摘要:我国是茶叶的发源地，我国名茶种类繁多，普洱茶是我国独特的茶叶品种，被誉为茶中之茶，深受国内外消费者的喜爱。但是，目前的普洱茶市场却很混乱，面对相对混乱同时竞争如此激烈的茶叶市场，普洱茶的营销面临着巨大的挑战。论文首先阐述普洱茶的研究背景和研究意义，对普洱茶进行一个概述之后，通过PEST分析从政治、社会文化、经济以及科技的角度来研究普洱茶。通过需求分析进一步从产品、价格、渠道、促销深层次分析普洱茶的现状，并总结出普洱茶营销中存在的问题，并提出了完善的措施：做好品牌营销；正确引导，回归饮品本性；发展茶叶制品的多元化；不断进行技术创新。

关键词：普洱茶；市场营销；问题；对策

Abstract:China, the cradle of tea, has enjoyed a wide range of tea. The pu-erh tea is one of those unique types in China. Praised as the king of tea, it has gained worldwide popularity. However, facing the disordered and competitive market, the marketing of pu-erh tea is in a such chaos that a huge challenge lies it ahead. Firstly, this paper gives a brief introduction about the research background and the significance of the study of pu-erh tea. Secondly, it makes a further study on PEST factors. Then it moves on to the study of its current situation by analyzing its product, cost, channel and promotion. Thus the problems of the marketing of pu-erh tea have been found out. Finally, a series of improvement suggestion has been put forward, including the brand promotion, guidance to the drinking function, diversification of the products and technological innovation. 

Keywords: pu-erh tea; Market marketing; Analysis; Problem; solutions

在普洱茶行业逐渐复苏的今天，好的营销策略至关重要。如今的普洱茶市场相对而言并不是很规范，但是通过经济、政治、社会文化和科技等要素的分析，普洱茶的前景其实是可观的，特别是普洱茶有具有的特性更让人们对它另眼相看，是普洱茶的一大卖点。当然从普洱茶的市场营销角度来看，产品、价格、渠道和促销均存在一定的问题。要重新拾起对普洱茶市场的信心，首先，我们要规范市场，用正确的方法引导消费者，建立起自己的品牌并大力发展生产科技等。但是这些策略并不是一成不变的。我们需要随着时间、经济和环境的变化，时刻改变我们的营销策略，来顺应市场的变化，相信对将来的普洱茶市场会有较大的帮助。