梧州六堡茶品牌市场调查与策略分析  

In-depth Market Survey and Strategic Evaluation of Wuzhou Liubao Tea Brand

作　　者：池云凤 CHI Yunfeng(Wuzhou Vocational College,Wuzhou 543002,China)

机构地区：[1]梧州职业学院,广西梧州543002

出　　处：《中国茶叶》2025年第1期43-49,共7页China Tea

基　　金：广西高校中青年教师科研基础能力提升项目(2023KY1535)。

摘　　要：通过深入分析总资产周转率、净利润率、总资产收益率和净资产收益率这4个关键财务指标,旨在对梧州本土茶企的营运能力和盈利能力进行纵向与横向的全面比较,其中纵向分析能够揭示企业的发展趋势,而横向分析则能够评估企业在全国同行中的地位。同时,还结合传统茶叶消费人群与新兴年轻消费群体的市场调研数据,进一步诊断目前梧州茶企所面临的主要问题,并对梧州六堡茶产业的发展态势以及本土茶企如何通过品牌年轻化策略提升竞争力进行深入思考与探讨。This research aimed to conduct a comprehensive longitudinal and horizontal comparison of the operation-al and profitability capabilities of local tea enterprises in Wuzhou through in-depth analysis of four key financial in-dicators:total asset turnover ratio,net profit margin,return on total assets,and return on equity.The longitudinal analysis aimed to reveal the development trends of these enterprises,while the horizontal analysis aimed to evaluate their status in the national industry.At the same time,it combined the market research data of traditional tea con-sumers and emerging young consumer and further investigated the main issues currently faced by Wuzhou tea enter-prises.Furthermore,it deeply considered and discussed the development trend of the Wuzhou Liubao tea industry and how local tea enterprises could enhance their competitiveness through brand rejuvenation strategies.

关 键 词：梧州六堡茶 茶企 发展态势 营销策略 品牌年轻化 

分 类 号：TS272[农业科学—茶叶生产加工] F274.3[轻工技术与工程—农产品加工及贮藏工程]