林梦星 姜爱芹 陈富桥

摘要：分析了年轻群体饮料消费结构、消费影响因素、消费渠道及消费观念，结果表明：饮料消费结构随着年轻群体性别、年龄的不同呈结构性差异。其中，年轻女性更看重饮料的健康功能，男性更看重饮料的品饮体验和提神醒脑功能;年轻群体在购买饮料时，主要受到饮料口感因素、健康因素及便利性因素影响;年轻消费群体看重渠道购买的便利性、饮料的可选择性及即饮性;年轻群体饮料消费观念总体趋于理性，但随着收入和学历水平的提高，饮料的消费观念不仅仅局限于饮料解渴就好，同时还对饮料的品牌和性价比提出了消费诉求。最后，依据年轻群体饮料消费行为特征从产品、渠道和推广3个层面，提出了年轻群体茶叶营销的启示及建议。

关键词：年轻群体;饮料消费;行为特征;茶叶营销

Characteristics of Beverage Consumption

Behavior of Young People and the

Enlightenment to Tea Marketing

LIN Mengxing， JIANG Aiqing， CHEN Fuqiao*

Tea Research Institute， Chinese Academy of Agricultural Sciences， Hangzhou 310008， China

Abstract： This article analyzes young people's beverage consumption structure， consumption factors， consumption channels， and consumption concepts. The results show that： The structure of beverage consumption varies with the gender and age of young people. Among them， young women pay more attention to the healthy function of beverages， and men pay more attention to the drinking experience and refreshing function of beverages; When young people buy beverages， they are mainly influenced by three factors： taste， health， and convenience; Young consumers regard convenience of purchase， the product selectivity， and ready-to-drink as an important factor; The consumption concept of young people tends to be rational， but with the enhancement of income and education， it is not only limited to beverages to quench thirst but also demands the brand and cost performance of beverage. Finally， according to the characteristics of the young group's beverage consumption behaviors， this paper puts forward the enlightenment and suggestions on tea marketing of young groups from three aspects of the product， channel， and promotion.

Keywords： young people， beverage consumption， behavioral characteristics， tea marketing

進入新世纪以来，我国茶园面积和产量进入快速发展阶段，成为世界茶叶种植和生产第一大国[1]，2019年我国茶园面积为306.63万hm2，茶叶产量达273.95万t，相较于2000年我国茶园面积和茶叶产量年均增长5.60%和7.58%。然而，与茶园面积和茶叶产量持续增长相比，茶叶消费市场的增速较缓，出现了茶叶产能结构性过剩[2]。茶产业亟需进一步深化供给侧结构性改革，通过拓展茶叶消费空间，推动茶产业高质量发展。

在传统的认知中，喝茶群体主要以中老年人为主。但调研发现，在未具有饮茶习惯的年轻群体（每周饮茶次数小于3次）中，超过70%的年轻人具有较强的饮茶意愿[3]。……