黑茶企业新产品开发对策研究——以年轻消费群体为例

Research on New Product Development Strategy of Dark Tea Enterprises——Take Young Consumer Groups as an Example

文章首先通过对黑茶企业实地访谈,发现新产品开发中存在市场调查缺失的问题;然后,设计针对年轻消费群体设计问卷,对其茶消费偏好进行调查;最后,结合新产品开发的理论,为黑茶企业研发新产品提出建议和对策。

The article firstly conducted a field interview with a dark tea company to summarize the problems in its new pro- duct development, including unreasonable R＆D strategy and direction, lack of pre-market research and research and devel- opment funds, insufficient talent introduction and single sales channel;then, designed the corresponding questionnaire to un- derstand the tea consumption preferences of young consumers ; finally, combined the theory of new product development to provide suggestions and countermeasures for dark tea company＇s research and development of new products.