贵州省湄潭翠芽品牌市场发展现状及提升策略研究

Research on the Market Development Status and Promotion Strategies of Meitan Cuiya Brand in Guizhou Province

摘要: 湄潭翠芽作为贵州绿茶核心代表，依托得天独厚的自然禀赋与深厚茶文化底蕴，成为区域茶产业发展的重要支撑，但目前仍面临品牌影响力有限、消费结构失衡、产品创新不足等发展困境。本文以湄潭翠芽为研究对象，综合运用文献调查法、问卷调查法、访谈法与观察法开展调研，通过Lasso-Logistic模型与K-Means聚类分析探究消费者购买意愿特征与群体细分规律，系统剖析其市场发展现状、竞争格局与现存问题。基于研究结果，从品牌传播、产品优化、渠道建设、文化挖掘等维度提出针对性提升策略，旨在推动湄潭翠芽实现从区域特色品牌向全国性知名品牌的跨越，为贵州茶产业高质量发展提供实践参考。

Abstract: As a core representative of Guizhou green tea, Meitan Cuiya relies on unique natural endowments and profound tea culture heritage, becoming an important support for the development of the regional tea industry. However, it still faces development dilemmas such as limited brand influence, unbalanced consumption structure, and insufficient product innovation. Taking Meitan Cuiya as the research object, this paper conducts research by comprehensively using the literature survey method, questionnaire survey method, interview method and observation method, explores the characteristics of consumers’ purchase intention and the law of group segmentation through the Lasso-Logistic model and K-Means cluster analysis, and systematically analyzes its market development status, competitive pattern and existing problems. Based on the research results, targeted promotion strategies are proposed from the dimensions of brand communication, product optimization, channel construction and cultural excavation, aiming to promote Meitan Cuiya to leap from a regional characteristic brand to a nationally renowned brand, and provide practical reference for the high-quality development of the Guizhou tea industry.