乡村振兴下贵州抹茶市场调研分析

Market Research and Analysis of Guizhou Matcha under Rural Revitalization

摘要: 产业振兴是乡村振兴的重中之重，要立足特色资源，发展优势产业。而抹茶作为茶产业发展的新兴之秀，因产品附加值高、市场前景广阔等优势引起了铜仁市政府的高度关注。本文主要以抹茶消费者为主体，采用配额抽样和方便抽样相结合的调查方法，利用网络问卷为调查手段进行调查。运用K-Means聚类算法构建消费者画像，总结得出相应结论：(1) 消费者层面：年轻消费者更乐意购买抹茶产品，女性消费者远多于男性消费者；(2) 企业层面：中小微企业对贵茶联盟的依赖性很强，抹茶行业缺乏自主发展的动力；产品应用面窄，利润低；品牌知名度不足，市场推广难度大；(3) 体系层面：抹茶产业相关标准体系尚不完善，对于抹茶的种植、关键环节缺乏统一的标准，影响区域合作发展和产业整体发展。

Abstract: Industrial revitalization is the cornerstone of rural revitalization, urging the development of advantageous industries based on unique local resources. As an emerging star in the tea industry, matcha has garnered significant attention from the Tongren municipal government due to its high added value and broad market prospects. This paper primarily focuses on matcha consumers, using a combination of quota sampling and convenience sampling methods, and conducts surveys through online questionnaires. Utilizing K-Means clustering to create consumer profiles, the following conclusions are drawn: (1) Consumer Level: Young consumers are more inclined to purchase matcha products, with female consumers significantly outnumbering male consumers. (2) Enterprise Leve: Small and medium-sized enterprises (SMEs) heavily rely on the Gui Tea Alliance, leading to a lack of autonomous development within the matcha industry. The product application scope is narrow, profits are low, and brand awareness is insufficient, making market promotion challenging. (3) System Level: The standardization system related to the matcha industry is still underdeveloped, with a lack of unified standards for key processes such as matcha cultivation. This hampers regional cooperation and the overall development of the industry.