洛阳市场牡丹花茶的需求研究

Study on theneeds of peony scented tea in Luoyang market

牡丹花茶是指以牡丹的花朵为主要原料研制成的茶产品,具有降三高、补肝、促进血液循环、改善贫血和美容养颜、减轻女性生理疼痛之功效。文章通过对调查数据分析,指出洛阳牡丹花茶面临着市场认知度较低、市场开发困难、市场定位有偏差、定价高而销量有限、线下分销渠道狭窄且呈集中分布等营销问题,进而提出调整产品策略以适应市场需求、加大广告宣传以提升产品的市场知名度、包装多样化以实现差异定价、整合线上线下分销渠道以加大市场推广力度、融文化营销和体验营销于一体等营销建议,以期满足消费者日益增长的养生保健需求,促进当地牡丹产业的发展。

Peony scented tea refers to the tea product developed with the flower of peony as the main raw material,which has the effect of lowering the“three highs”,nourishing the liver,promoting blood circulation,improving anemia,maintain beauty and keep young,and alleviating the physiological pain of women.Based on the survey data,it points out that the Luoyang peony flower tea is faced with difficulty of low marketing awareness and the market development.Also,market positioning has a high deviation,high pricing and low sales.As distribution,the problem is offline channels on marketing narrowing.So the article puts forward to adjust product strategy to adapt to the market needs,increasing advertising to promote the market awareness of the product,packaging diversification in order to realize the difference in pricing,integration of online and offline distribution channels to strengthen market,making cultural marketing and experience marketing in one part,in order to meet the increasing health care needs of consumers,promote the development of local peony industry.