中国是茶的发源地，茶文化源远流长，基于对茶的特殊情感和生活水平的持续 提升，茶文化旅游逐步进入人们的消费视野，成为一种参与面广、参与度高的旅游“新 时尚”。茶叶企业要发展，有效的发展策略是关键，但是不同的茶叶企业发展路径也 会有所不用，需要根据企业不同情况进行具体分析，找出制约发展的关键问题。目 前，国内对茶文化旅游的研究主要以地域和知名茶叶企业、茶叶品牌为主，针对当 前乡村振兴背景下涌现出的大量中小型茶叶企业的研究相对空白。本文选取的研究 对象是四川西南的小型茶叶企业-四川LY茶叶公司，该企业处于四川西南地区，温 度、土壤、交通、经济发展、消费喜好、消费市场具有鲜明的特点。文章以体验经 济理论、STP理论、4C理论等理论为基础，综合运用文献研究、市场调查、对比分 析等方法，对公司生产环境、组织结构、企业文化、自然地理环境、社会经济环境、 游客基本特征、游客偏好以及茶文化旅游前景进行了调查研究和系统分析，针对公 司存在的不足，从市场定位细分，完善软硬件设施、提升茶文化旅游品质，整合营 销策略、拓展旅游市场，采用多元策略，挖掘游客价值需求等方面提出了优化公司 运营的一些针对性策略措施，在一定程度上为四川LY茶叶公司发展提供智力引导， 同时为乡村振兴背景下四川西南涌现出的大量同类型茶叶企业高质量发展提供参 考。 关键词：LY茶叶公司茶文化旅游营销发展策略 论文类型：研究报告 III ABSTRACT Chinaisthebirthplaceoftea,andteaculturehasalonghistory.Basedonthespecial emotionofteaandthecontinuousimprovementoflivingstandard,teaculturetourismhas graduallyenteredpeople'sconsumptionhorizonandbecomea"newfashion"oftourism withwideparticipationandhighparticipation.Effectivestrategiesarethekeytothe developmentofteaenterprises.However,howtodevelopdifferentteaenterprisesshould beanalyzedaccordingtospecificsituationstofindoutthekeytotheproblems.Atpresent, domesticresearchonteaculturetourismmainlyfocusesonregions,famoustea enterprisesandteabrands,aimingattherelativeblankofalargenumberofsmalland medium-sizedteaenterprisesemergingunderthebackgroundofruralrevitalization.The researchobjectofthispaperissichuanLYteacompany,asmallteaenterprisein southwestsichuanprovince.Theenterpriseislocatedinsouthwestsichuanprovince.It hasdistinctadvantagesintemperature,soil,transportation,economicdevelopment, consumptionpreferenceandconsumptionmarket,anditsstrategiesshouldbeunique. Basedonexperienceeconomytheory,STPtheory,andthetheoryof4ctheoryasthe foundation,theintegrateduseofliteratureresearch,marketresearch,comparative analysis,thecompanyinaproductionenvironment,organizationstructure,enterprise culture,naturalgeographicalenvironment,socialeconomicenvironment,thetourists' preferencesandthebasiccharacteristics,prospectofteaculturetourismhascarriedonthe investigationandstudyandsystemanalysis,aimingattheshortcomingsofthecompany, fromthemarketpositioning,supportingfacilities,branding,diversifieddevelopment, promotionandotheraspectsputforwardtheoptimizationoftheoperationofthecompany sometargetedpolicymeasures,toacertainextentforsichuanLYintellectualguidance, forthedevelopmentofteacompanyAtthesametime,underthebackgroundofrural revitalization,itprovidesreferencesforthedevelopmentofalargenumberofsimilartea enterprisesinsouthwestsichuan. KEYWORDS:Teacompany；culturetourism；marketingstrategy TYPEOFTHESIS:Researchreport 西南科技大学硕士学位论文 IV 目录 1绪论.....................................................................................................................................1 1.1研究背景及意义........................................................................................................1 1.1.1研究背景..........................................................................................................1 1.1.2研究意义..........................................................................................................1 1.2文献综述....................................................................................................................1 1.2.1国外文献..........................................................................................................1 1.2.2国内文献..........................................................................................................3 1.2.3文献评论..........................................................................................................5 1.3研究内容....................................................................................................................6 1.4研究方法....................................................................................................................6 1.4.1文献研究法......................................................................................................6 1.4.2实地调査法......................................................................................................6 1.4.3问卷调査法......................................................................................................6 1.5本文的特色................................................................................................................7 2理论基础.............................................................................................................................8 2.1体验经济理论............................................................................................................8 2.2STP理论.....................................................................................................................9 2.34C理论.......................................................................................................................9 2.4相关概念界定...........................................................................................................10 3LY公司茶文化旅游的发展环境分析............................................................................11 3.1外部发展环境分析..................................................................................................11 3.1.1自然、地理环境...........................................................................................11 3.1.2社会经济环境...............................................................................................12 3.2内部发展环境分析..................................................................................................13 3.2.1生产环境........................................................................................................13 3.2.2企业文化........................................................................................................14 3.2.3公司运营.........................................................................................................14 3.3特色与优势..............................................................................................................15 3.3本章小结..................................................................................................................16 4LY公司茶文化旅游游客行为分析................................................................................17 4.1游客基本特征分析..................................................................................................17 4.1.1人口统计特征................................................................................................17 4.2.2旅游动机........................................................................................................17 4.2游客行为特征分析..................................................................................................18 4.2.1出游停留时间................................................................................................18 4.2.2出游工具选择................................................................................................18 4.2.3出游组织方式................................................................................................19 4.3游客偏好分析..........................................................................................................19 4.3.1乡村旅游产品偏好........................................................................................19 4.3.2乡村旅游住宿偏好...................................................................................