Study On Consumer Behavior And Marketing Strategies In Tea Market Of Fujian Province

Fujian is an important province of tea production in China and hometown of Oolong Tea, Black Tea, Scented Tea and White Tea. With the leaping development of tea industry in Fujian Province, tea has become an important economic crop of the widest production area in distribution. As traditional and dominant industry, Fujian boasted the first places in tea output and the output, production value and export of Oolong tea in 2006.The rapid advancement of tea industry is on the basis of tea consumption finally. The requirement and consumer behavior vary with the development of people’s living standard and the transformation of consumption concept. In the intense market competition, the buyer market surpasses the seller market, which means the arrival of consumer-oriented marketing. Therefore, researches on consumers’ behavior in tea market and marketing strategies are beneficial to enrich and develop theories of tea economics and better cater for consumers, which develop more market potential and stimulate more flourish development of tea market in Fujian Province. And it is also beneficial to increase tea economic benefit, enhance benign circle and strengthen tea industry in Fujian Province.This research utilizes combination of normal and demonstration analysis, qualitative and quantitative analysis, dynamic and static analysis, lateral and longitudinal comparison. This thesis presents the macro-environment of consumption and present situation of tea consumption in Fujian and compares tea consumption in Fujian with those of the country and the nearby provinces. The result shows that the tea consumption of Fujian falls behind that of the country and the nearby provinces, but further development can be achieved from the macroeconomic perspective and the development of tea industry. Therefore the research of consumer behavior on tea in Fujian is of great significance and necessity.This thesis conducts demonstrative researches in factors influencing consumer behavior in Fujian from micro-perspective based on market research. Frequency and crosstabs are analyzed from characteristics of consumption behavioral by professional statistical software SPSS13.0. The conclusion is drawn that those factors as income, sex, age and education background exert influence on consumers to some degree. These demonstrative researches contribute to the study of marketing strategies in the following part.Finally, based on the results drawn in previous parts, the provincial tea market is divided into four sub-markets by CHAID analysis. Being based on analysis of tea consumers’ behavior in Fujian Province and consideration of the long-term development of tea enterprises, "market of the common youth", "market of OL" and "market of loyal buyer" are targeted. Marketing strategies such as "customer first Marketing Countermeasure", "differencing Marketing Countermeasure" ,"3D network Marketing Countermeasure" and "Full Commission Marketing Countermeasure" that beneficial to the development of tea enterprises and market are put forward based on the three target markets by means of 4P+4C+4R marketing theory.