赣州茶制品市场消费者行为分析及营销对策

目的]分析赣州市茶制品市场的消费者行为,并提出营销对策,为该地区茶产业的结构调整及升级转型提供理论依据.方法]基于计划行为理论(Theory of planned behavior,TPB)分析消费者行为影响因素,通过问卷调查得到赣州茶制品消费者相关数据,运用回归模型对消费者的消费意愿、消费行为及其相关性进行实证分析.结果]消费意愿和消费行为受消费者人口统计学特征、消费动机、茶制品认知、产品要素、参照群体、企业营销等因素不同程度的影响;消费意愿与消费行为存在极显著正相关(P<0.01).TPB模型对赣州消费者茶制品消费行为具有很好的解释力.建议]组合多种营销方式,提升市场扩散效果;打造企业形象名片,提升企业内在竞争力;普及茶制品知识,提高消费者认知;完善茶制品信息,提高消费者认可度;畅通有效信息渠道,赢得消费者口碑;购买渠道多样化,培育"互联网+".

Consumer behaviors and marketing countermeasures of tea product market in Ganzhou

Objective]This paper analyzed consumer behavior of Ganzhou tea product market, and put forward mar-keting strategies, in order to provide theoretical basis for the structural adjustment and upgrading of Ganzhou tea industry.Method]Based on theory of planned behavior(TPB), influencing factors of consumer behavior were analyzed. Through questionnaire survey, the data of Ganzhou tea products consumers were obtained. Empirical analysis for consumer inten-tion, consumer behavior and their correlation was conducted using regression model.Result]Consumption intention and consumption behavior were affected by demographic characteristics, consumption motivation, cognition of tea products, product elements, reference group and enterprise marketing to various extents. There was significant positive correlation be-tween consumption intention and consumption behavior(P<0.01). TPB model could well explain Ganzhou tea products con-sumption behavior. Suggestion]Following suggestions are proposed:carrying out multiple marketing methods and promoting market diffusion effects; building enterprise brand and improving internal competitiveness; spreading knowledge about tea products and raising the cognition of consumers;opening channels of valid information and gaining public praise from con-sumers;providing diversified purchasing channels and fostering "internet plus"initiative.