中国名优茶消费需求调查分析

通过名优茶Camellia sinensis消费需求和消费行为的问卷调查分析，发现被调查者首先关注的是名优茶内在品质和安全，其次是知名度和价格；不同用途的名优茶，消费者的价格承受力不同，商务礼品茶要高于自用；约62.7%和72.6%消费者对名优茶的早和嫩持无所谓态度；40.7%消费者认为群体品种或无性系品种制名优茶各有特色，不过偏爱无性系的比例远高于群体品种；有65.5%消费者喜欢手工制作或手工结合机制名优茶，只有10.0%消费者喜欢纯机制茶；对无公害、绿色和有机等三大认证，以及质量安全（QS）认证的认可程度分别达91.0%和85.0%；77.4%和76.1%的消费者会注重名优茶的品牌和专用包装，比较喜欢的包装单位是50 g和2~3 g。名优茶生产者与消费者对名优茶的手工与机制、早与嫩认识方面存在较大差异，应引起高度重视，以保证名优茶产业健康稳定发展。图1表3参17

Investigation and analysis of consumptive request for Chinese premium teas

Chinese consumers demands for and consumption behaviors of premium teas was investigated and analyzed. The results indicated that the consumers top concerns were the internal quality and safety of premium teas，then their popularity and price. Consumers accepted different prices for teas with different purposes; the prices of teas for business and gift purposes were higher than those for private use. Approximately 62.7 per cent of consumers didnt care the early availability of the premium teas and 72.6 per cent didnt care the tenderness. About 40.7 per cent of consumers believed that the premium teas made from seedling landraces and clonal tea cultivars both had their unique advantages. Nevertheless，the number of consumers fond of clones was much larger. 65.5 per cent of consumers like hand-made premium teas or teas made by both hand and machine. Only 10.0 per cent preferred machinery made teas. 91.0 per cent of consumers recognized the three security certificates，namely non-pollution food，green food and organic food，and 85.0 per cent recognized QS （quality safety） certificate. About 77.4 per cent and 76.1 per cent of consumers paid attention to the brands and special packages of premium teas. The most favorable unit packages were 50 g and 2-3 g. Producers and consumers had comparatively significant differences in the awareness of hand-made and machinery-made，the earliness and tenderness of premium teas，which should obtain great attentions in order to keep the premium tea industry develop healthily and stably.［Ch，1 fig. 3 tab. 17 ref.］