品。传统茶企在转型上存在技术困难问题,政府也应当出台相应政策以帮助传统茶企业转型。Tea contains a variety of natural substances.At present,many products related to tea deep processing have been developed,such as tea daily chemicals,etc.Taking the daily tea products in the market as research objects,the study conducted a questionnaire survey on the product cognition.In the survey,product cognition,the frequency of use,consumption and expectation of tea daily chemical products were deeply researched.Taking ＂tea hydrosol＂ as a specific example,this paper discussed the marketing situation,existing defects,market demand and development trend of tea daily chemical products in the Internet marketing environment.Finally,the conclusion had been reached：The consumer＇s daily consumer product price acceptance was 500 yuan per month or less,focusing on the efficacy and cost performance of products.Therefore,it was suitable for tea enterprises to develop the tea hydrosol products in the price range.Furthermore,the traditional tea enterprises had technical difficulties in their transformation,and the government should also introduce the corresponding policies to help the transformation of traditional tea enterprises.

关 键 词：含茶日化用品 产品认知 购买意愿 网络调查 

分 类 号：F713.52[经济管理—市场营销] F767.9[经济管理—产业经济]