MBA教育中心知识库

茶叶因其健康、天然、环保的饮用功能，深受世界各国人民的喜爱。中国是茶叶的发源地，有着源远流长的饮茶背景，近些年虽然受到到疫情、金融、国际地缘政治等影响，但国人对健康和养生的重视度愈发提高，茶叶的年消费量依然保持稳步增长，这也充分说明消费者对茶叶的关注和喜爱。随着全球化的不断深化，茶叶销售正逐渐打破传统消费区域限制，正走向市场化程度更广、效率更高、节奏更快的现代营销。但是，部分茶企没有跟上市场的节奏和步伐，在生产、营销等环节，存在一定的偏差和滞后。

茯茶是我国的传统茶品，是黑茶的一种，素有“天下第一砖”之称，其凭借悠久的历史、优越的地理环境和独特的制作工艺等优势，长期在西北地区的商贸中占据重要位置。咸阳泾阳茯茶有限公司作为西北地区有影响力的茯茶生产企业，凭借其独特的制茶工艺和专业化、规范化公司运营，有力的推动者茯茶文化的传播以及自身企业的长远发展。通过本次实地走访和对消费者的问卷调查来看，公司在实际的市场营销中还存在部分问题，如产品细分深度不够、定价缺乏灵活性、销售渠道开发不足、促销政策滞后呆板等。这些问题的出现一定程度影响、阻碍公司健康可持续发展。

本文就是以市场营销优化研究为切入点，并以STP、4Ps理论为基础，通过实地走访、调查问卷和系统分析，提出了提升巩固企业品牌、建立统一价格体系、重视拓宽网络渠道、完善现代网络促销等改进思路和方法，从而帮助企业提升品牌知名度，提高市场竞争力，助推企业高质量发展。

Tea is loved by people all over the world because of its healthy, natural and environmentally friendly drinking function. China is the birthplace of tea, has a long history of tea drinking background, in recent years, although affected by the epidemic, finance, international geopolitics and other impacts, but the people's attention to health and health is increasing, the annual consumption of tea still maintains a steady growth, which also fully shows that consumers care about and love tea. With the deepening of globalization, tea sales are gradually breaking the restrictions of traditional consumption areas, and are moving towards a wider degree of marketization, higher efficiency and faster pace of modern marketing. However, some tea companies have not kept up with the rhythm and pace of the market, and there are certain deviations and lags in production, marketing and other links.

Fuzhuan tea is a traditional tea in China, a kind of dark tea, known as "the first brick in the world", with its long history, superior geographical environment and unique production technology and other advantages, has long occupied an important position in the business and trade of northwest. Xianyang Jingyang Tea Co., Ltd. is an influential tea production enterprise in northwest China. With its unique tea making technology, specialization and standardized company operation, Xianyang Jingyang Tea Co., Ltd. strongly promotes the dissemination of tea culture and the long-term development of its own enterprise. Through this field visit and questionnaire survey of consumers, the company still has some problems in the actual marketing, such as insufficient depth of product segmentation, lack of flexibility in pricing, insufficient development of sales channels, and lagging promotional policies. These problems affect and hinder the healthy and sustainable development of the company to some extent.

Based on the theory of STP and 4Ps, this paper, through field visits, questionnaires and systematic analysis, proposes improvement ideas and methods such as enhancing and consolidating enterprise brand, establishing a unified price system, attaching importance to expanding network channels, and improving modern online promotion, so as to help enterprises enhance brand awareness and enhance market competitiveness. Promote high-quality development of enterprises.