基于消费者调查数据下的中医药养生茶饮的营销策略分析

Marketing Strategy Analysis of Chinese Medicine Tea Drinks for Health Based on Consumer Survey Data

摘要: 随着健康消费观念的兴起，中医药养生茶饮凭借其深厚的文化底蕴和健康价值，展现出广阔市场潜力。本文基于问卷调查，运用Order-Logit回归模型分析消费者购买意愿的影响因素，并结合STP模型和7Ps营销组合策略，提出针对性的营销建议，旨在推动中医药养生茶饮行业的可持续发展。

Abstract: With the rise of health consumption concepts, Chinese medicine tea drinks for health show a broad market potential by virtue of their deep cultural heritage and health value. Based on the questionnaire survey, this paper uses the Order-Logit regression model to analyze the influencing factors of consumers’ purchasing intention, and combines the STP model and 7Ps marketing mix strategy to put forward targeted marketing suggestions, aiming to promote the sustainable development of industry of Chinese medicine tea drinks for health.