基于AHP法的信阳毛尖茶内销影响因素研究

信阳毛尖是中国传统历史名茶,近十年来其销售规模扩大了3倍、公用品牌价值增长了66.37%,是茶叶区域公用品牌发展较快的典型案例。本文通过实地调研与问卷调查的方式,基于AHP法对信阳毛尖茶内销影响因素的准则层、指标层进行分析,结果显示对信阳毛尖茶内销影响的主次因素分别是消费者个人可支配收入、茶叶原产地与口感、信阳毛尖茶品牌及企业品牌知名度、政府政策、茶叶品质、价格等因素,并从产品品质、品牌宣传、营销渠道、政府扶持四个方面提出了针对性的建议,为今后信阳毛尖茶拓展内销市场提供参考。

Study on the Influencing Factors of Xinyang Maojian Tea Domestic Sales Based on AHP Method

Xinyang Maojian Tea is a famous traditional historical tea in China.In the past ten years,the sales scale of Xinyang Maojian Tea has expanded by three times,and the value of public brand has increased by 66.37%.It is a typical case of rapid development of public brand in tea region.Through on-the-spot investigation and questionnaire survey,this paper analyzes the criterion layer and index layer of the influencing factors of Xinyang Maojian Tea domestic sale based on AHP method.The results show that the primary and secondary factors affecting the domestic sale of Xinyang Maojian Tea are consumers'personal disposable income,tea origin and taste,Xinyang Maojian Tea brand and enterprise brand awareness,government policy,tea quality,price and other factors.and put forward targeted suggestions from four aspects of product quality,brand publicity,marketing channels and government support,in order to provide some reference for Xinyang Maojian Tea to expand the domestic market in the future.