Consumption Characteristics And Marketing Strategy Of Chongqing Tea Market

Chinese tea has several thousand years of history. As an important tea-growing area. Chongqing is rich in tea resources. Except that. it is also a main consumption area. The research of the characteristics of the residents'tea consumption in Chongqing plays the important role in the sustainable. stable and healthy development of Chongqing tea. The analysised empirical studies of chongqing residents' tea consumption behavior and the exploration of the inherent law of residents' tea consumer behavior is significant for making tea marketing policy, pioneering tea consumption market,ensuring the safe operation of tea economy and promoting the sustained, stable and healthy development of tea economy.On the basic of relevant academic literature and dynamic, this essay uses questionnaires, mathematical and econometric models and descriptive quantitative analysis methods, analyzing tea consumption level, tea market consumption characteristics and economic factors which affect tea consumption of Chongqing; on this basis, it focuses on researching the inherent characteristics and laws of Chongqing residents' consuming behavior., and from different aspects discusses Chongqing tea marketing strategy.Through the analysis and studies obtain these conclusions:(1) In general, Chongqing population has not changed much in 2001-2009, but overall tea consumption is increasing. Processed data, using EVIEWS software and test the model's results, finally get model:YT= 16.2202+1.3875Yt-1-0.0059Xt, suggesting that tea consumption in this period is not only influenced by population, but also mainly by the previous consumption, that is the tea consumption habits, and the factor's affect of tea consumption in Chongqing is much larger than that of our country.(2) By the relativity analyze of sex, age, income and consumption of tea, the results shows that the influence of age on tea consumption is not significant, but on the price is notable. Sex effects on tea consumption significantly and men surpass women in large quantity. What's more, the effect of sex on the price of tea consumption is not significant. But income influences on the tea consumption and consumer prices are significantly. The higher the income, the greater the consumption and the higher the price.(3) Residents in Chongqing mainly consume green tea, supermarkets and shopping malls are the main purchase places, the main purpose of consumption is to relieve thirst and leisure. The most attention when purchasing tea is tea aroma, consumers prefer small capacity of packaging, prefer promotions way by releasing tea manual.(4) In the short term, demand prices and income prices of tea in some years of Chongqing was inelastic, but in the long run showed that was flexible. Supply price shows inelastic. Judging from the results that supply adds 1%, Chongqing tea price increases 0.14%.(5) Chongqing tea marketing strategy is a systems work. It should be comprehensively planed from different aspects including market segmentation, product structure, price positioning, brand building and green marketing. The most important marketing strategy is brand building. Chongqing residents' memory and identify degrees of the tea bands are particularly weak. Chongqing tea market need to strengthen brand construction.