The Positive Studies On Characteristics Of Tea Consumption In Our Country

Our country has abundant tea resources and various tea product categories. Inhabitants in our country have had the traditional tea-drinking custom over a thousand years. Since the reforming and opening policy, tea outputs in our country has continued to grow which became the enormous impetus of tea industry development. Whereas, on the other hand, the constitutive surplus of tea products in present domestic tea market is a realistic problem which restricts fast and sustainable development of the tea industry. In order to discover the promotion countermeasures on consumption demand of domestic tea market, it is necessary to comprehensively and thoroughly know the tea consumption characteristic and furthermore grasp the key question. The content of this article mainly divides into following parts:The first part: Introduction on significance of selecting topic. On the idea and method of the studies. Taking the discovery of the characteristic and the rule of tea consumption as a goal, the research methods presented at this article are of innovation significance at certain extent. The study in view of time series data that represent collectivity and the study in view of individual sample were banded together, and also the positive computation and consumer questionnaire survey were carried out at the same time, that is the main framework of the study. Thus, the research conclusions would be more thorough. More comprehensive and of scientific nature. The data collected for the research work entirely came from regular statistical organization which is highly credible.The second part: Introduced the western expense theory and correlatively various academic genres;The research progress in the domestic consumption economical domain was simply explained. Finally a summary on the research results that were obtained both domesticly and abroad at tea expense research field was given.The third part: From the several aspects, such as average per capita consumption quantity, the expense custom, the structure of product categories in domestic tea market and so on, present situation of tea consumption in our country was analyzed, by the way of comparison with the world's. In addition, the changing tendency of the nationwide annual tea consumption quantity and of the structure of product categories were revealed. In this foundation, the market trend of traditional tea such as Green tea. Black tea. Oolong tea and so on was prospected, and appraisal was given that is about the development potential and market status of new generation tea products such as tea beverage, teabag and so on.The f ourth p art: This is the main content of positive studies f or this article. First, according to sample data of time series that represented overall situation of tea expense in our contry, the influence of nationwide population quantity on the total amout of tea consumption was analyzed, also the influence of the average per person income on the per person consumption quantity and per person expense value of urban and rural inhabitants respectively has been analyzed. The related measurement models has been established, and fitting effect of the models has been examined too. The results show: population quantity has the remarkable influence on total amount of selling in contry's market, moreover the scale of present tea expense also receives the influence which represents the earlier period expense, that indicated the tea consumption is the custom expense;The level of Chinese tea consumption per capita is influenced obviously by per capita income. Base on these correlative models, we educe the income elasticity of demand and price elasticity of demand of tea consumption by per capita tea consumption amount and per capita consumption value. Thus characteristics of tea consumption in China were deeply revealed. Furthermore, tea income elasticity and price elasticity of demand are less than 1, so it make sure that elasticity of tea market demand is inelasticity. By the way, the income elasticity and marginal propensity in view of rural expense of tea are more than urban expense of tea, it indicates that tea market potential of rural region is very tremendous.The fifth part : According to the results of questionnaire survey that was carried out in Hangzhou, analysis and the description about the sample data at individual consumer were outlined. The conclusion of investigation and study comprehensively reflects the characteristic of tea demand, purchase motive and the purchase behavior as well as thecorrelation influence factors in Hangzhou city. These influence factors include customer's personal factors such as year, sex and income and so on, also include family and social group factors, enterprises factors, thus, to provide the foundations for making up the marketing strategies according to characteristics of consumer behavior for the correlation enterprise.The sixth part: Integrating the conclutions of positive research above, we put forward some proposals as how to do better in marketing and how to enlarge the domestic demand of tea, including: buliding up marketing of brand, nuisance free marketing, circuital marketing and the foundation of flawless marketing path.