健康消费场景下贵州抹茶产业的市场营销分析

Marketing Analysis of Guizhou Matcha Industry in the Scenarios of Health-Conscious Consumption

摘要: 随着健康消费风潮的兴起，许多对人体有益的商品受到消费者追捧，抹茶凭借自身的抗氧化、富含茶氨酸等优点，逐渐在市场上占据重要地位，消费者对于抹茶的消费日益增多，许多商品如奶茶、蛋糕等加上抹茶成分以后就会获得消费者青睐。有“中国抹茶之都”美称的贵州铜仁，是我国种植抹茶的主产区之一，虽然近些年知名度不断增加，但是仍然有不少消费者对贵州抹茶的认识模糊，加上日本品牌的竞争，贵州抹茶要想面向全世界还需要调整自身的市场营销战略，本文基于SWOT分析，深入分析了贵州抹茶的优势、劣势、机会以及威胁，并提出相应战略，以期为贵州抹茶发展提供一定参考。

Abstract: With the proliferation of health-conscious consumption trends, many products beneficial to the human body are sought after by consumers. Matcha has carved out a prominent niche in the market, leveraging its antioxidant properties and rich ltheanine content. Consumer demand for matcha has grown exponentially, with products such as milk tea and cakes incorporating matcha ingredients gaining significant market favor. Tongren, Guizhou—dubbed “China’s Matcha Capital”—stands as one of the nation’s primary matcha production hubs. While its profile has risen in recent years, Guizhou matcha still remains relatively obscure to a significant portion of consumers. Furthermore, faced with intense competition from Japanese brands, the industry must refine its global marketing strategy. Drawing on a SWOT analysis, this paper conducts an in-depth examination of the strengths, weak-nesses, opportunities, and threats pertaining to Guizhou matcha. It further proposes corresponding strategies, with a view to offering some reference for the development of Guizhou matcha.